Double 11 Pre-Sale Storm: Part Of The Sports Business Broke By Tmall Lock Inventory

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"People who have to sell the goods get the world" - this seems to be a double 11 rule.

Behind the carnival, the storm broke again.

A few days ago, a number of sports outdoor category merchants broke out to the power of billion nation. Before the start of the double 11 pre-sale, Tmall encouraged the brand to make full volume pre-sale (that is, all the inventory of goods is locked in the pre-sale link), and promised that after the first phase of the pre-sale (from October 20th to October 31st), the link of some pre-sale goods can be changed according to the situation.

But the first stage of the pre-sale time has passed, and businesses are still unable to modify.

"Because at the beginning, it was just an oral promise, so we have no alternative to the present situation."

A reveler said.

Billion power is informed that in order to ensure the daily sales of double 11, merchants usually set up two links for pre-sale goods when they declare the pre-sale.

Among them, one link is the new double 11 pre-sale link, the stock in the pre-sale link can only be increased and not reduced; the other is the normal sales link of the goods, and consumers can buy it at the pre-sale stage according to the daily price order.

According to the reveler, in this double 11, a lot of sports outdoor category businesses have only set up a pre-sale link to sell hot products, and there is no normal sales link.

That is to say, in the pre-sale period of 20 days before the double 11, the goods are locked up and can not be sold normally. Consumers can only pay the deposit in advance, and then wait until the double 11 payment is completed.

"In this way, the sales volume of 20 days is in one day, and the sales volume is double 11.

Prior to the communication, Tmall said it could remove or modify some pre-sale products after October 31st, but in fact, it can not be done at all. "

In this regard, billion power to understand the situation of many categories of businesses.

Some clothing categories merchants have not heard of this. "The current pre-sale is still in accordance with the brand's own rhythm. Although Tmall is encouraging more declarations of pre-sale goods, it has not been forced".

Some businesses said they had heard about the matter, but their categories did not encounter similar situations.

In response to this, billion state power also asked Ali public relations department, but as of press time has not received a reply.

A clothing business to the billion state power, category 2 has revealed that the pre-sale turnover in the ranking of the venue has a lot of weight, pre-sale good sales, formal activities will have the first advantage.

In the warm-up horse race stage, which starts in November 1st, the venue will be sorted according to the comprehensive dimensions such as purchase, collection, Ali mother investment and pre-sale.

At the same time, category 2 also judged that, similar to last year's situation, this year's purchase data will have a dramatic increase in November 5th or 6, which reminds businessmen to pay attention to the rhythm of publicity, pay attention to the purchase data and collection data of explosions.

The above businesses also analyzed the power of the billion state, saying that the pre-sale can indeed better lock customers ahead of the collection and purchase, and most of the brand's pre-sale sales can account for 35%-40% of the total, from the pre-sale results can basically determine the overall performance of 11.

After the inventory is locked, it is difficult for the pre-sale goods to be diverted to other platforms.

In this way, Tmall can guarantee the heat during the pre-sale period, and can also use the 20 day sales volume of the pre-sale goods to pull up the turnover of the double 11 day.

But for businesses, the inventory of pre-sale goods is all locked, in addition to being conducive to the impact of pre-sale sales and preempting the resources of the pre-sale venue, it will also bring some negative effects.

According to many

The possible consequences of the full scale pre-sale of the responsible person include the following aspects:

First, because the pre-sale price of goods is lower than the price of double 11 on the same day (usually with a deposit of double or half reduction), all the stocks of the merchandise will be sold after the pre-sale, and the interests of the merchant will also be damaged if it is oversold.

Second, double 11 day, pre-sale goods need to pay after 1 points.

The 0-2 peak of double 11 in the morning is the peak of consumption, and the sales volume in the first two hours can account for about 65%-70% of the total.

The pre-sale is equivalent to the advance opening and release, which will affect the business turnover and ranking of the 0-1 points in this golden stage.

Third, the more the pre-sale goods, the more sales will be locked, which will lead to 20 days of sales are accumulated in the double 11 outbreak, behind the sales is the pressure of the supply chain surge.

Billion power understands that the criteria for selecting and selling goods are not the same.

Some businesses will choose the classic version instead of the new one as a pre-sale product. Some businesses will choose the latest hot commodities and the combination of nearly three months of new products for drainage.

"If you sell the hot sales and new products can not be sold before the double 11, then the store's sales grade and ranking will also decline, the best seller's ranking will be unstable."

A home brand electric business leader to the state power point out.

Of course, in addition to pre sale "locking" sales of businesses, Tmall double 11 rules also used pre-sale earnest "locked" consumers.

Consumers pay double 11 advance deposit will not be returned alone, but to pay the tail on the day of double 11, until Tmall open refund port after application for return, in order to receive the "deposit + tail" all refund.

"Everything is for sale."

The person in charge sighed.

Ten days from the opening of the double 11 in 2018, platforms and businesses are eyeing the pre-sale data and calculating the final performance this year.

What will be the end of Ma Yun's last double 11 in Tmall's power sprint?