“双11”7600亿新纪录意味着什么？_老虎社区_美港股上老虎

“双11”7600亿新纪录意味着什么？

中国企业家杂志2020-11-12

从今年围绕“双11”的商业促销活动看，“双11”不仅是电商平台的“盛宴”，更是实现了线上线下融合，赋能传统制造业。中国再次向世界展示了强大的消费动能！11月1日0时至11月11日23:59，2020年天猫“双11”成交额达到4982亿元，京东“双11”累计下单金额超过2715亿元，均再次创下销售规模新纪录。与此同时，苏宁易购、拼多多等电商平台都创造了不俗的销售业绩。每年的“双11”是观察中国...

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区块链猛虎
·2020-11-14
数字而已，数学家眼里的童话世界，MCN的盛宴，中小企业的眼泪。
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再三婉拒刘亦菲
·2020-11-12
意味着从11月1日起开始算了
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nissy
·2020-11-12
还以为退货刷单的人太low
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galaxy
·2020-11-12
意味着明年的“双十一”要从1月1日就开始计算了[开心]
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2
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真的英雄
·2020-11-12
何必造假数据，掩耳盗铃吗
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3
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T20211222002
·2020-11-12
下半年经济有多差没点币数？
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1
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Hbwen
·2020-11-12
几千亿存在马云这至少7天，这产生多大利润
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活玖
·2020-11-12
有多少是借贷消费
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haidaer
·2020-11-12
意味着有一大半退货薅羊毛党，注水严重的问题越来越严重，夜猫子越来越多，没钱的日子不好过而且都是省钱的主儿。
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mean?","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/4592bbae46f73d2fe79a92e29888b53a","symbols_score_info":{"09618":0.9,"09988":0.9,"BABA":0.9,"JD":0.9},"content_text":"从今年围绕“双11”的商业促销活动看，“双11”不仅是电商平台的“盛宴”，更是实现了线上线下融合，赋能传统制造业。\n\n中国再次向世界展示了强大的消费动能！11月1日0时至11月11日23:59，2020年天猫“双11”成交额达到4982亿元，京东“双11”累计下单金额超过2715亿元，均再次创下销售规模新纪录。与此同时，苏宁易购、拼多多等电商平台都创造了不俗的销售业绩。\n每年的“双11”是观察中国消费实力的一个重要窗口。当前，我国正加快构建以国内大循环为主体、国内国际双循环相互促进的新发展格局。“双11”的巨额成交数字印证了构建新发展格局的现实基础，也让我们看到了消费格局的变化，以及我国经济的韧性与活力。\n新变化彰显消费复苏\n今年的“双11”来得更早一些。京东宣布2020年“双11”于10月21日正式开启，为期22天。同样，2020年天猫的“双11”也从10月21日开启预售，并都采用了两波售卖期。\n“分流加差异化是今年‘双11’最大的改变。”中南财经政法大学教授、数字经济研究院执行院长盘和林接受经济日报记者采访时说，这相当于将“双11”的“战线”拉长了，或者说分流了“双11”的购物人群。分流的效果非常明显，许多品牌在第一轮预售中的销售额便超过了去年“双11”整日销售额，并且带来了物流效率的显著提升。同时也表明，电商平台的服务越来越贴合消费者的需求。\n国际关系学院公共管理系教授储殷认为，拉长“双11”的销售周期，使消费行为更理性也更具可持续性，有助于商家建立、加固与用户的黏性，实现疫情后业绩的修复。\n拉长周期的同时，优惠方式也变得更简单。比如，天猫平台以超300亿元的现金补贴等方式，代替了过去的购物津贴等玩法，打折商品数量达1600万款，是去年的1.6倍。淘宝、京东平台商品页面“预估到手价”的设置使消费者一目了然。\n拉长“双11”的销售周期，使消费行为更理性也更具可持续性。摄影：邓攀\n对此，中国电子信息产业发展研究院世界工业研究所人工智能研究室主任王哲分析，今年的新冠肺炎疫情对线下门店造成了较大冲击，电商在消费中承担了更重要的角色。电商通过更直接的打折促销、更长的消费决策周期，可以显著提升消费者对自身平台的黏性。“今年‘双11’是对恢复性消费平稳释放的接纳，是国内消费内循环预期改善、刚性消费需求上升的体现。”王哲说。\n消费升级趋势明显\n今年的“双11”相关数据显示，消费者正变得更为理性。正如众诚智库高级副总裁吕立平所言，消费升级催生出了“精研型消费者”，他们不仅关注产品的“精致实用”，还精于研究产品的成分、原产地等。近九成消费者更愿意把钱花在“刀刃上”，并由此成为“消费专家”。\n“双11”的消费变化体现了消费升级的大趋势。\n高端商品受到青睐。据统计，在京东平台，11月11日开场5分钟内，高端大米成交额同比增长15倍，有机大米成交额同比增长20倍，有机奶成交额同比增长50倍，高端婴幼儿奶粉增长16倍。\n新品牌呈现象级爆发。仅在11月1日当天，天猫平台357个新品牌摘下了细分品类的销售桂冠，1800多个新品牌成交额超越去年“双11”全天，94个新品牌增长超过10倍。\n进口商品热度不减。10月21日至11月1日期间，银泰百货诞生了26个销售超过100万元的“爆款单品”。受疫情影响，消费者无法走出国门，以腕表、美妆为代表的高端消费也回来了，在银泰分别增长了91.2%、92%。\n农村市场出现了最大增量。借助遍布全国的电商配送体系，中小城市和乡村用户成为新的消费主力，随着消费升级，农村市场已是“双11”的重要舞台。今年“双11”，各大商家纷纷瞄准农村市场，如京东专门针对下沉市场发售超2亿件5折商品、超3亿件新品。在京东“双11”预售阶段，农村市场预售订单额同比增长达到126%。\n“双11”也成为国内外商品流通循环的平台。迪拜一家名叫Camelicious牧场自天猫“双11”预售开启以来，其海外旗舰店驼奶销量呈爆发式增长。\n盘和林表示，在疫情背景下，许多国际厂商瞄准中国市场，希望借力中国市场渡过难关，一些国际品牌的首发都选择了此次“双11”。未来，随着中国消费力量的进一步崛起，中国市场或将成为国际品牌角逐的“战场”。\n有效增强经济韧性\n从今年围绕“双11”的商业促销活动看，“双11”不仅是电商平台的“盛宴”，更是实现了线上线下融合，赋能传统制造业。层出不穷的新模式助推传统产业转型升级，有效增强了中国经济的韧性。\n“这背后是技术进步赋予的消费新动能。”王哲认为，支付工具已经全面升级为数字生活大平台，从数字支付扩大到同城服务，并将带动线下消费进一步恢复升级。比如，今年“双11”，基于数字化动态变价系统，在便利蜂线下门店，促销、打折已是常态化操作，消费者每天进店都能收获不一样的折扣。\n新的消费场景打开了新的增长空间。今年，有210万个线下商家参与天猫“双11”，天猫超市、盒马、饿了么、银泰、大润发……阿里新零售的长期耕耘，形成了覆盖海量消费者的新生活圈。消费体验被重塑，更多的行业领域加速拥抱新一波数字化红利。\n互联网平台作为产业链条中的重要环节，发挥技术优势和直面消费终端的优势，赋能产业链，畅通供应链。依托于电商平台的大数据和智能供应链，联手制造企业打造的定制类商品颇受欢迎。11月11日开场15分钟内，入选京品家电“爆品标杆计划”的产品成交额就突破1亿元。\n此外，“双11”中的“互联网+产业带”也是一大亮点，产业带数字化不仅为不同产业、不同层级的商家带来了新的增长点，还加速了传统产业结构的转型与升级。例如，今年“双11”期间，京东旗下社交电商平台京喜，深入全国180多个产业带，通过工厂直供、产地直发模式，在超级百亿补贴的助力下，“双11”首日订单量同比增长160%。\n拉长时间、放缓节奏、推陈出新。“今年‘双11’使得产业链、供应链、物流链得以深度喘息，为生产制造、市场流通创造时间窗口，有助于让内循环更好发力，未来还将带动国内外生产、物流、消费需求的恢复和市场格局的重塑。”王哲说。","kind":"news","is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":304726399,"gmtCreate":1605293011511,"gmtModify":1703837407232,"author":{"id":"3566874131555065","authorId":"3566874131555065","name":"区块链猛虎","avatar":"https://static.tigerbbs.com/f7abfa27cb139d000a59182a293f8347","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"3566874131555065","authorIdStr":"3566874131555065"},"htmlText":"数字而已，数学家眼里的童话世界，MCN的盛宴，中小企业的眼泪。","listText":"数字而已，数学家眼里的童话世界，MCN的盛宴，中小企业的眼泪。","text":"数字而已，数学家眼里的童话世界，MCN的盛宴，中小企业的眼泪。","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/304726399","repostId":1121900707,"repostType":2,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":304100623,"gmtCreate":1605168408262,"gmtModify":1703836503470,"author":{"id":"3511121417123433","authorId":"3511121417123433","name":"再三婉拒刘亦菲","avatar":"https://static.tigerbbs.com/f9e07b402185b6e6998ee654cab7af81","vip":1,"crmLevel":5,"crmLevelSwitch":0,"idStr":"3511121417123433","authorIdStr":"3511121417123433"},"htmlText":"意味着从11月1日起开始算了","listText":"意味着从11月1日起开始算了","text":"意味着从11月1日起开始算了","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/304100623","repostId":1121900707,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":304377700,"gmtCreate":1605168121300,"gmtModify":1703836502781,"author":{"id":"3479819011707750","authorId":"3479819011707750","name":"nissy","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"3479819011707750","authorIdStr":"3479819011707750"},"htmlText":"还以为退货刷单的人太low","listText":"还以为退货刷单的人太low","text":"还以为退货刷单的人太low","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/304377700","repostId":1121900707,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus"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没点币数？","listText":"下半年经济有多差 没点币数？","text":"下半年经济有多差 没点币数？","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/304376330","repostId":1121900707,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":304371817,"gmtCreate":1605164920939,"gmtModify":1703836492884,"author":{"id":"3557441995443761","authorId":"3557441995443761","name":"Hbwen","avatar":"https://static.tigerbbs.com/01d25e0cc29a67de031bdf2427f8c2e6","vip":1,"crmLevel":2,"crmLevelSwitch":0,"idStr":"3557441995443761","authorIdStr":"3557441995443761"},"htmlText":"几千亿存在马云这至少7天，这产生多大利润","listText":"几千亿存在马云这至少7天，这产生多大利润","text":"几千亿存在马云这至少7天，这产生多大利润","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/304371817","repostId":1121900707,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":304373828,"gmtCreate":1605164489564,"gmtModify":1703836491329,"author":{"id":"3522556629737529","authorId":"3522556629737529","name":"活玖","avatar":"https://static.tigerbbs.com/d20196af04209daac9a594bcbdb5c0ae","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"3522556629737529","authorIdStr":"3522556629737529"},"htmlText":"有多少是借贷消费","listText":"有多少是借贷消费","text":"有多少是借贷消费","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/304373828","repostId":1121900707,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":304373101,"gmtCreate":1605164442203,"gmtModify":1703836490984,"author":{"id":"3519057056946868","authorId":"3519057056946868","name":"haidaer","avatar":"https://static.tigerbbs.com/6ab70f5ec6d17542afcb4c34d25c553f","vip":1,"hat":"https://static.tigerbbs.com/0206e77c664ff62fedc2875e590df9c9","crmLevel":1,"crmLevelSwitch":0,"idStr":"3519057056946868","authorIdStr":"3519057056946868"},"htmlText":"意味着有一大半退货薅羊毛党，注水严重的问题越来越严重，夜猫子越来越多，没钱的日子不好过而且都是省钱的主儿。","listText":"意味着有一大半退货薅羊毛党，注水严重的问题越来越严重，夜猫子越来越多，没钱的日子不好过而且都是省钱的主儿。","text":"意味着有一大半退货薅羊毛党，注水严重的问题越来越严重，夜猫子越来越多，没钱的日子不好过而且都是省钱的主儿。","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":3,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/304373101","repostId":1121900707,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"}],"hasMoreComments":true,"newsSizeData":{"likeSize":21,"commentSize":9,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false}}