Electricity Industry Frequent "Festival" Holiday Marketing Weak

"P eleven" and "double two" major e-commerce platforms, the main price war is different, this time the business platform has begun alternative marketing.

Taobao no longer set the discount rate to allow consumers and businessmen to discuss with each other; the Jingdong mall also abandoned the "net minimum" mantra, instead of seeking beauty delivery eyeball; suning.com played the "public welfare card", launched a "20 love" activities for the "double two".

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< p > after experiencing the crazy baptism of "double eleven", the netizen who overspent money had a rather dull response to this "a href=" //www.sjfzxm.com/news/index_h.asp "double 12 /a", and the scene of all night shopping was not staged again.

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< p > < strong > electronic business platform "different play" < /strong > /p >

< p > Taobao, which relies on sales volume for its "double eleven", has adopted another sales promotion discount mode.

On the evening of 11, around 22 o'clock, the reporter opened the "12. 12" sales promotion main page, and saw that many commodities marked the "12 12 wish price" on the basis of the original price on the basis of the original price. The "willing price" was given by the seller autonomously. Some of them were 50 percent off yuan or about a few yuan in the original price, and on the basis of the "willing price", consumers could hold together and ask the sellers for more discounts.

In this mode, more autonomy is handed over to sellers and consumers.

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< p > it is understood that as at 10 a.m. on December 11th, the number of "double 12" total registered products reached 12 million, the number of registered sellers was over 1 million 100 thousand, and the number of buyers was 5 million 460 thousand times, the seller responded to the number of treasures 3 million 930 thousand times.

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< p > Jingdong mall named "double two" as "member Guan Airi", the main strategy is "white dress beauty", that is, cabbage price, service upgrade, beauty delivery express strategy.

From 10 to 12, consumers in four regions of Beijing, < a href= "//www.sjfzxm.com/news/index_p.asp" > Shanghai < /a > Chengdu and Guangzhou will purchase goods under the Jingdong mall, and their distribution will have the chance to be completed by "angel of love". These "love angels" are all fashionable and beautiful girls.

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< p > suning.com joined in the promotion of public welfare elements, from 8 to 12, launched the "five days and five nights for love 0 yuan" activities, the main form of operation is that consumers buy 0 yuan purchase products, will be directly returned to the total amount of goods purchased coupons, the highest 300 yuan.

In addition, Suning Appliance and suning.com sell 1 yuan for public welfare every 0 yuan sold.

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< p > < strong > consumer discount is not "giving strength" < /strong > /p >

< p > when the 0 points of the "double 12" are coming, the heart of Li Ying (a pseudonym) is beginning to itch again. Although the "double eleven" has spent more than two thousand yuan shopping, but on the Taobao page, two or two pages of publicity page are "so warm and beautiful", "tide female solicitation order", "cold play sexy" and other personalized tags. Li Ying can not help but open one link after another.

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< p > compared with the "double eleven" 50 percent off, Li Ying found that the discount of many businesses was not enough. The original price of the "thick cotton autumn winter" a href= "//www.sjfzxm.com/news/index_f.asp" > hanging neck skirt < /a > was 129 yuan, which was previously seen in China. The "willing price" of "double two" was only 113.5 yuan and the discount rate was only 10%. In addition, another "high collar knitted Jersey" was tagged at 110 yuan and the "willing price" was 49.5 yuan, but Li Ying looked at the purchase record, which was only 50.6 yuan before the sale of the garment.

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< p > it is understood that some consumers in the "double eleven" shopping are bought because of the "double two" purchase.

Netizens "Yifan 109" on micro-blog said, "double eleven" did not buy a piece of clothing, this "double 12" to make up.

More consumers are purely "habit making", and netizens "Rui" and "double mother" say, "there are two dozen activities everywhere. What can I buy? Though there is nothing missing, I do not buy anything like losing money!"

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< p > < strong > sales volume of local businesses is not as good as expected < /strong > < /p >

< p > for this "double 12", the business reaction is also more rational.

"Double 12" is like a regular promotion day. Most businesses participate in this activity for two purposes. On the one hand, they will further digestible some stock of the year, and on the other hand, they will throw out a new second year model to see the reaction of the market.

AI Shang network general manager < a href= "//www.sjfzxm.com/pioneer/" > Zhao Yao < /a >.

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Zhao Yao, a brand of vulcanized shoes, was involved in the joint promotional activities of 15 outdoor TOP sellers in Taobao's "double 12" sports. On the activity page, the reporter saw that the promotional brand emphasized the theme marketing and Combinatorial Marketing, such as setting up two main topics, "equipment needed for volcanic eruption" and "equipment needed for storm", integrating different brands of products into different themes, and stimulating consumers' shopping desire through product mix.

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< p > low price is still the standard configuration of many businesses, and the "3 to 50 percent off" and "1 fold" labels are still everywhere.

In the homepage of Zhao Yao's canvas shoes brand store, except for color, style, function and so on, the theme of the product is displayed, such as "custom a href=" //www.sjfzxm.com/news/index_x.asp "> strawberry shoes < /a", "sell seven rainbow", "different leisure guests" and so on, the average selling price is reduced to about 50 percent off.

Some brands that participated in the "double eleven" sales promotion also continued to have a low price in the "double 12". For example, the nine herd King continued to launch the "double 12" 50 percent off area, but the promotional products were different from the "double eleven". The seven wolf wolf men's wear flagship store also launched the "60 percent off ceiling" discount.

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< p > some businesses continue to "double eleven" discount, but the promotional effect is greatly reduced.

CEO, who painted the shoe net, was full of anticipation of Taobao's "different gameplay" before the event began. After the start of the event, it found that the consumer response was very cold. There was no peak shopping period, and the sales volume was only twice that of normal sales.

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< p > < strong > after the "big test" of the express industry, then "training" < /strong > /p >

Less than P, after a grand online promotion, the logistics express industry needs ten and a half months to digest the online shopping express.

The "double eleven" express has not yet been fully digested. In December, the "double two" followed the test of the express industry. However, compared with the "double eleven" test, "double two" is more like a "training".

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< p > "increase aviation tonnage, add more than a dozen spare cars, express personnel cancel the rest."

Mr. Lu, director of EMS at Quanzhou post, told reporters that the deployment of "double two" has started a week ago.

However, on the afternoon of 12, after consulting several electric business enterprises, Mr. Lu found that the growth of single volume did not reach the estimated magnitude, and may not exceed twice the normal sales on weekdays.

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< p > starting from November, the promotion of large and small networks has been concentrated together. The express industry has to face the challenge continuously, and it is also a test for the couriers.

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< p > "basically, from September, the" a href= "//www.sjfzxm.com/news/index_c.asp" express industry "/a" entered the peak season, and lasted until the Spring Festival. Especially after the period from "double eleven" to the Spring Festival, 40% of the employees had to work until 11 p.m., and the number of times and the number of hours to be taken in some key enterprises and key areas will be extended, and the number of posts will also increase.

Mr. Lu said.

According to the introduction, some large business enterprises, during the promotion of the network, the number of daily delivery of the express delivery service reaches more than ten times. For example, the happy street shopping mall in the "double eleven" and "double 12" sales promotion period, the courier sometimes needs to work until three or four o'clock in the morning.

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< p > < strong > > making a habit, not addicting to < /strong > < /p >

< p > from the first wave of electricity price war in June 18th, to the electricity supplier war in August 15th, to the "double eleven" Singles Day promotion and the arrival of the "double two", the electricity supplier's "festival making" campaign has been followed by waves. These days, which are not related to traditional festivals, have become the carnival days of consumers online shopping.

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< p > electricity supplier "create Festival", promoting the growth of the industry and changing the way people shop.

However, too frequent promotions, hard and false discounts have begun to make some consumers tired of "crazy holidays".

The "Festival" has overdrawn the purchasing power of consumers and overdrawn the manpower, material resources and financial resources of enterprises.

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< p > this time, the "double 12" has become more frequent after the "Festival".

When the low price promotion fails to arouse consumer interest, e-commerce enterprises should also seriously reflect on their operation mode, make efforts to accurately grasp the needs of consumers and enhance the shopping experience, maintain a pparent and honest market environment, rather than rely on short-term "build up" and price war to drive sales.

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