Brand Discount Special selling: The second spring of the electric dealer?

The price war tide fades, the brand discounts the special sale army to attack! In the only product will detonate the brand after the special sale, Jingdong, when and where customers have launched a special sale channel. 5.17 the day, the conservative three major telecom operators set off an unprecedented fierce mobile phone sales, lasting a week; Meanwhile, 5.20 l ' oreal to stay in Le Bee network to make a special sale will debut ...

For a time, the brand discount special selling is rife, the electric business seems to usher in the second spring! For those who have been labelled as aggressive labels, is this new business model A bubble, or is it a good medicine to save electricity?

A mixed bag of special sale

The same is the special sale, the difference is very far, this is a vivid portrayal of the current special sale. Where the customer and when the special sale channel, plainly is Li Ning, Adidas and Nike and other brands of clear inventory channels. In this respect, Dangdang CEO Guoqing has admitted that China's apparel industry inventory is too serious, special selling mode has become an opportunity for the electric business.

One months of time, only the product will be advocated by the special sale mode of the outbreak, the model of each platform in addition to ultra-low discount this common feature, operating mode is a mixed bag. In the category of commodities, most of the clothing is medium and high-end brand. Dangdang's "tail goods sinks", the initial participation in the sale of branded brands to the line under the brand of shoes, will include Zara, Lee, Levis, Gloria, as well as Adidas, Nike and so on.

After the costume, the special sale of Beauty makeup also debut. May 20, L ' Oreal settled in this business opportunity, Le Bee network launched a Paris l ' oreal led by the Hundred brand promotions, discount range of 30 percent-50 percent, and limit the number of sales. Although Le Bee network currently does not have a special sale channel on the line, from the discount strength and sales model, this is also the category of special selling mode.

As the most powerful competitor of Le Bee gathers the United States, also launched on May 20 the promotion, the discount range is lowest 20 percent, L ' oreal also in the promotion list. From the page, the United States 5.20 Promotion is a group buying mode, which is consistent with the previous positioning.

Jingdong's special sale channel is about to be online, the east Beijing insiders called the Flash Regiment. "Beijing East Flash Regiment" will be limited to buy a limited amount of the way, to well-known brands, big discount as a breakthrough, Samsung, Bleum, Fotile, Raleigh, Ray, Durex and other major brands have become "Flash Regiment" the first batch of cooperation objects.

From the model point of view, Jingdong and Lok Bee network of special selling more like a limited time limit of the promotion, where the customer and when the special sale is clear inventory; The special sale of poly is the change of group buying ... In a word, the current pattern of selling is really confusing.

For whom the special sale

Although the pattern is a bit messy, the category overlaps, there is uniqueness, the sale of this model of hot enough to explain a problem, the market has a strong market demand. Specifically, the clothing brands such as Li Ning and Nike urgently need to clear the inventory, the user needs low-cost high quality goods. From this point of view, the sale is for the market, born for the user.

In the author's opinion, the sale of this business model is not new. The electric dealer platform competes on the line to sell the channel, is the marketing model attempt. Crazy ultra-low discounts are not the end of the business model. The phenomenon of high inventory in the apparel industry has been in existence, and the dealer's mode of sale in 2013 years before the first shot, which means that the special sale seems to be more like for the electricity business.

Perhaps a lot of people think that 2013 is the clothing industry inventory pressure burst point. As of April 17, textile and Apparel has announced the 2012 annual report of the listed companies have 50, the total inventory of about 57 billion yuan. As it is, 57 billion of the inventory, only a year-on-year increase of 6.76%. Therefore, every customer on the line to sell the channel, and is not simply to help the clothing brand clean-up inventory, but based on the commercial model of the attempt.

After the baptism of the price war, the electric business has been looking for a new marketing model. Because of the initial price war, the price and the quality of goods is not directly proportional to the frequent price wars caused users to lose. Medium and high-end goods of ultra-low discount, undoubtedly quite tempting, especially the beauty makeup products.

Beauty products, the price and use of more than clothing, positioning in the beauty of the Music Bee Network and the introduction of the United States low discount beauty products can be accurately targeted female users. And where customers push Li Ning, Nike apparel sales, the same is the precise targeting of potential users of a marketing tool. So, say that the sale of this business model for the electric business platform is more appropriate.

Special selling "Money" landscape geometry

The special sale is booming, the income is still the focus of the industry. After the hot and constant price war, the electric business continued to lose money, it is difficult to see profits. High quality, low price of the special sale, can bring real profits to the electricity business?

Objectively speaking, different special selling mode, destined to have different benefits. Where the revenue of the mode of customer sales is deducted 5% points, and where the cost of 7% still have a certain gap. Dangdang and the cat's special selling income is the same as every guest, it is also difficult to rely on the sale of profits. While the sale can bring potential users to every guest and when, the conversion rate is still an unknown.

It is important to note that the special sale of the electric business platform, the essence is not for profit, but for the flow of imports. In the traffic import, in addition to the low discount to attract traffic, there are some traditional activities. In the 5.20 promotions, Le Bee to the Cannes Film Festival, and the founder of the Lok Bee Li debut Cannes red carpet as oil head to attract consumers. And gathers the United States, then is to play than the Le bee lower discount the word, attracts the consumer. When and where customers in the special sale channel, low price plus the corresponding holiday promotions, become a special selling flow to import the killer.

In activities and low discounts attracted by the sale of special channel sales need not be questioned, the flow of the conversion rate after the introduction of a detailed figure. Le Bee Network CEO Wang Licheng revealed that each promotion of the new user conversion rate of more than 50%. The fact that only goods will achieve a net profit of 5.8 million yuan confirms the fact that the conversion rate of special sale is considerable. It is not difficult to predict that the sale mode of profit without any problems.

As far as the current situation is concerned, the key factor is the customer unit price and gross profit margin. Every guest's customer unit price is about 200, according to gross margin 10%, conversion rate reference according to 50% to calculate, the profit difficulty is quite big. Like the Lok Bee net, Jing Dong such customer unit price in thousand yuan above, gross margin 10% can realize profit.

Considering the difference of the profit of each electric quotient platform, the conversion rate is different, the special sale mode can make profit need to be treated concretely. To be sure, for the Lok Bee Network, Jingdong, such as high customer prices and excellent shopping experience of the electric business platform, the sale of profit is not a problem, after all, the special sale and the price war has a qualitative difference.

Simple on the special sale of this business model, the characteristics of high-quality low-cost for the electric business platform to bring high-quality customers, some customers high price, operating cost stability of the electric business platform can be fully profitable. And some customers low price, brand awareness of the low electric platform, it is difficult to borrow special selling breakthrough. So, the brand discount can become the second spring of all electric dealers, there are many uncertainties.