Are There Any Remaining Cards In The Store?

2015 Tmall double 11 global carnival is coming to an end, trading volume of 91 billion 217 million yuan.

The excitement of this carnival that broke the 8 Guinness world records and defined the theme of globalization seems to be still in the air.

Just after the zero hour, Ali CEO Zhang Yong revealed publicly that Alibaba will plan another holiday, "Taobao New Year Festival", which is beyond 11.

After the double 11, the new year's festival will start in mid January 2016.

Local products go to the city and foreign products go to the countryside.

Full coverage of urban and rural markets.

Retailers know that for all retail businesses, the biggest hope of the year lies in this traditional Chinese festival, the most celebrated holiday.

Under normal circumstances, in medium-sized cities and small cities, 12 months a year, the sales of stores in the twelfth month of the twelfth month are expected to reach 3 months in the whole year. This is the peak of the festival's climax in the retail industry.

Especially those who operate in plain stores, the chance of carp turning over is betting on the sales date of Spring Festival New Year products.

More than 10 years ago, the boss of a retail enterprise and I talked about the promotion of the Spring Festival. I once said, "spend money in the Spring Festival to promote sales!" but now, this fat meat is being eyed.

The last exclusive territory of the entity retailing industry is also being seen to be involved.

In the past, it has been a long selling period for the solid stores to earn money, and Tmall has met with relentless challenges.

It seems very helpless.

The last remaining part of the retail industry should be shared with others.

We still went back to the double eleven carnival that we just passed.

"Double 11" has been going on for 7 years, will it make consumers feel fatigued? Of course, this is a problem, but the reality that the physical store has to face is: for countless consumers, double eleven has been upgraded to a family fun party, and the status of the entity store is shaking in Tmall's holiday.

There were entertainment media. Feng Xiaogang's 2015 double eleven evening party appeared on the night of 30 stars. Her fans totaled 400 million! 400 million fans, accounting for nearly 1/3 of the national population.

What did Ma Yun get? He got the target customers, but the target customers were not these ordinary fans, but businessmen.

Business is the death squad for Ali.

So our first question is solved.

Ali and all electronic business platform magic weapon, artifact is the business.

Yes, it's a supplier.

It's brand name.

Play business, physical store is familiar with, is the old ancestor.

However, in the face of the failure of the electricity supplier.

Why? One is the threshold, the two is the mentality of cooperation, or business philosophy. In short, in the face of the electricity supplier, the physical store has played its own way.

Ali dares to sprint the Spring Festival New Year market, dare to move your physical shop looks like the "cheese", because you have spotted the high threshold that is difficult to cross over to suppliers.

Today, it has become a barrier to your own.

Prepare for it! Develop your fragile little nerve quickly. You can't stop the Spring Festival New Year market.

。

You can only watch and have another nightmare of online consumer Carnival in front of you, "the magic of the crowd!" the second magic weapon of double eleven provoking Carnival Carnival is

To guide and standardize the price war of market competition.

"It's raining today. I thought it would block up until 89 o'clock."

Ms. sun, the Zhengzhou citizen, lamented that due to work reasons, she often went to work at 6 o'clock after work, and it was more than 1 hours on the road.

It was only half an hour before I left home yesterday.

There is only a couple, Miss Peng at the time of nearly 8 points passing by the famous blocking Huayuan Road and agricultural road, also found that the vehicle is obviously much less than usual.

"It really feels like a festival." double 11 "lethality" is too strong.

Ms. Peng sighed.

"This is a very crowded place at the usual time. The old car is not much today. I feel like going back to the party to see the party in the new year."

Ms. sun, a citizen of Zhengzhou, sighs.

(from November 11th Dahe Dahe network)

This is the performance of the citizens on the eleven day.

If the physical store is still numb with this reaction, what will happen to the Spring Festival?

Although the price of a physical store is not too high, there are still two questions to consider: the first is why the price offered by the supplier is higher than that of the electronic business platform. Where is the reason for this finding? And the second is the reasonable gross margin of the physical store.

These two questions have figured out that the integration of commodity prices with e-commerce is no problem.

Remember, no matter how many objective reasons you have about cost, the price double track system.

Will not deny, will only make the electricity supplier further invasion.

Just past consumer carnival, brand and seller's fierce battle "double eleven", a large number of brand agents, sellers in order to retain users, retain shares, stay on the platform, can only bite the bullet to "Carnival".

They know that it is very difficult to make money in double eleven. They can only lose money and make a war cry, so as to keep their share and consumers.

I believe that during the Spring Festival Spring Festival sales period, these brands and sellers will continue to cater to the platform arrangement, cater to consumers' desire for price, and create new "Carnival".

Because, on the strong Ali platform, they have no second way to go before consumers who are eager for low price carnival.

What I want to say is that the era of making money in the Chinese shop during the Spring Festival will no longer exist. If we keep on dreaming in the past and pursue huge profits and unwilling to make any marketing investment, more customers will never return to Tmall Taobao.

Taobao's original intention is to let all sellers directly face consumers, reduce intermediate links, and benefit consumers.

This may be a good idea, and until last night, Ma had also been saying that Ali helped China's economy, "I hope to become a small engine to stimulate, awaken and lead China's domestic demand", and the government is also very helpful to Ali.

But Taobao did not think that it would bring opposition to manufacturers and manufacturers' own channels, so they had to compete fiercely for survival.

For this entity, there are two cards in existence: suppliers, profit distribution.

How to fight, when to fight, all in their own grasp.

By the way.

Today is China's the 1th day of the tenth month of the Chinese lunar calendar traditional folk Ghost Festival.

It's just two months since the Chinese people considered buying new year products.

Ali's "New Year Carnival" plan is also implemented for two months.

Count it down, 60 days.