Electric quotient "Double 12" play the newly

"Double 11" online shopping storm just over, Taobao, Jingdong Mall, Suning, Gome, Amazon, Fank and other major electric dealers will be ready to send, and the following "double 12". The difference is that the electric dealer in the service and promotional rules play a different twist.

"Small but Beautiful" or "big let"

"Double 11" Taobao and the days of the cat created a single trading day 19.1 billion yuan turnover myth, which let other electric business envy unceasingly, in the face of the upcoming "Double 12", the electric dealers are eager to. However, unlike the "double 11" simple discount promotional stunt, the electric business in the service and rules up and down the effort to attract consumers eyeball.

Taobao has developed a new rules for participation, namely "small but beautiful" + wish list. "Double 12" Taobao slogan is "found small and beautiful, found not the same Taobao." "0 threshold" let small and medium-sized shops to do the protagonist, display its most characteristic merchandise. In short, regardless of the size of the seller, the level, you can participate in the "double 12" activities. Taobao set up 5 major theme pavilions, each theme pavilion under the separate level and level two labels, buyers according to demand and commodity labels "stroll" Theme pavilion.

such as "Life" theme Pavilion "I want to have a home" under the label to provide a variety of furniture, creative gadgets, wall hangings, such as cross-stitch. Some business labels in addition to the buyers in accordance with the daily consumption habits, but also quite creative, such as "Man" theme Hall in addition to the "Proposal cheat" tag, besides bouquets, rings and so on, there are rental car and wear cartoon doll costume reality show.

Unlike Taobao, which has redefined its rules of engagement, other electric dealers are more inclined to use their brains on discounts and services. Jingdong Mall In addition to adhere to low price promotions, but also set up a "Jing Dong Love Angel Delivery Group", and launched a member lottery. Gome plans to carry out global famous "big rally" activities, the total let more than 1 billion yuan.

Activities: Buyers, sellers are not easy

Looking at all kinds of promotions, as a common white-collar network to buy more than a little more than the reporter complained: "Fast to the end of the year, intend to" shopping for the Spring Festival. "Double 11" spent more than 3,000 yuan, this time to buy a few large, will definitely exceed the budget, it is "meat pain." "It's hard to resist the temptation to sell, even though it says" meat hurts ".

But some people have lost interest in discounted promotions. The occasional online purchase of Han aunt in the "Double 11" bought a lot of things, "now have been one months, a lot of goods have not arrived." ”

In a random interview of several consumers, many people say "double 11" during the purchase of goods is not cheap. College students Ang told reporters that she in the "double 11" period to 189 yuan to buy a 869 yuan of down trousers, the first two days found unexpectedly still sell 189 yuan. "I didn't buy it when I was 11," he said. Many businesses in the "Double 11" on the same day only hang a few numbers of down trousers, inventory is not much, we robbed a badly beaten, "Double 11" one, not only the number is full, the price of goods are not changed. ”

After the "Double 11", many crown shop's praise rate has declined. Merchants in the "double 11" discount promotions, services and logistics also greatly discounted, "together" promotion has obviously become a buyer and seller "pain."

Despite this or that dissatisfaction, the discount activity is still in full swing. When consumers are busy sweeping and drawing, the sellers of small and medium-sized shops are also busy promoting their own commodities in order to attract more consumers ' attention.

A clothing store shopkeeper "crazy" to tell reporters, their shop in the "double 11" promotions did not get very good sales performance, this time Taobao changed the rules of the game, do not know how to promote the store's merchandise. Worry is not only the shopkeeper, Taobao forum "to seek expert guidance marketing strategy," the owner of a minority. Visible, so far many shopkeepers have not found the knack of improving turnover.

and Gome, Dream Bazaar and other electric dealers in addition to low-priced goods, daily fixed time of the second kill also let consumers busy non-stop. "Every day I will participate in the second kill activity, keep refreshing the page, but basically nothing to gain." Beijing Fengtai High Lady told reporters.

The sound behind the new rules

Although many small and medium-sized shop owners see the event as an opportunity to expand their consumer groups, it is not known whether consumers are buying it. Consumer little more than bare secret, "some small shop praise rate is low, turnover less, I'm afraid not many people dare to buy." ”

Taobao this year "double 12" set up a new marketing rules and sellers interaction, some experts believe that this may be the beginning of the change Taobao. Eric Su Yanyan, senior analyst, said that the focus of this year's activities is to build a trading relationship, the relationship between buyers and sellers from a simple business relationship into the emotional interaction between people and exchanges.

Alibaba Group chief strategic officer Zeng thinks, this year "double 12" promotion, the merchant spells is the credit, the characteristic and the service, the price is no longer determines the sales volume the sole factor.

However the industry also has different voices. An unnamed electric business professional told reporters that Taobao's new rules are clearly not based on consumer demand-led marketing model, can only be regarded as a means of marketing exploration. He also said that no matter what kind of marketing means or channels, the electrical business will eventually return to the supply and demand balance of the nature of the retail business. And the first thing that the electric trader wants to improve is the quality of service, for example, to ensure that all consumers can buy the good and cheap goods.