E-commerce double eleven open water battle

Once again, “double 11′′, the electricity suppliers have to make every effort to even play shirtless to compete for the user's attention.

Focusing on "Who's 'Seven Eleven'," several big e-commerce giants set off a public opinion war on the eve of this year's "Double 11" shopping carnival. Jingdong and Suning joined hands to openly “accused” Tmall, claiming that the latter issued e-mails and circulars to the media and search channels on the grounds of registering the “Double 11” trademark, demanding that e-commerce companies such as JD.com be stopped from advertising on “Double 11”. Delivery.

According to Jingdong, "Double 11" has become a festival in the national retail industry. Tmall's behavior "is contrary to the spirit of open Internet" and is a "monopoly in the name of the law." Its allied force Suning Yi also He complained that before the advertisements of home appliances merchants came out of the street, they paid a lot of money. Ali's practice was "legal compliance and means of injustice."

In this regard, the anti-Tmall side of the debate has something to say. The version of the news circulating in the market is: Jingdong prepares to launch "Double 11" advertisements on a TV station in early October. Its advertising phrase "has another scouring? The same low price, buys a real one, double 11 goes to Jingdong", among them The insinuation irritated Ali, which caused Ali to resort to "trademark sticks."

Soon, another good news broke the news that Jingdong, one of the accusation parties, had already applied for a patent registration for “Jingdong Double Eleven” as early as 2012. This time, Tmall's turn is full of excitement: Well, Jingdong's intellectual property protection awareness is not worse than ours.

Undoubtedly, this is another wave of e-commerce saliva. When you say your law, I talk about my morality. He comes to talk about openness. Everyone knows that the argument of the other party is not in a dimension with himself, but it does not matter. The appeal of everyone is the same, that is, attention and eyeballs. Is there anything more important than this before the Double Eleven shopping spree?

Congested consumption, is it really necessary?

How familiar this kind of drama is, whether it is not playing or not, it has become a common understanding of the electric business circle. As a result, people in the Internet industry have expressed their feelings. "The domestic e-commerce companies have a lot of lack of skill in the supply chain management and internal strength building, but it can be a good idea to start marketing." Such a comment may be slightly sharp, but it does make sense.

Do not say anything else, to look at this led to several major e-commerce giants angry and tearing each other "double 11" e-commerce carnival. As we all know, this is a festival created by Ali and even created. Based on Ali's powerful marketing capabilities and the amazing purchasing power of the Chinese people, in the “Double 11” of 2012, Tmall’s sales reached 191 on the same day. Billion-dollar, “Double 11” in 2013 had sales of 35.1 billion yuan on that day, and this year’s shopping festival was the first “double 11” after Ali’s IPO, and it’s forecasted that Tmall’s sales will be the same. It will be expected to reach nearly 50 billion yuan.

It is precisely because of this that some businesses on the e-commerce platform see the Double 11 as the golden opportunity for “clearing inventory” and “rushing sales”, and the e-commerce courier industry is also experiencing explosive growth. In 2013, the total number of domestic e-commerce express delivery services reached 346 million during the “Double 11” period. The State Post Office predicts that the express mail handled by the entire industry during the “Double 11” period this year will exceed 510 million, representing a year-on-year increase of 50%.

On the other side of the carnival coin, an unavoidable question is whether to concentrate consumption on a specific day of the year. Is such a congested consumption unnecessary? In fact, in the past two years, the "Double 11" triggered a series of The waste of social resources has attracted many questions. Over-marketing and congested consumption have, to a certain extent, distorted the development of the supply chain.

As we all know, in order to welcome the arrival of “Double 11” each year, the e-commerce website needs to invest huge amounts of manpower, material resources, financial resources, and energy to grab advertisements to fight marketing. Every year, multiple websites are often broken. Due to the rapid increase in the number of visits in the short-term, the system is congested; businessmen must use all kinds of marketing techniques to attract consumers. This type of promotion is sometimes proved to be insufficient to make any profit. It has also had to complain because of the delay in the delivery of the "Double 11" express delivery, and handled a series of refunds of late returns due to user impulse consumption. Express delivery companies are hard to escape. Not long ago news from the General Post Office stated that this year's express delivery companies expect that the final peak daily processing volume may exceed 90 million, an increase of 38.5% over the previous year, more than double the daily processing volume this year. Has already exceeded the daily processing level of the industry greatly, every time the "double eleven" must explode positions such as the fate see this year will repeat itself again.

Even the story of the popular scene: In the "double 11" period last year, the sales department of a large e-commerce company to complete the "indicator", and even their employees to buy a large number of goods in the background to achieve the target sales volume, and in the "double ten After the "one" was over, these things were quickly applied for a full refund.

It is no exaggeration to say that "Double 11" has gradually changed from an innovative festival to a irrational carnival, and it is ultimately for each participant to pay for it.

Looking forward to e-commerce shopping "new normal"

For courier companies, the original purchase of products from the Internet, a few days to be able to arrive, but in the "double 11" period, due to the explosion of many reasons, shipments will be delayed for a week or more, which for its own reputation is Great harm, despite the news that the response to this year's "Double 11", each courier company has now added more than 250,000 employees, more than 100 operating centers to expand and expand, increase the work site 1.85 million square meters, the new main highway Increased self-owned and integrated social resources The number of newly added mainline vehicles was more than 12,000, but this has another downside, that is, these temporary increase in personnel and equipment cannot be used effectively in the later period.

This is not an alarmist. This year, some express delivery companies have encountered recruitment bottlenecks on the eve of “Double 11”. Recruitment executives found that many employees are not willing to join the logistics company in the “Double 11′′. The reasons given on the one hand are too tired. On the one hand, it is very likely that the "double 11" will be dismissed afterwards, lacking stability and security.

Due to such market difficulties, this year's "double 11" logistics preparations have to speed up again, the major courier companies have also used a variety of means to "rush people", in addition to opening a high salary to attract employees, the recruitment of Means are also varied. SF, Debon, Zhongtong, Yuantong, Yunda, Shentong and other logistics companies through the Gojit.com cooperation, from October 16 to November 14, held a special recruitment conference for the logistics industry to recruit express delivery, cargo drivers, porters, Warehouse managers, call center staff, and other 15 specialized personnel in logistics. As a labor-intensive industry, express delivery during the “Double 11th” period saw a surge in demand for talents from couriers and drivers, attracting a large number of migrant workers. Then, after the "Double 11", these couriers will be evacuated quickly. Although "Double 11" has accumulated relevant experience, the short-term employment is just to ease the problem of explosion.

At the consumer end, some consumers spend tens of thousands of yuan on one day, and some even reach hundreds of thousands, and are dubbed as "hands-on clan." The result of such "impulse consumption" and "surprise consumption" is the purchase of a large number of things that may not be opened after being idle for more than half a year.

Since the establishment of the e-commerce business, it has been stated that it is necessary to nurture users' online consumption. This kind of training should be a long-term, persevering, rather than a congested consumption that is concentrated in one or two days in a year. An excellent e-commerce ecology is that both the promotion period and the day-to-day sales should provide consumers and businesses with comprehensive service support and effective resource protection, and they need to satisfy consumers and suppliers as quickly as possible to sell products. Instead of spending too much resources on high-strength services for a dozen days, the demand is not. Otherwise, the "double 11" is just like the Golden Week vacation system and will only encounter more and more Tucao.

As an e-commerce company, after many years of barbaric growth, it should not only be satisfied with making gimmicks and eyeballs, but should focus on internal strength training and improve the efficiency of each operation link through supply chain management. The current “surprise consumption” has transformed into a long-term consumer behavior. This is a job that requires a little bit of long-term investment. Although it is not as lively and eye-catching as the brand-name saliva warfare, but the drop is worn by water, the final harvest must be adherents.