"Double 12" electric business creative

Washington (Reporter Changyan Intern feng qi) "Double 11" just "unbridled" consumption of a consumer has not slowed recovered, "double 12" in the early morning debut. This time, each electric dealer abandons "The price war", but has made the article in the originality.

Although only one months apart, from the "price war" to the transformation of creative, still be interpreted as a signal of the transformation of the electric business.

"Double 12" to see the small sellers reverse attack

This year's "double 12", the major electric dealers are no longer the same as in the past, the collective price, but to open alternative marketing, trying to stimulate consumers increasingly numb nerves.

Take Taobao as an example, this year "double 12" a change in the past activities of investment layer screening practices, the first time for all the sellers launched the "0 threshold entry entrance." Up to now, there are 900,000 business registration, more than tens of thousands of goods into 1212 activities backstage.

Taobao 1212 Marketing Campaign leader, Taobao market director of the summer Frankly, "the seller's own enthusiasm for marketing beyond our imagination." ”

And the past consumer passively waiting for the goods, discount sales, this can directly to the seller to send buy signals. Each seller can clearly see how many people pay attention to themselves, how many buy signals received, merchandise discounts by both buyers and sellers to decide.

Alibaba Group chief strategic Officer Zeng Analysis, the past big promotion activities, the test is the seller's stock capacity, logistics delivery, customer service capabilities, and so on, large sellers can afford to play, but this competition is creative, small sellers also have the opportunity to reverse attack. To some extent, in the rebuilding of Taobao sellers environment, to guide the survival of sellers.

E-commerce researcher Qi that this change in Taobao is actually the embodiment of Ali transformation, but also means that the future of Ali's electricity will form a "big brand into the cat, small and beautiful into Taobao" pattern.

"Price war" aside

This time "double 12" The Electric business War, the promotion category and the strength are in the retraction state. Among them, when only in the clothing, books and other categories of 50 percent caps, where the promotion point moved to the "double 12" before 48 hours, the category focused on the Christmas promotion, 1th stores in the digital products on the "True 50 percent" half-price concessions.

Compared with the previous "price war" selling point, the electric business between the inner help and the outside is a new aspect. Prior to the open with the Beijing-east than the price of Xun, and new moves. Backed by Tencent "Big Brother", Xun to delivery speed as a new sniper point, now has more than 30 proprietary distribution points in Beijing, more than 200 distribution staff and entity service stores, and announced that will be built in Beijing 100,000 large warehouses, to achieve a three-day delivery.

Suning Tesco is concentrated on the newly acquired red children momentum. The date before yesterday, red children "0 yuan purchase" Activities officially on the line, mother and child goods to buy how many back.

Analysis of the industry, Suning intends to create a vertical area of the oligopoly market is clear, accompanied by its mother and child in the vertical field of continuous exerting force, red children's original market influence will occur a large fission.

However, insiders are not optimistic about the year-end forecasts of the electricity market. E-commerce observer Ruzenwang that in the past, the electricity business in the winter to occupy the overall sales of about 40%. But at present, it seems that this year, the overall consumption of weak, new shopping netizens peak has been, plus Taobao cat "Double 11" of the continuing impact, including Jingdong, when the electric quotient of the big guys are caught in the lack of access to the situation, difficult to break the bureau.

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