The formation mechanism of "Singles Day shopping season"

A short day, 30 billion yuan turnover, how to see this is more like the story of medieval myths and legends in the Arabian Nights.

However, it is true that this is happening in China today. China's hundreds of millions of netizens, with high enthusiasm and not without ridicule tone, will be an annual winter in the original meaningless days, the interpretation became the popular participation in the bustling shopping carnival.

More than half a year ago, some people in the lament guessed: the electric business of the winter will be in this spring misfortune?

So what is it that keeps China's electricity business from repeatedly creating such a blockbuster reversal of business miracles? What makes many venture capitalists at home and abroad unanimously optimistic about the future of China's electricity business and deeply involved in it? Sources from the electrical industry said that, starting from 2010, VC (venture capital) has become the core of China's e-commerce development of the thrust, each new model and each segment of the electrical industry is a variety of VC crazy chase.

Let us in recent years the reputation of the "Singles Day shopping season," the formation of the mechanism to comb.

The first is a gimmick to create a psychic resonance. China has up to hundreds of millions of of netizens, and these netizens are "after" and "a". Trendy, fashionable consumption concept is the most fertile soil for its electric quotient, its self evaluation of marital status and income level of this age, making it very easy to have a psychological resonance with the concept of "Singles Day", and then form a large-scale herd consumption mentality.

Second, the Internet technology brought about by the new business model revolution, the timeliness of Internet data, accuracy, to the greatest extent to cater to the user's consumption habits, and developed modern logistics industry in the technical support of hundreds of millions of netizens "curtilage life."

Third, the price as the core element of competition, bringing real concessions.

And a next question will be: so hot electricity quotient miracle, let the traditional business sentiment why?

We might as well use a set of numbers to help readers make their own judgments about whether electric commerce can replace traditional commercial patterns for some time to come:

China's large-scale department stores annual sales of 5 billion yuan, the new Light World annual turnover of about 6 billion yuan, the first department store wangfujing (600859, shares bar) annual sales of 15 billion yuan, and Jingdong Mall last year net sales of 21 billion yuan, Cat mall last year turnover of more than 100 billion yuan, Among them, 2012 Singles Day sales of 19.1 billion yuan.

"The next 5 years offline bookstore will disappear 80%, shoe shops, clothing stores will disappear 50%." This year's "Singles Day" on the eve of the domestic electric business observer so predicted. Though slightly sensational, although the healthy growth of electricity business is still affected by logistics, distribution, installation, after-sales service and many other bottlenecks, but an indisputable fact is that the real store is indeed "falling", and with the current entity shop loyal consumer age and purchasing power of the gradual decline, The competition between the new and old marketing models of the electrical and physical stores is likely to be seen in the near future.

30 billion yuan, for China such a large country with 1.3 billion people to create the total consumption, may still be somewhat thin, but it is passed to the people's signal is very clear and intriguing: the 2012 "Singles Day", has become the power of the Chinese sales industry, the adult ceremony.

Perhaps we will be privileged to be the witnesses and witness to this historic upheaval.