The New Retail Era Is Coming And The Whole Channel Has Become A Trend.

2016

New high, sales of the whole network exceeded 170 billion yuan.

Double eleven achieved a total sales volume of 120 billion yuan, an increase of 32.25% over the same period, and this "double eleven" presents three major characteristics, and the trend of online and offline integration is obvious.

The agglomeration effect of consumption increases; double eleven packages test the express industry, and express intelligence, automation and platform trend are significant.

We believe that from this double eleven overall development trend, we can spy on the future development trend of domestic electricity supplier, and the future electricity supplier drainage is more diversified. "Electricity supplier + network red + live + new technology" combined with offline experience or become the overall retail development trend, that is, domestic new retail; in terms of consumption level, the traditional brand embracing the electricity supplier is gradually taking the leading position, the brand is strong and the strong are strong, the operation efficiency of express delivery is gradually improving, and the beach logistics has become the key. Platform VS self run express will become the main theme of the industry, the representative of which is the rookie alliance and the Jingdong express.

"Double eleven" sales volume has reached a new high, and the whole channel has become a trend.

Since the double eleven shopping carnival was first held in 2009, Tmall's double eleven day sales have been innovating again and again to refresh people's recognition of domestic consumption demand. In 2016, Tmall's double eleven day sales exceeded 120 billion, achieving 120 billion 700 million, an increase of 32.35% over the same period last year. The sales volume of the whole network exceeded 170 billion, a new high for eight consecutive years, and the compound growth rate of eight years was as high as 221%.

While sales growth was "blowout", the brand influence of double eleven also expanded from Tmall to the entire electricity supplier, from online to offline, and the businesses involved in the activities also expanded from the initial 27 to 6, and became a real national feast.

In terms of vertical electricity providers, sales growth and industry investment and financing continue to accelerate. The traditional retailers with offline resources embrace the rapid development of the Internet, such as Suning cloud and Gome online. The full channel experience and distribution advantages will gradually show that explosive growth is achieved.

Customer price center gradually moved upward, the trend of brand consumption of e-commerce is obvious, and the traditional brand is embracing the electricity supplier.

In 2016, the list of double eleven Top10, household appliances and 3C category of high priced customers occupy 7 seats, indicating that consumers are more and more willing to buy high priced durable products online. The center of consumer products is constantly shifting. Explosive products are no longer confined to daily necessities such as clothing and cosmetics. Food products, mobile phones and even home appliances have become popular categories in recent years. The price of users has increased from 1353 yuan in 2013 to 1763 yuan in 2013.

The penetration of other traditional retail industries has made the "double eleven" brand continue to be full of vitality and attract more user traffic.

Part of the Amoy brand is declining, sales are surpassed by traditional brands, while some Amoy brands take advantage of the brand /IP and offline supply chain advantages to occupy a place in double eleven, such as Antarctic electricity supplier and three squirrels, and so on, strong Heng Qiang.

At the current time, traditional retail has gradually entered the line, paying attention to the investment of electric business, and developing rapidly with the advantage of offline brand, realizing the overtaking of corners.

Distribution is intelligent and platform oriented, and distribution efficiency is rising significantly.

In 2016, the total number of double eleven network packages was 1 billion 70 million, an increase of 57.82% over the same period, reaching 46.11% from 2010 to 2016 GAGR.

The total number of double eleven network packages is about 3% of the annual volume of the express industry.

In 2015, the total volume of double eleven days was about 12.56 times that of the daily average, and it was estimated that the order of magnitude in 2016 was about 14.05 times. It continued to show growth trend, and the number of packages in the short term would be tested for the short term pressure capacity of the express industry.

Under the background of intelligent express and efficiency improvement, the overall delivery speed of double eleven has increased year by year; the channel is sinking obviously; the rookie alliance has covered the county seat to 460+, covering the number of villages to 21000+, with community couriers and campus stations reaching 45 thousand +, 2 thousand and 700 +.

The unmanned silos, UAVs and unmanned vehicles built by Jingdong and sunning's cloud storehouse are also emerging in double eleven this year.

The new logistics characterized by automation and intellectualization has become the development trend of the logistics industry.

In 2015, double eleven only used 16 hours to deliver one hundred million parcels, which was shortened by 32 hours compared with 2013. In 2016, the distribution of double eleven orders was only 13 minutes 19 seconds, 11 days 16 times, 187 million orders had been clicked and shipped, exceeding the double eleven whole day shipments last year, and the efficiency of logistics distribution increased significantly.

First, the "double eleven" sales volume has reached a new high, and online and offline integration has become the trend of future development.

1. "double eleven" sales volume has reached a new high. Vertical electricity providers continue to grow at a high speed, with double eleven sales reaching new heights and online shopping holidays gradually expanding to offline.

2016 double eleven Tmall mall sales for the first time exceeded 1200, "as always" to refresh people's high demand for double eleven consumption, and become an annual universal Carnival feast.

Since the double eleven shopping carnival was first held in 2009, Tmall's double eleven day sales have been innovating again and again to refresh people's recognition of domestic consumption demand. In 2016, Tmall's double eleven day sales exceeded 120 billion, achieving 120 billion 700 million, an increase of 32.35% over the same period last year. The sales volume of the whole network exceeded 170 billion, a new high for eight consecutive years, and the compound growth rate of eight years was as high as 221%.

While sales growth was "blowout", the brand influence of double eleven also expanded from Tmall to the entire electricity supplier, from online to offline, and the businesses involved in the activities also expanded from the initial 27 to 6, and became a real national feast.

Vertical e-commerce platform continues to grow at a high speed, and capital market has increased investment in vertical electricity providers in the field of subdivision.

After eight years of operation, "double eleven" has evolved into a large collective promotion banquet for the entire electricity supplier industry. Although Ali (Tmall) has been the protagonist and the biggest winner of this feast, the total sales of midheaven cat in 2016 accounted for 68% of the total sales in the whole network, and sales increased 32% over the same period last year.

However, we should note that the rise of self operated e-commerce and vertical electricity providers, such as sales in Beijing East day, grew by 59% compared with the same period last year, and Suning sales increased by 129% compared with the same period last year (11 days ended at 120 points), all above Tmall's growth rate. Meanwhile, Tmall's overall sales accounted for 70%, indicating that other vertical e-commerce providers such as Jingdong, Suning, Gome and No. 1 store are gradually reducing the overall market share of Tmall. We expect that the dilution effect will continue in the future.

In terms of investment in the primary market, vertical investment and financing accelerated in 2016, and most of the investment segments, such as cosmetics, medical care, real estate and so on, were not fully counted. There were about 26 large-scale investment and financing projects.

2. mobile terminal penetration continued to record high, accounting for the continued increase in the limited mobile shopping mainstream. In five years, mobile terminal revenue increased from 5% to 85%, and mobile terminals continued to have limited penetration.

Since 2014, mobile terminals have broken out. Mobile phones, tablets and other mobile devices have become the main channel to rush to buy products during the "double eleven" period. The migration of users to mobile terminals is an indisputable trend.

Take Tmall mall as an example. In the past five years, the proportion of mobile terminal revenue increased from 5% in 2012 to 81% in 2016, and the revenue from Jingdong mobile terminals reached 85%.

At present, the proportion of mobile Internet users in China is only 90%. The proportion of mobile end revenue share with mobile Internet users has been narrowing. There is limited space for mobile users to increase their penetration in the future. The proportion of mobile end revenue will remain stable.

The essence of the "double eleven" shopping feast is the replacement of traditional retail formats by the new retail (electricity supplier) format. The format pformation will continue, and the prospects for new retail will be broad.

In the context of the continued low level of retail consumption in the domestic society, the "11.11" shopping Carnival "blowout" single day sales is particularly bright, which reflects that there is no lack of consumption intention and consumption ability in China, but there is a lack of good supply.

In essence, "11.11" is a new marketing mode (Internet thinking), which is an innovation of traditional marketing mode.

With the breakthrough of 120 billion of the total daily turnover in 2016, the huge online consumption capacity has to let us redefine the new retail era. The domestic retail structure is undergoing fundamental changes. "Internet + retail" has been replenish the canal through the once retail industry, and is becoming one of the mainstream channels for the release of domestic consumer demand. It is pushing the traditional retail format to the Internet.

From this perspective, the new retail era in China is just beginning, and the combination of online and offline logistics has great potential.

Double eleven into the new retail mode "best test field", online and offline all channel integration trend is obvious.

Shi Chong is the first brand home decoration enterprise to enter Tmall mall in the industry. In 2014, Tmall double eleven, creating a sales volume of nearly 20 million, won the category sales champion, and let more people feel the power of the innovative mode of home decoration Internet.

In 2015, Tmall's double eleven sales volume of Internet home improvement products reached 416 million, won the sales category of home decoration category, and ranked seventh in the Tmall sales list.

2016 double eleven, which was built at 19:55, broke 300 million, but finally lost the same focus on the whole house Pingo, second of the decoration category.

The competitiveness of clothing brand is declining, and the brand innovative marketing mode under the line will stimulate the growth point.

Since 2015, "Amman", "Artka ACA" and "Han Du Yi house" and other Amoy brands have disappeared from the double eleven list.

The offline brand UNIQLO has entered the list of women's clothing since its entry into the list in 2013, ranking the top six in the 4 consecutive years.

In 2016, double eleven, UNIQLO sold only 2 cents and 53 seconds, and sales broke 100 million yuan, becoming the brand of Tmall's whole category / first billion, and sold out of active products on the morning of 11.

UNIQLO's double eleven activity is only 11 hours, and still sits firmly on the throne of women's clothing sales champion.

This year's double eleven, UNIQLO will extend the battlefield from the online to offline, part of selected products online and offline synchronization offers, consumers can go directly to the store to buy, while providing "online order, store self mention" services, not only solve the problem of double eleven logistics which puzzles businesses and consumers, but also realize the win-win sale of online stores under the Tmall shop.

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Double eleven shopping festival gradually drained to the line, the full channel in drainage, distribution speed advantage is obvious.

Take Suning as an example, the double eleven Suining line is synchronized on the line and the 32 Suining square in the whole country. About 3700 suning.com stores receive 10 million customers, a record high.

In terms of distribution experience, the delivery rate is 99.7%, and the total daily rate is 96.6%, of which half a day is more than 80%. It is widely popularized in 47 cities.

Double eleven Su Ning Yun business channel orders grew by 193%, online orders grew 210% over the same period, of which mobile payment accounted for 83%, and suning.com Tmall flagship store ranked first in Tmall rankings all day.

Two, the customer price center gradually moved upward. The trend of brand consumption of e-commerce is obvious. The traditional brand is embracing the electricity consumer 1, the consumption upgrading trend is obvious, the passenger price center gradually moves upward, the electricity consumption is more diversified, the customer price center gradually moves upward, and the brand aggregation is obvious.

In 2012, on the Tmall double eleven Top10 list, household clothing brands occupy 8 seats, with a relatively simple level.

Starting in 2013, mobile phone brands such as millet, HUAWEI and Meizu began to appear on the list.

In 2015, Jiezhuang brand entered the list and became the first service brand that entered Top10 with double eleven sales.

Over the past eleven years, the list of clothing brands was only left by UNIQLO, with three squirrels in food brands and Nike and Adidas in sports shoes.

In 2016, the list of double eleven Top10, household appliances and 3C category of high priced customer price accounted for 7 seats, also indicates that consumers are increasingly willing to purchase high priced and durable products online, and the price center of consumer products continues to move upward.

From the single clothing category in 2012 to clothing and furniture appliances and other storage products in 2013, and then to the three squirrels in 2016, TOP10 became more and more diversified, and consumer demand was more diversified. Explosive products were no longer confined to daily necessities such as clothing and cosmetics. Food, mobile phones and even household appliances became popular in recent years. The price of users and subscribers increased from 1353 yuan in 2013 to 1763 yuan in 2013.

The penetration of other traditional retail industries has made the "double eleven" brand continue to be full of vitality and attract more user traffic.

1. brand growth trend of agglomeration is obvious, "double eleven" brand sales overall growth rate is higher than Tmall growth.

The trend of brand consumption of e-commerce is significant. On specific consumer categories, household appliances, mobile phones, personal care, cosmetics and maternal / infant ratio are 20.4%, 12.1%, 8%, 4% and 6.1% respectively.

In 2015, "double eleven" brand growth continued to maintain a high growth rate, sales of more than 100 million sales in the total sales growth in Tmall was around 32.35%, and sales reached more than 90 brands, compared with the 2015 year.

2. traditional brands embraced the Internet to get new growth, rapid growth, Amoy brand jungle, strong and strong, in addition to brand clustering, traditional brands gradually dominate in the electricity supplier.

After adjustment in recent years, the traditional brand embracing the Internet has been gradually gaining new life. In the double eleven Shopping Festival, the sales front of the category is basically traditional brand, while some of the brands are fading away. Sales are surpassed by traditional brands, while some Amoy brands can take advantage of the brand /IP and offline supply chain advantages, such as puppy electric appliances and three squirrels, and so on, and the strong Heng Qiang.

At the current time, traditional retail has gradually entered the line, paying attention to the investment of electricity providers, and developing rapidly with the advantage of offline brand to achieve surpass.

Three, the distribution of intelligent and platform trend, distribution efficiency climbed significantly, "double eleven" package of new high, logistics pressure.

In 2016, the total number of double eleven network packages was 1 billion 70 million, an increase of 57.82% over the same period, reaching 46.11% from 2010 to 2016 GAGR.

The total number of double eleven network packages is about 3% of the annual volume of the express industry.

In 2015, the total volume of double eleven days is about 12.56 times that of the daily average, and the estimated order of magnitude is about 14.05 times in 2016.

Double eleven logistics distribution speed increases rapidly year by year.

Under the background of intelligent express and efficiency improvement, the overall delivery speed of double eleven has increased year by year; the channel is sinking obviously; the rookie alliance has covered the county seat to 460+, covering the number of villages to 21000+, with community couriers and campus stations reaching 45 thousand +, 2 thousand and 700 +.

Data statistics show that: in 2015, double eleven only used 16 hours to realize the distribution of one hundred million parcels, which was shortened by 32 hours compared with 2013. This year, double eleven first single distribution only completed 13 minutes 19 seconds, 11 days 16 times, 187 million orders have been clicked and shipped, exceeding last year's double eleven whole day shipments.

Automation and intellectualization have become the new trend of logistics.

The number of rookie network packs accounted for more than 60% of the total network package, which is a gathering platform for double eleven logistics pressure.

At present, rookie networks rely on big data and cloud computing technology to achieve intelligent single point, automated warehouse, intelligent delivery, logistics acceleration and other functions. This year's double eleven push "poly single straight hair" will increase at least 10 hours or more.

In addition, Jingdong's unmanned warehouses, UAVs and unmanned vehicles, as well as sunning's cloud storehouse, are also emerging in this year's double eleven.

The new logistics characterized by automation and intellectualization has become the development trend of the logistics industry.

Crowdsourcing logistics has become a new force for the two eleven characteristics. Sharing the economic mode is a new breakthrough for the logistics industry.

This year, double eleven rookie network and Jingdong launched crowdsourcing logistics mode. Hundreds of thousands of crowdsourcing capacity will be added to double eleven distribution.

At the beginning of this year, Jingdong came home to merge with dada express, Jingdong incorporated the "crowdsourcing" brand of crowdsourcing, and everyone's express delivery of the crowdsourcing logistics mode also completed tens of millions of financing.