So today, I will take you to explore the secrets behind 168.2 billion from three perspectives:

1. Analysis of the popularity of the entire network: analysis of the popularity trend of the Double Eleven event on the entire network, sources of attention, media sources, and related words.

2. Comparative analysis of various platforms: Comparative analysis of the sales and fan portraits of some e-commerce platforms such as " Tmall ", " JD.com " and " Suning ".

3. Tmall sales analysis: Through the analysis of some specific sales of Tmall, we can understand the distribution of each category and region, the changes in sales over the years, and make a bold prediction for the total sales in 2018.

1. Analysis of the popularity of the entire network

(1) “Double Eleven” popularity

(Micro public opinion)

Within 72 hours before and after Double Eleven, the discussion about "Double Eleven" reached a high of 80.21. It was full of topics and everyone was about to become a joke teller.

(2) Microblog communication trends

(Overall trend of hot words)

Through the trend analysis of "Double Eleven" by Micro Index, it can be seen that the popularity in the early stage showed a fluctuating trend, but it quickly soared to around 2520K on Double Eleven. Everyone is really concerned about "shopping", let alone purchasing power~

(3) Pay attention to the source

(PC & mobile hot word trends)

The PC & mobile trends over the past month show the source of attention across the entire network. Mobile is about four times that of PC, and accounts for more than 80% of the overall trend. This shows that most users are searching using mobile devices such as mobile phones. The highest popularity value reached 2038K.

(4) Media sources

During Double Eleven, the top three media sources of information were Weibo, websites and forums.

(5) Connective words

By analyzing the relevant information of Double Eleven, the words with the highest correlation with the core words are "packaging", "carton" and "e-commerce" respectively. By the way, have you received your express delivery?

(6) Trends in the popularity of headline keywords

According to the analysis of the hot words in the headline index , "Papa Ma Yun " unexpectedly won the first place. During the Double Eleven period, he also used his movie "Kung Fu" to increase his exposure, with an index value of more than 2.4 million~

(7) Baidu Index popularity trend

(BDP area map)

Through the hot word trends of Baidu Index in the past 7 days, we can see that before the start of this "Double 11", the discussion enthusiasm for various e-commerce platforms remained high, showing a straight-line upward trend, reaching the highest value on the "Double 11" day. Among them, e-commerce platforms such as " Taobao ", "JD.com" and " VIPSHOP " once became the focus of public attention.

(8) WeChat Index popularity trend

(BDP custom chart)

As shown in the figure, the most popular term in the WeChat Index in the past seven days is "Double Eleven", followed by "Express Delivery" and "Taobao" ranked third. It seems that after a happy shopping spree, everyone is still more concerned about when they can receive the products they bought. When there is a courier on the way, everything has hope~

2. Comparative Analysis of Various Platforms

(1) Comparison of total sales on each platform

(BDP Ring Diagram)

The above is the monitoring result of 20 B2C e-commerce platforms by a certain data. In terms of Double Eleven sales, Tmall ranked first in the entire network, accounting for 66.23%, JD.com accounted for 21.41%, Suning.com accounted for 4.34%, Amazon accounted for 1.95%, Vipshop accounted for 3.43%, and other e-commerce platforms accounted for 2.64%.

Such impressive data directly reflects the strong purchasing power of the online population on "Double 11", and also represents the explosion of China's new retail energy. Hey! We have contributed our part to building a beautiful socialist country!

(2) Proportion of overseas shopping sales on each platform

(BDP custom chart)

According to the above figure, we can clearly see the proportion of overseas shopping sales on each platform during Double 11 in 2017. Amazon ranked first with 7.3%, Tmall with 5.4%, JD.com with 4.9%, Suning with 0.6%, and Vipshop with 3.7%.

It turns out that the 11.11 festival is no longer just a carnival for hundreds of millions of Chinese people, but more and more overseas countries are joining in. The data reflects a new economy and a new consumption model.

(3) Fan portrait comparison

(Micro public opinion)

A comparison of the fans of Taobao and JD.com shows that Taobao has far more female fans than male ones, while JD.com has a more even distribution of male to female fans, which is closely related to JD.com's initial focus on the digital home appliance industry.

The age distribution of fans of both companies is similar, and they are all concentrated among young people. It seems that people over 50 years old are still a user group to be developed.

(Micro public opinion)

According to the emotional map of micro-public opinion, it can be seen that the most prominent emotion expressed by users through Weibo after Double Eleven is: joy. The most "happy" users are those in Guangdong, probably because their express delivery is on the way and they can't contain their excitement, haha~

3. Tmall sales analysis

(1) Tmall’s “Double 11” sales over the years

(BDP dual axis diagram)

Before 2009, Tmall was still called Taobao Mall. The sales volume on "Double 11" was 52 million, and 27 brands participated in the event;

In 2010, the transaction volume of "Double 11" increased at an astonishing rate, with a total transaction volume of 936 million;

In 2011, the total transaction volume of "Double 11" reached 3.36 billion. "Double 11", which was originally just Singles' Day in everyone's concept, has become completely popular;

In 2012, Taobao Mall was officially renamed Tmall, and the total online transaction volume on "Double 11" reached 19.1 billion. The "Double 11" craze spread from online to offline, becoming a festival for all the people.

In 2013, Tmall's "Double 11" transaction volume reached 36.2 billion yuan, a significant increase;

In 2014, the trend of Double 11 became globalized, with the total transaction volume reaching 57.1 billion yuan;

In 2015, the final transaction volume of Double 11 reached 91.217 billion yuan, covering 232 countries and regions;

In 2016, the total transaction volume of Tmall Double 11 Global Carnival reached 120.7 billion yuan;

In 2017, Tmall’s transaction volume on “Double 11” totaled 168.2 billion, and various data continued to break records from previous years.

(2) Tmall "Double 11" transaction volume in 2017 and 2016

(BDP vs. bar chart)

Taking stock of the important data on this year's Double 11 transaction volume, sales continued to rise from 0:00 on the 11th to 0:00 on November 12th, and the data on the big screen of Tmall's "Double 11" command center finally stopped at 168.2 billion yuan. After looking at the picture above, I finally understand why the items in the shopping cart disappear in minutes! ! This is a fight against hundreds of millions of people!

(3) Tmall “Double 11” sales in various regions in 2017

(BDP area map)

In this nationwide shopping craze, Guangdong people have strong purchasing power, ranking first in the country, and Zhejiang and Jiangsu people have also contributed impressive "results"! How can people in the north and south be willing to lag behind? The sales volume is also following closely behind! According to statistics, a total of 1.38 billion parcels were generated on "Double 11" in 2017. The couriers are working hard to deliver your parcels to you.

(4) Tmall’s total transaction volume ranking by product category

(BDP custom chart)

(BDP bar graph)

Among all the products sold on "Double 11" in 2017, the top product categories were: large household appliances accounting for 15.2% of sales, mobile phones accounting for 8.7% of sales, personal care products accounting for 5.6%, maternal and child products accounting for 3.6%, household appliances accounting for 2.8%, and cosmetics accounting for 2.5%.

The ranking of the top-selling large home appliances is as follows: Among large home appliance brands, Haier ranks first in sales, followed by Midea and Sharp, and then Siemens, Gree, Hisense, Xiaomi, TCL, Little Swan, and AUX.

Predictions for 2018

Finally, let us make a bold prediction based on past data. The total transaction volume of Tmall’s “Double 11” Global Shopping Carnival in 2018 will be: 214.6 billion yuan! Let us remember this number and see whether the purchasing power of Chinese people will exceed the machine's estimation ability~

Data source : Network compilation