Why Does The Entity Store React Coldly To The "Double 11" Promotion?

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Xiaobian network to introduce to you is Haikou entity shop on the "double 11" reaction indifference, electricity suppliers grab new ideas.

In November, this month without major festivals has great expectations for "chopped hands".

There is still a week away from the annual online shopping carnival. The electricity suppliers have already started to fight for it and have launched a discount treasure to compete for buyers.

Compared to the rising online promotional activities, Haikou's physical shopping malls are not so excited.

In addition to some brand launched seasonal discounts, there is a rare "double eleven" brand crowding into the sales force.

According to the insiders, the electricity supplier is destined to be the winner of the "double eleven".

Electricity suppliers grab new ideas to get tangible benefits

Click on the major online shopping platforms, and the sales promotion activities are flashing before the eyes.

Tmall is the first to take the lead. In addition to launching "11.11" special stores, boutique coupons, red envelopes and other promotions, this year, it also launched a new offer of "charging Tmall dollars for 1111 yuan red packets", "winning 100 million cash red packets", and "winning the brand by winning the red envelope".

According to Tmall's introduction, this year's "double eleven" Tmall also launched three major bright spot shopping online carnivals, including the global buying and selling of global brands; the collection of the world's top 500 enterprises in the double 11 period and Tmall brand interaction; more volume customization, so that consumers enjoy the wholesale price of the line.

With double 11 approaching, Tmall will make another big move.

In this year's double 11 day, Tmall phased purchase will launch the "11 phase 0 fee" phased service.

This means that consumers can not only buy the discount products at zero down payment, but the bills on the same day can also be spent over a year without any fees.

Tmall installment business is developed by ant micro loan (original Ali small loan) combined with Tmall. It calculates the amount of "purchase by installment" according to the consumer's consumption data of real names, and users can make "credit" consumption.

At present, there are 3, 6 and 9 stages in the staging of Tmall staging, and the 3 phase is zero.

Compared with other commodity categories that can be purchased by other stages, double 11 days, the commodities supported by the "11 phase 0 fee" will focus on Tmall Electronics City and home accessories, including Haier, TCL, Midea, PHILPS, Braun and other domestic and foreign almost all front-line household appliances brands, as well as many digital 3C brands, iphone6 such "fried chicken" is indispensable.

In addition, Jingdong pushed the "flash buying" brand 95% off, "1111" technology tide digital 50 percent off; Amazon played the "11.11" philosophy, the computer field full 3000 sent 100, office supplies half off, and so on; jumei.com threw 100 million yuan red packets at 10:00 every day.

Shop promotion cold and cheerless

Compared with the booming online sales promotion and hundreds of millions of red packets award, the offline shop looks a lot more dignified.

Recently, the Business Daily reporters visited many shopping malls in Haikou, but rarely about the "double eleven" preferential activities.

In Haikou Dongfang shopping center, from cosmetics to clothes, shoes and hats, only a few brands are doing promotional activities.

Reporters interviewed that these discounts are mostly over season or old sales promotion.

About the "double eleven" shop whether to offer a discount, a women's clothing shopping guide said, did not receive relevant notice, will not promote sales.

In the Friendship Square, Pearl Plaza and other reporters also see that promotions are rare, even if the promotion is also between 7 and 20 percent off, and no mention of "double eleven".

For the cool attitude of the entity store holding up the hot online shopping festival, Shi Guoshan, a personage of Hainan Friendship Commercial Plaza, said that the sales of online stores and physical stores belong to two modes. Online stores mostly win buyers at low prices, while many stores make consumers by service and shopping experience.

To say "double eleven" is destined to be a big winner in the online store. At this node, the real stores do not match up with the electricity supplier, especially the clothing category, unable to compete with the online store during the "double eleven" period.

For the physical store, the required nodes are very strong. The "double eleven" node is not suitable for the physical store to do the corresponding activities.

Industry and Commerce: promotion should not reduce the quality of products.

It is understood that in October 31st, SAIC held an executive guidance meeting on Internet marketing promotion, summoning 10 electric business providers to understand the preparation of "double 11" promotion activities, and put forward requirements for the organization and implementation of online promotional activities.

SAIC reminded everyone at the conference

Enterprises, "double 11" must guard against the first price increase and then reduce the price, make fictitious preferential promotions, deceive consumers, strictly prohibit the sale of goods that are prohibited by the state, and not reduce the quality of products because of promotions.

In addition, the SAIC believes that when the distribution is not timely, we should explain to consumers and ensure that the "7 days no reason to return" and other legal provisions have been effectively implemented.

In attending the interview of the electricity supplier, Ali previously said that the seller was required during the "double 11" period, the price of goods after 50 percent off should be lower than the recent 30 days of the price (excluding digital and household appliances category).

Regarding the issue of distribution, Alibaba official said that in the early days, it had communicated with the major express companies, real-time monitoring of the merchandise pportation process, remained pparent and smooth in distribution, and avoided the problem of parcel delay due to the "double 11".

On the other hand, the company's internal management is strict and there will be no price reduction after the price rises first.