Singles festival one night to suck gold 5.2 billion yuan electric business war triggered the festival marketing

"Singles Day a person to go shopping mall is too boring, coupled with the likes of ' Singles Day ' topic of the group with the network to buy people's overlap is very high, so Taobao decided to put promotional day on the Singles Day." According to Alibaba Group PR director, November 11, 2011, the network was dubbed "century Singles Day" days can become Taobao shopping promotion day, during the company's careful research.

The truth is, "Singles Day" did not disappoint Taobao. According to the official Taobao Mall, the final data show that the "Singles Day" during the company's number of orders exceeded 20 million, "Alipay" turnover exceeded 3.36 billion-is nearly 4 times times the same day last year trading volume. Taobao, Taobao Mall "Alipay" transaction total is a breakthrough 5.2 billion-this figure is almost equivalent to "shopping paradise" Hong Kong 6 days of total retail sales.

"Marketing is actually playing psychological tactics, how to arouse consumers ' desire for purchase and turn it into purchase behavior is an important goal of marketing management." ' Century Singles Day ' The reason for the great success of electric business marketing is that they have grasped the psychology of consumers well. Senior Internet personage, Hishop analyst says.

Electric dealers explode the marketing war

"Last year Singles Day's big promotion, a ' customer service ' to deal with 1000 buyers." Therefore, this time, we from the marketing department, Technical department and other departments drawn more than 50 people to join customer service, the total customer service staff of 150 people, 24 hours in turn on duty. "Taobao famous women's shop seven Princess Cao Qing told reporters, in order to catch up with the 2011 Century Singles Festival Big Promotion, the company prepared more than 300 women," according to the usual one day to sell tens of thousands of pieces to calculate, Singles Day, there are 1.5 million to 2 million of the buyers patronize. ”

According to the introduction, because the booth is really big, the company's Customer service center and Logistics Center 1000 square meters of the chase, since one months ago has launched a "war" posture. Not only did the office put a box of cartons of milk and drink for the staff, but the meeting room was also paved with a brand-new mat and bedding, which was changed into a temporary dormitory.

"originally warehouse only 500,000 pieces of goods, for this big promotion, one months ago began to hoard goods, and all the goods added 150,000, the original 1000 more shelves to more than 1500." Xingwei, logistics director of the company, said frankly.

In fact, the above sellers are just a busy Taobao selling one of the home, and their "readiness" finally got the computer before countless "bachelor" of the Force. In the early morning of November 11, the first 8 minutes, Taobao Mall to pay the turnover of the treasure on the breakthrough of 100 million yuan, 20 minutes later, this number doubled to 200 million yuan, and 1 hours after the turnover to 439 million yuan ...

Throughout the electric business sector, from the end of October to now, almost the entire industry has been submerged in the "Singles Day" of the marketing tide. October 24, Tencent's racquet network took the lead in the promotion of the Prelude, the 5-day sales total breakthrough 718 million yuan, the year-on-year increase of more than 300%. Into the November, Jing-dong, suning easy to buy, when, Baidu cool days, Gome (micro-blog) online mall and so have joined the marketing war.

According to the Gome Online mall planning Minister Yuliang revealed that the November 11 day, the entire category of sales than the same period last month, the 5 times-fold increase. and Jingdong Mall data show, the mall daily orders more than 400,000 single, year-on-year growth of more than 290%.

Climate, geography, people and sales myths

"The initial motivation is to see the average mall has 11 golden Week and so on promotional period, we think, online can also get one." Alibaba Group PR director said, compared to traditional festivals, "Singles Day" more rich grass-roots entertainment spirit and the characteristics of the internet era, so, more popular with netizens.

Tracing the promotion history of the net Merchant Singles Day, November 11, 2009, Taobao Mall first started the marketing of Singles Day. 27 brands collectively carry out 50 percent promotions, Jack only one store in a single day sales of more than 5 million yuan; 2010, Taobao Mall three months ahead of 200 million yuan to do Singles Festival marketing, network, television, newspapers, mobile phones, outdoor advertising no omission, prompting last year's Singles Festival performance achieved a geometric multiplier growth, Sales amounted to 936 million yuan a day.

And to this year's century Singles Day, even if Taobao Mall did not spend a lot of effort deliberately propaganda, but still made a shocking sales results: One day Alipay turnover exceeded 3.36 billion, nearly 4 times times last year.

What has created such a sales myth? In this regard, Tao ran that, respectively, is a rare occasion of the century Singles ' Day ', the Nets merchants seize the ' geographical location ' of the holiday promotion, and this year's e-commerce outbreak of ' people and ', a common role. In the second quarter of this year, China's business was trading at 54.26 billion, an increase of 172.6% per cent, according to data.

However, in Taobao Mall, the big seller, the CEO of Chong, it appears that the reason for the shocking sales is not only the single day of the stunt, there is also a reason because November 11 just stepped on a commercial law of the beat. "November 11 near the end of the year, a lot of businesses to catch up in this time to complete sales, and the backlog of goods in the warehouse to be in a clearing, if you can solve these problems in a day, even if less money is willing to do." "Chong said.

This view has been recognized by many sellers of electricity dealers. Hangzhou thousand Bags Trade Co., Ltd. chairman Lang Rongzhi told reporters: "50 percent sales, almost no profit can be said, but even lose money to do!" Lang Rongzhi said the company's annual sales of about 5 million (excluding holidays), and Singles Day can complete a year of sales, which is a huge temptation for him. "Earn a yell, can also maximize the pull back to the old customers." ”

or trigger the "festival" marketing boom

Talking about the consumer psychology of the successful end of the marketing war, Chong that consumption can be stimulated and consumers can be guided. The low price itself has the huge temptation, when lets the consumer feel the thing ultra value, the consumption desire will inflate suddenly. More and more electric dealers have grasped the key factor of viral marketing.

But, for "Singles Day" This is not the traditional meaning of the real "festival" how to cause such an impact? Professor Chen Changwen, director of the Department of sociology at Sichuan University, argues that in an era of independent individuality, China lacks a holiday that allows individuals to revel in the emergence of the Singles Day and the reasons behind the scenes. In this respect, Chen Changwen also raised a problem, the city for young people to entertain friends of public space is too little, they are blocked on the computer, online shopping has become its main pleasure. “

It is this social situation that created the electric business century Singles Day marketing plan unprecedented victory. This also directly accelerates the "festival" marketing trend. "Christmas, Valentine's Day, these western festivals, not because of the business atmosphere to create more and more promotion?" A senior electric trader, who declined to be named, told the Daily economic news that the "creation of the festival" is the business of the profit-driven dispute, and now this profit-driven "sweetness" will also make "festival marketing" become a necessity.

"Women's Day, men's Day, son's day, daughter's Day ... As long as there is a saying, you can do marketing. "marketing expert Chen Liang told reporters that the" festival marketing "in the future or more common.

However, in this respect, although many of the electric business enterprises, businesses have to rely on the century Singles Day "Fire" a, but the industry on such a way to get together to promote a dispute. For example, also launched a promotional campaign Dangdang CEO Guoqing (Weibo) on the public said, "A day to rob Money, not smart!"

"From the marketing resources and logistics capabilities, the electric business enterprises to promote the reason is not sensible is to disperse the attention of consumers, so that manufacturers are busy, but also to create pressure on logistics." "Senior electrical business people told reporters that the ideal state is, the electrical appliances business enterprise" wrong peak "promotion, so that both suppliers can calmly formulate a supply plan, can also allow consumers always have affordable goods can buy.