Look at the changes on-demand shopping into consumer trends On October 18th, the reporter participated in the "Double 11" media communication held by Jingdong Group. Xu Lei, the senior vice president of JD.com and the head of the marketing platform system of Jingdong Mall, said that after years of market cultivation, consumers The attitude toward "Double 11" has returned to rationality and returned to the careful selection of quality and service. This year, impulsive consumption will no longer be the mainstream of "Double 11". Jingdong will provide consumers with better choices through the three measures of "good things and low prices", "extreme service" and "smart experience", and promote rational shopping for consumers. . To this end, Jingdong has clearly displayed the slogan of “Serious Shopping and Good Buying†on this year’s “Double 11†banner, adapting to changes in consumer demand from brands, commodities, and services, and advocating that consumers refuse impulses. Rational shopping. According to Han Rui, head of the Jingdong Marketing Operations Department, more than 100,000 brands will participate in the “Double 11†promotion season of JD. This year, more than 70% of the products are now hot money, more than 50% of this year’s New products. At the same time, Jingdong’s “Double 11†will create a concept of a shopping season this year, instead of just squeezing consumers’ shopping needs into one day. Starting from October 26th, JD.com's “Double 11†shopping season will begin and will continue until November 12, in which the Super Spike Day on November 1 will be the first sales peak. Jing Jie, Vice President of Alibaba Group, stated that throughout the 2016 season, global brand customers and Tmall explored in terms of daily fan operations, from tools to marketing gameplay; now, the brand is trying to make itself represent the concept of consumption and life. The taste and spirit of the brand landed on Tmall and resonated with Chinese consumers. Tmall has already upgraded from a brand fan operation position to a major operational core brand value for the nation's consumers. Looking at the distribution of buying goods is expected to "double 11" morning service There are 467 million logistics orders, which is the data for the "Double 11" on the same day last year. What kind of changes will happen to the "Double 11" distribution business this year? JD.com once again set a final decision on the ultimate logistics service in this year's "Double 11". It is reported that more than 85% of Jingdong's self-operated merchandise shipments have fulfilled orders on the same day and the next day. Jingdong has the largest self-operated warehousing system in the nation's e-commerce industry. Currently, Jingdong operates 10 large warehouses in the four cities of Shandong, Qingdao, Jinan, Weifang and Jining. Jingdong has signed a contract with Jiaozhou, investing 2 billion in Jiaozhou to build the largest e-commerce logistics distribution center in the province. Jing Bing, vice president of Jingdong Mall and director of the logistics planning and development department of Jingdong Mall, said that during the “Double 11†shopping season, JD.com forecasted through the analysis of big data that more than 40 trunk lines were temporarily opened on the basis of the original lines to speed up the flow of goods. The transportation efficiency of nearly one hundred cities across the country is guaranteed; in addition, Jingdong will also launch night-time pick-up services during the “Double 11†period, and some city time may be postponed to 21:00.
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Will "Double 11" become a protracted war this year? Drones, VR, etc.
From "Double 11" to more than 20 days, the war between e-commerce giants such as JD.com and Tmall has begun in advance. From Singles Day to Online Shopping Festival, unconsciously, the e-commerce "Double 11" has gone through 8 years. From Ali's "Dance to Solo" to the gathering of heroes, from promotion wars to global consumer feasts, during the eight years, the online shopping festival has gradually matured and improved through the trial period, exploratory period, outbreak period and multiple periods, and has also had an impact on consumers. Changes have occurred subtly.