Sober Thinking Behind The Promotion Of E-Commerce

1 days, 213 million Internet users, 19 billion 100 million yuan Alipay turnover, Tmall + Taobao "singles day" record is enough to make all offline retail businesses pale.

However, behind the frenzy, the price of the electric business for Chinese consumers is a sum from or will aggravate China.

The company bid farewell to healthy gross profit, thereby affecting the entire electricity supplier structure.

Singles Day is not a traditional holiday, but a joke from young people on November 11th.

In 2009, Ali group's Taobao mall jointly organized 27 stores, and for the first time organized a promotional event under the name of singles day, with a turnover of more than 50 million yuan per day.

Since then, Ali group has launched activities in this name every year. Its single day turnover has also soared from 50 million yuan in November 11, 2009 to 936 million yuan in 2010 and 3 billion 360 million yuan in 2011. This year's Singles Day has set a new record of 19 billion 100 million yuan.

Betting on "singles day" is not only a group of Ali group, suning.com, Gome online shopping mall, Jingdong, shopping mall, Amazon and Dangdang, 80% electricity suppliers all entered the war this year.

According to suning.com executive vice president

Introduction, through a series of promotional activities, in November 11th, suning.com's whole day orders exceeded 1 million 500 thousand orders. In November 9th -11 days, the cumulative amount of orders was nearly 3 million in three days, and the sales volume increased by more than 20 times over the same period.

On the surface, it is a huge increase in sales, but in fact, it is not a good thing for the electricity suppliers themselves to participate in the war. It makes the original smooth sales curve artificially produce a crest, so that the business of warehousing, logistics, customer service and other links will encounter bottlenecks.

More importantly, the "low light" low price promotion has further encouraged the Chinese consumers to buy only the bad habit of shopping, dragging the Chinese electricity supplier companies away from the healthy gross profit.

However, in the face of fierce competition in the electricity supplier, no one is willing to give up the campaign voluntarily.

Judging from the current record, Ali group is the biggest winner. According to Tmall rules, businesses in Tmall need to deduct the cost according to the proportion of sales in real time. It is reported that the percentage of the Commission is 3%-5%.

According to this calculation, the paction volume of 13 billion 200 million yuan will help Tmall account for about 400 million yuan -6.6 billion yuan.

In addition, Tmall will also charge advertising fees to businesses.

According to a businessman, each user who clicks and successfully buys from Tmall's home advertising location needs to pay Tmall $30-50 yuan in traffic advertising costs.

Tmall's achievement is undoubtedly coveted by other electric providers.

Min Juanqing, deputy director general of suning.com market management center, thinks that in terms of gross profit, platform enterprises do not matter. The meat of the cut merchants is used to demonstrate to the independent B2C and offline retail enterprises.

But the platform business also has its own shortcomings. How to effectively supervise the business and ensure the timely delivery of logistics are all difficult problems.

This year's "singles day" online shopping war began soon, some netizens reflected that there was a discount online shop.

At the same time, a huge amount of online shopping generated in one day has caused some express companies to appear "burst warehouse" phenomenon.

These are the advantages of B2C enterprises such as suning.com and Jingdong mall.

From this year

Looking at it, the bargaining power and financial strength of businesses are crucial.

And when the low price becomes habit, the gross profit of the electricity supplier is aggravated, and whether the unlisted electricity supplier who is losing money and lacking money has strength to fight the battle after that, it is quite worrying.

There is no financial strength, fewer commodity categories or gradually eliminated.