Price war "aesthetic fatigue" electric quotient "double 12" change body marketing War

⊙ journalist Win Ting 0 editor Ranchi

After the "double 11" of the enthusiastic promotion, the industry for the "double 12" can bring about the performance of the electricity quotient increase gradually calm. As of yesterday, including Taobao, Cat, Suning easy to buy, when, Jingdong Mall and http://www.aliyun.com/zixun/aggregation/7113.html "> every customer sincere goods, including the electric dealers have declared" war ", And discounts are not the subject of the electric business war. The industry pointed out that, whether consumers or electric business enterprises, the price war has been "aesthetic fatigue", the electricity business consumption will gradually return to rationality.

In view of the "Double 11" in the price first rise, the delay in the delivery of goods such as internet users criticized, the major electric dealers also in the pre-war propaganda more rational, and have played the feelings of the user experience card.

For example, Taobao will be the "double 12" theme positioning "small and beautiful", and "double 11" focus on pulling B-class brand sellers different discount promotions, the event for the first time all the sellers launched the "0 threshold entry", and through social "seeking concessions" to determine commodity prices and promotions. Jingdong Mall is more emphasis on services, and December 12 designated as "Beijing-East Care Day." Jingdong Mall yesterday also announced the investment 4 billion construction north and south two big cloud computing center, chooses the Inner Mongolia Bayan Nur city and the Jiangsu Suqian, optimizes the data processing, the resource allocation as well as the logistics three big business ability. In addition, Suning appliances (002024, shares bar) also announced that every year will participate in the "double 12", and through the physical store channel smashed money to create a festival.

"Double 12" big promotion already has changed body marketing war suspicion, but does not hinder the online product the hot sale. Although Taobao said it would no longer publish consumer data, growth was still impressive from the latest revelations about the amount of consumer electricity.

According to Dangdang "double 12" comprehensive promotional department in charge of the introduction, Dangdang "Double 12" promotional time across 3 days, starting from 10th, its sales growth by one times, order volume surged 50%, and on 11th, Sales and orders volume of 10th growth of one times, orders to break through 300,000 single, Shou the amount of 50 million yuan. Where the customer sincere products only down in the 12th promotional activities in less than 12 hours, has been sold in million.

In Su ning aspect, on-line activity also causes the strong response under the line. For example, Shanghai Suning, opened from 9 o'clock in the morning to 5 o'clock in the afternoon, Shanghai Suning City stores sold more than 100,000 items, creating a single day of the year "highest record."