Zhou Jian: American Electric Trader "make festival" promotion has fastidious domestic may learn

The United States on the other side of the ocean also has an endless stream of man-made shopping festivals, but these shopping festivals, most of them did not overdraft consumption enthusiasm, but formed a nearly one months of shopping outbreak season.

In a comprehensive analysis, the success of the U.S. electrical business lies in the precise positioning of these man-made festivals, followed by the U.S. electric business has more perfect service and more choice of shopping experience. Domestic electrical business may as well learn.

"Double 11", "Double 12", "Doomsday promotion" ... Domestic electric dealers "manufacturing" out of the shopping festival, the recent period of time to battle. There are news that domestic electric dealers are now starting to target the January 4, 2013 "1314" This homophonic "life" of the good days, ready to go on a big fight. "Festivals" in the name of the marketing of the real, for the business is originally a good idea. However, from the recent reaction of domestic consumers, these "man-made" festivals did not achieve a similar "double 11" marketing effect. On the contrary, some of the "man-made" shopping festival because of promotional gimmicks more than the essence of the shopping experience and other reasons, but also by a lot of netizens collectively spit, some consumers are big call "online shopping fatigue."

The United States on the other side of the ocean also has a similar endless "man-made" shopping festival. But unlike at home, the most recent man-made shopping festivals in the United States, most of them without overdraft spending enthusiasm, have formed a shopping season of nearly 1 months. U.S. market research firm ComScore24 released this year's Thanksgiving and Christmas network data, from November 1 to December 21, the total U.S. online consumption amounted to 38.7 billion U.S. dollars, compared with the same period last year, an increase of 16%.

Compared with the domestic "double 11" net purchase to achieve the geometric level of growth, this increase may not be enough to mention. But if the U.S. consumer market is considered highly developed, a 16% increase can no doubt be described as a "big increase".

So how do American electric dealers do it?

Every year in November, the 4th Thursday Thanksgiving Day, the entire United States will be adjusted to "consumption" mode. This is due to the advent of Christmas, every family regardless of the ages need to prepare dozens of gifts to each other friends and relatives. On the second day of Thanksgiving, smart businesses will launch a one-day price-only sale, and most Americans will be willing to line up overnight to shop, the famous "Black Friday."

With the development of the Internet, the discerning businessman soon discovers that more and more consumers will still be shopping online after "Black Friday". In 2005, the shop website of the Federation of American Retailers initiated the concept of "network Monday" (Cyber Monday), launched the online promotion, and became the beginning of "Creation festival" of the Global Electric quotient. This brings a completely different "black Friday" shopping experience to young people who know how to operate the computer but don't want to queue up long queues. With the speed of broadband and the popularity of smartphones and tablets, American people's online shopping has been greatly popularized. Amazon, Best Buy, Wal-Mart and other large electric dealers is the day's main sales force. According to Adobe's estimates, sales rose by 17% in 2012 on the day of the "Web Monday", reaching $1.98 billion trillion, the first close to $2 billion trillion.

Then "Network Monday" is a new concept: "Give Tuesday" (Giving Tuesday). The initiative, sponsored by many American charities and corporations, is to help others with a lot of effort. Charitable organizations on the electric business platform listed by the donor's much-needed living goods, once the shopper orders, the goods can be directly distributed to the donor region and individuals. In the promotional season, there is no need to spend too much money to offer love, consumers naturally have generously. Such a "charitable consumption" economy, naturally, will soon grow vigorously. Today, "Give Tuesday" with the help of the electric business platform has become the national Charity Day of the United States.

There are many "budget" consumers in order to buy the cheapest goods, often choose to stick to the last minute before Christmas. The merchant who is good at capturing business then creates "Super Saturday (002291, share)" Shopping festival the last weekend before Christmas, all the electric dealers and traditional merchants gave the final discount before the festival, riveting enough to stimulate the purchase. This weekend is an important time to raise the Christmas season, and according to recent statistics, "Super Saturday" sales typically account for about 10% of U.S. December sales.

In addition to these targeted holiday marketing, the deep reason for the U.S. electric business to continue to attract consumers is to have better services and a more selective shopping experience. The U.S. electric Dealer's payment is convenient, almost accept all kinds of credit cards; Logistics developed, express choice more diverse, perfect after-sales service, most businesses provide free and unconditional mail return service. Particularly important is that the vast majority of U.S. electric companies are online stores and offline physical stores simultaneously, in the United States ranked top 10 of the electricity quotient, pure electric business enterprise only occupies one seat. In the physical stores of these electric dealers, consumers can enjoy trial, take goods, cash payment, return and Exchange services, these are pure network power provider can not provide the service experience.

Domestic electric business may learn to study the U.S. electric business step-by-step, differentiated positioning marketing experience.