At 2400 hours on november 11th, the sales data of the electrician platform came to a higher level: skycat transactions amounted to $2684 billion and kyoto transactions to $204. 4 billion; logistics orders had reached more than 220 countries/regions; and in new york city, united states, there was a chinese-language trade union with the name of "biple 11 happy" at the shoes
Through popular doorways: this year's 11-year-old “two 11” became a global shopping festival under the same name as the western “black friday” – not so much because of “internet thinking” innovations, but because it is a common practice in economics。
The first is to promote sales with festivals. The “festive economy” has a long history as an effective pattern of economic consumption, as the festivities of festivals have long been proven to stimulate people's desire for consumption. Internet companies are happy with festivals, hoping to take the “four day economy”, such as the “eat and food day” on may 17, and the “i love you” on may 20. The classic case of the festival is "two 11" and ali baba 's lull will be transformed into a "shopping festival" on november 11, to be converted into a shopping carnival. The recently published british economist wrote that “two 11” is not just china, but a world holiday, the busiest shopping day on the planet。
In 2009, the concept of internet purchases had not become widespread, electrical platforms, like offline traders, had been promoted during traditional holidays, and consumers had not paid enough attention to online sales, and measures were needed to make them more visible. The chairman of the board of directors of ali baba and ceo zhang yong recalled that it was a coincidence that in 2009 they had launched the “two-to-one” campaign to remind consumers of the city of treasure (the predecessor of skycat). Starting on 10 november 2015, alibaba has been able to create an atmosphere of “spring and evening” by organizing a comprehensive arts evening, during which advertising and direct sales, together with the few preferential margins, have undoubtedly been effective in provoking online shopping。
On 10 november, the night of the cat's “two 11” carnival, held in shanghai in 2019, was broadcast live through yoko, zhejiang watch and orient watch. Eighty-six stars from within and outside the country brought a four-hour high-quality performance. That evening, hunan watch suning's 11th high night was also held in changsha。
The carnival was accompanied by an increase in sales, which, according to the monitoring of the major databank of the “electro-digital treasure” electrician industry, during this year’s “two-to-one” campaign, was expected to be worth tens of billions of yuan, with multi-trading estimated at almost hundreds of billions, and, together with transactions by small and medium-sized electricians, such as the internet’s easy-to-selection and the temple, was expected to be close to $600 billion over the course of this year。
The second is to balance head and longtail markets. If the internet economy is characterized by long-term effects, the role of the “two-eight law” in economics is equally prominent in this “two-one”。
On the one hand, the growth of users in the down-market has led to the creation of viable sources of water. More than 60 per cent of the purchase orders for this year's skycat “dubly eleven” brands, such as haile, pereya, and gupta gate, come from the sinking market, with almost 100 per cent growth in the falling market, and more than half of the orders for high-end mobile phones such as iphone11 and mate30pro. Data show that 70 per cent of the 226 million new active users in the last two years came from the sinking market. This year, the number of users involved in skycat two eleven has increased by more than 100 million compared to last year's date, most of them from the sinking market, which is considered to be an important driving force in the record number of skycat two eleven transactions。
An increasing number of branders have chosen to use electric power platforms as the main means of reaching consumers, precisely because internet technologies have significantly reduced transaction costs, helping them to reach more consumers at lower cost, and effectively opening up markets in remote areas and long-term markets such as the “silver hairs”。
On the other hand, the traditional “two-eighth law” has not lapsed. During the two-point 11 campaign, the cost of passenger units in the third line and below of the kyoto platform was 130 per cent for the same period last year, with orders representing more than 80 per cent of the entire platform. At the same time, during the “two eleventh” period in 2019, the average per capita consumption of plus members in kyoto was four times that of ordinary users of the platform, one of whom had spent 467,000 yuan apiece, the highest amount for the platform, and a total of 246 individual members. As the country's first electric power company with a four-year fee-paying membership system, kyoto has 15 million plus members who prefer high quality consumption. According to their latest financial statements, as at 30 june, there were 321. 3 million active users in kyoto over the past 12 months; as at 30 september, there were 693 million active users in ali baba. Compared with the number of active users in the two enterprises mentioned above and the amount of transactions in this “two eleventh” period, it can be seen that users with greater purchasing power, such as plus members in kyoto, contribute significantly。
Indeed, the huge consumer potential that has been unleashed by the sinking market is precisely the reason why it has risen so rapidly as the third largest electric power platform after ali and kyoto, a market that has become the site of competition for power platforms like ali and kyoto. The “twenty-eight law” has also led to the “upload” of commodities being sold. Users who are used to buying fruit, daily fast-for-work items found that in this double 11 campaign, subsidies were given more to high unit-price items such as sony alpha7riv and iphone11。
Once again, online and offline integration. Cross-border competition is prevalent in the internet, not only as a platform for multi-party outreach to sub-sectors, such as the start-up groups that have expanded their operations in areas such as tourism, travel and so forth; but also as an electrician platform that has long been able to reach deep-seated ground, expanding its circle of friends and increasing sales through advanced technological means such as data and cloud computing for offline traders in the context of “internet+”。
On 11 november, at 0000 hours, the world's largest electronics experience store, the kyodong electronics supertest, officially opened the door for customers. By 12 noon on 11 november, more than 30,000 consumers had gone to shop and experience, and only one hour of sales had exceeded $10 million, successfully spreading the heat of the bipolar 11s to real shops。
During this year's "two-star 11" period, consumers can experience the sale of electricity, digital goods, etc., on the kyoto line, as well as 100 dollars in small-scale electricity, home and household goods, as well as the simultaneous purchase of pre-sale goods for kyoto's "two-star 11" activities, and enjoy the rapid services of kyoto logistics. By 12 noon on 11 november, the turnover of five star appliances in digital channels had increased by more than 100 per cent each year。
In 2016, alibabba advocated new retail sales, and during this year's “two-to-one” period, the downward atmosphere became more intense. On 16 october, gin-taek became the country's first fully-fledged department store, operating 100 per cent on aliun. As a pole for “refitting” through ali's new retail sales, the total sales of silver thai department goods increased by 24. 2 per cent over the same period in 2019, and the number of trade orders on apple, meow street, created by ali baba, was 7. 5 times higher than last year。
With the help of ali baba, during this year's bi-eleventh year, the house, the red star and america caylon, were upgraded to a digital mall in the country's total of 77 city 134 stores, with easy access online. On 11 november, the sale of 110 stores in the 71st city exceeded $1 billion at 0905 hours, while the sale of 24 stores in the 6th city of red star america retailed at 1037 hours on 11 november exceeded $1 billion。
The thinking that accompanied the big data re-engineering, digitalization and operation extended to the whole area of consumption, from being relatively independent and conflicting to being mutually supportive and integrated。
With the passage of this year's "two 11s", the record of transactions created by electric power platforms will be historic. After five consecutive years of national consumption in 2019 as the first engine of our economic growth, the question of how to continue to stimulate consumption dynamism remains to be explored. It is expected that, in addition to marketing performance, the electric power platform and related communities will explore further the relationship between the new consumption era and consumers, the platform and physical stores, and even the platform and producers, to further enrich modern economics, which is believed to have begun a digital revolution。
