"Singles Day" has become a key campaign for businesses to impact year-end sales

"Online 50 percent, shopping malls in 40 percent, really can't resist the temptation to sweep goods." November 11, this is the university students to celebrate the single and the original entertainment festival "Singles Day", but in recent years in the major power companies and traditional department store rendering, out of the campus swept the country, into a shopping festival.

In order to meet with the cat, Beijing-east and other electric dealers scramble for the market "cake", Guangzhou, a number of department stores in the same period launched a major promotional campaign to challenge. Over the weekend, reporters have received major department stores in Guangzhou to send promotional information: Tianhe City Department store most of the merchandise 50 percent, Canton Bai goods Beijing Road Store Diamond Platinum card members full 48 percent, the sun Xintiandi most of the goods buy 200 send 100, modern department store post autumn and winter new products full 400 yuan for 1000, the equivalent of 40 percent ...

Previous years focused on the Christmas shopping malls before and after the start of the campaign, a great deal with the momentum of the electric business PK. Industry insiders believe that, with the line online under the merchants, "Singles Day" has become the business sprint year-end sales of the key campaign.

"The electricity merchant is menacing, and the consumer market is weak since this year, the traditional department store merchant also pays more and more attention to festival marketing, use festival to stimulate the market to pull sales." "In their eyes, The Bachelor's Day is also an important excavation golden," said the head of the modern department. "The 3-day promotion brought more than 40 million sales, up more than 3 times times last year," he said. ”

"Originally intended to keep the computer grab goods, and then received a few shopping malls discounted text messages, most of them are 45 percent, and online discounts are quite, so call friends to hang out." "In the modern department store, Ms. Wu, who lives in Tianhe, carries two big bags of clothes to tell reporters, many thousands of autumn and winter new products are also involved in promotional activities, so the opportunity for the upcoming winter inventory."

Kwong hundred related officials said, November 9, 2012 Canton Fashion Shopping Festival opening day, attracted about 50,000 people's traffic, a brand counter is in just 4 hours in a short period of more than 50,000 yuan sales performance, about twice times more than weekdays.

Related

Online shopping festival is no longer a solo Dangdang net clothing 50 percent

November 8, the "full 50 percent" as a gimmick of the double 11 online shopping festival is approaching, but many consumers have found that this year, many of the electric network in the double 11 before they have played a 50 percent or even lower discount strength. Take Dangdang as an example, clothing mall since Dangdang October start shop Celebration month activity has already started the full 50 percent activity.

As the electric dealers in the price of the fighting increasingly tired, the price difference between different platforms is also getting smaller. While the brand is constantly being depressed profits, in order to increase sales, will choose to enter more platforms. Dangdang Clothing Mall in the current promotional efforts to see, the basic has been close to the brand and channel operators can accept the bottom line. A person engaged in the apparel retailing industry for more than 5 years said: "In the online shopping festival before and after everyone in the sales, whether it is concentrated day 50 percent, or extended to one months 50 percent, for the brand and channel business is the same, the use of what promotional packaging means, is the platform to draw consumers marketing means. ”

Earlier, on the internet Dangdang Shop Celebration Month promotion plan has been leaked. The cost price of some discounted items is also exposed to consumers. It can be seen that some half-price products are even sold below the purchase price. For example, Nike Kobe zoom basketball shoes, the market price of 849 yuan, promotional 499 yuan, below the purchase price of 7%, and the market price of 598 yuan Adidas Men's knitted jackets, price only 259 yuan, below the purchase price of 31%. Industry insiders introduce: "The Merchant to some goods to take below the purchase price way is a kind of marketing means, because the consumer is not clear whether the commodity is sold at a loss, a single will buy many goods, the merchant can make up the difference of the loss goods from other goods." ”

Quick Review

"Bachelor's Day" is bitter. Electric Dealer

Yesterday is "Singles Day", in the eyes of the serious scholar, this is an inexplicable "festival", for traditional businesses, yesterday is a cloudy day. What they can't stand is a word from the official Weibo: 13:38, historic moment, 10 billion! "10 billion of the Alipay turnover.

Someone from this carnival saw the great potential of the electric business, some people see the entertainment of the netizens can release the commercial value. Singles Day, the Cock silk did not find the opposite sex friend, let the merchant stand to make money. Low prices and promotions are always the best reason to spend.

Taobao makes a partial list of these 10 billion Alipay turnover on the homepage: 1111 Shopping Festival 0 points opening, 2 minutes later, 2000 Senior Hall of the water of the secret word wash set rob empty; 20 minutes, diaper sold 50,000 bags, 22 minutes, 53,000 pieces of gold a warm underwear was regiment; 40 minutes, Hundred good world sold 20,000 mop, 1 hours, New Zealand imported milk powder Karicare sold 30,000 cans, iphone phone series was robbed more than 10,000, 100 minutes, value 789 Yuan Wuliangye (000858, Stock bar) aging sold more than 1000 bottles. Unexpectedly, propped up "Singles Day" mainstream consumer groups are some parents-level figures.

For the electric business, to set off the consumption spree is not difficult, "there are festivals, no Festival festival", Ching Ming Festival can come once "full 50 percent, only one day." But any carnival last spell is not a discount, but product quality, service level and financial strength. Last, the Beijing East war Su Ning's negative influence has given the electricity merchant to the valuable lesson.