Reborn on the Internet: Starting with Games

Chapter 522 Jingdong Double Eleven

This time, with Chen Hao's intervention, JD.com's first e-commerce shopping festival in November 2008 came slightly earlier than Taobao in 11.

At present, the e-commerce field has a market size of approximately RMB 50 billion for the whole year. Taobao occupies about 500% of the market share, with sales of more than 30 billion yuan so far. Jingdong Mall’s share is nearly 300%, which is less than 10 billion. As for Tencent’s Paipai, living in the shadow of Taobao, its market share is only about %, and the rest divide the remaining market.

Even so, JD.com’s development in the past two years has already exceeded the original gambling agreement.

Chen Hao knew that as soon as the e-commerce festival was launched, other merchants would immediately follow suit, and the timing of the first big move was an excellent opportunity to narrow the gap between them.

At the beginning of November, Jingdong Mall did not have any forward swing to test the reality. As soon as it came up, it opened up and output wildly.

In just a few days, JD.com’s business department signed a new short-term cooperation agreement with thousands of well-known domestic and foreign brands.

On November 11, it was officially announced that November 3 would be the "Jingdong Shopping Carnival" that day to create low-priced products across the entire network, with full discounts, lottery draws, consumption coupons, and various benefits in increased doses, all of which were fully booked.

And it emphasizes that "low prices on the entire network, only for 1 day, if you miss it, wait another year!"

Various website advertisements, TV marketing, bus bodies, stop signs, and large square screens all cost hundreds of millions of yuan in advertising expenses in just ten days.

The slogan "The biggest discount in history, JD.com is at home" can be seen everywhere. Online and offline advertising is placed in an all-media matrix, which can be called fire coverage without blind spots.

The result of the overwhelming publicity is that netizens all know that Jingdong Mall will have a promotion on November 11, and ordinary people who do not use the Internet also know that there is an online store called Jingdong Mall, which sells goods.

The whole network is crazy

Comrade Liu Qiangdong also burst out with unprecedented enthusiasm to personally manage this battle. He was very excited. As expected, there will always be surprises when following Mr. Chen.

He is confident that JD.com can deliver an answer that satisfies all parties.

As Double 11 approaches, JD.com’s daily turnover has shown a clear upward trend.

At the same time, netizens with online shopping needs are waiting for the arrival of Double 11, which has affected the sales of other e-commerce platforms to varying degrees.

Not to mention anything else, the lowest price of a Bosdeng brand down jacket on Taobao is 359 yuan, while on JD.com’s Double Eleven day it is priced at 299 yuan. If you add discounts such as full discounts and platform coupons, you can get it for just over 200 yuan. .

This is less than 40% off. This is only a few hundred yuan of clothing. If the price of home appliances is several thousand yuan, the discount will be even greater.

There are also shit luck activities that focus on character such as you place an order and I get it for free, clear the shopping cart, and so on.

How could it not arouse the expectations of the entire network when it is so affordable?

July 11, night.

In Century Zongheng Industrial Park, the Jingdong Building is brightly lit and all employees are ready.

Business-related personnel, warehouse workers, and courier boys across the country are like soldiers waiting for the charge, waiting for the zero-hour charge to sound.

Hundreds of millions of yuan worth of promotion has attracted the attention of the entire network. All Jingdong engineers are facing a formidable enemy. They know what a huge traffic impact will come when Zero Hour comes, and they are not sure whether they can withstand this wave of impact.

Although complete technical preparations have been made, such as server expansion, traffic migration, load balancing and other optimization measures, no one can guarantee that there will be no problems.

The probability of success and failure is always 50%.

Therefore, Liu Qiangdong led the technical team to sit at the base camp, with various data displayed on large screens in front of them, and all engineers were busy in front of the computers making final preparations.

This is both the combat headquarters of JD.com and the live broadcast hall of YY. Hundreds of thousands of netizens stayed up most of the night watching this unique live broadcast.

Two days ago, when he heard Chen Hao talking about going live, Liu Qiangdong was a little uneasy about whether he should play such a big game. After all, if something goes wrong, a small problem can turn into a big one.

But with the boss being so determined, Liu Qiangdong gritted his teeth, and Boss Mader wasn't even afraid. He was scared to bits.

As a result, when the time approached midnight, Liu Qiangdong secretly wanted to scold his mother. Now his palms were sweating, and he felt hot and cold for a while. He was feeling the different world of ice and fire. He was both looking forward to it and nervous, but he still had to show calmness on the surface. side. But he had a vague feeling that JD.com would turn a new page tomorrow.

Although Chen Hao was not at the scene, he did not go home either. Instead, Mao was in his office, watching the live broadcast as a special audience.

Looking at Dongzi in the live broadcast, he drank water for the third time in 5 minutes, and he wanted to laugh.

As he spoke, he took out his cell phone and made a warm call to the other party, "Don't panic, Dongzi, I'll stand behind you and that's it!"

Dongzi in the picture trembled and covered his mouth, "Damn, I'm not interested in men!"

However, being interrupted by Chen Hao, Liu Qiangdong felt much more relaxed.

The countdown is on, zero o'clock is coming!

The zero o'clock bell sounded like a charge,

Go ahead~

Countless buyers clicked the payment button in the shopping cart.

Many JD.com users who were a little slow in making payments found scenes they had never encountered before appearing on their computer monitors.

When will Century Pay still need to queue up? They looked at the queuing countdown of more than thirty seconds above and fell into deep thought.

The big screen in the middle of the JD.com live broadcast hall just froze slightly, and the numbers on it began to run away like a wild horse.

In one minute, the transaction volume exceeded 1 million.

In 10 minutes, the transaction volume exceeded 5 million.

In 21 minutes, the transaction volume exceeded the 1 million yuan mark.

In one hour, the turnover data was fixed at 1 million.

That night, no one could sleep at all the merchants participating in Double Eleven.

The popularity greatly exceeded their expectations. Although JD.com has repeatedly emphasized stocking up, they prepared according to the estimate of two or three times the usual quantity.

But when it went on sale, it was discovered that the buying enthusiasm of the broad masses of people had been underestimated.

It was simply a critical hit plus explosive damage, which would make everyone panic.

On the one hand, supply sources were collected offline and emergency shipments were made, while on the other hand, the delivery time setting was quickly adjusted in JD.com’s backend.

During the day, many JD users discovered that the delivery time of some brand merchants had been delayed to 3 days.

This is the first time that JD.com has experienced slow delivery.

However, under the premise of such a preferential treatment, people's tolerance has been greatly improved. Let's take it slow. Who makes it so much cheaper?

On the night of Double Eleven, some stores finally couldn't bear it and "closed" first because the delivery cycle was already 7 days later. According to the regulations of the JD.com platform, it had reached the longest delivery period. This was also a helpless choice because there was nothing to sell.

It's not that they are weak, it's that their parents are too cruel.

On November 11, JD.com issued a long battle report.

"In 24 hours, 911 brands participated, the transaction volume exceeded 83 million, and the transaction volume was billion.

Jingdong Mall, thank you! "

(End of this chapter)