Guild Wars "Double Eleven", e-commerce, manufacturers have their own tricks

The “Double Eleven” step is approaching. This “Double Eleven” large-scale promotion campaign originally initiated by Taobao has evolved into a big meal that all e-commerce and manufacturers are not willing to miss. It is also the most fierce battleground. From this point of view, "Double Eleven" is undoubtedly a "artificial shopping festival" that e-commerce planning has been very successful. Every time "double eleven", the major e-commerce is always inevitable.

In addition to e-commerce this year, major manufacturers are also paying more attention to the "double eleven", regardless of whether it is cars, home appliances, digital, home, food, clothing... the manufacturers of the forests regard it as the most important year to improve sales. Time period. After experiencing the pain of last year's "explosion", the express delivery industry is also well prepared this year to meet the "double eleven" logistics peak. Next, let us look ahead to the preparations made by various home appliance manufacturers, manufacturers, and express delivery companies in preparation for the "Double Eleven". Don't blink.

E-commerce: The foreplay has been done, only to be played by the Lord

If the e-commerce in the past two years is still only testing the "Double Eleven" and is not fully prepared to fight this hard battle, then after Taobao’s single-day madness of more than 19 billion, the “Double Eleven” will be completely It has evolved into an e-commerce day. Especially this year, major e-commerce companies are preparing for "preheating". In order to obtain greater benefits, major e-commerce companies began to carry out promotional activities from the end of October, and strive to turn the "double eleven" day of the white-blade battle into a sniper war, intercepting the "double eleven" customers.

It is understood that Tmall has launched a "Thousands of People" campaign page for the "Double Eleven" event. On this page, according to the brands and products that the user has paid attention to and browsed during the warm-up period before the promotion starts, combined with the user's past shopping habits and consumption history data, a unique "Double Eleven" will be generated for each consumer. "The page, which benefits from Ali's absolute dominance in big data. We have already experienced its precise product push function, and now we are taking advantage of its big data in the "Double Eleven" event. It can be seen that Tmall is still in the lead position of e-commerce, this year's "double eleven" sales may exceed 13.2 billion last year.

This time, Tmall is still the protagonist of the "Double Eleven" event, and manufacturers will also use the Tmall store as the main push store for the event. It is understood that Tmall has 70,000 merchants, and as many as 20,000 participate in the "Double Eleven" event, double the number of last year! Tmall vice president Wang Yulei is even more promising, this year to get 45 billion yuan!

Jingdong Mall is naturally not to be outdone, claiming that "you have double eleven, I have double ten." From October 10th, Jingdong began the “Double Ten Season” promotion, and more than 200 clothing brands participated in the promotion. Moreover, it was announced recently that the home appliances sold by the company are directly supplied by the factory. Any self-operated home appliance products purchased from Jingdong, if quality problems occur, can be returned within 30 days with the manufacturer's test sheet, and can be exchanged within 180 days - this can be much more relaxed than the current industry standard of return within 7 days and 15 days of exchange. Moreover, in order to avoid the user's purchase of peripheral products and after-sales worries, Jingdong also said that it will publicize the accessories charging standard on the Internet to make the charges more transparent.

Suning Tesco also opened up the “Pan Double Eleven” battlefield. At the end of October, it launched the “1030” series of activities and opened up the “Pan Double Eleven” battlefield. The whole event will be divided into five stages and will be promoted for the whole category. Considering the "double eleven", the price will not be much lower, and the logistics is unstable, users can consider the shot at this time. And unlike the general e-commerce, Suning's offline channel has a strong advantage, so Suning will compete with Tmall in the promotion of the "Double Eleven" O2O model this year. It is understood that Suning Tesco will launch the "China's first O2O Shopping Festival" in mid-November this year, launching a series of new shopping models and marketing strategies. At that time, more than 1,600 stores under Suning will be the main venue for the shopping festival at the same time as Suning Tesco, and the online and offline synchronization will be promoted. Not only can we fight "double eleven", but we can also spread the war and directly seize the peak consumption season in November. If this mode works well, it may become the norm in the future.

Tencent e-commerce's QQ online shopping began on October 10th and began to carry out series of preheating activities such as “50% off goods first collection”, “playing games to grab coupons”, and “Tianfutong charging 100 grabs 100”. Moreover, Tencent e-commerce also announced that it will carry out the “Crazy Festival” on October 20th, and link its own platform Yixun.com and the open platform QQ online shopping by “joint venture”. More than 5,000 brands and 400,000 items on the open platform will participate in the promotion of “50% off the whole site, full-site package, full 300 to 150, and 500 to 300”. Although Tengdian has not been comparable to Taobao, it is still stress-free to seize the opportunity of the “Double Eleven” and increase its market share.

Gome Online’s “Double Eleven” warm-up activities started early – from October 21st, Gome Online launched the “Double Eleven” event ahead of schedule, and will launch “Double Eleven Shopping Raiders” and “Brand Pre- Various kinds of preferential activities such as "sale", "billion-dollar coupons" and "members will receive 1,000 yuan gift certificates".

Dangdang.com is naturally not to be outdone. It is understood that Dangdang will take the “50% off + fold up” method for promotion during the “Double Eleven” period. Moreover, unlike the other e-commerce main attack "Double Eleven" on the same day, the Dangdang event will last for the entire month of November, and also guarantee that the price of November 9-11 will maintain the "double eleven" promotion minimum price.

In addition, Amazon and other vertical e-commerce companies such as Le Bee Network, Vipshop, Vanke Eslite, etc. have already sharpened their knives and are ready to make a big profit on the “Double Eleven”.

The stage of the "Double Eleven" event has been paved, and many e-commerce companies have already prepared for warm-up, waiting for the arrival of 11.11. After that day, some people laughed, some smiled, and some were slightly disappointed—some earned more, some earned less, and some did not. But no matter what, it will definitely bring a consumption boom that day.

Manufacturer: Wiping the fist, ready to go

"Double Eleven" is not only a grand event for e-commerce, but also a grand event for manufacturers of goods. This "Double Eleven", almost all manufacturers who can sell products on the Internet are fully prepared.

For example, home appliance manufacturers want to make a turnaround in the "Double Eleven". It should be noted that the decline in sales of home appliances in the second half of 2013 is expected to be between 10% and 20%, and the decline in some categories will reach 40%! However, the home grid purchase market has continued to be hot, and air conditioner sales in the first half of the year achieved a high growth of 111% in the e-commerce channel! Therefore, the e-commerce's "Double Eleven" promotion activities may be the only peak season for home appliance manufacturers in the second half of the year. TCL Ice Wash launched the "Let's Go Home @TCL Double Eleven Messenger" campaign before the arrival of "Double Eleven"; Midea Life Appliances Division created a Tmall for the "Double Eleven" The product line also promotes several popular products including soya-bean milk machine and microwave oven. The strong lineup and promotion efforts are the first in the industry...

Even automakers who have always been uncomfortable with e-commerce are gearing up to prepare for the "double eleven" promotion. For example, Dongfeng Peugeot launched the “Hundred Stores Celebration, Online Car Carnival” promotion from October 14th to November 11th. Consumers who buy cars at the official flagship store of Tmall Dongfeng Peugeot have many discounts. Geely Automobile Tmall official flagship store also launched various promotions for the "Double Eleven".

Express: "Burst" situation will rarely appear

In the past years, the "double eleven" most users criticized express delivery, that is, logistics. Waiting for a long time has wiped out the fun of online shopping for users, and the express delivery industry has a hard time saying about the situation of "explosion". This year's logistics situation will be eased compared to last year, whether it is e-commerce or express delivery companies have made targeted measures.

At the end of October, Tmall launched the express "Day of Day" service, covering the first 10 cities including Guangzhou, Shenzhen and Shenzhen. Tmall will cover the service area in the day, consumers will place an order before 11:00 am on the same day, and the goods will be delivered before 24 o'clock that night. Jingdong and Yixun faced the aggressiveness of Tmall, and they all later released the “Double Eleven” logistics strategy. In addition to providing services such as “211” and “Fast Speed”, Jingdong also provides distribution subsidies to open platform sellers during the “Double Eleven” period. Yi Xun consolidated his position by further opening up “three daily delivery”, and “three daily delivery” covered the city and further expanded to 12.

In terms of express delivery companies, SF Express began recruiting personnel for training several months in advance, and also formulated emergency response plans. If there is special weather such as fog, SF Express can start an alternative solution. Shentong, Yunda and other express delivery companies have also increased their manpower and expanded their warehouses in order to face the logistics peak brought by the “Double Eleven”.

"Double Eleven", the rationality behind the carnival

Every time the "Double Eleven" big promotion, many netizens just like the heartless madness, staying in the night without worrying about buying their favorite goods in front of the computer screen, even starting to search for "Double Eleven" many days in advance. The preferential information is both a waste of time and a waste of time. After the end of the "Double Eleven", I found that many goods were not needed at all, and I regretted it.

In the face of "Double Eleven", netizens must maintain a certain degree of rationality, can not see the preferential goods to buy, the idea of "hoarding" can not be. You must know that "there is no sale of fine", even if it is more favorable, there is a limit, and you must not let yourself fall into it. Moderate consumption can be understood, but if the "double eleven" is used as a profligate day, then it is the "set" of e-commerce and manufacturers.