This article is from WeChat public account:阑夕(ID:techread), title map from: Visual China
Like the throughput of the port, the industrial era can be viewed as a barometer of the national economy. The “double eleven” boom may break some anxiety about the current economic weakness and no one to consume.
Every year there is a suspicion that Ali is falsifying the number on the “Double Eleven”, but in fact, This is a lack of experience in operating the business, because of the huge structure of the structure like Ali. Machines, controlling sales figures are one of its operational obligations.
I said last year, what Zhang Yong needs to consider is how to limit the “double eleven” GMV not to rush too fast, so as not to give up his future rice bowl:
Seeing a lot of people questioning the record high turnover is too exaggerated, both horizontal and verticalAli made a screen on the screen in Shanghai’s event venue, and there was no third party to supervise. So, isn’t Ali able to edit the numbers as he pleases?
This is actually a very interesting topic that is worth discussing. Just like in the first five years or even the first ten years of Taobao, there is always no doubt that the voice of e-commerce is very eloquent. Not so many people buy things online, Taobao’s circulation is all fakes, etc. – but today, when online orders have penetrated into almost everyone’s lifestyle, when e-commerce accounts for social retail consumption After the total amount exceeded 10 percentage points, all the sings disappeared.
But what I want to say is actually the opposite logic and facts – maybe many people will be surprised by this – that is, although Ali can’t control the specific transaction figures, it controls through macro-flow control The reservoir for resource allocation – in fact, there is an act of curbing the total turnover.
As in the business level of listed companies, controlling revenue and profit is a basic common sense. You need to design a long-term growth structure instead of rushing to make money for next year. This will help the capital market. The understanding and expectations, so companies such as Tencent will be as long as possible in the release of the game project – often endless internal testing – both to ensure that there will not be a situation of mutual struggle, but also to plan the flow of water The procedure is not to be exhausted.
Ali certainly hopes that the “Double Eleven” GMV will hit a new high every year, but if there are too many highs, then all the benefits will turn into a disadvantage, because the crisis born out of thin air is: If you make a 3000 this year Billion, then what about next year? Is it really necessary to put Comrade Zhang Yong into the fire pit?
Obviously, smart people know what to do.
But abstracting this judgment will impact the logic of many people: What, you said that Ali will not only falsify the number on the “double eleven”, but will also suppress it? I don’t believe, you are lying!
Or, any listed company will plan its own financial growth rhythm. The sales target set at the beginning of the year is not a brainstorming, but a comprehensive calculation based on a complicated formula and capital considerations. The expectation of rising volume has reserved enough imagination for the future. Yes, many times it is possible to earn all the money for the next ten years, but “may, no need.”
Every year’s “Double Eleven”, Ali is an operational team with a lot of volume/volume, just like “there is more water and no more water.”The reason is that the trading amount of the whole station is precisely controlled on a curve that you want. This is the simplest ROI algorithm. If the internal setting is 25% year-on-year growth, but after the mid-term finds that the momentum is not enough, then according to the ratio plus Buy traffic until the gap is filled.
Even every business on Tmall can control the sales of the day on the plan. I remember that the sales of Xiaomi in the last hour of “Double Eleven” may be friends. If the business is over, it will not be a secret to temporarily release a batch of coupons and then successfully save the first.
What you need to know is that GMV is positively related to revenue/profit. GMV can be filled with water, but revenue/profit can’t be changed out of thin air. If a platform’s GMV rise is “manufacturing “Out, but at the same time revenue / profit is still rising year on year, then this company is afraid that someone has learned alchemy.
So, since the number of “Double Eleven” can be precisely controlled like a water valve, does it lack the ability to faithfully feedback a certain consumer index?
Maybe it is true that the number itself is a symbolic symbol for easy memory, so it is suitable for public relations communication, but behind the scenes, what is more important is the demonstration of commercial power to rewrite social activities.
It highlights the power of emerging technologies, Chinese manufacturing innovation and even business change.
An intuitive example is that with big data and cloud computing technology – Ali is the only technology giant with 100% of its own business – consumer behavior can be fully digitized and can be perceived and analyzed by This back-feeding side carries out design, research and development, production guidance, helps brand businesses to establish the endogenous driving force of digital growth, and promotes the reform and innovation of the supply side of the manufacturing industry.
More and more domestic and overseas brand companies are also actively embracing the online and embracing new retail. On the day of 11.11, there were 299 brands breaking through 100 million, compared with 63 last year, including 15 more brands. The daily turnover exceeded 1 billion. All brands that have achieved an outbreak have almost one commonality: they all launched new products during the Tmall Double 11 period.
In other words, the Tmall Double 11 is not a digital event, but a grand event of innovation.
Behind this event, you can see that the Tmall platform relies on Ali’s business ecosystem to digitally empower the physical industry, from cloud services to IoT technology, from smart logistics to financial services, to the entire new retail system. Benefit from this, digital infiltrationIt has penetrated into almost every aspect of the consumer field, which has formed a trend of shopping and carnival.
The peak transaction volume of 544,000 per second, a new record of 1.292 billion pieces of logistics orders per day. Under the digital appearance, the digital economy has broken the constraints of time and region, achieving no difference for consumers across China. The shopping experience, called new consumption, is not an exaggeration.
This is not only the essence of Tmall Double 11’s success this year, but also a microcosm of China’s digital economy.
A decade ago, when the “Double Eleven” was first presented to the desk, it was only used for Taobao Mall (Tmall’s The predecessor) The special product of the revival, due to the demand for resources from the group, so that the following years have repeatedly hung on the verge of being canceled.
Today, “Double Eleven” has developed into a shopping spree with the “Black Friday” on the other side of the ocean. Its original network interpretation – Singles Day – is even forgotten, the entire e-commerce ecosystem – Competitors including Tmall – all of them are “wrapped” to build a reservoir with unique value.
This kind of shaping is not produced overnight. Only by “delayed photography” to observe the great evolution of the decade, can we find that every detail is changing with each passing day.
From the battle between the virtual economy and the real economy, to the innumerable supply chain for the transformation of the Internet, from the impact of the wave of e-commerce to retail stores, to the strategy of online and offline homogenous prices, from a company The marketing campaign that is left alone, to the grand agenda that the whole society is hotly discussing and participating in, such a subtle change is the meaning of the “Double Eleven”.
The modern culture of consumerism is certainly not worthy of a book, but consumption is actually the greatest return to production, and the best tool to ensure the quality of life is rising year by year. It does not mean that temperance is no longer a virtue or greed. It is no longer a sin. I mean, everyone has the right to be better to himself. This motive is beyond reproach.
At least, buying, buying, and buying this thing is not bad.
This article is from WeChat public account:阑夕(ID:techread)