2021年11月12日零点,一年一度的天猫双11落下帷幕,总交易额定格在5403亿元,相比去年的4982亿元增加了421亿元。

走过13年的天猫双11,依然在稳步增长。

单品方面,滑雪板、户外电源、宠物玩具、考古盲盒与手办、氛围灯、早C晚A、文房四宝、预制菜、洗地机、儿童安全座椅……成为广大消费者的最爱。

At 0:00 on November 12, 2021, the annual Tmall Double 11 will come to an end. The total transaction rating is 540.3 billion yuan, an increase of 41.2 billion yuan from last year’s 498.2 billion yuan.

After 13 years, Tmall Double 11 is still growing steadily.

In terms of single products, snowboards, outdoor power supplies, pet toys, archaeological blind boxes and figures, ambient lights, morning C and evening A, four treasures of the study, pre-made dishes, scrubbers, child safety seats… have become the favorites of consumers.

In terms of age, more than 45% of post-90s and post-00s consumers, especially post-00s, have increased by 25% compared to last year. Every day 1.1 million elderly people use the “elder model” to visit Double 11, and they are among the top three products they like to buy. It’s smart phones, down jackets, woolen jackets, and I prefer to get together to shop online at 7 o’clock in the morning.

In terms of merchants, 290,000 participated in Tmall Double 11 this year, 65% of which were small and medium-sized merchants, industry belt merchants, and new brands, of which 70,000 merchants participated for the first time.

In the first hour of sale, there were more than 2,600 brands whose turnover exceeded that of the whole day on the first day of last year.

As of 23:00 on November 11, the turnover of 698 small and medium-sized brands has increased from one million to ten million; last year, the 78 brands with a turnover of ten million on 11.11 exceeded the 100 million mark this year.

Since the beginning of this year, Taobao and Tmall have successively launched more than 30 support measures for merchants, such as free of charge for merchant operation tools such as business staff, and reduction of credit payment fees, in order to lower the threshold, reduce costs and increase efficiency, and optimize the business environment, at least for Merchants reduced operating costs by about 15 billion yuan.

In terms of brands, 275 new brands have doubled for three consecutive years, and more than 700 new brands have become the first in the sub-category. Tmall’s new brand incubation program supports more than 2,000 new brands this year.

The sales of 220 time-honored brands have increased by more than 100% year-on-year as of 8 o’clock on November 11th. This year, 184 time-honored brands have entered Taobao live broadcast rooms.

Geographically, the sales growth of agricultural products in the central and western regions was particularly impressive. The sales of agricultural products in the 12 western provinces increased by 20% year-on-year, of which Gansu increased by 57.5% year-on-year, and Guizhou increased by 24.4% year-on-year.

On Taobao Tmall platform, e-commerce sales in 160 key counties for rural revitalization increased by 44.2% year-on-year, agricultural product sales increased by 24.8% year-on-year, and e-commerce sales in 832 poverty alleviated counties increased by 28.8% year-on-year.

It is worth mentioning that this year, Tmall Double 11 is still practicing the concept of green and public welfare.

This year, Tmall created a double 11 carbon reduction plan, launching a green venue for the first time, adding 500,000 new green products, and issuing 100 million yuan in green consumption subsidies. Over 2.5 million people bought green products during Double 11.

On the day when the Double 11 pre-sale started, the charity baby project that had been born for 15 years was fully upgraded. This year’s double 11 charity baby donation will focus on helping three people in need: providing charity insurance for the main labor force of families in underdeveloped areas, helping children in the depths of the mountains find “child mothers”, and helping the elderly in trouble Provide loving lunch.

Tmall teamed up with 7 sports brands to launch the “One Shoe” program to provide disabled people with the service of buying only one shoe. For the first time, 98 people had “one shoe” in their shopping orders.

Attached with Tmall Double 11 turnover data over the years-

2021: 540.3 billion yuan

2020: 498.2 billion yuan

2019: 268.4 billion yuan

2018: 213.5 billion yuan

2017: 168.269 billion yuan

2016: 120.7 billion yuan

2015: 91.2 billion yuan

2014: 57.1 billion yuan

2013: 35.2 billion yuan

2012: 19.1 billion yuan

2011: 3.36 billion yuan

2010: 936 million yuan

2009: 50 million yuan

年龄方面,90后、00后消费者占比超过45%,尤其是00后比去年增长了25%,每天有110万老年人用“长辈模式”逛双11,他们喜爱买的商品前三名是智能手机、羽绒服、毛呢外套,而且更喜欢扎堆在早上7点网购。

商家方面,今年有29万参加天猫双11,65%都是中小商家、产业带商家、新品牌,其中7万商家首次参与。

开售第一小时,就有超过2600个品牌的成交额超过去年首日全天。

截至11月11日23时,698个中小品牌的成交额从百万级增加到到千万级;去年双11成交额千万级的78个品牌,今年都突破了1亿元大关。

今年以来,淘宝、天猫也陆续推出了生意参谋等商家运营工具免费、贷记支付手续费降费等超过30项商家扶持举措,以降低门槛、降本增效、优化营商环境,至少为商家降低经营成本约150亿元。

品牌方面,275个新品牌连续3年翻倍增长,700多个新品牌成为细分品类第一名。天猫新品牌孵化计划今年支持超过2000个新品牌。

220家老字号品牌的销售额截至11月11日8点同比增长也超过100%,今年有184个老字号进驻淘宝直播间。

地域方面,中西部地区农货销售增长尤其亮眼,西部12省份农产品销售额同比增长20%,其中甘肃同比增长57.5%,贵州同比增长24.4%。

淘宝天猫平台上,160个乡村振兴重点帮扶县的电商销售额同比增长44.2%,农产品销售额同比增长24.8%,832个脱贫县电商销售额同比增长28.8%。

值得一提的是,今年天猫双11还在践行绿色、公益理念。

今年天猫打造了双11减碳计划,首次推出绿色会场,上新50万件绿色商品,并发放1亿元绿色消费补贴。超过250万人在双11期间购买了绿色商品。

双11预售开启当日,诞生了15年的公益宝贝项目全面升级。今年双11的公益宝贝捐赠善款,将重点用于帮助三大困境人群:为欠发达地区家庭的主要劳动力提供公益保险、帮大山深处的孩子找到“童伴妈妈”、为困境中的老人提供爱心午餐。

天猫联合7家运动品牌,发起“一只鞋”计划,为残障人士提供只买一只鞋的服务,98人的购物订单里第一次有了“一只鞋”。

附天猫双11历年来成交额数据——

2021年:5403亿元

2020年:4982亿元

2019年:2684亿元

2018年:2135亿元

2017年:1682.69亿元

2016年:1207亿元

2015年:912亿元

2014年:571亿元

2013年:352亿元

2012年:191亿元

2011年:33.6亿元

2010年:9.36亿元

2009年:0.5亿元

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