大概从去年开始,双12已逐渐从网络转到实体店,这种趋势,在今年尤为显著。双12逐渐对人们的影响越来越大,而且正在逐渐成为一场线下商业升级,线上赋能线下的新节日。
Since Double 11 and Double 12 are only one month apart, Double 12 has been under the shadow of Double 11. Between the gap between Double Eleven and Double Tennis Festival, Double Twelve seems to be a little embarrassed. Another reason is that Double Eleven has already overdrawn consumers' purchasing power and consumption enthusiasm. There is even a saying that the Double Eleven festival was created to clear inventory for Double Eleven.

Of course, this statement is indeed problematic, because Double 12 was established for Taobao C-end merchants. It was an online event at the beginning of its birth. After exploration, Alipay reputation and offline merchants organized a major promotion for the first time in 2015. Double 12 gradually transformed into a festival for offline merchants.
This year, the trend of Double Twelve toward offline is more obvious. This year, nearly 1,000 large shopping malls, 50,000 supermarkets and convenience stores, and 550,000 restaurants will participate in the Double Twelve event launched by Alipay. Double Twelve is almost equal to offline retail and service industries in Alibaba's discourse system.
Soil difference between retail industries in China and the United States
Oranges grow in the south of Huai, which are oranges, and oranges grow in the north of Huai, which are tangerines. This "Chinese characteristics" was born from the soil differences in retail industries in China and the United States. There is a big reason why online festivals are going offline, but the United States does not have such festivals, and the development status of retail and service industries on both sides.

Since Walmart founded in the 1960s, its founder has determined a principle - starting from small towns, opening stores in small towns with a population of more than 4,000. Walmart was even once sarcastic for its in-depth town and ubiquitous presence.
The development of the US retail industry has obvious stage characteristics - after starting from the local area and expanding into a regional retailer, the retail industry will eventually be integrated into a pattern controlled by a few national retailers. The fully integrated U.S. retail industry has not given e-commerce too many opportunities due to its completeness in scale, breadth and density.
Engineers launch commodities that echo social current affairs from popular news every day to create consumer demand. The classification scope includes consumers, news events, products, regions, organizations and news issues, etc. At the same time, in view of the nature of fast message flow on social networks, Walmart's internal big data laboratory has specially developed a tracking system, combining mobile phone Internet access to specialize in managing and tracking huge social dynamics, and can process more than 1 billion messages per day.
When my country developed e-commerce, the traditional retail industry was actually underdeveloped. China's retail industry had not had time to fully integrate. When the real national retail giant was not born, it encountered the era of e-commerce because of the significant improvement in the efficiency of the Internet.
In China, the market share of the top five physical retailers by category is generally less than 20%, far lower than the level of 24%-60% of the same category in the United States. In other words, China's physical retail industry is still underdeveloped at this time and needs to be fed back by Internet e-commerce.
Online and offline unification
Taking a shopping mall like Longhu Tianjie, Changying, Beijing as an example, the shopping mall conducts a sample survey of 500,000 people within a radius of five kilometers every year through questionnaires. Through continuous customer research, everyone's consumption needs and even their living conditions are grasped, and user portraits are drawn in this most primitive way, and the mall's promotion activities and the combination of brands and business formats are adjusted according to the portraits.
The core purpose of achieving this series of results is to better understand users and market through information management capabilities, so as to carry out offline traffic management. Continuously data and visualize your own business, and no longer know nothing about the factors behind customer flow and sales data like in the past.

In fact, to do this, companies with data capabilities must also need to feed back and empower offline. This is the core significance of Double Twelve in the past two years. So it is not difficult to understand why online and offline hug each other on Double 12.
The charm of e-commerce lies in the digitization of each transaction, which allows sellers to better understand consumers. But e-commerce and physical retail themselves should be combined, and the value of offline data is also a rich mine. In the words of Zachary Hyman, co-founder of SpotOn, a technology blog VentureBeat, the next important resource for e-commerce and physical stores is data.
Generally speaking, the gradual development of Double 12 from online to offline is an inevitable development trend for the upgrading and transformation of the domestic service industry and physical retail industry.
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