Double-sided Double Eleven: The training ground on the B side, the preacher on the C side (transfer)
Chopping Firewood Author: Neuzhang
When the number was fixed at 1207, the annual consumption carnival finally came to an end. After having the realistic foundation that online shopping has become the norm and the multiple warm-up boosts from major platforms & All-Stars in the early days of Double Eleven, it is not too surprising to achieve such breakthroughs one after another.
After the carnival, although the major media and shopkeepers still relished various figures, but after years of double eleven data bombing, they can clearly feel that various eye-catching data have an impact on our The stimulation is no longer as strong as it was in the past. Instead, the new changes such as "entertainment, technology, and service" that have emerged during this year's Double Eleven, which are closely related to the industry boom, are still a little exciting. It can be said that this year's Double Eleven, while playing the role of the "training ground" on the B-end for a long time, also acts as a preacher of the habit of using new technologies on the C-end.
1. B-side training ground: consumption carnival brings back-end services to a big test
This year's Double Eleven has once again created various records without any accident. Whether it is the leader Ali, the second seed JD.com, or other participants, they all show these records one by one through the sales data accurate to the second. .
The statistics of Ali's Double 11 on-site show: In 2016 Double 11, the total turnover of Tmall Double 11 exceeded 1 billion yuan in only 52 seconds; in 6 minutes and 58 seconds, the total turnover exceeded 10 billion yuan. In 14 minutes and 16 seconds, the total turnover exceeded 19.1 billion yuan, which exceeded the full-day turnover of 2012 Double 11; At 18:55:36, Tmall's Double Eleven turnover exceeded 100 billion; the full-day sales reached 120.7 billion.
The data from JD.com shows that in the opening 29 seconds, the number of orders placed by JD.com broke the all-day record of Double 11 in 2010, and then 3 minutes and 37 seconds, 15 minutes, and 1 hour and 13 minutes, respectively breaking the all-day record of Double 11 from 2011 to 2013. ; As of 9:00 a.m., the transaction volume of JD. Eleven all day.
According to the data from the Xinhua News Agency client and the e-commerce data detection platform Star Map, the monitoring of the e-commerce sales data of 16 e-commerce platforms, 1,562 categories, 39,487 brands, and 8.34 million commodities from 0:00 to 14:00 on the 11th It shows that the e-commerce sales of the whole network approached 50 billion yuan in one hour, exceeded 100 billion yuan in ten hours, and the number of parcels reached 560 million. By 2 p.m., the total sales of the whole network was 122.1 billion yuan, and the number of parcels was 680 million.
And these data showing a variety of transcendence and accurate to the second, in addition to intuitively proving that this year's chopping party is really strong in spending power, and the Chinese sales market still has huge potential, it has become a training ground for the B-end. According to data released by Ali, on November 11, the Tmall Double 11 Global Carnival once again set a record of 175,000 transactions per second and 120,000 payments per second. On the first double 11 in 2009, the peak transaction data was only 400 transactions per second, and the peak payment was only 200 transactions per second.
In the reality of thousands of times of data growth, consumers still need a smooth experience, but for back-end service providers, it can be said to be an extreme test of their infrastructure capabilities. From Ali's side, the test is the extreme bearing capacity of the platform's computing resources, while for the express logistics industry, the test is the extreme logistics delivery capacity.
With the support of Alibaba Cloud, Alibaba can be said to have completed the exam very well this time. But we also see that there are still some problems in the first few minutes of this year's Double 11. Just as Jack Ma said at the conclusion meeting: "Although we have made huge technical investment for "Double 11", technology research and development... But even so, we still encountered a technical bottleneck, and the first few minutes were still difficult, which also gave us even greater challenges, how to continue next year, the year after, and the year after."
2. C-end evangelists: live broadcast, VR, and new drone technologies all come into play
For those of us who have been accustomed to seeing the sales data of Double Eleven for many years, the stimulation effect brought by rounds of data surpassing has been greatly reduced. Instead, the new elements that emerged during the whole process of Double Eleven this year have caught people many times. eyeball. Throughout this year's Double Eleven, it can be said that it is the one that is most closely aligned with the current industry trends. Whether it is Ali's star live broadcast to help warm up in the early days of Double Eleven, JD.com CEO Liu Qiangdong's cooking live broadcast, or the dazzling technology of using VR shopping / drone delivery, it can be seen that they are working hard to grasp the pulse of the times . All made this year's Double Eleven act as a preacher of new technology consumption habits while playing the role of a traditional "training ground".
In the past two years, live broadcast, VR, drones, artificial intelligence, etc. are undoubtedly hot fields, and it can be said that they are blooming everywhere in the industry. However, when it comes to the consumer side, it faces many embarrassments. Perhaps outside the live broadcast, technologies such as VR and drones are still unexperienced for the vast majority of consumers. This year's Double Eleven has taken a step forward, applying these elements to actual combat, which can be said to play the role of a promotion and cultivator of user habits to a large extent.
This year, Alibaba launched the “Buy+” VR venue during the Double Eleven. Users can experience VR shopping at the Buy+ venue and buy while shopping, although the 150,000 customized Cardboard VR glasses prepared by Alibaba for this purpose The immersive experience it brings is far from being excellent, but it also allows many people to have the first VR shopping experience, which makes VR shopping a step forward and begins to enter people's lives. At the Double Eleven party, Alibaba Cloud's artificial intelligence ET demonstrated its millisecond-level error correction ability on the night of the party, and also staged a wonderful poker magic show.
In addition to Ali, JD.com also demonstrated "drone, unmanned vehicle" delivery and robotic sorting technology during the Double Eleven. JD.com introduced intelligent robot equipment for the first time in this Double Eleven. The two automation equipments of the robot warehouse and the robot sorting center will be officially opened during the 2016 Double 11. In JD.com's "unmanned intelligence" products, drones and unmanned warehouses were unveiled during the "Double 11" period. After JD.com's unmanned vehicle loads the goods at the delivery station, it will deliver the goods to the designated location through autonomous path planning, and notify the user to receive the goods through the JD.com APP, mobile phone text messages, etc., and the user can open the delivery code before entering the unmanned vehicle. The warehouse receives the goods.
During this year’s Double Eleven, the already hot live broadcasts stole the show. The two giants, Alibaba and JD.com, spared no effort in promoting live broadcasts. Alibaba invited almost half of the entertainment industry to participate in the live broadcast of Double Eleven shopping. JD.com's CEO Liu Qiangdong went directly to the battle and staged a drama of #CEO who can't cook is not a good anchor#.
In the face of more new elements (technological display) brought by the major platforms of Double Eleven this year, although most comments classify the use and display of these technologies as gimmicks that are useless, when it is too late to grab, where is the If you have time to experience the novelty of VR, then you still have time to watch Liu Qiangdong's cooking show? Therefore, from the current point of view, these new models are still unable to fundamentally change the business format of Double 11.
And in reality, it is. But from another perspective, these seemingly gimmicky new ideas also play a role in cultivating user habits to a large extent. If you don't take the first step, how can there be thousands of miles behind you?
For example, the “Buy+ VR venue” launched by Alibaba, according to data released by Alibaba: “Buy+ VR venue” attracted nearly 30,000 people in the first hour of its launch on November 1. As of the 10th, it has been Nearly 8 million people have used the product, of which more than 76% are post-80s. The robotic sorting technology displayed by JD.com is also the focus of future development. Although its drone delivery must be a minority experience, you can also imagine that when lucky consumers actually receive drone delivery The joy and surprise you can experience at that moment.
Write at the end:
This year's Double Eleven is another record-setting year. However, compared to the dazzling sales data constantly scrolling on the screen, I personally think it is more meaningful: the various new forms and new technologies brought by the major promotions during the Double Eleven this year. It is true that these forms and technologies cannot fundamentally change the core model of Double Eleven in a short period of time, but they cultivate consumers’ emerging behavioral habits in small steps, and sow the seeds for subsequent changes in consumer behavior. seed. Isn't the future more important than the present?