Double 12 electric business platform again sounded the Horn of the end of the promotion war

Double 11 promotion Just slow recovered son, electric quotient "double 12" come again. After the announcement of Taobao "http://www.aliyun.com/zixun/aggregation/33667.html" >1212 people crazy Rob "activities, to Tencent, excellence, Beijing-East, when, Fank-led electric business platform in the" double 12 "before the launch of" Christmas Storm "and the end of the promotion, sounded the end of the" electric Business War "horn.


　　


However, frequent promotions seem to make consumers feel a bit tired. For them, "double 12" seems to have become a multiple-choice question, "buy" or "Do not buy", this is a problem.


　　


Electric Dealer


　　


wrong Peak Promotion "double 12" sounded the horn


　　


Double 11 just over one months ago, electric dealers have set off another round of promotional storms. First Taobao launched the "Demand for power" double 12 activities, Tencent Electric business from December 10-14th launched the "Full 50 percent full package mail" Pat Crazy Rob Festival, and Xun Network announced will hand 500 manufacturers to stock "double 12", Suning easy to buy from the beginning of December to New Year's Day to launch a "Love Home" promotional activities.


　　


However, the reporter noted that as the "double 11" the biggest winner, Taobao launched the 12 12 promotional activities a lot smaller. And Tencent Pat, Suning easy to buy, Dangdang and other electrical business sites began to promote large-scale promotion, 50 percent of promotional items, full discount gift coupons is the main promotional means.


　　


Consumer


　　


"buy" or "Do not buy" net purchase became the choice question


　　


Although the electrical business site has been riveted to the strength of the plan in the "double 12" the last stroke, but just the blood of the "double 11" buyers, it seems to the interval so short "double 12" has not returned to God. "Buy" or "Do not buy", let a lot of people tangle.


　　


The citizen Miss Hu told the reporter, she in the November 11 under a single coat, now has not shipped it, "every day and the seller communicate this thing, this later can not easily follow the blood spell!" "In fact, like Hu has not received the" double 11 "booty of the people, in addition to some goods are still out of stock, there are some goods on the road, which makes a person on the" double 12 "a little daunting.


　　


Part Taobao shopkeeper also reflected to the reporter, up to now the customer has not anticipated in the hot.


　　


"Our family has been enrolled for a week, but the number of consumers involved is very small." "A four-diamond cosmetics shop owner introduced," a sales of mascara as an example, so far only 3 people issued ' to seek incentives for concessions ', I do not know how to double 12 o'clock how to discount it. ”


　　


the shopkeeper said, double 11 o'clock oneself also bought a lot of things: "Buy too crazy, I and our family customer service to buy things now also confiscated all." "She said," The New Year's festival is almost bought, and then see what is missing. ”


　　


reporters then interviewed 5 people who have the experience of online shopping, they all said that the two 12 of the promotion is not much interest. "Double 11 hard-hearted bought a lot of clothes, now also nothing good to buy." "In the clicking," said Xiao Yun, "Besides, the current economic ability does not allow crazy shopping every month." ”


　　


work in the vicinity of the white-collar white collar Miss Zhang said she double a spent more than 3,000 yuan, "now still regret it, double 12 cheaper I also don't buy, and double 12 also absolutely no double 11 cheap." ”


　　


Analysis


　　


frequent promotion causes consumer's shopping fatigue


　　


about the electric dealer's double 12 promotion whether can renew double 11 The magic, the Eric Consulting CEO Zhang said, double an activity order too billion, the merchant wants to take advantage of this Dongfeng to carry on another round promotion, but they ignore is consumer's consumer mentality and ability.


　　


He said that the two-11 promotion has attracted a large number of consumer participation, mainly because of "double 11" promotional activities in advance, consumers expect high, and Singles Day for young people is more of an emotional vent, and double two do not have these factors.


　　


"In addition, in less than one months to stage two rounds of promotional campaigns, consumers from psychological and consumer ability is not very acceptable." "Zhang said.


　　


Notes


　　


electric Business War seems to have changed from two or three times a year to "once a month", which also makes consumers start "calm".


　　


from this year's 51 big promotion, to June 18, August 15 price war, then to 11 promotion, double 11 peak duel, as well as the coming "double 12", more and more frequent "price war" behind, some brought real benefits, some are gimmick.


　　


face more and more online shopping war, consumers seem to have been numb.


　　


on this, there are suggestions from the industry, electric sales promotion can be differentiated, on-demand promotion, in order to frequent the "create festival" promotional to seize the consumer purse.