Electric dealer frequently create festival promotion encounter cold "double 12" or into chicken ribs

BEIJING, December 13, Xinhua (trainee reporter Wu Jiawei) "Double 11" National Network Shopping section of the "crazy" vigor has just dispersed, Taobao cat, Jing-dong, suning easy to buy, Amazon China, Xun and other China's major electric companies to follow up the double "12", for the gold and all kinds of promotional tricks, do not want to be "Waterloo." "Double 11" is hard to reproduce, "double 12" or into a chicken.

Reporter learned that the December 12 day, China electric business war again. Among them, Taobao seems to be the most "tyrants", known as "The history of the largest flow, the history of the most red envelopes," the commitment to take out 36 million yuan "Chang" "double 12" in the period of the Shuangse lottery, and all the lottery tickets to Taobao users, push mobile phone Taobao client.

At the same time, other major electric dealers are not to be outdone, following the Xun network "double 11" after the introduction of the upgraded micro-letter mall, in particular, the promotion of "one-day" activities, and shun Fong reached cooperation, strengthening its own logistics equipment.

Suning easy to buy also Hao hit 500 million "Cloud Coupons" beat "double 12", become the industry's biggest focus. Even Amazon China, which has rarely fought in the war, has played a lethal price tag during the "double 12" period, and has launched a second kill and promotional campaign for nearly 100,000 items to attract attention.

However, the fact is not according to the way the card, double "12" without suspense, the cold, which let the electric business disappointed.

According to China's E-commerce research Center monitoring data showed that the day a total of 155 million users participated in the online shopping spree. Participate in Taobao double "12" promotional merchandise total of 34 million, the number of sellers 2.64 million, accounting for the total number of Taobao sellers 35%. Among them, through the mobile phone Taobao client to achieve the sale of the seller is 1.45 million, accounting for the total deal seller's 55%. In addition, the payment of the number of wireless transactions accounted for the total number of trades 23%.

According to the monitoring data of the center, "double 11" period, Taobao turnover of up to 35.019 billion yuan, trading pen number of 170 million, Beijing-East day turnover of 3.5 billion yuan, 12 days to 10 billion yuan, suning before three days total orders of nearly 6 million, Tencent Day turnover of 900 million, of which Xun net accounted for 500 million, QQ net purchase than last year rose 4 times times.

Visible, compared to the double "11", double "12" is showing the rhythm of the cold. In addition, Taobao changed "Double 11" during the same time rolling out the total turnover and assembly of the number of high-profile style, in turn only implicitly disclosed the number of sellers and participation in the activities of the total merchandise, can not help but make people smoke and mirrors, sigh unceasingly.

Taobao "Double 11" detonated nationwide crazy online shopping, and why "double 12" but touched rebuff?

In the interview, Lei, director of China's E-commerce Research center, said to reporters, for hype stunt, catch the car, the electric dealers do not hesitate to artificial festival.

He said, "Double 11" in the National Day and the end of the golden period, just easy to pull the passion of the whole people shopping. and the Double "12" node is sandwiched in the "Double 11", before Christmas New Year's day, deeply embarrassed situation, this let "double 12" how not deserted?

In addition, the major business similar marketing means also let people produce visual and consumer "fatigue", "the first experience, but also the second time." ”

It is noteworthy that at present, "Taobao Bazaar" There is a large number of vicious competition, corporate traffic policy to the "cat" tilt, leading to small and medium-sized sellers of the policy almost no, resulting in two level differentiation serious. "Small and medium sellers shop turnover to remove the payment, rent, the profit is very low." To get them to come up with a high advertising fee, what is the driving force behind the store? ”

In the consumer side, Lei said, "Double 11" before the cover tight pockets, holding the currency to buy, hoarding the needs of the next year, only the past one months time, the consumption capacity has been presented overdraft, powerless to fight, cold treatment of "double 12" is understandable, which is also regarded as "consumer consumption tends to rational" a performance.

At this point, "double 12" became a "tasteless food, tasteless" of the chicken.

Yia Jianfang, assistant analyst at the law and equity Department of China's E-commerce Research Center, suggested that promotions should be more normalized and differentiated. The normal promotion can avoid the more pressure to the logistics, and the difference will be the important means of the electricity business to pull the consumption. And the need for synchronous optimization and upgrading of the after-sale, distribution and other services throughout the process, as well as the protection of consumer rights and interests. Finish)