Products | Tiger Sniffing Business Group

Author | Liu Ran

Edit | Room

In 2019, 268.4 billion yuan.

In the early morning of November 12, Tmall Double Eleven came to an end in 2019 with a surprise but steady increase, and the growth target for the day’s turnover was reached.

The eleventh year of the eleventh year, its significance has already surpassed a shopping festival itself, becoming a carnival of consumer entertainment and consumption driven by consumerism. David sees the opening of “television” on various e-commerce platforms. “Shopping” mode, the party heat is quite catching up with the momentum of the Spring Festival Evening, the host and the stars have to work hard to bring the goods… Back to the Tmall Double Eleven, this year, Ma Yun snickered in the corner of the cat night scene, happy Sitting under the media in a low-key manner, Jiang Fan, who is under the big screen, makes a final summary message. Whether it is from the personnel changes, the carnival gameplay or the meaning of the GMV, this carnival is “not the same as before.”

Consumerism Yongsheng

“The value created for consumers and the transformative meaning of bringing business has exceeded this figure itself.” Jiang Fan said on stage. In the past years, Ma Yun and Xiaoyao had said similar words, but this year, the numbers are still the main criteria for testing all results –

The turnover exceeded the total of 213.5 billion yuan last year, which lasted about 16 hours and 31 minutes; the peak value of the transaction reached 544,000 pens/second, which was 1360 times of the first double eleven in 2009; the total logistics order was 1.292 billion, and hit A new record of 8 billion hours of shipments; OceanBase processing peaks of 61 million times per second; an average of 1.25 people per family participated in the double eleven, the total number of participating users increased by more than 100 million more than last year; new products More than 1 million models…

The double eleven made by Ali has become a carnival for all platforms. Another 200 billion was born in Jingdong: During the double eleventh period (from 0:00 on November 1 to 23:59:59 on November 11), the accumulated order amount exceeded 204.4 billion yuan. Suning also joined the high-profile battle. In Suning, the 1C home appliance 3C broke 1 billion, the 6 major home appliance 3C brand broke 100 million, Suning International broke 100 million, and Suning’s all-channel order volume increased by 76%.

In Tmall, people like to buy or beauty and clothing, the brand business has also been drying out the record: 148 brands broke through 100 million in 2 hours, of which Nike 1 minute 45 seconds turnover broke 100 million, L’Oreal 11 minutes Breaking billions, domestic brands Li Ning, Bosideng, Baique Ling, Gree, Huawei, etc. have also entered the 100 billion list.

The “buy, buy and buy” curse prompted many parties to boost Tmall’s turnover by 25.7% year-on-year, and Jingdong’s growth of 27.9%. So when the “growth difficulties” were everywhere, the double eleven became A dose of stimulant contributed several spikes to this year’s retail performance.

Any number is a testament to the strong purchasing power of Chinese consumers, and consumerism is still prevalent.

Hangzhou Alixixi Park, overnight, tiger sniffing

Either from the data or the sense of existence, this consumer event is obviously still the home of Ali, and this year, there are too many node-like things wrapped in this double eleven: Ma Yun “retired”, happy, pick up, Tian Fan, President of Tmall Taobao, fought for the first time…

The most straightforward answer it comes up with is growth.

Growth is the necessary answer

From the day that Ali opened the GMV scrolling screen, this number is destined to stop. Last year, Ali ushered in a small climax of GMV growth on the 11th day, and passed the 200 billion mark. Today’s figure also leaves a very enthusiasm for next year. I believe that everyone’s mind has already had expectations for the results after one year.

However, compared to last year’s data, the growth of 54.9 billion this year is hard to come by.

Although the festival’s popularity is not diminished, and there is a trend of more and more prosperity, the growth rate of the GMV is slowing down. From 39.4% in 2017 to 26 last year