The spring promotion season, the comprehensive electric business consumes the vertical electricity merchant

Due to the late Spring Festival this year, after entering the March many of the company's employees have not been slow to enter the work of the state, a spring electric sales promotion war began again.

Spring Promotions come after the festival

In fact, each of the four-quarters of each year has a relatively easy to make a grade category, in the northern region because of dry and windy, beauty products are often at this time into the popular category-rich and comprehensive category of electric dealers first began to the impact of the market segment--3.8 period, Taobao launched a 3.8 sweep code Life Festival big concessions, the day cat on the " Changvine started a series of activities for the theme, related to beauty makeup, clothing, home and other female consumer-oriented category; Beijing east is from the end of February launched the theme of "Spring Thunder Action" of the 2015 year of the largest promotional activities, lasting nearly one months, covering daily necessities, beauty makeup, mother and child and other categories of product services, The first is the spring Thunder action "Women's Day" to promote Carnival, the main beauty makeup products and big clothes.

And the United States and makeup related to the field of vertical electrical business is not idle, for example, the Lok Bee Network will be fixed in March each year to promote its "Peach Blossom Festival", this year has been the fourth time, known as "crazy to pay the end", and its competitors, last year, the listing of the United States in March also began a large scale discount for promotion.

A tacit fact among male consumers is that women and children's money is the best to earn-they are more susceptible to advertising marketing, the face of the likes of things often emotional will prevail over rationality, so the final result is mostly "buy and buy." During the spring Q1 shopping season, which began in the last one months of the month, it was clear that the big electric dealers were trying to get the group to use more attractive prices.

From the current data, large-scale activity marketing has indeed achieved results, such as the recent Beijing-East announced, in the Spring Thunder Action "Butterfly Festival" lasted a week of promotional record, the U.S. makeup category daily sales breakthrough 50 million, year-on-year growth of nearly 4 times times, some brands increase 20 times times. Affected by the weather, isolation sunscreen, cleaning skin care products also have a significant increase.

Integrated electric quotient consumes vertical electric quotient space

Shopping festival nature of the brand marketing, is undoubtedly increasing the gap between the vertical and the integrated electricity quotient, but we are not difficult to find that today in the spring does not have a ringing brand of the shopping season, and in the above mentioned in the Beijing east of the launch of the "Spring action", I think it is to play this node in the springtime shopping season to deploy.

At the end of February officially launched, the initial female consumer activities, Spring Thunder action in addition to beauty promotion, but also include "tide clothing" clothing, "machine friends/Technology," the digital big promotion, covering the entire network almost all kinds of goods. The size and duration of the "Spring Thunder Action" in Jingdong seem to have begun to squeeze the rivals ' space. To be aware, the large-scale promotional activities are the vertical electric operators in human and financial difficulties, which is also to some extent, the market erosion of vertical electric operators one of the reasons.

Over the past two years, the big environment of the vertical electric business is also changing, on the one hand, the higher the profit of the United States makeup Electric dealer for the representative of the vertical electric trader after several years of hand-to-hand combat in the last year has tended to stabilize, Lok Bee net in the last year was the only goods will be acquired, Poly-excellent products, although the realization of the listing, but later trouble, The share price has almost halved in less than a year.

On the other hand, the comprehensive electric dealer is also continuously to the vertical category fine operation, especially in the higher profit clothing, daily necessities and other commodities, but also constantly play the newly-created, whether it is the platform of the day cat, or self-+pop third-party platform of the Beijing-east, in the capital, promotion, marketing are obviously higher vertical electric quotient, you know, 3 C Home appliances started in Beijing east, from last year Q4 began its daily necessities, such as non-3C commodity turnover has surpassed the 3C home appliances category, this is not a good news for vertical electric business.

A noteworthy phenomenon is that Taobao last year, also a mammoth "3.8 Life Festival" this year relatively low-key many, this also let the first quarter of the electric business activities, the spring action how many some of the solo show, I think for consumers, the more expect to appear like a double 11 of this type of electric sales, believe in the next spring file, There will be more gunpowder in the electric business war.

In general, the normal marketing has bombed consumers for many years, but in the vertical category, especially for female consumers, the huge market has not been fully opened, in the women's electric business situation is changing, the integrated class of electricity dealers have more opportunities and time to seize more market. With the comprehensive category of electric dealers in the development of various promotional season, I believe that there will be more consumers to invest in the embrace of the integrated category of electric dealers.