The Double 11 battle is coming, don't worry, I'm not asking you to spend money

[51CTO.com original article] It is November at the end of the year, and Singles' Day is coming. Don't be afraid if you don't have a partner. Singles' Day is also called Double Eleven. Even if you don't have a partner, you still have Ali's "Dad" and "Milk Tea Sister" to comfort you. But if you don't have money, then just go to work... It is said that Alibaba's Double Eleven transaction volume on November 11, 2014 was as high as 57.1 billion yuan, and the transaction volume exceeded 100 million yuan in just one minute after the opening. I don't know if you contributed at that time, but I did. On November 11, 2015, Tmall's Double Eleven transaction volume exceeded 14 years, reaching 91.217 billion yuan. In 18 seconds, 100 million yuan was successfully traded, but I was not there at that time because I couldn't squeeze into the payment page at all! ! ! Double Eleven not only successfully shaped the grand ceremony of China's e-commerce industry and turned it into a fixed festival, but also created a group of women "behind" Jack Ma.

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In fact, the Double 11 promotion event was already held as early as 2009, but the number of participating merchants and the promotion intensity were not so mature at that time, but the turnover was unexpectedly gratifying, so Double 11 has become a fixed promotion channel for Alibaba. It is said that it has created an annual grand event for the e-commerce industry, so it is understandable to share a piece of the pie, so major e-commerce companies have come to share the "joy" brought by this grand event, but after sharing the "joy" brought by consumers with their money, can Alibaba still take the lead and create another legend?

It is said that women are the main force of consumption, because they are keen on beautiful things, they are diligent in changing clothes, hoarding bags and buying cosmetics, and they don’t want to get fat, so they buy a lot of health products and can’t resist the temptation of snacks. However, it is their pursuit of beauty and tangled temperament that give e-commerce a bright road. So it is said that Pangu is responsible for creating the world, and women are responsible for maintaining their livelihoods. In fact, men’s consumption capacity is not weaker than that of women. Any 3C product that men love starts at 1,000. JD.com also saw Taobao’s weakness in 3C products and found the target audience, rising and reaching a position to compete with it. Taobao’s product quality, fake orders, Tmall’s price war on some products, and Alibaba’s problems have enabled JD.com to find a suitable market. However, in addition to JD.com’s success in 3C products and logistics, cosmetics e-commerce companies like Jumei Youpin have also found their own direction and started to join the ranks of sharing the pie. In the past, people’s consumption level was not high, but with the rapid development of society and the improvement of people’s quality of life, they are not satisfied with domestic products. People began to pursue foreign products, and some overseas shopping e-commerce companies also joined in. The existence of these reasons has caused Alibaba to be squeezed quite a bit in the e-commerce industry.

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Not long ago, the news that Alibaba took over the US Securities and Exchange Commission (SEC) was overwhelming, and the focus of the investigation was also on Alibaba's operating data on Singles' Day. The US Securities and Exchange Commission believed that Alibaba was suspected of violating federal law. Since Alibaba announced the transaction volume on Singles' Day, many analysts and investors have questioned these data and the transparency of its financial statements. Some people even believe that Alibaba also counted the transaction volume of returned goods in the total. However, the focus of the investigation is still on Alibaba's own logistics company Cainiao Network. Investigators believe that Alibaba did not include the transportation business in its revenue. If the transportation cost is unknown, then Alibaba's net profit is also unknown. Even if this financial fraud storm is calmed down, it will not allow Alibaba to separate from the label of fraud. The original product fraud has become a criticism. After the financial fraud, it is conceivable that Alibaba's stock will fall for a while. Some consumers are likely to be heartbroken that "Alibaba has committed fraud again" and switch to other e-commerce platforms. It is difficult to guarantee whether this will be a heavy blow to this year's myth.

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As mentioned earlier, I also tried hard to make a payment on Double 11 last year, but I failed to make a payment. I watched the products being sold out, which made me feel very depressed. As a result, I had no desire to shop this year. As we all know, there are multiple operations behind each transaction. The user triggers the shopping behavior, and the merchant's preferential policies and other information are associated during the transaction. The payment interface is executed after the order is generated, and the logic of points calculation, logistics distribution, etc. is called back after the payment is completed. In 2015, the peak transaction volume of Tmall Double 11 reached 140,000 times per second, and this year's Double 11 is estimated to increase by 5 times, and the transaction peak is likely to reach 1 million times per second. However, in the face of such a terrifying high concurrency, any mistake in any link will lead to customer loss.

I wonder if Alibaba can still be at the top this year. But judging from the current situation, even if the Double 11 performance is no longer there, there is still the Double 11 Festival waiting for you. The products and prices are not attractive, but Alibaba has also put a lot of effort in entertainment, so I am not afraid that you will leave~

Here, I don’t want to talk about how to deal with high concurrency. If you want to know more technical knowledge, please browse other articles in the special topic. In short, the Double Eleven War is imminent. If you don’t have a partner and no money, you might as well read more news (such as our special topic, which will track and update before and after Double Eleven), and pay more attention to our technical news.

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[51CTO original article, please indicate the original author and source as 51CTO.com when reprinting on partner sites]