Why Did Businessmen Not Make Money During The Spring Festival?

In the Spring Festival this year, businesses in Beijing are somewhat special.

Some businesses do not behave in the same way.

No sooner or later, no matter whether the businessmen voluntarily give up or passively give up the good business opportunities of the Spring Festival, the ultimate goal is to earn more profits.

Why did businessmen not make money during the Spring Festival?

Money that we have to give up:

Online shopping mall "out of stock" actually evade explosion.

On the other hand, consumers want to buy the new year's products online, but they found that some of the goods that were priced attractive were in a state of shortage, while the customers were complaining constantly, and all the employees were acting as distribution workers.

This Spring Festival, online shopping businesses are very contradictory. It is hoped that various promotional activities before the festival can attract more customers' orders, and because the order is too much, the goods can not be released. Looking at the calendar days, I hope that the new year thirty will come early and burn the new year's customs.

Xiao Ling, a white collar worker, wants to buy a baby toy for his relatives to make a new year's gift. He can see the new promotional advertising of Fisher in shop No. 1, so he can't help choosing toys.

But after opening, I found that the baby exerciser is being promoted, but it has been sold out.

Not only is shop No. 1, but also there are hot products out of stock in online shopping centers such as Jingdong mall, Dangdang, Amazon and so on.

Take Amazon as an example, it has launched the slogan of zero profit promotion of 3C digital products, and pressed Jingdong mall and Dangdang network.

A hot Canon EOS 7D SLR camera costs about 2000 yuan less than the physical store, but the website page showed a shortage from the beginning of last month. Until yesterday, the product was still out of stock and could only accept the reservation.

The head of a comprehensive network sales platform believes that some online shopping malls attract customers to shop online shopping mall with promotional slogans, but there is a shortage of goods, which is largely a way of attracting customers.

"Pre 3C digital merchandise has no large-scale promotional activities, there are too many orders."

A person in charge of an e-commerce enterprise revealed to reporters that the rain and snow weather and the spring pportation have caused some impact on the distribution of goods. In order to ensure the delivery time of orders, we have to deal with the current explosion of the warehouse by reducing sales promotion efforts.

The new seven day appliance network CEO Zuo Yingjie also said that in view of the service ability and reputation of some enterprises, a number of goods under the shelves are also one of the countermeasures.

However, Zuo Ying Jie emphasizes that e-commerce platform is different from traditional retail channels, it is not only a sales platform, but also a platform for commodity promotion.

Some new products may not be ready before the online shopping mall put the product information online in advance to provide customers with information services.

Customers can browse the parameters of the merchandise on the web page to understand the simple function of the product.

This is where e-commerce platforms are different from traditional retail channels.

Insiders pointed out that if some commodities are selling goods for a long time, they will be suspected of fraud. However, if the online shopping mall displays "shortage" on the web page, it will do the duty of disclosure. There will be no dishonest promotion at the legal level.

No money earned.

"Limiting current" in shopping malls is meant to ensure high profits.

Not only online, but also in the real world, there are many businesses that can not be done in front of them.

Reporters recently visited a number of shopping malls in Beijing, and found that unlike the new world department stores and other popular fashion shopping malls to increase the intensity of the Spring Festival promotion efforts, many high-end brands in the peak hours of passenger traffic played a "limited current".

In the high-end shopping center in West Beijing, Financial Street shopping center reporter found that the flagship store of the mall is also the most crowded LV flagship store, which is limiting the flow. Many consumers are looking forward to it outside the mall.

In fact, current limiting measures are not uncommon for luxury brands.

Reporters have seen many times in Wangfujing Lotte Yintai department store GUCCI brand door to see the current limit notice.

Limiting the total number of customers entering the store means that the store will surely lose part of its sales performance.

The difference between the value and the selling price of luxury brand goods is very large. The operation of these "expensive" products will bring a lot of money to the brand.

One industry insider revealed that the price of luxury brands covers multiple "connotations": raw materials, processing costs, brand value, market public relations costs, flagship store operating costs and tariffs, and government tax rates.

"There is a limited number of customers who are shopping at the same time, and the current limit is to ensure the quality of the shoppers' shopping."

A luxury brand industry expert has come up with the mystery.

Luxury brands value consumers' shopping experience so much because the continuous upgrading of brand value is the foundation of their safety.

The chief executive of MontBlanc international, berlusz, said in an interview with reporters that if China's brand wants to become a world-famous high-end brand, it must constantly give its brand new cultural value.

In the industry view, an important way to enhance brand value is to enable consumers to enjoy higher levels of services while shopping.

Many luxury brands use restrictor when they have more passenger traffic, so that customers can enjoy more spacious shopping environment and get professional guidance from shopping guides, so that they can better understand the characteristics of products and finally get the psychological satisfaction of shopping.

Ouyang Kun, chief representative of the World Luxury Association's China Representative Office, though luxury goods are mostly expensive, domestic consumers buy luxury goods and value the sense of pride brought about by luxury brands.

Under such circumstances, the restrictor measures adopted by luxury brands at the peak of passenger flow make consumers feel the luxury brand's pursuit of soft links such as services.

In fact, apart from

"Dare not" earn money:

Supermarkets are careful to promote sales in order to avoid losses.

The supermarket is a small profit industry, according to a supermarket employee.

Consumers are also very happy with the promotion of supermarkets. Every morning, there are many queuing businesses waiting for business at the front of many supermarkets. Most of these consumers are mainly middle-aged and elderly. This kind of consumers are especially sensitive to the prices of fresh products such as vegetables, meat and eggs.

When sales promotion brings a large number of passenger flow, supermarket shopping safety also shows "red light" frequently.

Last September, a supermarket opened its first store in Beijing, opening 9 yuan / jin of wax gourd, 1.88 yuan / jin of northeast scattered rice, 5.99 yuan / kg of garlic, 0.99 yuan / kg of cucumber......

In the same day, the huge passenger attraction attracted a lot of confusion, and the quarrel caused by the problems such as checkout.

Some stores even caused casualties because of excessive sales.

During this year's new year's day, a store selling pork products in Shanghai, an old man suddenly died in the store when he bought meat.

After knowing that the old man was knocked down when he grabbed pork, he was unconscious on the spot.

Similar incidents continue to appear in newspapers, reflecting the problem of retailers' safety management.

It is a fact that retail enterprises are faced with hidden dangers during sales promotion, and security incidents caused by large-scale promotions are constantly reported in newspapers.

Industry insiders say that although sales promotion is a major means of profit for supermarkets, it is difficult to effectively control the large number of pedestrian supermarkets, and perfect security measures are very important.

It is suggested that the flow control strategy should be established in the promotion, such as effective queuing, numbering and limited entry.

If we can not solve the security links behind the promotion, then sales promotion will gradually become the "dare not make money" in supermarkets.