Lapho sikhuluma nge isitolo se-inthanethi esiphumelelayo, impela igama lika-Alibaba kufanele livele ngesikhathi esithile futhi empeleni namhlanje kufanele livele ezindaweni zokuqala. Ngosuku lwama-Singles, i-e-commerce enkulu yaseChina yephule wonke amarekhodi okuthengisa angaphambilini ekuthengisweni kwempahla ebiza u- $ 14.3 billion. Lesi sibalo simangalisa ikakhulukazi, ikakhulukazi lapho umuntu ecabanga ukwehla komnotho waseChina kwaziwa njengokuthinte ukusetshenziswa kwasekhaya. Umfutho ka-Alibaba womcimbi wangoNovemba 11 wakhula waba yi- umcimbi womhlaba jikelele futhi kwahlanganiswa ngokuqinile ngenxa yokusayinwa kwezivumelwano nabathengisi bangaphandle abangaphezu kuka-20.000 XNUMX ukuze bakwazi ukuthengisa imikhiqizo yabo kuzingxenyekazi ezifana neTaobao neTmall.
Ukwehla kweChina kusengathinta
Ngaphandle kwalokhu Irekhodi lokuthengisa lika-AlibabaNgokusho kongoti bezezimali, ukuthengiswa kwe-Singles 'Day okungama-60% akuyona inzuzo emakethe yezitolo eChina. Eqinisweni, ukukhathazeka okukhulu kwesikhathi eside emkhakheni wezohwebo kuqhubeka nokuba nokwehla komnotho. Ngokusho kweSouth China Morning Post, amasheya e-Alibaba ehle ngaphezu kuka-7% kusukela kulo mcimbi oshiwo ngenhla, kanti amasheya e-JD.com nawo afake ukwehla ngo-5% ezinsukwini ezintathu nje kusukela ngoLwesihlanu olwedlule. Kucatshangwa futhi ukuthi yize izibalo ezitholakale ku- Usuku Lwama-Singles beqinile, ongoti bacabanga ukuthi abathengi bebengakhipha izikweletu zezinyanga ezedlule abazokusebenzisa ngalolu suku. Ngaphezu kwalokho, cishe ama-60% we Izinqolobane ezingama-26 ezibhalwe ku-China Stock Exchange kuqophe ukwehla emholweni wabo kulekota yesithathu.
Izibalo zika-Alibaba ngoSuku olulodwa zingase zibe ngaphansi
Yize izitolo zeminyango zithintwe ukuncintisana okuqinile okuvela kwezinye izitolo ze-e-commerce, ukwehlisa amandla izimo ezinkulu nokusebenzisa imali kancane kwabathengi nakho kukhonjisiwe njengesinye sezizathu ezinkulu. Empeleni, Abahlaziyi beDeutsche Bank okukhulunywe ngawo embikweni wokuthi ukuwohloka kwezimo zomnotho omkhulu kusese ukukhathazeka okukhulu ngabatshalizimali be-Alibaba, ikakhulukazi utshalomali lwesikhathi eside. Akugcini lapho, kunenkolelo yokuthi ihlazo lokudayiswa kwemikhiqizo yomgunyathi nalo lingaholela ekwehliseni ukukhula nomsebenzi wabathengi.
Abahlaziyi bezomnotho nabo bafake ukungabaza mayelana ne Izibalo zokuthengisa ze-Alibaba ngoSuku lwama-Singles. Lokho wukuthi, isibalo samadola ayizigidi eziyi-14.3 inkampani eyifake i-invoice ngalolu suku, asibheki izinga eliphezulu lokukhokhelwa kwempahla ngoba abanye abathengisi nabo babengenza ama-oda nyakenye ngoNovemba 11 ngenhloso yokwengeza izibalo zokuthengisa. Ngisho nenkampani esekwe eHangzhou ayidaluli ukuthi bekuyimalini ukubuya emcimbini, kepha imininingwane etholwe Inethiwekhi Yezocwaningomnotho yaseChina, ikhombisa ukuthi abathengi be-inthanethi babuyisele ama-oda angamaphesenti angama-40 ama-oda abekwe ku-Singles Day kodwa ngo-2013.
Abathengi baseChina balulungiselela kanjani usuku lwama-Singles '?
Idalwe iqembu lentsha yaseChina phakathi nawo-90s, umgubho owaziwa ngokuthi Usuku Lwabodwa, ekuqaleni kwakuyindlela yokubungaza impilo yomuntu ongashadile. Lo mcimbi waminyaka yonke wenzeka njalo ngoNovemba 11 futhi uchazwa ngokuthandwa ngokuthi Usuku lwaseChina lokulwa ne-Valentine. Njengoba lo mgubho wakhula wathandwa ezingeni likazwelonke, i-Alibaba yaba yinkampani yokuqala enkulu ukuthola izinzuzo zangempela zezomnotho ngo-2009 ngenxa yokwethulwa kokuthengiswa okukhethekile okuku-inthanethi, okuguqula lolu suku lube ngumcimbi omkhulu kunawo wonke wokuthengwa kwe-inthanethi. kuveza umnotho okhulayo wesigaba esiphakathi eChina.
Kulo nyaka okulindelwe okwaziwa nangokuthi i-double 11, bekusezingeni eliphezulu futhi kulindeleke ukuthi kwenziwe kangcono uma kuqhathaniswa nonyaka odlule. Eqinisweni, ucwaningo olwenziwe yi Ochwepheshe baseNielsen iveze ukuthi u-56% wabasebenzisi be-Intanethi eChina bathe balindele ukukhuphula imali kulo nyaka uma kuqhathaniswa nosuku lwama-Singles '2014. Abathengi bahlele ukuchitha imali engaphezulu kwama- $ 277 kulo nyaka, okungamaphesenti angama-22 ukwedlula umcimbi wangonyaka odlule. Isibikezelo ngaleso sikhathi kwaba yilokho I-Alibaba ingadlula i-10 billion amadola esikhathini samahora angama-24 ngokokuqala ngqa emlandweni wawo, into egcine igcina yenzekile.
Ngonyaka odlule ku Usuku Lwama-Singles, U-Alibaba uthumele irekhodi lokuthengisa elingu- $ 9.3 billion, okuyimali eyayiphindaphindwe kane kune- $ 2.4 billion eyathengiswa ngaleso sikhathi. umsombuluko cyber, okuwusuku olukhulu kakhulu lokuthengisa online ku-United States futhi lubhiyozelwa njalo ngoMsombuluko wokuqala ngemuva kwe-Thanksgiving. Kubachwepheshe baseNielsen, empeleni akumangazanga kangako ukuthola ukuthi Abathengi baseChina bahlela ukusebenzisa imali ethe xaxa emcimbini walo nyaka. Isizathu salokhu ukuthi amazinga emali engenayo, kanye nokungena kwe-Intanethi, kuyaqhubeka nokwanda kulo lonke elaseChina, ngakho-ke lokhu kungathathwa njengenqubo yemvelo.
Kulokhu uhlelo olusha lwe-Singles DayBekulindelwe ukubamba iqhaza kwemikhiqizo yezinkampani ezidayisa engaphezu kuka-1.000 180.000, okungukuthi, ezitolo ezingama-330 emadolobheni angama-5.000 kuleli zwekazi. Kodwa bekungezona izinkampani ezivela eChina kuphela, abathengisi bangaphandle abangama-25 XNUMX abavela emazweni ahlukene angama-XNUMX afana ne-United States, Japan kanye neSouth Korea, nabo ababambe iqhaza kulo mcimbi. Elinye iqiniso elihehayo elenziwe ngucwaningo lukaNielsen maqondana nendlela ababezilungiselele ngayo abathengi be-Singles Day, iveze ukuthi abathathu kwabayisihlanu abaphendulile abathi bazothenga noma bahlele ukuthenga imikhiqizo phesheya kulo nyaka.
KuNielsen, njengoba abathengi baseShayina beya ngokuya bechubeka, isifiso sabo sokuthola imikhiqizo esezingeni eliphakeme, kuyanda futhi. Ngokuhambisana nalomkhuba, kuyaqala ukubonakala ukuthi abathengi abaningi bayaphendukela ekuthengweni kwemingcele phesheya. Akukona lokho kuphela, ukukhushulwa kokubhuka kusengaphambili, kanye nama-oda wangaphambilini sekuba izindlela ezisebenza ngempumelelo zezinkampani. Izitolo ze-e-commerce eziku-inthanethi njengendlela yokuheha ithrafikhi ethe xaxa kumasayithi akho.
Umcimbi okufanele uthuthuke njalo ngonyaka
Kuyavumelana umcimbi ukhula minyaka yonke, izikhathi zokuthumela nezokulethwa ziyaqhubeka nokuhamba kancane futhi zibe yinkinga enkulu kakhulu kubathengi. Eqinisweni, ocwaningweni lwaseNielsen, ama-62% alabo okwaxoxwa ngabo asho le nkinga, yingakho izinkampani zezimpahla zamemezela lokhu uhlelo olusha oluzosebenzisa wonke amathuluzi onawo ukukhulisa ukusebenza kahle kwazo zonke izici. Eqinisweni, bekucatshangwa ukuthi kulo nyaka, idatha nama-oda wangaphambilini abesetshenziselwa ukulungisa imikhiqizo kusengaphambili.
Isici esibaluleke kakhulu kulolu daba ukuthi uCainiao, ongu- Inkampani engaphansi kwe-Alibaba, bekungadalula umbuso okhethekile womcimbi walo nyaka ozohlose ukuletha leyo mikhiqizo ngaphansi kwamahora amabili kumakhasimende athile.
Akuyona yonke into eluju kuma-flakes
Ngenkathi lokhu irekhodi lokuthengisa lihlaba umxhwele, U-Alibaba kusamele abhekane nenkinga enkulu edalwe yimikhiqizo mbumbulu. Empeleni, kusukela ngo-2013, umthengisi waseChina usebenzise imali eyizigidi eziyi-161 ngenhloso yokuqeda le nkinga, eyake yaqanjwa ngumsunguli wenkampani, uJack Ma, njengo “umdlavuza odinga ukwelashwa”. Le nkampani sekuphele iminyaka ilwa ngenxa yemikhiqizo yomgunyathi; Kakade ngoMeyi odlule, kwafakwa icala enkampanini yaseKering, umnikazi wemikhiqizo ebalulekile efana no-Yves Saint Laurent noGucci, ngokulimala kwemali, ngaphezu kwalokho okwakukhona futhi ukuvimbela u-Alibaba ngokuthengisa okusolwa kwemikhiqizo yomgunyathi esitolo sakho se-inthanethi Akugcinanga lapho, kungekudala ngemuva kwalokho, i-American Clothing and Footwear Association kubikwa ukuthi yabhalela uJack Ma incwadi evulekile imncenga ukuthi athathe izinyathelo ezinqala ngalolu daba.
Uphenyo olwenziwe yimithombo yezindaba ezikhethekile luveze ukuthi kunabathengisi abaningi abathi bayathengisa imikhiqizo esetshenzisiwe evela kuChanel, Rolex, Burberry naseRolex, kodwa-ke akucaci uma U-Alibaba uqinisekisa ukuba semthethweni kuyo yonke le mikhiqizo. Akugcini lapho, abathengisi abaningi abavela eceleni baziwa futhi ukuthi basebenzisa amagama emikhiqizo kanokusho ukuthengisa imikhiqizo ehlobene.
Kepha izimali ezinkulu ezivela ku-Alibaba Kubukeka sengathi baqala ukukhokha njengoba inkampani njengamanje isebenzisa ama-algorithms, ngaphezu kokuhlolwa okungahleliwe kubathengisi, ngenhloso yokuhlonza abathengisi okungenzeka basebenzise ukukhangisa kwemikhiqizo yomgunyathi.