Liu: Don't let holiday Change "Rob Day" electric Shang festival Heat also fatigue

It's a holiday gathering recently. After the "Double 11", "Double 12" and after Christmas, businesses are actively prepared for the New Year's Day and the Spring Festival promotions. Holiday Promotions originally belong to the normal business promotion good time, and with the last two years the rise of the electricity Business Festival heat, festivals come too often, so that businesses and consumers seem to be caught in the "fatigue period."

Electric business enterprises through the "festival" promotion, from a sociological point of view, and the community is keen to use some so-called festivals to carry out a certain kind of commercial promotional activities is closely related. From the economic point of view, consumption, investment and exports are driving the economic development of the Troika, the electronic commerce of this kind of promotion of the festival is actually able to promote, stimulate the demand for online shopping, but also can partly stimulate the development of e-commerce, from the perspective of economic growth is also a good thing. However, successful marketing should not only be the pursuit of node sales, this simple marketing model for businesses often outweigh the gains.

Festival promotion is a challenge to the comprehensive service ability of the electric business enterprise, such as the self-discipline consciousness of Taiwanese, the integrity consciousness and the integration of logistics and after-sale service industry chain. "Double 11" promotion on the net shopping left a lot of sequelae. In addition to the price of water, hot goods out of stock and other issues, due to the surge in logistics distribution, some consumers snapped up the discount goods delayed delivery, returns and complaints of high number.

After several rounds of promotional "baptism" of consumers, also become more and more rational, gradually farewell to impulse consumption. This also urges the merchant to innovate the marketing way, does the real service, cannot simply rely on the bidding or "creates the festival" to create the consumption hot spot. At present, the merchant wants to make the festival to make the consummation, must start from the consumer's demand truly, the multi-dimensional consideration, builds the brand, constructs the reasonable consumption culture.

First, consider consumer demand and capacity to pay for a period of savings and release. The total consumer income is limited, the more frequent promotion, the average consumer purchasing power in each promotion is smaller. Business should realize profit maximization from the perspective of customer lifetime value, instead of maximizing profit from one transaction. Businesses should really care about the value of customers, and customers to establish long-term health relations, promotional campaigns for the promotion should also be with the consumer's emotional contact and life experience resonate. Accurate grasp of customer needs, focus on customer value shaping and transmission, flexible use of promotional means of value communication, can be long-term access to consumer favor.

Secondly, successful marketing should be considered in a multi-faceted. It is not necessarily a good thing to artificially produce a crest. In the smooth sales curve artificially arched a crest, because the encroachment effect may not really bring much real benefits, but also let the merchant in warehousing, logistics, customer service and other links overwhelmed. In addition, it may further strengthen the Chinese consumer "only Price" is from the buying habits, drag China's E-commerce enterprises collectively away from health gross margin. Rational business should be based on product characteristics to determine the use of marketing methods. Not only to consider sales, but also according to the customer base of the commodity survey and consumer demand assessment, to prepare, to consider logistics, inventory, such as a complete set of marketing processes. This means that the greater the amount of sales, the greater the risk. Businesses tend to stare at sales, ignoring the risk of investment in other essential parts of the marketing process.

Third, enterprises and businesses should create brands, to lead a reasonable consumer culture. Business operators should sink down to study the deep emotional needs of consumer groups, focus on limited resources to serve them, and determine the differentiation of products according to the realistic needs and potential needs of the target customers, thus establishing a distinctive brand image and creating a distinct brand positioning. If you blindly use a simple time node momentum, sooner or later will be discarded by consumers.