The purchase is more powerful, the quality is more valued, and the channel is more open. "double 11" witnesses the explosive power of the sinking market.
Xinhua News Agency, Shanghai, November 15-title: purchase is more powerful, quality is more valued, and channels are more open-- "Shuang11" witnesses the explosive power of the sinking market.
Xinhua News Agency reporters Yang Youzong, Wang Mering, Lu Yuyi
"Shuang 11" and "nitrate smoke" have gradually dispersed, and major e-commerce platforms such as Tmall and JD.com have generally achieved more than 20% growth. As glaring as the trading numbers, "sinking" has been repeatedly mentioned as a key word. The sinking market represented by third-to sixth-tier cities and counties has not only greatly increased consumption, but also has a higher pursuit of commodity quality. With the gradual improvement of e-commerce network and express distribution, sinking market consumers also have a better shopping experience.
Rising purchasing power and emerging consumption patterns
Central bank data show that on the 11th, Internet Union, UnionPay handled a total of 1.779 billion online payment business, the amount of 1.48207 trillion yuan, an increase of 35.49% and 162.6% respectively. According to a rough calculation, it is equivalent to an average of more than 1000 yuan per Chinese on the "double 11" day. Behind the sharp rise in turnover, the purchasing power of consumers in the sinking market "plays an important role".
Ms. Hong of Sichuan Dazhou fought hard until 3: 00 a. M. this year. "I bought some small pieces of electronics, such as millet bracelets and face steamers. Some friends also took advantage of the double 11s to buy phones and tablets. " According to a survey conducted by local media in Dazhou, this year's "double 11", the favorite products for Dazhou citizens are clothes, shoes and mobile phones, and the most popular brands are Xiaomi, Mei, Huawei, Adidas and so on.
According to pinduoduo, an e-commerce platform, on the morning of the 11th, five models of Changan, Wuling Hongguang, Guanzhi, Mingjue and Baowo brands were all sold out, and the main consumer groups were "small town youth" in third-and fourth-tier cities and below. JD.com said that Jingxi, a new social e-commerce platform launched this year, participated in "double 11" for the first time. During the "double 11" period, more than 40 percent of JD.com 's new users came from Jingxi, of which 70 percent came from sinking emerging markets in third-to sixth-tier cities. SUNING data also show that in the county and town market, SUNING retail cloud 12-hour sales increased by 1203.4% compared with the same period last year. Henan Kaifeng Xinghuaying Town, Jiangsu Yangzhou Li Dian Town and Hebei Langfang Niutuo Town are among the top three in the market consumption power of the county town.
It is worth noting that behind the constantly refreshing transaction amount, the emerging consumption mode has played a promoting role in releasing the purchasing power of the sinking market. Live shopping and the sinking market have formed a natural relationship of growth. Consumers in the sinking market with plenty of time are more willing to spend time and interact with anchors to meet the sense of experience in the process of online shopping. At the same time, the consumption pattern of "interest-free by stages" has further unleashed the purchasing potential of consumers and increased the amount of consumption.
Improve the quality requirements and probe the head brand
599 yuan electric toothbrush, 4999 yuan 5G smartphone. This "double 11", Shandong Linyi Mr. Ma shopping cart is quite "intelligent". From the "double 11" point of view in the past two years, the sinking market has got rid of the label of chasing low-price, low-quality goods, and the new smart products have been accepted by more consumers. The sinking market, which used to be regarded as a "flood" of low-end copycat brands, has begun to become a "blue sea" for more and more middle-end and even high-end brands.
JD.com related data show that in the first minute of "Shuang 11", the sales of platform floor-sweeping robots exceeded 10, 000, and dishwashers sold more than 10, 000 in 8 minutes. Tmall data show that during the "double 11" period, Haier's popular style products, more than 60% of the orders came from the sinking market.
Behind a series of dazzling data is the release of the sinking market consumption potential and the emergence of consumer escalation demand. Data from the National Bureau of Statistics show that driven by the growth of rural residents' income, the sinking of online consumption channels to the rural market and the improvement of the rural consumer market environment, the consumption potential of the rural market continues to be released. In the first three quarters, retail sales of consumer goods in rural areas increased by 9.0% year on year, 1.0 percentage points higher than in cities and towns.
After the potential was released, the head brands saw where the Blue Sea was. In September this year, the Institute of International Trade and Economic Cooperation of the Ministry of Commerce released a special report on "Research on the Development of the sinking Market and the value of the ecommerce platform." while continuously optimizing the commodity structure of the sinking market, the head brand cooperates with the ecommerce platform. Sinking market consumer groups is also one of the important trends. So far this year, more than 80 head brands, including Lancome, L'Or é al and Siemens, have achieved more than 50% year-on-year growth on Taobao's cost-effective platform, including 47 brands. Year-on-year growth in both the whole market and the sinking market was more than 100 per cent.
Smooth Logistics Channel and upgraded after-sales experience
"it's a quick shipment this year. I've already put on the clothes I bought on size 11." Mr. Li of Sichuan Dazhou said on the 13th. After years of "stress testing", entering the 11th year of "double 11" not only bid farewell to express positions, sinking market consumers' online shopping experience is also more optimized.
According to a report released by the State Post Bureau, the coverage rate of rural express delivery outlets in China has reached 95.22%, which provides the most solid logistics foundation for online shopping consumption in the sinking market. According to forecasts, the number of express deliveries across the country is expected to exceed 60 billion this year, of which 1/4 will come from rural areas.
SUNING Retail Cloud Store, JD.com convenience Store, Tmall small Store. In the past two years, the major e-commerce platforms have taken a fancy to the retail channels of the sinking market, and set up a lot of e-commerce retail stores in communities and towns. On the one hand, let the e-commerce itself closer to the sinking market, so that county and town consumers and consumers in first-and second-tier cities, can first-hand contact with more brands and categories of goods. On the other hand, high-quality e-commerce after-sales also with the opening of the channel into the sinking market. SUNING data show that during the "Shuang 11" period, SUNING help guests county and town service center distribution orders reached 81000, installation and maintenance orders reached 60, 000.
Yang Daqing, a special researcher at the China Logistics Society, said that judging from the "double 11" in the past two years, science and technology engines have accelerated logistics quality and efficiency, and warehousing robots have been applied on a larger scale in the field of logistics. "Scientific and technological means to optimize the accurate docking of logistics services and demand, improve service efficiency, and reduce the hidden logistics costs in third-and fourth-tier cities and rural markets."