11.11. Worldwide sale of 1000 trivia
Thank you all for the constructive criticism of the previous article , we promise to correct it.
A bit of prose
Sale has passed. The storm of hatred for advertisers subsides. Now you can take stock. At this time, we will study the number of sales per day of the “World Shopping” on Aliexpress, we will try to understand why all this is started every year.
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Input data
412 000 products that participated in the sale. Let me remind you that for each of them such indicators as the price, discount amount, the number of product orders, the number of reviews for the product, etc. were taken daily. Today we are interested in the indicator "the number of orders of goods."
Small clarification. Every day someone sends back their purchases to aliexpress, or parcels are lost upon delivery - orders are canceled. These changes are taken into account in the data below.
Month before sale
First, let's find out how the sales took place during the month before the sale 11.11. This is most clearly presented in the form of a table.
Dynamics of sales of goods from 10.10 to 10.11
| Product Category | Number of goods | Number of sales | The average number of orders per item |
|---|---|---|---|
| Clothing and accessories for women | 42326 | 1748510 | 41.31 |
| Clothing and accessories for men | 28417 | 630515 | 22.19 |
| Phones and Telecommunications | 12833 | 1262509 | 98.38 |
| Childen's goods | 25165 | 923506 | 36.70 |
| Cars and Motorcycles | 28428 | 591008 | 20.79 |
| Jewelry | 17986 | 1340013 | 74.50 |
| Clock | 16368 | 645267 | 39.42 |
| Computers and network equipment | 21667 | 480795 | 22.19 |
| Luggage and bags | 16591 | 372007 | 22.42 |
| For home and garden | 14061 | 1242838 | 88.39 |
| Consumer electronics | 12126 | 692861 | 57.14 |
| health and beauty | 28779 | 3035748 | 105.48 |
| Sports and entertainment | 40485 | 607420 | 15.00 |
| Footwear | 14721 | 213160 | 14.48 |
| Lamps and lighting | 13391 | 400859 | 29.93 |
| Toys and Hobbies | 11785 | 675388 | 57.31 |
| Weddings and Celebrations | 13326 | 17950 | 1.35 |
| Furniture | 8829 | 16381 | 1.86 |
| Electronic components | 3553 | 151122 | 42,53 |
| Food | 3871 | 28329 | 7.32 |
| Office and school supplies | 16077 | 354924 | 22.08 |
| Home Improvement | 8976 | 312971 | 34.87 |
| Security and Protection | 5538 | 26513 | 4.79 |
| Non-standard goods | 6701 | 103221 | 15.40 |
| total | 412,000 | 15873815 | 38.53 |
For the period from 10.10 to 10.11 on average, each product was purchased 38 times - this is more than one sale per day - a good result for such a huge range .
The greatest demand was for products in the following categories:
- “Beauty and health” - 3035748 orders,
- "Telephones and telecommunications" - 1262509 orders,
- "For home and garden" - 1242838 orders,
- "Jewelry" - 13,40013 orders.
The lowest demand for goods categories:
- "Weddings and celebrations" - 17950 orders,
- "Furniture" - 16381 orders
- "Security and protection" - 26513 orders,
- "Food" - 28329 orders.
Sale 11.11: the overall picture
The sale dedicated to the “World Day of Shopping” officially took place on Aliexpress from 11:00 November 11, 2016 - to 11:00 November 12, 2016
Since we remove all the parameters for the goods once a day, we will make a slight simplification. We will capture in our calculations all the “opozduns” who made purchases from 11:00 to 23:59 on the 12th, and all the “hurry-ups” who did not wait for the beginning of the sale and made their purchases from 00:00 to 10:59 11 th numbers. This simplification will have little effect on the whole picture.
The overall picture in two days of sales
| Product Category | Total goods | The first day (11.11) | The second day (12.11) | ||
|---|---|---|---|---|---|
| Total sales | Sales per item | Total sales | Sales per item | ||
| Clothing and accessories for women | 42326 | 2636323 | 62.29 | 530648 | 12.54 |
| Clothing and accessories for men | 28417 | 863156 | 30.37 | 196026 | 6.90 |
| Phones and Telecommunications | 12833 | 1700195 | 132.49 | 282028 | 21.98 |
| Childen's goods | 25165 | 1247557 | 49,58 | 229912 | 9.14 |
| Cars and Motorcycles | 28428 | 743040 | 26.14 | 137198 | 4.83 |
| Jewelry | 17986 | 2354023 | 130.88 | 468301 | 26.04 |
| Clock | 16368 | 820937 | 50.15 | 175882 | 10.75 |
| Computers and network equipment | 21667 | 646747 | 29.85 | 131370 | 6.06 |
| Luggage and bags | 16591 | 763450 | 46.02 | 137016 | 8.26 |
| For home and garden | 14061 | 1777333 | 126.40 | 352474 | 25.07 |
| Consumer electronics | 12126 | 1050196 | 86.61 | 198532 | 16.37 |
| health and beauty | 28779 | 3140383 | 109.12 | 538868 | 18.72 |
| Sports and entertainment | 40485 | 1016435 | 25.11 | 183848 | 4.54 |
| Footwear | 14721 | 279436 | 18.98 | 57157 | 3.88 |
| Lamps and lighting | 13391 | 606880 | 45.32 | 133964 | 10.00 |
| Toys and Hobbies | 11785 | 760370 | 64,52 | 152494 | 12.94 |
| Weddings and Celebrations | 13326 | 27640 | 2.07 | 6867 | 0.52 |
| Furniture | 8829 | 17553 | 1.99 | 3639 | 0.41 |
| Electronic components | 3553 | 54692 | 15.39 | 12105 | 3.41 |
| Food | 3871 | 55177 | 14.25 | 9962 | 2.57 |
| Office and school supplies | 16077 | 543028 | 33.78 | 111350 | 6.93 |
| Home Improvement | 8976 | 474608 | 52.88 | 94897 | 10.57 |
| Security and Protection | 5538 | 28550 | 5.16 | 6519 | 1.18 |
| Non-standard goods | 6701 | 112820 | 16.84 | 25710 | 3.84 |
| total | 412,000 | 21720529 | 52.72 | 4176767 | 10.14 |
The number of purchases on the second day of the sale fell five times - 21,720,529 orders on November 11 and 4,176,767 orders on November 12. The most sought-after categories of goods remained "beauty and health", "telephones and telecommunications", "jewelry", "home and garden", and goods from the category of "consumer electronics" were also in high demand.
For two days of sales, we recorded an increase of 25,897,296 orders for goods from our sample in the amount of 412,000 items. The average number of orders per product unit was 62.86. This is 1.6 times more than the number of sales for the previous month of work. Impressive results. No wonder every iron shouted about a grand sale.
The results divided by two days are no longer needed, as the situation was similar to the one above - on the first day of purchases, on average, 5 times more than the second. The following are common values ​​for two days of sales.
Now consider the big picture, applying filtering by discounts.
I remind you that in the last article we broke all the discounts into three types:
- the product on sale will cost 10% or more lower than the minimum price for the last month - a real discount ;
- the goods will be cheaper, but the minimum price for the last month will not be cheaper - a lime discount ;
- the goods will be cheaper, but the discount will be from 0 to 10% compared to the minimum price for the last month - the discount is insignificant .
Summary of all products participating in the sale
| Product Category | Total sales | Real discounts | Linden discounts | Minor discounts |
|---|---|---|---|---|
| Clothing and accessories for women | 3166971 (100%) | 666979 (21.1%) | 487962 (15.4%) | 2012030 (63.5%) |
| Clothing and accessories for men | 1059182 (100%) | 274830 (25.9%) | 129874 (12.3%) | 654478 (61.8%) |
| Phones and Telecommunications | 1982223 (100%) | 583519 (29.4%) | 193068 (9.7%) | 1205636 (60.8%) |
| Childen's goods | 1477469 (100%) | 335499 (22.7%) | 216277 (14.6%) | 925693 (62.7%) |
| Cars and Motorcycles | 880238 (100%) | 187649 (21.3%) | 115829 (13.2%) | 576760 (65.5%) |
| Jewelry | 2822324 (100%) | 816059 (28.9%) | 306625 (10.9%) | 1699640 (60.2%) |
| Clock | 996819 (100%) | 269759 (27.1%) | 80986 (8.1%) | 646074 (64.8%) |
| Computers and network equipment | 778117 (100%) | 153740 (19.8%) | 128709 (16.5%) | 495668 (63.7%) |
| Luggage and bags | 900466 (100%) | 243850 (27.1%) | 105908 (11.8%) | 550708 (61.2%) |
| For home and garden | 2129807 (100%) | 528163 (24.8%) | 281180 (13.2%) | 1320464 (62.0%) |
| Consumer electronics | 1248728 (100%) | 264434 (21.2%) | 201984 (16.2%) | 782310 (62.6%) |
| health and beauty | 3679251 (100%) | 882,737 (24.0%) | 540129 (14.7%) | 2256385 (61.3%) |
| Sports and entertainment | 1200283 (100%) | 261372 (21.8%) | 166521 (13.9%) | 772390 (64.4%) |
| Footwear | 336593 (100%) | 72350 (21.5%) | 49862 (14.8%) | 214381 (63.7%) |
| Lamps and lighting | 740844 (100%) | 155546 (21.0%) | 105,757 (14.3%) | 479541 (64.7%) |
| Toys and Hobbies | 912864 (100%) | 184216 (20.2%) | 113525 (12.4%) | 615123 (67.4%) |
| Weddings and Celebrations | 34507 (100%) | 11857 ​​(34.4%) | 1950 (5.7%) | 20,700 (60.0%) |
| Furniture | 21192 (100%) | 5272 (24.9%) | 2353 (11.1%) | 13567 (64.0%) |
| Electronic components | 66797 (100%) | 7048 (10.6%) | 8286 (12.4%) | 51463 (77.0%) |
| Food | 65139 (100%) | 15493 (23.8%) | 7636 (11.7%) | 42010 (64.5%) |
| Office and school supplies | 654378 (100%) | 142656 (21.8%) | 93224 (14.2%) | 418498 (64.0%) |
| Home Improvement | 569505 (100%) | 115884 (20.3%) | 74519 (13.1%) | 379,102 (66.6%) |
| Security and Protection | 35069 (100%) | 7668 (21.9%) | 4470 (12.7%) | 22931 (65.4%) |
| Non-standard goods | 138530 (100%) | 22174 (16.0%) | 28,817 (20.8%) | 87539 (63.2%) |
| total | 25897296 (100%) | 6208754 (24.0%) | 3445451 (13.3%) | 16243091 (62.7%) |
Interest was rounded off to tenths, so the amount may deviate slightly from 100%.
The results of the sale are as follows: 2 products from 8 purchased with a real discount, 1 product from 8 purchased with a “fake” discount, 5 products from 8 purchased with a slight discount.
In the categories of "electronic components" and "non-standard goods" buyers worst of all managed to recognize the "fake" discounts. In these categories, the number of sales of goods with “fake” discounts exceeds the number of sales of goods with real discounts.
The most "vigilant" were the buyers of goods from the headings "watches", "weddings and celebrations" and "telephones and telecommunications".
Sale 11.11 for popular products
Now let's look at the summary data for products that had 100 or more orders on 11/06/16, let me remind you, of all such products in our database is 145,255.
| Product Category | Total sales | Real discounts | Linden discounts | Minor discounts |
|---|---|---|---|---|
| Clothing and accessories for women | 2971140 (100%) | 631799 (21.3%) | 453990 (15.3%) | 1885351 (63.5%) |
| Clothing and accessories for men | 937119 (100%) | 249268 (26.6%) | 113160 (12.1%) | 574691 (61.3%) |
| Phones and Telecommunications | 1933985 (100%) | 574876 (29.7%) | 185907 (9.6%) | 1173202 (60.7%) |
| Childen's goods | 1380565 (100%) | 316233 (22.9%) | 201238 (14.6%) | 863094 (62.5%) |
| Cars and Motorcycles | 794056 (100%) | 171526 (21.6%) | 103635 (13.1%) | 518895 (65.3%) |
| Jewelry | 2785481 (100%) | 803086 (28.8%) | 304,121 (10.9%) | 1678274 (60.3%) |
| Clock | 939212 (100%) | 257163 (27.4%) | 74825 (8.0%) | 607224 (64.7%) |
| Computers and network equipment | 674275 (100%) | 133708 (19.8%) | 112759 (16.7%) | 427808 (63.4%) |
| Luggage and bags | 810249 (100%) | 223164 (27.5%) | 95044 (11.7%) | 492041 (60.7%) |
| For home and garden | 2096982 (100%) | 519367 (24.8%) | 277660 (13.2%) | 1299955 (62.0%) |
| Consumer electronics | 1196970 (100%) | 254792 (21.3%) | 193502 (16.2%) | 748676 (62.5%) |
| health and beauty | 3575396 (100%) | 857597 (24.0%) | 527471 (14.8%) | 2190328 (61.3%) |
| Sports and entertainment | 1012248 (100%) | 221056 (21.8%) | 140720 (13.9%) | 650472 (64.3%) |
| Footwear | 260846 (100%) | 56369 (21.6%) | 38920 (14.9%) | 165557 (63.5%) |
| Lamps and lighting | 682835 (100%) | 145536 (21.3%) | 95870 (14.0%) | 441429 (64.6%) |
| Toys and Hobbies | 846734 (100%) | 170692 (20.2%) | 105325 (12.4%) | 570717 (67.4%) |
| Weddings and Celebrations | 14314 (100%) | 4699 (32.8%) | 805 (5.6%) | 8810 (61.5%) |
| Furniture | 11859 (100%) | 3393 (28.6%) | 1204 (10.2%) | 7262 (61.2%) |
| Electronic components | 59855 (100%) | 6019 (10.1%) | 7757 (13.0%) | 46079 (77.0%) |
| Food | 51395 (100%) | 12081 (23.5%) | 6043 (11.8%) | 33271 (64.7%) |
| Office and school supplies | 586792 (100%) | 130693 (22.3%) | 83803 (14.3%) | 372296 (63.4%) |
| Home Improvement | 526620 (100%) | 107423 (20.4%) | 68752 (13.1%) | 350445 (66.5%) |
| Security and Protection | 20013 (100%) | 5000 (25.0%) | 2496 (12.5%) | 12517 (62.5%) |
| Non-standard goods | 117433 (100%) | 18571 (15.8%) | 25177 (21.4%) | 73685 (62.7%) |
| total | 24286374 (100%) | 5874111 (24.2%) | 3220184 (13.3%) | 15192079 (62.6%) |
Interest was rounded off to tenths, so the amount may deviate slightly from 100%.
For popular products we got an identical picture, as in the general case for all products.
However, comparing the number of orders of goods, in which the number of orders at 6.11 was 100 and higher with the total number of orders, we obtained interesting results:
- a total of 25,897,296 sales were recorded (for a sample of 412,000 products);
- Of these, 24,286,374 sales accounted for popular products (145,255 products).
1/3 of the products provided 94% of all sales.
From the foregoing, the following conclusions can be drawn:
- popular products - the best-selling products on the day of sale;
- for new goods and goods that had up to 100 orders at 6.11, World Shopping Day was most likely an ordinary day at the site.
Sales statistics by price range
Now consider the dynamics of sales of goods, based on their prices. The dollar is changing, so we took the conventional value of 1 usd = 65 rubles. And divided all the products into several price ranges:
- 0 - 1 usd * - goods worth up to one dollar;
- 1 - 8 usd * - goods worth up to 500 rubles;
- 8 - 15 usd * - goods worth from 500 to 1000 rubles;
- 15 - 31 usd * - goods worth from 1000 to 2000 rubles;
- 31 - 80 usd * - goods worth from 2000 to 5200 rubles;
- 80 - 154 usb * - goods valued from 5,200 to 10,000 rubles;
- 154 - 462 usd * - goods worth from 10,000 to 30,000 rubles;
- 462 usd * and higher - more expensive goods 30,000 rubles.
* price with current discount.
You can find a full account of the sales of goods from these ranges in the attached file , we will use the pivot table.
Summary table of sales by price range
| Product Category | Total sales | 0-1 | 1-8 | 8-15 | 15-31 | 31-80 | 80-154 | 154-462 | 462 and above |
|---|---|---|---|---|---|---|---|---|---|
| Clothing and accessories for women | 3166971 | 383557 | 1838318 | 646608 | 246103 | 47666 | 2622 | 2065 | 32 |
| Clothing and accessories for men | 1059182 | 31243 | 590988 | 282709 | 121950 | 31154 | 1047 | 91 | 0 |
| Phones and Telecommunications | 1982223 | 513524 | 1222441 | 77078 | 65314 | 37362 | 54954 | 11418 | 132 |
| Childen's goods | 1477469 | 214182 | 1007560 | 204884 | 45309 | 4711 | 599 | 224 | 0 |
| Cars and Motorcycles | 880238 | 178970 | 498667 | 96904 | 65633 | 32707 | 5506 | 1843 | eight |
| Jewelry | 2822324 | 1423859 | 1358216 | 31713 | 7063 | 1209 | 147 | 115 | 2 |
| Clock | 996819 | 123542 | 636872 | 177496 | 53575 | 5110 | 210 | 14 | 0 |
| Computers and network equipment | 778117 | 55445 | 535474 | 94112 | 44206 | 28794 | 12294 | 7661 | 131 |
| Luggage and bags | 900466 | 49826 | 483371 | 197361 | 150703 | 18645 | 545 | 15 | 0 |
| For home and garden | 2129807 | 769334 | 1247874 | 86930 | 21918 | 3596 | 126 | 29 | 0 |
| Consumer electronics | 1248728 | 146203 | 685616 | 156839 | 212378 | 42488 | 2327 | 2857 | 20 |
| health and beauty | 3679251 | 1552283 | 1854773 | 158388 | 89802 | 21486 | 2432 | 79 | eight |
| Sports and entertainment | 1200283 | 142786 | 716848 | 192564 | 103828 | 40965 | 2765 | 510 | 17 |
| Footwear | 336593 | 12245 | 51770 | 93693 | 143696 | 33652 | 1535 | 20 | 0 |
| Lamps and lighting | 740844 | 99818 | 506897 | 94064 | 30698 | 7833 | 1411 | 155 | one |
| Toys and Hobbies | 912864 | 170441 | 595073 | 91638 | 42486 | 12563 | 246 | 430 | one |
| Weddings and Celebrations | 34507 | 150 | 6600 | 4702 | 9637 | 11202 | 1817 | 350 | 0 |
| Furniture | 21192 | 4956 | 11520 | 2011 | 1983 | 420 | 180 | 98 | ten |
| Electronic components | 66797 | 20930 | 42044 | 1594 | 512 | 1694 | sixteen | 358 | 0 |
| Food | 65139 | 8007 | 46254 | 9183 | 1502 | 121 | 70 | 2612 | 2 |
| Office and school supplies | 654378 | 288115 | 315901 | 22676 | 16901 | 7506 | 422 | 2636 | 104 |
| Home Improvement | 569505 | 59012 | 339659 | 55596 | 68429 | 38197 | 5877 | 722 | eight |
| Security and Protection | 35069 | 1718 | 17042 | 6299 | 4136 | 2647 | 2384 | nineteen | 0 |
| Non-standard goods | 138530 | 6574 | 106327 | 14678 | 9393 | 1434 | 104 | 0 | one |
| total | 25897296 | 6256720 | 14716105 | 2799720 | 1557155 | 433162 | 99636 | 34321 | 477 |
Findings:
- The most popular categories of goods from buyers on the day of the sale were:
- Beauty and health - 3679251 order;
- Clothing and accessories for women - 3166971 order;
- Jewelry - 2822324 orders;
- For home and garden - 2129807 orders;
- Phones and telecommunications - 1982223 order.
In total, orders for goods from these categories accounted for 53% of all orders recorded by us during the sale. - The least popular categories of goods among customers are:
- Furniture - 21192 orders;
- Weddings and celebrations - 34507 orders;
- Security and protection - 35069 orders;
In total, orders for goods from these categories accounted for 0.4% of all orders recorded by us during the sale. - Four of the five products sold on World Shopping Day had a cost of up to 8 usd (up to 500 rubles).
- The sale, in our opinion, was a success - more knocks sold more goods than in the last 30 days of Aliexpress.
Thanks for attention.
Source: https://habr.com/ru/post/399243/
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