Shoes And Clothing Merchants Online Promotion Passive: Wangjing East Tmall Stagger Time

Since October 10th, Jingdong mall has launched a month long "

"Promotional activities, while Tmall's traditional double eleven promotions have also opened up momentum ahead, and the most painful thing is the promotion of merchants, because they have to face the pain of" two choices ".

Today, Jingdong mall claimed that some businesses had to withdraw from the "Desert Storm" sales promotion because of the threat of Taobao. The brand involved Jordan and sing Qi.

Shoes, north polar fabrics, you Dao, EBG, OSDY, Bosideng, Giordano, etc.

Jingdong mall also disclosed part of the internal mail, the above exit business said in the mail, because "Tmall mall activities restrictions (Tmall asked businessmen to participate in other eleven platform activities before the promotion of large sales activities)", so the request to cancel the desert storm activities.

Moreover, the north polar brand said in its mail that Tmall was "forced to withdraw from Jingdong activities", otherwise it would ban all shops on Taobao and Tmall.

"Our brand has to avoid its edge in order to preserve the overall interests of the merchants, and sincerely wish to withdraw from this promotion."

Facing the public accusations of Jingdong mall, Yan Qiao, head of Tmall's public relations department, responded to micro-blog's "pure rumor". He said Tmall was really preparing for the double eleven shopping carnival, but respected the choice of merchants.

"For what kind of activities we take part in, we believe that businessmen themselves have a clear judgement than anyone else. We can not do this business for anyone, no one can.

"Yan Qiao also said that the list of eleven double Carnival merchants has been generated," the list is screened out by the system through rules, which is not something anyone can change at will.

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Businessmen tell difficulties: they have to consider the volume.

According to a telephone recordings disclosed by Jingdong, several companies who quit their activities told their difficulties.

The first is the pressure from sales performance. For example, the clothing brand red beans, which originally came out of the Jingdong, has only about 200000 sales in the first month, and can achieve about 1300000 monthly sales performance after six months. But the expectation for Taobao double eleven is 50 million yuan.

Another businessman, who did not want to be named, said that its total volume in Taobao was 3 hundred million, while that in Jingdong was only 2 million yuan. "We have hundreds of shops on Taobao, and we rely on this to make a living. It is difficult for us to explain.

"Therefore, under the balance of advantages and disadvantages, they choose to abandon Jingdong promotional activities," we are also very passive.

Next is the pressure of stocking.

Red beans related high-level said that it has already set up 40 million yuan for Tmall double eleven promotion, if this time can not participate in Tmall's activity, the loss will be very big.

Another year, Tmall double eleven sales scale reached 20 million yuan merchants, this year's plan is 20 million yuan, and more importantly, these activities have been sold in Tmall, can not choose to stop.

Although most of the merchants were accepting Jingdong queries, they expressed their anger and helplessness towards Tmall's behavior, but they all explicitly said they would not participate in the "Desert Storm" activity, but they could participate in the promotion activities of single brand and single store.

"We are stuck in the middle."

"Our businessmen will talk about Tmall and Jingdong at the same time. We hope they are like Pepsi Cola and Coca-Cola. They are the two giants that can exist together.

"Red bean related high-level said.

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He also admitted that red beans could be in.

In terms of doing so, double eleven helped a lot.

"Can Jingdong be stagger in promoting sales? In fact, there is a promotional vacuum between double eleven and two dozen, between the two and the Spring Festival. Tmall and Jingdong have no conflict in promotions, and businesses can equally allocate resources.

At present, the dispute between Jingdong and Tmall is similar to that of traditional department stores, but usually it is the first year of competition, but it can exist in second or third years.

The above red bean executives revealed that there had been a case of merchants boycotting the "coercion side" under the line, but eventually they were unable to succeed because of their heart failure.

The usual solution to disputes under the above line is to be settled by the government organization and the industrial and Commercial Association.

These exit businesses believe that the current promotion of e-commerce platform is very "irrational", and hope that relevant departments can intervene.