"Double 11" is approaching, the major e-commerce platform has begun to warm up. IDC expects that in the case of the growing proportion of e-commerce channels, all major e-commerce platforms will continue to occupy the "quality e-commerce" high ground this year. It is noteworthy that this "double eleven" retail industry will realize the upgrade from online carnival to ecological construction.

E-commerce platform advantages continue to expand

At present, sales of various online platforms have shown a rising trend. IDC data shows that although the overall PC market in China showed a year-on-year decline from the first quarter to the third quarter of 2017, the e-commerce market maintained its year-on-year growth while the sales of e-commerce channels accounted for an ever-increasing proportion of the overall market.

Notebook retail market rebounded from 2016 as compared to the same period of last year. The e-commerce channel maintained its share of sales above 45% from 2017 onwards. In the second quarter of 2017, more channels of e-commerce sales were taken over by the "618 e-commerce big promotion" Half of the overall market share. Among them, Jingdong as a "618 electricity supplier to promote" leader, notebook sales accounted for 73% of all e-commerce channels, leading the absolute advantage of e-commerce channels. Thin and light notebooks with its portability, rising color value, and optimize the performance of products to maintain rapid growth in the second quarter of 2017, e-commerce channel thin sales accounted for 32.5% of overall notebook sales.

Overall desktop retail market (including DIY) overall decline, but the e-commerce channels still overall growth. As of now, the share of branded desktops in the desktop market has been increasing in 2017, while in the sales of branded desktop merchant channels, the total sales volume of Jingdong Platform has always occupied more than 90% of the total share of the e-commerce channels.

The overall printer market maintained steady growth. In the breakdown of categories, wireless ink warehouse printer has grown rapidly. IDC data show that in the second quarter of 2017, wireless ink tank printers in the national market growth rate reached 36.7%. From the channel point of view, the printer e-commerce channels to maintain growth of more than 50% this year, of which inkjet printers online channel rapid growth in 2017 the first three quarters year-on-year growth of more than 60%.

The proportion of e-commerce channels in the overall projector market has significantly increased, accounting for more than 30% of the total market sales so far. Projector, home projector is an important driving force for the growth of China's projector market, 1080p products represent the mainstream projector's resolution trends.

The share of the increase also makes the e-commerce channels by more manufacturers attention. Since 2017, mobile phones, notebooks and other products have been more and more manufacturers to choose new online channels starting, such as the charm Blue Note 6 just released in September. And in the mobile phone market as a whole declining trend, e-commerce channels remain up year on year, Charm Blue Note 6 release a month gains a good record. October 5, Jingdong platform is to become Intel's official recognition of the Core 8-generation processor new online starting platform.

Tablet PC, monitors, etc. In 2017, the overall market environment is not good, the e-commerce channel is still upside down, showing year-on-year growth. According to IDC data, the overall market share of tablet PC e-commerce channels increased 7.7% YoY from the first quarter of 2017 to the third quarter of 2017.

In the first quarter to the third quarter of 2017, the overall monitor market also showed a declining trend. However, the overall sales volume of e-commerce channels kept increasing while the market share also continued to increase. Among them, gaming monitors contrarian rapid growth, the overall market in the third quarter of 2017 an increase of 85.2%. It is worth mentioning that Jingdong platform in the third quarter of 2017 e-sports monitor sales growth of 247% year-on-year, leading the gaming monitor market growth.

New technology products of great concern

IDC data show that more and more manufacturers choose to sell channels tend to e-commerce channels, the choice of shipping channels also began to favor online channels.

Emerging technologies such as VR, wearable devices, such as distribution channels in the proportion of goods relative PC, monitors and other products higher. In the first three quarters of 2017, the VR overall market maintained its growth trend while the e-commerce channel accounted for more than 50%. The overall market for smart wearable devices and the electricity supplier market both showed a growth trend. Among them, the volume of e-commerce channels Share of nearly half.

Obviously, the development of e-commerce market is also positive for manufacturers to invest in e-commerce platform. IDC China market analyst Chen Shu Xin said: "In the continuous access to market share, e-commerce platform development center will further 'high-quality products' and 'brand cooperation' tilt, through closer cooperation with the brand manufacturers and provide consumers with good goods The quality of electricity business war will be further upgraded. "

Retail ecology ushered in change

The arrival of "Double 11" will significantly boost online channel sales, but the growth of e-commerce in overall retail sales does not mean that offline channels will die out. In contrast, with the advent of new models such as new retail and unbounded retail, e-commerce platforms are embracing offline channels with unprecedented enthusiasm. For the offline channels of actively embracing retail ecosystem change, "Double 11" will be a new opportunity.

E-commerce platform already has a wealth of offline channel resources, making it more integrated use of multiple channels to create a new retail ecosystem. For example, there are more than 160 Jingdong homes and Jingdong boutiques under the Jingdong line that will help this "double 11" big war. In addition, JD.com also cooperates with Tencent and others to build a retail ecosystem based on the concept of "unbounded", covering the entire shopping journey of consumers in order to obtain more purchase traffic and enhance the consumer experience.

Integrated online and offline marketing activities are also being further strengthened, from the current online content providers, live video, AR product experience until the line of large-scale "Global Carnival Night" activities. "Double Eleven" has evolved from a big promotion of e-commerce to a lifestyle and a unique consumer culture of the moment in China.

Chen Shu Xin said: "Double 11 is no longer just an online retail carnival, but a retail ecology carnival, which will e-commerce platform to build a new retail ecosystem ability to do a test."

Alibaba continued to push forward in unattended retail, Jingdong this "double eleven" on the eve of the introduction of the whole process of unmanned warehouse, unmanned aerial vehicles, unmanned supermarkets, unmanned convenience stores, such as a complete set of open supply chain intelligence People retail system. With "black technology" to support the new retail ecosystem, has become a must-have.

Chen Shu Xin said: "Both new retail and unbounded retail sales have put forward higher requirements on the front-end and back-end capabilities of e-commerce. E-commerce platforms have long been regarded as the leader in the digital transformation of the retail industry. Under intense competition, The business platform is undergoing 'digital re-transformation', driving a new phase of full-scale user experience, work resources, information and operations models, and leadership transformation.