Double eleven in 2020 is underway.
Compared with previous years, this year's Double Eleven was launched earlier and more popular. But in this popular shopping carnival, there is a group of people who never pay attention to the Double Eleven promotion, will not add goods to the shopping cart, and will not rush to buy on the Double Eleven. Double Eleven is just a normal day for them. They are just outsiders on Double Eleven.
01
Outsider of Double Eleven and 10 billion subsidies
Since Tmall’s first "Double Eleven" shopping festival in 2009, there have been more and more participants in Double Eleven, with increasing influence, and transaction records have been repeatedly refreshed.
In 2009, Tmall Double Eleven had sales of 52 million yuan, with 27 brands participating. By 2020, Tmall Double Eleven sales will reach 268.4 billion yuan, with more than 20 million brands participating. From 2009 to 2019, Double Eleven has also developed from a Tmall family event to a national shopping carnival, becoming a common festival for many e-commerce platforms.
Today, Double Eleven has become the most influential online shopping festival in the world. Although the influence of the Double Eleven online shopping festival is increasing, it also has its own limitations, that is, the coverage of Double Eleven is extremely poor for people outside the Internet.
In fact, not only Double Eleven’s coverage of people outside the network is extremely poor, even the very popular “tens of billions of subsidies” in the past two years have poor coverage of places outside the network.
Since Pinduoduo launched the "10 billion subsidies", it has swept the entire network in a short time and has become an important weapon for all platforms to advance into the sinking market. Up to now, the "10 billion subsidies" has become a standard feature of all e-commerce platforms. Although the "tens of billions of subsidies" have been very popular in the past two years, they have only activated some users in the sinking city. For those users who do not know how to use the Internet or mobile phones, the "tens of billions of subsidies" are also ineffective.
This group of people who can hardly be covered by Double Eleven and the "Ten Billion Subsidy" is the "ignored" person Luo Yonghao said at the Suning 2020 "Double Eleven National Carnival" conference. Luo Yonghao said: "There is a group of people who are neglected on Double Eleven every year. These people are people who are not used to online shopping. This carnival shopping festival has always happened online, and it seems that it has nothing to do with these people."
Because they don't know how to use the Internet, they don't know how to surf the Internet on their mobile phones, so they have become "outsiders" for Double Eleven and the "10 billion subsidy".
02
Do not "ignore" the needs of every "outside" user, Suning subsidizes the "village" with tens of billions of subsidies
Why can’t double eleven and “ten billion subsidies” cover this “neglected” group? The reasons for this are very complicated. There are platform reasons and user reasons.
For the platform, if you want to cover these people, you must teach these users to go online and learn to shop. This is a very large and difficult task, or even an impossible task. Either offline reach consumers and directly carry out promotional activities, which puts forward new requirements on the platform. The platform must have a scenario for reaching users and a solution for interacting with consumers. Either way, for the platform, it involves cost accounting issues; for users, it is not so easy to become an "insider". For users with low education and older age, learning new The cost of things is extremely high, and it is not necessarily learned.
The extremely high coverage costs and extremely low success rate have made most platforms choose to "ignore" this group. Fortunately, Suning did not give up on them.
At this year’s Double Eleven press conference, Suning officially announced that this year’s Double Eleven will comprehensively upgrade the "10 billion subsidy" policy, not only including regular online channels, but also opening up offline, entering communities, counties and towns for the first time. A group of Suning stores, retail cloud, cloud store and other offline businesses have truly come to users and become "people’s subsidies." In other words, this year, not only the first-tier market consumers who are accustomed to online shopping in cities, can enjoy subsidies to the full. In the past, users in the low-tier, county and town markets who were often “ignored” by major e-commerce platforms, as well as in cities Low-line consumers who do not use mobile phones for shopping will also be able to simultaneously enjoy 5 daily necessities and fast-moving consumer goods through nearly 10,000 retail cloud stores across the country, as well as Suning Studios, Suning Department Store, Carrefour China and other business formats. Welfare discounts such as discounts and panic buying.
In addition to the expansion of the subsidy business from online to offline counties, towns and communities, Suning’s "10 billion subsidies" for Double Eleven are also increasing, from 3C home appliances to fresh food, fast-moving department stores, and maternal and child products. , Sporting goods, etc. In addition to subsidizing "good prices", Suning also hopes to provide consumers with a more comprehensive choice of products. To this end, Suning has also introduced multiple purchase methods such as installment and interest-free. Even if there is no money, consumers will be able to enjoy this Double Eleven. Enjoy the fun of shopping.
There is no doubt that the upgraded Suning "10 billion subsidies" is realizing undifferentiated coverage of all people in all scenarios, thereby achieving universal coverage for the "neglected" people in rural areas.
03
Behind the village under Suning's tens of billions of subsidies
During the Double Eleven period, Suning can raise the "10 billion subsidy" to the full-scene range and the height of the full-scene crowd. Firstly, it benefits from its unique full-scenario advantages and secondly its powerful supply chain system.
It is understood that Suning currently has more than 10,000 offline stores. These rich offline networks have helped Suning build an online store with Suning APP as the core, and Suning.com, retail cloud stores, and Suning small stores. Suning’s full-scenario retail network focusing on physical formats such as stores, Suning Cinemas, and Redbaby.
In Suning's full-scenario retail network, retail cloud stores, Suning shops and other physical formats are spreading across communities and villages, making Suning the best channel to reach the "neglected" people. This is what differentiates Suning from other platforms, and is able to extend the "tens of billions of subsidies" to communities and rural groups.
If you want to cover communities and villages that are "neglected", you cannot do without a strong offline network. It is precisely because of the ubiquitous and accessible channel scenarios that Suning can extend the tens of billions of subsidies to offline, and solve the pain points that the platform cannot satisfy the "neglected" people enjoying double eleven and "tens of billions of subsidies" promotions.
In addition to the entire scene, Suning's strong supply chain system is also an important guarantee for its ability to increase the "tens of billions of subsidies" to the entire scene range and the height of the crowd. The supply chain has always been Suning's strong point, and Suning's supply chain after the acquisition of Carrefour China is even stronger. After the acquisition of Carrefour, Suning has done a lot in the commodity side to make up for many shortcomings. Through digital overall transformation, Suning has opened up the membership system of Suning Tesco and Carrefour, and expanded its enabling capabilities to the traffic pool of home services. Carrefour’s upgrade and transformation directly created Suning’s overall stronger supply chain capabilities: According to the data provided by Suning.com’s fulfillment center, the platform’s one-hour compliance rate increased from 62-63% to this year’s 818 promotion period. 98% of it. The direct supply chain to the place of production enables Suning to provide consumers with higher-quality products and more favorable prices.
From paying attention to the "neglected" groups to providing "good prices", "good products" and "good services" to the neglected groups, Suning is practicing its new concept of "focusing on good services".
Suning, which "focuses on good service", is closer to consumers and the scene connection is smoother.