Internet Festivals Become New Selling Points Of Internet Marketing

Last month's "singles day", the network

Electricity providers rush to "double two"

Taobao is still the most powerful e-commerce website in holiday marketing.

The main feature of Taobao's "double two" is to let the goods run earlier.

This year, for the first time, the new year food area was established.

It is reported that Taobao organized a total of 1000 kinds of new year food, worth more than 100 million yuan.

As of noon on the day of double 12, Taobao's grain and oil, candy and dry goods and other goods sold more than 42 million yuan.

Another electricity supplier Dangdang network is also eager to win.

In fact, since the beginning of the November Dangdang shop celebrates, many of its actions are consistent with Taobao, and its significance is intriguing.

For example, singles day, car delivery and so on.

And from December 12th to December 16th, QQ online shopping also launched a "199 to 300" all station profit making promotion.

Courier companies benefit a lot.

E-commerce providers have launched online shopping banquet, which also brings pressure to the major delivery companies responsible for delivery.

The manager of rhyme express Fuzhou branch, in order to deal with double 12 online shopping, has held meetings several days in advance, and has made some emergency plans.

Last time, double eleven also broke out.

Manager Wang predicted that the rhymes to Fuzhou were 8000 -9000 pieces, and the 11 Express Express reached more than 16000 pieces per day. This time, the peak is expected to reach 17000 or even more.

In response to the peak of the "double two", headquarters set up contingency plans ahead of schedule and set up the "double two" leadership office.

The relevant person in charge of China Express said that the company will cooperate with all efforts to complete the promotional activities of the Taobao sale, cooperate with the Transit Department to clear the warehouse in time, do not stay in express mail, and ensure the quality of delivery.

Yu general manager of Fuzhou STO also said that compared with last year's explosion, there was no large-scale explosion at the end of this year.

Group buying network takes the opportunity to show good network business

Recently, group buying websites have been "living" not very well, and many group buying websites are facing closure.

Yesterday, reporters found that, taking advantage of this "double 12", many large domestic group buying websites have also entered Taobao shop, and "full net", "24 coupons", "Tuan Hao net", "Luo Ji Group", "sesame group" and "better life network" have been logged in to Taobao to launch their most attractive food and entertainment products and entertainment products.

According to the staff of Taobao, these service providers will remain in Taobao online after the end of the campaign.

This will provide a new platform for group buying websites that are increasingly difficult to survive, and provide new trading patterns and new gameplay.

There are still some false discounts in the promotion of the drama.

Some netizens broke the news that Taobao's "half off promotions" were suspected of price fraud. Some of the commodities in the "nationwide mad rush" activities were first priced up and then discounted, or suspected of price fraud.

Netizens "I am 1 little birds" posting, said the Taobao network.

"I am the 1 little bird", and then gave the example of vehicle charging. "It had always been sold for 35 yuan, and it started to rise to 68 yuan in December, and then hit 50 percent off to 34 yuan when it was double 12, while the same products on Taobao were priced at 20 yuan."

Finally, "I am 1 little birds" remind users to pay attention: if you buy "double 12" products, you must search the price of the same products in Taobao, if it is really cheap to buy it again.

Internet Congestion

Some netizens found that some of Taobao's activities started earlier, leading to a network blockage in the early stage of activity.

In the "100 to 100" campaign, many "blood brothers" complained that they had not been able to login to recharge the page.

In this regard, Taobao explained that this is due to too many participants in the activity caused by the network congestion.

Some businesses and consumers are "a little tired".

According to the survey conducted by China wide, 42% of the 240 netizens surveyed chose not to participate, only 56 chose to take part in it, and 35% thought it would be okay if they did not participate.

A netizen message said that after the "singles day of the century", there was "aesthetic fatigue" for this promotion.

Those who refused to take part in Taobao's double 12 promotions were not only buyers, but also some well-known sellers did not take part in the event, such as Han Du Yi house.

Last night, CEO Zhao Yingguang of Han Du Yi said that he did not take part in the double 12 promotion of Taobao when he accepted the news interview.

Can't afford to shop for generators.

"Double 12" activities, the volume of pactions per minute is amazing, but if this time suddenly suffered power cuts, it would be a tragic event. But such a small probability incident also let Shanghai sellers "Chen Chen makeup" met.

Less than 24 hours after the start of the activity, the office area where the seller is located is outage.

In order to participate in the activities normally, the shopkeeper found two diesel generators and 2 barrels of diesel oil, and also helped to generate electricity at a high price of 2000 yuan daily.

It is understood that the "double 12", the top 20 Taobao's home textile businesses have all prepared generators.

Taobao or holiday marketing dilemma

Zong Ning, an e-commerce observer of easy view network

Promotion of this kind of stuff, which has been common in many times, is the magic weapon of entity merchants.

The appearance of Amoy brand has already made the whole system of Taobao appear materialized, and Taobao's current strategy is basically to make the Amoy brand and other brand business mall as the future flagship.

As a result, the price advantage has been greatly lost, so we have to study the physical mall and start selling discount.

With the severe form of the electricity supplier and the characteristics of the electricity supplier, the traditional festivals are not enough, so everyone began to make their own festivals.

The success of the two 11 big projects is effective. Consumers are satisfied with the consumption psychology, but it is hard to predict how long it will last.

The effect of big promotion actually ended up kidnapping the participants in the electricity industry. After all, playing stimulants every day to ensure that their excitement is not a long-term measure, and the result is that everyone is tired.

Consumers are also tired, merchants are also tired, and sales are becoming cyclical, with the increase in sales promotion, with no promotion and plain.

The real economy should prepare well.

Zhu Pengyi, associate professor, School of economics, Fujian Normal University

After the success of the century singles day, Taobao has become associated with numbers.

Many online merchants are marketing from the perspective of numbers. They are positive from the commercial point of view. They use business dates or numbers to do business associations. As long as there is no exaggeration or false behavior, these business practices are in line with market rules.

However, at present, some shopping banquet launched by the Internet business also exposes short boards such as courier warehouse, Internet paralysis, and some commercial frauds.

At present, the new online shopping has already replaced the traditional entity shop format to become the mainstream trend of people shopping. The turnover of some network operators even surpassed that of the general large entity stores.

Despite the fact that online shopping has revealed problems such as shoddy, inconsistent physical objects and propaganda.

The traditional business format should first pay more attention to brand building, especially increasing the proportion of high-grade commodities in brand goods, and establishing its own brand effect.

Secondly, traditional entity businesses should seize the opportunity to carry out network marketing to the established fixed customer groups.

In addition, the establishment of a "consumer community", such as car Association, focuses on building a good public image and enabling consumers to promote consumption in the process of interaction, such as the "car club mode" in the automotive industry, which is not done by many Internet businesses.

Consumers need to calm down e-commerce promotion

Beijing Morning Post commentator

Xiao Yu, a friend, complained that the holidays were mercilessly commercialized, but this did not prevent her from russing shopping enthusiasm, even in some "created" festivals.

Near the end of the year, in addition to all kinds of promotions in shopping malls and supermarkets, the electricity suppliers are more aggressive.

As prices rise, price sensitive groups begin to spread from low-income earners to white-collar workers. There is already a price advantage online shopping, coupled with a bombardment of sales promotion, which is easy to form a festive atmosphere.

Although discount sales are a very happy thing, the experience of "double eleven" also shows that it is still important to remain calm.

Behavioral economist Dan Ereli has proved that "free" things often cost you more.

In order to take advantage of the promotion, consumers sometimes lose money and invest a lot of time, energy and even money. Under impulse, they buy many products that are not needed.

And the most important thing is never to trust businessmen's slogan "unprecedented, only one day!"

Businessmen will not "squeeze the last drop of blood" because of a somewhat far fetched "double two", because soon after Christmas, new year's day and Spring Festival are waiting for them to start a festival storm. E-commerce has become an important battleground for festival consumption. It can be predicted that holiday shopping promotion will also become a norm.