Double 11 Consumer Demand Upgrade, Retail Business And Electricity Supplier Win New Normal

From the beginning of this year's double eleven, there is only a week or so left. If consumers participate in the double 11 in the past few years, mainly for the sake of freshness, liveliness and greed, then their demand has changed significantly in the eighth years of the double 11. Price is no longer the most important factor. Whether the commodity can meet their individual needs is the key.

The continuous upgrading of consumer demand has also accelerated the rapid pformation of manufacturing industry in recent years, from pursuing the sale of inventory, to flexible personalized production, ensuring low inventory and even zero inventory, and from B2C's large-scale manufacturing mode to C2B's intelligent self pformation.

As Ma Yun said, "in the past twenty or thirty years, manufacturing is about scale and standardization, and future manufacturing must be smart, personalized and customized."

By participating in double 11 to dig deep consumer demand, reform ourselves and adapt to the market, the traditional manufacturing enterprises and retail enterprises are expected to seize the opportunity in the structural reform of "go to capacity, inventory, reduce costs and make up for shortage", and gather more new kinetic energy for economic growth.

For manufacturing and retailing, double 11 has become an opportunity for reform and innovation on the supply side.

As early as three years ago, Tmall has begun to explore the mode of "scale customization". Based on Alibaba's massive data mining of consumers' pain points and needs, the enterprise research and development initiative to move closer to users, avoid "behind closed doors", and adopt the "underwriting customized" business mode to reduce costs, reduce inventories, speed up the listing of products, so that consumers can enjoy better quality products with better cost performance.

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And so on, represented by the fast fashion giant, its designers are searching for fashion information and scheduling mature factory capacity.

From design to shelf, the average brand takes six months, and the fashion giant can do it in 7 days.

With the platform power, the Amoy brands have driven the upstream factories, and have explored a unique flexible supply chain, so that they can compete with the global giants on the stage of double 11.

Alibaba group CEO Zhang Yong said at the launching ceremony of the 2016 Tmall double 11 that the entire consumer goods retail industry is undergoing comprehensive commercial Internet pformation, and the comprehensive integration under the online and offline industry is the general trend.

This year's double 11, Ali's all channel strategy to further enhance, online online access to more than 100 stores, involving Suning, Yintai, TCL,

Thousands of businesses, such as Sofia, GAP, Bestseller, B&Q and so on, will be fully realized electronically in nearly 100 thousand stores.

Consumers, whether in the Internet, on the street or in the shopping center, can feel a stereoscopic double 11, and the experience of boundless and integrated online and offline.

Faced with the upgrading of consumer demand behind the double 11, the traditional retail enterprises seeking change will follow the trend.

Suning, Yintai and other commercial giants continue to participate in the double 11 carnival.

Suning stores will open up and double 11 after-sales service, provide services such as old and new services; Yintai will undertake online orders, provide store pick up, and set up "Amoy brand" counters, creating opportunities for consumers to touch and try online brands.

The 100 year old Tong Ren Tang, with more than 1800 entities selling its stores, is also starting to use the powerful online marketing and service platform provided by Ali health to move towards the new retail pformation path and expand the full channel health service.

While the traditional retail industry is on the line, some of the pure e-commerce brands, such as the clothing of Yin man, the membrane law family of cosmetics, and the Bai Wu Xi of home products, are also trying to open up the offline channels.

The Internet life home brand BRIC West began operating in Taobao in 2009. In 2010, the first entity store landed in Hefei. So far, more than 100 entity stores have been opened in the country.

The eight year double 11 witnessed the "new normal" of the traditional retail industry and the electricity supplier from fragmented to integration, and then to win win.

As CEO Zhang Yong of Alibaba group said, the great opportunity for today's double 11 is not how to upgrade online sales from the present 3 trillion. Instead, we take full advantage of the Internet's thinking and technology to comprehensively reform and upgrade the total volume of about 30 trillion of the total social retail products, so that the consumer demand of consumers can be effectively satisfied, making the whole process of commodity production, circulation and service more efficient.

This coincides with the central keynote put forward by the Central Committee under the new economic norm, that is, "continue to insist on moderate expansion of aggregate demand, and supply side structural reform as the main line".