On November 11, the staff was busy next to the sorting system of a courier company in Nantong, Jiangsu Province. The State Post Bureau predicts that during the "double 11" this year, the business volume of mail and express mail handled by the whole industry is expected to exceed 1.87 billion pieces, and the maximum daily handling capacity is three times that of normal days. Xinhua News Agency (photo by Xu Congjun)

　　At 24: 00 on November 11th, the final turnover of Tmall double 11 was locked at 213.5 billion yuan, breaking through the 200 billion yuan mark for the first time.

　　From the first "double 11" in 2009 to today, this annual shopping festival has entered its tenth year. From the promotion activities of 27 brands on an e-commerce platform, it has developed into a national shopping carnival linked by many online e-commerce companies and offline physical stores. "double 11" has witnessed the consumption changes in China in the past ten years.

　　Record-breaking and witnessing amazing purchasing power

　　What do consumers like to buy in double 11 this year? Apple’s new mobile phone sales exceeded 100 million yuan in the first 30 minutes, 120,000 electric toothbrushes were sold in one hour, and Lancome sold 300,000 bottles of powder toner in eight hours … …

　　From 27 brands in the first year to 180,000 global brands and hundreds of thousands of new products today, from the once single clothing industry to the coverage of mobile phone digital, home appliances, automobiles, beauty cosmetics, food, maternal and child, books and other categories. As of 12 noon on the 11th, in just half a day, the turnover of 167 brands has exceeded 100 million yuan, ranking among the "100 million yuan clubs", tying the number of "double 11" in 2017.

　　Nowadays, all kinds of e-commerce platforms have joined the "double 11" war. According to the data released by JD.COM, as of 22: 56 on November 10th, the cumulative order amount of JD.COM 11.11 Global Good Things Festival exceeded 100 billion yuan, and the categories with the highest order amount were mobile phones, air conditioners, notebooks, flat-screen TVs and game books. This situation continued until the bell of "double 11" struck zero, and the sales of TV, air conditioner and ice washing products exceeded 100 million, all within the "seconds" level.

　　The constantly refreshed data every year reflects the release of a large number of consumer demand and the great power of the digital economy. The ten-year growth history of "double 11" is also the trend change history of China’s commercial development in the past ten years, which witnessed the consumption upgrade of China brought by the progress of Internet technology.

　　Shopping spree extends to offline and overseas.

　　While online promotion is very lively, offline activities are also increasingly exciting.

　　The new retail model has gradually attracted attention in recent years. This year, 100 new retail business districts, 200,000 smart stores, 62 Yintai Department Stores, 41 Easyhome, nearly 100 Boxhorse Fresh Life, more than 470 new retailers, 1 million hungry and word-of-mouth merchants joined Tmall "double 11", bringing consumers more choices of shopping methods.

　　Suning has attracted the attention of users of all ages from online shopping subsidies to offline e-sports, catwalks, football and square dances. On the evening of the 10th, Suning opened 43 club activities in China to pay tribute to the "dark family" who returned late. The number of people visiting stores nationwide exceeded 2.4 million, and the overall sales of stores in the evening increased by 103.6% year-on-year.

　　Many years ago, many offline stores experienced the huge impact brought by the e-commerce Internet. In the past two years, the trend of online and offline integration has emerged. Many physical stores have explored business transformation and joined the "double 11" activities in succession, and "double 11" has become a common carnival of online and offline.

　　In addition, with the development of cross-border e-commerce, "double 11" has become more than just a shopping festival for domestic consumers. Overseas consumers in all time zones around the world can participate in the Tmall "double 11" carnival through AliExpress.

　　After years of "double 11" test, logistics distribution has become more and more efficient. Some netizens said that the online shopping "hands-on" slept very late in the early morning of the 11th, and was woken up by the courier’s phone at nine o’clock in the morning. Many netizens exposed the packages that arrived home only a few hours after placing the order online.

　　Many brands extend to third-and fourth-tier cities and rural areas.

　　China Urban Consumption Upgrade Report 2018&mdash recently released by the Ministry of Commerce; — "double 11’s Ten Years Big Data Perspective" (referred to as "Report") points out that in recent years, the consumption growth rate from second-tier cities in the central and western regions is obvious, with Wuhan, Chengdu, Chongqing and other cities increasing significantly. From the ten-year consumption data of "double 11" released by Tmall, we can also find that the consumption potential of the third and fourth lines is gradually being released, and the proportion of consumers in these cities has been growing steadily.

　　With the increasing popularity of e-commerce shopping and the rise of mobile internet, the restrictions on consumption in the original region have been completely broken, and the potential for consumption upgrading in more cities has also been tapped. According to the ten-year consumption data of "double 11" released by Tmall, in 2017, quality and personalized consumer goods such as digital products, beauty products and health care products began to occupy a higher consumption proportion in some third-and fourth-tier cities.

　　At the same time, with many well-known brands sinking into the rural market, rural consumers have more choices and their consumption potential has been effectively released. Some merchants have also launched customized models for rural consumers with higher cost performance, which meet the needs of rural consumers.

　　Consumers are more rational and pay attention to quality.

　　After ten "double 11’s", many consumers’ enthusiasm for snapping up is gradually reduced, and they return to rational shopping. They tend to place orders according to their actual needs. Cheap prices are no longer the most important consideration, and high-quality goods become their first choice.

　　At the same time, the consumption power of younger groups such as post-90 s and post-00 s began to appear and gradually became a new generation of "hands-on party". These young consumers, who grew up in the Internet age, are very familiar with all kinds of online shopping, Haitao, Wechat business stores and other platforms, and they are also very familiar with fashion brands. The discounted shopping carnival has great attraction to them, and they are also more inclined to personalized and diversified shopping experiences.

　　The data shows that the main consumers who participated in the double 11 in 2009 were the post-80s generation, accounting for more than 60%. After 2015, the proportion of post-90 s consumers exceeded that of post-80 s, becoming the most important online consumer group.

　　According to the Report, with the advent of the digital economy era, the future consumer response based on personalized customization will be more accurate and timely, and consumers will pay more attention to the quality of goods, shopping experience and other diversified needs.

　　(Reporter Lu Yuanzhen)

Today (11th), the official announcement of the comedy film "Big Anti-Faction" will be released nationwide on April 4th. It is reported that the film has assembled more than 20 gold medal comedians, which will bring a relaxed and joyful work to the audience during the Qingming small holiday.

The movie "The Great Anti-Faction" tells the story of the little actor Bi Chao (Bao Beier) who finally got the chance to play the big villain after all the hardships. However, Bi Chao accidentally lost his memory and mistakenly thought that he was a suspect in the kidnapping case. With amnesia, he was determined to "go against the sky and change his life" and continue his plan of "kidnapping the richest man", but he did not expect to be crushed in action. Bi Chao, who was unarmed, was not only starved and beaten along the way, but also offended three gangsters who wanted money and didn’t want to die. Can Bi Chao’s goal be achieved in the end, and what kind of jokes will he encounter? It remains to be seen.

In the preview of the film’s "This villain is not very clever" version, a news report confessed that "kidnapper" Bi Chao was running around the city, but it was completely inconsistent with the description of "extremely vicious" in the report. Bi Chao not only had no money to be sent back to his original place by taxi driver, but also was caught by the security guard and ate several "big pockets" in the process of secretly stepping on the spot. The robber Bi Chao experienced all kinds of oolong events in the process of completing the goal of "kidnapping the richest man", and the unreasonable storyline also attracted the audience to burst into laughter, all of which revealed the film purpose of "making fun". And dazzling female stars, resplendent party scenes and other "eye-catching" pictures are also very eye-catching.

At the same time, there are also big scenes of "package stimulation" such as drifting around the corner and flying car blasting, which instantly boost the adrenaline of the audience. At the end of the preview, the richest man was not afraid of the robbers who caught up, and even boasted that "this is bulletproof glass", but he didn’t expect to be backhand. Bi Chao directly opened the car door, raised his pistol and said, "Get off!" It will break the game in an instant, and the relationship between the robbers and the rich will be reversed instantly. Subverting the brain hole and constantly reversing the comedy burden has also made the audience increasingly look forward to what interesting plots will follow.

The film assembled more than 20 golden comedy lineups that made people "smile", and all the performers staged a "drama in the play" that was constantly reversed. Bao Beier, the leading actor, became a distinctive "villain" this time, which was crushed by reality and brought a refreshing hilarious experience to the audience. The actors such as Xiao Spicy Li Jiaqi, Dayong Zhou, Clara, Wei Xiang, Jia Bing, Yang Haoyu and Andrew, who all appeared in the preview, are even more eye-catching. The super comedy lineup joined forces to attack, and everyone collectively shook their burdens and pulled the "laugh" fruit full.

Yangzi Evening News/Zi Niu Journalist Kong Xiaoping