Electricity Supplier Collective Preparation For "Double Eleven" To Start 800 Thousand Express

In the notebook of Wu Fangfang, chief executive of green box, one day a circle was played in red pen, in November 11th. She told reporters: "four or five years ago, this is just a common day, and now it has become a logo, a legend, a battleground for Internet sellers, platform suppliers and logistics enterprises."

Wu Fangfang's words are very personal, but the statistics can illustrate some problems: in 2011, the "double eleven" Tmall's single day trading volume reached 3 billion 360 million yuan, the first minute into 3 million 420 thousand people, 8 minutes to complete the first billion yuan trading volume, 10 hours generated 1 billion yuan trading volume, and data from the offline showed that between September 30th and October 7th this year, 395 large and medium-sized commercial enterprises and more than 5000 outlets in Shanghai achieved a total operating income of 6 billion 430 million yuan during the "eleven" double section.

This year is the fourth year of the "double eleven" Singles Day promotion. From 2009 to 2011, it has been 3 years since 2009. In 2012, whether the "double eleven" can be copied again is probably not the case of Taobao.

The battle for price has started.

For Tmall, "double eleven" is a battle to win. There are rumors in the industry that in 2012, the sales target of "double eleven" Tmall was 10 billion yuan. For market expectations, Tmall mall vice president Wang Yulei Hangzhou A media meeting will be held to clarify: "this year's" double eleven "has no sales targets, and the external speculation is not reliable.

People in the industry regard Wang Yulei's clarification as a lack of support for this year's "double eleven". After all, it is not just Tmall that wants to go all the way at the end of the year, Jingdong mall, new egg net, Cobb network, Amazon, Tencent, Yi Xun and so on are all making a lot of efforts to strive for a way out in the coming of "double eleven". Even the low-key Amazon China has a big move this time: it will hold a large-scale "mysterious promotion campaign" for a week from November 5th to "double eleven", which will give consumers a pleasant surprise.

"Double eleven" is in the turn of autumn and winter, plus the pressure on the traditional brand to clean up the stock of the tail cargo. The electricity supplier collectively snatch "double eleven" in reason. Cao Lei, director of the China Electronic Commerce Research Center, pointed out in an interview with reporters that "in addition, many electricity suppliers themselves also have financial pressure on the financial statements, hoping to get" double eleven ".

But in the final analysis, the essence of "double eleven" is price war. In Cao Lei's view, "it's hard for you to ensure that the seller will not cheat on the price. For example, the price of goods will be raised 1 weeks before the start of the event; or, a portion of the discount items will be hidden on the day of the activity. In this regard, Wang Yulei promised, "once found that the existence of a virtual discount price, the business will not only clear out the" double eleven "shopping Carnival official activities, but also to businesses further penalty points.

A sharp increase in financing pressure for sellers

"Frankly speaking, what worries me most is explosion." Chen Jing, who took charge of the "double eleven" shopping carnival for the second time, recalled the situation in November 11th last year, and only used four words to describe it. So they started preparing several months ahead of schedule this year.

Chen Jing had the same experience as the head of the lighting company. He told reporters: "this year, our stock is 4 times the value of last year, the value of tens of millions of dollars. At the same time, our warehouse has expanded by about 1.5 times, the number of official staff has increased by more than 2 times, and temporary workers have also found dozens of them.

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In order to raise the top priority in the promotion campaign at the end of the year, Internet sellers have begun to fight hard, and capital reserves have become the "warm-up match" of this competition. Reporters learned from the sources that since mid September, online sellers have been accumulating applications for credit loans, order loans and other products, approaching "double eleven", and the enthusiasm for financing has reached the peak of this year.

Data show that as of mid October, the number of online sellers initiated financing increased by 40%, and 20% of the loan recipients' funds reached the peak of this year. Among them, clothing Shoe bag 3C, digital, maternal and child Internet sellers' financing activities are most active, and these categories are also considered to be the main categories of Internet promotion at the end of the year.

Logistics reserve, high salary poaching ahead of schedule

"In addition to stocking, there are still many things to worry about for the double eleven." Cao Lei analysis, "for example, the business platform to withstand the upper limit, payment system affordability, banking system capacity, network page load and so on. Of course, I have to mention whether express logistics can keep up with.

In order to avoid the embarrassment of express and logistics last year, various domestic express companies began to recruit soldiers for the upcoming peak season of online shopping 1 months ago.

Reporters learned from a number of recruitment websites that logistics companies such as Yuantong, Zhong Tong, Shentong, home express and so on have issued urgent information couriers to provide salaries ranging from 3000 yuan to 8000 yuan. A source told reporters that Shentong company Qingdao outlets opened a monthly salary of up to 12 thousand yuan to 20 thousand yuan, while EMS also made a monthly salary of 15 thousand yuan.

In November 1st, the China Express Association organized ten major express companies to hold a closed door coordination meeting for the "double eleven" shopping carnival. It was able to sprint the "double eleven" shopping Carnival of the express industry "Spring Festival".

　　 Express industry Dava, Secretary General of the association, told reporters that the growth rate of China Post Group and the express delivery industry exceeded 50%. This year, a total of 800 thousand courier services in the express delivery industry served the "double eleven", the highest in history. Among them, only ten private express delivery personnel jumped from 365 thousand to 365 thousand. "Nevertheless, there may still be a capacity gap in the face of hundreds of millions of consumer demand, so the direction of this year's express industry is busy and orderly."

In addition to "robbing people", the major express companies compete to buy a horse to replenish their spanport capacity. Data show that the ten major express companies currently have a total of 153 thousand spanport vehicles. On this basis, nearly 30 thousand social reserve vehicles have been added to the "double eleven"; and by way of early expansion and renting, the area of the sorting field is increased by 210 thousand square meters on the basis of 1 million 280 thousand square meters, which improves the throughput capacity of the secondary spanition.

Dawa told reporters that with the development of the online shopping market, the growth rate of the express industry will exceed 50% this year. All of them are recruiting troops, and the postal group will also turn the original "four lanes" into "two-way six lanes". However, compared with the needs of hundreds of millions of online shoppers, the capacity gap will still exist.

To this end, Dawa reminds consumers: "we must rationally anticipate the arrival time of packages, and during the peak season, we have made a lot of efforts, hoping that consumers will give the courier a little bit of understanding and understanding."