Another year of “Double 11” shopping spree is over. Did you place an order this year? Are there any affordable products?
At 0:00 on November 12, 2021, the total results of this year’s Double 11 were announced: the total sales of Double 11 on Tmall and JD.com’s two major platforms exceeded 889.4 billion yuan!
Compared with previous years, whether it is Tmall or JD.com, today’s sales volume announced during Double 11 is much “calm”. Especially on November 11th, neither of the two platforms updated the real-time transaction volume throughout the day as frequently as before, and the familiar happy-news-style transaction report disappeared. But no matter how low-key, the final double 11 sales results announced significantly exceeded last year’s level, achieving steady growth, reflecting the vitality of consumption and economic resilience.
Compared with last year, Tmall increased by 42.1 billion, Jingdong increased by 77.6 billion, a total increase of 119.7 billion.
Double 11 was born in 2009, and it is now in its 13th year. However, in the past two years, Double 11 has no longer been a one-day event, but a 22-day protracted battle.
It is worth noting that, at the end of Double Eleven, related concept stocks also rose. Alibaba rose by 2.37%, JD.com rose by 8.31%, Pinduoduo rose by 7.35%, Xiaomi Group rose by 3.4%, and Dada Group rose by 6.83%.
Double 11 transcripts released:
Tmall 540.3 billion yuan, Jingdong over 349.1 billion yuan
One new change this year is that the silver-haired and young people poured into Double 11 with greater enthusiasm.
According to Tmall data,“Post-90s” and “post-00s” consumers accounted for more than 45%, especially the number of “post-00s” participating in Double 11 increased by 25% over last year. With the launch of the older version of Taobao, there are 1.1 million “silver-haired people” every day “Use “elders mode” to visit Double 11,The top three products they like to buy are smartphones, down jackets and woolen jackets. Unlike young people who like “night travel” on Taobao, “silver-haired people” prefer to get together to shop online at 7 in the morning.
The “Daily Economic News” reporter learned thatAt 0:00 on November 12, 2021, Tmall Double 11’s total transaction rating is 540.3 billion.
Image source: image courtesy of Ali
TmallIt was revealed that in the first hour of Tmall Double 11’s sale, more than 2,600 brands had a transaction volume exceeding the entire day of the first day of last year; as of 23:00 on November 11, the transaction volume of 698 small and medium-sized brands had reached a value of one million to ten million. Leap; 78 brands with a turnover of tens of millions on Double 11 last year have exceeded the 100 million mark this year.
Chu Xue, vice president of Tmall’s business group, said that the quality of growth and social value are the most important goals of Tmall’s double 11 festival. In addition, the number of merchants participating in Tmall Double 11 this year has increased to 290,000, a record high. It is worth noting that 65% of them are small and medium businesses, industry belt businesses and new brands, and 70,000 are new businesses participating for the first time.
Sales data of Tmall Double Eleven over the years:
2020: Transaction volume of 498.2 billion
2019: The transaction volume is 268.4 billion yuan
2018: The transaction volume was 213.5 billion yuan
2017: The transaction volume was 168.269 billion yuan
2016: The transaction volume was 120.7 billion yuan
2015: The transaction volume was 91.2 billion yuan
2014: The transaction volume was 57.1 billion yuan
2013: The transaction volume was 35.2 billion yuan
2012: The transaction volume was 19.1 billion yuan
2011: The transaction volume was 5.2 billion
2010: The transaction volume was 936 million yuan
2009: The transaction volume was 50 million yuan
FromJingdongThe data shows that as of 23:59 on November 11,JD.com’s cumulative order amount exceeded 349.1 billion yuan, setting a new record.Among them, the sales of 31 brands exceeded 1 billion, and the sales of Apple exceeded 10 billion; the turnover of 43,276 merchants increased by more than 200% year-on-year, and the number of new small and medium-sized brands increased by more than 4 times year-on-year.
The data of postal express, JD logistics and digital renminbi reflects on the other hand the consumption vitality during Double 11 this year.
Monitoring data from the State Post Bureau showed thatFrom November 1st to 11th, postal and express delivery companies across the country handled 4.776 billion parcels, a year-on-year increase of more than 20%.Among them, a total of 696 million express shipments were processed on November 11, a steady rise and a new record high.
On November 12, the “Daily Business News” reporter learned from JD.com that this year’s JD Double 11, JD’s integrated logistics supply chain escorted the logistics peak.The average accuracy rate of technology-driven full-link prediction reaches about 95%.
also,JD’s logistics service has achieved minute delivery in more than 300 cities across the country, and 93% of districts and counties and 84% of townships have achieved same-day delivery and next-day delivery.It is worth mentioning that during the Double 11 period of JD.com, JD Logistics invested nearly 400 smart express vehicles, and the number of orders delivered in 25 cities increased by more than 200% year-on-year.JD Logistics’ green supply chain reduced carbon emissions by 26,000 tons and used recycled packaging 11.35 million times.During the double 11 period of JD.com, the number of JD Express brothers with a single-day income of more than 1,000 yuan increased by more than 50% year-on-year.
According to data from JD.com, more than 100,000 people used digital RMB to spend on JD’s App during Double 11. Nearly 380,000 digital RMB sub-wallets were pushed to the JD App, and the cumulative number of orders exceeded 240,000. Since the digital renminbi pilot was connected to JD.com on December 11 last year, nearly 1.5 million digital renminbi sub-wallets have been pushed to the JD App. Nearly 700,000 users have used digital renminbi to spend more than 1.8 million transactions, and the cumulative consumption amount is nearly 150 million yuan.
In addition to e-commerce platforms becoming big winners, the sales of many brands are also amazing.
Xiaomi announced a complete victory! From November 1st to November 11th this year, Xiaomi’s double 11 full platform payment amount exceeded 19.3 billion, an increase of 5 billion from last year.
The platform supports small and medium businesses and small and medium brands
According to JD.com, this year is the fastest-growing double 11 for small and medium-sized enterprises on the platform, and the number of new small and medium-sized brands has increased by more than 4 times year-on-year. During the Double 11 period, JD.com helped small and medium businesses save about 78.5% of their basic costs through a series of fee reduction policies such as lowering the quality guarantee deposit, lowering deduction points, and rebating the basic usage fee. The number of new small and medium brands increased by more than 4 times year-on-year. At the same time, JD.com has launched activities such as brand first purchase gifts and brand membership days, and provided subsidies for new users, helping small and medium businesses to increase the conversion rate of new customers by 4 times.
Tmall also highlighted the explosive sales momentum of small and medium-sized brands in the battle report, saying that during the 11.11 period this year, a large number of brands achieved leap-forward growth:
As of 0:45 on November 11, there have been 411 small and medium-sized brands with a turnover of more than one million last year, and sales exceeded 10 million this year. There are also 40 brands with a turnover of 10 million on Double 11 last year. The turnover exceeded the 100 million yuan mark.
As of 23:00 on November 11, a total of 698 small and medium-sized brands have achieved a leap from one million to tens of millions in turnover; 78 brands with a turnover of tens of millions on Double 11 last year have exceeded 100 million in turnover this year. Yuan mark.
Tmall bluntly said, “Small and medium-sized businesses sell well and experience well” is an important yardstick for Tmall Double 11 this year. This year, the number of merchants participating in Tmall Double 11 reached 290,000, a record high. Among them, 65% are small and medium businesses, industry belt businesses and new brands, and 70,000 businesses are participating in Double 11 for the first time.
Promote the concept of green and low carbon Agricultural goods consumption is booming
JD specifically mentioned that one of the major features of JD Double 11 this year isGreen and sustainable,It is said that JD Logistics has worked with partners through the use of reduced packaging, recycled packaging and recycled materials, so that every package received by consumers is behind a carbon reduction bill.During the Double 11 period, JD Logistics’ green supply chain reduced carbon by 26,000 tons and used recycled packaging 11.35 million times.
According to Tmall, on Double 11 this year, Tmall has transformed itself into a public field for conveying and practicing the concept of green and public welfare. This year, on Double 11, Tmall announced a double 11 carbon reduction plan, launching a green venue for the first time, adding 500,000 new green products, and issuing 100 million yuan in green consumption subsidies.Statistics show that more than 2.5 million people bought green products during the Double 11 period.
JD.com also said that this year is the most prosperous sales of high-quality agricultural products, the largest increase in farmers’ income, and the widest coverage of rural retail infrastructure on JD.com Double 11 this year. During the Double 11 period of JD.com, the output value of agricultural products exceeded 30 billion yuan, covering more than 5 million farmers. Among them, the sales volume of King Crab in Suqian, Jiangsu Province has achieved a year-on-year increase of 600 times, and the sales volume of Guizhou Xiuwen Kiwi Fruit Industry Zone has increased by 10 times year-on-year.
During Tmall Double 11, on Taobao Tmall platform, e-commerce sales in 160 key counties for rural revitalization increased by 44.2% year-on-year, sales of agricultural products increased by 24.8% year-on-year, and e-commerce sales in 832 poverty-stricken counties increased by 28.8 year-on-year. %. The sales growth of agricultural products in the central and western regions is particularly eye-catching. The sales of agricultural products in the 12 western provinces increased by 20% year-on-year. Among them, Gansu increased by 57.5% year-on-year, and Guizhou increased by 24.4% year-on-year.
The return of the time-honored king, the rise of the country’s tide
During JD’s Double 11 this year, time-honored and domestic brands performed well. In the first four hours starting at 8 pm on the 10th, the turnover of Guangzhou restaurants sold by JD Supermarket increased by 10 times year-on-year, Ying’s turnover increased by 3 times year-on-year, Guanyun turnover increased by 15 times year-on-year, and Vigor 28 turnover increased year-on-year. 10 times, the turnover of Keeppley blocks increased by 10 times year-on-year.
In the first four hours, over 10 domestic beauty brands such as Meifubao and Ou Shiman increased by more than 100% year-on-year; the turnover of domestic watches in watch glasses increased by 180% year-on-year, and the X-series hip-hop gorilla, the main product SUV watch, increased year-on-year on 11.11. Sales volume increased by more than 8 times; the turnover of Guochao cultural and creative categories exceeded the whole day on the 11th of last year, the turnover of the Forbidden City increased by 300% year-on-year, and the turnover of the National Museum of China and the National Library increased by more than 4 times year-on-year; Jingdong apparel SMFK, NOTHOMME, The overall growth of more than 100 domestic brands such as subtle, youkeshu, and Jinggong Meizuo has exceeded 10 times.
According to Tmall’s evaluation, both new brands and time-honored brands have found their respective springs in this year’s Tmall Double 11. As of 8 o’clock on November 11, sales of 220 time-honored brands on Tmall Double 11 increased by more than 100% year-on-year. During Double 11 this year, a total of 184 time-honored brands met consumers in Taobao live broadcast rooms and spread traditional culture.
（This article does not constitute investment advice, and operate at your own risk accordingly）
Edit|Cheng Peng Wang Jiaqi
Proofreading|Sun Zhicheng
Cover image source: Visual China
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