In Zhang Yongs view, the core driving force of new consumption is innovation. Double 11 needs to innovate continuously, only in this way can it have vitality.. Only by constantly challenging ourselves can business power truly gather.
From November 11, 2009, the daily turnover of Taobao was RMB 50 million to 1:36 in 2019, breaking 10 billion, 1:03 breaking 100 billion, 24-hour breaking 268.4 billion What is the driving force behind the constantly refreshing numbers? In the two weeks before and after the continuous follow-up of the double 11, Nandu reporter interviewed Jiang Fan, President of Taobao tmall, tmalls business team, juhuasuans business team, and nearly 10 businesses on the platform, trying to analyze the driving force behind the numbers.
Training ground of Ali economy
Zhang Yong said that his annual double 11 is most concerned about peak technology.. In this years tmall 11, Alibaba cloud supported order creation peaked at 544000 transactions / second. This is equivalent to that consumers sit in six bird nests and place orders online in the same second. Money cant be miscalculated and inventory cant be miscalculated. This is the foundation of the double 11 from a website activity eleven years ago to a consumer Festival. Even today, it has become the Olympic Games of global commerce and an economic phenomenon of the whole society Behind this is the power of technological innovation.
Double 11 is a festival for consumers and a great training for us, including the improvement of our internal organization and coordination ability and the ability of businesses, Jiang Fan, President of Taobao tmall, said in an interview with Nandu that more than 200 CEOs of businesses often participate in the joint innovation with Alibaba in daily operation, including the docking with the technology team and application team. In Jiang Fans view, the tmall double 11, which has entered the eleventh year, has not been a digital event for a long time, but a grand event of innovative forces. No matter the total turnover of tmalls double 11 reached a record 268.4 billion yuan, or 299 brands entered the billion yuan club, behind which are more than 200000 brand innovations and millions of businesses seeking change.
According to the data, Taobaos dau (daily active user) is more than 500 million, an increase of more than 100 million users over the whole day of last year, which is also the most critical KPI set by Jiang Fan for tmalls double 11 this year.
In response, Professor Liu Qiao, Dean of Guanghua School of management, Peking University, said: China has the largest middle-income group in the world, and the number of 500 million consumers participating in the double 11 means that China may be the worlds largest consumer market in the first 50 years of the 21st century. From 200000 brands participating in the double 11, this figure itself gives policymakers, entrepreneurs and market confidence.
The turnover of 299 brands driven by Shangxin exceeded 100 million yuan
Just one minute after 0:00 on November 11, the turnover of Adidas exceeded 100 million; Nike exceeded 100 million in 1 minute and 45 seconds; within 10 minutes, the turnover of Apples official flagship store reached seven times of that of last years double 11 full day The final data shows that within 24 hours, 299 brands have achieved a turnover of more than 100 million yuan, and entered tmalls double 1.1 billion yuan club, an increase of 62 brands over the previous year, including first-line brands such as Estee Lauder, apple, Li Ning and bosden, as well as original Internet brands such as perfect diary and homefacialpro, which have grown from Taobao tmall platform. In addition, there are 15 brands with a single day turnover of more than 1 billion, double the number last year.
It is worth noting that almost all brands that have achieved the outbreak have one common feature: new products launched during tmall double 11. New product consumption has replaced the previous low price de Stocking mode and become the core driving force of tmall double 11.
In fact, throughout 2018, we have found a blowout outbreak of new products on the platform. In 2016, there were 4 million new products, in 2018, there were 40 million new products, and this year, there are 90 million new products. At the same time, the growth rate of new product consumption is more than two times higher than the market, said Jun, director of tmall brand marketing center, before the double 11, there are 75 million new products on the whole Taoxi platform at present Heavy consumption of new products, excluding some accessories and small pieces of consumption, the whole new product will probably have 17 per capita consumer orders.
After noticing this trend, tmall and brand businesses jointly formed a new product team. On September 23, tmall launched TMIC new digital system (hereinafter referred to as TMIC) and launched 1 million new products in the double 11 period in combination with top brands and more than 30000 new brands.
For the process of new product incubation of TMIC, four links are concluded, including trend intelligence agency, new product partner, simulation laboratory and trial sale diagnosis platform.
The trend intelligence bureau wants to share some industry trend opportunities that we have seen through background big data to the brand, so that everyone can seize the market opportunities; secondly, when doing research and new product innovation, in addition to the quantitative part, there are also qualitative parts, which need a lot of time and cost for the brand. In this part, we have introduced new product partnership People, a pioneering way of entertainment research; simulation laboratory is to test the popular products of TMIC, and 4000 products use this tool to test the new products in a year; the trial sales diagnostic platform is applicable to test the performance of new products online, possible problems, etc., and feed back the results to businesses through data , Junyi said.
It is worth noting that in the process of new product incubation with tmall, different brand businesses need different products. Among them, new fashion brands such as Daimler, domestic and foreign brands focus on the industry trend that tmall big data has insight into, while international brands such as Philips and Lancome hope to improve product positioning efficiency and shorten new product R & D process through cooperation.
Before product production, we first need to know what pain points to solve for some consumers, and then we need to produce a product that can solve this pain point. According to our normal traditional process, it will take about a year and a half to understand the process of consumer pain points, or nine months in a short time, said amander Gao, director of marketing and business development at Alibaba, Philips The products that tmall TMIC cooperates with are first launched to tmall in a certain period of time, so the problem to be solved is the pain points of corresponding consumers of tmall. Based on the sample size of TMIC and accurate user demand feedback, we have reduced the link of understanding the pain points of consumers by 30%. Next, when we enter into production, we have a very rigorous process, which is called black box internally Ordinary people cant touch it, but we hope that in the products that will be launched next year, we can work with TMIC to improve the efficiency of the production process by 10%.
According to reports, tmall new product innovation center has reached strategic cooperation with more than 1000 well-known brands in the past year. Some brands choose to jointly develop 50% of new products with TMIC, while in terms of shortening the incubation cycle of new products, the incubation cycle of 18 months can be increased to 6 months as soon as possible.
Top 54 best selling industrial belts from Guangdong
On the other side of the first-line brand with hundreds of millions of turnover, the rise of industrial belt merchants is another force driving the growth of turnover.
According to the real-time data obtained by Nandu reporters on the spot, the top 5 industrial belts that were popular in China on the day of double 11 were Guangzhou Womens clothing industrial belt, Foshan sofa industrial belt, Foshan bed industrial belt, Jiaxing leather industrial belt and Shenzhen lighting industrial belt. It can be seen that Guangdong is still the gathering place of hot industrial belt merchants. In addition to the above four industrial belts located in Guangzhou and Shenzhen, there are also a large number of small industrial belts in Chaoshan, Jieyang, Shantou, Shanwei, Yangjiang and other places in Guangdong.
According to the data released by Ali, Guangdong Provinces trading volume in the whole day of double 11 was 31.9 billion, ranking first in China, with foreign sales of 54.5 billion yuan, up 14% year on year. The hot commodities in Guangzhou and Shenzhen include mobile phones, clothing, skin care products, lamps and lanterns, customized home furnishings, etc.
As for why Guangdong ranks first for many years in a row, Jiang Fan told reporters from Nandu that Guangdong is a province with a large population and a leading GDP per capita, and the data is an objective reflection of the economic situation. Guangdong is the place with the largest number of businesses and the fastest market reaction. This year, the total sales volume of businesses in Guangdong is the largest, said Jiang Fan. In the past few years, businesses in Guangdong have done very well, and large and medium-sized enterprises have made rapid progress in Taobao tmall.
In addition, Jiang Fan, a reporter from Nandu, said that some characteristic industries in Guangdong are facing new growth opportunities under the promotion of e-commerce. There are many foreign trade enterprises in Guangdong who are more likely to reach the domestic consumer groups through e-commerce platform. These are their new opportunities and changes brought by e-commerce to the industry, Jiang said.
Before the double 11, the reporter from Nandu visited the merchants in Zhongshan small home appliance industrial belt, Dongguan headphone industrial belt and Shenzhen digital 3C accessories industrial belt, and found that none of these small and medium-sized merchants had tried new technical means such as production line digital transformation and c2m customization in the past two years.
According to Alibaba data, in the first hour of the double 11, 50 million c2m direct supply orders were generated through the juhuasuan platform, and 170 million c2m orders were generated in the whole day of the double 11, which means that reverse commodity customization has become a normal state that can be copied on a large scale from the trial water of small businesses. In addition, according to the insight into the digital transformation of enterprises in 2019 released by Alibaba Research Institute, the deeper the digital transformation, the more significant the business growth, and comprehensively embrace the brand of Alibabas business operating system to achieve the best performance in tmall double 11 history. Zhang Yong believes that the trend of customization based on consumer demand is just beginning, which indicates the future of new manufacturing. China has a huge consumer base and the highest level of digitalization, which is a huge advantage for China. China has also established a sound digital business infrastructure, which will help accelerate the transformation of Chinas digital economy. Zhang Yong said.
According to Alibaba data, in the first hour of the double 11, 50 million c2m direct supply orders were generated through the juhuasuan platform, and 170 million c2m orders were generated in the whole day of the double 11, which means that reverse commodity customization has become a normal state that can be copied on a large scale from the trial water of small businesses.
In addition, according to the insight into the digital transformation of enterprises in 2019 released by Alibaba Research Institute, the deeper the digital transformation, the more significant the business growth, and comprehensively embrace the brand of Alibabas business operating system to achieve the best performance in tmall double 11 history.
Zhang Yong believes that the trend of customization based on consumer demand is just beginning, which indicates the future of new manufacturing. China has a huge consumer base and the highest level of digitalization, which is a huge advantage for China. China has also established a sound digital business infrastructure, which will help accelerate the transformation of Chinas digital economy. Zhang Yong said.