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Two And Two Taobao Launched New Ways To Make Consumers "Anti Customers".

2012/12/12 12:17:00 24

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2012 has become a real business promotion middle age, from the beginning of the year to the double price war and then to the double eleven. With the pace of two to twelve, the electricity supplier still cling to the limited opportunities at the end of the year and continue to increase sales promotion efforts, adding a thick ink to the victories of the year, so as to pave the way for the coming year.

double eleven is the same as double eleven, but it is also a special field for Ali. But the double eleven participating businesses are mainly based on Tmall platform, while Taobao is the activity of Taobao. According to Taobao data, Taobao has already attracted the participation of hundreds of thousands of small and medium-sized sellers. The number of registered sellers and goods has reached 618 thousand and 5 million 730 thousand respectively, and 1 million 770 thousand items have been added to the "1212" (shopping cart or favorites) by consumers.

Taobao said that this year's "nationwide mad rush" promotion campaign was launched by tens of thousands of Taobao customers from outside the station.

Through Taobao daily special price system registration examination and approval, the display time is 5 days.

5 enrolment entries are set up: Women's boutique, damp men's fashion shop, home life street, gourmet shopping mall, and freaky mom kindergarten.

in order to add two dozen gimmicks, Ali also imitated Watsons's "Catch Me" mobile phone to capture the butterfly's virtual application, and consumers can get millions of red packets and merchant coupons by catching butterflies.

From the participation of merchants, the guarantee of traffic introduction and the gimmick of attracting consumers, they are ready to warm up for the second two, so as to increase the interest of consumers in the interest of two.

Taobao double two new play consumers "anti customer oriented"

Less than P, more than a dozen media outlets became news headlines with "Taobao selling various kinds of wounding devices accused of breaking the law" and various notices for consumers to buy. Once again, they exposed the problems caused by Taobao's commodity specification gap, and cast a shadow on Taobao before the arrival of the second two.

More than a year, more than a year of price war, consumers are also physically and mentally fatigued. With a round of promotions, the quality of goods is not always true, the original price is high, the discount is low, and the logistics is slow, which has dragged the back leg of P activities.

it is understood that during the double 20 period, Taobao sellers need to choose their own products to participate in the registration of the major themes provided by the activities of the 2nd and 2nd events. From the five thematic themes of "manhood" and "beauty", including the "mother I love" theme, the mother entry entry, and the "a collection order" and "cold play sexy" http://www.91se91.com/news/index_f.asp href= > http://www.91se91.com/news/index_f.asp > Fashion Women's clothing > /a entry, from clothing to furniture to animation, etc., as many as 240 labels.

the double sales promotion activities, Taobao's innovative mode of consumer participation has become a major highlight.

It is understood that in the "double two", consumers will change a single commodity selection operation, but instead of customer oriented, the whole process of activities is the first leading element of the consumer's wishes, consumers' collection, sharing, purchase and other acts will directly affect the display location of goods on the page.

In this way, the phenomenon of consumers being deceived in sales promotion activities can be reduced. Consumers can directly understand the real situation of commodities through the purchase evaluation and the details of commodities and the communication with merchants, so as to change consumers' shopping habits, thereby reducing unnecessary consumer losses and improving consumers' purchase experience.

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In the traditional sad mode, the promotional discounts, pricing and sellers, buyers and activities thresholds of the activities are unified by the platform, and businesses and consumers are only passive participants. The Taobao will also take the lead in the hands of consumers. Insiders believe that after many price wars, consumers are being slow to respond to price promotions and other activities because of unfair treatment of consumers in activities. This will also directly affect the influence of activities and the sales volume and user volume of the platform. The platform can only restore the user experience to relieve the current situation of consumer fatigue. "P"

"P" > strong > Jingdong, Suning and other siege, a new round of price war is about to be unveiled "/strong > /p >

Dangdang network CEO < a href= "http://www.91se91.com/pioneer/" > Li Guoqing < /a > has always thought that the Chinese electricity supplier industry will end up with only three platform companies. As the only one already secure business giant Alibaba, naturally become the object of the remaining enterprises competing to imitate and compete.

In particular, Jingdong, suning.com and Yi Xun, such as those unwilling to lag behind, have joined in the war. From the Jingdong's "double member care day" to suning.com's "0 yuan purchase for millions of goods," and then to Yi Xun, "two hundred and twenty percent of the century, the whole network is 0 profit".

according to Tencent insiders, its electronic business platform, pat Network and QQ mall, organized one thousand brand merchants to launch annual sales activities in the second quarter in from December 6th to 8th as early as the second two years of the year. The whole venue was 50 percent off caps, hoping to catch up with the sales target of 500 million yuan by focusing on firepower in Taobao.

According to the insiders, all sales promotion at the end of this year will be the main means for the business enterprise to sprint the annual revenue. According to the understanding, the 20 billion target set by suning.com early this year is only about half finished.

in addition, as a rising star, Tencent's investment in the electricity supplier is obvious to all, especially its Yi Xun net, from commodity price to express logistics, on the one hand, it is stepping up the pace to keep up with Jingdong and suning.com, and on the other hand, it is also striving for greater market share by improving user experience.

it is noteworthy that Jingdong, Suning and other themes all take "love" as the theme, reflecting the concern and upgrading of user experience. Jingdong has also introduced beauty and clothing to let consumers score and enjoy the experience of beauty couriers.

The industry believes that, rather than double eleven is the continuation of the double, it is better to say that the second is for the annual price war upgrade war - experience war, from the price to fight service, reflects the electricity supplier industry's competition mode is becoming more mature, the future enterprise in service and experience will become the focus of development.

conclusion:

according to the data released by the research center of China's < a href= "http://www.91se91.com/news/index_c.asp" > e-commerce > /a, in the third quarter of 2012, the complaint center received 23156 complaints from the national e-commerce users involved in e-commerce, compared with the 1612 reduction in the third quarter of 2011, a decrease of 6.51% compared to the same period last year, compared with 1926 reduction in the second quarter of 2012 and a decrease of 7.65% over the same period.

Online shopping accounts for 4.3% of the total e-commerce complaints, ranking first in the list, 5.

among them, Taobao (including Tmall, Taobao market), suning.com, Coba shopping network, Gome online store, Dangdang, Amazon China, easy fast net, reassurance shoe net, No. 1 store, Tencent electricity supplier became "Q3 ten big online shopping hotspots in 2012".

this industry believes that due to the frequent price war this year, the number of complaints has been increasing. With the gradual improvement of the order system, delivery speed, logistics distribution and after sales service, the number of complaints will continue to decrease, and the shopping experience of users will be improved.

With the electricity supplier entering 2013, the price war will still be the main competition means, but the promotion of service will enable enterprises to compete in strength in the price war.