All the big electric business platform began to work in full swing

With the pace of the double 11 approaching, the major electric platform began a full swing of preparation work. Compared with the past, today's double 11 has been very different, in the past, the double 11 can be said to be Taobao a solo, other platforms just foil role, but the last two years of double 11 can obviously see a significant change, that is, Taobao outside the platform in the double 11 period become more and more initiative. Up to now, in addition to the cat, Jingdong, No. 1th shop, Poly-Mei excellent products, such as the famous electric platform has been released a double 11 strategy.

This morning, Dangdang CEO Guoqing deployed a dual 11 combat mail was made public. Guoqing in the mail, because when the store celebrates day (November 9) and double 11 in time overlap, therefore when the shop celebration + double 11 promotional efforts to increase, emphasizing when to continue to do the electricity business "low price Benchmarking", double 11 period is not only 50 percent, but also lower, is "50 percent + folding", at the same time advertising war will not follow up, It is important to play a good price war, logistics warfare and product warfare, dual 11, all categories of real-time parity!

The more interesting point is that guoqing emphasis on the important role of the mobile end in the promotion, urging the team to ensure good use of mobile phone client convenience and stability, and the use of micro-bo, micro-letter and other "important propaganda positions."

The internal mail about the 11 deployment of a total of 11, therefore, since the public has been dubbed as "National Day 11."

The following is the full text of the message:

Members of the Division and the market, logistics department heads,

National Day holiday back, have received you on the "Shop Celebration + double 11" Report mail, this year everyone from logistics to prepare very well! It seems that the Commission has set up a special study of "Double 11 economy" for 3 consecutive years has obvious effect, I am very confident! 14 Anniversary of the celebration and the Double 11 is coming soon, I would like to charge a few more points:

1, all enter the challenge state: for "shop Celebration + double 11" Preparatory stage has come to an ending, now start from "prepare for" into the "challenge" state, when the completion of the comprehensive shopping center metamorphosis, in addition to books, clothing, pregnant baby, home textiles, Day hundred should be in the shop celebration + double 11 to make a difference, this is a show of strength of the battle!

2, can not just 50 percent: 11.9 is when the shop, and "Double 11" time coincide. In the vast number of consumers in the hearts of "double 11=5 folding", when the store celebrates the double 11, it should be "50 percent + fold"! This point please each division must come up with promotional efforts, when the "Double 11+ Shop Celebration" can not just 50 percent!

3, do not play consumption War: "Advertising war" will not follow up, who love to play a few billion ads let them go to play, can not let the cost of transfer to businesses and consumers, it is important to play the back of the parity war, logistics and product warfare;

4, play the category advantage: Our strategy is very clear, come up with the best merchandise discounts, playing the unique advantages of various categories! Books: The largest and most all the cheapest; clothing: Special counter famous line on the lowest price; Baby child: Children's books drive food, toys, home textiles, Day Hundred: Take out the biggest strength of the annual integration promotion;

5, the whole network real-time parity: Do not play "advertising war" to give up profits to play "price war", all categories of real-time parity, real-time price adjustment, do not be limited by 50 percent, I repeatedly stressed that low price is Dangdang's core competitiveness, can not be lost!

6, let more people know when cheap: from a few times the price of the electricity business war, when it is "Low-cost benchmark", but there are many people do not know, this problem to solve! Not playing "advertising war" does not mean not to advertise, when the price advantage to let more people understand!

7, double 11 more than 1 days: we must remember that November is when the store celebrates the month, the promotion of the shop celebration must run through the whole month! 11.9 stores to 11.11, three consecutive days to ensure that the minimum promotional efforts, when the "shop Celebration + double 11" more than 1 days. Dangdang "Three days are double 11", this must be done in advance to inform;

8, mobile phone when it is an important position: Double 11 is Monday, many people can not shop on the computer. The handset client must provide the convenience for the consumer. Mobile shopping is the future trend, micro-bo, micro-letter and so are important propaganda positions, to make good use of;

9, logistics to improve vigilance: Be sure to the national 300 logistics providers, although when the lowest return rate, can not be taken lightly! Double 11+ Shop celebrates, the preferential strength is too big, many users first to decide again, must pay more attention returns the goods link. Require all logistics and distribution links to add at least 50% resources input, capacity upgrade more than 100%!

10, play the system efficiency: we spent 2 years to establish "Intelligent logistics hub system" to improve service quality and turnover efficiency, now is the best time to test results.

11, the pursuit of higher goals: Finally, in sales expectations, now the target than last year, I feel too conservative, the goal to be higher, we have several key categories this year have many times the growth, I believe that shop celebration, double 11 can do better!

Above, please the Department of the Joint Marketing department to implement, do a good job of "double 11+ Shop Celebration"! Before 15th, the VP reports to me!