What is the impact of "Double Eleven" on e-commerce?

Impact 1: Traditional enterprises are stimulated to restart the "e-commerce road".

1 day1320 million, this figure is unattainable for traditional retail channels. No matter which retail enterprise, the sales of tens of millions a day are beyond the reach of many traditional enterprises, and the sales of 10 million are even the sales of many traditional enterprises in a quarter, but on the e-commerce platform, it is completed in Ali Tmall Mall in one day, which makes many traditional enterprises very uncomfortable. Traditional enterprises have chosen to take the online platform channel and open the road of e-commerce for a long time. However, because many traditional enterprises have chosen the e-commerce road and adopted the traditional enterprise operation management strategy to operate the platform, the failure cases are endless, and many enterprises have suffered setbacks, which has also led to the decline of traditional enterprises' attention to the e-commerce road. They only regard the online platform channel as a supplement to the offline channel. However, when the number of "double 1 1" came out, many enterprises were seriously stimulated, hoping to have their own figure in the future "historical moment", and the "e-commerce road" of traditional enterprises will be restarted, and a heat flow of "traditional enterprises opening e-commerce" seems to have begun to surge.

Impact 2: The scale effect of the fully open e-commerce platform has already appeared, and the era of e-commerce integration has arrived.

10 year10.30, Dangdang and Tmall Mall jointly announced that Dangdang will officially enter Tmall from now on, and millions of books and daily necessities will enter through the flagship store. Dangdang has thus become the largest merchant since Tmall implemented the open B2C strategy. 165438+102, Yougou Online Shoes City announced its presence in Suning.cn, and some products were sold simultaneously, becoming another vertical e-commerce company in Suning.cn after Ke Fan and Le Bee Network. The scale effect of large-scale integrated open platform is gradually emerging, and the traffic advantage is a manifestation of the scale effect. According to the data of "Shuang 1 1", Ali Open Platform 1 1 had 2130,000 unique users that day, accounting for 40% of the total number of netizens in China. There are100000 independent users in the first minute, and traffic is the basis of the order. Since the dividend era of new users has long passed, it is increasingly difficult for major vertical brand e-commerce companies to obtain traffic. Traffic is the basis of e-commerce, and independent B2C e-commerce faces great difficulties. As an open e-commerce platform, Tmall is unmatched by other major vertical e-commerce platforms in China in terms of platform scale, traffic and revenue. As a merchant in Dangdang, Tmall not only brings abundant traffic, but also "double 1 1". It is not so much the success of Dangdang's decision-making in Li Guoqing as the success of integrating the platform on a large scale. It is believed that more independent B2C e-commerce companies will join the large-scale open integrated e-commerce platform, and the entire e-commerce ecological chain will also undergo linkage changes, and a new e-commerce pattern will be accelerated.

Impact 3: The hype of "no festival" has become an important strategy for e-commerce marketing.

From the celebration of 6 18,

8 15 price war, Mid-Autumn National Day holiday promotion season, and now "double 1 1 Singles' Day" promotion, anyway, as long as national statutory holidays can be used in the field of e-commerce, they are all used, and only by using "holiday gimmicks" can they be marketed. However, festivals are always limited. E-commerce began to "make festivals without festivals".165438+1October1was originally a "singles' day" for young people to joke about, but under the guidance of the theory of "making festivals without festivals", it gradually evolved into the most intense "shopping festival" for e-commerce. Under the national carnival, "Singles Day" realized e-commerce and brought amazing sales. I believe that in the next Christmas, New Year's Day and other festivals, the hype of e-commerce will be endless.

According to past practice, "hype" is more used in the entertainment circle. In order not to let themselves sink in the eyes of the audience, some washed-up stars make all kinds of news for self-hype, and their own value will also be improved because of the eyeball economic effect. And this method is now operating in the field of e-commerce.

The "perfect fire" is first a "war of words" of major e-commerce companies, then a "price war" of major e-commerce companies, and now a "holiday promotion". Wave after wave can be described as "fun", which actually shows to some extent that consumers are buying these hype, and these strategies are successful. Since it has achieved success again and again, why not continue to speculate? The hype of "no festival" will become an important strategy for e-commerce marketing.

Impact 4: E-commerce low-price strategy continues, vowing to carry out low prices to the end.

As a new shopping mode, e-commerce needs to cultivate consumers' habit of shopping from virtual cyberspace. In order to better attract consumers, e-commerce began to flaunt its price advantage when it entered the commercial stage at the end of last century. In the future, it will raise consumers' awareness and attract consumers to shop from e-commerce platforms through low prices, because low prices are equal to traffic and traffic is equal to scale. With scale, more money will come in, and scale equals success. Low price has become an effective way to achieve these. The clamor of "low-price war" really made e-commerce people earn enough attention and the traffic increased rapidly.

Actually, all the reasons are good. E-commerce is engaged in a low-price war. In essence, it is nothing more than a narrow road between e-commerce. In order to gain more market share, it takes the lead in e-commerce integration. Therefore,

"Festival-making" is a gimmick with low price, and low price is a means of scale in marketing. In the era of online shopping in China, which is still in the development stage, low price is really attractive to consumers, so e-commerce will carry out the low price strategy to the end.

Impact 5: The new era of "data stimulation marketing" is coming, data stimulation and data exchange.

Relevant statistics show that the annual sales of large department stores in China is 5 billion, the annual transaction volume of Guangxin Tiandi is about 6 billion, and the annual sales of Wangfujing, the first department store, is about 654.38+0.5 billion. JD.COM Mall 20 1 1 has a net sales of 2 1 billion, Tmall Mall 20 1 1 has a transaction volume exceeding 100 billion, and Singles Day 20 12 has a sales volume of19. According to the statistics of "Double 1 1", Ali Open Platform entered on the same day of165438+1October1,and there were 2/Kloc stores with sales exceeding10000. As a consumer, whether you are a contributor of "double 1 1" sales or not, you will be shocked to see these figures. You will see that Tmall Mall has such a large sales volume, so many people buy things in Tmall Mall, and feel that online shopping has become an indispensable part of life, and almost all the people have participated ... These ideas are nothing more than consumers seeing these sales data. Stimulated by the data, if consumers choose to try online shopping next time, even if they don't have the habit of online shopping, they will think, why not go to Tmall Mall or something? This is the effect of data stimulating marketing. In today's era of more convenient information acquisition and overwhelming information, "e-commerce data information" will continue to appear in consumers' lives, and consumers' shopping methods and shopping platform choices will also be stimulated by data.

Impact 6: Consumer demand overdraws in advance, and "post-holiday syndrome" appears.

One-day sales13.2 billion, what an amazing figure. Look at JD.COM Mall's sales last year, which was only 2 10 billion, while Tmall Mall's "double 1 1" has exceeded half of JD.COM Mall's annual sales last year. Although the scale of online shopping in China is increasing, the growth rate and demand are always steadily digested. And165438+1October 1 1 reached the sales of1000 billion in one day, which shows the success of e-commerce promotion and hype strategy to a certain extent, on the other hand, it also shows that the stable consumption demand of online shopping consumers has been overdrawn for a certain period of time in advance, so it is also necessary. The sales of e-commerce platforms will inevitably increase to a certain extent. The huge sales demand of "double 1 1" will take some time to digest and generate new demand, which indicates that the sales of e-commerce platforms will not increase much in the next period of time.

Impact 7: After-sales service is facing a huge test.

After "double 1 1", the focus of major e-commerce platforms will quickly shift to logistics and service guarantee. Relevant data show that "double 1 1" generates more than 70 million packages on the same day, and the transit handling capacity of e-commerce will be several times that of the past, while the sales of Tmall Mall is13.2 billion, so it takes more time to process packages. After a large number of orders, order classification, logistics and transportation services, commodity return and exchange services, and final delivery services will all test the after-sales service capabilities of e-commerce. The increase in sales shows that consumers will pay more attention to the platform. Without good service, consumers will vote with their feet in the e-commerce field with low loyalty. Therefore, good sales volume means that e-commerce needs strong after-sales service capabilities to support it.

Impact 8: The demand for e-commerce talents will increase and the flow of talents in the industry will intensify.

In Weibo, I saw Weibo released by e-commerce celebrity @mrbrand Gong Wenxiang.

Double Eleven'191100,000' stimulated the boss of another business travel company, and he was anxious to find me. He used the word "kneeling": kneeling for the website operation director: strong website design creativity, profound copywriting skills, experience, proficiency in online marketing, passion and wolf nature. I have no ability for the time being, but I need to be enterprising, with enough IQ, with an annual salary of 654.38+0.2 million, providing accommodation and talking about shares. "... the involvement of traditional enterprises in e-commerce has triggered an increase in the demand for talents in the e-commerce industry, which is bound to set off a wave of fluctuations in e-commerce talents. Although the development of e-commerce in China is in full swing, the supply of talents can not be effectively met, and the effective training of e-commerce talents in China can not keep up. Then, in the face of the next "huge" talent demand gap, where will it come from, and there will be more and more cases of "poaching", which will inevitably lead to the intensification of talent flow in the field of e-commerce.

In fact, e-commerce "double 1 1" marketing has advantages and disadvantages, and it is only an event in the e-commerce era. Online consumption has become an effective choice for consumers to shop recently. Only better customer service can make e-commerce enterprises continue to develop. For example, Ma Yun said: Today is cruel, tomorrow is even more cruel, and the day after tomorrow is beautiful, but most people will die tomorrow night, only those real heroes can. Therefore, we still hope that domestic e-commerce can better enhance the user experience while promoting sales, so that e-commerce can develop healthily and orderly.