How Long Can You Play The "Low Price Promotion" Brand Electricity Supplier Artificial Shopping Festival?

As the June 18th draws near, it is important as the middle of the year.

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Tmall, Suning, Jingdong, Gome and other major electricity suppliers have long been grinding knife, and an electricity supplier war is about to break out.

Recently, Alibaba and Suning two giants joint statement will fit to create a fun "6. 18 Super Fans Carnival", to meet the major electricity suppliers.

Who will be the winner in the smoky scene? How long can we keep up with the "low price promotion" brand electricity supplier artificial Shopping Festival? How long is the vitality of artificial festivals? These are the problems that electric business players need to think ahead of time.

Prepare for war ahead of time.

The electricity supplier's annual big promotion of "6. 18" is coming, and as early as May, several big electricity providers have announced a high-profile announcement to start the "6. 18" Carnival promotion.

As early as May 18th, the Jingdong announced the launch of the "6 / 18 quality Carnival" for a month. Only a week later, in May 25th, Alibaba announced that it officially launched the "6. 18 Super Fans Carnival" and made a playful "6 18" in June 1st jointly with Suning. Similarly, in May 25th, Gome announced that the theme of this year's "6 18" event was "no speaking, only price comparison".

It is understood that Ali and Suning formally joined hands in October last year, and the "6. 18" mid year promotion will be another major training of the two giants after last year's "double 11".

So as early as May 23rd, suning.com convened a mobilization meeting to show that all categories of commodities should be vigorously promoted and offered "KO6. 18".

Hou Enlong, COO of Suning group, said: "the price of suning.com's" 6. 18 "period must be fully matched against competitors, and it must be lower than last year's" double 11 "price.

Ying Jing, President of Tmall Electric City, said that the "6. 18 Super Fans Carnival" jointly built by Tmall and Suning will be gathered in 3C digital products, especially consumers' favorite hot 100.

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In addition, we will focus on quality and service, and there will be a series of initiatives in rush service and after sales protection.

"We will achieve half a day in 12 main urban areas and achieve the next day in 100 cities."

Hou Enlong said: "Suning and Ali have completely opened up in the simple warehouse, matching and warehouse matching system, and put forward twelve rapid cities on the logistics collaboration."

The Jingdong's one month "6. 18" promotion has been officially unveiled in June 1st. It is reported that 209 large warehouses, 6 "Asian 1" intelligent logistics centers, as well as many pshipment warehouses, location warehouses and collaborative warehouses are all ready. In many cities such as Beijing, the multi storehouse cold storage will also provide fresh agricultural products delivery service during the event.

Gome online CEO Li Juntao revealed: "this year's" 6. 18 ", Gome will be active for 26 days, a week ahead of the Jingdong.

In addition to time, this year's Gome online activity is exactly the same as that of Jingdong. 3C, big appliances, supermarkets and other categories will be fully aligned with Jingdong at the same time.

The big electricity suppliers have already prepared their ammunition depots. What kind of fireworks will be launched in the middle of the year to promote "6? 18"?

Behind the scenes of artificial festivals

It is not hard to find that several big electricity providers' "6. 18" big promotion targets are Jingdong, because "6. 18" had previously belonged to the Jingdong's home, and now this artificial Shopping Festival has become the common battleground of the electricity supplier.

The fire of the artificial festival originated from the accidental success of Ali's "double 11" marketing.

The "double 11", which was born in 2009, is a marketing Festival created by Ali. Its marketing object is a group of cock and cheese singles. Although the "double 11" only participated in the promotion of 27 brands, sales volume has reached 52 million yuan. It is reported that the sales volume of merchants participating in the promotion business is much larger than that of ordinary stores on the same day, which makes Alibaba and businesses see great business opportunities.

After the impact of Ali's strong investment and marketing promotion, more and more consumers and businesses were involved in this event. Ali also made a lot of money from it. The sales of "double 11" increased year by year.

2015 was the seventh year of Tmall's "double 11", with a trading volume of 91 billion 217 million yuan on the same day, an increase of 76.4% over the 57 billion 100 million yuan in 2014, representing an increase of more than 1700% over the first 52 million years in 2009.

Jiang Ruxiang, an Internet strategist from China Mobile, explained the reasons for the electricity supplier's creation in an interview with the China business newspaper.

"The Internet is connected to the economy, and its business information and activities are disseminated through the media instead of the media. This way of spreading information means how businesses should attract consumers' attention and allow consumers to participate, creating a kind of time value.

The so-called "time value" is that at some point, if we emphasize its significance, people will adjust their behaviors based on these meanings, such as Qingming's ancestor worship, Spring Festival reunion, Qingming and Spring Festival.

In Jiang Ruxiang's view, Ali's "double 11" is aimed at unmarried single groups, and is also the largest group in the Internet bubble. Ali's "double 11" singles day is just the response and support of the most central group of netizens. Ali's "double 11" gives users the special meaning of buying things on singles day, and businesses are also willing to make use of this specificity to promote sales.

After the success of Ali's "double 11", the major e-commerce providers came out in succession, Suning's "8. 18", Jingdong's "6 18", Gome's "4 18", music's "9 19" and so on.

At that time Ali did not think "double 11" can be more popular every year. After Ali's "double 11" blaze, Suning, Jingdong and other electric providers also wanted to find a similar theme with a chance to move.

Zhao Zhenying, vice president of Beijing Qingqing Research Institute of information technology and National Engineering Laboratory of e-commerce trading technology, told reporters.

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Another phenomenon worth noticing is that the "artificial Shopping Festival", which was built by the big electricity suppliers alone at the beginning, has been joined by other electric business enterprises after gaining a greater influence.

In recent years, Jingdong, Gome, shop 1 and other electricity providers joined the "double 11" war, the upcoming upcoming "6. 18", although initially built by Jingdong, but Ali, Suning and Gome have already indicated that they joined the "6 18" big promotion.

"This is the principle of following suit in sales.

The major electricity suppliers join in the marketing of artificial festivals. In fact, they collect firewood and make them more attractive.

Zhao Zhenying analyzed.

Jiang Ruxiang believes that from the perspective of the future, there will be more and more artificial electricity festivals.

"The future electricity supplier is based on the commercial form of community and tribal business. Each group is formed in a group way. Each new combination will create its own holiday, just like the 56 ethnic groups in China, each nation has its own festivals."

Low price marketing needs urgent solution

Insiders say that the electricity supplier building Festival is a good way to enhance customer value, which can develop new users, wake up sleepy users, and save users.

Tmall has pioneered "double 11" so far, electricity supplier artificial Festival has gone through seven years, the biggest label in consumer image is actually low price.

In the industry view, the current electricity supplier artificial Festival has fallen into the bottleneck of low-cost marketing.

Jiang Ruxiang told reporters that artificial day has become a promotion Festival at present, because the main form of the electricity supplier is Alibaba, Suning, Jingdong and other platform electricity providers. On the platform, consumers search products through the theme. In order to occupy the initiative position in the search results, businesses are fighting price wars, forming so-called explosive products, and form the form of price war in festivals.

Zhao Zhenying told reporters: "in the electronic commerce environment, for the search based e-commerce, the profit has already been very low in the early days, and it is not very meaningful to play the low price again; from another level, now some so-called low prices are fraudulent in it, many are the first discount after the price increase; moreover, from the first" double 11 "to the present, consumer shopping behavior has become more and more rational.

The artificial section will gradually decay from the effect. If the artificial section does not have anything new after the low price marketing, the electricity supplier artificial Shopping Festival will disappear in 3~5 years.

Zhao Zhenying told reporters: "previous sales may say that resources are king and channels are king, but these concepts are outdated.

Now is the consumer is king, consumer groups and consumer behavior research is king.

But Jiang Ruxiang said: "the future sale of the Internet is the sale of time. In theory, the artificial day has just begun.

The electricity supplier artificial festival will give special significance to every minority holiday. There will be more and more artificial festivals. The significance of artificial festivals will be the cultural phenomenon created by the mobile Internet.

Of course, some strong artificial festivals will last for a long time, like Halloween, while others will disappear.

It is understood that the "cat. 6" 18 "will be the main fans of the economy," Hou Enlong and Yin Jing said, will invest 5 billion yuan resources to create a new IP for consumers, a consumer brand and channel business event, a fun "6 18".

In addition to linking with Suning, Tmall will also link up with ALI retail platform for the first time, Ali fish, Ali number entertainment, excellent earth group and global IP partners, so as to create a fan economy.

The "6. 18" of the cat's main fans' economy can make artificial day go out of the low price marketing mode and move towards another new life? It seems that time is needed for verification.