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"Double 11" bustling behind: Who gets the actual value increment?

Not surprisingly, this year's "double-11" electricity business bigwigs once again refresh sales record. But behind the lively war, Shen Xiaxin to think, from the electronic platform to small sellers, to express logistics and the vast number of consumers, is it really so the value of the actual commercial incremental? Reporters in the survey found that the high cost of sales on the 1st day, the user pre-holders of the off-season and the latter part of the exchange to reduce the return of the purchase; express business to increase the temporary workers to invest in explosive warehouse and a lot of return traffic pressure, courier Did not increase the number of actual income ... ... these simple and tangled business attitudes, revealing the "double 11" behind the tip of the iceberg.

Platform big brother to show off their small and medium-sized power business share difficult

1207 billion yuan, 2016 days cat "double 11" revelers night refresh single-day sales record, a record order to create a peak of 175,000 per second, Alipay to pay a peak of 120,000 pen and many other records; Jingdong turnover increased 59% Mobile end orders accounted for 85%, home appliances at 11:30 on the 11th more than last year's full-year sales.

Electric carnival, sales war, but in the media scroll to refresh these figures, it is easy to see that the platform, big brands and big businesses make money, and thousands of small and medium-sized businesses is self-awareness.
"Double 11" to the eighth year, the interests of differentiation is increasingly evident in large-scale electricity business platform to compete in the amount of sun trading time, small and medium-sized electricity business platform in the hundreds of billions of data, the only growth rate to brush exist sense. "Double 11" before the start of a report released by Nielsen, the past three years, there are willing to participate in "double 11" of consumers, Lynx, Taobao, Jingdong selecivity high, while the other 10 home appliance business selecivity from 3% -20% range.

Mother and child electrical Beibei network did not disclose this year's "double 11" record, but said, "non-standard goods sales of 85%, 95% of the mobile side." But the other hand, last year, Beibei network has announced "as of November 11 at 17:16, the day of sales broke 300 million yuan, an increase of 10 times." Fashion electrician runway show data, " 'double 11' the first day hit an average customer unit price of 15,000 yuan record, as of now sales last year 'double 11' over the same period 2.2 times. 

Sellers discount explosion models to hide the off-season crisis

Here, the formation of contrast between small and medium businesses. Pet supplies business shop manager Wu Hong (a pseudonym) told reporters that online shopping section on the benefits of small and medium businesses is not so big. For this year's sales performance, he avoided, but frankly: "Combination of 'double 11' before and after a period of view, the overall sales is not much improvement, but to suppress the profits, or even lose money impulse."

Small and medium businesses want to get a share from the "double 11" is not easy.

"Pre-sale was originally a good way to solve the pressure on the stock, but evolved into the expense of the first two weeks of sales at the expense of the" In Wu's view, "double 11" suppress the pre-consumption, overdraft of late consumption, One day outbreak, he does not like such a holiday.

Wu's pain is not a case. A clothing brand electric business person in charge of Mr. Huo said, to participate in "double 11" must comply with some rules, such as "full reduction", "coupons", the profit will be very low pressure. Another flower shop manager Lee said that although the participation of the "double 11", but the flowers category special, the impact on sales is not large. In order to meet the "double 11", enterprises in personnel, inventory, shop promotion and other aspects of pressure is not small. On the stock, the strength of their own warehouses do not have the strength of the temporary rental, and some with the manufacturer, will be an additional cost.

MonsterGuardians operating clothing brand owner said, "double 11" surge in sales is actually a "water" process, pre-shrinking sales, 0-1 in the morning when the order surge, and then there will be a large number of impulsive consumer buyers Refund, return, there will be a lot of bad feedback in the phenomenon. Therefore, taking into account the various costs of business, "double-11" did not bring too much profit. She said the store price sensitivity is low, customer base to avoid the above problems younger, is "more lucky."

Small and medium businesses are more worried about the day-to-day management of the festival. Wu said, "double 11" on the platform and the Top business more useful, can get platform support. But small and medium businesses to introduce new customers the cost is very high, high to unbearable. "The main performance or by old customers, or overdraft of old users, most businesses still hope to be able to in a more healthy market environment in the progressive development," Wu Hong sighed.

Senior electricity industry observers, tiger olfactory net researcher Li Qingle said platform for brand awareness, service capabilities, sales have a certain threshold, not the second tier companies can participate in the business. Small and medium-sized sellers to rely on long-tail effect to drive sales, so in the meat behind the big brand to play the role of soup.

After the consumer shopping cart pay a little regret

"Double 11" Shopping Festival to the usual rare discounts to attract consumers sought after, there is no lack of clever during the shopping up to people who have the opportunity to reserve the daily needs, but favorite to buy a good discount merchandise. Undeniably, low-discount stimulus to a certain extent, stimulate the users of the shopping impulse, afterwards, "regret single" has also brought a lot of Returns.

Consumers Wang told reporters, "Double 11" early detection of long-awaited 5% off UGG snow boots sold out, but the page prompts, buyers have not yet paid for 15 minutes after the release of goods can still be purchased, followed by a pair of pages brush Shoes, she quickly buy. But two days later, she took into account the overall high cost, plan to apply for a refund after receipt. Another consumer Miss Jiang said last year, "double 11" to buy 12 tubes of toothpaste, has been used up store at home, the date of "not fresh" is not easy to change hands.

Stimulation in the low discount, many consumers impulse consumption, coupled with the universal implementation of the electricity provider platform, "no reason to return seven days," consumers do not have to scruples. Compared to low prices, the return postage is not difficult to bear. Such as the days of the cat to provide users with "seven days no reason to return" service, an increase of "0 seconds to respond to return applications, 10 minutes speed arrived, 2 hours rookie door back" and other services, the equivalent of "regret" .

In yesterday's small survey, 65.06% of consumers said the amount of shopping last year to upgrade; of which, 22.89% of the orders have been returned after the application plan, of which 11.11% of people said that the goods have not wanted to retreat Single out.

Logistics burst behind the warehouse did not increase the actual profit

"Double 11" experienced three days of fermentation, into the tight logistics and distribution phase, the feedback from the courier companies have shown a significant increase in orders, part of the focus of the shipment began to burst warehouse.

In the "double 11" day, Ma first mentioned in public speech on the platform of 67 million package to the future of the domestic logistics system to bring the test, he said that the postmaster Ma Junsheng day with him and talked about the phone in the northeast and Northwest there is the possibility of snow, "some places snow, bad weather, once the entire logistics block, we all do not want to see."

In fact courier company surge in orders for most of the "double 11" from before the transfer, this "incremental" is not he "incremental."

STO Beijing, a network official said, usually orders in the 5000-6000 votes, "double 11" a few days ago will dro to about 2,500 votes, shrinking as much as 58%. But the "Treasury rent, wages, daily consumption has not changed, but this idle more than ten days of income than usual reduced by more than half." Shrinking orders in the "double 11" concentrated outbreak brought a lot of cost pressures. The person in charge, November 13 outlets orders more than 13,000 votes, is usually twice the 13 -20 days will be maintained before and after this level. Therefore, most courier companies in the "double 11" to recruit temporary work reserves, but they lack of experience, only loading and unloading, the company's original warehouse workers have been up to the first-line delivery. "Network has 30 regular employees, 11 temporary workers, an increase of 1760 yuan per day costs, only this one on the increase of about 10% -20% of the cost, does not include the tube room and board expenses.Meanwhile, the existing staff to send The cost of an increase of 0.5 yuan, or may face loss of personnel.

Xu Yong, chief consultant of China Express Logistics Consulting Network, believes that courier companies in the entire chain at the end of the "double 11" by the upstream platform, enterprises, express business often determines the status of enterprises in the industry and brand value, In the capital market, so the courier company can only accept the reality of passive. Changing the status quo is not something that can happen overnight.

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