After the end of consumption often plummeted, peak sales must be the trough

According to Zhao, the Ministry of Commerce Research Institute of Consumer Economics of the domestic Golden Week holiday Economic studies show that, although each holiday promotion will bring the sales growth during this period, but it can not drive the golden Week of the month sales growth, because after the end of consumption is often a slump, peak sales after the inevitable trough.

November 11 This day, Taobao market, Taobao Mall Cat teamed up to create a turnover of 19.1 billion yuan sales myth, but the Ministry of Commerce Research Institute of Consumer Economics, deputy director Zhao yesterday morning newspaper reporter interviewed said, in her view, the hot network carnival behind the three big worries.

First, after the "double 11", how will the business deal with the sales slump after the carnival? According to Zhao, the Ministry of Commerce Research Institute of Consumer Economics of the domestic Golden Week holiday Economic studies show that, although each holiday promotion will bring the sales growth during this period, but it can not drive the golden Week of the month sales growth, because after the end of consumption is often a slump, peak sales after the inevitable trough. In particular, when the network low price normalization, consumers should buy has been bought, what should be the electric business enterprises to attract consumers?

"A sharp rise in sales a day is not a delight, and the key is to achieve a year of sales growth." Zhao said that such a very short period of concentrated promotion, will certainly affect the enterprise's own sustainable development. Take the cat as an example, its "double 11" This day on the sale of more than 10 billion yuan, a year near 1/10 of the business volume concentrated in a day to complete, the sustainable development of enterprises will not be a good feeling. Because, for the enterprise, it is impossible for such a transaction peak, in the daily work of the allocation of adequate resources. Therefore, promotional activities in the customer service, logistics and many other resources are temporary integration, will inevitably lead to pre-sale, sale and after-sales service is not in place, affecting consumer satisfaction.

Li Bin, an executive vice president of Suning and Tesco, said in a talk about "double 11" promotions, this concentrated high flow of promotional activities to test the enterprise's supply chain, operations, systems, services and other comprehensive capabilities.

Second, the focus of the promotion is likely to aggravate the domestic electricity industry is now Taobao "a single big" market pattern.

The data from Analysys International show that in the three quarter of this year, Taobao market and cat trading volume accounted for more than 76% of e-commerce transactions in China. Zhao analysis, although the rise of other electric dealers in recent years has been in the electricity market share, but Taobao in the electrical industry, "a single big" has become a reality, such a market pattern should be paid attention to avoid the whole market to maintain a good order of competition impact.

In addition, Zhao pointed out that the "double 11" promotion reflects the logistics bottleneck is also worthy of concern. Although in the electric business industry driven by the logistics industry has been rapid expansion, but once the consumer focus on the purchase of behavior, it will be found that logistics still have serious bottlenecks, "the development of logistics should be more attention, only the entire industrial chain to ensure the sound development of the electrical business sector." ”