Two Or Two Of Them Are At The End Of The Battle.

In 2013, the Alibaba did not announce the specific paction volume of the so-called "double two grand ceremony". It only summed up the "200 million sellers to complete the paction", and changed the habit of sales success or failure.

In this regard, there are comments that, from the past million Taobao sellers pursued the "year-end ceremony", until now Ali official strongly understated "aftermath" sales data, the two are slowly changing their role.

In fact, from last year, this holiday which belongs to Taobao's small and medium sellers is occupied by Tmall's overwhelming sales promotion advertisements.

The industry has spread that two dozen of them have become an important channel for Tmall merchants to clear inventory.

As we all know, the "double eleven" that has just passed is a golden period for Tmall online sellers to boost sales and rush to the end of the year.

In order to meet the "double eleven", some big sellers will start concentrating in two or three months ahead of schedule.

The reason is that Ali officials have requested the sellers to enter the double 10 main venue, and no one wants to be rejected.

However, it is worth noting that from Ali official to Tmall sellers are too optimistic about sales, so that some of the seller's stock is far higher than the actual sales volume.

Take last year's double eleven, at that time, it was rumoured that the official sales forecast was between 450-500 billion, and many brands were sold according to the sales scale.

As a result, it can be imagined that only 35 billion of the target was completed on that day, and the goods that could not be sold on schedule were stored in the warehouse, which made the sellers miserable.

In fact, this year's situation is no exception.

"Many of the products of the two dozen are actually the products that can't be sold at the time of" double eleven ".

A Tmall seller admitted that double eleven hours, many electronic business enterprises stocked too much, and sold all in the "double two" volume.

Another interviewee's experience confirmed what the seller said.

This year due to too optimistic about the first two eleven after the listing of Ali, Tmall women's shop owner Huang Kai stock 20 million, compared with the same period last year increased by 30%, but unfortunately sales did not rise or fall, double eleven ended, he left 7 million worth of merchandise inventory.

Such a large inventory caused Huang Kai's cash flow problems. When chatting, he was full of annoyance.

Nowadays, there is only one way to go before Huang Kai, increasing the advertising of Tmall stores, and putting them together.

Despite the fact that the high advertising input has left almost no gross margin of these stocks, Huang Kai thinks that after the second 12 months, the volume of traffic will be stable, and it will not be able to solve the urgent problem of current capital.

"Besides, everyone is clearing up stocks, and I can only rush my head," he added.

In fact, two and two get together.

In the past two years, there has been a growing trend.

The person in charge of the electricity supplier of a well-known company in Xiamen admitted to me that although the "double two sales promotion" is already at the end of the battle, the promotional effect in the past two years is not as good as a year, but as a sales channel for inventory and tail cargo, it is more appropriate.

The person in charge explained to me that the eleven and Ali officials were very tight, and the quality requirements for the brand goods were relatively high, but the standard of the two dozen was much lower.

"Now with two to go inventory is the way many brands are going."

In his view, at present, the major brands are "

"Colleagues are willing to work together at this time, hoping to submit a satisfactory annual report.

In fact, looking at the two-year sales promotion in the past two years, on the one hand,

Small and medium-sized sellers complain that the flow rate has dropped significantly. On the other hand, this festival belongs to Taobao's small and medium-sized sellers. It has added "clearance room" and "brand ceremony" to Tmall's big sellers.

In my view, such a behavior of "favouring others" is partly what Ali official intends to do.

Every year, the company promotes eleven times, and Ali always calls on Tmall merchants to participate. It can not reach the predetermined sales targets, and brands will inevitably be unhappy because of backlog.

Using two or two to digest inventory can give the latter an account.

From this point of view, the "double two" has become a Tmall seller to inventory carnival.