The Turnover Of 100 Million Yuan Per Hour Is &Nbsp; It Is Not Only A Miracle But Also A Hidden Danger.

Activities again brush pactions record clothing category popular

In recent years, when the price of rice and oil has gone up, the low price clothing in the Internet market has almost met the needs of people to save money and spend the winter. This Taobao's "nationwide mad job" activity is more timely for the salaried workers. It is now in the peak season of business discount, and the consumer desire for price depression under the traditional line is rising. It is unavoidable that the blowout is inevitable when the Taobao network is promoted at the end of the year.

According to the head of Taobao apparel category, primer

"Once again we have seen the collective frenzy of Taobao buyers. We can't keep up with the speed of buyers and sellers to update the products on the shelves." Taobao Cao Qing, a well-known women's clothing brand in Taobao seven, told reporters that the sales of single store had exceeded 100 million in the first hour of 21 hours, and its sales volume has exceeded 4 million at three p.m.

Reporters learned that in Taobao mall double eleven promotion activities, its self cleaning brand women's wear ONTHERMIX sales also broke 5 million on that day, and this activity, they may refresh their record just a month ago.

Shanghai and Hangzhou

According to official statistics of Taobao, taking the five cities of Beijing, Shanghai, Guangzhou, Hangzhou and Shenzhen for example, the performance in twenty-four hours on December 21, 2010 is almost closely related to the sellers' activities in these cities.

At 12.21 o'clock on the day of 0 o'clock -5 points, the activities of sellers in Shenzhen continued to rise, and then fell rapidly, and there were obvious differences with other cities.

The reason is that during this period, the activities of Shenzhen's dream sellers Lenovo authorized store promotion efforts were relatively large, and its turnover accounted for 90%.

Shanghai and Hangzhou sellers accounted for the highest overall turnover, around 25%.

The proportion of the city occupied by the paction is related to the participation in the event.

Buyers sex distribution data show that in December 21st, compared with the previous week, buyers and men of the same day accounted for almost 50% of men and women. On the day of activity, the proportion of female buyers increased significantly, an increase of 9%.

The identity distribution of buyers is completely consistent before and after activities, and the proportion of ordinary members is 66%.

? "all the people rush to rob" to grab hidden dangers, and the associated industries need to rush to catch up.

Whether it was the large-scale sales promotion of Taobao in November 11, 2010 or the "mad rush" campaign, it was a severe stress test for online shopping system.

The total turnover of "9.36 bachelor's Day" and the turnover of more than 100 million yuan per hour in the "nationwide mad rush" are not only a test of the sudden increase in the volume of stock management, but also the extreme challenges to the surrounding logistics and distribution capabilities, electronic payment capacity, customer service reception capacity and so on.

During the interview with reporters, he also heard colleagues who had recently had online shopping experience complained: "at the end of the year, there are too many discount promotions, many people buy things, and the logistics can not run, and things are several days late than usual."

User acceptance time is greatly lengthened, which can be simply understood as logistics problem, but the deep level is actually the matching degree between two industries.

The upcoming Spring Festival is the traditional festival of Chinese people. Not only Taobao, but also every shopping website will launch its own holiday sales promotion activities.

Sales mathematics before may soon be refreshed by new records.

But we must foresee that these figures now seem to be just a peak in a year, a miracle created in a special environment.

But soon, perhaps 35 years, or even just a year, this figure is likely to become a normal sales data in the online shopping market.

Logistics companies believe that normal operation is not necessary at the time, so they will not rapidly increase their pfer capabilities for the sake of a special holiday background. They may need to reconsider.

The online shopping market is not only composed of two parts: e-commerce platform and brand supplier.

It is surrounded by a series of industrial development, including supporting logistics, electronic payment, customer service sales, Ma beans, shop decoration, photo taking and mapping, warehousing construction, and even some developed network brands have built factories themselves.

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The challenge of shopping frenzy to challenge the bottom line of every link in e-commerce ecosystem is to stimulate self improvement and establish a healthy and healthy network ecological chain.