Analyze second kill mode

What can I get for 1 yuan?

Spring Airlines on the website, from December 20 to 30th last year, 10 points in Shijiazhuang every morning to Hong Kong one-way second to 1 yuan. What else can you buy in addition to 1 yuan? mobile phone, lcd TV, BMW car, house ... As long as you take part in "Second Kill", anything is possible. At the end of the year, promotional activities have been constantly, many brands are using the "second kill" marketing this way.

Second kill: Play is the heartbeat

Waiting for the computer next to two hours in advance, yueanxin will be required to write the information early in Notepad, then convenient to copy and paste. This time the "second kill Baby" is a price of 1299 yuan watches, "second bargain" only 299 yuan. And a total of only 9 watches, before the event began, the Web page shows that there are thousands of people concerned.

When the time came, Yueanxin began to refresh the page constantly, operating the mouse keyboard quickly. Unfortunately, it was a few seconds before filling in the mailing address. She lamented that her most promising New Year gift seemed to be "inexpensive".

Yueanxin become a "second guest" time is not long, but since the low price seconds to a few times the good things, it became unmanageable.

In fact, the concept of "second kill" by businesses to use from scratch, from the strong only more than a year time. "Second Kill" is originally an online game language, refers to a trick to kill the enemy. It was later used to refer to sellers posting some ultra-low priced goods on the internet, a way for all buyers to snap online at the same time.

June 2009, Taobao anniversary of "every 6 will rob" activities, so that "second kill" became the most popular keyword at that time. For example, Dell's laptop is only 600 yuan, but only 6 units a day. August 2010 End of the mobile phone Taobao "one-yuan-second car" more let the net to buy a family completely crazy, December Taobao launched the second kill Chengdu "a set of real estate" and the activities of the BMW car is the "second kill" to the climax. Lenovo, Philips, Hewlett-Packard and many other brand-name products also launched in Taobao "seconds kill", some expensive computer only a dollar.

2010 "Seconds Kill" has become one of the most popular promotional means of network operators, just like Yueanxin's watch, sellers usually make a detailed introduction to the goods before they are officially put on the shelves, display photos, publicize the advantages of the price ratio of goods, and buy the rules on the website, intending to pull consumption. Some sites will be in advance to the consumer inquiries to make timely, targeted detailed answers, so that consumers can not only easily get enough goods and purchase information, improve their perception of control, and make it feel humane, professional experience before the purchase.

When online second kill activity becomes increasingly frequent as a means of business or platform promotions, "second friends" The demand is also more and more big, so about the "second kill" the various raiders in the online popular, Yueanxin learned a lot, such as to have enough Internet bandwidth, the use of Fast browser, to install a variety of plug-ins in advance, such as net silver plug-in and so on. Second guests are numerous and even spawned a new career-professional seconds to kill the team. These seconds to kill the team is generally divided into two: one is a valet second kill, that is, the team to shoot, the other is their own seconds to kill, seconds to sell goods immediately. The former team majority, and their fees are basically in accordance with commodity value, or in accordance with the success rate of collection.

Yueanxin also heard that there is a kind of second kill software and game plug almost, is through the simulation of artificial operation Taobao, Pat, such as the next single process, set a good second kill time, click Frequency, the next single information, you can in the shortest possible time to complete the whole second kill process, more quickly than manual operation.

See the Internet E-commerce Lively, businesses have to "second kill" transplant to the physical stores and shopping malls. Because near the spring Festival, walking in Shanghai's major shopping malls and even street alleys, can see "second kill" promotional activities, involving the goods are automobiles, clothing, electrical appliances, discounted air tickets, beverages and so on.

Play "Seconds kill": not just a simple promotion

"Not all goods are suitable for a second kill. "Ling Yan Management Consulting founder and chief consultant Lin Yue believes that the second kill marketing can indeed instantly gather popularity, enhance brand influence, but some enterprises in the second kill marketing will also fall into some misunderstandings.

For example, some gimmicks are big and don't leave the real offer to the consumer, let consumers instead of brand distrust; businesses borrow seconds to attract attention, but not with consumers to form a benign interaction, after the word of mouth is not high; the second kill may offer a small number of consumers, but hurt most of the old customers, resulting in a decline in brand loyalty.

In April last year, KFC China in the launch of Taobao "value Tuesday" second kill activities, 64 yuan to take the whole family barrel as long as 32 yuan, but when the consumer with a hard time from the Internet to kill the second half of coupons, suddenly be KFC unilaterally declared is invalid false coupons. After a long dispute between shop assistants and consumers, consumers even called 110 to call for help, and many KFC shops were forced to suspend business. So a lively promotional activities into KFC "seconds to kill the door" incident.

There are a lot of similar things, a Shanghai glasses shop in order to attract customers, hit the full "200 to send 200" ads, consumers use coupons, only to find that the merchant designed a lot of "traps", such as: only some merchandise receipts, and each product can only use a 200 yuan coupons, unused coupons do not set change and so on. This toss a few times, we would rather go to the price of the place, also do not want to be fooled.

Lin Yue that the business in seconds before killing activities, should be calculated to prepare the cost of investment to ensure the normal activities, this is the basic business rules, if the business appears to have lost money, will only backfire. If the merchant is a special sale to attract consumers, can be the corresponding combination of goods, extension of more purchase opportunities, if it is to launch new products, the channel, the terminal is fully prepared.

"Second kill marketing is not simply a limited-limit price," Lin Yue believes, but should be an integrated marketing means, especially in the "second Kill" in the previous stage and later, whether the early planning of the dissemination or the establishment of fans, the purpose is to let "second kill" has better bedding and continuity, and only so, "second kill" The marketing side can achieve the result of integration and efficiency. Otherwise, the corporate brand is easy "seconds to kill" is not, against being despised.