Inventory Of 2013 E-Commerce Promotion Strategy

< p > 2013, the last business promotion Festival "double two" has come to a close.

Looking back, compared with the "double eleven" national online shopping fever, the "double two" appears to be much more deserted, which is embodied in: first, the seller side of the platform, in addition to the more active Taobao in the Ali department, the other business platform basically has only sporadic activities to prove its sense of existence, and the buyer side has the influence of "double eleven" consumption overdraft and the electricity supplier making too frequent, the marginal effect of sales promotion is dropping suddenly, and so on. More consumers are more interested in participating in the interactive games launched by the related platform businesses than their buying and selling goods.

In addition, the attention of various media to the "double two" has also dropped significantly.

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< p > look at the electricity supplier war in 2013. In addition to the "double eleven" annual carnival, the heat is much lower than last year. The annual sales promotion of "8.15" and "Jingdong annual celebration" 6.18 are much quieter than that of the same period last year.

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< p > in 2013, the sharp shift between the "cold" of a href= "http://www.91se91.com/" > price war < /a > and 2012 "hot" was due to the rapid turn of the deep business ecology.

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The core goal of the electricity business community in P > 2012 is "enclosure".

Reflected in the Ma Yun, Liu Qiangdong, Ma Huateng and other representatives of the electricity providers lions, such as Wang Jianlin and other traditional retail channels, "bloody snatch", the core mode is to rely on capital as backing, price war as a weapon, by sacrificing profits to grab traffic, so as to guide and restructure people's consumption habits; on the other hand, in the process of lions eating sheep, the lions between the electricity suppliers are engaged in the enclosure movement for grabbing larger territories. For example, last year's Jingdong, in the industry's top three e-commerce tickets war, launched a wave of aggressive price wars within the electricity supplier lion group, and finally made itself take a more active position in the electricity business card battle. On the one hand

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< p > no matter it is "enclosure" or "enclosure", the lions of electric providers are basically active in the price war, but on the other hand, consumers who are accustomed to the offline consumption are also in a frenzy of inflow under the temptation of online prices. In the face of the reconstruction and pformation of the Chinese lifestyle, all the media are equally concerned and reported.

In the above three aspects of joint building, the price war in 2012 can be described as "constant heat wave".

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At P end of 2012, after the seven male hegemony price war < a href= "http://www.91se91.com/news/index_q.asp" > blood collection < /a >, after the enclosure movement, the electricity supplier industry pattern was initially determined: on the one hand, Ali led the way, Jingdong occupied a more favorable position, Tencent department and Suning Department catch up with the mess, other platform electricity suppliers followed by running, while vip.com and other sub platform businesses were based on the characteristic operation and deep tillage in related sub fields.

On the other hand, after a year of ideological baptism, the consumption of electricity providers has gradually become the preferred way of life for many Chinese people. In other words, the electricity supplier's guidance and reconstruction of user consumption patterns have been basically completed in the mainstream young consumer groups, and the rest is waiting for time to assist in restructuring.

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< p > after the lion eating sheep in 2012, the importance of price war has dropped sharply for mainstream e-commerce platform providers in 2013.

Therefore, we can see that in 2013, the protagonist of the initiative to launch price war is not the mainstream platform business such as Ali and Jingdong, but Dangdang and other marginal platform providers, with the intention of subverting the existing industry structure and seeking breakthroughs.

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< p > in addition, the aesthetic fatigue of public opinion and consumer price war has also led to the diminishing marginal effect of price war, which has led to the cooling of the price war in 2013.

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< p > 2013, behind the cold war of the overall price war, it is the hot turn of the electronic business platform providers, which is very evident in the big business people.

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< p > in the face of this year's "double eleven", Tmall's online shopping volume has set an astonishing 35 billion 19 million yuan, and Ma Yun's response is "no concern for figures".

Some people may think that Ma Yun is just hypocritical, but I think this is Ma Yun's mind.

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< p >, under the pressure of the death of the traditional electricity supplier mode, the turnover data of 35 billion 19 million yuan is not what Ma Yun is most concerned about.

What he is most concerned about is pformation - the mobile and social pformation of Ali's electric business.

It is for this reason that Ma Yun, who has rarely appeared, has been excited about the platform of "coming and going" for a long time. The goal is to challenge WeChat's electricity supplier mode.

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< p > is precisely the strategic goal of pformation. We noticed a detail: when the "double two" came, Ali's leading role in Taobao, in order to attract users to pform to the mobile platform, unexpectedly dropped 36 million yuan to buy all the lottery tickets of the "double two" lottery on the same day, as a red envelope to consumers, but the premise is that lottery tickets can only be collected from Taobao mobile clients.

From this point of view, "double two" has become the marketing window of Ali's pformation of electronic commerce.

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< p > Liu Qiangdong is also busy on the way of < a href= "http://www.91se91.com/news/index_s.asp" > pformation < /a >.

After a good location in the initial stage of the electricity supplier layout, the strategy of "recuperation" was set up at the beginning of the year, and then the electricity business entered the "rest waiting" period. Liu Qiangdong shifted the focus of his work to the two new business development of Jingdong's finance and data, so as to promote Jingdong pformation.

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< p > Zhang Jindong made a bold Internet pformation in Suning in 2013. Ma Huateng of the Tencent Department promoted the business of its electricity supplier to seek the opportunity of turning overtaking on the road with the help of WeChat.

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< p >, it can be seen that in 2013, the electricity supplier and the Jiangnan Lake showed the trend of Alibaba, and the price war of other electricity providers was calm, but under the iceberg there was a restructured turn around in the play.

The big play, which is likely to be involved in another war in 2014, may be the eve of the war.

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