Cover news reporter Meng Mei
At 00:00 on November 12, 2021, the 13th Double 11 Global Shopping Carnival came to an end.
Tmall Double 11 has a total deal rating of 540.3 billion. According to the data, in the first hour of the tmall double 11 sale, more than 2600 brands exceeded the first day of last year; as of 23:00 on November 11, the turnover of 698 small and medium-sized brands achieved a leap from one million to ten million; 78 brands with a turnover of tens of millions of dollars last year' double 11, and the turnover of double 11 this year exceeded the 100 million yuan mark
JD.com from 8 p.m. on October 31 to 23:59 on November 11, the cumulative amount of orders placed during the Double Eleven period exceeded 349.1 billion. Among them, 31 brands sold more than 1 billion yuan and Apple broke 10 billion; the turnover of 43,276 merchants increased by more than 200% year-on-year, and the number of new brands increased by more than 4 times year-on-year.
Double 11 in 2021 has brought many new changes, and public welfare, low carbon, and national tide have all risen to unprecedented heights. Rather than pursuing growth, we focus more on growth quality and customer experience. After 13 years of Double 11, it is moving towards a new stage of high-quality development.
Judging from the data released by major e-commerce companies, Double 11 is not only related to consumption, economy and development, but this year's Tmall and Jingdong Double 11 have turned themselves into a public field that transmits and practices the concept of green and public welfare.
On Double 11 this year, Tmall released the Double 11 Carbon Reduction Plan, launched a green venue for the first time, launched 500,000 green goods, and issued 100 million yuan of green consumption subsidies. According to the data, more than 2.5 million people purchased green goods during the Double 11 period; according to the Cainiao Carbon Calculation Information System, since November 1, including the use of electronic face sheets, original box delivery, packing algorithms, green recycling and mailing behaviors at the station, a total of 1.095 billion green behaviors have been generated, and Cainiao Green Logistics has achieved carbon emission reduction of 18,000 tons; Jingdong Logistics has achieved carbon emission reduction of 18,000 tons by using reduced packaging, circular packaging and recycled materials, new energy vehicles, photovoltaics, and smart equipment. Achieved carbon reduction of 26,000 tons, of which 11.35 million times recycled packaging was used, and 3,400 tons of disposable waste were reduced.
The role of the digital economy in narrowing the regional development gap has also been reflected in this year's Double 11. The growth in agricultural sales in the Midwest is particularly impressive. Tmall data shows that the sales of agricultural products in 12 western provinces increased by 20% year-on-year, the e-commerce sales of 60 key counties for rural revitalization increased by 44.2% year-on-year, the sales of agricultural products increased by 24.8% year-on-year, and the e-commerce sales of 832 poverty-alleviated counties increased by 28.8% year-on-year. During the 11.11 period of Jingdong, the output value of agricultural products exceeded 30 billion yuan, covering more than 5 million farmers. Among them, the overlord crab in Suqian, Jiangsu Province, achieved a sales increase of 600 times year-on-year, and the sales volume of Guizhou Xiuwen Kiwi Fruit Industrial Belt increased by 10 times year-on-year.
At the same time, 411 small and medium-sized brands Tmall Double 11 achieved a new leap forward. As of 0:45 on November 11, there were 411 small and medium-sized brands with a turnover of more than one million last year, and this year's sales exceeded 10 million; and 40 brands with a turnover of tens of millions of yuan last year's double 11 exceeded the 100 million yuan mark in this year's double 11. Among them, there are not only a large number of popular domestic brands such as Huawei and Hongxing Erke, but also international brands such as Apple and L'Oréal. Long-established brands such as Baijiling and Huili, as well as new brands such as Banana Nei and Tianke, have also ranked among the top 100 million in turnover.
Xin Lijun, CEO of Jingdong Retail, said on the day of Double 11 that while the outside world is paying more attention to the sales figures, for JD.com and the industry, more attention is paid to the increasingly strong and sustained upward force behind this. As a new type of entity enterprise with both physical genes and digital technology, JD.com is willing to be a spokesperson for consumers, a good partner for brand merchants and small and medium-sized enterprises, and a practitioner of rural revitalization.
On the afternoon of November 11, Chui Xue, vice president of Tmall Business Group, said at the Double 11 media communication meeting that growth quality and social value are the most important goals that Tmall Double 11 pays attention to. Compared with data, Tmall pays more attention to the improvement of consumer and business experience, as well as a healthier business ecology.
Putting aside the data, the background color of this year's double 11 is "warm". Not only is Tmall and 7 brands jointly launched the "One Shoe Program", which breaks the industry practice and provides services for people with disabilities to buy only one shoe. On the day of the opening of the double 11 pre-sale, the public welfare baby project that was born for 15 years was fully upgraded. This year's Double 11 public welfare baby donation will focus on helping three major people in distress: providing public welfare insurance for the main labor force of families in underdeveloped areas, helping children in the depths of the mountains to find "child companion mothers", and providing loving lunches for the elderly in distress.
Double 11, which no longer competes with "digital", is not only a traditional business carnival, but also a tour of China's new economy, new consumption and new brands, and also a concentrated display of corporate social responsibility.
Just like the previous review wrote - Double 11 in 2021, a new starting point is in front of everyone, which prompts the business world to create new opportunities with stronger motivation, new consumption, new space, new vitality, and do everything possible to seize the future.
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