Double Eleven Metamorphism: The Small And Medium-Sized Businesses Abandoned By Ali Went There.

Double eleven has gone bad.

The 2019 double eleven, the grand gala and the brilliant stage, are telling people that this is a grand occasion. It seems that the performance is not enough and the performance is coming together. Later, the turnover was higher. The speed of breaking billion, breaking one billion, and breaking billions of dollars all refreshed the past record: in 17 minutes, it exceeded Tmall's double 11 full day turnover in 2014, 14 hours and 21 minutes, more than 200 billion, 8 hours earlier than that in 2018. Last stop at 268 billion 400 million.

On the other hand, the data are constantly refreshed, but on the other hand, people are pessimistic about the "double eleven" holiday. After 11 years, is the double eleven not the exciting night?

No

In the eleventh double eleven, the earlier Taobao has deviated from the original rough and rough route, and the design difficulty of the business is comparable to that of the high number of accounts. And the long time after the entry, the Taobao went the old way.

What is worrying is that perhaps too many spells will never come out of that old road.

-1- abandoned small and medium brands

Whose eleven is double eleven?

Don't be naive, neither you nor me, even the small and medium businesses here are just foil. Double eleven is Tmall Taobao. Of course, Jingdong Suning is also a small share of the list. In the final analysis, we have and need this holiday in addition to the platform, and the giant businessmen who have completed the brand marketing.

In 2009, Zhang Yong, who had just taken over the post of general manager of Taobao mall, thought of a way for the newly established department to copy the United States' black five 'and create a big promotion day. Thinking about it, Zhang Yong chose singles day, that is, November 11th of that year. Later, some people say that this is because this day coincided with the prevailing "cock silk culture", only then the double eleven.

Perhaps because it is really too cock silk, when Taobao mall invited businesses to participate in the "double eleven" promotion, most merchants shook their heads to refuse, and finally only Lining, Lenovo, PHILPS and other 27 businesses to participate.

In these words, these brands are not big names at all. But the effect was still beyond Zhang Yong's expectation. Selling 52 million a day is 10 times the daily turnover. Zhang Yong recalled: "we did not think that businessmen did not think that the aggregation force of the Internet is so great."

Later, the double eleven of each year is the focus.

In 2010, the total turnover of "double eleven" reached 936 million.

In 2011, the "double eleven" transaction volume reached 3 billion 360 million, until late December, the "double eleven" package was completely sold out.

In 2012, Taobao mall was renamed Tmall, "double eleven" was named "double eleven shopping Carnival"; Tmall and Taobao "double eleven" total turnover reached 19 billion 100 million;

In 2014, the "double eleven" trading volume exceeded 100 million in only 74 seconds, 7 hours and 17 points to break through 20 billion, and the transaction volume reached 57 billion 100 million yuan a day.

In 2017, Tmall's "double eleven" trade volume reached 168 billion 200 million.

In 2018, the scale of 2018 Tmall's "double eleven" real-time transaction that rolled for 24 hours was fixed at 213 billion 500 million yuan.

The figure for 2019 is 268 billion 400 million yuan.

However, on the double eleven battlefields in 2019, the small and medium sized brands who made great contributions to the brilliance of double eleven have no place to live.

The double eleven party in 2019 was unprecedented. It invited Talor Swift, Yi Yang thousand Xi, and invited Xiao Zhan and Wang Yibo to shine. Look at the beauty of dance again. Who can have these attention?

Sorry, only big brands.

In 2016, the naming rights of Tmall's eleven double parties were sold to Jahwa in Shanghai for 100 million yuan, and sold to KUKA in 2018 and 2019. How many brands are there?

On this year's pre-sale list, the first place in sports and leisure is Nike, the first item of clothing accessories is Gucci, the first beauty and skin care is Estee Lauder (the latter two are Lancome and L'OREAL), the first is the Moutai, and the first is the Lego. No. 234? It's a big brand.

How to see, this is a collective Carnival of big brands. Small and medium brands often fall behind the list.

According to Alibaba's 2019 financial report, in fiscal year 2019, GMV reached 5 trillion and 730 billion yuan, an increase of 18.8% compared with the same period last year. The proportion of gross domestic product (core business revenue /GMV) also increased year by year, and 2.84%, 2.99%, 3.55%, 4.44% and 5.65% respectively in the 2015 to 2019 fiscal year.

The high annual rate of commission has increased the pressure of small and medium-sized sellers.

It seems that the whole world is not difficult to do business, it seems to have changed. But where did these small brands disappear from Taobao and Tmall's double eleven?

Other platforms, of course. Among them, Jingdong is the second choice of the old brand. In the past two years, there has been another strong opponent. In the friction between the two, small and medium-sized businesses are being pulled again and again.

In November 8, 2019, Galanz, a household electrical appliance company, announced that the entire Galanz product of Tmall Suning flagship store was knocked down by Tmall on October 25th. Finally, Galanz was forced to take up legal weapons. In October 28th, Tmall was brought to court, on the grounds of "abusing the dominant position of the market".

According to Galanz's earlier statement, the reasons for Tmall's blockade were related to Galanz's entry into the market this year. Galanz was forced to "choose two" among the two e-commerce platforms.

In the first half of the year's 618 promotions, Galanz said it had encountered technical shielding and restricted traffic in Tmall's stores. The incident caused Galanz Tmall related stores to cause 200 thousand product inventory backlog, suffered hundreds of millions of yuan loss.

In China's household electrical appliance enterprises, Galanz has two big mountains in front of GREE and the United States. When Taobao and Tmall flow more and more tilted to the big brands, the only way out for Galanz is other platforms. Tmall Taobao, however, has almost become a monopoly market for big businesses.

The most important platform for undertaking "business transfer" is to make more efforts.

-2- happy disc player.

This year's double eleven, a lot of more direct use of subsidies to brush up a sense of existence, in a lot of "double eleven" area, "no road is not afraid, no money, no need to wait" two lines of words are particularly eye-catching, the strategy is also very simple, commodity direct sale, this scene is a trance to see the young Tmall.

Young Taobao is like a fake distribution center. Since double eleven has not yet appeared, fake products are on the Taobao platform. As early as 2011, the Trade Representative Office of the United States called Taobao a "notorious market" and "one of the biggest sources of online sales of fake and shoddy goods".

There are so many spells now. Anyway, to wash white, how much "Wen Bai" detergent powder, "day Cat" detergent, are exactly the same as the young Taobao.

The problem of counterfeit goods has long been Tucao to rotten street. In 2018, when it was listed on a large scale, the problem of counterfeit goods had been concentrated. In search of "TV", many kinds of TV brands such as "trump card", "SKYWORTH cloud audio-visual", "trump card KTV" and "Hisense intelligence" appear. These brands are known as "touch porcelain" brand names.

In addition, there are also very similar "Parmebos" from packaging to name to diaper brand "Pampers Pampers". It also has a variety of twin brothers: Paonmepors, Parmepas, Pampermes, Pamphlets, Puobanrs...... It makes you stupid.

Too many spells do not seem to have a heavy impact on fake products. In July 2018, when answering many questions about selling and selling fake goods, it was said that fake goods were human nature problems. Fake goods were social problems. It was unfair to let 3 years old take too many commitments.

It is not a question to discuss whether or not to take a lot of fake goods. As an electronic business platform, it is natural to have the management responsibility for the authenticity of the merchandise sold. More importantly, are you willing to fight for fake products on your own platform?

The answer is not necessarily to beat the whole heart.

Most of the large quantities of products are not brand goods, but products such as household daily wear, clothing and so on. These functional driven products do not take brand awareness as the standard, but are mainly cost-effective and practical. As users say, "when you buy too many things, you never look at the brand. It's mainly practical."

This is one of the most important reasons for the breakout of Taobao and Jingdong.

Since 2012, Taobao is also trying to find a way to fight against counterfeiting, though there are some ingredients in it, but before and after its listing, the fight against counterfeiting is not low. In 2013, it was called "the most stringent counterfeiting in the history of Taobao". In 2014, it announced that it had invested 1 billion times in two years, and also brought many departments such as the public security organs and the State Intellectual Property Office.

Businesses spilt out of Taobao will inevitably need to find a new destination. In 2015, many of them were set up in Shanghai to receive these people in a systematic way. This is a lot of dividends.

In the era of constant upgrading of consumption, these low cost goods may not be able to find the right sales target on Taobao, but they are like a duck to water when they spend too much time. Because there are also large, low consumption groups.

The data of Yi Guan thousand sail show that the consumption level of many users is quite different from that of Taobao and Jingdong. In June 2018, the proportion of high consumption groups was only 4.71%, which was far lower than 10.25% of Jingdong and 7.11% of Taobao. Among them, the proportion of consumers below and below is over 67%, far higher than 54.23% of Jingdong and 55.76% of Taobao.

In other words, most consumers who are keen on spelling more are mostly groups outside Taobao and Jingdong customers. They are called "users outside the rings". They are aggregated together by the WeChat links that they share so much, and together with low-end businesses, they form the most important moat, which is also the bottom line for the market value of tens of billions of dollars.

There is a saying: to see whether your friend lives well, depends on whether he has shared many links. It seems to be a synonym for low quality life. The reason is that there are too many fake and shoddy goods, and the whole ecosystem is bundled by such goods, so that many other products become a world beyond Taobao Tmall.

But each side of the world has great attraction for the other side.

Since last year, Taobao has started a series of measures to deal with a lot of problems. It has played a similar role with many other companies, and has launched the new function of the online group. After launching the Taobao Special Edition App in March this year, it launched a price war. Then Alipay's home page also put together a group function. However, Ali did not splash around the group.

Last year, two dozen Taobao did not make any collage data, but the number of open data showed 38 million orders for agricultural products, 280 million orders for household products, 90 million orders for women's garments, and orders for all platforms were expected to be over 600 million. From 1-12 days, the average daily orders were over 50 million. Basically close or exceeded the daily orders of Taobao.

After giving up the mode of self operation in the business mode, it has turned to the platform of light assets and high profit. As a result, a lot of competition and Jingdong stagger the competition position. Among the remaining competitors, Taobao is the most powerful opponent. In order to win the same customers and businesses with Taobao, the decisive battle is inevitable.

However, if you spend too much time and don't wash yourself, it will never reach Tmall's status today.

-3- more genetically modified? Impossible.

In the 456 tier cities, there is a lot of competition in the market.

By the end of 2018, the sale of iPhone at a super low price was not a small discussion. At that time, the official website sold 6999 yuan 128G iPhone XR, the price was 5999 yuan, much cheaper than the official website 1000 yuan, cheaper than Jingdong and Suning 1000 yuan and 700 yuan respectively.

In fact, the "one seller flagship store" and the "cool selection digital franchise store", which sell a lot of iPhone, are actually Tmall's good digital and Jingdong's Jia Hu digital, which are large agents in the mobile phone industry.

This year's 10 billion subsidy is aimed at the "five rings" crowd. In the "ten billion subsidy" activities, the main categories of subsidies are mobile phones, home appliances, digital and beauty makeup. Subsidized products are also popular hot commodities at present, such as new iPhone, SK-II fairy water, Estee Lauder small brown bottles, PHILPS electric toothbrushes, Switch game machines, etc.

The "fake and shoddy" label is much more spiced. After relying on cheap and cottage commodities to accumulate a large number of users, it intends to subsidize the exploded goods in a second tier city, aiming at the crowd who can not see much of the "five rings".

When more and more businesses spilt from the Taobao system, some businessmen who have made more corrections than those who have advanced a lot in the past are also spelling out a lot. But many users who are educated by low price and low quality goods do not seem to be the target group of these new sellers.

A lot of choices are faced: is it a forcible change in the consumption habits of the original users, or is it looking for more and more advanced users? Obviously, many of them choose the latter.

But on the way to the whitening Road, it is inevitable that more and more users will collide with users at a higher level. But they can't talk about how to bargain too much. They even hate it.

Before this year's double eleven, we launched many activities that claimed to be free of 100 yuan in cash. When you first opened a red envelope with a suspicious attitude, you could see a red envelope of dozens of dollars at a glance, which makes you think that 100 yuan is near. But if you want to get more red packets, no problem, share links, let friends help. However, the greater the total amount of money in the red envelopes, the less helpful it is to see 100 yuan, and the strength of friends is also small. You can add 1 cents to the point.

This activity, in other words, allows you to share, share and share, forward and forward again. Anyone who participates in this activity and shares is a large number of online marketing staff.

Some people received money, some received coupons, and some employees worked hard to get busy. Half of them did not receive it. Not only that, they also offended all their friends around.

So, if you do a lot of links every day, are you consolidating your social network or destroying your social network?

Big probability, you finally get a circle of mothers who are willing to bargain with you.

Consumers have a long history of antipathy to many links, and even a lot of grievances. In fact, a lot of things went wrong in the process of going up.

It is wrong to think that friends in the five rings, like 456 line townspeople, are eager to bargain in WeChat group. As we all know, these social workers who are tired of working and living everyday, since they can afford to buy large and medium sized brands on Taobao, why waste time every day in bargaining?

However, too many spells still can not stop such an operation, that is its gene.

On the eve of double eleven this year, WeChat upgraded the WeChat external link content management standard. The banned business practices include: haggle, profit inducing downloading, illegal teamwork, various forms of friend help, planting trees / raising chickens / pets, and so on.

According to the official list of the first batch of birds to catch the monkeys, a lot of them are in it. But a lot of spells quickly came up with a way to start the local flavor line: in the form of WeChat characters, the links were forwarded in the WeChat group. After all, long links with links are not external links, and WeChat systems cannot be blocked.

Why are we so obsessed with this form?

If you really want to wash it, maybe it will face the choice when Ali is listed, or do you want to clear the fake?

Looking back, at the beginning, if Ali was not listed at home and abroad under pressure, it would not be willing to completely clean up fakes. Otherwise, it will not let fake products exist in Taobao for so many years.

Similarly, too many spared no dared. A platform that can almost be said to sell fake goods, and if there are no fake goods left, there will be nothing left. This business model will suddenly collapse.

Of course, if a lot of food really goes into the five rings, it may be as if Taobao had built a solid foundation and would have no mercy on fake businesses. But can it be eaten?

There is a long way to go to fight the white road. If you can't rush into the five rings, you may never leave the 456 line townspeople. Once they are not able to get enough money, they will soon collapse.

The more serious problem is still, if too many white washing roads do not go smoothly, what should we do?

Perhaps it will always be the "spell sunset".

Source: F-Jinjiao, Hu Yeyuan