How holiday marketing becomes the revenue prescription of e-commerce platform

Sales promotion is all enterprises, brands, electric business platform, in order to combat opponents, attract eyeballs of the conventional marketing means, holiday marketing is only for the promotion of a reason and addicted to the head. But since 2010 Taobao's "Double 11 Singles Day" sales, reached 9. After 3.6 billion yuan.

Holiday marketing is no longer a conventional marketing means, and by the electricity business as the best sales opportunity, is to enhance the site flow, viscosity, sales, revenue flow, well-known marketing prescription, but also the creation of traditional brand market radiation range of the moment. Now, in Baidu search "double 11" or "Double 11 promotional" These keywords, the emergence is no longer just a few site activities, but the overwhelming number of business promotions, news reports.

Wired under the 3C Big Enterprises Su Ning, also in 2011 to promote Suning appliances, suning easy to buy, le buy shi bi-brand three-mode "Double 11" promotional November 8 early start. 2012, Dangdang launched the anniversary and the 11 children's wear combination, when the price fold on 50 percent lower prices let go show net also unwilling to be outdone by the introduction of double 11 underwear full 50 percent caps, Lok Bee network launched Sheng Women's Day is double 11 activities. For a time, "holiday marketing" the status of an instant surge, no longer by the marketing department simple planning, product department and the editorial office simply cooperate with it, but the major electric platform are all the best to mobilize all resources, even two or three months ahead of the beginning of the "Beam soldiers moling horse", ready to play a big

In the excessive heat of the festival marketing Wave, the author of the country believes that the electronic business platform of excessive emphasis on sales is understandable. But must be calm in the premise, do the following three points will make the holiday marketing to play a long-term significance, the real holiday marketing to become a permanent effective revenue prescription.

One, the festival wants the fashion trend the true individuality

In the Chinese speaking from the New Year's Day start, Spring Festival, Labour Labor Day, heartily, Army Day Army, Mid-Autumn Festival, 11 National Day and so on traditional festivals, is a regular festival or major festivals. But now, the day after, have been a little indifferent to these festivals. Only these festivals as a rest holiday, but with the entertainment and fashion-related: Christmas, April Fools ' Day, February 14 foreign Valentine's Day, Tanabata Chinese Valentine's Day, double 11 Singles Day as the focus of the festival.

And Chinese netizens and the mainstream online shopping crowd, is also the 20-35-Year-old before the young fashion crowd. Therefore, the holiday marketing time and opportunity, to be more in line with the characteristics of the consumer population. "11.11 Singles Day" is precisely for the remaining male, female surplus too much, many people have "online shopping" complex, only to a society is not the value of the "Singles Day", through the network of propaganda, Sang-sheng to the Chinese electric power business every year the most glorious dazzling day.

Also because, this day is the so-called "half" of the anniversary, the whole of the 50 percent, the full price of goods "half" also more impact and attractiveness.

Second, the price to seek truth from reality

Discounts are always the most popular activities of consumers, 50 percent is also a discount for all merchandise promotions, more neutral. Although it does not have 30 percent or 20 percent attraction, it seems to be able to guarantee the quality of goods and cost-effective. At the same time, is also the holiday marketing another disadvantage, the platform unified discount. The gross profit margins of different industries, different brands, different commodities and different enterprises are completely different. In the commodity price is transparent, the product homogeneity environment, the Merchant in order to register participates in the activity, had to sacrifice the benefit. 2010, there are Amoy Baoxiao said, he served the business, someone in the double 11 loss of 200,000! The reason is too real!

Therefore, some businesses in order to be able to sign up to participate in the electric business platform discount activities, but also to ensure their own absolute security of profit, or the electric business platform itself in order to attract more consumers to buy goods. Do not hesitate to reduce the price of the dark rise, the first increase in prices and discounts. Or some outdated substandard, the quality of the clearance, as a discount focus. This makes the entire activity of goods have no compensation, but consumers are only empty happy, and even pay to buy gas. So that the holiday promotion lost the real significance, the electric business platform or business enterprises, although the formation of temporary sales, but formed a long-term negative impact. Since it is a promotion, it will be really let the consumers.

If some enterprises and business profit margin is not so high, it is not necessary to a bowl of water is not leveled, the total than "sell rice Shako" the false benefit is much stronger.

Third, the service to gold really do

Holiday promotions do bring a lot of sales to platforms and businesses. But what's behind the festive hot: promotional red envelopes can not be used, some through the relationship to participate in the activities of the products, or even higher than the original price, the reason is that the line shop counter sales of Half-price, some clothing can not choose the size, special items can not buy and so on a series of phenomena appear As for the logistics of the warehouse lead to receiving busy, slow collection, product loss and other phenomena, is simply justified should appear.

E-commerce industry service has been the bottleneck of the entire industry, from customer service attitude to product quality, and then to logistics and replacement and other links. It's always better to say than to sing, but less to do than to say. The goal of holiday marketing is naturally to promote popularity, not to give up profits is also justified.

But if the income as the only indicator, in the abandonment of some of the benefits, do not hesitate to reduce all services to save profits. That is not called holiday marketing, can only be called the Festival "cheat pin". Do not have the money just get the face immediately, or false promotions, exaggerated. Holiday marketing should be in the same time, in a certain period of time, to consumers pleasantly surprised and affordable, so that consumers on the platform and business to create a sense of intimacy and dependence.

Of course, bad business or platform is only a few. But in order to maintain the good development of the whole electric business industry, the market in the embryonic development period retains a "holiday marketing" which can ensure social attention and sell products. Or hope that all platforms and enterprises can continue to self-discipline, so that all consumers can enjoy the real benefits of the holiday day, so that the online shopping boom really continue!