Singles Day Behind The Electricity Supplier Industry Chain: Express Internet Banking Collapse In Spring Festival

The whole industry chain is not expected. Just past "singles day" really made them become "bachelors" - because the volume of business was too large, so that they could not enjoy one person's holiday. It became a coolie: Taobao's day.

Behind this, what is the business of electricity?

Express delivery industry's network "Spring Festival pportation"

"Good morning, dear! Have you received your express? The peak of our pressure has passed. There are still backlogs in some areas. We will digest it in the next two or three days and return to normal."

16 days

Before that, they have made preparations, but Taobao and other electricity providers are still delivering them.

Crazy for "Bachelor"

The management of a courier company said that such a task could only be undertaken by express companies with national networks.

But the blowout of electricity business has also made the courier company unhappy. The business battle behind Singles Day is facing the opportunity of "singles day" e-commerce promotion, and the courier companies are prepared.

Last year's Bachelor's day, the delivery order of China Express was 30% more than usual. To fourth days, the warehouse began to work. The package did not go out, and the pile was full.

This year, two months before the holiday, the courier companies began to prepare.

A senior Alibaba official revealed that in September, Taobao set up a project team with the leaders of the express company, including the backbone of the business, to prepare for the holiday business.

"Even China Post has also held a meeting with Taobao. The theme is" the logistics industry is preparing for double 11 ". We can see that the whole industry has attached importance to this matter and we are also flattered.

He said.

One week before the festival, the State Post Office and the China Express Association organized a special preparatory meeting for the festival. Shen Tong, Tantong, Zhong Tong, Huitong, rhyme, CCES, postal EMS, Hainan Airlines, and shin Feng 9 jointly mobilized about 40 thousand couriers and 6000 sorting agents. They used more than 24 million vehicles and 340 trunk lines.

It seems to be well prepared, but the reality has made them panic.

Jin Renqun said that a few days after the bachelor's day, the average volume of the package was 1 million 100 thousand daily, with a peak of 1 million 600 thousand, an increase of 80% over the same period last year. The company had to recruit nearly 200 temporary workers. Many people worked from 3 p.m. to second a.m. in the morning and 9 minutes later.

He said that after two or three days after the holiday, the distribution centers of the major express companies were still brightly lit, and the second line employees were all on the line to help, and the managers were basically involved in the cargo handling work.

At the end of the week, almost 24 hours a day, the package gradually arrived in the hands of consumers. There was no big explosion last year. They finally breathed a sigh of relief.

Joy and sorrow co-exist

Jin Renqun said, this is comparable to the Spring Festival pport, even more difficult than the Spring Festival regulation.

The greatest difficulty is unforeseen.

He said, it is not clear that the volume of business packages and the flow of goods, in considering the cost of the premise, but also to meet the delivery service between two arbitrary points, within a day can not handle well, may cause the whole network paralysis.

This is the situation after the blowout of electricity business.

For express companies, Taobao and other websites create opportunities, but they also bring pressure.

A private courier company executives revealed that many large express delivery packages for Taobao and other electricity providers accounted for 60%~70% of the company's delivery package.

Five or six years ago, they may not have met the concept of electricity supplier.

Take the largest STO as an example.

Shen Tong formally involved in e-commerce logistics in August 2007. In August of that year, Shen Tong received about 450 thousand pieces a day, of which 60 thousand were collected in Taobao. In the following year December, Shen Tong had an average daily business volume of 900 thousand and Taobao reached 550 thousand pieces; in December 2009, it handled 1 million 300 thousand items per day and Taobao reached 700 thousand; last year December, 1 million 800 thousand items per day and Taobao accounted for 1 million;

{page_break}

"According to our internal statistics, the total electricity business has accounted for 80% of Shen Tong's business, and this year's growth will reach 100%."

STO marketing director Xia Zubin said.

More and more express companies have joined in, and the delivery price of e-commerce websites has been getting lower and lower.

A private courier company senior told reporters that delivery for e-commerce sites is not as large as ordinary business delivery. For example, the price delivered by the company for Taobao is mainly agreed with the seller. When many buyers buy products, the delivery fees are not fully returned to the courier company, but they should be separated from the sellers.

For example, the buyer paid 5 yuan express, the courier company only took 4 yuan, lost a lot of profit.

The senior executives recalled that when the industry entered the express industry in 2001, the gross profit of the industry reached 100%~200%, and now it has dropped to less than 10%. On the one hand, the operation cost has been rising continuously due to labor and oil prices, on the other hand, due to the high degree of homogenization of the competition, the price is not going to go up.

The narrowing of profit margins has restrained the upgrading and expansion of the express company's network, services and information technology, and has brought another embarrassment. Although the demand for electricity delivery has increased sharply, the delivery network has been overloaded, and many express companies are prone to bursts.

The top executives are worried that the growth rate of Taobao and other electronic business deliveries is up to 100%, while the number of express companies is the most, but the development and expansion speed of 30%~50% simply can not meet the needs. The logistics system, which is the biggest support of the e-commerce website, may become the biggest bottleneck in the future.

Businessmen are too tired to lift their arms.

"The biggest problem with Singles Day promotion is shipment."

Last year, the "singles day" storehouse still let Hangzhou green box Network Technology Co., Ltd. CEO Wu Fangfang still remember vividly - like a hill like express, pile up in the courier company's warehouse, consumers call anxiously about the order, customer service is helpless.

One week after the promotion of singles day this year, CEO Wu Fangfang went down to the ordinary employees in the 25 thousand square meter warehouse in the green box Jiashan area, 24 hours in shifts, replenishment, picking, scanning and packing.

Taobao mall requires the merchants who participate in singles day promotion to complete the shipment within 7 days.

"I can't lift my arm up to now."

Wu Fangfang told reporters on the phone with a smile.

Fortunately, this year's singles Festival promotion has withstood the "big exam", all goods are within the specified time to complete the shipment, of which the November 12th green box single day shipment volume of up to 50 thousand single, equivalent to more than 200 sub warehouse Jingdong half day shipments.

We sent someone to stare at the express company.

One day, the courier came to pick up the goods, or our employees ran to the car to help them complete the day's express sorting.

"Wu Fangfang said.

In order to deal with the double eleven promotion, green box started its all-around battle preparations for goods, warehousing, logistics, customer service and so on 3 months ago.

Early communication with several local express companies increased their manpower to cope with the massive orders on singles day. In addition, last year, double eleven customers bought higher down products, and they increased their supply of feather products. The three Disney brands that had just signed up took part in the "mad rush" campaign to cope with the impact of heavy traffic. Half a month ago, the green box employed a large number of temporary workers to fold about 200000 cartons for backup.

The green box expects sales of singles Festival promotions this year to be between 25 million ~3000, but the final result is 40 million, 10 million 500 thousand times 3.8 of last year's Singles Day sales.

Starting from 11 pm on the 10 day, the flow of green box children's clothing shop began to gather in large scale, and many users began to put the selected goods into the shopping cart ahead of time.

One hour after the morning of November 11th, orders for green boxes exceeded 1 million, and at 10 a.m. on the 11 day, sales of green boxes exceeded 10 million.

Green box numbers show that at 10 a.m. on November 11th, sales again entered the peak period, with an average of 50 thousand yuan per minute, a turnover of 4.6 sheets per second, and sales volume exceeded 20 million, becoming the first Taobao sales brand with 20 million sales.

Then the paction volume of at least 50 thousand yuan per minute became popular, eventually breaking 40 million yuan per day.

"Customer service has been very difficult to play, because the day is too large, we are basically self-service shopping day."

Wu Fangfang told reporters.

At that time, the customer service of the seven brand of the Amoy brand was still busy dealing with customers' enquiries.

Seven grid CEO

Cao Qing said: "last year's Singles Day promotion, a Wangwang customer service to deal with 1000 buyers Wangwang.

This time from the market department, the Ministry of technology and other departments pferred more than 50 people to join customer service, the total customer service personnel to 150 people, 24 hours in turn.

In order to prepare for the double eleven, seven grid office placed a box of boxes to replenish the milk and drinks, the conference room was converted into a temporary bedroom, with new mats and bedding laid on the floor, so that the tired employees could rest in time.

At the same time, some permanent drugs were prepared for rainy days.

Seven grid is expected to have 1 million 500 thousand to 2 million buyers on singles day, and a few days ago, their family's down jacket has been collectors 10 thousand times.

Seven the grid logistics center is responsible for the human bear for soldiers. For the sake of great promotion, only 500 thousand goods warehouse increased by 150 thousand, the original more than 1000 shelves increased to more than 1500, and the express company's car was waiting on the first floor, 24 hours uninterrupted delivery.

Zhou Yong, founder of the women's clothing, said after the 5 million sales volume, "through this big activity, we have challenged our limits. We have found many short boards, such as supply chain, such as pricing strategy."

Wu Fangfang also mentioned that there was no big problem in the promotion, but the trouble continued.

For example, there are not enough manpower in the supply chain, and the division of labor among employees.

The payment industry suffered stress tests, and the network bank collapsed briefly.

"We wanted you to have a look at the number of pactions on singles day."

Taobao mall's Singles Day promotion ended the next day, Alibaba group executive said, behind the flow of funds Alipay access to the test.

Alipay people said that the peak of last year's payment came at 22 on 11. This year, there are a large number of people waiting for promotions.

On the 11 day, 0 o'clock, the war began.

0 hours and 1 minutes, Alipay payment pen instantly exceeded 55 thousand strokes, 10 times the previous minute, and 2.5 times more than last year's "double 11 promotion" peak.

Alipay resisted the impact.

But its connected Internet banking system failed to live in HOLD.

Just a minute, the Bank of construction bank collapsed.

Within 8 minutes, the turnover of Taobao mall exceeded 100 million yuan.

With the sharp increase in the number of payments, Internet banking, such as China Merchants Bank, Bank of China and CITIC Bank, collapsed in a short time.

"The Alipay we use is basically no problem."

Children's clothing "Amoy brand" Hangzhou green box CEO Wu Fangfang said, but consumers also feedback payments slowly, "a few minutes to pay yet to respond."

She said that compared with the front-end e-commerce website, payment is not enough to bother the team.

At that time, there was a problem in the 5 green boxes of the green box. The size and color of the page were wrong. The employees were busy reconfirming thousands of orders before, but the payment was generally slow, but it was normal in a few minutes.

Behind this, Alipay took great efforts.

Two months ago, it has been working closely with the bank's online banking team to plan a series of contingency plans.

All bank Internet banking teams have been in position for 24 hours before opening, and will be dealt with immediately after the crash.

Alipay people say that every big internet bank has been falling down and getting up, but it is very exciting every time.

"We learned from last year's experience and luckily pushed Alipay to pay quickly."

Chen Liang, director of public relations of Alipay, told this newspaper.

Data show that during the promotion period, Alipay's 33 million 690 thousand successful pactions accounted for 1/3 of the fast payment, and the paction amount amounted to 2 billion 94 million yuan.

Fast payment trading gateway is different from online banking payment, which can divert pressure.

They also worked with banks to make multiple backup channels for fast payment in branches of banks. Once the access is blocked, they can switch immediately.

Bank online banking team is also critical.

In the field of Alipay Internet banking, ICBC accounts for about 40% of net banking.

Earlier, ICBC online banking and Alipay communication in advance to broaden the payment channel, 11 early morning pay surge, it temporarily increased the server emergency.

In the end, ICBC became the only system that could not stand down.

When the online banking payment channel is the most intense load, Alipay also makes an emergency plan so that consumers can first charge the Alipay balance account to the merchants and pay the buffer pressure.

From 10 to 12 early morning, the entire 22 floor of Alipay building has been brightly lit, and even the Ministry of administration has all invested in the support work.

After several hours of critical value peak (800G), the payment channel has completed an important part of the final paction.

At 3 in the morning, many businesses began to order goods for advance packing, waiting for distribution.

After dawn, Taobao mall began to bear new traffic impact.

On that day, there were four peaks in the website. The total amount of the paction before 10 a.m. was 1 billion yuan, 2 billion at 4 p.m., and 3 billion 300 million yuan at night.

In the end, Taobao store flow reserve increased to 960G to accommodate 816G peak.

Alipay insiders say the system has not been under extreme pressure.

On the afternoon of 11, the company even started to guess the total number of pactions throughout the day. The prize was the overseas tour provided by the company.

Last year, Alipay's total processing capacity was 12 million 610 thousand pens, which has approached the upper limit of single day processing capacity.

This year, it introduced the upper limit of capacity to 60 million strokes, 10% more than usual, and nearly 20% of the servers.

In the end, it received 50 million payment requests, 33 million 690 thousand of which were effectively paid.

At 23 hours 11, Ma Yun, the chairman of the Alibaba board, came to the Alipay building to stop at the "big urge" of the singles day.

Not only Taobao, but also the third party payment channel has been basically open since November.

A payment personage said that under the massive trading pressure test, the short board still concentrates on the website traffic pressure and the logistics delivery capacity.

For example, when Jingdong encountered 400 thousand single pactions, it collapsed. The short board was not the payment, but the website traffic capacity.

Central News payment director Zhong Jie Wen believes that the performance of the promotion season payment industry is generally stable, and the industry has not heard of any serious problems.