The launch and warm-up of Double 11 in 2022 is earlier than ever. The economy is affected by the epidemic and consumption is weak. Can Double 11 stabilize the market and even grow? Because of this general environment, Tmall brands and Taobao merchants are very serious about Double 11 in 2022, and they are also looking forward to it. Everyone hopes that Double 11 will take advantage of Double 11 to sweep away the haze.
Double 11 is Tmall’s shopping festival and also a promotional carnival for the e-commerce industry. In the past 13 years, Double 11 has become an important reference to reflect the vitality of China’s economy and consumption. For practitioners, Double 11 is a real business and life, but at present, it is more like a belief, a belief.
There is no winter that cannot be overcome, and no spring that cannot come.
1. From Taobao to Tmall, the B2C bonus of Double 11
Double 11 was born in 2009.
"Double 11" is used to be called "Tmall Double 11" because it was initiated by Tmall, but in 2009, Tmall was also called "Taobao Mall". The original idea of Double 11 was to "let consumers have fun once a year". November is just right, the seasons of the East Asian monsoon belt change rapidly, the south enters late autumn, and the north is just the cold winter. New Year's Day, so Taobao chose November 11th. Although the Internet in 2009 was not as popular as it is now, there was also a popular Internet culture. At that time, everyone called November 11 "Singles' Day".
Taobao was the largest e-commerce platform at that time. In 2008, Taobao’s GMV was 99.96 billion, which was close to the scale of 100 billion. Outside of Taobao, there are many independent B2C companies such as Macaulay, JD.com, Fancl, Kuba, Dangdang, etc., which are booming. People see the dawn and future of B2C e-commerce, and they join this adventure to seek gold. Of course, Ali also responded. In August 2009, Taobao Mall was established, and Double 11 was the first battle after the establishment of Taobao Mall.
On Double 11 in 2009, the GMV was 50 million, and only 27 brands participated in the discount promotion. The highest sales record of a single store was 5 million by Jack Jones. This set of figures seems ordinary today, but it was not a small miracle at that time . In 2009, Taobao's GMV surged to 208.3 billion, and the era of great voyages in China's e-commerce began.
Double 11’s new Oriole’s first cry made the market see the potential of e-commerce, and Ali also determined the B2C platform strategy. In the following 2010, the sales of Double 11 soared to an astonishing 936 million. One year later, in 2011 Double 11, this figure has become 3.36 billion yuan. Of course, most of the merchants participating in Double 11 in the past three years are the first brands to taste the dividends of Taobao. Most of the sales lists are Taobao brands such as Handu Clothing, Liebo, etc., as well as the continuous dominance of Jack Jones and Camel. "Traditional brands" are still waiting and watching, watching Double 11 and e-commerce.
After Double 11 ended in 2011, Ali continued to change the name of "Taobao Mall" to "Tmall", so on November 11, 2012, "Taobao Mall Double 11" finally became "Tmall Double 11". It took 13 hours to break through the sales scale of 10 billion yuan, and the final turnover was 19.1 billion yuan.
Double 11 has brought growth dividends to Taobao and Tmall, and has also boosted the sales of the entire e-commerce industry. Jiangshan Fengyue, there is no permanent owner, and the idler is the owner. Seeing the sales miracle of Tmall's double 11, Tencent e-commerce, JD.com, Suning.com, Gome, Dangdang and other e-commerce platforms have also joined the double 11 battle. In addition to participating in the grand event, I also want to share a piece of the pie.
This also means that Double 11, initiated by Tmall, has become a festival for the e-commerce industry.
2. Tmall Double 11: Brand Bonus
In 2013, two brands that participated in Double 11 for the first time won the championship in one fell swoop. These two brands are Xiaomi and Uniqlo. In addition to Xiaomi and Uniqlo, Haier, Robam, TCL and other "traditional brands" that are familiar to consumers and often appear in front of TVs also appeared in the Double 11 sales list.
This means that e-commerce is no longer a "destocking" sales channel, but a new battlefield that no one dares to ignore. Brands should participate in Double 11.
On Double 11 in 2013, the transaction volume of Tmall and Taobao was 35 billion. At the same time, Tmall’s Double 11 also brought about the growth of the entire e-commerce network. 100 million. Xiaomi and Uniqlo have benefited from Tmall's brand dividends and gathered potential energy through Double 11. In the subsequent operations, they have been in full swing and dominated the list for several consecutive years. Someone concluded, "Tmall Double 11 is the highland of brand strategy, and Double 11 is the world of mass consumer goods."
A practitioner said excitedly, "Today's victory is not the victory of speculators, but the victory of the strong, the victory of the brand."
Double 11 in 2014 was more lively than before, but there were fewer e-commerce platforms. After Tencent abandoned its e-commerce strategy, it invested in JD.com. Yingchun, a beauty who was the vice president of JD.com at the time, vowed, "Double 11, an artificial peak of promotion, has caused a huge waste of resources in a sense, and it is also extremely unhealthy for the e-commerce industry." It's just that the publicity at the public relations level does not represent the actual actions of the company, and JD.com will not be willing to be a spectator. E-commerce companies, whether they are platforms or merchants, will not give up or underestimate Double 11.
In the early morning of November 11, 2014, Ali Xixi Park was as usual, brightly lit. The report hall of Building 5 was filled with various emotions, including carnival passion and waiting anxiety. Nearly 500 media were waiting for the final number in the early morning. It appears that the turnover of Tmall Double 11 is 57.1 billion.
The birth of Double 11 is that a few people see it because they believe it. The number of Double 11 makes more people believe it because they see it.
Double 11 brought about explosive growth in the e-commerce industry. In 2013, the volume of national express packages exceeded 10 billion for the first time. In 2014, the volume of national express packages was 14 billion. Since 2014, electronic face sheets have become popular, which has also eased the logistics pressure brought about by Double 11. After 2014, the news of double 11 liquidation began to gradually decrease.
What many people still remember about Double 11 in 2015 is that Tmall and Hunan Satellite TV co-organized a "Double 11" party. After that, United Satellite TV held a shopping carnival, which became a common practice, and some people called it "cat night".
Why is Tmall doing the double 11 party? The answer is that 2015 was the beginning of a major turning point for the Internet —Alibaba launched the rural Taobao strategy in 2015, and at the same time, there were internationalization and wirelessization. In 2015, China's urban population was 771 million, and the rural population was 603 million. 2015 was also the first year of 4G. In one year, China Mobile's 4G users soared from 90 million in 2014 to 310 million. In 2015, the number of Internet users nationwide was 6.88. billion, an increase of 39.51 million, including 620 million mobile Internet users, an increase of 63.03 million over last year. Facing new crowds and new markets, Double 11 also requires new changes.
Among the sales champions of Double 11 in 2015, they are still well-known to the public. Brands such as Xiaomi, Uniqlo, Haier, and Gree, the transaction figures of this year’s Double 11 were finally fixed at 91.217 billion—many people have a little regret, everyone We all know that the critical point of 100 billion will definitely be broken next time. Once the demand for e-commerce in the sinking market is stimulated by Double 11, it will bring unprecedented growth in e-commerce.
When Double 11 came to an end in 2015, an Alibaba employee wrote:
"When we started doing this in the first and second years, some people said that this was a promotion day. In the third and fourth years, some people said that Alibaba is really a company that likes grand narratives. In the fifth year, I believe there will still be people who will say that Ali is like Ali and that. This is the market. Some people see hope, some see pressure. Some people find light, and some stare at darkness.”
3. Double 11, the new normal
The "Double 11" in 2016 has more international colors. Its launch conference is in Hong Kong, and the Double 11 media center is in Shenzhen, where Tencent's headquarters is located, the hinterland of the Greater Bay Area. An interesting fact is that Double 11 is the Tmall Shopping Festival and also Tencent’s birthday. On Double 11 in 2016, the 18th anniversary of Tencent, a bonus of nearly 1.5 billion yuan was distributed to Tencent employees. Many Tencent employees took this The bonus is bought on Tmall.
Evening parties, red envelopes, mobile shopping, more brands and smoother logistics and delivery, these "routines" of Double 11 began in 2016 and became the "new normal". The turnover of Double 11 this time was 120.7 billion yuan, of which wireless accounted for 81.87%, covering 235 countries and regions around the world, generating 657 million logistics orders. One year later, in 2017, Double 11 logistics orders exceeded 1 billion for the first time.
All the unimaginable will eventually become ordinary.
Beginning in 2018, Ali began to consciously downplay GMV, and the numbers are just a result of trying his best. Behind the downplay of the Double 11 numbers is also Ali’s intention to adjust: Taobao and Tmall should no longer simply pursue GMV, but should serve consumers and businesses well. For Taobao and Tmall, the transformation or upgrade they want to complete is actually helping brands to do a good job in long-term consumer life cycle operations . Of course, the premise is that Tmall can still help brands sell more goods.
Downplaying GMV means that Double 11 is not the end of sales, but a new starting point for the brand's continuous operation . Wonderful, just the beginning.
The biggest difference between Double 11 in 2019 and the past is the release of new products and new supplies. During Double 11, Tmall released 1 million new products, which is in stark contrast to the earliest Double 11 with the color of "destocking". In 2019, double 11 also added "industrial belt" data, which is a manifestation of "new supply" and is also the C2M customization plan promoted by Ali - through Juhuasuan, etc., to launch customized products to brand factories, driving 2,000 nationwide The industrial belt brings consumers direct supply from the factory. This Double 11 Taobao C2M order is 170 million. In addition, 4,548 high-quality agricultural products from 707 counties across the country have also settled in the Ali Xingnong Poverty Alleviation Conference. At noon on November 11 The transaction volume exceeded the whole day of Double 11 in 2018. Industrial belts and new supplies are also the basis for the rise of Taote in the future.
2020 is the first Double 11 after the epidemic, and the theme launched by Tmall is, "Support you together and live life to the fullest". The epidemic has brought unprecedented impact and impact on e-commerce and even the entire economy. In order to reduce logistics pressure and improve user shopping experience, Ali has also extended Double 11 for the first time—a promotional discount that was originally only available on November 11. , which became a shopping season that lasted from November 1st to November 11th. This year's Double 11, a total of 800 million consumers, 5 million merchants, 250,000 brands, 2,000 industrial belts, 300,000 foreign trade factories, and over 30,000 overseas brands from more than 220 countries and regions participated. In addition to traditional players such as Uniqlo and Xiaomi, many fledgling new brands have also made gains. Including Huaxizi, Ubras, Jiaonei, Yunjing, etc., 16 new brands have sales exceeding 100 million yuan.
The turnover of Double 11 in 2020 was finally fixed at 498.2 billion yuan. Under the influence of the new crown epidemic, China’s e-commerce still maintained strong growth. Double 11 reflected the background of China’s economy and boosted market confidence.
2021 is the second Double 11 after the epidemic. At the commercial level, Tmall continues the established tradition without any surprises. Of course, there are still more new surprises. For example, on Double 11 in 2021, 485 brands’ sales exceeded 100 million. In 2020, the number was 342. In 2019, it was 299. In 2018, it was 237. Behind the data is the growth of consumers and merchants participating in Double 11, and also because of the adjustment of traffic distribution on Double 11. Double 11 has a larger scale, more participants, and naturally more beneficiary merchants.
The biggest highlight besides the data is that the Double 11 in 2021 will have more public welfare colors. Business is not public welfare, but it is true and effective to release goodwill through business and integrate the concept and practice of public welfare into business. During Double 11, Tmall launched the "Green Venue" and launched a carbon reduction plan. At the same time, Tmall also launched the "One Shoe Project" with 9 sports brands, because many disabled people only need to buy one shoe . Tmall hopes that people in need can buy only one shoe at half price.
At the same time, Double 11 also upgraded the public welfare baby. Public welfare baby is a classic case of combining public welfare and business on the Internet. Since its birth 15 years ago, more than 8 million merchants have actively participated in it, resulting in 47.3 billion love orders and a total of 700 million consumers. From October 20 to November 11, 2021, on the Taobao platform, 230 million consumers and caring merchants have worked together, and the charity baby’s love donation orders reached 1.2 billion orders, including the "Pillar Plan", "Children's Companion Home" " and "Parents Canteen" and other public welfare projects have raised more than 60 million yuan.
Adam Smith once said, "The supper we look forward to does not come from the favor of the butcher, the brewer, or the baker, but from their special regard for their own interests." Integrating public welfare into every aspect of business practice will ultimately release social goodwill and be sustainable. Public welfare will play an increasingly important role in future business. These seemingly "icing on the cake" actions are actually the foundation of the company's evergreen foundation.
Starting in 2021, public welfare is becoming the background of Double 11.
How to create value beyond business is also a proposition that Tmall Double 11, Taobao and Ali are all trying to answer. From 2009 to now, Double 11 has gone through 14 years. This is an extraordinary business story, and it is also an ordinary fireworks in the world. Double 11 has created commercial value and is also pursuing social value beyond business.
2022 is the third Double 11 after the epidemic. I also look forward to it like you, everything is getting better and it will definitely be better.