Double 12 to become chicken, electric sellers chilling: No flow, are empty talk

"Food is tasteless, tasteless!" Taobao sellers in a small party, a Hu surname shopkeeper talked about "double 12 promotion" When the tone is difficult to conceal depressed. However, a few years ago, double 12 is a lot of Taobao sellers eagerly hope to promote the festival. As things changed, the mention of double 12, many electric business entrepreneurs almost blurted out, "Chicken ribs!"

Consumers do not buy: no cheap to pick up, not as good as shopping malls

"' Double 11 ' has bought all the buy, now even cheaper also have nothing to buy." "When interviewed by an authoritative media, many consumers expressed their views. In fact, the status of "Double 12" has been somewhat embarrassing. The former has "double 11" concentrated overdraft a group of acquisition power, after Christmas, New Year's day, such as Indosasa followed, before and after the attack, double 12 difficult to trigger consumer enthusiasm. "Only know double 11, never heard of double 12." "Also in the random interviews of the media, some consumers don't even know what ' double 12 ' is."

"Don't blame everyone ignore it, double 12 is only a double 11 of the cottage version, for consumers there is no special significance," a familiar analyst in the electric business, this is the double 12 is not to trigger consumer enthusiasm for a big reason. "Have you ever seen a big shopping mall do two big promotions in one months?" "Smart businesses know they can't overspend on buyers ' spending power," he said. The analyst further explained that "although the wool is out of the sheep, it is premature to start without waiting for the wool to grow." ”。 Indeed, many people's experiences have confirmed the views of these people.

Miss Liu is a salaried family, she worked for a long time because of double 11 crazy shopping overdraft two months of salary, the one months after the Singles Day Miss Liu is unable to fill in the credit card deficit and distressed, "only hate at that time too ruthless, at the price of the brakes can not stop the car," she admitted, even if the double 12 discount will not buy again, " Helpless, the urgent matter is to first put the money owed.

Of course, Miss Liu's experience can only represent a large number of online shopping consumers in a special group, then the net to buy people how to treat the double 12? A yellow surname "net shopping talent" told me, "double 12 discount strength than double 11." She gave me an example, last year, double 11 in Taobao spent more than 20,000 yuan, out of curiosity, double 12 o'clock deliberately made a comparison, found that the double 12 total price of more than 3,000 yuan. "There are some friends who love shopping, I also helped them to compare, the discount is really not as good as double 11." Ms. Huang said she had a 12-year experience, and she and her friends were not ready to pay.

A netizen in Taobao official forum bare One of the mystery, "Double one is the day cat, belong to the brand side, and double 12 more Taobao, belong to the channel side." As the channel side Taobao small sellers, and not much profit margins, so the discount is certainly not as good as the former. ”

"The vast majority of people are directed at the cheap to come, online shopping no cheap to pick up, it is better to go shopping malls." "In a forum where Taobao buyers gather, this kind of talk resonates with many people.

Electricity sellers chilling: No traffic, are empty talk

Buyers are very indifferent, the sellers are a little tired. "We've all put our energies into the double, and we're going to have a double 12," Ms. Tian said. "And from the sales results for the same period last year, we are not interested in this holiday." ”。 Because the traditional sense of the seller will be double 11 as a day cat holiday, so the Taobao shopkeeper last year to focus on the double 12, unfortunately, the day sales bleak, really cold Tian lady's heart. "Traffic is not good, blind toss." So this time we didn't prepare for the double 12, "she confessed to me.

"Double 11 purchase less than enough to sell, double 12 stock enough but no business", the other in the speech of the seller was slightly helpless. Last year, after a double 12, the Old King's warehouse was worth 1.5 million of the goods, it took a full 3 months to clean up the inventory. "Have you ever thought about how much this year's double 12?" When I put this question to Lao Wang, he just smiled, "where to stock Ah, the double 11 accumulate the next batch of goods to sell, double 12 is used to clear inventory." "And for the double 12 promotional effect, he said, not optimistic," like us, ordinary sellers of the flow of the drop is too much, not a holiday can make up, on the contrary, such a holiday may bring us to two times hurt. Old Wang refers to the "two injury" in fact, in the electric Business circle is nothing new, in the overall flow growth situation is poor, artificially pull up a certain day of sales, is at the expense of normal sales at ordinary times. "Favoritism, in the long run, double 12 should not exist," Lao Wang said.

And some electric quotient pair 12 attitude indifference is not the same, platform side Alibaba to "double 12" festival movement has not stopped.

In fact, in order to and double a big promotion district separate, in the past two years Taobao will double 12 focus on "play" on Taobao affixed to the "omnipotent" label. Have to admit, "omnipotent Taobao" such positioning is indeed commendable, in the promotional package is also quite tone. However, an Ali personnel privately revealed to me, "there is no double 11 that large-scale flow support, play new and inevitable formality." "In his view, today's online shopping consumers are mostly only 11, double 12 on the day it is difficult to appear like double 11 of the Night Watch online shoppers." In the case of Ali, for the two 12 of the early campaign propaganda investment and "double 11" compared to a magnitude. This is why many sellers see double two as the reason for the chicken.

"Sellers only recognize traffic, there is no traffic, is empty talk." He repeated.