Several Details Of Double Eleven Data Carnival

Less than P, sales in 24 hours last year reached 19 billion 100 million yuan, and the number of packages exceeded 15 hours last year in 24 hours. < /p >
Under the background of "P > Data carnival, there are several details that reflect the change of mentality of shoppers and < a href=" http://www.91se91.com "> business < /a >. < /p >
< p > the first detail is compared with the first three years of the double eleven (2009, 2010 and 2010) Shopping Festival, and the peak of consumer shopping has changed. In the first three years, the peak appeared in the second half of the shopping festival, especially after 8:00 p.m. on November 11th. At the beginning of 0 a.m. to 2:00 a.m., the shopping festival just started on the morning of 11, and the order was not high. From last year, that is, 2012 double eleven, the peak is just the opposite: the peak appeared at the beginning of the shopping festival, and then gradually levelled off. < /p >
< p > at the beginning of the double eleven this year, sales per minute exceeded 100 million yuan, and sales to 16 million to 20 million per minute on the afternoon of 11, about 1/5 to 1/8 of the peak period. < /p >
< p > another change is that from last year's double eleven, consumers will put the goods they want to buy in the shopping cart ahead of time. An extreme example is a friend of last year's reporter who placed more than 60 thousand yuan in shopping cart goods and eventually snapped up 8000 yuan. Between 2009 and 2011, most of the eleven shoppers did not put their products in the shopping cart ahead of time. < /p >
< p > compared with two years ago, consumers are paying more and more attention to double eleven, and more and more expectation. Double eleven really becomes the Carnival Carnival with universal participation. Under such a background, consumers are becoming more and more impulsive, and irrational consumption is increasing. Public participation is making this impulse more intense through frequent interaction among online shoppers: no one is willing to "out" when everyone around them is involved in the double ten rush. < /p >
The attitude of P is also changing. In 2009, when Taobao held the "double eleven" business, merchants were rarely willing to take part in it. For a simple reason, many merchandise discounts were very low and sold much better. In the first year, only 27 businesses took part, with a turnover of 52 million yuan, 1 billion 360 million in 2010 and 5 billion 200 million yuan in 2011. < /p >
< p > the real explosion point is 2012, double eleven "Tmall + Taobao" < a href= "http://www.91se91.com/news/index_c.asp" > transaction < /a > amount to 19 billion 100 million yuan. < /p >
< p > a Taobao employee who participated in the double eleven shopping Carnival in the first three years was interviewed by the twenty-first Century economic report. He said that by the end of 2011, the attitude of businessmen has changed. By 2012, the attitude of businessmen has changed radically. If they can participate or not, they must participate now. < /p >
< p > there are two reasons: first, double eleven can increase sales and inventory; two, double eleven has a good brand marketing effect, especially for those listed in the top ten, which can increase brand awareness. < /p >
Big businesses want to rush to the front. Under the promotion of competitive mentality, business behavior is starting to become irrational. In the case of low discounts and transaction losses, some vendors are investing heavily in media such as subway, TV, websites, and so on. P Under such circumstances, the higher the advertising investment, the higher the loss. < /p >
Nobel, one of the winners of the 2013 P prize in economics, Robert Schiller once said in the book "irrational prosperity" that markets are driven by emotions rather than value judgments. Emotional mutual infection will make the market more and more deviated from value judgments, and more and more prosperous. < /p >
< p > no matter what Schiller's attitude towards this phenomenon is, an objective reality is: those companies that best use this sentiment are the most successful companies in the market because they are closest to others. < /p >
< p > consumers and businesses are becoming irrational and emotional. The Ali group has always been rational: it can fight all kinds of competitors such as Jingdong, Suning and Gome, but also make a lot of money. < /p >
< p > for Tmall, the double eleven is a binge of losing money: even if the merchants lose their money, Tmall will earn money as a platform, with an average commission of 3% (by the category of 2%, with a gold between 2% and 5%). The more the double eleven sells, the more Tmall earns, and the 30 billion of the transaction volume will be 900 million bags per day. < /p >
< p > this is not the most fundamental reason why Ali insists on double eleven. The most fundamental reason is that Tmall can make money in shopping carnival, while Jingdong, Suning, Gome and other competitors participate in the double 10 carnival is a bitter drink: in the case of low discount, the more they sell, the more they lose. < /p >
Why did P, Jingdong, Suning, Gome and other colleagues participate in Tmall carnival? They did not want to get a slice of the a href= "http://www.91se91.com/news/index_s.asp" double eleven "/a" shopping carnival. Instead, they hoped to divert Tmall's share of shopping through joint efforts to achieve the purpose of blocking Tmall. This goal has not reached at least for now: Tmall is far away from its rivals in terms of sales volume. < /p >