Hai Tao Went To Double Eleven Price War And Turned To Logistics War.

Nowadays, when we mention double 11 again, few people will feel the sorrow of singles day.

This holiday created by Alibaba has become the carnival of the entire electricity supplier industry. This year's double 11 e-commerce promotion is also quietly changing, and the slogan of low price is quietly being replaced by new concepts such as cross-border and logistics.

Beginning in October this year, the second largest retailer, Costco, entered Tmall, which means double 11 "

New battlefield.

Tmall said that users can buy international first-line brands through Tmall international and enjoy discounts during the double eleven period.

However, this double 11 big promotion.

The approach is "pre-sale".

Data show that as of November 4th, Tmall international scheduled trading volume exceeded a million single explosive products have reached 29, from Germany and the United Kingdom imported milk powder, from Japan and South Korea cosmetics and diapers have been prepared in Hangzhou Xiasha bonded warehouse, expect that during the double 11 period will have nearly 700 thousand single cross border goods from here.

Zhang Zhu, an expert in Tmall's international import business, said that the pre-sale can predict consumer demand, so as to set up the quantity of stocking and allow enough time for goods to enter the bonded area warehouse by sea.

In advance packaging and delivery, it can also prepare for the peak delivery.

It is understood that Tmall international tens of thousands of overseas goods will be packaged ahead of schedule, and so on, after double 11 consumers pay the final payment, they can directly place orders and deliver goods. They can also coordinate the delivery destination cities with warehouse and express in advance, which will relieve the pressure of double 11 parcel delivery.

In terms of Hai Tao, Amazon China, which has an international background, also has a high profile layout.

At the end of October this year, Amazon announced that China, the United Kingdom, Germany, Spain, France, the United Kingdom and Italy launched 6 direct mail service sites in China, involving about 80000000 international products.

In the double 11 period, Amazon China will also try to operate "offshore outsourcing" new services.

According to the briefing, overseas purchase is the Chinese version of z.cn on the United States.

The products are all selected from the US Amazon, the price is synchronized with foreign countries, and provide Chinese pages, localized purchase methods and Chinese local after-sale support. The products include clothing, shoes, mother and baby, beauty makeup and other categories.

According to Amazon China, direct mail needs users to purchase orders from overseas websites, which is difficult for ordinary users, but the "offshore outsourcing" service will lower this threshold.

Some analysts believe that Amazon is in the leading position in global logistics and selected products, and will enter the cross-border electricity supplier through the bonded area, which will bring new growth to its business in China.

In fact, shop No. 1, jumei.com and other low-key layout of cross-border electricity providers, and even the fresh category of electricity supplier Shun Feng preferred, also plans to launch the sea service during the double 11: through direct cooperation with overseas brand dealers, through the buyout way to assemble goods to the port bonded area, the current category is mainly concentrated in foreign milk powder, and will gradually involve health products.

Double 11 is the biggest user tucking out two points each year, one is price two is logistics.

Although 50 percent off is still the biggest gimmick of double 11 promotion, but the users who have experienced hundreds of wars have been able to identify the price of water. Logistics and services are the topics they are more concerned about. So this year, the focus of competition between the two 11 electric providers is also shifted from price to logistics.

For Tmall, this year's fresh category was first added to the double 11 promotion, which is a very demanding category for warehousing and cold chain pportation.

According to a fresh brand operator of Tmall, 11 fresh businesses mainly use two logistics modes, one is Shun Feng cold pportation, the other two is rookie logistics.

Shun Feng Leng Yun is an independent brand of SF which came into service a few months ago. Its service customers include its electric provider, Shun Feng, and Tmall and other platform businesses and other fresh electricity suppliers.

Shun Feng, who is responsible for the cold cloud, said it will launch a customized double 11 plan for fresh customers. The plan combines last year's double 11, daily business data and double 11 plan this year to enhance delivery efficiency.

Amazon, China, which has always been the slogan of "everyday low price", this year's double 11 also plays the logistics card, announces the new logistics layout and the guarantee system to cope with the logistics peak.

The core of this logistics system is the use of big data capability. By analyzing the needs of consumers, we predict the pport data of double 11 peak in advance, and predict the allocation according to the demand, and put the goods in the nearest warehouse.

Xue Xiaolin, vice president of Amazon global, said that for double 11 Amazon China, several times the capacity reserve for the more than 300 allocation routes, especially this year, double 11 is just APEC. There are some provisions on vehicle limits. Beijing will adopt a variety of pport modes, preparing at least three times capacity, and 24 hours standby for pportation.

Gome online will upgrade the logistics and distribution specifications during the double 11 period, and launch the "timing service": users can place orders before 12 a.m., and deliver them before 20 o'clock that evening; place orders before 14 p.m., and deliver them before 22 p.m.; place orders before 24 p.m., and serve before 14 o'clock the next day.

In the view of Gome online chairman Mou Guixian, the "timing" launch needs three prerequisites: first, all goods will sink to two or three lines of urban warehouses, second is to realize the quick replenishment of goods from regional warehouses to urban warehouses, three is the distribution of large and small distribution resources and pportation capacity to meet the demand for distribution.

Gome online double 11 launches this service, and it is also a brand concept that hopes to deliver fast delivery to users.

According to official Alibaba data, in 2013 double 11 Tmall and Taobao trading volume exceeded 35 billion yuan, it is widely predicted that the double 11 trading volume will exceed 50 billion yuan this year.

Such a big cake not only lets the e-commerce website go crazy for the promotion war, but also stores and traditional retailers join the online shopping carnival.

According to media reports, on the eve of the 11 double business network, Yintai business, BBK, Hong Tu and other 129 retail enterprises, more than 15000 entities, for the first time to promote the launch of the Chinese Shopping Festival, hoping to make double 11 also become offline retailers' holiday, which is also seen as a comprehensive declaration of the real retail business to the electricity supplier.

In order to "rub the festival", Wanda also launched a hundred shop celebration activities, calling out the slogan "the first promotion under the line".

Wang Jianlin, chairman of Wanda Group, said that the main purpose of the activity is to attract 50 million passengers nationwide into the store.

Hu Zijing, chairman of the company, said in an interview with the media that if a physical store wants to win the competition with the electricity supplier, it will not be able to follow the electricity supplier to fight the price war. Instead, it should change the train of thought and make the best use of offline shopping experience on the basis of making profits.

Data show that in the first half of 2014, online retail grew by 43.9% over the same period last year, with a total paction volume of 1 trillion yuan, but only 8.7% of the total retail sales of social consumer goods.

Even though double 11 has attracted many traditional entities' attention, data means that most of the traditional retailers still have no access to the Internet.

Double eleven is the opportunity for the physical store to touch the net. Since November 1st this year, Yintai business, Wangfujing department store, Joy City, Guang Bai department store and other 28 department store 317 stores have officially participated in the "double 11" shopping Carnival O2O special.

In the above entity retail stores, Yintai business has already tasted sweetness in last year's double 11.

And Joy City, Wangfujing department store, Guang Bai department store, Tianhe City and so on are the first initiative to announce "willing to make Tmall double eleven fitting rooms". As long as customers enter the shopping mall and enter Taobao mobile phone, click "find" and shake it, then they can directly enter the "double 11" related activities page and participate in the activities of "double 11" red packets, lottery, spike and coupons.

It is understood that at present, the total number of Yuan Bao launched by 28 department stores will exceed 30 million, and the exclusive discount of members in shopping malls can reach up to 30 percent off.

Experienced double 11, most users have a clearer understanding of the "low price trap".

Many users have joined the shopping cart before the double eleven, so as to observe the price changes on the day of double eleven.

Many users reflect that many businesses still have the first price increase and then discount sales promotion.

In order to regulate this behavior, Jingdong issued a promotional specification for merchants before 11 pairs, and recommended that the Jingdong platform enter the business to standardize the price. The promotional page shows the "reference price" of the merchandise, and it needs to prove the reference price source. If it is impossible to prove the source proposal, remove the "reference price" displayed on the page.

Jingdong's move was once misled as the SAIC regulations, but the annual 11 high price complaints have also attracted the attention of the relevant departments.

According to media reports, on the eve of double 11 this year, the Shanghai industrial and commercial bureau and the Commerce Commission specially interviewed shop operators such as shop 1, public comment and Ctrip.

The Shanghai Municipal Bureau of Commerce and industry and the Commerce Commission request that the operators of electronic business platforms need to strengthen the management of sales promotion activities, prevent individual operators from adopting the method of reducing prices after the first price increase, fictitious preferential sales promotion, false propaganda and infringing upon registered trademarks of others. Once they find that the network trading platform has illegal activities, they should rectify the situation and then shut down.

In addition to price, quality is also the focus of double 11 complaints every year. AQSIQ also conducts spot checks on the quality of electronic commerce products in the way of "mysterious buyers", and 30% of the 7 products of the 502 mainstream suppliers are unqualified.

It is reported that the spot checks include Tmall, Jingdong, Suning, Amazon, Dangdang, shop No. 1, fan and so on. The category deals with 14 kinds of net products, such as children's toys, clothing, small household appliances, etc. the 502 batches of products that have been sampled by the inspection have failed to produce 131 batches of 110 enterprises.

among

The detection rate of unqualified products of 7 kinds of products, including plush cloth toys, cashmere knitted garments, back bags, casual clothes, mobile socket and indoor heaters, are all above 30%.

In the clothing products category, 61 batches of substandard products have 43 batches of "unreal ingredients", and some cashmere sweaters are 100% cashmere, and only some wool, nylon, viscose and rabbit hair are measured.

At present, the quality supervision department has supervised the electronic business platform to take measures to deal with unqualified products. For enterprises producing unqualified products, especially those that do not meet the requirements of the national mandatory standards, they shall be ordered to stop production and sale of substandard products according to law.

Relevant departments also call on users to be careful when shopping online, and be careful of all kinds of consumption and quality traps.