huaxia times (chinatimes. net. cn) reporter lu xiao reports from hangzhou
as the time moves towards zero on november 12, tmall's double 11 trading figure this year is finally set at 498.2 billion yuan. this figure is 85% higher than that of last year.
behind the sustained high growth, this year's double 11 is not only the longest sales cycle in tmall's history, but also the first time that the sales rhythm of" double stick"is also the first time.
in the 12th year of the double 11 national congress, when the dazzling subsidies, direct reduction and cash back can no longer stimulate consumers' strong desire to buy, tmall tries to inject more freshness into the double 11 and hopes to cover more people. meanwhile, industrial belt factories and taobao special edition are becoming the new growth engine of the double 11.
the acceleration of industrial belt
" in the past year, we have only one day's figure. this year's figure has increased by 103.2 billion compared with the same period and the same caliber of last year, about a year-on-year growth rate of 26%, which is also the best growth achievement we have achieved in the past three years. " in the early morning of november 12, jiang fan, president of tmall taobao, said to media reporters such as huaxia times when summarizing and resuming this year's double 11
he said that more than 5 million businesses participated in the double 11 this year, including more than 4 million small and medium-sized brands, small and medium-sized businesses, 200000 brands and more than 2000 industrial belts. according to the data provided by tmall, from 0:00 on november 1 to 12:00 on november 11, tmall's double 11 has given birth to 102 industrial belts with a turnover of more than 100 million, including 10 industries with a turnover of more than 1 billion yuan
before the epidemic, factories in the industrial belt mainly received foreign trade orders. after the epidemic, online has become a new opportunity for businesses in the industrial belt. according to the reporter of huaxia times, in april this year, alibaba restarted the "spring thunder plan" for small and medium-sized businesses, especially foreign trade factories, after an interval of 11 years. in august this year, yiwu commodity city also collectively settled in tmall
shuguang toothbrush factory from jiangsu is an epitome of the factory transformation line of the industrial belt. the toothbrush factory, which has been engaged in the foreign trade industry for more than 40 years, has decided to join taobao online since march this year because its business has been affected by the epidemic. according to the reporter, this year's double 11 is the first time for shuguang toothbrush factory to participate. all the 1 million toothbrushes in stock have been sold out
weng yi, a senior researcher at the digital economy think tank, believes that under the new situation of mutual promotion of double cycles at home and abroad and comprehensive recovery of new consumption, digital transformation has become a new engine for factory growth in industrial belts. chen duan, director of the digital economy integration and innovation development center of the central university of finance and economics, also said that from the supply side, more and more industrial belt businesses will participate in tmall double 11, which will attract more industrial belt businesses to open up a new track of digital transformation and growth in the future
taobao special edition biao speed
the landing of industrial belt factories in alibaba is mainly in taobao special edition launched by alibaba in march this year. on may 28 this year, premier li keqiang mentioned at a press conference that "there are 600 million people in china, with a monthly income of 1000 yuan". the purpose of taobao special edition is to cover this huge group
wang hai, vice president of alibaba and general manager of taobao business department, told huaxia times and other media reporters that in the past, foreign trade factories could only receive orders and were far away from the market and consumers, but they could be closer to the market and consumer demand through taobao special c2m
he revealed that at present, more than 1.2 million businesses in 145 industrial belts have settled in taobao special edition. in terms of consumers, as of september, the monthly active users of taobao special edition had exceeded 70 million. up to now, the annual active purchase users of taobao special edition have exceeded 100 million
according to the reporter of huaxia times, taobao special edition has been involved in "one yuan purchase" since may this year, and the "one yuan gengxiang festival" since october this year has attracted more attention from the outside world, as well as the low-cost competition of the "one yuan package mail" mode of e-commerce platform
"one yuan package" obviously can not cover the product and logistics costs. but wang hai believes that the current hot scheduling of one yuan purchase stems from the big business behind one yuan. he told china times and other media reporters that the great supply of "one yuan gengxiang festival" comes from industrial belt factories without e-commerce experience and domestic sales network. the "one yuan package mail" model "is equivalent to faster promoting chinese factory goods to chinese consumers. it is a very strong advertising effect, and can help factories quickly build sales channels for all over china"
the gathering of factories in the industrial belt also makes taobao special edition differentiated in the competition. wang hai believes that users of taobao special edition do not rely on the guidance of taobao and tmall, but because there are many unique supplies, which are not available on taobao. "unique supply faces consumers, and goods are flow." wang hai said
editor in charge: huang xingli editor in chief: han feng