Double 12 network to promote the noisy proximity of the appliance dealers launched alternative marketing war

According to the Voice of China "News late peak" report, peat, peat, "double 11" The smoke has not dispersed, "double 12" noise has come. However, after the stunning performance of the "double 11" online shopping carnival, the upcoming "double 12" of the electrical appliances manufacturers do not seem to meet only the "price" gimmick, but the newly-developed frequency. This wave of http://www.aliyun.com/zixun/aggregation/7869.html "> Electric business War and what is different from the past, consumers will not buy it?"

450,000 forwarding, such a number, enough to be comparable to any hot news, it comes from Suning Tesco December 4 issued a "forwarding 1 times to donate 1 yuan" microblog. The 20-day "One Love in the end" activity, it is the two 12 built positions. Min, director of Suning Tesco Market Management Center:

Min: We also did not set the upper limit, the time also gives very full, we also want to create a public good forwarding records, donate more money. In the process, we also launched a 0 yuan per sale of goods to donate a dollar measure, we will be the above two public welfare activities to be finally raised to choose a professional charitable organizations to donate money and publicity.

Suning easy to buy a public good card, Taobao played a "history card."

"Some day of the month, the first time you come here, click the Pay button, and buy a certain item." Late last night, Taobao launched the "Time Machine" function, each Taobao members can login to feel. Consumer Li in the music, looking at Flash, feel taobao for its online shopping memory comb.

Ms. Li: Can you see what you've bought, who you give most, how many parcels have been mailed on Taobao, when these things are presented in front of you like history, Oh! Originally I bought so many things, then is very feeling.

Again, Jingdong Mall, the reporter recently received the invitation to Beijing East, tracking the interview of its "Angel delivery Group" activities. As the name suggests, the so-called "Angel Delivery Regiment" is its dual 12 during the North Canton and Chengdu launched the beauty gift coupons service. To this as a gimmick, Jing Dong in the double 12 main service card, the introduction of members exclusive "care products" and so on.

Zhao, deputy director of the research Department of Consumer Economics at the Ministry of Commerce, said that after the concept of "price war" was tiring, a wide variety of marketing techniques might have a certain effect.

Zhao: In addition to the cheap may be in the marketing of the other can arouse the interest of consumers this point of interest, because if only a price war then and "Double 11" no difference, at the same time and close, certainly effect will not be good.

In a variety of changes, the "double 11" the biggest winner Taobao this time also abandoned the previous discount way, took a two-way game of the buyer and seller, bid by the buyers, the sellers according to the requirements of the price adjustment, this is also interpreted as Taobao for C2B such a new business model of the attempt.

However, in E-commerce analyst Li Chengdong, business marketing strategy ça, the price will still be "double 12", or short-term user choice of the fundamental elements.

Li Chengdong: Cat Double 11 itself, the user experience is very bad, if you hit the price war, with discounts to promote the business is also unfavorable to the merchant, so it gave up this large-scale discount. In particular, grassroots sellers can not do, must have a certain basic strength to respond to this user needs. In essence, the holiday promotion is mainly based on price promotion, and consumers are running discounts.

The consumer's choice standard is actually very simple, the commodity, the price, the service, after round after the price bombing, the consumer is no longer so good to be fooled, the electric business in "Double 12" before the 18 weapons weapon that can work? A year down, the major electric dealers who is the winner who is the loser?

Ms. Tang: "Double 11" when it is very difficult to get things, so "double 12" I am not ready to participate again. One of the clothes, probably waited nearly half a month to receive, the quality of the clothes a little problem, retreat to retreat, especially special twists and turns. The price is really a lot cheaper, but I still feel hurt.

Ms. Tang's story is very representative, we can call it "double 11" sequelae, but in the Ministry of Commerce Research Institute of Consumer Economics, deputy director of Zhao, the purchasing power after the large-scale release, "Double 12" of the scale will be weakened, but will still form a supplementary small climax. The pregnant consumer Ms. Wang is interested in the "0 yuan purchase" activity of the children's mother and child website of Suning.

Ms. Wang: Because "Double 11" When Miss a lot, "double 12" time better than usual, Su Ning has launched a "0 yuan buy", I bought a lot of things this morning, are for the baby to buy.

As consumers tend to be rational, the things that major electric power companies are doing are based on factors such as price, which attract consumers to form loyalty through differentiated marketing activities. Looking back at 2012 of the electricity quotient, Zhao gives such a summary.

Zhao: These businesses can be legally operated in accordance with market rules this year, and it should be said to be winners through price promotions and other marketing activities, but those who cheat consumers through false discounts and attract eyeballs to increase traffic are in fact adversely affected, In the long run, good faith management is the electrical business in the process must comply with a minimum standard.