In 20 19, the whole-day turnover of Tmall Double1/kloc-0 was 268.4 billion yuan, exceeding 213.5 billion yuan in 20 18, setting a new record.

20 19165438+1October1,2019 Double Eleven Shopping Carnival officially started. Tmall double 1 1 opening 14 second sales break 10 billion, 1 minute turnover break/kloc-0 billion. 17: 06 The turnover exceeded 57 1 100 million yuan, which was 20 1 1 more than the whole day turnover in 2004.

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Since the Mid-Autumn Festival was celebrated on June 5438+1 October1,2009, large e-commerce websites represented by Tmall, JD.COM and Suning.cn have generally used this day to carry out some large-scale discount promotions to increase sales quotas and gradually become China.

"Double Eleven" not only makes e-commerce keen on promotion, but even operators have begun to engage in promotional activities. Alibaba Group Holdings Co., Ltd. filed an application for trademark registration of "Double Eleven" with the State Trademark Office on 2011.

On February 28th, 20 12, 65438 obtained the exclusive right to use the trademark. 20 14,10 At the end of June, Ali announced that Ali Group had obtained the "Double Eleven" registered trademark.

People's Daily Online -20 19 Tmall's "Double Eleven" turnover reached 268.4 billion yuan

Double 1 1 sales data of major e-commerce platforms

14 tmall double 1 1 came to an end, but the official did not announce the specific sales volume. According to the official, this year Tmall Double 1 1 is stable and positive, and the transaction scale is the same as last year. Its total transaction volume last year was 540.3 billion yuan. JD.COM has not announced its total sales, which was 3,496,543.8 billion yuan last year.

This year, the pre-sale of Tmall Double 1 1 started at 20:00 on October 24th and lasted for 22 days and 4 hours. This year is also the third year that Tmall started to snap up and sell nunchakus from Singles Day 1 day. After the adjustment in 2020, the sales of Tmall Double Eleven increased significantly, but the growth rate decreased in the second year.

As in previous years, many categories, brands and live broadcast rooms of Double 1 1 have achieved great growth this year.

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Chuixue, president of Taobao Tmall Industrial Development and Operation Center, believes that Tmall Double 1 1 is generally stable this year. "We deeply feel the resilience and vitality of consumption, and we can also see some new consumption trends emerging."

Dai Shan, president of Alibaba's domestic digital business group, said, "Through this year's Tmall Double 1 1, we have seen the huge domestic demand potential and consumption vitality of China market, as well as the sustained resilience of China's economy and industry. This gives us confidence to better serve the development of the real economy. "

Tmall Double 1 1 Various programs, brands and anchors.

165438+1October 10 At 8 o'clock in the evening, the second wave of Tmall Double 1 1 was officially launched. As of 0: 00,165438+1October 10, Tmall Double 1 1 has run out of the category of 148 whose turnover has increased by more than 100%.

In addition to the rapid growth of four industries, such as tide play, pets, outdoor sports and jewelry, the growth of some small categories is also considerable. For example, the turnover of orthokeratology lens increased by nearly 100 times, the mask heater increased by 55 times, the ear-mounted audio equipment increased by 40 times, the carpet washing machine increased by 30 times and the underwear washing machine increased by 20 times.

By 0: 00 on June 1 1/day, more than 25,000 items of Tmall Double11had sold over one million, and the turnover of more than 2,000 items exceeded10000 yuan.

Tmall Double 1 1 The first wave was sold on165438+1October 3 1. On that day, the brand record was eye-catching, and the turnover of 102 brand in 1 hour sales exceeded 1 billion, and many brands reached record highs. Among these brands, domestic brands account for more than half, and the beauty industry performs best.

It is understood that there are 2 1 10,000 items participating in Tmall Double1this year, an increase of 3 million pieces over last year. Not only that, but also the products of offline stores have been added. This year, only the clothing industry has 1, and more than 300 stores have realized double 1 "online and offline shopping together".

Taobao live broadcast attracted a large number of new anchors this year, including online celebrities such as Little Sally and Yi Zhu, as well as star anchors such as Luo Yonghao and Cecilia Cheung.

The data shows that in the past year, Taobao added more than 500,000 anchors. In the first two months near Tmall Double 1 1, more than 100 live users settled in Taobao. As of1October 12165438+10, the average daily audience of Taobao's new anchor increased by 56 1% year-on-year.

Luo Yonghao is undoubtedly the most eye-catching anchor of Taobao. On the day of the pre-sale on June 24th, 10 put about 155 product links on the live broadcast room in Luo Yonghao, and the estimated total cargo volume is about 21000000 yuan.

In addition, MCN Wang Yao Technology also invited Cecilia Cheung and other stars to broadcast live on Taobao. 1October 24th, 10, Wang Yuanmeng made her live debut on Tmall Double 1 1, with a turnover of more than 22 million.

In addition, on June 365438+1 October 3 1 day, Liu _ hong's wife, Wang Wanfei ViVi, appeared in Taobao's live broadcast room, with a half-hour audience of110,000.

The popularity of the new anchor has soared, and the popularity of the old anchor has not diminished. On the first day of double 1 1 pre-sale, Li Jiaqi's cargo volume data once again proved its "first brother" status. On June 24th 10, the live broadcast room in Li Jiaqi started at 3pm, and the total live broadcast duration was nearly 10 hour, and the audience broke through100000 in 40 minutes. By the next broadcast, the audience exceeded 456 million.

According to the star map data, the estimated sales volume of Li Jiaqi on that day reached 42.386 million pieces, with a customer price of 347 yuan and sales of 654.38+04.708 billion yuan.

It is worth noting that on June 5438+065438+1October 10, Li Jiaqi's second wave of opening views was far less than the first day of pre-sale. At 4pm, the live broadcast room in Li Jiaqi was launched, which was the second wave of Tmall Double 1 1 at 8pm. By the end of the live broadcast of 1 1 zero, the audience was 80 million, less than one-fifth of its double 1 1 premiere.

The new and old anchors showed their magical powers, and this double 1 1 Taobao live broadcast was also dubbed "Huashan on the Sword".

In addition, business groups after 00 are active in Taobao Tmall. Taobao Tmall data shows that during the first wave of sales, the overall transaction volume of merchants after Taobao 00 increased by 23.7% compared with last year. In sports, outdoor, pets, automobiles, warehousing, alcohol, motorcycles, DIY, adult products, musical instruments, books and other fields, the transaction volume of merchants after 00 increased significantly year-on-year.

It is understood that the number of merchants after Taobao Tmall 00 is close to 1 10,000, and most of them participated in Tmall Double 1 1 for the first time this year. Many of these post-00 entrepreneurs are college graduates this year. In order to support the innovation and entrepreneurship of post-00 college students, Taobao also launched the "Tmall Double 1 1 College Students Practice Special Session" this year.

Double 1 1 situation of each platform

The star map data shows that from 20:00 of1October 10 to1October19: 00 of1,comprehensive e-commerce.

In terms of platforms, among the integrated e-commerce platforms, Tmall's sales are far ahead of other platforms, accounting for 6 1.6%, JD.COM's 26.7% and Pinduoduo's 6.3%, and other platforms share the remaining share. The sales of integrated e-commerce overseas purchase business was 27.32 billion yuan.

From the perspective of commodity categories, the TOP 10 categories of comprehensive e-commerce sales are: household appliances, digital mobile phones, personal beauty care, clothing, women's shoes/men's shoes/bags, computer office, furniture and building materials, food and beverage, maternal and child toys, and outdoor sports. Up to now, * * * has a total of 88,543 brands participating in the promotion, an increase of 3,305 compared with the same period of last year, and the number of SKUs is nearly 60 million, of which new products account for 7.90%.

1)JD.COM

120:00 on October 20th, 1 1, JD.COM took the lead in promoting pre-sale, and JD.COM. COM omni-channel ecological layout fully participates in the activities. According to the data provided by Nint, a digital retail data service provider, from 20:00 on the 20th to 00:00 on the 24th, among the 27 categories, it is estimated that the sales of 35 brands have exceeded 100 million.

101October 3 1 day at 20:00, double 1 1 the first wave of selling. According to the data released by JD.COM, the turnover of various household appliances in 1 minute exceeds 1 billion yuan, and the overall turnover in1minute has increased by over 40% year-on-year.

From 8: 00 p.m. on1October 3rd1Sunday to 0: 00 p.m. on1October 2nd, 165438, more than 550 million items have been sold in JD.COM, among which domestic brands account for 80% of the top 20 brands.

JD.COM has also increased its investment in logistics. Up to now, Jingdong Logistics has invested more than 700 unmanned vehicles in 30 cities across the country, providing consumers with "last mile" and "last 100m" terminal delivery services. It is understood that JD.COM double 1 1 24 hours got off to a good start, and the delivery volume of intelligent express vehicles increased by 300% compared with last year.

2) Pinduoduo

Pinduoduo launched the double 1 1 promotion on October 20th, 65438. Xiaomi, Midea, Yili, Mengniu, TCL and other 1000 brands participated in the promotion. It is reported that this activity will provide an extra two-day return time, which will last until 1 1.0 1.03.

"During this year's promotion period, Pinduoduo will continue to adhere to the direct subsidy policy of no pre-sale and no final payment to provide consumers with a simple and affordable shopping experience." The person in charge of the product promotion project said that consumers don't need to stay up late to do arithmetic problems. They only need to log on to Pinduoduo app and enter the promotion venue of "11.11",and they can spell the order with one click and enjoy "more benefits and more fun".

This is somewhat similar to Vipshop.

3) Vipshop

According to the data of Vipshop, in this year's double 1 1, Vipshop will implement the principle of simplifying the preferential rules, and consumers can enjoy the premium discount of a product without receiving the bill.

The simplification of the rules has indeed brought an outbreak of sales to Vipshop. Take Bosideng down jacket as low as 1.3 fold as an example. Double 1 1 selling 1 hour, the sales volume increased by as much as three times year-on-year. It is understood that the climax of Vipshop this year will last from 8: 00 pm on June110 to 0: 00 am on October 14 10.

Constantly lengthening the time front seems to be one of the common strategies of e-commerce platforms.

4) Tik Tok

On this year's double 1 1, Tik Tok announced that it would take "Tik Tok Mall" as the main battlefield, which means that Tik Tok Mall officially went into battle and began to confront Tmall, JD.COM, Pinduoduo and other platforms in terms of merchants, traffic and users.

According to the opening report of Tik Tok, the exposure of Tik Tok Mall increased by 36.8% compared with 92 1. Compared with 92 1, the commodity search volume increased by 9 1.2%. As of 24: 00 on June 3 10, the transaction volume of Tik Tok Mall increased by 629.9% year-on-year.

Tik Tok e-commerce, which has no self-built logistics system, previously signed a "Double 1 1" logistics operation guarantee agreement with ZTO Express in 2022. ZTO Express became a special logistics partner of Tik Tok platform during this double 1 1 period, providing logistics operation guarantee for merchants' fulfillment and consumers' shopping experience for orders delivered during 10, 31-15.

5) Autopilot is faster.

Aauto is faster 1 16 Shopping Festival 10: 00 on October 20th. This year's Aauto faster e-commerce main discount for double 1 1 is "6 for every 60".

From the perspective of preferential strength, the preferential strength of "over 60 MINUS 6" in Aauto faster is obviously less than that of Tmall's "over 300 MINUS 50", which may be related to the generally low unit price of e-commerce products on Aauto faster platform.

In 2020, the GMV of Aauto Express Double 1 1 will be 8.8 billion yuan, and in 20021year it will be about 38 billion yuan. However, compared with platforms such as Tmall and JD.COM, there is still a big gap.

6) Video number

This year's double 1 1, Tencent Video No. Launch "Super Product Day-11/shoppinsung Carnival", 13 brand participation video number. "Super brand live broadcast", including: adopting a cow, panda staying, empty.

In addition to the live broadcast of super brands, this year's double 1 1 video number attracted more brands to settle in, such as Zhou Dasheng, Learn and Think, Babycare and so on. As of 23:00 on June 1 65438+1October1Sunday, in the TOP 10 list, JD.COM occupied the top 2, 6 jewelry and Wan Wen merchants, and the other 2 were skin care brands.

7) Suning and Gome

Since the beginning of this year, Suning and Gome can be described as "he is my brother". Suning was repeatedly sent a lawyer's letter because of arrears, and Gome's "true happiness" stagnated. Not long ago, it was exposed that "wages were stopped." On the whole, Suning and Gome have a relatively low presence in double 1 1.

Before Shuang 1 1, the news that Suning entered the US Mission caused some splash. After consumers enter the US delegation, they can buy mobile phones, computers and home appliances like "ordering takeout".

This year's double 1 1: delivery is the biggest problem.

This year, the overall sales volume of Double 1 1 continued to grow, and the platform and brand data were bright, but the small and medium-sized businesses were not happy.

Aaron, a merchant who runs a Tmall snack shop, said frankly, "I didn't participate in the double 1 1 this year, but I can't compete with others to keep my profits alive." In his view, the overall business environment is not good, some areas can not deliver goods, and simply do not participate.

Merchants who didn't participate in Shuang 1 1 for three years when they transferred from Yitao to Pinduoduo said that they also participated in Shuang 1 1 a few years ago. It was still a little hot, so they could have a piece of it. Now it's a waste of expression. "If you don't remind me, I forgot that today is double 1 1." He added.

Nalan, director of the foreign trade woolen mill, also spoke to Paidai: "Some mature big stores and big customers are relatively stable, and some well-known Jinguan stores have better planning, most of which are connected with the order system and have strong digestion ability. If you are a small seller, the impact will be even greater. Some sold 300 pieces last year, and may not even get 30 pieces this year. "

Double 1 1 promotion, why are the days of small and medium-sized businesses getting harder and harder?

This may be because the platform competition is becoming increasingly fierce, and the profit space of merchants is further compressed. Moreover, there are still problems such as low traffic, difficult delivery and fading consumer enthusiasm, which makes merchants no longer expect double 1 1.

The double 1 1 has gradually evolved from the double 1 1 of Tmall JD.COM to the double1/of the whole industry. This year, following Tik Tok's official participation in the war, it confronted Tmall JD.COM and other platforms, and Pinduoduo also extended its front to113 in 10; At the moment when the double 1 1 preferential rules are being "complicated", Vipshop will do the opposite and try to win the hearts of consumers by simplifying the rules.

There are more and more platforms to carve up the double 1 1 cake, which also means that the preferential strength will increase, and then the platforms and merchants will make great achievements.

The bully of women's clothing store complained to Paidai, "This year's double eleven is cheaper than last year, otherwise the prepared goods will be crushed to death."

165438+1October 10, the Tmall fashion brand clothing store merchant Lao Zhu, who was busy with double 1 1, said with emotion, "The overall feeling this year is that some big-name discounts are very strong, and I feel that big businesses are clearing goods." He had expected that Shuang 1 1 would still participate, and the sales volume would increase, but the profit would remain the same. "Everyone is grabbing, and the bids are all based on the bids of peers."

In addition, this year's double 1 1, businesses have to face a big problem-logistics.

Recently, outbreaks have occurred repeatedly in many places in China, which has made it impossible for businesses and consumers to receive and deliver goods. 10, A Mu, a Guangzhou women's clothing merchant, applied for returning the pair 1 1. He said helplessly, "If you sell it, you can't make it. You will retire soon." There are not a few businesses that have the same experience as him.

This pair 1 1 sells well and is not excited. In the community, some merchants have received hundreds of overtime automatic payment work orders, and some merchants' orders are bursting, but the express delivery cannot be sent out. Consumers who can send express delivery can't receive it.

The logistics problem has become the gap between many merchants and double 1 1.

From the consumption side, consumers' enthusiasm for consumption is also fading. According to the consumer demand survey report of "Shuang 1 1" released by Du Nan Polling Center, this year's "Shuang 1 1" shopping of the public will especially decline. Among the factors that determine double 1 1 shopping, "stocking for standby" ranks behind "just-needed shopping", and the influence of discount on consumption impulse is decreasing.

This change in the consumer side has also had a considerable impact on the preparation of the merchant's double 1 1.

Double 1 1 "slow down" needs a new story.

After 14 years, Shuang 1 1 is slowing down. In addition to GMV, the platform is also looking for richer indicators to redefine the value of "shopping spree".

Tmall, JD.COM, Tik Tok and other platforms are intentionally blurring the data about GMV. Behind this may be that the incremental space is gradually decreasing, the "second kill myth era" of e-commerce has passed, and Shuang 1 1 needs a new story.

Previously, Chuixue mentioned that in Tmall's long-term strategy, the experience of merchants and consumers has become more important. Tmall mainly looks at two aspects: the first is to increase quality, and the double eleven is only the embodiment in the cycle; Second, pay more attention to long-term social values, such as green public welfare.

Merchants are actually accepting this change. "For us, this year's double 1 1, we no longer expect a growth miracle, and we hope to achieve a healthier double 1 1." Many businesses say so.

Nowadays, businesses often laugh at themselves with "stable orders", which reflects that the e-commerce business of small and medium-sized businesses is becoming more and more difficult, but the current days need optimism and patience. Merchants should embrace more changes, conform to the new e-commerce trends, seek new breakthroughs, and make their e-commerce business no longer rely too much on promotion.

Data analysis of double eleven calendar years

Every year, there are many discounts in the Double Eleven promotion, and the sales volume is breaking through a new high every time. Therefore, everyone is more concerned about the data of the double eleven promotion quota over the years. What is the turnover of 202 1 pair 1 1? How to compare the data of double eleven turnover in previous years? What is the turnover data of Double Eleven over the years? Come and have a look with me.

What was the turnover of double 1 1 last year?

202 1,1October 1 1 zero, the total transaction volume of Tmall Double 1 1 was fixed at 540.3 billion yuan, compared with 498.2 billion yuan last year. The data shows that in the first hour of Tmall Double 1 1 sale, the turnover of more than 2,600 brands exceeded the first day of last year. By June11/at 23: 00/day, the turnover of 698 small and medium-sized brands had leapt from one million to ten million. Last year, the turnover of 78 brands was 1 0 million yuan, and this year, the turnover exceeded 1 1 0 million yuan.

At 0: 00,202 1, 1, 1, JD.COM released the double eleven battle report, from18: 00 to 23: 501. Among them, 3 1 brand sales exceed 1 billion, and apple sales exceed1billion; 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 four times year-on-year.

Tmall double eleven calendar year sales data:

2020: the transaction volume is 498.2 billion.

20 19: the transaction volume is 268.4 billion yuan.

20 18: the transaction amount is 213.5 billion yuan.

20 17: transaction amount1682.69 million yuan.

20 16: transaction amount120.7 billion yuan.

20 15: the transaction amount is 91200 million yuan.

20 14: the transaction amount is 57 1 100 million yuan.

20 13: the transaction volume is 35.2 billion yuan.

20 12: transaction amount 19 1 100 million yuan.

20 1 1 year: the transaction volume is 5.2 billion.

20 10: the transaction amount was 936 million yuan.

In 2009, the transaction volume was RMB 50 million.

The above is an introduction to the turnover of double 1 1 last year. You can learn more about the promotion activities of the Double Eleven and share them.

2022 Double Eleven Network Sales

In 2022, Taobao's advertising revenue accounted for about 343.4 billion. In 2022, the turnover of Taobao Tmall Double Eleven was about 343.4 billion yuan, and that of JD.COM was about 654.38+074 billion yuan. According to the published data, the transaction volume of 1 1 in 2022 was 557 1 100 million yuan.

20 19 double eleven sales list

During the Double Eleven period, which brands set a new sales record?

During the Double Eleven period, people's shopping desire is very high, because during the Double Eleven period, many brands will launch preferential activities, and they can buy cheap things that they can't usually buy at ultra-low prices, and the more they buy, the cheaper they are. Therefore, not only consumers, but also shopping platforms attach great importance to the Double Eleven activities. During the Double Eleven period, not only did the turnover of shopping platforms hit a record high, but many brands broke the sales record. Many domestic brands that everyone likes very much have a transaction volume of over 100 million. These include mobile phone brand Huawei, sports shoes and clothing brand Hongxing Erke, skin care brand Baique Ling and sports brand Huili.

Xiaomi's mobile phone sales ranked first in the mobile phone sales list.

I have to say that the development of Xiaomi is getting better and better now. In this year's Double Eleven event, the mobile phone launched by Xiaomi once again became the champion of the mobile phone sales list. Xiaomi won the first place in the mobile phone sales list, and the model of this mobile phone is RedmiK40. RedmiK40 is a 2000 yuan mobile phone. It has a very powerful configuration, and its performance and feel are very good. In addition to Xiaomi mobile phone, the mobile phone with the largest sales volume is Apple 13. The third place is also Xiaomi mobile phone. The third runner-up model of this mobile phone is Redmi9A, which is a thousand yuan mobile phone.

Cat litter became the first commodity to break ten thousand orders.

It is hard to imagine that on a shopping software, the first product that broke through the 1000 order during the Double Eleven period was actually cat litter. This shows that young people nowadays like keeping pets very much, especially well-behaved and docile pets like cats. And attaches great importance to raising cats. In addition to cat litter, the sales of agricultural products on a shopping software are also very popular, and the sales of agricultural products orders have achieved multiple growth. This shows that the types of goods on shopping platforms are becoming more and more diversified, and it also shows that the consumption preferences of young people have changed.