Tmall Plays 400 Million Plan Savage Survival Rule

Less than P, mid year sales promotion, B2C electricity supplier must initiate price war at a fixed price. The industry is short for "electricity price": price war at the appointed time.

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< p > despite the annual price of electricity supplier, it is different this year.

Last year, about "price" members were mainly Jingdong, Suning and Gome. This year, Tmall and van guest were added.

In June 6th, Tmall vice president Wang Yulei (flower name Qiao Feng) told an interview with our reporter that if last year's real sales promotion, the two business wars in June and August would not become farce.

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Less than P, Tmall was seen as "smart" last year without participating in the promotion.

Because last year, "first raise the price and then lower the price" was widely criticized by netizens.

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< p > June 6th, Tmall announced the "400 million yuan subsidy" plan, 200 million subsidized consumers, the specific form is red envelopes; 200 million, subsidized businesses, as long as businesses ensure that "quality and cheap service is good", we can get part of the subsidy.

Wang Yulei said that this is based on two considerations, one is to let consumers get real benefits, not to be fooled; the two is to allow businesses to cut meat less, subsidized by Tmall.

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< p > for a while, four times of smoke.

In addition to Tmall, Jingdong, fan, Suning, Gome, Yi Xun, Amazon China, shop No. 1 and other B2C businesses have launched their mid year promotion plan recently, which aims to get a share in the marketing banquet of "mid year promotion".

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Who will become the winner of consumers, businesses and platforms? Or will the farce of "full of saliva and chicken feather" last year continue? < /p > p

< p > < strong > fun 400 million plan < /strong > < /p >

< p > June 6th at 11 noon, Tmall official micro-blog released "the most frequent cash red envelopes in history, you dare to turn me to dare": in 48 hours, every time the net people turn to micro-blog, the amount of red envelopes in the promotion of Tmall in the middle of the year will increase by 100 yuan, with a low limit of 200 million yuan, and more than 200 million yuan.

As of 4:00 p.m., about 25000 people participated in the pmission, that is, the red envelopes pool has 2 million 500 thousand yuan.

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< p > according to the Tmall plan, in from June 13th to 16th, Tmall held the activities of "cutting red envelopes and cutting golden pigs" on the front page. The amount of red envelopes ranged from 5 yuan to 1000 yuan, and 1000 yuan per golden pig, directly into Alipay, which could purchase all goods except virtual goods.

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< p > compared with other platform activities, the discount coupons have different conditions, Tmall red packets use "zero threshold" and can be superimposed, that is, a commodity can use multiple red packets, and can also be split, that is, a red envelope can buy multiple products.

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< p > Wang Yulei said: "it is equivalent to hitting the cash in your Alipay, not the traditional coupons, coupons."

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< p > in addition to the above activities, in June 17th, Tmall fashion department store held 50 percent off packages of postal activities; on the 18 day, the digital home appliance channel held a quota full return to the red envelope; on the 19 day, the home decoration "a target=" _blank "href=" http://www.91se91.com/ "> the textile < /a > the channel carried 3 to 50 percent off post mail activities; 20, the book channel held 9.9 yuan postage activities; 21, the health products channel held 50 percent off packet mail activities; 26 days, held a target=" _blank "href=" target= "> dress > clearance > 2 to 2 mail campaign.

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In June, after the end of mid year promotion, P will start similar activities on the "air travel channel" in July.

Wang Yulei said, "this will ensure a pleasant surprise every day."

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< p > 200 million yuan to merchant subsidy will subsidize those "good quality, cheap and good service" businesses: only if they meet the standards set by Tmall platform, will they have the chance to get subsidies.

Wang Yulei said, "rules are all implemented by Tmall backstage, who can get subsidies, no one can control them."

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< p > instead of reducing the price, the sellers themselves choose.

The purpose of the 200 million yuan subsidy scheme is to encourage businessmen to have better price advantages to consumers and get subsidies.

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< p > < strong > barbaric survival rule < /strong > /p >

< p > June 18th is the birthday of Jingdong, and June is the month of celebration of Jingdong. Jingdong has big moves every month this month.

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< p > from June 4th to 6th, Jingdong mall promotes 3C products. The price of 3C products of Jingdong mall will be reduced to five. In from June 7th to 9th, personal care make-up, a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" and other products will be sold at a price of half off; in from June 10th to 16th, appliances such as household appliances, mobile phones and furniture can be promoted through the distribution of coupons and cash return.

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< p > Jingdong also launched the "Lao Liu special" activity, during which many low quality products will be launched.

Take mobile phones as an example, some brands' 4 core, large screen and high pixel smartphones cost 618 yuan, and mobile phone accessories 6.18 yuan.

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In the early morning of June 1st P, Ying Ying Chun, senior vice president of Jingdong mall, condemned Tmall to force merchants to choose two (between Tmall and Jingdong mall).

In this regard, Wang Yulei said that businesses have their own judgement and choice, no one can decide and can not make decisions.

"They are all in the service business, and we also want to see that merchants can make the best choice". < /p >

< p > June 4th, Tencent's Yi soon network announced the blockade of Jingdong. From June 8th 30 -6, the company launched the "price report" activity, that is, during the period, consumers can compare the products of Yi Xun and Jingdong with the same products. If they find that the price is higher than that of Jingdong, they can initiate a report.

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< p > June 6th, Gu Sibin CMO, an interview with the media, said: "the gap between Yi soon and Jingdong is only time."

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"P >" fan guest "also participated in price war for the first time.

According to the plan, customer promotion is divided into four stages: June 5th -6 days, VANCL's own brand is full 200 minus 40; June 7th -16, special sale; June 17th -24 full 200 return to 200 yuan coupons; June 25th -30 day, special sale.

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< p > since Jingdong released the news of "big promotion" in June, suning.com, Dangdang, Yi Xun, Amazon China, No. 1 store and Gome online are also following up. However, netizens are jokingly called "the six big schools to besieged the bright top". They stay at the copycat show level, and the benefits to consumers are not yet clear.

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< p > in addition, the electricity supplier began to show signs of alliance.

In June 5th, Gome online and Tmall mall jointly announced that the two sides have formally reached strategic cooperation. Gome online has introduced the core appliances category resources to Tmall in the form of official flagship stores, and Tmall mall has provided resources support for Gome online.

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Since the "P" price has been cut, false prices have been cut (after the first price rises), false marketing (only a small amount of promotional products, attracting consumers' attention, and activities announcing the short notice). Such behavior has been questioned by netizens as an irresponsible "savage commercial war".

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< p > Wang Yulei appealed to consumers, consumers are not used for consumption, suppliers should not be "cannon fodder", Tmall real gold and silver 200 million, is to let consumers get real benefits.

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