Double 12, The Electricity Supplier To Find A Breakthrough

This year's double 12 electricity supplier is "plain".

Double 11 just passed, double 12 followed.

Reporters found that although many of the electricity supplier's web page has appeared double 12 activity page introduction, but there is no like last year as a big advertising and publicity.

"Low price", "promotion", "preferential"...

Reporters noted that this year's participation in the double 12 of the electricity supplier's promotional words are very conventional, such as Taobao and Taobao mobile phones, a series of goods on the "12. 12" label, some commodities have posted a double 12 day's preferential price, other parts of the goods will be double 12 price tag question, to attract consumers' attention.

Jingdong's double 12 activities were launched from December 1st to December 9th respectively.

Health, luxury, clothing shoes, home furnishing and other large-scale sales promotion, from December 10th to 12, carnival for 3 days.

In the meantime, self run merchandise consumption was reduced by 400 yuan to 80 yuan; Dangdang launched the "old-fashioned" activities such as 0 yuan purchase, over value spike, 1 yuan postage, magic turntable and so on; Suning "double 12" launched 1 billion 500 million red envelopes nationwide robbery, 5 million pieces of goods to buy two pay one, tens of millions of brand coupons free of charge, zero money treasure to pay for grabbing 4999 yuan red envelopes and other activities.

Amazon, gifted purchase and other websites have not yet released dual 12 promotional information.

More than half price is the same as double 11.

Price is always a topic of promotion.

By contrast, the reporter found that a couple of 12 businesses only keep the price of double 11, such as a washing machine on the Jingdong, which sells for 1099 yuan at double 11, and its price is still 1099 yuan, and the price of the double 12 period is 1099 yuan.

For the promotion price of various electricity providers, many consumers show little attraction, and even more than half of consumers say that double 12 will no longer go online shopping.

Many netizens share their findings on the Internet. A netizen said he saw Taobao's shopping cart first up and down. "A product of 249 yuan added to the shopping cart has risen to 799 yuan in half an hour, and the word" double 12 price: 2? 9 yuan "has appeared below the price, too.

The netizen said, at the same time, advise other users to pay attention to the price.

"No matter how cheap 12 pairs are, I don't think I have anything to buy. Double 11 buys a little bit more and needs to be robbed without any need. I really don't want to buy it."

Miss Zhang, who works in the vicinity of Sihui, said she and her friends had been buying all night in pairs 11. They were not feeling much about their upcoming double 12, and felt that they were not busy this year.

Seek innovation, play differences, Taobao advocate "life service"

Reporters access to information found that this year's major electricity providers launched

Compared with previous years, it seemed too "plain".

For example, in 2012, when Taobao launched a "price reduction" campaign, buyers and sellers could agree on the price, while Jingdong launched the "beauty delivery group" service in the same year, sending customers to the customers with smart luxury cars and the delivery staff of Jingdong. In 2013, Taobao launched the "sweep code purchase", and Yi Xun network launched the "one day, three delivery" service; all kinds of tricks were hard to see in this year.

Although there are not enough consumers to attract consumers in the price and promotion patterns this year, Taobao has launched some life services as the initiator of double 12.

"As the largest mobile consumer life platform in the world, mobile phone Taobao has more than 80 million active users per day."

On Wednesday's Taobao mobile strategy conference, Taobao President Zhang Jianfeng said that on mobile Taobao, consumers can not only find the exact products they need, but also enjoy more than 10 thousand kinds of life services.

It is reported that during the "double 12" period, Taobao will change the original commodity category "shelf type" search mode, according to the needs of different groups of people, divided nearly 200 shopping scenes, and strive to provide one-stop life solutions.

During the from December 1st to 12th, consumers could open the box to find treasure through mobile phone Taobao, get general traffic packets, and 50 thousand fresh foods such as ginseng, imperial crab, Gastrodia elata and so on. On Taobao and mobile phone Taobao, there will be more than 2000 independent personality designer brands and more than 4000 world-class factory direct suppliers; 500 real estate will also launch 40 thousand sets of housing resources with the Taobao real estate channel, and consumers can save 3 down payment directly online.

Not only that, Lin Chiling and Oscar will also appear in the double 12 Taobao auction channel.

In a word, Taobao's double 12 this year will focus on the introduction of various "life services", such as buying houses online, seeking legal advisory services, finding people to do laundry, learning Lan Xiang excavator technology and so on, so that consumers can enjoy it on Taobao.

Analysis

The simple price war has been unable to excet consumers.

"What is the difference between double 12 and double 11? We hope that double 12 is a process of discovering and experiencing life."

For the characteristics of double 12, Zhang Jianfeng said at the above conference concluding speech.

The industry believes that this year's double 12 electricity supplier is behaved more "simple", one is related to the recent double 11, most consumers' purchasing power and desire have been overdrawn, so "double 12" is difficult to reproduce the "double 11" grand occasion; two is because the former two years electricity supplier in double 12 desperately play tricks, the effect is very small, so this year's electricity supplier to double 12 is just holding a lively mentality.

In addition, the electricity supplier's price war has lasted for many years, even in many consumers' eyes, it has even become a regular activity. Therefore, it is difficult for consumers to get excited again after double 11, just by price war and gimmick.

Taobao and other electric providers are offering new and interesting services that are close to people's daily life, and closer to consumers.

Not a few

People say that the so-called life service is actually a service to every aspect of people's lives. "Like a door-to-door laundry service, although listening to no red envelopes and beauty delivery, it's what I need most. It's not fancy but real!" some consumers said that although all kinds of promotional activities were dazzling, intimate services were never boring.