[Laogao E-commerce] At 24:00 on November 11, the 2017 Tmall Double 11 Global Carnival ended, new retail energy exploded in full swing, and the "global resonance" effect was highlighted. The transaction volume of the whole day once again set a new record of 168.2 billion yuan, wireless transactions accounted for 90%, the total number of payments for the whole day reached 1.48 billion, and the logistics orders for the whole day reached 812 million, and the transactions covered 225 countries and regions around the world.
New retail energy burst
This year, more than 140,000 brands around the world invested 15 million products to participate in Tmall Double 11, and more than 1 million merchants at home and abroad were connected online and offline. Nearly 100,000 smart stores and more than 500,000 retail stores have brought new retail power to all directions.
Tmall Double 11 "Billion Yuan Club" was finally unveiled, and 167 brand merchants became members this year. Apple ranks first in the transaction volume, with Midea and Xiaomi ranks more than 2 billion yuan in a single-day transaction volume. As Alibaba Group CEO Zhang Yong said, "This is China's height and the global height."
Driven by new retail, global clothing and beauty brands have set new peaks on Tmall Double 11. From Chinese brands to international big brands, they not only set a new "Tmall speed" online, but also promote the prosperity of offline stores.
The number of members of the 100 million yuan club in the clothing industry increased significantly. Nike announced a transaction of over 100 million less than one minute after the start of Double 11. Adidas followed closely behind. Both brands exceeded the transaction volume for the whole day in one hour. Nike's official flagship store has become a merchant with over 1 billion in Tmall clothing history.
New retail is helping more traditional brands grow online and offline in a superimposed manner. This year, more than 500 stores across Uniqlo will support Tmall ordering and store pickup services. By 5 pm, the transaction volume has reached 4.5 times the transaction volume of the whole day of the whole day of the whole day of the whole day of the whole day of the whole day of the Lingzhi Group has also reached 173% of the whole day of the whole day of the whole day of the last year.
Against the backdrop of consumption upgrades, sub-categories such as men's care, beauty instruments, cashmere and woolen have all ushered in explosive growth this year, and designer brands and personalized brands have also won the attention of more young users.
In the jewelry industry, well-known brands Chow Tai Fook and Chow Tai Seng, which maintain in-depth cooperation with Tmall, have grown strongly. Chow Tai Fook became the first member of the industry's Tmall Double 11 "Billion-yuan Club". Chow Tai Seng's transaction volume as of 10 pm is equivalent to 150% of the sales of the whole day last year.
On Tmall Double 11 this year, a large number of "billion yuan clubs" players also emerged in the fast-moving consumer goods industry, including 17 maternal and infant brands that exceeded 100 million, and many brands of food, personal care, home cleaning, and beauty products also exceeded 100 million.
Judging from the list of brands that exceeded 100 million this year, the demand for shopping players to upgrade their consumption is strong, and the average customer price of online purchases even exceeds offline. High-quality domestic products such as Quanmang Times and British were welcomed by shopping players on Tmall Double 11.
A set of numbers may reflect the enthusiasm of the shopper: in 10 hours and 41 minutes, Tmall maternal and infant sales exceeded last year's full-day sales; in 12 hours and 03 minutes, Tmall fresh food's overall transaction volume exceeded the total transaction volume of last year's Double 11; in 15 hours and 6 minutes, Tmall food's sales exceeded last year's full-day sales. The number one platform for fast-moving consumer goods is well deserved.
This year's Double 11 coincides with Saturday, and new retail provides an excellent scenario for enhancing brand vitality. Double 11 smart pop-up stores, smart stores, Hema Fresh, and unmanned supermarkets are scattered across the country and even overseas. Driven by new retail, the brand has truly achieved a comprehensive reconstruction of the brand system, marketing channels, supply network and industrial structure, allowing brands to fully recognize consumers online and offline and better serve consumers.
With the continuous leap in Tmall's new retail this year, Tmall's position as the largest platform for digital home appliances has been further consolidated on Double 11. The transaction amount of Tmall mobile phones in 7 hours and 46 minutes broke the record of last year's full-day, and the transaction amount of Tmall Electric Appliances City in 7 hours and 58 minutes also exceeded the entire day of last year's Double 11. The entire Tmall Electric Appliances and mobile phone industries achieved "frog jump" growth on Double 11.
Tmall's new retail promotes the comprehensive upgrade of home appliance manufacturing to C2B, becoming the strongest engine to boost the rapid growth of the entire industry. In 2017, Tmall Double 11 "Billion Yuan Club" not only gave birth to nearly 80 electrical and mobile phone brands. What is more future-oriented is that domestic and foreign home appliance companies such as Midea, Haier, Gree, and Siemens are conducting daily planning and management in the supply chain with Tmall, and use Tmall big data to guide home appliance manufacturers' product design, product selection, pricing and other processes. Under the Tmall C2B intelligent manufacturing model, a number of "new species" such as Mini wall-mounted washing machines, vacuum wall-breakers, sweeping robots, water flossing, and dishwashers were born. After the "large military parade" in Tmall Double 11, all achieved leapfrog high growth.
The number of logistics orders throughout the day reached 812 million
The logistics orders for Tmall Double 11 in 2017 grew rapidly, with the number of orders reaching 812 million throughout the day, which is three times the annual parcel volume in 2006.
This time, Tmall’s Double 11 logistics performance was eye-catching. The first order on the entire network was signed in Jiading, Shanghai in 12 minutes and 18 seconds; the first order on the imported order was signed in Cixi, Ningbo, and only 33 minutes and 15 seconds; the first order on the rural order was signed in Qiannan Prefecture, Guizhou.
In 8 hours, 8 minutes and 8 seconds, Tmall Double 11 import order customs clearance exceeded 5 million, and the efficiency was greatly improved. It took 57 hours last year. As of 18:49, the volume of logistics orders reached 657 million, which has exceeded the full day of Double 11 in 2016.
During Double 11, Cainiao collaborated with nearly 30 million square meters of warehouses, distribution and distribution points across the country, including warehouse distribution and express delivery, more than 3 million logistics personnel, 188,000 express outlets, nearly 30,000 terminal stations, 200,000 self-pickup cabinets, and more than 100,000 express agency points. In addition to cities, there are 26,000 logistics villages across the country participating in Double 11.
After many years of Double 11 operation, a large number of logistics companies have grown up with Cainiao, endured the test of huge orders again and again, and now they can deal with it calmly and become a new business card for China.
It is worth mentioning that at key logistics bases across the country, Cainiao has launched a large-scale robot warehouse, and through AGV robots, fully automatic assembly lines, robotic arms, etc., it has formed a warehouse group to serve Double 11. Express delivery companies have also increased their investment in automated order division facilities, and intelligent order division has been generally achieved in the entire industry, with significantly improving efficiency and accuracy.
In addition, Cainiao Ecology connects 231 warehouses around the world to serve Tmall Double 11 cross-border logistics, including 10 global order fulfillment centers, making imported logistics more convenient, information more transparent, and traceable. Cainiao has also established an eWTP overseas hub in Malaysia, deployed an intelligent robot warehouse in Southeast Asia, and opened a system with Malaysian customs to make exports more convenient. Through overseas warehouses and localized logistics networks, countries such as Russia, France, Spain, the Netherlands and Southeast Asia have achieved 72-hour delivery.
On average, each Chinese person completes more than 1 payment
This time, Tmall Double 11, the silky lubricating payment experience runs through the whole time. The total number of payments completed by consumers around the world through Alipay reached 1.48 billion, an increase of 41% over last year. This is equivalent to the average Chinese person completing more than 1 payment on Alipay on Double 11.
New payment records have also been generated. Double 11 just started in 5 minutes and 22 seconds, and Alipay's payment peak reached 256,000 transactions per second, 2.1 times that of last year, which means that in this second, 256,000 transactions worldwide were completed on Alipay at the same time. At the same time, the database processing peak was born: 42 million times/second.
Well-known large-scale human-machine collaboration in human history
Behind the easy response to record-breaking ultra-large-scale transaction demands is strong technical strength. In order to deal with this world-class problem, Alibaba Hybrid has deployed online computing, offline computing and public clouds, and built a world-renowned hybrid cloud, which can achieve rapid expansion of 100,000 servers within one hour, supporting the smooth progress of buying, selling, paying and delivering links on the cloud on the 11th, becoming a Chinese technical solution that Tmall Double 11 contributes to the world, and helps promote the transformation and upgrading of China's business and economy.
The large-scale application of machine intelligence is also a major technical highlight of Tmall Double 11. Zhang Jianfeng, chief technology officer of Alibaba Group, said that Double 11 is not only an unprecedented social collaboration, but also the large-scale application of machine intelligence has also made this year's Double 11 a well-known human-machine collaboration in human history. "It can be said that this year's Double 11 technology was not directed by me, but by machines and people."
A "new species" legion composed of a large number of intelligent robots has penetrated into every corner of the Tmall Double 11 Global Carnival, from selecting goods, shopping guide recommendations, customer service, designing posters, patrol computer rooms to managing warehouses... They have begun to work with humans to collaborate in completing various tasks of Double 11.
"New Upward" helps Aksu Apple sell 1.7 million kilograms
As Alibaba focuses on rural strategy, new retail and globalization, the rural Taobao, retail and AliExpress businesses under Alibaba's B2B business group have been comprehensively upgraded. Through the "new upward" model, during Double 11, Aksu Apple on rural Taobao sold 1.7 million kilograms on Tmall in just 12 hours, and more than 100,000 people paid for Aksu Apple. This new model integrates the group's resources to open up the upward link of agricultural products through the traceability of origin and the standardization of agricultural products, and delivers more high-quality rural goods to every dining table in the city.
The enthusiasm of urban consumers has enabled the agricultural products of poverty alleviation projects created by Village Tao to achieve hot sales on Double 11. Village Taobao’s direct supply and direct sales model not only helps farmers solve the problem of unsalable agricultural products through e-commerce, but also teaches farmers standardized, quality and large-scale planting methods through market and industrial forces, allowing farmers to get rid of poverty and become rich and benefit continuously.
The retail channel, which participated in Tmall Double 11 for the first time, also had wonderful performances. Dai Shan, president of Alibaba's B2B business group, said that the retail channel not only allows hundreds of thousands of offline retail stores to participate in the online and offline carnival of Double 11, but also provides them with more good and unique products, allowing them to serve their neighbors well. In addition, Alibaba is also building smart channels with brands to enable brands to sink their channels and reach more consumers.
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