Cheap Weapon Is Removed From The Electricity Supplier How To Play "Double 11"

It didn't wait until November 11th zero.

It has already opened the prelude to the "double 11" war.

Wang Yulei, President of Tmall, expects that this year is the largest number of businesses in the past year. Up to now, Tmall has participated in 2.7 businesses and has been opening to international businesses for the first time.

On the other side, Jingdong mall has launched a large number of double 11 ads online and offline, which is not inferior to Ali in terms of sales promotion, and is competing with ALI with WeChat channel.

Ctrip also grabbed 15th anniversary major initiatives last week, and vip.com, automobile home and other areas of the electricity supplier did not show signs of weakness. They had been feeling the existence of double 11.

The war was chaotic and the scene was messy.

Reporters learned from authoritative sources, recently, SAIC convened Alibaba, Jingdong, suning.com, Ctrip and other 10 e-commerce enterprises to engage in interviews, mainly around how to "sales behavior management confusion" started, requiring "double eleven" to prohibit the lowest price publicity.

So, how can double 11 fight this war? What is the winner of the "double 11" war this year?

The latest war trade mark war took the lead

No one had thought that the first battle to win the double 11 war this year was "trademark war".

In October 30th, the Internet came out.

Holding "double eleven" trademark, we must restrict the Jingdong publishing the TV advertisements containing "double eleven" content.

BOE confirms that it is facing the problem of advertising.

Subsequently, the Jingdong through official micro-blog said, an electric business enterprise has issued a "circular letter", strongly worded that the major media should not release the promotional advertisement with the word "double eleven" for other e-commerce enterprises, based on the "double eleven" trademark in the hands of the electricity supplier.

According to the reporters' information, Alibaba has applied for registration of the trademark "double eleven" in November 2011, and the international classification number is 35. In addition, it has applied for and registered a series of commercial titles such as "double eleven" and "double eleven Carnival" in 38 categories, 41 categories and other related categories.

The announcement from the Internet shows that Tmall has accused a minority of "double eleven" advertisements, such as "blind" and "fake", so they take action.

But in fact, the tactical core of trademark war is marketing warfare.

At this point in time, Jingdong fully launched the "red envelopes" campaign on mobile terminals. Users can purchase 2 yuan to 1111 yuan in WeChat Q and Q mobile phone shopping.

Ali, with sina micro-blog as the traffic entry, combined micro-blog's most popular 1111 micro-blog big V to distribute double 11 red packets.

Ctrip has launched various special promotional products since the beginning of October, such as 0 yuan air tickets, 1 yuan tickets, cruise products, buy one get one and so on.

Mogujie.com, a shopping guide website, has prepared a coupon limit of 1 hundred million of the store value for users to log on to A pp home page.

As a result, the marketing cost of double 11 is also rising.

Peng Hailiang, director of e-commerce promotion at Shang pin home, said in an interview with reporters: "at present, traffic or marketing costs account for 10% of the goods, but in 2009 only 7%."

Supervision and management

Price is the key.

The situation of "first price rise and price reduction" will appear in the double 11 sales over the years, and this year is no exception.

Electric appliance sales merchants told reporters that several major platforms would require businesses to offer half price goods, but the profit margins of some categories, such as appliances, were very low, so they would raise prices at least one month in advance and then adjust prices.

"To see if there is any price adjustment, consumers can first add goods to the shopping cart in mid October and observe the price again.

Another way is to use two or even three items of package sales, which can also obscure prices.

Naturally, this phenomenon has attracted the attention of SAIC.

In October 31st, Alibaba, Jingdong, vip.com, suning.com, No. 1 store, Amazon mall, jumei.com, Ctrip, 58 city, and other 10 home appliances dealers were convened to meet the problems in the past promotion and take measures to prevent them.

The State Administration for Industry and Commerce has put forward that the time limit, method and rules of promotional activities must be publicize in advance, so as to investigate the qualification and identity information of promoters, sort out the prices of Internet products in the near future, and prevent operators from adopting fictitious discount promotions to deceive consumers.

At the same time, according to the summary of the SAIC, "double 11" consumers' rights and interests have been infringed, mainly due to some false discount and misleading consumers, and false propaganda and illegal advertisements. Some network operators use the words "the lowest price of the whole network", "the lowest price in history", "sales volume first" and "ranking number one" to violate the provisions of the advertising law.

However, Chen Yuwen, assistant chairman of YISHION group, told reporters that after several years of trial, the concern of the merchants to double 11 is no longer concentrated on a simple traffic or sales volume, and more is the application of big data.

"We need to understand consumer behavior and consumer decisions, such as what consumers make decisions, which will determine the direction and pricing of products this year.

After a year of precipitation of big data, our old customers can achieve an average turnover rate of 30%, and the turnover rate of big activities can reach 50%.

Preparation tactics

How can you play double 11 without selling the lowest price?

Tactics 1: Sea Amoy to draw new customers.

This year's double 11, Tmall international debut this year, double 11, become the focus of attention of domestic consumers.

Taobao overseas, speed express and so on are also participating in the "double 11" for the first time. It is also the first time that Alibaba has expanded the largest annual shopping Carnival to the world.

In addition, Amazon China announced that it has launched six overseas websites to direct mail to China, and consumers can enjoy a total of about 80000000 international selected products from Amazon, USA, Germany, Spain, France, Britain and Italy.

The No. 1 store has also been stationed in the Shanghai free trade area in December and has laid out cross-border electricity business. Its on-line "1 sea purchase" project has introduced the overseas high-quality goods into the country through the bonded import mode and the overseas direct mail mode.

Take Tmall and Costco supermarket as an example, Alibaba COO Zhang Yong told reporters that Costco and Chinese consumers through Tmall international direct paction, the intermediate links omitted greatly reduced the cost of both sides. At the same time, bonded storage mode can also save a certain cost of material flow.

Lin Wenbin, a senior analyst, believes that the upgrading of the consumption capacity of the "generation of aborigines" after the 1980s and 1990s has made their online shopping products gradually shifted from price and service to quality and brand, while Hai Tao meets the diverse needs of consumers from price to personalization, and has become a new driving force for online shopping growth.

Tactics 2: mobile payment promotes O2O process

Two years ago, when the "double 11" came to the forefront, many retail businesses, stores and department stores did not follow suit.

Last year's "double 11", Ali's online promotion was also boycotted by the traditional home stores such as the red star, such as Mei Kai Long, and there was obvious hostility and wrestling with the online businesses.

But by this year, more and more offline retailers have chosen to follow the trend.

Red Star Mei Kai Long relevant person in charge told reporters that on 8 and 9 November, Hongxing National Mall will carry out "classic home Tour" activities, and jointly launched ICBC online payment and mobile payment, accelerate the development of O 2O.

Take Ali as an example, the 317 stores of Yintai business, Wangfujing department store, Joy City, Guang Bai department store and other 28 department stores formally participated in the O shopping 2O carnival. The mobile Taobao joint Department store opened up the electronic full link of commodity, membership and payment, and realized the shopping route between Online and offline.

Peng Hailiang, director of e-commerce promotion, said that the rise of O2O was mainly due to the rapid growth of mobile terminals this year.

"Last year, the consumption of mobile end to shop is only 10%. In the short half year of this year, from Tmall mobile terminal to store account has increased to 30%-40%, online sales account for 50% of total sales, or even more."

Peng Hailiang believes that this breakthrough is mainly determined by the payment link under the online and offline channels.

"In the past, it was more difficult for O2O to take online pactions. Customers who came to the store would choose the traditional trading process, pay POS online, and not many people would return home to complete the paction with the computer, which would lead to the loss of passenger flow."