"Double 12" near the electrical business to play creative entities spell price

"Double 11" to promote the smoke has not yet dispersed, "double 12" footsteps are approaching. This time, the appliance business is no longer satisfied with the low price strategy, but in various publicity stunt to do the article. On the other hand, the physical mall is still targeting the year-end market, a wave after wave of promotions will continue to the beginning of next year. However, after the "Double 11", the purse "blood loss" of consumers, regardless of http://www.aliyun.com/zixun/aggregation/7963.html "> line, in the face of this round of discount season will be more rational."

Online: "Double 12" competition alternative marketing

This year's "double 12", the major electric dealers are no longer the same as in the past, the collective price, but to open alternative marketing, trying to stimulate consumers increasingly numb nerves. For example, this year, "double 12", Taobao stressed the interaction between buyers and sellers, played a "preferential autonomy" slogan, merchandise discounts by buyers, sellers jointly decided. Jing Dong is a big play care card, in some cities to enable fashion beauty delivery, attract attention. Suning Tesco started a five-day five-night Love super 0 yuan shopping.

However, some of the electric dealers continue to the old routine, set off a price war. Dangdang Books and clothing category "50 percent caps", digital, home and pregnant baby category participate in discounts and full reduction activities. "It will be the last wave of promotions this year, given that prices are still sensitive, and the price sensitivity of ordinary consumers is high." Price is the most direct way. Dangdang said the person in charge.

Offline: Month price war offers up to 50 percent

and network business "implicit" compared to the physical stores in their own traditional sales season will still play a vigorous price war. "Recently the market discount strength is particularly large, the original price of nearly 2000 yuan of high boots," 200 minus 130, after folding only 600 pieces. and also enjoy folding, sent 100 yuan of shopping coupons. "Consumers Miss Liu said that they did not consider the electric dealer's" double 12 "promotional. "The price is already very affordable. On-line discounts, this brand is also not much. ”

"Our activities will be adjusted, but by convention, the year-end promotion will continue until New Year's Day." Ms. Shen, a mall relative, said that it was time for the annual sales of the sprint, so each store took out its own "best". Reporter statistics found that the current city mall average discount of about 50 percent, and some shopping malls also launched a folding activities, such as shopping after a discount of 600 yuan, that is to send 100 yuan voucher, or directly hit 95 percent.

Experience decline promote consumer rational shopping

Faced with the "double 12" teaser, consumers have become rational. "This time I'll be more cautious about buying things." Xie, who was hailed as a net-buying person by friends, said that his "double 11" had started to collect all kinds of goods one months earlier, "bought 13 pieces altogether, but then returned 4." "Double 11" has made many consumers feel that the consumer experience has fallen. "I bought a dress at the Jake&jones flagship store and shipped it one weeks later. "said the consumer, Mr. Luo. Data show that the "double 11" on the day the sale of hundreds of millions of shops, in the subsequent two weeks of return rate is 9 times times the usual, of which 30% are due to distribution is not timely.

and experienced the "51" big promotion, 6 18, 8 15 and "Double 11", the electricity merchants began to gamble "double 12" this year the last "a shiver". But too frequent promotion not only lets the consumer feel numb, also lets each big electric dealer bear the huge cost pressure. Li Bin, an executive vice president of Suning and Tesco, said in December that there was no price war for electricity dealers. He pointed out that at present the "double 11" Ultra-low Price Baptism market empty window period, the price stimulation is no longer obvious. Moreover, this year's price war is frequent, most enterprises have overdrawn, financial indicators, will suspend the "bloodletting".

In fact, as early as September this year, the founder of Liu said that the demand next year to start a profit stop, and do a proper contraction. Data show that the 2011 Beijing-east income of 21.2 billion yuan, net loss as high as 1 billion yuan. Similarly, in the face of the continued loss of earnings, Dangdang CEO Guoqing Frankly said that the loss is a current business strategy, in exchange for the rapid growth of the scale.

For "Double 12" electric Dealer "new play" can once again set a sales myth, has the industry analysis, every "festival" must have become the electricity business normal. Frequent generation of electric dealers, time span is too short, it is easy to form a "promotional fatigue", and frequent promotion in the exchange for sales, but also received too much complaints, the brand itself is a kind of injury.

New reporter Shinya Qi intern Sun