Electric Dealer "Double 12" line hit the theme war

Absrtact: Double 11 ended but one months, double 12 has become the new target that many electric dealers compete for. However, with this artificial holiday launched when the emphasis on small and medium sellers carnival compared to this year's double 12 obviously sour small sellers of entertainment by the electric business big guy Shop Day

"Double 11" ended only one months, "double 12" has become a new target for many electric dealers. However, with this artificial holiday when the emphasis of the "small and medium sellers carnival" compared to this year's "double 12" obviously sour-small and medium-sized sellers of entertainment by the electric quotient of the overwhelming price war ads replaced, peremptory become another "double 11".

Packaging "price war" is also difficult to have new ideas

Reporter noted that with the "double 11" naked to play "really low price", "the most affordable" and other slogans, "Double 12" is not completely no difference, but has a variety of themes.

For example, Jing Dong's pat-PAT Network teamed up with micro-credit card packs, that will be through this platform to the netizen distributed hundreds of millions of Pat Micro shop general Red envelopes, not only to facilitate the consumer management Pat platform coupons, but also card bag for the entrance allows consumers to find a Pat Micro shop more easily, the formation of consumer closed-loop experience. Store 1th, said the theme of the promotion is "just need + upset price", aiming at the end of the consumer to reward their own psychology, and "the most worthy of the brand" and other columns focused on daily life to buy high frequency, the most popular brand consumers. Gome Online to find the star of the most popular movies play emotional cards, "Love Red Envelopes", "loving Confession" and other interactive games emerge, consumer returns and movie stars meet, film derivatives and so on combined. Su Ning returned to the bank of large home appliances sales, claiming to use "cabbage price" to help the color TV industry to inventory, given the 50-inch smart color TV price only half of IPhone6, 32-inch color TV price just over thousand yuan, is five years ago 1/5.

However, a wide variety of electric business war on the market's driving effect is not obvious. The "double 12" promotional campaign started in the early December, but the consumer's enthusiasm is not high.

Business expert Dayutech Analysis said, the electric quotient in "double 12" the continuation "Double 11" The marketing way is unwise, because "double 11" stimulates the consumption enthusiasm at the same time, also causes the certain consumption overdraft. He felt that the main price war, "double 12" more like the electric business to entertain a farce.

Whether offline consumption can be a sudden rise

Alibaba as the "double 12" initiator, this year play and other electric dealers are somewhat different: by the mobile end of the Alipay wallet and the line of nearly 100 brands, about 20,000 stores together, with a large profit to attract consumers to pay attention to offline products and services.

According to the rules, the "double 12" day, consumers use Alipay wallet payment can be in the restaurant, desserts, bakeries, supermarkets, convenience stores, such as a number of daily consumption places to enjoy 50 percent discount; the same day a taxi with Alipay wallet payment, there are two times the opportunity to avoid the starting price, but also useful to pay treasure purse in vending machines spend 1 cents can buy drinks.

The news came as the consumer of the gearing increased markedly, forwarding a list of 50 percent discount merchants on social platforms. Dayutech that this is because eating out, a taxi belongs to the immediate consumption, and "double 11" when the consumer products or services are not strong, so the consumer is still attractive.

But internet expert Tang Yu thinks, this line merchant participates in "Double 12", the essence is Alibaba and Alipay purse through the sticker money marketing, promote mobile payment this new settlement way, cultivate the fresh consumption habit. He analyzed that the payment of the treasure purse 50 percent discount with a ceiling, such as a meal discount of 50 yuan ceiling, snack shops and convenience store concessions 20 yuan cap. As a result, a single consumer will eventually receive a discount of about 200 yuan. "To subsidize each consumer 200 yuan to cultivate a consumption habit, while allowing more merchants to accept mobile payment of this new way of dealing, should be said to be a very effective way of advertising." ”

However, Tang Yu that offline entities are less likely to use the "double 12" marketing to achieve transformation, "at best, only on the flow of the day to see the transaction volume surges." ”