In terms of market share, in the Q4 of 2019, the total turnover of Tmall increased by 24.5% compared with that in the same period last year, occupying 63.6% of the market share, ranking first. JD.com's total turnover increased by 21.1% compared with that in the same period last year, with a market share of 24.4%, ranking second. Suning.com ranked third with a market share of 6.0%. VIP.com and gome ranked fourth and fifth with market shares of 3.1% and 0.5%, respectively.
In this year's "Double 11 Tmall Global Shopping Festival", in addition to constantly fostering the enthusiastic atmosphere of the big promotion, various forms of marketing promotions and interactive activities had also increased users' participation interest and frequency, thus also increasing the exposure of more merchants on the platform, and creating conditions for generating more trading opportunities. The trade volume of RMB 268.4 billion of Tmall, which increased by 25.7% on a year-on-year basis on the same day of Double 11, also shows that this series of activities had achieved good results on one side. In addition to these activities, we have also noticed that "livestreaming" has become the most characteristic consumption scene of the Double 11 of Tmall this year. The livestreaming rooms with the trade volumes of RMB 100 million on Taobao livestreaming platform during the Double 11 period exceeded 10, and that of RMB 10 million exceeded 100, the turnover led to the beauty makeup industry had accounted for 16% of that of the overall industry. On the day of Double 11, Taobao livestreaming even led the turnover of nearly RMB 20 billion. The rise of livestreaming is a further upgrade of e-commerce platforms and sellers in content and entertainment, and has created more intuitive, more accurate and more interesting shopping scenarios for consumers. At the same time, the livestreaming has also changed the shopping habits of users to a certain extent, gradually changing from the "search" driven by the users' self-demand to choosing to "shop" with the hosts. The livestreaming has weakened the purpose of shopping and is easier to stimulate users' random shopping desire to a great extent. In addition, as the livestreaming becomes increasingly mature in terms of rules, processes, and organizational forms, the new supply chain platform with the MCN agency as the core behind the hosts will gradually take shape. And more and more professional product selection personnel, testers, etc. on the platform will serve more manufacturers, hosts, and users. And various types of needs of all parties will have more accurate alignment channels.
As one of the major B2C platforms, jd.com has also made great achievements in the "Double 11 JD Global Goods Festival": from November 1 to November 11, a total of turnover of RMB 204.4 billion was generated on jd.com, with a year-on-year growth of 27.9%. Different from the inherent impressions of users, one of the highlights of jd.com's Double 11 this year came from the "lower-tier market". According to public data, jd.com's social platform, JX sold 101 million items throughout the day on Double 11, with nearly 70% of its users coming from third-tier to sixth-tier cities, and users from sixth-tier cities accounting for nearly 30% of its total users; from November 1 to November 10, Fresh. JD.com's sales in the lower-tier market increased by 70% on a year-on-year basis; the CXX plan of jd.com, as an innovative project focusing on the lower-tier market (71% of users in non-first-tier and new first-tier cities), on November 1, the number of its users who placed orders in the low-tier market as a whole increased by 104% on a year-on-year basis. As of November 11, the total turnover led by CXX plan was nearly RMB 700 million, and the order volume exceeded 4 million. Although users with medium and high income levels are the main user groups of jd.com, after continuously tapping their potential in the early stage, their growth space has been very limited. New development directions must be added to maintain the stable growth of the platform, while the low-tier market is just a beneficial supplement and the next flow bonus growth point. At the same time, the continuously awakened consumer awareness and rising consumption capacity of consumers in the low-tier market are also favorable development opportunities for jd.com, which has vigorously invested resources in it. Therefore, it is foreseeable that jd.com will participate in the competition for the low-tier market with greater efforts in the future.
Without doubt, Suning.com, which has frequent actions recently, did not miss the big promotion at the end of the year. It launched the "Double 11 National Carnival", which also had good results: on the same day of November 11, the omni-channel order volume of Suning increased by 76%, with new Super members of over one million, and the number of mobile payments had a year-on-year growth of 139%; During the Double 11 period, the online orders for household appliances of Suning had a year-on-year growth of 79%, and online orders of TV, refrigerator, washing machine, and air conditioner increased by 68%, 77.2%, and 120% on a year-on-year basis respectively. At the same time, over 13,000 offline stores of Suning participated in the Double 11 activities, covering the markets from the first-tier and second-tier cities to the counties and towns. The customer flow of Suning Plaza and Suning.com Plaza exceeded 10 million on the day of Double 11, and the customer flow of Suning.com Plaza had a year-on-year growth of 136%. Carrefour China, which participated in Suning Double 11 for the first time, had a cumulative sales of RMB 3.12 billion, with a year-on-year growth of 43%. Different from the previous two platforms, Suning did not focus on a particular business or strategy in the big promotion, but paid more attention to the comprehensiveness of the channels and the diversification of business types, and other characteristics. First of all, in terms of the comprehensiveness of the channels, Suning attached great importance to shortening the distance with consumers: in addition to interacting directly with users through various forms of activities online, it also contacts users through its own business types such as Suning Neighbor Shop, Suning Plaza, Carrefour, etc., laying a foundation for providing users with increasingly complete products and services, and providing users with a comprehensive solution for life scenarios based on this. Secondly, in terms of the diversification of business types, the richer the business type, the better it is to understand different types of users and the versatility of each user in more detail, and to draw more accurate user portraits. When the offline near-field digitalization is completed and combined with online data, it is possible to develop more efficient and adaptable retail forms.