A series of very mature Internet infrastructures in first- and second-tier cities such as smartphones, mobile payments, short videos, and live broadcasts have sunk.
Editor’s note: This article is from WeChat public account “Tencent deep network” (ID: Qqshenwang), author Sun Hongchao, editor Kang Xiao.
In 2019, the double eleven finally came to a close. The latest figures released by Alibaba showed that the total transaction volume of its platforms reached 268.4 billion yuan, while Jingdong’s accumulated order amount exceeded 204.4 billion yuan. Suning announced that its omni-channel order volume increased 76. %, the fight has not announced the final transaction figures.
Taobao President and Tmall President Jiang Fan said in a dialogue with “Shenzhen” that the increase in transaction volume comes from user scale, merchant offers and new consumer experience. The three keywords of 2019 Double 11 are sinking. Market, technology and consumer experience.
In the past few years, the number of transactions in the Double Eleven has grown geometrically.
In the afternoon of 2013, on the afternoon of the 11th, Ma Yun, who is still the chairman of Alibaba’s board of directors, told the media that 30 billion is not a problem. “Ali is interested in controlling the scale of the transaction and can achieve 100 billion in a few years.” p>
It turns out that 100 billion is certainly not a problem. Last year, the sales of Tmall Double 11 exceeded 200 billion, and the accumulated sales during the Jingdong Double 11 period exceeded 150 billion. There was little media attention. At that time, Ma Yun also said another sentence, “Ali wants a healthy number and controls the scale of the transaction. It is hoped that it will not cause great pressure on the financial logistics system.”
This is the biggest confusion of the double eleven at that time. With the number of Chinese personal computers (2012) and the number of smart phones (2013) surpassing the United States, ambitious Chinese Internet companies have taken advantage of the traffic advantage to try to attack. Replacing traditional companies has become the dominant form of Chinese business. But as these new giants expand their borders, the traditional company’s imprisonment and (underline) infrastructure have become the ceiling they can’t escape.
In 2010, the Eleventh, the Alipay technical team seized the pressure in the last 30 seconds and solved the database crash problem. However, bank payment began to cause huge problems. Alipay related people told Deepnet: “Fortunately, the online banking of several banks did not hang at the same time. Basically, they hang one, repair, and hang another., and then repair.
In 2014, Alibaba, Jingdong, Suning and other e-commerce platforms launched the rural market strategy. However, in this era, only a few platforms such as China Post were able to be distributed to townships, rural areas and other sinking markets. This means that at the end of the e-commerce platform have to rely on local (regional) distribution companies, poor service, slow timeliness, and high costs.
In the eleventh year of the eleventh, Tmall sales have increased from 50 million to more than 268.4 billion. Behind the numbers is the rapid development of infrastructure: Alipay can hold more than 10 billion in two minutes; Jingdong during the pre-sale period and during the double eleven, most of the goods can be half-day, most of the goods Can do the next day.
In the 2018 double eleven, a new three-year e-commerce black horse fight has entered more people’s attention. A lot of counter-attacks, many people think that it is closely related to the sinking of online payment users brought by WeChat payment, but more importantly, the rapid development of information highways and logistics highways in recent years has finally let the sinking market The development has become a reality. The first thing that came out was a lot of fights. Alibaba, Jingdong, Suning and other e-commerce platforms have been followed up by code, so that in 2019, the double eleven became the sinking market to join the e-commerce promotion festival in the first year.
This non-traditional promotion day, once regarded as the year-end inventory clearance of brand owners, has finally become a national carnival in the true sense of the efforts of multiple e-commerce platforms, brand owners, Chinese infrastructure builders and consumers. Although this carnival has been slightly exhausted like the Spring Festival Gala, all major platforms have further extended the pre-sale time (from 10 days in previous years to 20 days or more) and do more activities (red envelopes, building, etc.), which means Consumers need more and more time and event stimuli to raise their desire for consumption.
In the future, the growth rate of the Double Eleven may not be as double or even ten times as it was ten years ago, but the Double Eleven will always be the epitome of China’s business changes. Also in 2013, some media asked Ma Yun, after the double eleven, they could not do it, causing a buzz on the scene. In the buzz, Ma Yun responded: “Double Eleven will continue to do so, even if it is not called Double Eleven in the future, this mode will always exist.”
The “weight-bearing” behind 喧嚣
After the zero point on the 11th, Jingdong took the lead in drying out the transcripts. From November 1st to November 24th, at 24 o’clock, the total transaction volume of Jingdong Good Things Festival reached 131.3 billion yuan. Tmall official Weibo also announced a series of dozens of battle reports: 1 minute 36 seconds, Tmall turnover exceeded 10 billion yuan; 5 minutes 25 seconds 30 billion; 12 minutes 49 seconds 50 billion; 1 hour 03 minutes 59 seconds, days The total turnover of the cat double 11 broke through the 100 billion mark. Hou Enlong, president of Suning Tesco, said through social media, “One minute, Suning Appliances 3C broke 1 billion, Apple, Xiaomi, Huawei, Haier, Midea, Gree six brands broke 100 million, Suning International broke 100 million.”
but asWith the traditional Chinese New Year’s Eve, in the dumplings, the Spring Festival Evening, the mahjong, the family’s laughter and laughter is always accompanied by the next day’s exhaustion and the ground firecrackers.
Because of the rapidly growing numbers, the entire social e-commerce system is running wildly. The State Post Bureau issued a forecast that it is expected that the express mail industry will handle 2.8 billion pieces of mail shipments during the 11-18 days.
The number provided by the rookie is that Tmall Double 11 logistics orders reached a record 1.292 billion. As of 8:01 am 2019, Tmall double eleven shipments have exceeded 100 million singles, and many netizens have received the goods when they have placed orders in the middle of the night; Jingdong, which is known for its logistics capabilities, has launched two major projects. Millions of intelligent sorting centers are preparing for double eleven, more than 90% of self-operated orders are delivered to consumers within 24 hours; Suning Logistics, which specializes in home appliances, is mainly engaged in sinking the market this year and has released the “Lightning Township” plan. For the four to six-line urban areas, county towns, and townships and rural areas under its jurisdiction, “24-hour delivery” service is provided.
“Toma’s double 11 logistics orders growth record is constantly refreshing, is the concentrated outbreak of China’s strong domestic demand brought by new consumption, and also makes the Double 11 become the only logistics test in the world.” Wan Lin, President of the Rookie Network “Tmall double 11 has passed the stage of coping with resources, and it is necessary to revitalize each logistics element by digital means to make it run more fully and efficiently.”
Wan Lin introduced that the rookie also launched a large-scale pre-sale order sinking for the first time this year, and delivered it to consumers within 10 kilometers in advance, ensuring that orders for large batches of early morning 11 payments were delivered to consumers in the morning. In the hands.
In order to make up for the lack of end delivery capacity during the peak period, various express delivery companies have generally strengthened the end personnel, site and vehicle reserves. As of November 11, nearly 400,000 people have been temporarily replenished. It also temporarily rented 120,000 vehicles, added more than 3.6 million square meters of processing space and more than 3,000 sets of automatic and semi-automatic sorting equipment. At the same time, it has increased the incentives and dispatch incentives for the network courier.
High concurrent payment has been another problem encountered by e-commerce promotion. Ant Jinfu vice CTO Hu Xi told Deepnet that this year Tmall double 11, Alipay independently developed distributed database OceanBase processing per second The peak has reached 61 million times.
This kind of “silk-like smoothness” is unimaginable in the era of the double eleven. In 2011, Tmall once staged “Midnight Cry”, when the color of the clothes arranged by the entire merchant was all in the background.Disorganized, the head of Tmall Technology Nantian (Famous Name) shut himself down in a small black house, and Zhang Yong did not dare to knock on the door. “You can’t fix it that night, and you have the heart to jump off the building.”
In 2010, when it was double eleven, it broke out the first time in the history of domestic e-commerce logistics. In the absence of additional personnel and additional transport vehicles, so many orders, the logistics pressure can not breathe, resulting in the goods on the day of the double eleven, some arrived at the end of the year, some food even Deterioration has occurred.
In conversation with the media, Jiang Fan said that the growth of the Double Eleven comes from the size of the user, merchant offers and new consumer experiences. Jiang Fan is most concerned about two problems: one is the improvement of technology, and the other is the upgrading of the consumer experience. Zhang Yong, Chairman and CEO of Alibaba Group, said that this year, Tmall double 11 said, “I am more concerned about the peak of technology than the sales figures.”
Activated sinking market
After 2013, domestic PC-end users have been roughly equal to mobile-end users, and e-commerce platforms have fallen into a slowdown in consumer growth, and bottlenecks in user growth, outward (cross-border e-commerce), downward (rural E-commerce) tapping into the two directions has become an essential theme for e-commerce platforms during their annual promotions.
Compared with the cross-border e-commerce that has no two in the limelight, rural e-commerce is not too late to start. On the eve of Alibaba’s listing in the US, Ma Yun led a team to visit the rural e-commerce network headquarters. Later, Alibaba announced the launch of the rural strategy of “Thousands of County Villages”, with the goal of establishing 1,000 county-level service centers and 100,000 Village-level service station; in March 2015, Jingdong rural e-commerce related projects were established. On August 11, the rural e-commerce channel was launched. The main categories were seeds, pesticides, fertilizers, agricultural machinery and agricultural tools.
As of August 2016, rural Taobao has landed in 29 provinces, opened more than 300 county-level service centers, nearly 18,000 villages, and nearly 20,000 rural Taobao partners and Amoy helpers.
The numbers are large, but the market is still not fully activated. In 2017, Eleven, Village Amoy created a total of 58 agricultural products, covering about 20 poverty-stricken counties, of which 20 products completed a total sales of 450 million yuan (the total sales of Tmall double 11 that day was 1681 Billion).
According to the “Shenzhen” field visit, the rural town consumers at this time did not recognize the entry of large-scale e-commerce platforms. The problem encountered by large-scale e-commerce platforms in opening up the rural market is that these cities are rapidly expanding their core construction.The established team does not understand the status quo in the countryside, nor does it know how to establish its own e-commerce channel in the countryside.
There are people in the industry who said to the “Deep Net”: “At present (2016) rural e-commerce logistics construction is still difficult, and the purchase demand cannot be a high frequency. If the e-commerce platform carries out large-scale promotion, the cost and The return is disproportionate, so before the logistics system is perfected, the e-commerce festival will not involve rural e-commerce.” Rural residential dispersion, poor transportation infrastructure, high logistics costs, low efficiency, “upper agricultural products” and “industrial products down” The road is very difficult.
In March 2018, the Ministry of Transport released figures. By the end of 2017, the total length of rural roads nationwide exceeded 4 million kilometers, 99.99% of townships were connected to rural roads, and 99.97% of the roads of established villages have been opened. Subsequently, the China E-commerce Logistics Operation Index, which was jointly investigated by the China Federation of Logistics and Purchasing and Jingdong Group in May 2018, showed that the rural e-commerce logistics business rebounded.
This means that highways on the physical level have spread all over the sinking market, while highways on the other information level have been basically completed. Around 2015, the traditional mobile phones represented by OPPO and vivo entered the vast market below the 3rd and 4th lines through offline channels, and sold smartphones to factory factories through urban and rural hypermarkets and sinking couples. Young people in the town and a group of older urban people. Along with the further sinking of smartphones, there are a series of Internet infrastructures that are already mature in first- and second-tier cities, such as mobile payment, short video, and live broadcast.
Pan Duo has become the first e-commerce company to really eat the infrastructure sinking dividends: In 2017, the transaction volume exceeded 100 billion in many years. To reach this figure, Jingdong spent 10 years and Taobao used it for 5 years. This sinking market has also awakened the second spring of Alibaba and JD. The main growth directions of the two home appliance giants in recent years have also targeted the fourth- and sixth-tier cities and even the township market.
During the 618 period, the sinking market has become a key concern. Jingdong launched the “City City Cash” and other activities, grabbing the sinking market with the purchase model; Ali has suddenly launched a long-term budget that has been tepid, and there are data showing that nearly half of the orders for this year’s 618 are from the sinking market. Jia Luo, general manager of Alibaba’s marketing platform, one of the principals of Tmall 618, said, “The sinking market is an important incremental market in China and the main direction of China’s consumption development.”
The ship is difficult to turn around
A few years after the first appearance of the double eleven, Alibaba greatly promoted the pace of e-commerce development in China. In the wave of popularity of PCs, popularity of smartphones, and consumption upgrades in China, Alibaba also accurately grasped it. Pulse has always been a well-deserved leader in the e-commerce industry.
But in the battle for the sinking market, Alibaba is clearly in the role of chaser