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E-Commerce'S Double 11 Starts Well: Apple'S Sales Surpass Huawei'S, And Its Beauty And Gold Absorption Are Second Only To Iphone

2020/11/4 18:48:00 0

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Bosie, who leads the trend of asexual clothing, the "milk candy pie" which focuses on making bras for Chinese big breasted girls, and "baobaochan", which creates a new category of baby and children's snacks, and Turkey, which has made a great success with sterilized knives and chopsticks, has been sold well in the first wave of tmall double 11.

Merchants are busy with delivery and replenishment, and are actively preparing for November 11.

"I didn't expect it to be so hot. On the 11th, we will surprise you even more!" Small household appliances "black horse" Tim Ke, tmall double 11 opened in one minute, official flagship store live room transaction exceeded 10 million, in the opening hour, the new dust suction mop integrated machine sold 100 million, two hours intelligent floor washing machine shipped 50000 sets, a new record.

Figures show that in the first wave of sales of tmall double 11, 357 new brands have reached the top 1 in the subdivision category. Among them, perfect diary, huaxizi, ubras, jiaonei and Tianke have broken through 100 million at a high speed, and are on the start. More new brands will also be launched on the 11th. "We can't miss two waves of opportunities!" Some businesses said.

The sudden epidemic has disrupted the life rhythm of the whole society, and the mood of consumption and entertainment has been relatively low for a time. With the gradual stabilization of the epidemic situation, social and economic life began to warm up gradually.

"The situation of China's online retail market continues to improve, driving the momentum of consumption does not decrease." On October 29, a spokesman for the Ministry of Commerce, Gao Feng, said at a regular press conference of the Ministry of commerce that in the first three quarters of this year, China's online retail sales exceeded 8 trillion yuan, a year-on-year increase of 9.7%, and online retail sales of physical goods reached 6.6 trillion yuan, up 15.3% year-on-year, accounting for 24.3% of the total retail sales of consumer goods.

In this context, the first "double 11" after the epidemic is also considered to be the key war of China's consumption. After 0:00 on November 1, tmall's double 11 officially began. According to the data released by tmall, nearly 11 million people rushed to apple and Huawei in the first hour, and beauty products accounted for most of the top 10 list. The data of rebate website also showed that the sales volume of tmall.com on November 1 increased by 445% year on year.

At the same time, Jingdong also released the sales situation on the first day of the double 11. On November 1, the turnover of the whole day increased by nearly 90% year-on-year. Among them, the core categories such as 3C household appliances fast-moving consumer goods grew rapidly on a year-on-year basis. Mobile phones, washing machines, flat-panel TVs, etc., ranked first in turnover.

At the same time, the efficiency of express delivery is also further improved, and some brand products can achieve "minute level delivery". At present, 337 cities have signed orders for tmall double 11.

Businesses are actively preparing for the double 11. Visual China

Huawei Apple wins and loses in one hour

This year's tmall double 11 coincides with the catch-up of iPhone 12 and Huawei mate 40, and consumers' attention is extremely high. In the first hour of tmall's double 11, nearly 6 million people snapped up Huawei's out of print Kirin mobile phones, and nearly 5 million people chose Apple's iPhone. In terms of popularity, Huawei won one game first. But in terms of sales, the iPhone 11 is ahead by a big margin.

From the perspective of Jingdong platform, digital products are also unique. Apple and Huawei took the lead in the list, with a turnover of more than 100 million yuan in the first 8 seconds. The iPhone 11 ranks first in both real-time and cumulative sales.

Compared with the top 3C category of Jingdong, beauty products on tmall platform are the biggest winners of the top list, occupying seven seats in the top ten sales list. In the pattern dominated by Estee Lauder, Lancome and L'Oreal, Han makeup has made a breakthrough with its popular items. After whoo, the "weather pill" skin care suit has surpassed the old popular brands such as "little brown bottle", "small black bottle" and "immortal water", and has become the second most popular item of tmall's double 11, after iPhone 11, and the water emulsion suit of snow flower show also ranks fourth.

At the same time, affected by the epidemic situation, fewer people go to the beauty salon to do nursing, and home beauty products ushered in an explosive growth in this year's tmall double 11. Israel's tripolar and Japan's Yameng were the biggest winners, making it into the top 10 for the first time.

In addition, it has become another trend to buy a dual car. Jingdong data showed that on November 1, the turnover of vehicle business increased by 422% year-on-year, and that of motorcycle business increased by 409%. The number of orders for housing products increased by 70% year on year. On the platform of tmall, the performance of automobile brand is also excellent. In the first half hour, 6500 orders of Xiaopeng automobile were sold, surpassing the performance of Xiaopeng e-commerce last year.

The turnover of "factory goods" in the industrial belt was 17 times that of last year

Guangzhou Zengcheng sold 3.17 million pairs of jeans, Zhejiang Zhuji sold 9.42 million pairs of socks, Jiangsu Changshu sold 2.12 million down jackets, Fujian Quanzhou sold 213 million diapers, Hebei Qinghe sold 200000 cashmere coats, Guangxi Liuzhou sold 9 million bags of snail powder

On November 1, the first wave of tmall double 11 was officially launched, and 2000 industrial belts across the country ushered in a good start. The first day turnover of juhuasuan industrial belt was 17 times that of last year's double 11. Seven industrial belts from Guangdong, Zhejiang, Jiangsu and Fujian entered the "100 million yuan club" within one hour.

"All the employees in the factory run to the toilet!" Chongqing Liwen toilet paper factory participated in tmall double 11 for the first time this year, and Yang Qing, the person in charge, was particularly excited. According to her, the factory's 18 sets of equipment are working 24 hours a day, with a monthly capacity of 15000 tons and 150 million bags of finished products. From October 31, dozens of after-sales team worked overtime all night. "A customer service receives four or five hundred people per minute. It's like fighting chicken blood. For the first time, I feel like I'm in the battlefield." On November 1, they sold 10 million packets of tissue.

For businesses in the industrial belt, this year's double 11 has increased a wave of sales opportunities. A person in charge of Shunde small household appliance industry association said that the previous year's tmall double 11 broke out on the day of the 11th, because they didn't understand the needs of users and the lack of pertinence in stock preparation. Some products were sold out prematurely, some products were overstocked, and sales opportunities were wasted. This year, two waves of sales golden period separated by a week, businesses can seize this window period to open and replenish, optimize inventory.

In addition to platform traffic support, industry belt businesses are also actively exploring new growth through Taobao live broadcast. The number of people who watched live broadcast was more than 300 million, which was more than 100 million. Taobao, which focuses on factory goods, has become an important entrance for cross track development of industrial belt factories. On the first day of double 11, orders for c2m customized goods rose 294% year on year.

Half day logistics orders exceed 100 million

On the other hand, this year's double 11 from "Bachelor's Day" to "nunchaku", also put forward new challenges to logistics. "In previous years, orders for double 11 broke out in one day. This year, double 11 has increased by 3 days, and logistics has become more stable and orderly. Coupled with the in-depth application of digital technology, the delivery rate and receiving rate of this double-11 has been significantly higher than in previous years. " Rookie aspect introduces a way.

After the official launch of double 11 on November 1, in the morning of the same day, the volume of tmall's double 11 logistics orders sent by rookies had already exceeded 100 million. As of 18:00 on November 1, 337 cities across the country (excluding Hong Kong, Macao and Taiwan) had received the double 11 packages purchased on that day.

Among them, Zhejiang, Guangdong, Jiangsu, Shanghai, Fujian, Shandong, Hubei, Anhui, Henan and Hebei are the top ten provinces in China. From the perspective of cities, Guangzhou, Shanghai, Jinhua, Suzhou, Hangzhou, Shenzhen, Jiaxing, Quanzhou, Ningbo and Dongguan are the largest in terms of the number of deliveries. Among them, 4 cities in Zhejiang Province are in the leading position, and 3 cities in Guangdong Province are closely followed.

In terms of the receiving situation of each region, the top ten provinces of package signing are: Guangdong, Zhejiang, Jiangsu, Shanghai, Shandong, Henan, Hubei, Beijing, Sichuan and Anhui, indicating that these regions are the core markets of China's domestic consumption. Among them, the Yangtze River Delta and the Pearl River Delta are in a balanced and leading position in terms of consumption and productivity.

It is worth noting that on the first day of tmall's double 11, the number of parcels received and received in Hubei Province and the number of packages signed in by Wuhan city both reached the top 10 in the list of provinces and cities in China. This also reflects, to a certain extent, the tenacious industrial resilience and consumer confidence of Hubei and Wuhan after the epidemic.

At the same time, this year's double 11 rookie also cooperated with many brands such as P & G, Unilever, Nestle mother and baby to provide "minute level distribution" for buyers with pre-sale speed. In this mode, the pre-sale goods will be prepared in advance to the express stations and even residential communities downstairs, which greatly shortens the distribution distance. After the consumer pays the balance payment, the express delivery directly from the downstairs, can receive the express delivery like the take away.

"This time, we mobilized dozens of warehouses, dozens of distribution centers, thousands of express delivery sites and thousands of community sites across the country to create a" ideal life, one step ahead "surprise for consumers Sunting, the person in charge of the promotion business of rookie supply chain, introduced.

Consumers have more than 5 million pairs of hair care products and more than 50 million hair care products.

On the other hand, some businesses have also told the 21st century economic report that the mode of pre-sale and early delivery saves the warehouse capacity and reduces the cost input in the warehouse. More importantly, the speed of light to confirm the receipt of goods, so that the shop's payback cycle has also been shortened by more than 10 days.

At present, this year's double 11 pre-sale service covers 338 cities. More than 50% of the pre-sale products are equipped with the service of pre-sale express.

In this regard, sun Ting told the 21st century economic report that it is still exploring to let the super express service, which has grown out of the great promotion, go out of the pre-sale goods and become the regular experience of people's daily online shopping.

 

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