Promotion Is Still The Killer Marketing Of The "51" Retail Industry.

During the May 1st period this year, online retailers have added more scenes to the competition.

In May 1st, from the Municipal Commerce Commission, the 60 business service enterprises that were monitored by the Municipal Commerce Commission during the May 1st period accumulated 2 billion 400 million yuan in three days, an increase of 7.2% over the same period last year.

Profit promotion is still the attraction of retail enterprises.

The main means of eyeball, but in the price of competition, traditional retail stores and online business enterprises pay more attention to the quality demand of consumers, and the scene experience when shopping.

Promotion is still a killer.

Act as

In the first half of the year, enterprises such as Oteri J, shopping center, Shang Chao Department store and so on were still paying attention to "51" promotion.

According to the data of the Municipal Commission of Commerce, the retail sales of Oteri J, Chait Oteri J and other enterprises increased by more than 20% during the "May 1" holiday period. The retail sales of Wuming group, 7-11, incredibly home and Jin Yuan new Lufthansa MALL increased by 10% over the same period last year.

The City Commerce Commission said that the traditional retail entities mainly focus on the consumption needs of spring and summer clothing, tourism supplies, home building materials and other promotional activities.

For example, the double safety shopping center has launched seasonal clothing and household products to reduce the total number of tickets.

The Wumart supermarket held the "red May" event and launched over 500 kinds of 50 percent off people's livelihood products.

Unexpectedly, the family started the theme of "five and the" theme 15% off.

Electronic business enterprises also offer big promotion measures.

Such as Jingdong mall launched "51 day travel", Jingdong home decoration Festival and other activities, vehicle products, outdoor products, household appliances and other multi commodity sales of large concessions, home furnishing products to buy 4 free 1.

Gome online launched the theme of "low price, fire 51" promotional activities, the entire household appliances thousand reduction, some kitchen utensils two pieces 50 percent off, kitchen appliances with full reduction.

Suning.com carried out the promotion of "benefit to the may one", the price of millions of goods was reduced in advance, and the tablet computer was 100% down.

Catering enterprises mainly focus on the introduction of new dishes around the summer season, among which the summer food and specialty dishes launched by the time honored enterprises are welcomed by consumers.

Such as Qu Yuan Restaurant launched small fried lotus root buds, firewood and dried sweet food and other early summer food; Tongchun garden launched a product of hoof flower, broken rice chicken and other special dishes; Tonghe launched the appetizers hawthorn, sweet scented osmanthus plum soup and other summer drinks; Ma Kai restaurant launched the Yellow Gong pepper bubble bullfrog, small fried head.

Take Ma Kai restaurant as an example, data show that during the May 1 period, the business turnover increased by 8.7% over the same period last year.

In addition, influenced by the increase of temperature and the increase of foreign tourists, popular chain fast food enterprises are also favored by consumers.

For example, catering enterprises such as sipping, feeding and Yonghe King, business income increased more than 10% during the holiday period.

Stimulate new consumption demand

This year's "May 1" consumer market is still booming and active, but it can also be noted that online shopping has become a daily shopping mode, as well as the theme promotion activities launched by a number of e-commerce enterprises in March and April.

In this context, whether traditional entity retailers or online business enterprises need to deal with consumers' shopping fatigue through innovative means, and stimulate new user needs.

Every May is the peak season for sales of home appliances and home decoration industry. Differentiated marketing has become one of the ways to stimulate new consumer demand by retail enterprises.

WAL-MART said that during the May 1 year, WAL-MART increased differentiated marketing and launched more exclusive offers to meet customers' needs during the May 1 holiday, such as outing, seasonal finishing and purchase of electrical appliances.

According to sales data in recent years, WAL-MART noted that with the improvement of consumers' living standards, high-end appliances are becoming more and more popular.

Therefore, WAL-MART has expanded the proportion of high-end products this year.

Take the air conditioning, fans and other products entering the peak selling season as an example, WAL-MART has launched a variety of high-end inverter technology air conditioners and fans, and has made great efforts to promote sales, including buying and selling, brand discount, direct price reduction and so on. It is estimated that the sales of air conditioners and fans will increase by 15% over the same period last year.

In addition to the two major traditional "51" consumer hot areas of home furnishings and home appliances, the related fields of clothing, food and housing have also attracted much attention. Multi category comprehensive promotion is the focus of this year's business enterprises.

It is understood that Jingdong mall launched "51 day travel" large-scale promotions during this year's "51" period, including mobile phone category big card to 50 percent off, game equipment 50 percent off grab, digital products Carnival purchase, clothing category of hi tour coupons, fresh products "about the benefit of the travel season", maternal and child products spicy mom Meng Bao and other activities.

Jingdong mall said that from the overall sales situation, along with the spring renovation and home appliance exchange boom, sales of home appliances and home decoration categories were growing rapidly during the May 1 period.

Sports outdoor, food and beverage, life travel and other related categories of travel, consumers are more willing to prepare ahead of the Festival ahead of schedule, sales peak occurs before the May 1 holiday.

"Quality upgrading" has become a distinct feature of Jingdong's "51" big sales promotion data. More and more consumers are paying more attention to quality and brand while enjoying sales promotion.

Overweight scene experience

It can be seen from the data released by the Beijing Municipal Commission of commerce that during the May 1 holiday period, the retail market in the city can be described by a steady growth. At the same time, we can also notice that retail enterprises have begun to double the choice of promotion channels.

Hu Chuncai, a retail expert and general manager of Shangyi consulting in Shanghai, told reporters that a single sales promotion method can no longer satisfy consumers' shopping needs.

Stores and stores need to increase consumers' shopping experience. By increasing the interest of shopping malls and increasing interaction with customers, we can satisfy consumers' demand for entertainment and relaxation while shopping. After all, the attraction of individual price concessions to consumers is decreasing.

Take Suning, Beijing as an example, Beijing Suning said that the "418" promotion has not yet ended, and Suning launched the "May 1" promotion in April 27th.

It is understood that in April 27th, Beijing sunning Lenovo bridge cloud shop and Tsz Yun Temple Cloud shop opened, through the online and offline linkage mode, the early opening of the "51" preferential activities.

Su Ningqi's black technology collection brand "YOUQU excellent interest" is located in stores, especially VR products are favored by consumers.

In terms of commodity prices, Beijing Suning continued to give up consumers and jointly launched more than 100 brands to launch the theme of "Sunday".

Data show that on the day of April 27th, the sales volume of the Suning line was over 300 million yuan, and the sales of suning.com outlets increased by more than 800%.

In Hu Chuncai's view, despite the continuous promotion of business enterprises in March and April, whether traditional stores or electric business enterprises, they still choose to carry out promotional activities during holidays.

During the holidays, apart from the increase in the number of consumers, the frequency and residence time of shopping malls will increase, and the traffic volume will be relatively concentrated. Traditional enterprises can focus on the sale of goods through promotional means, and the sales and sales volume of traditional shopping malls will be higher than usual during holidays.

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Consumers will have more time to shop online when they are at home, and promotions will also stimulate consumers' desire to buy.

The promotion means during holidays, on the one hand, can increase sales volume, passenger flow and customer unit price of traditional shopping malls and electronic business platforms. On the other hand, it can also guide consumers' consumption by using promotions, so as to enhance brand awareness.

For more information, please pay attention to the world clothing shoe and hat net information report.