Does the electric trader make holiday promotion, "festival" or "robbery"?

[Abstract] Consumers have long been tired of the practice of electric dealers making holiday promotions, is it "festival" or "robbery"?

Let us once again focus on the Electric Business website "festival promotion" phenomenon. Overwhelmed by the electric Business Festival, now let consumers feel tired, the famous cat double 11, Jing Dong 618 ... More exotic flowers such as poly-Mei excellent products recently launched the "4.5 weeks of celebration", there has been a concern for the slot said: "Who will celebrate the birthday of more than half?"

And from Beijing east, Taobao to Suning and other major electric dealers in the end from the creation of the festival promotion how many sales performance? Make festival into madness, the electric business website a few years ago also complacent announced the holiday "report Card", now also in the so-called online shopping spree after the sale of the results remain silent ... Users are so hard, businessmen complain, sooner or later will become the power of the business catastrophe. To see the titanium media invited author Li Yihai Survey Review, the Titanium Media editor:

Just opened the "Suning 8 18 the strongest color TV month" Is Liz Girl this year to experience the 17th time the so-called Electric Business Festival. When the Liz of a state-owned enterprise "sitting in the office" saw the news, not even the words represented by the meaning of thinking, on the slide moved the screen, "now in micro-bo see iphone5s Lottery I am too lazy to move fingers, not to mention this is more diligent than aunt, the perfunctory Electric Business festival promotion." ”

During the 6 anniversary of the last shop of July 11, although at that time the subway station everywhere to wear sexy Chen Yao for the 1th shop endorsement when the bow to shoot the billboard, Liz is always indifferent, even the whole month even a store app did not open-not Chen Yao not beautiful, Liz's Mountain shoe box also suggests that she is not a shopper, but that consumers have been tired of the electric Trader's practice of making promotions.

Once a month, the user is very hard

According to statistics, from "across the year, 1314 together, to give the Force red envelopes coupons" To Catch "Valentine's Day", and then to the traditional promotional feast "51 Golden Week" to "decisive battle summer Heat", and finally to today's "818", just suning easy to buy a home appliance business website up to August has been in the name of the festival to do 9 times big promotional activities! A full nine times, on average, is equivalent to a monthly section.

"Whenever my aunt is coming, I know that Su Ning will be promoted again," Liz said.

If you add a number of stores, Poly-Mei excellent products, Beijing-east, days of the cat, Gome, when and Amazon and other large electric dealers, such as the so-called shop celebration, the so-called user feedback, such as large-scale promotional activities, and even do not mention those small spending is not worth the use of public relations resources, Liz said, electric business site Almost everyone realize the dream of childhood-every day.

But consumers do not seem to enjoy the feeling of daily holidays. Suning 6 18 from 2012 to 2014 to speak only in percentages, although it is not open to the big promotion site, it still claims to have exaggerated growth every year. Similarly, in 2012, the 6 18 revealed that the full day effective order is 1.5 million orders. The 2013 data from the east of Beijing show that June 17 effective orders close to 2 million single days. After this year's 6 18, Jing Dong did not provide all the sales.

Why do companies no longer disclose their transcripts after listing? The reason for this is worth pondering. This is reminiscent of the 2012 Jingdong Mall in the end of May, Hong Kong's listing of the market revealed its actual sales last year of 21.2 billion yuan, and before the Beijing-East announced the figure is 30.9 billion yuan.

Liu published a microblog in 2012 when 618 of people questioned the cost of sales in Jingdong, saying that "electronic fraud is an open secret of the industry." So the Electric Business festival marketing effect we could imagine. The results of a social survey also showed that 71% of consumers were unable to produce a consumer impulse to look at when they were told of the promotional activities of these electric dealers.

The awkward "creation festival" imitation Tide

And on the internet, Liz's shopping impulse began in 2012, exactly from November 11, 2012.

It was quite a busy day. Under the influence of the 11 day cat 3.36 billion sales, from line to line almost all of the commercial-type mobilization. It has not belonged to an E-commerce festival, it is a consumer holiday, all netizens are in the Festival carnival. Liz's deepest impression is that her mother, who is already the square dancer, is clamoring to buy a new tape recorder this day. The day the cat completed 19.1 billion of sales, shocked all the sales industry.

The amazing report card of the cat makes the new and old electric dealers realize that a promotion can really make an electric dealer, but they only learn the fur, the shape and the magic.

Internet subculture permeates the hearts of netizens unconsciously. The Singles Day of November 11, is the internet subculture inside a popular holiday, but the singles Day does not have a well-known way of celebration, and the Double 11 shopping festival "just" selected on that day, and shopping happens to be in line with the internet subculture content, Ali happens to be marketing experts and industry leaders, Led to the rest of the industry jealous of the electricity quotient, in these common factors under the effect of "luck" to achieve Ali's shopping spree.

"But now look in addition to Gome's 83 men's Day is a bit so mean, 618, 818, but the number is very auspicious, the electric business is only Handan." "one insider said.

"They have only seen the Sky Cat's aura, did not see the cat behind the various support, Suning is one of the typical representative." Su Ning this year the number of Liz in accordance with the words said has caught up with the great aunt, the site construction problem has been plagued. August 2012 when the site has been paralyzed, the August 2013 shop celebrates the site again frequent paralysis, 2014 618 again appeared the so-called "phased" data congestion, IBM trillion-scale platform can not be for suning escort.

On the other hand, express speed and after-sales service has been bad for consumers have been criticized, "Suning has a period of time has become a netizen crusade against Suning base." Zhang June, who has been bothered by this problem, said that he had bought more than 10 days in the early 14 in Suning, and the customer service phone would have been hung up, and then Zhang June found the organization in the post, and was forced to become a su ning black. For Su Ning, apply Netizen's exact words: The gun is not so, what use is charge?

The creation of festival marketing is the product of the last era

"Consumers do not pay, more important reason is that the promotion of this piece of too much, for example, a certain electric dealer for this product subsidies a lot of money, the original price 499, subsidy after 299, purchase price of 399, then about this piece of the retailer and the person in charge of collusion will be able to put the goods all Tun down, static and other festivals past. "A person inside the electricity dealer discloses.

Promotion of the false once let Liz completely no longer believe that these electrical business so-called "hair welfare", unprovoked out of stock, price adjustment after discounting, limit the purchase of red envelopes, sales stickers, these Liz experienced more than once, Liz personally participated in the Beijing-Soviet War this "marketing scam." 3C Class Xun Network CEO Bu Guangzi in the price war just started on the micro-blog pointed out that the Beijing-east about the war Su Ning, and last year provoked when the same, to their own short plate beat others advantage, 100 injured enemy 8000.

Liz, looking forward to buying cheap home appliances, soon found that the two sites were not much cheaper. One reason is that Jingdong and Suning are easy to buy the same products rarely, consumers simply can not compare. Have a media spot check 9 kinds of goods, found that the highest coincidence rate of goods but 50%, and the lowest category, such as Haier air-conditioning in Jingdong mall on the 48 models, Suning easy to buy on 41, but coincident with the model only 1.

"It is a stark discrimination against the consumer's IQ. Liz is still indignant at the mention of it. Electric Business observer Ruzenwang that the price war is a PR war, to "price war" gimmick to drive consumer attention, to stimulate consumer desire and consumption power, has become the standard play of the electric business.

As for the business really to follow the eldest brother Price promotion is no regrets? We have to return to the essential meaning of promotion to see. In the early days of promotion, the significance of the promotion for the brand business, mainly to use activities to clean up inventory. When the brand to sell online sales as an important marketing channel, and the Electronic Business platform to increase the number of promotions formed a strong contradiction. Such a contradiction intensified against the electric dealer's intention to promote.

The famous oil brand "Liv" such a statement may represent the complexity of the business mentality:

"In view of Jingdong Mall locked our backstage, pushing the business on the bad promotion, and we negotiate all day, even the lawyer letter has been issued, Jing Dong is not smell ignore." The Liv brand is now officially declared: "Withdraw from Jingdong!"

2012-year Double 11 jingdong to carry out holiday promotions, forced to carry the Internet brand of the olive oil discount promotions, resulting in the withdrawal of the olive oil from the east of Beijing. "This kind of thing in the industry more business is dare not to say," The electric business researcher Gao Qiang says.

These "festivals" also in the overall destruction of China's electric business industry. The electric business industry in China has always been a low-end cheap symbol, such as poly-Mei excellent products, most high-end cosmetics brands are unwilling to authorize the root cause is to damage their brand image. In 2012, Su Ning, Beijing East, Gome price war, price fraud also caused the government regulatory department attaches great importance. "If, like Wal-Mart, Carrefour, these supermarkets like the promotion, the price war as a normal means of competition, the electric dealers will only cause irreparable damage to their own image, not conducive to their long-term development." Said Gao.

In a word, the marketing of the festival is a traditional social business trick, is the product of the traditional society. The electric dealer has moved it to the Internet as a kind of warfare weapon, even if has optimized, but in the late Qing Dynasty Chinese soldier in facing the capitalist country's invasion even if the bow of his hand and the infrared ray aim, it also cannot fight the rifle Yang Pa. Using the Internet Age's brain to think of the internet era of marketing is the kingly way.

Thinking with the brains of the internet age

Lo Zhenyu said that the core power of the future business is the community, the internet age is a social age, the Internet is part of our body, is the extension of limbs and ideas, even if people are separated from each other and can be linked to each other anytime and anywhere, like a village, The relationship in this village is built on the basis of mutual trust, and the village head and even the message from a common man in this village will be quickly responded to by others in the community.

Luo thought did an Internet publishing experiment, the Fat village chief will own selected several books in a bag, does not tell the user in advance what book is installed inside. As a result, 8000 sets of 499 Yuan book gift bag in 90 minutes by seconds to kill! This speed makes the deep books for years when and Amazon Raspberry.

"If you can find Han to pick a few books to put in a bag, the estimated effect is good." Said Gao.

Le Vision is a fancy this point, took out 10 super TV and Luo thought to carry on the cooperation marketing, then obtained the stone effect. Luo's thinking of the impact of 1 million people, can greatly improve the super TV and music visibility, on the other hand, Luo fat for Super TV personality endorsement, the equivalent of Luo Fat did super TV stage image spokesperson. Lok See the use of the idea of the sale of the Luo is even more than suning to create the "strongest color TV month."

In the future society, every consumer is in a community, or anime, or mobile phone, or reading. The desire of consumers in the community to pursue high values replaces the pursuit of low prices. And the Internet thinking to make goods, such as with Luo fat cooperation of the music video Super TV, as well as the newly released millet bracelet, they adhere to the "service and content-oriented, hardware and channels supplemented by" the Internet thinking, so the price has been low to the user can accept the degree, they use outstanding cost-effective to win the favor of consumers, No sale is required. Peng Gang, senior vice president of video TV, points out that users of the Internet age are more concerned with the value of products, the real meaning of products can be given to users, and even focus on whether users can participate in product creation.

In such a trend, the so-called "strongest color TV Month" is a traditional mode of out play, blindly excessive price promotion will go into the "dead End", the ultimate "harm to yourself." If the electric dealer blindly in the form of price promotions to marketing, "can not carry the only fall", the Internet Cosmetics and Beijing east of the enmity will be staged again.

In the next days, Liz still will not participate in Suning 818, Gome 83, the United States on the listing back to such a holiday, but she is happy to rob Millet bracelet, "grab to be able to show off" Liz borrowed a phrase to end the interview.

Rough said the internet is a reshaping of the traditional society. For marketing, we should also put the marketing alone in the level of the Internet to take apart to reshape, not only to change a vest, but to change the body to let it in the electric circle to crawl out again.

Who seize the initiative, who can be in the power of the ruthless fight in the first breakthrough.