Live Shopping Blowout: Rookies In Pairs 11 "Secret Weapons"

What efforts has Alibaba made in order that consumers can receive the booty of double 11 "chop hands" in ten minutes?

In 2020, Alibaba tmall double 11, which has been held for 12 times, divides the shopping festival into two waves for the first time, turning "singles day" into "nunchakus". Finally, the turnover of Alibaba's tmall double 11 in 2020 remained at 498.2 billion. Jiang Fan, President of Taobao tmall, disclosed to the media that, compared with the same period and caliber, Gmv during the double 11 period this year increased by 103.2 billion, or 26%, compared with the same period last year. This is the highest growth rate in the past three years.

Although the festival time has been extended, the delivery time has been constantly shortened: only 10 minutes after the official launch of the new iPhone 12 series, Ms. Fang in Shanghai received the new machine purchased and sent by tmall in the same city, becoming the "first person of iPhone 12" in China.

Alibaba rookie data shows that from November 1 to November 3, the entire logistics order was signed 24 hours ahead of last year. In terms of logistics rules, this year's rules have also been adjusted. All businesses need to send packages within 48 hours.

Such measures have been effective. In terms of data, at 23:00 on November 11, the number of real-time logistics orders in the global carnival season of tmall double 11 in 2020 will exceed 2.25 billion, which is approximately equal to the total of China's express delivery volume in 2010. Then, in the early morning of November 12, according to rookie data, the total real-time logistics orders of tmall double 11 global carnival season in 2020 reached 2.321 billion.

Pu Shi, commander-in-chief of tmall's double 11 rookie in 2020, owes such achievements to the acceleration of digital logistics.

In the view of the world, e-commerce has become the most common way of shopping. At present, the automatic assembly lines of distribution centers of express delivery companies have reached 6000 kilometers. Only the wide application of heavy warehouse automatic sorting can make the packages of rookies more smooth in the whole circulation area and circulation link. It is also based on this, in the express delivery with a large number of orders increasing at the same time, its performance speed is also faster and faster.

Hangzhou, rookie post station brush face delivery scheme is easy to operate, second response, is leading the new experience of express service. Visual China

"New infrastructure" behind live broadcasting room

In recent two years, the blowout development of live shopping has become the most noticeable trend in the e-commerce industry. The reporter of 21st century economic report found that in the live broadcasting room of Weiya and Li Jiaqi, "delivery of rookie warehouse" is a frequently mentioned consumer interest point. For consumers, compared with ordinary express delivery, rookie warehouse delivery means more stable delivery time, so it is favored by big brand businesses.

In the live studio of Taobao tmall, Taobao anchors such as Wei Ya, Li Jiaqi, lieerbei, and the brand merchants behind them have reached cooperation with the rookie supply chain.

According to incomplete statistics, on November 11 this year, the popular products sold in the studio included SK-II Shenxian water, Shiseido, Lancome, Vaseline, Lanzhi, Ponzi, yayang, huaxizi, Nestle, aitamai, Braun, coach, as well as Norwegian seal oil, British rectus abdominis repair instrument, US private oral capsule, Canadian cat food, Australian milk powder, Japanese snake venom eye patch and Korean ginseng , Thai bird's nest, Morocco hair care essential oil and other thousands of high-frequency, popular domestic and foreign commodities.

Double 11 is not only the peak of e-commerce flow in a year, but also the "big test" of the supply chain behind e-commerce. In order to cope with the demand of e-commerce live broadcast after the outbreak of this year's epidemic, the rookie supply chain conducted in-depth research on live e-commerce. After the investigation, the team members found that for businesses, the supply chain of live e-commerce has three major pain points:

One is that the sales volume of live delivery is uncertain, so it is impossible to predict the sales volume, which leads to the inability of businesses to make supply chain planning and to prepare goods blindly. Either the shortage of stock leads to loss, or too much stock occupies the production capital and increases the storage cost; the second is that the delivery of live broadcast often breaks out irregularly, disrupting the operation rhythm in the warehouse, and the delivery timeliness is unstable, which leads to the instability of the receiving time of consumers; the third is that the direct broadcast e-commerce has high marketing cost and low gross profit, and the business is sensitive to the logistics cost and is sensitive to the stable and low-cost The demand of supply chain service is urgent.

In fact, with the rapid development of live e-commerce, the frequency of consumers' complaints about wrong delivery, missing delivery and high return rate is still high. The reason is that the daily sales mode of e-commerce is spot sales. In the peak flow period of double-11, goods need to be prepared and transferred, which is the biggest test of transportation capacity and logistics coordination ability.

With the addition of live delivery mode, the daily average of several thousand brands may increase to 50000 or even 100000 on the same day. How to fulfill the contract on time? The rookie's answer is "sales forecasting model.".

As the official supply chain of tmall, the rookie supply chain has customized a complete set of "sales forecast model" based on the big data of tmall platform and the algorithm ability of middle platform. First of all, the main factors determining the volume of live broadcast, such as the broadcast information of Li Qiya, Cainiao, and other factors, is to establish the model of the broadcast of the same kind of information, such as the anchor, the price of the live broadcast, and so on. Before each live broadcast, the business only needs to provide the information such as which anchor to select and the commodity price, and the rookie can input it into the prediction model, and then output the predicted sales volume brought by the live broadcast, so as to guide the businesses to accurately prepare goods.

According to the reporter of the 21st century economic report, after the sales forecast model has been formed, in Yiwu, Dongguan and other industrial belt concentration areas, rookies have also established a special "live broadcasting warehouse" for this year's e-commerce live broadcast to solve the problem of difficult delivery.

Specifically speaking, the rookie's "live warehouse" has three characteristics: the close linkage of logistics and business flow, the simplification of operation process in the warehouse, and the low cost. For example, in order to deliver goods quickly in the case of high explosion, there is no need to make an appointment for the storage of rookie live broadcasting warehouse, and the goods will be unloaded as soon as they arrive. The design of the warehouse is also tailored for the delivery of live e-commerce. The storage space is designed to be very small, and the operation space accounts for 60% of the warehouse area, which can meet the needs of fast delivery.

In addition, according to the data provided by rookies, the turf efficiency of rookie direct seeding barn is 5 times higher than that of ordinary warehouse, and the human efficiency is 3 times higher. After the improvement of operation efficiency, the logistics cost is controlled at a lower level, and the overall cost in the warehouse is reduced by more than 40%. In this sense, rookies undoubtedly become the core "new infrastructure" behind the upsurge of e-commerce live broadcasting, which supports the rise of this mode.

Global supply network with both ends and upstream

For the meritorious rookies behind the double 11, terminal distribution and upstream supply chain need "two hands" to achieve a complete logistics closed loop.

In order to jointly promote the pre-sale of the products under the mode of "Jimi express" and "xiaocainiao" to consumers in 2019, the pre-sale products of the two brands are jointly promoted under the mode of "double sales" of DHS and xiaocainiao, which are jointly promoted by the two brands of China Daily Express and the second-generation Cainiao in 2019 During the distribution, transportation, distribution and other pressures of an attempt.

After the launch of tmall double 11 in 2020, rookies continue to use the experience of last year so far, and expand the scope of "super speed" by 10 times. During the period of double 11, pre-sale goods are put to the community post station for the first time. Pu Shi explained that due to the opening up of more social resources and the launch of the sinking strategy of "speed up", this year's tmall double 11, in addition to the direct marketing network of rookies, express companies and other partners have also joined the mode. On the rookie side, this year's strategy is to put logistics experience and consumer experience in the first place. Heavy money and heavy military investment are the evolution form of 2020 rookies "speed up".

As the actor behind the double 11, whether the express delivery is good has always been one of the most concerned topics of consumers. In order to achieve the effect of "cloud supervisor", this year, rookies try to show more entertainment. According to universal, all the logistics nodes in the country are equipped with video monitoring. Consumers can watch the circulation of warehouses including distribution centers in real time through the video website.

An interesting episode is that, as the commander-in-chief of double-11 rookie, Pushi was nicknamed "199" by his friends because a logistics robot was nicknamed "199": in the rookie's automated warehouse, a picking robot named "199" was popular among consumers. Many netizens left messages "199, you can have a rest" and "199 where are my goods" from friends 199, what are you doing recently.

On the other hand, when the products of live e-commerce involve overseas brands, the global network optimization of rookies is also put on the agenda. As overseas brands enter China through e-commerce channels, it involves a large number of domestic and foreign links such as transportation, customs service and storage, so it is more complex to optimize the live supply chain.

At present, there are 26000 overseas brands in tmall international, which challenges the live sales of imported bonded goods for rookies. The link of goods preparation for import bonded goods is long. Goods entering the Chinese market from abroad need to start from the origin, through customs, international trunk lines, domestic transportation, warehousing and other links. The flexibility of goods allocation is not as good as that of pure domestic allocation.

To this end, the rookie has built an intelligent access network covering nearly 200 ports and airports around the world. Through close contact with the customs, the volume of goods and logistics resources are always sufficient. With its digital intelligent scheduling advantages, rookies can efficiently handle emergency needs.

When businesses need temporary replenishment, rookie's approach is to intelligently integrate the temporary stocking demand with the daily stocking demand, so as to ensure the efficiency and cost control of temporary stocking. For example, in a recent live broadcast, a Japanese brand liquid foundation was stored in a warehouse in Hong Kong, so it was necessary to participate in the live broadcast of a head online red. Within 24 hours after receiving the demand, the rookie has completed the customs clearance from Hong Kong, then to Shenzhen, and the full link transfer and transportation from Hong Kong to Ningbo bonded warehouse, which usually takes at least three to four days.

Among the e-commerce infrastructure providers in the whole industry, this seems to be something that only rookies who have been deeply involved in the supply chain can achieve.

The rise of e-commerce live broadcasting represents the era significance of digital transformation of the whole industry and the entry of new retail mode into deep water area. In Alibaba's e-commerce ecosystem, behind the facade of Taobao tmall, as the core channel to deliver goods to consumers, rookies combine logistics with big data, heavy warehouse and software, which is actually the real "secret weapon" behind the record of 498.2 billion in double 11 Shopping Festival.