Double 11 ends: Alibaba reveals the numbers behind it

The bizarre "Double Eleven" finally came to an end, and the main participant Alibaba also announced its results with its partners. According to the data provided by Alibaba, the transaction amount of Alipay on the whole day of Double Eleven was 57.1 billion yuan (about 9.3 billion US dollars), which once again broke the record compared with 36.2 billion last year.

If we go back to the numbers themselves, what kind of Alibaba will it show us?

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These three figures represent more than just a sharp increase in amount of money: 19.1 billion was the beginning of the myth created by Alibaba in 2012, 36.2 billion attracted much attention due to the twists and turns of Alibaba's listing in 2013, and 57.1 billion in 2014 completely turned into a carnival for Tmall .

In this year's Double Eleven battle, the early Double Eleven trademark dispute and the final results all demonstrated that the core of Alibaba's e-commerce is gradually shifting: although from the financial report, C2C still accounts for a large amount of GMV, but in Alibaba's plan, Tmall will be the core source of all future revenue, which has been well confirmed in this year's Double Eleven.

For Alibaba , de-Taobao and Tmall's rise to the top have unique significance:

1. Guaranteed income regardless of market conditions. Despite being blocked by rivals such as JD.com, No.1 Store , Amazon, and Suning.com, Tmall still makes money on Double 11: As a trading platform, Tmall can charge a commission of 2% to 5% of the transaction amount, regardless of whether the merchants are profitable or not.

2. To please American investors. For Alibaba, which is listed in the United States, "fake goods and inferior quality" will cause investors' concerns, and de-Taobaoization can enhance their confidence in Alibaba's future.

But similarly, compared with the performance of the younger (lao) guys (dui) partners (shou), Ali's diversion is also very obvious:

1. No.1 Store: Official data showed that as of 10 a.m. on the 11th, No.1 Store’s total transaction volume increased by 8 times week-on-week; as of 11 a.m., the total transaction volume increased by 9 times week-on-week.

2. Suning.com: Li Bin revealed that within the first hour of Double Eleven, the peak number of people online at the same time on Suning.com's PC and mobile terminals reached 2.06 million. Due to its online and offline linkage layout, Suning's store pickup ratio for online shopping reached about 25%. The delivery rate of orders generated between 0:00 and 6:00 in the morning of the same day also maintained a high level of 98.3%.

3. JD.com: Data shows that before 4 p.m. on Singles’ Day, JD.com received 2.3 times as many orders as the same period last year; among them, the order volumes for mobile phones and daily necessities were 3 times and 2.7 times of the same period last year respectively, while the home appliance category also increased by about 180% compared with the same period last year.

If we look at the specific numbers alone, Alibaba's 57.1 billion can reflect its huge size, but its future development will be impacted by other platforms.

Looking beyond Double 11 to Alibaba

As Alibaba's first shopping spree after its listing, Alibaba specially invited many overseas media to participate in this event. Judging from the media team of more than 400 people in the entire live broadcast center, Alibaba has "taken great pains" to gain exposure.

But Alibaba's internationalization is just the beginning. Although users from 217 countries and regions have participated, the gap between Alibaba and its overseas competitors in the global market is obvious: According to Alibaba's financial report, its international retail business revenue in the third quarter of 2014 was RMB 419 million, a month-on-month increase of 17.0%. Alibaba has just started international retail, and Double Eleven is just an opportunity. In order to gain a firm foothold overseas, Alibaba may need to do more.

Platformization: Alibaba has connected a large number of businesses on the platform it has built, but this is not enough: in many vertical segments, a large number of emerging new platforms are impacting Alibaba's delta. What is the value of Alibaba's platform? Behind the Double Eleven figures, a longer period of competition will reveal the outcome.

Mobile: Jack Ma, Lu Zhaoxi and Zhang Yong all talked about mobile. In comparison, Alibaba was relatively slow in the past, and the acquisition of UC and AutoNavi was also to make up for the shortcomings in mobile. Under the impact of WeChat, Alibaba invested in multiple social IM fields, eager to make achievements. Although the mobile accounted for 42.6% of the transaction volume during the Double 11 shopping festival, and even peaked at 70%, in the long run, Alibaba has always lacked a good entry point on the mobile side, which will limit the long-term development of its business.

The 2014 Double Eleven has come to an end. With netizens entertainingly calling it "shopping spree and spendthrift women", Alibaba has once again become the center of attention because of its numbers. However, future competition will not just focus on numbers. How to build a complete ecological chain in the service system will be the core of Alibaba's future e-commerce competition.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.