Christmas Promotion War: Physical store and electric business PK

Newspaper reporter Liu Xiaokai Ma Zhiqiang Photography Report

After the double price war of "double 11" and "Doomsday Legend", Christmas became the last promotional node of the merchants ' 2012. Although the "double 11" drastic promotional efforts almost "overdraft" the purchasing power of consumers, but the "business" of Christmas, whether the entity shop or shop is still hot.

Traditional Christmas is the biggest discount season at the end of the year compared to the "man-made holiday". In particular, for the physical retailer, Christmas started the end of the sprint, the reporter in Beijing, a number of department stores see a strong Christmas atmosphere. In addition, the movie theater and the catering industry also launched the Christmas package, such as "December 22 24th, customers as long as the participation can win spree" activities such as mobile phones, washing machines, liquid crystal displays and other inexpensive gifts as bait. In the absence of smoke in the marketing war, physical stores and electric dealers still become the protagonist of the battlefield.

December 24, the reporter came to Beijing five crossing of a shopping mall. From 14 to 19, the whole shopping mall is a sea of people, friends, family, couples and other units of consumers will be the Christmas promotional activities to the white-hot. Physical store businesses in Christmas Eve and most of the holiday is the introduction of coupon activities, and direct discount activities less, resorted to "serial sets", so that the public continue to take out wallet consumption, promotional effect is quite obvious. Christmas Eve full 500 yuan to send 500 yuan coupons of this kind of promotional activities everywhere, a high-end brand a pair of basketball shoes original price of 1690 Yuan, Christmas Eve and the two-day business launched a "shopping 500 yuan to send 500 yuan voucher" concessions, consumers in the purchase of this pair of shoes will be given a shopping mall gift of 1500 Yuan voucher, Consumers use coupons to buy goods from other counters, attracting many consumers to snap up.

Compared to physical stores, online shopping by virtue of its own convenient advantages, its promotional effect is also intensified. December 18 Taobao data show that the last 7 days to buy Christmas goods in the number of people last year increased by 80%, the chain increased by 63.5%. The reporter learned that, because the net buys both cost-effective, but also lets the consumer in "Ching" sits at home can complete the shopping, then has joined in the net buys the tide. In an interview with the media, e-commerce observer Ruzenwang said Christmas schedule is the last time in a year marketing sprint, the traditional retail industry and the electricity dealers will regard it as a year of the end of the war, with the transformation of China's economic structure, consumption of domestic demand growth will become the next 10 years, the main driving force of economic development, Such promotions will also play an important role in this process.

Although the diversification of consumer shopping methods gives people more choice space, and as a business, whether the entity shop or shop, to win the trust of consumers, rely on not only these colorful promotions, but also adhering to the good business integrity of the road, so that more and more customers become their loyal consumers.