This "double 12", the electrical business is very calm

"Double 11" just left, "double 12" again. Yesterday 0 point just past, "double 12" electric business war as scheduled. As previously expected, "double 12" did not renew the "double 11" online sales myth. However, unlike in previous years, this year's "double 12" electric business to fight is creative.

Electrical business

"Alternative promotions" are hard to hide

Yesterday, the reporter learned from Taobao official website, and "Double 11" unified playing in the fold, the "double 12" Taobao changed a "play" according to the desire to give preferential treatment: no longer uniform provisions of commodity discounts, promotional what, discount how much by the merchants and consumers together to decide.

According to the Taobao data, 12th 0 o'clock, there are 110 million users eagerly waiting for "double 12" activity opened, 2.05 million sweep the goods team to sweep the goods, 1.1 million sellers overnight war. At the same time, Taobao "double 12" of the venue changed to the category as a distinction, but according to life scenes and themes for display, more than 240 label venues will be more similar to a group of interest.

However, because this promotion Taobao no longer by sales rankings, so many sellers began alternative marketing, there are dozens of beauty shop launched the "Express Child Mother package" activities, the seller to the consumer to send the package inside, will prepare a gift to send the courier. And Beijing east also will be low price slogan replaced by "White Send (lottery), service upgrades, beauty send Express" and so on.

However, even if the electricity dealer launches many alternative ideas, still cannot conceal "the double 12" the deserted. Reporter Login Sina Weibo found that netizens for the "double 12" micro-blog discussion, enthusiasm is also significantly lower than "double 11".

Buyers

"Hot" no longer, not see "Sold out"

Yesterday 0 point just past, the reporter opens the computer, registers the electricity merchant webpage, although many shops all have played "the Double 12" promotion the word, but did not appear "double 11" the popular scene.

"Double 11" when, everywhere "pro, because double 11 consultation person more, please automatic shopping", "Sorry, the merchandise has sold out" and so on the slogan in the shop is also very difficult to see.

The reporter in Taobao home into the "double 11" sales of the most popular "ladies" page found, although the "50 percent packet mail, credit card payment of 200 minus 10 yuan" advertising, but almost all goods are normal as usual sales, and did not appear on the Web page can not open or even "sold out" situation. "Double 11" sales more popular home textiles, home, clothing, bags and other categories have no blowout phenomenon.

"Double 12" is far from the "double 11", that kind of promotion and no similar. "NET buys the talent Miss Zhang to say," Double 11 "should buy all bought, so this time I a single also did not bottom." "In the" Double 11 "day, Miss Zhang spent more than 10,000 yuan a day, the net purchase of goods piled up half a house.

Shop

Sales performance is far less than "double 11"

In the "Double 11" earned pots full of Yangzhou Taobao merchants This is also difficult to conceal disappointment.

"Double 12" is much worse than originally thought, and has not been sold in the past years. "A plush toy shop director Liu told reporters, although for this year" double 12 "do not hold much hope, but such sales performance still let her very depressed. "Almost the same as usual weekend sales. ”

"Just finished digesting the" double 11 "order

Single, "Double 12" just want to do some daily promotions. "Jiangsu Salsa Princess Culture and Creative Industry Co., Ltd. Children's wear department responsible person told reporters," Our shop "double 12" promotional efforts and "double 11" almost, style is also the daily style and "Double 11" promotional inventory style. "The person responsible for this year Taobao" double 12 "itself is not much atmosphere, and last year" big promotion "of the tense atmosphere compared with a lot. The person in charge, as of 6 o'clock in the afternoon, "double 12" sales performance only "Double 11" four or five.

Industry Analysis

No entity shop "to serve", difficult to have as

"The entity shop is too busy to take care of the" double 12 "and is facing year-end celebrations. Choemin, a senior business person in Yangzhou, said that from the beginning of this month, the entity stores began to prepare for Christmas promotions, year-end celebrations, "from December onwards, the entity shop through the weekly promotional activities, slowly mobilize the enthusiasm of consumers, until Christmas began to" big promotion. He believes that the reason why "double 12" is not subject to the physical store is also not related to the weekend. "After all, there is no physical store to rally with it, it is difficult to make a difference. ”

Choemin also to this year "double 12" The Electric Business War "The Alternative promotion" did the comment. "This year's" double 12 "Comparison of alternative, the electric dealers do not hit the price war. He believes that this year's "double 12" has a lot of special things compared to previous years. "One is a century difficult to meet 121212, the electric dealer did not take this hype, probably because" double 11 "is too hot, again carry out" big promotion ", fear to form big purchasing power. "At the same time, this year's" double 12 "may be seen as a new sales concept of electric dealers try, or for the next year's" double 12 "implanted a new concept of consumption. "The combination of alternative promotions and low price promotions next year will create a sales myth again," he said. ”

Reporter Habitat Xiaochun