＂double 11＂： Smart Logistics Enhances Online Shopping Experience

168.2 billion yuan! At 0: 00 on the 12th, this amazing number appeared on the data screen of Tmall "double 11" Media Center in Shanghai World Expo Center.

The "pickpockets" created a new "world record". The transaction volume of Tmall double 11 broke 100 million yuan in 11 seconds, 1 billion yuan in 28 seconds, 10 billion yuan in 3 minutes and 01 seconds, 50 billion yuan in 40 minutes and 12 seconds, and 100 billion yuan in 9 hours. The time to set each record is almost half that of last year.

In addition to Tmall, JD.COM announced that the "Global Good Things Festival" that started on November 1, the cumulative order amount exceeded 100 billion yuan at 7: 46 on November 11, of which air-conditioning sales were three times that of the same period last year, water heater sales were three times that of the same period last year, and TV sales were 2.5 times that of the same period last year … In the "Crazy 2 Hours" of JD.COM 3C Travel Service that started from 0: 00 am to 2: 00 am on November 11, JD.COM’s mobile phone category was 41.

Suning.cn also announced that at 8: 52 on the 11th, omni-channel sales broke the all-day record of "double 11" last year. By 12: 00, Suning’s omni-channel growth was 182%, of which online growth was 227%.

This year is the ninth "double 11" and the first "double 11" under the background of "new retail". According to Zhang Yong, CEO of Alibaba Group, as the largest shopping festival in the world, this year’s "double 11" not only shows the vitality of China’s economy and consumers’ strong demand for consumption upgrading, but also becomes an important stage to show the great synergy of commercial forces and the deep integration of online and offline. "New business phenomena and forces are sprouting in’ double 11′, and they will become representatives of emerging productive forces in the future." Zhang Yong said.

Synergistic resonance of industrial chain

At 0: 12 on 11th, the first order of Tmall "double 11" was signed in Shanghai. At 0: 14, Suning.cn’s first order was signed in Beijing.

The State Post Bureau predicts that during the "double 11" this year, the postal industry will handle more than 1.5 billion pieces of mail and express mail, an increase of 35% over the same period last year. But this year, regardless of speed or quantity, the logistics link has performed brilliantly. According to the data from JD.COM, as of 16: 00 on the 11th, the number of successful delivery orders in JD.COM exceeded 6.38 million. According to the rookie, at 18: 49, the logistics order volume of Tmall "double 11" exceeded 657 million, surpassing the whole day order volume last year. By 16: 00, customers in 340 cities (including Hong Kong, Macao and Taiwan) had received the parcels placed on the same day, among which Shanghai, Chengdu and Guangzhou ranked in the top three, and western logistics had been on a par with the central and eastern regions.

The biggest thrust for the improvement of logistics efficiency comes from science and technology. In this year’s "double 11", Jingdong Logistics has been fully put into use in 13 "Asia No.1" smart logistics centers such as Beijing, Qingdao, Shanghai, Guangzhou and Wuhan, as well as the world’s first unmanned warehouse in the whole process, Kunshan unmanned sorting center and Wuhan unmanned warehouse independently developed. Xu Yinghui, head of the artificial intelligence department of rookie network, said that before the arrival of "double 11", the hot-selling goods and hot-selling areas were accurately predicted by artificial intelligence algorithms, so that merchants could sink and store "double 11" goods in different cities in advance. "Smart warehouse distribution network allows the goods to arrive before they are bought, so that orders can be transported nearby."

The improvement of scientific and technological level is not limited to enterprises. At 8: 08 am on the 11th, the customs declaration data of the 5 millionth single cross-border e-commerce import goods generated by Tmall "double 11" passed the customs smoothly, and it took 57 hours to complete this single quantity last year. This is precisely because before "double 11", under the guidance of the Science and Technology Department of the General Administration, the science and technology department of the customs system carried out intra-system collaboration and inter-enterprise collaboration. Taking Hangzhou Customs, Ningbo Customs and Guangzhou Customs as examples, through joint rehearsal, the processing capacity of the cross-border customs clearance system has tripled to quadrupled.

Besides logistics, another important supporting force of double 11 is payment. This year’s "double 11", a new peak of payment and database processing was born at the same time, with a peak of 256,000 payments per second, which was 1.1 times higher than last year. At the same time, a peak of database processing was born, with 42 million transactions per second. Whether it’s the major banks, payment platforms, or the latest network that has entered the "double 11" ecology this year, all parties involved in the complicated payment process are also "calm" in the face of the extreme peak.

This shows that, driven by technology and data, all aspects of the consumer Internet ecosystem have begun to form synergies, and the trend of "resonance" has become very obvious, and the "amplitude" is also expanding. This not only makes "parents" buy more happily, but also leaves a broad space for online and offline integration.

Online and offline "water and milk blend"

"Our four brands in the whole group have 8,000 offline stores all over the country. Before this morning, we used these stores to send out 400,000 packages that consumers’ double 11 ordered online. In this way, consumers can receive the goods as soon as possible today. If not, they can only deliver the goods through the group’s three warehouses in Shanghai, Tianjin and Guangzhou, which is much slower. " The omni-channel retail director of Lingzhi Fashion Group told the reporter. The logic behind store delivery is that online and offline goods are completely opened.

This year, the energy of "double 11" and "new retail" generate is clearly reflected. Located in the atrium of the Global Harbor Shopping Center in Putuo District, Shanghai, "Unilever pop-up shop" welcomed more than 3,000 consumers in half a day. They grabbed online coupons in the game, listened to product introductions with virtual reality technology, and even experienced on-site modeling. This store does not sell a product, but before participating in all the experience links, consumers need to scan the QR code and pay attention to Unilever’s online store. "This is not only to drain online, but also to get members from offline. More importantly, consumers have changed and need brands to arouse their interest. In this regard, offline is obviously more advantageous in user experience. " Pop-up shop Sun Jie of Unilever said.

After the opening of goods and traffic, the opening of online and offline data is still giving birth to new business forms. Chen Xiaodong, CEO of Yintai Group, said frankly: "Three years ago, Yintai only had’ double 11′ as the same price when the antenna went online. This year,’ same price’ has become a regular service. By unifying the price, we can truly integrate online and offline. People can scan the code and place orders independently, and deliver them to their homes, and the services for members can also be unified online and offline. "

The relationship between online and offline has been completely changed. The data shows that offline stores covering 52 core business districts in Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou participated in this year’s "double 11", with a total of 1 million offline stores participating in "double 11". The total business area of all offline stores participating in the event is conservatively estimated to be over 120 square kilometers, equivalent to 580 "Bird’s Nest". Cao Lei, director of China E-commerce Research Center, a market research institution, said: "The core of’ new retail’ is the comprehensive opening of data on consumer-centered membership, payment, inventory and services. The linkage between online and offline circulation industries will definitely bring far-reaching influence to the future development of China’s commerce." (Reporter Chen Jing Cui Guoqiang)