On November 5, Tmall Double 11 released the green merchant ranking for the first time. From November 1 to 3, the first wave of double 11 began to buy, and the transaction amount of green goods of 48 merchants exceeded 10 million. During the first wave of Tmall Double 11 sales period, green and low-carbon consumption ushered in a red start.
Double 11 ushered in the peak of green consumption
The first stage of Double 11 ushered in the peak of green consumption, behind which is actually the awakening of consumers' overall green and low-carbon consumption awareness. In the first hour of the sale at 0:00 on November 1, consumers bought more than 25,000 water-saving toilets, roughly calculating that they could save about 225 tons of water a day. Within 9 hours of the sale, more than 120,000 green appliances were bought. From the perspective of carbon reduction contribution value, in the green venue, the washing machine sold is expected to reduce carbon by 345 tons, the air conditioner is expected to reduce carbon by 260 tons, and the refrigerator is expected to reduce carbon by 194 tons.
It is reported that many merchants in the home appliance industry have been shortlisted for the green business rankings. After years of green energy-saving education in the home appliance industry and the implementation of various new energy efficiency standards, both brands and consumers have put green and low-carbon in their hearts when producing and purchasing.
"Now consumers are paying more and more attention to the account of green energy saving when purchasing home appliances." For example, Sun Hao, the store of Haier's official flagship store, said that an air conditioner looks at the price, the cabinet is about 1,000 yuan, and the hanging machine is more than 300 yuan, but counting the green account of energy efficiency, the first level of energy efficiency compared to the third level of energy efficiency, a year can save hundreds of dollars in electricity costs, and it is more cost-effective to use it for five or six years. "The general trend of the whole industry is to save electricity and save energy, and the proportion of first-class energy efficiency products in our stores is getting higher and higher."
During the Double 11 period, in order to encourage consumers to buy green home appliances, ant forest energy was also donated, and the maximum amount of 18400g was obtained. It is expected that after the purchase is confirmed, the cumulative reduction of carbon emissions by consumers can correspondingly obtain 1083 tons of ant forest energy, generating a large number of "energy households". This energy is equivalent to planting 58,838 shuttle trees.
Green supply and green consumption achieve mutual success
On October 27, Tmall Double 11 launched the first green venue, covering four major industries of food, home improvement, power consumption, mother and baby, a total of 500,000 products, more than 2,000 merchants participated. On November 2, Tmall also initiated the establishment of the "Green Merchant Alliance" with 14 brands, and jointly issued the "Green Merchant Alliance Proposal".
Green production has become the active choice of many Tmall merchants. For example, the underwear brand Aimer has used photovoltaic power generation in factory production, the home appliance brand Haier Has Park has fully achieved carbon neutrality, Chery qq ice cream has built a digital lighthouse factory, and the women's clothing brand Zhihe has achieved 94% of the re-digestion of severed cloth.
The green energy saving and low carbon of the product itself is also the focus of many businesses. The products of the water purifier brand Birande use low-consumption carbon materials, the bathroom brand Jiumu has doubled its water saving after the technical upgrade, the lighting brand Seaton has an international patent in green building lighting, and the new energy brand Xiaopeng has achieved 100% reuse of recyclable solid waste.
In the view of Zheng Liqing, head of the Tmall Double 11 project, green supply and green consumption have achieved mutual achievements, "In recent years, the domestic green consumption trend has become more and more obvious, and the platform linkage merchants have gone further in green carbon reduction, which is not only a response to the double carbon policy, but also an inevitable choice to conform to consumer trends, in line with consumers' yearning for high-quality life." ”
Next, in the second wave of pre-sale of Double 11, all the products in the "Green Venue" can still be stacked with the "full 100 minus 100" or "full 100 minus 10" green shopping coupons on top of the discount of "200 minus 30". Taobao search for "green double 11" to enter.
At the same time, in order to encourage the production and sale of green and low-carbon products, during the Double 11 period, Tmall and the Online Business Bank provided the "Green 0 Account Period" service, which was extended for half a month on the basis of the Double 11 "Delivery is to Advance payment" for the eight categories of green goods that have passed the certification.
Figure: Tmall puts forward the green and low-carbon consumption proposition for the first time (courtesy of Ali)
I have to say that double 11 has come to the 13th year, which is not only a consumption field, but also a carbon reduction test field. "Because the e-commerce platform connects consumers at one end and the merchants at the other end, it has the natural advantage of promoting green consumption and can effectively promote the green supply chain of the whole life cycle of the product." In the view of Professor Jin Min of the School of Environment of Renmin University, "in the face of Double 11, there is a green consumer market worthy of being leveraged, which is a very influential and social work." ”
At the Wuzhen Internet Conference held at the end of September, Alibaba Group's Chairman and CEO Daniel Zhang announced Alibaba's two major strategies around social responsibility – "esg (environment, society, corporate governance)" and "contributing to common prosperity". Among them, green and low carbon is an important part of ESG.
A low-carbon double 11 session will become an important step in the construction of a green and sustainable business ecology, but it is only a small step in the green and low-carbon ecosystem. Next, as an Internet platform, Alibaba will work with merchants and consumers to jointly "carbon" a better life.
Source: China News Network