Traditional Retail Block To Block "Double Eleven"

In October 17th, the retail platform alliance business network and Yintai business, BBK, five star electrical appliances and other retail enterprises launched the lotus lotus action. The more than 150 traditional retail businesses participating in the event will conduct a double eleven promotion in their more than 5000 stores, trying to set off a carnival under the line, attracting consumers who clenched the mouse to the physical store.

Alibaba Tmall Last year, the turnover of "double eleven" reached 35 billion, which is equivalent to a year's performance of many traditional retail enterprises. Retailers understand that the craziness of the day has benefited from tempting prices. So they claimed that the heavy weapons of the event were also low. Jing Xing, vice president of five star electrical appliances, said that apart from coupons and door-to-door service in physical stores, "ensure that consumers get the same price from the online store".

According to statistics, the total sales volume of the 72 retail enterprises in the first half of the year increased by only 2.48%, while the net profit of the 60% retail enterprises was negative. At the same time, the main retail enterprises closed 158 stores in the country. In addition to economic weakness, the diversion of electricity providers is also the main reason for the loss of physical stores. In fact, the passive, wait-and-see retailers did not really realize that they could not sit on the "double eleven" until last year. At that time, retailers such as BBK and Wangfujing offered high discounts.

But these initiatives are decentralized actions of retail businesses in different regions. The "double eleven" promotion is the first time for offline stores to scale and cooperate. Wang Tian, chairman of BBK, said that last year's embrace was too small, but sales were still three times that of the same period. business Participation. "The goal of BBK is to achieve at least 5 times the usual sales volume on the day of double eleven," he said.

However, according to the reporter's observation, this is known as. Retail in China The biggest activity in history is mainly the help of enterprises in the holiday promotion of e-commerce, and they still fight against each other in practice. As for the content of participation in the joint agreement, it is mainly reflected in the unity of ideas and ideas. The success of Tmall's "double eleven" lies not only in its low price, but also in its own marketing strategy, the shopping atmosphere of the media created by the media and the early preparation of the business itself.

It is understood that Tmall began preparations half a year ago, and many Amoy brands began developing marketing plans a year ago. "The warm-up period of this activity is less than a month, and the preparation time has already been raised first. And how to let consumers know about activities and how to cooperate with brand suppliers is also an urgent problem for physical retailers, "said Wu Ziheng, a retail industry observer.