Abstract: Tencent’s sinking ecology is no longer a monopoly. Jingdong quietly used Beijing to regain a city.
文 | Cecilia Xu
Research Assistant | Jia Baoqi
This year’s double eleven teams competed, but the fight and the Jingdong created a surprise at the same time?
Re-acceleration era
In 2019, “Double Eleven” ushered in its eleventh birthday. As the volume increased, the image of “Double Eleven” began to become cumbersome. However, at this moment, the 11-year-old “Double Eleven” showed us the hidden lightness under its cumbersome appearance with accelerated growth.
The report of the star map data shows that as of 24:00 on November 11, 2019, the sales of the “Double Eleven” network this year reached 410.1 billion yuan, a year-on-year increase of 30%. Compared with 20%, the growth rate of 24% increased by 6 percentage points in 2018, return to the accelerated era.
Ali: “oh my god, buy it and buy it”
Official data show that this year’s “Double Eleven” promotion, Ali sales reached 265.3 billion yuan, accounting for 65% of the total network sales, although compared with last year’s 68%, but still far ahead On other platforms.
Unlike previous years, this year’s “Double Eleven”, Taobao live show, Li Jiaqi’s “oh my god, buy it to buy it” has become a beautiful landscape. The data shows that Tmall double 11 all day, Taobao live brings nearly 20 billion transactions, more than 10 live broadcasts lead to over 100 million. Among them, the home-based and consumer electronics industry live broadcasts led the year-on-year growth of more than 400%. More than 50% of merchants are broadcast liveNew growth.
The “Sinking Market Report” published by QuestMobile shows that users under the age of 18 and over 46 are in a sinking market with a high proportion of users, have more leisure time, and are very sensitive to cash rewards and prices. These characteristics provide a fertile ground for the development of live e-commerce.
As the fist product of Ali’s sinking strategy, Taobao Live’s eye-catching performance in the “Double Eleven” is a shot of a strong shot in the sinking Ali.
Jingdong: “Jingxi” is really a surprise?
The report of the star map data shows that Jingdong’s “Double Eleven” sales reached 70.5 billion yuan, a year-on-year increase of 30%, much higher than last year’s year-on-year growth rate of 0%. According to official data from Jingdong, the total turnover (GMV) on November 1-11 reached RMB 204.4 billion, a year-on-year increase of 28%.
No matter which group of data, Jingdong’s double eleven performance this year is much better than last year. Why is Jingdong so good?
The high overall consumer sentiment is one of the reasons. Different from previous years, this year’s “Double Eleven” has been filled with a huge subsidy atmosphere. The price competition of “tens of billions of subsidies” opened by the fight has made the entire e-commerce market full of smoke and also pushed up the purchase of users. Passion. Stimulated by various subsidies, this year’s Double Eleven has achieved even better results.
In addition, Jingdong sinking brand “Jingxi” seems to have really created a surprise. The double eleven battle report shows that Jingying, a global social platform with the core of the purchase, sells 101 million items throughout the day. Nearly 70% of the users come from the third to sixth tier cities, and the sixth tier cities account for nearly 30% of the total users. Jingxi has a good start.
It is worth noting that, as “Jingxi” replaced “Jingdong Shopping” to obtain the WeChat level entrance, the more sinking “Jingxi” can help Jingdong to acquire more sinking market users, but Also have to face a lower price per customer.
In addition, within the WeChat ecosystem, Jingdong also has two entrances: “Jingxi” (Level 1) and “Jingdong Shopping” (Level 2).On the one hand, it will dilute the reliance of users on the WeChat sinking, and on the other hand, it will provide a more perfect Jingdong for WeChat users.
Overall, sinking has become synonymous with the next stage of JD. The competition between it and the fight will be further intensified. However, with the addition of Jingxi, Jingdong seems to have regained 10% in the battle for a lot of battles. After all, the sinking users in WeChat are no longer just playing more and more exclusive.
Too much: How fast?
Since joining the double eleven last year, it has shown the trend of dark horses. In the first year of sales, the sales reached 9.4 billion yuan, surpassing Vipshop to rank fourth. This year’s momentum is still unabated, sales reached 25 billion yuan, an increase of 166%, and the market share doubled from 3% last year to 6%, becoming the third largest e-commerce platform (GMV perspective).
Although the growth rate of 166% is significantly higher than that of the peers, this data is not eye-catching for the fight..
The news shows that before the official start of the double eleven, the company’s November transaction volume (GMV) was put forward. The goal is to reach three times in October.
According to the monitoring data released by Supersymmetric Technology, the number of GMVs in October reached 107.7 billion yuan, which means that if you want to achieve a goal of 3 times, you need to complete 300 billion yuan in November. According to such a goal, the figure of 25 billion yuan on the “double eleven” day does not seem so glamorous.
Because there is a lot of official GMV data, The real contradiction appears on the monitoring data of the double eleven. The Zhisheng Research Institute observed that in addition to the large differences in the past year, in addition to the large differences, it is concentrated in the monitoring of the fight. The data of the super-symmetric release shows that there are many “double eleven”. The GMV reached 42.8 billion yuan that day, 71% higher than the star chart of 25 billion yuan.
Obviously, if it is really super-symmetric monitoring, the multi-double 11 GMV will reach 42.8 billion yuan, and the performance of the fight will be considered to be bright, But the Zhisheng Research Institute believes that this is There are a lot of distances set for yourself (3 times in October) but there is still a distance.
It is worth noting that since the “billion-dollar subsidy” plan has become the norm, after the double eleventh festival, the fight may still maintain a relatively good trend, compared with the pulse type of Jingdong and Ali. “Double Eleven”, the volume of double 11 trading may be more gradual.
Jingdong pulls back a city
After the double eleventh, as “Jingxi” began to open the situation in WeChat, and Ali is also sinking, many of the sinking in the sinking market will be attacked by the enemy It seems that next year is the year of rushing to the test.
In addition, due to the multi-billion-dollar subsidy, the price of some branded star products is much lower than the official price. The Zhisheng Research Institute suggests that such a large subsidy may cause the brand’s strategy and image. A certain impact, if the brand is more difficult to fight, then the situation will not be just as simple as the two rivals Jingdong and Ali.
And for JD.com, subsidies are inevitable in the process of sinking. How to make subsidies play a bigger role, bring more customers and guarantee the profit level for JD. Critical.
But at least we see, In Tencent’s sinking ecology, the fight is no longer a big one, Jingdong quietly uses Beijing to pull back a city, but whether Jingxi can continue to bring surprises Need constant attention.
Mobile: Huawei is growing by leaps and bounds, and Xiaomi is equally gratifying
According to the data provided by Magic Mirror Intelligence, this year’s “Double Eleven”, Tmall’s total mobile phone product category TOP 10 brand total sales reached 4.73 billion yuan, an increase of 27%. Among them, Huawei’s year-on-year growth rate reached 187%, achieving leap-forward growth; Xiaomi’s year-on-year growth rate of 42% has been freed from last year’s decline.
There was a lot of pressure from outsiders, and Google’s restrictions on its own development, such as the suspension of cooperation with Huawei, this year was a particularly difficult year for Huawei. However, this year’s Mate30, P30 and other products launched by Huawei can not be compared with the past products. At the press conference, Huawei also directly compared its own Mate series products with Apple products, and took the lead in launching 5G models.
Members: Gree is far ahead of the industry growth rate, and millet growth is worrying
According to the data provided by Magic Mirror Intelligence, this year’s “Double Eleven”, Tmall’s total platform TOP 10 brand total sales reached 10.07 billion yuan, a year-on-year increase of 52%. Among them, Gree’s year-on-year growth rate reached 233%, far exceeding the industry growth rate; Xiaomi’s year-on-year growth rate slowed to 14%. It seems that the new power generation is not very optimistic, and it is worthy of attention in the future.
Beauty: Unexpected champion
The finished domestic beauty brand is finishedThe US diary was promoted by the whole network in 2018. In the double eleven, it also surpassed many other international brands by its own high cost performance. It is the first place in the sales share of beauty brands, and it still suffers consumers this year. Favor. In this double eleven perfect diary, with the high flow rate obtained by the higher growth rate and the cheaper route, the first place to get the sales share is also expected, and also maintained in some sub-categories. The first place in many sales.
Overall, the overall performance of the Double Eleven this year is still strong, sinking has become synonymous with the double eleven. Although the Zhisheng Research Institute believes that the GMV in the third quarter will exceed market expectations, the fight will be more than next year.
Tencent’s sinking ecology , Jingdong has quietly moved back to the city with Jingxi. After the fierce competition, can Beijing Joy continue to surprise? At the same time, it is worthwhile to pay attention to the pressure to continue to create growth in the pressure of the brand, Ali, and Jingdong.