Women's Day was courted by the electric business day, focusing on cosmetics promotion

Women have always been the main force in China's consumer market, in the face of "Samba", the major electric dealers and department stores have played various names and slogans to attract consumers. Reporter visits the market to understand, Guangzhou department store continues to carry on the depth price war, the woman commodity promotion strength breakthrough in previous years 38 percent, almost 25 percent. In addition to the electrical business, apart from the launch of the "Butterfly Festival", "Peach Blossom Festival, such as the theme of marketing, Taobao will take advantage of the holiday marketing big, the women's Day as a" 3.8 mobile phone Taobao life ", and with the Yintai business, Big Leap City, New World, Hualian, Wangfujing and other domestic 5 major retail department store group to get through the mobile phone, computer, Offline retail consumption path. A line of women-centered online marketing The new war has already begun.

Cosmetics become the main promotion of electric dealers

If all the women's purchases are divided into necessities and alternatives, cosmetics are undoubtedly necessary, and in this year's 38 promotions, the electricity dealers focus on the cosmetics category. Last week, Jing Dong first launched the "Butterfly Festival" promotion, for the first time in women's Day this gateway launched a large-scale "female marketing", and for the app client issued coupons, and launched a "happy rocking" activities, so that wireless users enjoy winning awards, concert tickets opportunities. And the main female users of the only product will and Lok Bee network together to open the "Peach Blossom Festival" Cosmetics war, stock 800 million last January. Two home appliances in the advent of women's day to create their own holiday, trying to create a "double 11" as the shopping festival.

In addition to the original festival as a gimmick, Jingdong, 58 and other electric dealers in the commodity category flagship cosmetics and other female supplies, but also want to use this to change the original image of male digital control. Jing-dong's "flexible" strategy, can be understood as "heavy women do not light male", not only can expand the scope of consumers, but also to the cat and other competitors to form a certain deterrent effect.

and Lok Bee Net Peach Blossom Festival is the only product will "marriage" after the first activity, the same is the main female cosmetics, at the same time to "refuse parallel imports, refused to adulteration" cosmetics promotional theme.

Physical department stores launch depth discounts Showmanship

For the electric dealer in the female-related brand breakthrough tactics, most entity department stores still use the usual tricks-discount. Reporter visited the market to understand that with the previous two or three days of promotional schedule compared to this year's "38" canton most department stores promotional time for 10 days, and some women's promotional efforts to break through 38 percent in previous years, almost 25 percent.

For example, the friendship store's "Women's Shopping Festival" has been launched on February 28, the days of most of Hebei shop 38 percent, folded on 90 percent, two more than 85 percent. Dongshan Department of the seasonal merchandise 38 percent, two pieces 28 percent. In the provision of substantial discounts, the modern department also continued last year, 38 "Queen's Feast" promotional activities, the Top Shop, sea shop, Huangpu Shop, the Holy Land Shop, Huadu store all the fashion famous 38 percent, new tang shop fashion famous 28 percent-38 percent. In addition to the depth of discounts, but also increased access to consultants, sportsman shopping, telephone booking and other special services, hoping to let female customers experience the Queen exclusive intimate services.

Online Alliance Marketing to expand the festival

With the Beijing-east and other products breakthrough strategy, Alibaba Group announced the launch of the "mobile phone Taobao 3.8 life Day", and with Yintai business, Big Leap City, New World, Hualian, Wangfujing and other domestic 5 major retail department stores group cooperation, through mobile phones, computers, offline retail consumption path.

It is revealed that the five major retail department stores have been in different ways to join the 3.8 Life Festival large-scale marketing activities. To Yintai Business For example, consumers can advance through the mobile phone Taobao client, silver Thai business to participate in the "3.8 Life Festival" shopping malls special coupons, red envelopes, as well as membership cards, "during the 3.8 activities, users in the Yintai shopping mall offline after shopping, you can pay when the use of Alipay checkout, the early receipt of coupons, Red envelopes can be directly approved in the Alipay account. At the same time, this time through the mobile phone Taobao client to participate in the activities of users, in Yintai on-site consumption there is no single opportunity.

Alibaba related responsible person also introduced, the handset Taobao also cooperates with the merchant, attempts some to get through the line on-line shopping flow the cutting-edge technology, satisfies the future user some "the conceptual" shopping scene.

Coincidentally, the United States Network and Wanda department stores for the first time to achieve exclusive cooperation, through the line of resources under the complementary, strong together in the 3.8 festival to launch the maiden Honeymoon group discount activities, the first to create local life consumption O2O ecological circle. It is reported that the group buying activities in Beijing, Shanghai, Tianjin, Guangzhou, Chengdu and other national 52 cities at the same time online, a total of 73家万 department store participation, unprecedented scale. The consumer only needs to spend 88 yuan, can obtain the value 100 yuan the Wanda department store voucher 1, but also may accumulate the use, the national withdrawal and may enjoy the other preferential activities in the store.

In addition, Xun Network and Coca-Cola together to create a "afternoon Cheong-second award" activities, since the line has been enthusiastic response. On the Xun Web activity page, the Coca-Cola Cap code has been exchanged for nearly 100,000. Actively explore the O2O market, but also by female users welcome online female brands, network original brand in 38 before the online held the "Mann Heart Le Live 2014" Mann Sohe love their own series of meeting, the use of online brands and masters of the attraction, through the line under the resource integration, The event attracted a large number of German and black fans to participate, effectively promoting the growth of online sales.

It is not difficult to find that the horse 38 will be the development of Internet power and an inflection point, the O2O Model competition will be upgraded, and "female consumption" and "female marketing" will become the future of the electric business focus.

Nanfang Daily reporter Dan in winter snow