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The New Consumption Trend Of "Double 11" Of Digital Reading: The Rapid Sinking Of Quality Consumption And The Acceleration Of Market Access

2020/11/12 10:23:00 0

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"Double 11" sales record high every year, but this year's consumption trend is different.

According to data disclosed by Alibaba on the morning of November 11, the real-time turnover of tmall's "double 11" exceeded 372.3 billion yuan from 0:30 on November 1 to 11, compared with the final turnover of 268.4 billion yuan during the "double 11" period in 2019.

Jingdong is also growing rapidly. In 2019, the total amount of orders placed by Jingdong during the "double 11" period was 204.4 billion yuan, a record high in its history. However, as of 14:26 on November 11 this year, the figure of Jingdong has reached 243.1 billion yuan, exceeding the final report card of last year's "double 11".

In the early morning of November 11, Suning e-buy announced the real-time battle report: after the "double 11" was fully opened at 0:00 on November 11, the Gmv of Suning's full scene ecological channels (including Suning e-buy, Suning E-mart flagship store, Suning e-buy super buyer live studio, Suning store broadcast) exceeded 5 billion Gmv in only 19 minutes.

"Behind the" double 11 "data is the vigorous vitality of China's consumption and the strong consumer confidence." Liu Hui, President of Jingdong big data research institute, said.

It should be noted that behind the rapid growth, there are invisible consumption changes. "Consumers are changing," Liu Hui stressed. "Consumers' trust in the platform and their attention to the quality of goods and services have become the most typical features of this year's double 11."

The rise of quality and service consumption

Compared with the past mindless shopping carnival, this year's quality consumption has become the key word of "double 11". "In the past, consumers were very concerned about cost performance and promotion. This year, they have a huge demand for quality and service, even beyond their understanding of price itself." Liu Hui pointed out.

According to the previous analysis of 21 Network Research Laboratory, this year, while focusing on the preferential degree, consumers' demands for product quality and service tend to be more and more rational. 33% of users will consult customer service for activity rules before placing an order; nearly 80% of consumers say that they can't accept the package after three days of placing an order.

At the same time, online consumption has expanded from "physical goods" to services, which has led to the upgrading of China's consumption structure.

Data shows that the total service-oriented consumption of Jingdong during the "double 11" period this year has increased by more than twice. Among them, the cumulative online consultation volume of Jingdong health Internet hospital increased 6 times compared with the same period last year. The growth rates of partial decoration, partial sewing and local refreshing services were 200%, 100% and 100% respectively, and the orders of local domestic service provided by Jingdong increased by 350% year-on-year.

In addition, the express delivery service is also popular. The number of new mobile phone users using one hour service increased by 400% year on year, and the number of urgent delivery orders increased by 13 times. Jingdong's worry free return service has also been widely recognized by consumers.

In terms of tmall, the service experience has also risen to a new height this year. According to the data, this year's "hour reach" of tmall supermarket, taoxianda and hungry Momo has expanded to 1000 cities, and the goods can be delivered to the nearest consumers without leaving the city. The service covers 338 cities in China, and the pre-sale orders can reach the distribution outlets and communities in advance, shortening the distribution distance to several kilometers or even hundreds of meters.

"We can see that consumers are more rational. Instead of being reluctant to pay for goods, they will measure whether the quality of the goods and subsequent additional services are worth consuming," said Liu Hui. "We think this is a clear sign that Chinese consumers are becoming mature and that China's consumer market is developing towards high quality."

Domestic products, sinking and all channels become bright spots

"Under the epidemic situation this year, Chinese brands have fully won the trust of Chinese consumers by virtue of local vertical supply chain integration ability, sensitive cognition and rapid response to Chinese consumers." Liu Hui said.

From the "double 11" data can also see the popularity of domestic products. During the "double 11" period, 81% of the brands with more than 100 million sales on Jingdong platform were Chinese brands. Data from tmall also show that more than 80% of the 3C brands of household appliances with a turnover of more than 100 million yuan are domestic products.

At the same time, the sinking market is still the blue ocean and base of China's market economy. Liu Hui pointed out that more than 60% of new users of Jingdong came from the sinking market during the "double 11" period. In the pre-sale stage of the "double 11" period, the volume of pre-sale orders in the first-line market and rural market increased rapidly year-on-year, reaching 117% and 126% respectively.

According to the big data of Jingdong, during the "double 11" period of Jingdong, the turnover of smart watches of rural users increased by 144%; the turnover of intelligent accessories increased by 128%; the sales of electric toothbrush increased by 212%; the turnover of electric baking oven increased by 127%; and the turnover of dishwasher increased by 123%. In addition, the sinking market began to make efforts in the field of education, and the year-on-year growth rate of book, culture and education turnover was 2.5 times that of the first and second tier markets.

What needs to be noted is that while making efforts to sink the market, the platform also brings different Omni channel experiences to users through in-depth integration of online and offline.

According to Jingdong, this year's "double 11" campaign, Jingdong has combined 3.2 million offline store resources to provide online and offline services with the same price and quality, including offline formats in various fields such as 3C household appliances, supermarket convenience, fashion home, life service, medical and health care.

At the same time, the turnover of Jingdong Houda business increased more than 50 times. As of November 4, Jingdong has built an hour living circle in 328 cities through Jingdong home, and has reached cooperation with more than 570 chain stores. After a good start on the 1st, the customer flow of more than 1000 stores including Jingdong five star electronic unlimited retail experience store and Jingdong electric city flagship store increased by 200% month on month.

"By invigorating offline inventory and conducting diversion, we help more offline retail enterprises achieve rapid growth after experiencing the obstacles of the epidemic, and start their digital transformation and upgrading process." Liu Hui said.

 

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