Electric business giants about "Singles Day"

CUBN reporter Song Bo Beijing report

"Singles Day", this is the young laugh a small joke, but in recent years has become the electrical Business "Creation Festival" product. And for this year's festival, the relevant business is a strong, promotional campaign has been ahead of schedule.

It is understood that the electric dealers in the Internet to engage in "double 11" promotional. Suning easy to buy and more than 1000 manufacturers at home and abroad signed nearly 3 billion Yuan singles Festival promotional resources monopoly Agreement, involving more than 10 categories, the overall benefit of tens of millions of dollars. Cat Business Department staff Chen South revealed that the last 1 months Taobao account number increased by about 250,000, according to 1 people with 1 sub accounts, 1 months to increase at least 250,000 customer service staff, "is expected to arrive early." "he said.

The head of a home appliance brand said that last year Singles Day, its enterprise online hanging machine sales reached more than 20,000 units, the equivalent of a natural month sales. The target for this year is 60,000 units a day. At present, the enterprise has completed the model determination, the gift preparation stage, and prepare a single production line to deal with Singles Day sales.

"Double 11" become the promotion point of the electric dealer

"Double 11" big promotion "the originator" is Taobao Mall, November 11, 2010, Taobao Mall (now renamed as the Day Cat Mall) full 50 percent to promote a 1 billion-dollar sales record, November 11, 2011, Day Cat Mall again create a daily record of 3.36 billion yuan.

Seeing the "double 11" concept more and more popular, suning easy to buy, Jingdong Mall, new egg nets, bowser nets, Amazon and more and more electric dealers also joined in. Thus, November 11, the meaning of "Bachelor" is no longer important, has become a popular online shopping carnival.

Every customer prudential products this year preemptive, on October 29 two weeks ahead of the warm-up "double 11", the daily launch of 2 best-selling single products, breaking 24-hour promotion, the first to ignite the war, set off a sales upsurge. Where the customer sincerity product related person says, in this year "Double 11" day, every guest will from the first two weeks 28 best-selling goods, the most popular 11 products to choose again. It is reported that in the past week, where the customer prudential products have been introduced lightweight down jacket, Martin Boots, such as emergency clothing promotions, have achieved a single product sales in one day over million good results. Recently, where customers will also introduce thick down jacket, Australian fur snow boots, casual pants, polar fleece and other items.

One of the largest domestic consumer footwear shopping online shoe city, launched the "Sports storm, early kicked off" feature activities, Nike, new hundred hundreds of shoes, such as 50 percent caps, for the upcoming electric business strategists will contend for the "double 11" in advance preheating. In addition, the company set up a "double 11" leadership group, and redeployed from a number of departments to form an "emergency team", at any time to support work to ensure the smooth conduct of activities.

As the old man, the original Jingdong mall Vice President, is the best purchase of online shoes city CMO Xu from the "Double 11" at the beginning of the experience of this "festival." In Xu View, Singles Day as Taobao initiative has made great success, after several years, has become the industry companies and consumers of the year is very important online shopping holiday. For the different ways of the electric dealers, Xu said that some electric dealers occasion marketing, during the Singles Day to launch their own promotional activities, and some electric dealers use blocking marketing, advance promotion, release consumption capacity, "it is important to find the way to their own, in order to achieve a multiplier effect."

Electric Shangyo War "Singles Day"

Two years ago, Taobao Mall in the "Singles Day" This day occupy the head of the gold, and this position represented by the huge market share and interests, has long attracted other electric business. and want to be the boss, must first challenge the eldest. This year's "Double 11", Suning easy to buy targets pointed at the cat.

"Su Ning's competitor only one, that is Taobao," Suning chairman Jindong in sympathy with Suning easy to buy all staff, suning easy to buy competitors is "holding a telescope can not find the opponent's Taobao." For the days of Cats, Suning officially launched on November 1, code-named "Counter-day" line under the linkage "double 11" large-scale promotional activities. Li Bin, Executive vice president of Suning Tesco, introduced the "double 11" period, as the "reverse days" of the vanguard of the operation of Suning easy to buy, will also be jointly under the "Red Child" and just settled suning easy to buy the platform of "every Guest", "Lok Bee Network", "excellent purchase" and many other vertical electric business enterprise online first "Integrated training" actual combat. It is reported that Suning Tesco's "Double 11" Sales task is: to achieve 20 times times the growth.

Compared to suning Tesco's murderous dash, Gome's Bowser network to entertain a lot. Bowser network in the period from November 1 to November 11, the "Bowser style" of "Double 11" big promotion activities. It is revealed that Bowser promotional theme as "Bowser style", in addition to the unusual hot comedy "Jiangnan style", but also means that Bowser in the current period of electrical and commercial chaos, from Price dynamics, category development, marketing model innovation and so on have always created a difference. "Hope this Bowser" style ", can thoroughly bring the stirring to the consumer shopping carnival rhythm," Bowser vice President Pengliang said, "11th day many products the lowest will be 10 percent sales." ”

Dangdang is the main affection card. November 5, the shop has nearly half of the Dangdang said, from now on with the package for the country randomly issued 1.3 million Dangdang 13 anniversary birthday card, in order to create a birthday atmosphere, with the consumer celebration. Dangdang CEO Guoqing wrote in his birthday card: "When we were 13 years old, we were together for years." Thank you for always being with me and not leaving. 13 Birthday, I silently make a wish, hope the next 13 years, have you, have me, walk together. ”

In addition, around the "double 11", Amazon launched the "Z Province week," the entire audience, 20,000 items below half price of the second kill. New egg nets launched the "Black Friday" promotional storm, and also for the November 11-born consumers to provide special concessions to achieve annual sales of 5 billion yuan goal to make the final sprint. Wal-Mart has just been acquired by the 1th store has also launched a major department stores a large number of promotional activities.

August 15 Jingdong and Gome of that scene as if it happened yesterday, that day tens of thousands of good friends were played as silly, and immediately coming to the "Singles Day" promotional battle is really true, let us wait and see.