Double Eleven Electricity Suppliers Prepare Business More Rational

In the early autumn of winter, the chill is getting stronger.

From the annual "

"Electricity Carnival" has less than twenty days, the preparations for the major electricity suppliers are already in full swing.

From Ali, Jingdong, Gome and Suning platforms to Dongfeng Citroen, Inman, Haier,

And other brands, and then to the SF preferred, I buy nets and other vertical business players, and even the new generation of electric vehicles Tesla and Lenovo founder Liu Chuanzhi's "willow peach" chose to launch the big promotion activities on the day of double eleven.

Over the past four years, "double eleven" has always been dominated by Ali, and this year, with the entry of Tencent WeChat and Jingdong, this pattern will change.

"Last year, Tencent took advantage of WeChat and Yi Xun to take a small test.

This year, with Tencent WeChat's mobile payment and Jingdong strategic cooperation, plus the WeChat WeChat public number system opened to the O2O and micro business ecosystem of small and medium businesses, its artillery fire will become more intense, at the very least, it will form checks and balances against Ali.

A micro business practitioner emphasizes this.

Observers pointed out that along with ALI and Jingdong listing, "double eleven" sales performance or sprint a new peak, but can not be overlooked is that the rational turning point, including businesses and consumers cooling is approaching.

The turning point of cooling will be coming: the first tier will reduce the intensity of promotion.

As the protagonist of "double eleven", Ali announced in 2014 the "double eleven" strategy in early October: around the three main directions of "internationalization", "wireless" and "platform", Ali invested UCweb, Youku, micro-blog and so on.

It is rumoured that Ali's sales target of "double eleven" is 50 billion yuan this year, up from 35 billion yuan last year.

This year is the year when businessmen participate the most.

There are 27 thousand, and internationalization is the new feature of Ali.

Officials say it will enable domestic consumers to buy global goods, and consumers around the world can buy domestic goods.

In Chen Xu, vice president of SF, Ali seems to show the power to the world through the so-called "internationalization". On the one hand, it promotes marketing gimmicks, and on the one hand, it can enhance overall sales.

However, overseas countries are faced with different time differences. Under the difference of customs and culture, there is a mismatch between consumers' demand for commodities, specifications and performance of goods, and the supply of sellers.

In particular, there is a strict control over the quality of goods abroad. Some practices such as Bill cleaning, fake goods and service complaints will be enlarged abroad. This is a potential risk that Alibaba can not ignore.

"This year's" double eleven "will be the turning point of the electricity carnival.

Industry analysts pointed out that the double eleven, Ali and Jingdong slogans were loud and ferocious, but now Ali and Jingdong are the first tier providers of electric business, and their status as a whole has been fixed. After listing, they have certain restrictions on their financial results and so on, which will reduce their real low price promotion efforts.

The second tier companies, such as Suning, Gome and SF, are the big subsidies of real gold and silver, and their price reduction and logistics will show the greatest strength, because these players are in the critical period of taking advantage of the opportunity to seize the user.

In addition, from the industry level, the "double eleven" can not always show a rising trend. With the increasing rationality of users and businesses, and the promotion of various types of electricity providers such as 12, 618 and so on at ordinary times, the "double eleven" Carnival has been weakened.

Fresh products show the limelight: starting from Liu Tao to 100 million subsidy in SF

All along, household appliances, clothing and digital has always been a hot eleven category, including Dongfeng Citroen, Yin man, Haier and other brands are actively stockpiling goods for preparation, but fresh electric business has become a new focus of this year's "double eleven".

It is understood that the United States fresh fruit and vegetable brand Dole will participate in the double eleven activities for the first time, and Lenovo founder Liu Chuanzhi's Liu Tao also chose "double eleven" to start on Tmall.

At the same time, the sales promotion of Shun Feng's SF has also reached a new high.

Chen Xu disclosed that this year's double eleven, Shun Feng preferred to launch billions of subsidies, and joint HSF Hayes and the end of September, Shun Feng Leng Yun, a key link in the logistics of fresh electricity to break through.

It is reported that in this year's "double eleven", Tmall will also increase the proportion of fresh products.

This year's fresh electricity supplier is the most attention area in the electricity supplier industry. Its prospect is broad, but it is like a fortress that has not been conquered.

With the help of the "double eleven", we can encourage users to taste new products with low price, and ultimately cultivate user habits.

Ali and other platforms can also use "double eleven" to support fresh electricity providers at a low price. Once this fort is conquered, it will have a great boost to the future sales volume of each household.

Chen Xu emphasized so much.

Businesses are more rational: WeChat has become a new marketing channel.

For many brands, before "double eleven" is often a good opportunity to clear inventory and sprint annual sales.

Some brands' double eleven 'single day sales account for nearly half of the annual sales.

But such a good time has come to an end, and after so many years of low price discounts, businesses have become rational.

The brand new brand marketing director, rhino told Tencent Technology: "for TOP merchants, double eleven" single day sales began last year, accounting for less than 20% of the whole year, and this proportion will be lower this year. "

Before, many businesses prepared four or five billion for "double eleven", which only sold more than 100000000, resulting in a large backlog of goods.

In this year's "double eleven", more brands will not blindly pursue sales, and more will be reflected in brand communication and consumer interaction. For example, this year's "cloud conference" and new Nong's "we build farms together" are mainly aimed at enhancing brand and enhancing interaction with consumers.

Compared with last year, Tencent WeChat electric business and Jingdong's joint efforts, as well as the booming mobile electricity supplier will be the new weapon of marketing promotion for double eleven merchants this year.

"This year many platforms for WeChat and Jingdong are good for us. After all, one more choice and one more channel is always good."

The number of brand businesses has said that the influx of wireless terminals is good. According to the past "double eleven" situation, there is no shortage of sales volume. The pressure of this year's "double eleven" lies in whether it can fully operate new channels such as new media, so as to achieve a brand new upgrade.

They predict that WeChat's friends circle will be detonated in the "double eleven", because many promotional techniques will require users to play in WeChat's friends circle.

At present, Jingdong wireless terminal patting micro shop has been on-line.

From November 1st to November 12th this year, Jingdong will launch big and full category promotional activities in the official website (JD.com), mobile client, WeChat shopping and mobile QQ shopping platform.

It is worth mentioning that last year, Tmall's red packet fission greatly enhanced the "double eleven" Carnival fervor. This year WeChat and Jingdong will also join the big promotion.

In October 25th, Jingdong WeChat shopping and mobile phone QQ shopping officially launched the "billion dollar matching red pack" activity, with the power of WeChat red packets will stimulate users to participate in it.

What is particularly worth mentioning is that in the past "double eleven", the level of logistics is different, and the difficulty of safeguarding rights after sale makes consumer complaints remain high. This gives the self dominated business operators the opportunity to rob consumers.

During this year's "double eleven" period, Jingdong made use of its own logistics to boost its strength from its own products, and launched the "after sale home" to resolve the sequelae of logistics, while Suning and Gome were relying on offline stores to take the O2O strategy, lengthen the promotion time, pay attention to the warehouse logistics of the back-end, and shorten the time for the consumers to get the goods.

Take the Gome online for example, this year "double eleven" Gome online will be in the price, logistics, user experience and other aspects of the war, the time from October 28th, continues to November 12th, and the introduction of "time time".

At present, the "double eleven" electricity supplier war is entering the final preparations for the war, and all are in high spirits. Finally, it is a Carnival Carnival again, or increasingly weak, and see how the future will be specifically staged.