Entity Retailers Alliance To Counter Double 11

The lotus lotus business and the "China Shopping Festival" jointly launched by the Chinese retail business portal, Lianshang network, Yintai business, Tianhong shopping mall, Ginza, Jia Jia Yue, BBK business, Wuxing electric appliance, Hong Kong Sanbao, Wei Ke group, children's king, Le Cheng supermarket and other famous retail entities jointly launched the double 11 high-profile start, 136 entities retail enterprises, and more than 16491 entities shop for the first time.

In November 11th, the family merchants, people, people and people were happy to step up with the retailers, and the joint venture network announced the LOGO list of many entities with lower price than the electricity supplier. Some of the entities also exposed hundreds of millions of dollars in sales of "high score report card".

　　 Sleep in the store and wait for the wee hours Rush to buy

Compared with the "chopper party" waiting for rush to buy in front of the computer, this year consumers are enthusiastic about the rush to buy physical retail stores. Due to Yintai business, Tianhong shopping malls, Ginza, Jia Jia Yue, step by step 136 entity retail enterprises, more than 16491 entities launched the "China Shopping Festival" big promotion in double 11, so low prices have attracted many consumers from online shops to physical stores.

"We have been promoting for several consecutive days, but some special low priced items will start selling in the early hours of November 11th. We usually close at about 10 p.m., but our business hours in November 10th will be over 2 a.m. in November 11th." BBK market department responsible person Ni told reporters.

In order to rush to buy super low priced goods in the first 11 hours, many consumers began to "wait" at BBK stores on the 10 night, and most of them slept directly in stores.

In addition to "cross zero" crazy rob, there are still waiting to open the door. 11 early in the morning, intime department store, Jia Jia Yue, children's king, Lok Cheng supermarket and other industries reflect that the 11 day has not yet opened shop, a large number of consumers began to wait in line.

On the morning of 11, the children's king in Yintai City, west of Hangzhou, had nearly 1 hours away from the shop, and the parents with children at the gate had been lined up. "The Chinese Shopping Festival" was full of atmosphere. Every day, there was a "China Shopping Festival" posters on the ground, and a slogan of "100 major commodities low to half off" was played, and there were cash coupons and three times shopping points. The king's shop opened for only an hour, and the cashier was unable to stop. In addition, the Pacific department store also launched a 89 yuan cash sale on the occasion of double 11, buying 100 yuan annual holiday booking coupons, 100 yuan cash coupons, and 188 yuan reduction 100 yuan.

Compared with "zero crossing" and "open door", the highest level of marketing is the highest level. On the day before the double 11, as the preheating, the Yintai grand parade opened the veil, and the mascot of the Yintai system transformed to the VIP center of Yintai Wulin general store. It is noteworthy that Yintai commercial group CEO Chen Xiao (micro-blog) east was also incarnated as one of the "little monsters" before the grand tour, and on the 1.1 kilometer long road, there was a great inbound Carnival in Hangzhou.

　　 Entity shop price comparison Online retailers

"Consumers vote with their feet. The reason why people buy online is because they are low priced. If a store can do the same price or even lower prices, consumers will of course be willing to shop." Mr. Chang, senior member of Lian Shang network, analyzed.

Reporters learned in the interview that the above entity stores are selling well in double 11, and the most fundamental thing is that these entities strive to lower the price of the same kind of goods than the electricity supplier. Jia Jia Yue, BBK, Yintai business, China Datong China and other physical retailers deliberately sell some hot products cheaper than Tmall and Taobao.

Through the random selection of entities participating in the "China Shopping Festival", the joint venture network selects 5 consumer products from four categories, including food, daily chemical, clothing and 3C. Compared with the promotion of the double 11 electricity supplier, the electricity supplier is not necessarily the "double 11 lowest price". Compared with the goods, the electricity supplier has about 70% of the commodity price higher than the entity retailer price.

Take the Datong supermarket in Hua Di as an example, a Dali garden food price is 2.2 yuan, the Tmall price is 3.9 yuan, a Danish cookie in the supermarket price is 49 yuan, and 1 shop price is 68 yuan; 1.25 liters Hengda ice spring supermarket price is 2.4 yuan, 1 shop is 8.5 yuan; 500 milliliter tea price supermarket price is 2.5 yuan, Jingdong is 2.5 yuan; a swahl travel suit supermarket price is the collection yuan, Tmall price is the yuan yuan; a May flower paper supermarket price is the yuan, and Tmall price is yuan yuan.

There must be consumers at low prices! The store has gained a lot in double 11.

BBK, which has been promoted for 5 days, shows a total sales of 570 million yuan on the 11 day in the evening of 11, a significant increase of 300% over the same period last year. "Our supermarkets and department stores have become the double winners of this year's physical retail sales, with an astonishing sales growth and a sharp increase in passenger traffic during the promotion period." Yang Chao, director of marketing department of BBK supermarket.

that Physical store How to achieve low price? Why is it difficult to compete with the electricity supplier on weekdays?

"Physical stores need to bear human resources, rent, utilities and so on. Therefore, the cost of goods is high, and the price of goods is higher than that of electricity suppliers on weekdays. But in order to make a big difference in double 11, therefore, those who participate in the Chinese Shopping Festival mostly sell or sell their products to the lowest price, or even the electricity supplier can not get such a low price. But this is not normal. Retail must return to the essence of business. We should compete in different areas and survive in their respective fields. Senior retail expert Ding Haozhou analyzed.