This year, Tmall's "Double Eleven" performance is expected to exceed 200 billion.
"Double 11" turns on the screen mode!
As of 1:47 on November 11, Tmall's sales exceeded 100 billion on the same day, which is more than 7 hours faster than the same period last year. According to this growth rate, this year's Tmall "double eleven" performance is expected to exceed 200 billion. In addition, other e-commerce giants also followed suit.
In the past 9 years, Taobao/Tmall “Double Eleven†sales have increased by more than 3,200 times. With the advent of the decade-long exam, major Internet giants have also opened new channels.
2018 "Double 11" performance overview
In 2018, "Double 11" continued to refresh records.
Let’s first look at the real-time sales of this year’s “Double 11†Tmall:
2 minutes and 05 seconds, sales exceeded 10 billion, nearly one minute ahead of last year.
26 minutes and 03 seconds, sales exceeded 50 billion, nearly 15 minutes ahead of last year.
35 minutes and 17 seconds, sales exceeded 57.1 billion, exceeding the 2014 double 11 all-day sales record.
At 1:47:26, the sales exceeded 100 billion, and the same turnover in 2017 reached 9:00:4.
Other e-commerce giants are also outstanding in their performance, among which:
Jingdong official micro-release news, as of 22:56 on November 10, the cumulative order amount exceeded 100 billion yuan.
Suning Tesco President Hou Enlong Weibo issued a document saying, "Real data: 4 seconds to break 100 million, 50 seconds to break 1 billion."
Netease koala official micro also said that this year's "Double 11" platform sales exceeded 229 seconds.
According to the Securities Times, 30 minutes before the "Double 11" this year, the number of transactions of Tmall platform has exceeded 100 million, including:
Lin's Wood, Gujia Home, Hao Laike, Nike, Uniqlo, Adi, Senma, Jack Jones, Belle, gxg, only, Camel Shoes Group, Bosideng, Veromoda, Anta, Procter & Gamble, Baique Ling, Barabala, Three Squirrels, Xiaomi, Apple, Glory, Haier, Midea, Huawei, Oaks, Cobos, Hisense, Philips, Supor.
According to Alibaba news, in the first two hours of this year's "Double 11", 105 brands have sold more than 100 million.
According to this calculation, the probability of Tmall's "Double Eleven" performance exceeded 200 billion this year.
According to the China Fund, Alibaba Group CEO Zhang Yong predicted that the number of "Double 11" packages will exceed 1 billion this year. The data shows that the number of parcels in 2017 was 812 million, an increase of 23%. According to this growth rate, the market predicts that the transaction volume of Double 11 will be around 196 billion this year. "
"Double 11" Ten Years Road
This year is the tenth year of "Double 11". In the past ten years, Taobao/Tmall Festival has been joined by major e-commerce platforms, and its sales data has even become the vane of the entire retail industry.
Among them, Ali "Double 11" also increased from the initial sales of 52 million to 168.2 billion in 2017, and increased by nearly 3234 times in 9 years.
In addition, the cost investment and sales performance of Jingdong and Suning Tesco in the “Double 11†period have also increased significantly in recent years.
Among them, the total amount of orders placed during JD's 2017 activities was 127.1 billion yuan. During the Suning Tesco 2017 event, omni-channel achieved a growth of 163%.
The express delivery industry is also dimmed
In addition to the retail sector, “Double 11†is one of the focus of the market.
Securities Times news, the rookie announced on Saturday (November 10) that during the "Double 11" period will be more than 2 million yuan, rewarding outstanding couriers.
Among them, 1111 five-star couriers will each receive a 1111 yuan dream fund. On the same day, the rookie also teamed up with China's major courier companies such as Yuantong, Zhongtong and Shentong to launch the “Urban Superman†care plan. The rookie station and express outlets in more than 50 cities across the country provided ginger tea for free. Deshang line double 11 "warm heart map".
According to the National Bureau of Statistics, the cumulative value of online retail sales and the online retail sales of physical goods from May to August 2018 have gradually increased, with the growth rate ranging from 28.2% to 37.3%. In the past three years, the average growth rate of online retail sales in the country has been around 30%.
Galaxy Securities reported that in the past 10 years, China's express delivery industry's operating income has grown rapidly, from 40.8 billion yuan in 2008 to 495.7 billion yuan in 2017, with an average annual growth rate of 30.97%, with obvious rapid growth characteristics.
It is worth noting that from the data of monthly express delivery business, the volume of express delivery above the scale has steadily increased, with a monthly average increase of 44.07%. Among them, the value in November 2017 reached a peak of 4.71 billion pieces, mainly driven by activities such as “Double 11â€, which stimulated network consumption and increased the volume of express delivery, from 2014 to November 2017. The data can reflect the impact of “Double 11†on business volume. The law of operating income is similar.
According to the China Fund News, the State Post Bureau has issued a "warning" earlier. During the double 11 period this year, the business volume of postal (fast) parts handled by the whole industry will exceed 1.87 billion pieces from November 11 to 16!
Channel "sinking" trend
The differences in the performance of the “Double 11†by the organization also reflect the tightness of the current online dividend. In fact, the major Internet giants have already turned their attention to the offline.
According to iResearch, this year, Ali first launched the dual 11 partner program, Tmall, Taobao ticket, Gaode map, salted fish, word of mouth and other online platforms as well as box horses, hungry and other offline consumption scenes and Yintai Alibaba's offline strategic partners, such as shopping malls, homes, and RT-Mart, will all invest in the double eleven battlefields.
Ali will unabashedly show the full power of the new retail track, leaving no room for competition.
At the same time, other e-commerce giants are also in action.
According to the investor report, at the 2018 Global Intelligent Logistics Summit, Jingdong Logistics released the first six product systems covering Jingdong Supply Chain, Jingdong Express, Jingdong Cold Chain, Jingdong Express, Jingdong Cross-border and Jingdong Yuncang to strengthen Jingdong's logistics advantage in the competition.
In addition, the old-fashioned retail giant represented by Suning has been expanding its line of “online + offline†in recent years, and has extended its reach to the fields of finance, logistics, culture and sports, and is transforming into a new consumer giant.
Among them, Suning Tesco proposed 30 days high price no reason to return, 30 days return, 365 days replacement; express delivery enabled half-day delivery, delivery on the same day, and the next day delivery.
From October 20th to November 12th, 2018, Suning Tesco launched the “National Carnivalâ€, which is mainly engaged in online and offline omni-channel and eight industry linkages. Suning Tesco will have nearly 10,000 full-scale stores across the country to participate in this large-scale event.
In fact, during the “Double 11†period in 2017, traditional retail enterprises under the major lines began to gradually participate in the “Double Eleven†activities, showing the strength of offline channels.
Still facing performance test
After a decade of experience, the market began to disagree on the performance of “Double 11â€.
The Everbright Securities Retail Industry Research Report believes that Alibaba recently lowered its guidance for the fiscal year 2019 by 4-6%, and pointed out that the reason for the downgrade is “in view of the current uncertainties in macroeconomic conditionsâ€, so the “double 11†data for this year is predicted. Or the smooth performance of the wave is not shocked, it is estimated that the overall growth rate is 20%-25%, a certain degree of decline compared to the growth rate of 39% last year.
Huatai Securities Research Institute believes that Tmall "Double 11" will show three major changes in 2018, and it is expected to drive the transaction volume to maintain rapid growth. include:
1. Ali's life and entertainment business is fully assisted, and Tmall's traffic is expected to increase significantly. This year, Tmall's "Double Eleven" Ali Digital Media and Entertainment segment's Flying Pig, Youku, Shrimp Music, UC Browser, Gaode Map, Salted Fish and other subjects will fully participate;
2. The trend of consumers' double-line shopping is obvious, and the channel of “Double 11†is expanding. This year, Ali's box horse, RT-Mart and the home of the house will participate in the Tmall "Double Eleven" event for the first time; Jingdong will join the offline X-No-Supermarket, 7fresh and other innovative formats; Suning this year "double eleven With the theme of “Suning on the Internetâ€, more than 6,000 stores including Suning Yundian, Red Kids, Su Xiansheng, Retail Cloud and Suning Store will participate;
3, the trend of shopping socialization, the "social + e-commerce" model is expected to provide greater help. This year, the social e-commerce industry has developed rapidly, and the effect of the “e-commerce + social†model has been verified.
Therefore, the report believes that this year's "Double 11" network-wide GMV will increase by 35%-40%, of which Tmall GMV will increase by 30%-35%.
Comprehensive China Fund News, Securities Times, Investor News, iResearch, CICC, Galaxy Securities, Huatai Securities, Everbright Securities, Guojin Securities, etc.
Image from: Tmall official microblogging, Jingdong official microblogging
Responsible editor: Ge
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