The first wave of express delivery peak is coming! In the first hour of the opening hour of Tmall Double 11, more than 2600 brands were traded more than last year.12

Reading Chuang / Shenzhen Business Daily reporter Chen Shu

At 00:00 on November 1, the first wave of Tmall Double 11 was officially launched, and consumer enthusiasm broke out in an all-round way.

1 minute, Wuling Hongguang super last year's full day; 4 minutes, Apple mobile phone more than last year's full day; 5 minutes, Xiaopeng Automobile super last year's full day; 38 minutes, vivo super last year's full day; 49 minutes, Winona super last year's full day; 1 hour, Lin's wood industry super last year's full day... According to incomplete statistics, in the first hour of sale, the turnover of more than 2600 brands exceeded the whole day of last year. "A whole day last year, this year it only takes an hour, the explosive power is quite OK!" The heads of a number of brands said that the performance of Tmall Double 11 transactions this year exceeded expectations.

The performance of domestic brands is particularly eye-catching. Hongxing Erke, Wuling Automobile, Xiaopeng Automobile, Winona, Yun Whale, Tim Ke, Lin's Wood, MuGaodi, Huili, Banana, Chu Orange, Fang Huichuntang, Peacebird, Bosie and other domestic brands exceeded last year's all-day sales in 1 hour.

"2 minutes and 38 seconds caught up with the first hour of last year's double 11, and 30 minutes caught up with the sales of last year's double 11 all day. It doesn't matter if we're small, we're trying. Just after 1 a.m., Henan merchant Li Ke excitedly posted the store record, and this year is the second time he led the team to participate in Double 11. Strong consumption also makes some brands painful and happy, and the biggest sigh of Zhang Xiaolin, founder of CATLINK, a brand in the pet field, is that the most painful thing about double 11 is that it will soon be sold out. His store's turnover in the 8th minute exceeded the total turnover of last year.

Previously, the "2021 "Double Eleven" Prospective Report released by global consulting firm AlixPartners showed that half of the consumers surveyed expected to spend more than 3,000 yuan on "Double Eleven" this year. According to the "2021 Brand Enterprise Double Eleven Promotion Insight Report" released by Ebang Power, more than half of the brand merchants are expected to trade more than 10 million yuan this year, of which 13.16% are estimated to be more than 100 million yuan.

It is reported that this year's Tmall Double 11 has continuously launched new features for consumers, which not only reduces the threshold for making up a single order: it becomes a full 200 minus 30, but also launches a one-click sharing shopping cart and sets up an exclusive venue for silver-haired people. This year, Tmall Double 11 maintains a "double knuckle stick" rhythm, and you can buy two waves: the first wave from November 1 to 3, and the second wave on November 11. Consumers who place the first wave of orders can receive the goods 10 days in advance.

In addition, in order to help low-carbon double 11, in view of the key link of green logistics such as express packaging recycling, this year's double 11, Cainiao and Tmall jointly launched 60,000 cainiao station to issue 7.5 million eggs to stimulate packaging recycling, 10,000 cainiao station pilot old packaging recycling project, and launched the "personal carbon reduction bill", joint media and all sectors of society jointly launched the "green partner" action, to encourage and promote express packaging recycling to the greatest extent, so that green recycling becomes a new social trend.

During the Tmall Double 11 period, six Cainiao logistics parks located in Jiading, Wuhan Jiangxia and Huangpi, Dongguan Qingxi, Hangzhou Xiasha and other places all used clean energy to generate electricity. Taking Shanghai Jiading Cainiao Park as an example, the total power generation capacity of the park has reached 3.3 million degrees in the past year, and if coal is burned to generate so much electricity, the carbon dioxide generated will need 480 trees to absorb for a whole year. Today, Jiading Park not only achieves self-sufficiency in electricity, but also can transmit 1 million kWh of green electricity to the Shanghai municipal power grid every year.

The annual Tmall Double 11 is also a time when cross-border e-commerce parcels are soaring. During the Tmall Double 11 period, Cainiao's global parcel network is expected to reduce nearly 20 million terminal deliveries through intelligent order combination technology, taking Germany as an example, if consumers can complete the order with 5 packages, compared with the one-by-one delivery of a single package, the carbon emissions in terminal distribution can be reduced by about 80%.

In order to call on consumers to participate in express packaging recycling, Cainiao and Tmall have laid another 13,000 green recycling boxes, and 500,000 fresh eggs are prepared every day from November 1 to 15 to give to the environmental protection crowd of recycled express boxes. In addition, 10,000 rookie stations in 20 cities across the country will also try to pilot the "old packaging circular mailing" to run through the circular mailing closed loop.

Express packaging recycling requires the broadest level of social participation, green low-carbon, green recycling should also become a new social trend. In order to promote consumers to practice green behavior, Cainiao has also recently launched a new feature - consumers can search for "express packaging recycling" in the HandTao and Cainiao APP to enter the Tmall Double 11 green interactive page, in addition to participating in the "Express Packaging Recycling National Egg Collection" activity, you can also view the personal carbon reduction since November 1, 2020, post your "green logistics footprint", and become a "green partner".

Review: Yu Fanghua