11 November 1992. Morning.

Tesco.com, more than 3,000 employees, at least half of whom are working overtime, nervously dealing with the upcoming flood of traffic and orders.

At the same time, the employees related to the flagship stores of major brands are also working overtime to process the upcoming transaction orders.

"Pangu's official flagship store, orders exceeded 10,000 in 1 minute, and the sales amount exceeded 50 million!"

"Kirin mobile phone flagship store, orders exceeded 50,000 in 10 minutes, and 50,000 pieces of Kirin 1st generation mobile phones were sold out in inventory, with sales exceeding 100 million!"

"Gree Air Conditioning Flagship Store, Half an Hour Order Breaks 500 ......"

"Konka brand self-operated flagship store, Double 11 record, more than 10,000 units in half an hour, sales amount of 30 million yuan!"

"Haier's flagship store, the sales amount exceeded 2 million in one hour!"

"In 92 years, the website sales of Tesco Network Double 11 entered, and it exceeded 1 billion yuan in one hour!"

Throughout the wee hours of the morning, countless consumers and sales staff on e-commerce platforms stayed up late to process orders. Many consumers are like grabbing and submitting orders as quickly as possible.

In particular, the Kirin 1 generation mobile phone is almost a fast hand, and a slow hand is not. Within 10 minutes, 50,000 units were sold out in stock, and after that, the official flagship store of Kirin will not accept new orders within 1 week. Instead, it handles the delivery to consumers who have already placed an order.

Because, the inventory of 50,000 units is actually not accurate, the real inventory is only 30,000 units, and the other 20,000 mobile phones need to be produced overtime in the next week.

At present, only users in Beijing, Shanghai, Guangzhou, and Shenzhen can submit orders, otherwise, Kirin 1 generation mobile phones may not even last 10 minutes, and they will be sold out.

"Too much traffic......"

"The server is a bit stuck. ”

"Start more mirror servers and offload user traffic ......"

Although, Double 11 seems to be just a little more orders, and the traffic is a little bigger. However, before that, the team of Tesco and Pangu Cloud had spent several months upgrading the system and troubleshooting possible problems in advance. Even so, there were some minor bugs that day, but fortunately there were a large number of technicians on standby, at least, it didn't make the user experience worse.

After surviving the first hour, many programmers wiped the sweat off their foreheads. Because, the most important thing about the Double 11 promotion is the torrent of traffic at the beginning.

After that, as the consumer has already submitted the order, the traffic will gradually subside.

Even so, the day's traffic was at least ten times higher than usual. And the volume of one day is even the same as the volume of the previous quarter.

It is precisely for this reason that everyone is afraid of dropping the chain at this critical time, and if there is a problem at this time, then the loss will be great.

……

On November 12, Tesco released its total sales for the whole day of Double 11. In one day, the total sales amount reached 4.7 billion yuan. At the same time, the number of items sold on the day reached 30 million pieces, totaling more than 1.87 million registered users, on this day, orders were submitted.

The city with the highest consumption amount is Hong Kong, and the consumption amount in one city in Hong Kong exceeded 800 million yuan throughout the day of Double 11. In addition, Shenzhen's consumers spent 500 million, second only to Hong Kong. There are a total of 11 cities, with a consumption amount of more than 100 million yuan.

At the same time, the sales champion of Double 11 is the official flagship store of Pangu, and its product sales reached 1.8 billion yuan on the same day, becoming the absolute champion of Tesco. In addition, the Kirin mobile phone flagship store, with a sales amount of more than 1 billion yuan, ranked second. In addition, the sales volume of Konka's flagship store on the same day also exceeded 500 million yuan.

It can be said that in the sales amount of Double 11 throughout the day, the new entrepreneurship department has become the main winner. However, there are more than 50 brands with sales exceeding 10 million. In addition, there are more than 200 brands with sales of more than one million.

Basically, as long as major brands actively participate in Double 11 and give consumers enough concessions, basically, they can create a lot of sales.

This sales amount is secondary. The key is that the huge sales volume of Tesco has begun to make the negotiations between itself and many brands more and more confident.

Many brands that originally refused to open flagship stores, or did not cooperate with the Double 11 promotion, are now regretting their bowels!

Because, the promotion of Double 11 is ostensibly a gross profit with a reduced price. However, the sales are at the top, but it can become a marketing gimmick for some time to come. At the same time, Double 11 itself is also able to make the products of major brands achieve huge sales.

For example, Pangu computer, Kirin mobile phone, Konka TV and other products, the sales amount of one day is already the goal of many brands for a year!

The brand that can reach the one-day sales of Pangu Computer may not be much in the world, but it is certainly a well-known brand in China.

……

"Pangu computers sold 1.8 billion yuan in the domestic and Hong Kong markets alone!"

"The new entrepreneurship is the layout of the Internet, and Tesco is changing the human shopping experience. Double 11, only one day of Tesco sales of 4.7 billion yuan, can be called a miracle in business history. ”

"Kirin mobile phones stock up on 50,000 units, but they sold out in 10 minutes......"

It can be said that after the Double 11 feast of Tesco.com, not only the express logistics industry began to be busy with delivery. These huge orders, but also stimulate the efficiency of the domestic logistics industry, all kinds of infrastructure, originally felt that it was a waste of money, unnecessary investment, but, at this time, many people began to realize that a few years ago was unnecessary infrastructure investment, now it seems that the investment is too little, should be more forward-looking, more scale of infrastructure investment, not only will drive the current GDP, more importantly, such as transportation and logistics-related infrastructure investment, can make goods flow faster, increase the efficiency of the operation of the whole society。

Other than that, it's a feast for the media.

Many domestic and foreign media took the initiative to report on the grand occasion of Tesco.com's Double 11, and even, even in Silicon Valley, many entrepreneurs have been encouraged to learn or copy the business model of China's Tesco.com.

Of course, Lin Qi is not afraid of being plagiarized, because there is no way to register a patent for the business model of e-commerce websites. Now that the website has been established, the business model will inevitably be borrowed and imitated by others.

The best way to deal with future competitors is to make the system and experience of their own platform better and better, so that consumers and merchants can feel that they cannot do without this most convenient market and environment.

Just like the shopping websites of later generations, if you only choose one shopping website and buy things on only one website, I am afraid that consumers will choose Taobao, mainly because Taobao has the largest variety of products and the largest room to choose. And merchants want to do e-commerce, in Taobao to expand the market, the vast majority of e-commerce websites, there is really no need to set up, if not irreplaceable, directly on Taobao Tmall to open a store, it is more reliable than opening your own website.

Niche e-commerce platforms such as Dangdang, Vipshop, Yihaodian, and Vancl Eslite will find it difficult to compare with the giant e-commerce platforms due to the lack of volume, and in the end, these small platforms will only gradually wither.

After the end of Tesco.com's Double 11, Lin Qi announced: "Tesco.com in the Chinese environment is just the beginning, starting next year, we will open the international version of Tesco.com, and successively open branches in Japan, the United States and other markets." For next year's Double 11 shopping, overseas consumers don't need to look for purchasing agents, cross-border shopping......"

After this news was released, it was okay in Japan, and entrepreneurs in the United States had already invested in the layout of e-commerce websites in advance. However, Lin Qi has attracted people's attention, and has not yet seen the appearance of Amazon.com. But even so, Lin Qi also confessed that the American branch invests in e-commerce websites, and invests a little money when they see a slightly decent website.

Because, the market is chaotic, even if you remember Amazon, but under the butterfly effect, it may not be Amazon that wins in the future. Therefore, Lin Qi's strategy is to be optimistic about an industry, in addition to his own efforts to lay out the industry, but also to invest in as many peers as possible, according to the industry rankings, if you can invest in the top three in the industry, although it may reduce the rate of return, but the risk is also greatly reduced. If investing in three companies is not enough to avoid the risk of choosing the wrong one, then invest in the top 10 companies in the industry, and basically, the future winners are generated from these companies.