Electric Shangyo War "double 12": Service PK Price business expectations are not optimistic

The electric business industry today ushered in the final test before the 2012 Christmas season finals, "Double 11" promotion war has just ended, known as "small but Beautiful" "Double 12" shining debut.

According to the Southern Metropolis Daily reported that as of December 11 10 o'clock in the morning, "double 12" total number of items reached 12 million, the number of registered sellers more than 1.1 million, the buyer to seek concessions of 5.46 million times, the seller responded to the baby number 3.93 million times. Taobao has set a record of all previous online shopping activities.

For Taobao, this is not a "sales" of the war, but for Jingdong, Xun and other competitors, so that consumers buy low-cost or buy services, but "double 12" given the new questions.

Price or service to win, has not yet a destiny. But "double 12" on the eve of Alibaba, Beijing-east, Tencent electric dealers each out of their strokes, it further stimulated the battle of the Electric business giants. This week, Tencent's Xun network officially entered the Beijing market, killing to the hinterland of Jingdong.

"Double 12" small and beautiful?

Headquartered in Guangzhou, the Mann just completed 70 million of the daily sales in the "double 11", compared to "double 11" a full year ahead of the preparation of goods, marketing and other preparations, "double 12" promotional scale is a lot of haste.

"Double 12" at the beginning of the "double 11" after the completion of the work of the time is very tight, businesses spend too much time to stock up, do large-scale promotional work has not been practical. It is not practical for consumers to come back to a discount frenzy after the largest round of online promotions. "Double 12" this round is mainly to go with the platform direction, no more special set sales targets. "The man in charge said to the South reporters, for example, the entire" Double 11 "period, the Mann's advertising fee of more than 3 million, of which in Taobao invested about 1.8 million of the advertising fee, but" double 12 "marketing costs around 300,000," double 11 "participation in the activities of the proportion is 70%, and" double 12 " The boutique group offers about 29 items.

and "Double 11" to provide discounts on goods, and ultimately by the cat to decide the right to participate in the rules of the business is different. Taobao this year, "double 12" did not set any uniform rules of participation, as long as the normal operation of Taobao shops, can participate in the "double 12" registration activities, and let the seller have the right to pricing their own.

According to the Southern Metropolis Daily Statistics, as of December 11 10 o'clock in the morning, "double 12" registered more than 1.1 million sellers. Among them, more than 90% of the sellers are stars and diamond class sellers, only 7%-8% is crown-level sellers.

Alibaba Group chief strategy officer Zeng in an interview that this year Taobao "double 12" show more is small and beautiful. He revealed that earlier this year, MA on Taobao, cat Whole Ali department to put forward new requirements, starting next year, Ali group no longer assess turnover, replaced by the "double million" plan, that is 3 years must have 1 million sellers, their annual sales to over 1 million.

In the past 2012 years of the "Double 11", the Ali series of platforms poured into 2 1.3 billion of the crowd, the number of transactions close to 100 million pens. The past year, electric dealers all kinds of price wars and promotional frequency far more than last year, the bag of small and medium-sized sellers difficult to survive, although the "double 12" The main push is "small but beautiful", but they faced this 2012 the last round of large-scale electricity business carnival, still have a lot of worries.

The sale of men's underwear taobao sellers a sianbum, said the average daily sales is 30,000, "double 11" on the day all shop sales are 790,000, far more than 300,000 of the expected. "But the" double 12 "flow forecast is uncertain, because of" double 11 "hot," double 12 "We expect sales are not so optimistic. ”

He thinks, this year "double 12" the overall feeling is Taobao game rules change, start transformation for interaction, no longer to promote mainly. "But the transition is a bit fast, it feels a little hard to interact with consumers, we launch games in the store, but there are a few people responding." So we are not particularly prepared for inventory, just to make up some good selling products. ”

Low prices are still standard

According to Taobao planning, "double 12" to subvert the "discount" concept, "fun", "rich", "original" and other online shopping characteristics to play to the extreme. This year, "double 12" activities of the first attempt not to the main venue divided into the form of the venue, but according to life scenes and themes to show, such as "so warm so Beautiful", "Tide female solicitation", "again cold also want to play sexy" and more than 240 personality labels. On the "Double 12" page, consumers can put their favorite products into the shopping cart or favorites, and to the seller "for concessions", forming a two-way interaction.

Behind this, is Taobao plan in the next two or three years to create a social collaborative network created by small and beautiful, cultivate 1 million annual sales of more than 1 million Taobao sellers plan.

The head of the Mann said to the South reporters, from last year to this year Taobao development has two trends (Treasury): One is the trend of business to brand development, hope that through large-scale activities to allow a group of sellers to grow, driving the rise of the original category and boutique businesses; the second is to guide consumers from "Amoy cheap" to "Amoy original", "Amoy boutique" Change.

Taobao said to the south, not to the "double 12" set sales targets.

For Taobao, this is not a "sales" of the war, the main push small and long tail goods, more inclined to provide "personalized" services, but for other competitors, let consumers buy low-cost or buy services, still "double 12" have to face the new questions.

"No one comes because you have a gimmick, the price is still important, the price is guaranteed, the other is more creative, more fun things." The Beijing-East promotion strategy is to hope to release consumers ' purchasing power more than once a year, instead of blowing out the blowout once. ”

Jingdong Mall Marketing senior vice President Cheng Junyi to the south all reporters said: "The end of a shopping peak, we actually hope that consumers buy things of course, first of all, this thing is good, and then affordable, this is the most essential a demand." "According to the introduction, Jingdong" 121212 "activities are basically 30 percent-80 percent, 12 categories will participate in the promotion, of which the self-employed part of the goods accounted for 80%, is expected to double 12 between the sales will certainly exceed 618. In addition," double 12 "period will also launch the beauty Delivery Group, the draw low price SM art, Service upgrades and other activities.

Price or service to win, has not yet a destiny. But "double 12" on the eve of Alibaba, Beijing-east, Tencent electric dealers each out of their strokes, it further stimulated the battle of the Electric business giants. This week, Tencent's Xun network officially entered the Beijing market, launched a day three send, kill to the head of the Boss Jingdong Mall hinterland.

Xun net C E o Bu Guangzi to South all reporters: "Beijing is one of the most important online shopping market, we have to fight a battle in Beijing." and Jingdong than one of the lower prices, better service, so that Beijing's consumers experience the benefits of competition. In addition, Xun also launched the "century double 12" of the low price storm, the value of 50 million of coupons, including mobile phones, digital and other goods sold at 50 percent-80 percent of the price.

In Shanghai as the center of the East China market and the old opponents of the Beijing-East war into a tie, and with Tencent power flow resources in southern China, in less than a year in the time of the order volume of more than 20,000 per day. Zhi Jun, vice president of the Xun network operating in Beijing, expects Xun's 2012-year sales in Beijing to rise 30 times-fold year-on-year in 2011.

There's been a lot of price wars this year

Does the consumer really enjoy the increased competition? The upgrading of Chinese consumers ' electricity consumption may still be a long task.

In Beijing, a foreign company working in the "Aquatic 1988" on the view that "double 12" and no special expectations and impulses. "Double 11" is because endure a long time of shopping desire was stimulated, and the discount is attractive, the result is still inevitable disappointment after the goods, because the buy all bought, fresh feeling is gone, so on the "double 12" and no special attention and intention. ”

And in the University of Millet said, authentic low price should be the basic configuration of the electricity quotient. "Price for me is certainly the most critical factor, then the distribution, customer service and so on." A cheap one, two to be convenient. ”

Compared with the recent "Double 11", the "double 12" has not been a great concern to consumers. This year, electric dealer price war frequency far more than in previous years, the electric business enterprise each out its law fights ceaselessly, from Jing Dong 618,815 Beijing su Mei's War, "Double 11" The Electric Business carnival, again to today's "double 12", the pure price stimulation also can arouse the consumer's shopping desire?

According to the data released by the Beijing-East, the June 18 sale of the day of the Beijing Dong Dan Day sales of more than 1 billion yuan, orders number more than 1.5 million single. 2012 "Double 11" promotion, Alipay recorded a total sales of 19.1 billion yuan, of which the cat 13.2 billion, Taobao 5.9 billion, compared with last year's increase of more than 600%.

Eric Su Yanyan, an analyst at the electricity business, said the price war was really much higher this year. "But the promotion of goods will be different, and the consumption frequency of the product itself, for clothing products, itself has a certain frequency of replacement, it may be each promotion is someone to buy, but for home appliances products can not be sold every time to buy, because the appliance products will have a use cycle." ”

(Securities Times News Center)