Double 11 fierce battle: Who is number 1?

After nearly a month of warm-up, the bell of November 11 this year rang on time, and a nationwide online shopping carnival also kicked off. Of course, major e-commerce platforms and brands also put in their best efforts to broadcast their achievements in real time.

E-commerce platform

Alibaba:

As the initiator of "Double 11", and with the support of a huge user base of nearly 785 million (Leifeng.com note: data from Alibaba's Q2 financial report for fiscal year 2020 ending September 30 this year), the performance of Alibaba's e-commerce platforms has received extremely high attention.

According to official figures, Tmall's Double 11 transaction volume exceeded 100 billion yuan just one hour after the bell rang (it took 1 hour, 3 minutes and 59 seconds), which was 43 minutes and 27 seconds faster than in 2018; at 1:26:07 in the morning, Tmall's Double 11 real-time transaction volume reached 120.7 billion yuan, surpassing the entire day of Double 11 in 2016, and nearly 7 hours faster than last year; at 3 a.m., Tmall's Double 11 transaction volume reached 132.5 billion yuan, breaking the record again.

As of 14:21:27 on the afternoon of the 11th, the transaction volume of Tmall Double 11 in 2019 exceeded RMB 200 billion. It should be noted that the total transaction volume of Double 11 in 2018 was RMB 213.5 billion.

At the same time, many brand merchants also showed off their own performance on the platform: Nike's sales exceeded 100 million in 1 minute and 45 seconds; Apple's official flagship store's sales in 10 minutes exceeded 7 times last year's full-day sales; Pop Mart's Longjiasheng mini series blind box sold out 55,000 pieces in 9 seconds; SKG cervical massagers sold more than 20,000 units in 15 minutes.

As of 1 a.m., there were 84 brands with sales exceeding 100 million yuan on Tmall Double 11 in 2019, including Midea, Apple, Haier, Nike, Huawei, Adidas, etc.; as of 2 a.m., the number of brands with sales exceeding 100 million yuan rose to 148.

JD.com:

Unlike Tmall, the data released by JD.com starts from 0:00 on November 1. It is reported that the cumulative order amount from November 1 to 0:00 on November 11 exceeded 131.3 billion yuan. According to data from JD Finance, a subsidiary of JD Digital Group, in the first hour of November 11, the transaction amount reached 320% year-on-year, the peak of JD payment reached 327% year-on-year, and the Baitiao transaction amount exceeded 100 million in 10 seconds. As of 9 am today, the cumulative order amount of JD.com exceeded 165.8 billion yuan.

In addition, the first JD.com Appliances Super Experience Store officially opened its doors to customers in Chongqing. As of 12:00 noon on the 11th, more than 30,000 consumers had visited the store to shop and experience the products, and sales exceeded 10 million yuan within one hour of opening.

It is worth mentioning that this afternoon, JD.com also held a media open day. Meng Chunhui, head of JD.com PLUS membership business, announced that the number of JD.com PLUS members has exceeded 15 million. She also said that as of the time of sharing, JD.com saved more than 10 billion for PLUS members during Double 11.

Suning:

At noon today, Suning released a 12-hour half-term report on Double 11. The data showed that Suning.com's online order volume increased by 186% year-on-year in the 12 hours, and more than 50% of the new Super members were born after 1990.

During this year's Double 11, Suning also launched the "1-hour scene life circle" and created the product "Anytime", which offers "lightning delivery within 30 minutes for 1 km + Suning's full range of businesses can be reached within 1 hour". Data shows that the top 10 cities with the most "Anytime" orders are Shenzhen, Shanghai, Guangzhou, Beijing, Nanjing, Hangzhou, Chengdu, Xi'an, Wuhan and Shenyang, with an average delivery time of only 22 minutes.

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Suning Store received 600,000 parcels, and more than 30,000 people in Beijing, Shanghai, and Nanjing placed orders at Suning Market. The newly launched Carrefour fulfillment center received 150,000 orders in half a day, with the fastest delivery time being only 16 minutes and 57 seconds. In addition, the customer flow of Suning Plaza and Suning Tesco Plaza increased by 46% year-on-year, sales increased by 56% year-on-year, and the sales of popular air conditioners increased by nearly 7 times.

Mainstream mobile phone brands

Leifeng.com learned that in addition to major e-commerce platforms, some brand merchants have also revealed their performance to the outside world; here we focus on the performance of Honor and Xiaomi.

glory:

According to the Honor Double 11 battle report released by Honor Mobile, Honor won the sales champion of Android mobile phones on Tmall, JD.com and Suning.com, and Honor 20 and Honor 9X won a total of four championships. Among them, Honor 20 won the sales champion of Android mobile phones on Tmall, and won the single product sales and sales volume champion in the price range of 2,000 to 3,000 yuan on JD.com; Honor 9X won the single product sales champion in the price range of 1,000 to 2,000 yuan in the mobile phone category on Tmall.

The sales of Honor Smart Life products in all categories and platforms in one hour exceeded last year's full day sales, and the five main categories won 21 championships, including 6 championships for Honor Smart Screen, 2 championships for Honor Magicbook, 6 championships for Honor Tablet, 4 championships for Honor Wear, and 3 championships for Honor Router.

The sales volume and revenue of Honor’s Tmall official flagship store and Honor’s JD self-operated flagship store both exceeded last year’s full day sales volume in 2 hours.

Millet:

According to official data from Xiaomi, during the Tmall Double 11 shopping festival, sales of Xiaomi’s official flagship store on Tmall exceeded 100 million yuan in just 2 minutes after the opening, and exceeded 200 million yuan in 4 minutes. By 25 minutes, sales of Xiaomi’s official flagship store on Tmall had exceeded 500 million yuan.

As of 12:00, the total payment amount on the platform exceeded 3.7 billion, which has exceeded 70% of the sales amount of the whole day last year. Among them, the sales amount of Xiaomi CC9 Pro, Redmi K20 Pro Premium Edition, Xiaomi Full Screen TV E65A, etc. all exceeded 100 million; Xiaoai Speaker Category, Xiaomi Bluetooth Headset Category, Mijia Camera Category, etc. all made the list of sales exceeding 100,000.

By 15:18 this afternoon, the total payment amount on the entire platform exceeded 4 billion.

summary

For the majority of consumers, Double 11 has been with people for 11 years, and its significance may still remain as an annual "shopping spree".

But for major e-commerce platforms, brands and manufacturers, this is a "battlefield" where mistakes cannot be made, and the battle is constantly escalating - there is no shortage of "first" and "champion" in various reports of success, and the angles are also different. As netizens said, "As long as you find the right angle, you can also be the first."

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