Double 12 Summary: The electricity trader avoids talking about the performance to bid farewell the price war to still need time

Perhaps realized that the electric business concentrated on the logistics, brand, consumer power over consumption, in this year's "double 12", the electric dealers try to shake off the excessive reliance on price war.

According to the Beijing Business Report, this year's "double 12", with Taobao led by the electric dealers tried to avoid discounts, sales data These keywords, instead of this feast as a new marketing model of the experimental plots. Last year, "double 12" is just a simple copy of "double 11".

"Double 12" electricity dealers do not talk about performance

This year's "double 12" is different. From the business participation degree, the "double 12" scale is the largest in history. Yesterday, the reporter learned from Taobao, the participation in the "double 12" promotional stores and merchandise quantities are far more than "double 11", as of yesterday, Taobao platform a total of 1.1 million business participation activities, the number of goods more than tens of millions. At the same time, including Jingdong Mall, Suning easy to buy, Xun nets, Dangdang and Cofco I bought a network of dozens of comprehensive categories and vertical categories of consumer, also have joined the promotional camp. In the one-month "double 11" promotion, due to the setting of a strict discount threshold, a unified discount limit, the activities of the day cat business only 10,000.

As of yesterday 16 o'clock, Xun net order number has exceeded 150,000 orders, is expected to 24 o'clock, Xun net order number will be expected to break through 200,000 single, sales will surpass "double 11". and Xun net Same, Dangdang also announced yesterday, the performance may surpass "double 11".

However, the "double 12" founder Taobao is particularly low-key, did not disclose sales performance. According to the Beijing Business Report, the "double 12" period has not occurred payment collapse, the system paralysis phenomenon. Even the logistics industry is expected, as the "double 12" express volume will be far below the "double 11", The Courier field will not appear peak. This is reflected in the side of the "double 12" release of the signal, that is not to sales as the ultimate goal, but to try to let consumers accept the new model, while allowing more people to recognize a more diversified electric dealers.

As the "double 11" and "Double 12" leader, Alibaba Group is also using the "Double 11" and "double 12" the two different forms of marketing, the company's electricity companies are more clearly divided. In the industry, Ali is shaping the "Big day cat, small Taobao" electric business pattern, that is, the cat is inclined to the big brand, Taobao is very "small and beautiful." Electrical Business observer Ruzenwang that, "the cat in the shape of low-cost, authentic image, and strive to achieve with other independent business type of the credibility of the same." Taobao is pursuing the long tail effect.

"Play" mentality to deal with promotions

If the "Double 11" is the peak of the price war, then "Double 12" is undoubtedly the first collective attempt to get rid of the price war: Taobao "0 threshold" access, independent pricing, Jingdong mall by "Love Angel Delivery", "Member services" to attract attention. Insiders believe that with the "Double 11" super Low discount and day sales compared to the "double 12" is more inclined to the grassroots business of the normal marketing, and even deliberately avoid the price element on the consumer's stimulus.

Behind this, is the enterprise to the future model of exploration. Eric Su Yanyan, senior analyst at the Consulting Group, said only from the Taobao view, it is the first time to the entire network of all sellers to launch the "0 threshold entry", the initiative will be decentralized to the seller; at the same time, consumers are no longer passively waiting for business goods, discount sales, but can through the platform of Taobao directly to the seller to send buy information The whole event only highlights a "stroll" word. Taobao + days after the sale of cats more than 1 trillion, how to "play" a good "double 12" this festival, as the starting point for its activities planning. Taobao also said that one of the purposes of the promotion is, "hope to make this kind of intentions of marketing and sincere communication become the normal, to help a large quantity of small stores find the most suitable for their own development path."

Ali Group Research Center yesterday released the annual network of research report also that "to scale" has become the development of the network business in the past, "beauty" model will become an important feature of the information Business Society and the general trend. According to the data released by Taobao, as of yesterday 14 o'clock, among all the "double 12" sellers, the total number of small and medium sellers is over 80%.

First try the fun marketing

and "Double 11" before the electricity quotient "the media resources" different, this year "double 12", Amoy Baobi A media activity is issued a "Catch Me" mobile phone application. Software combined with the current large hot lbs, image recognition technology, so that consumers through the capture of butterflies, access to coupons, red envelopes, prizes and so on. Although the sword seems to walk slant, but this is behind the hidden mystery. In Su Yanyan's view, this will be in the entertainment application, in the short term will be Taobao "double 12" of the marketing campaign to play a role in promoting; in the long run, it is hoped that the line to achieve online commodity trading closely combined to explore a "O2O" alternative road.

In addition, Taobao in the "double 12" period also established a "sweep of goods team" for Friends "group" shopping. "Players" can be mutually recommended products, share discount information, sign in and share merchandise can also receive red envelopes or virtual gold coins. This kind of marketing method innovation, is regarded as the continuation of Taobao social shopping exploration.

Su Yanyan that, because Taobao on the amount of goods too large, homogeneous degree and relatively high, consumers need to navigate the entrance to solve the problem of quickly find the necessary items, which is also the birth of beauty, Mushroom street, such as social shopping navigation site and rapid growth of the main reasons. "The Social shopping navigation website relies on others ' word-of-mouth evaluation to help consumers reduce the cost of information acquisition and screening, thereby gaining the favor of users." This is also one of the future development direction of the electric business. ”

It still takes time to fight without price.

As the last of this year's electricity business industry feast, "double 12" released a strong signal of transformation. But in the industry's view, from the leading enterprises to test water characteristics of marketing, to the entire industry out of the low price-driven growth model, China's electricity companies still have a long way to go.

Some industry analysts pointed out that from "6 18" to "8 15", from "Double 11" to "double 12", with the rapid development of E-commerce in China, network retail enterprises in the form of promotional activities more and more diverse, the intensity and scope is also getting bigger. However, no matter how the form and the strength change, fundamentally see most marketing means still remain in the level of price war, to enhance the competition level in the whole industry, improve the user experience can not play a particularly effective guide.

According to the Beijing Business report, although including Taobao, Jingdong Mall, Suning and other enterprises to take the lead to break the "price war" of the conventional, from the characteristics of the sale of goods, care for users, warmth and other aspects of the process of marketing, but there are still many enterprises will be "double 12" as the battlefield to improve sales, and spared no effort to promote A person in charge of a commodity licensing, although we are doing some exploration, but whether from the user point of view or enterprise angle is not yet mature, in the short term, China's electric business can not get rid of the low price as the core of competitive means. Suning Tesco related responsible person more blunt "price competition is eternal".

(Securities Times News Center)