Discount Intensity "The Largest In History" Double 11 Big Business Tycoons How To Tap The Market

Recently, the major electricity supplier platforms have released the "double 11" big promotion plan, and the air is filled with the atmosphere of war.

The "double 11" that has set off the national shopping Carnival has gone through ten years and will enter a new time node this year. In the past ten years, almost every year, "double 11" has created another amazing new record. However, with the slowdown in the economy and the growth of electricity suppliers, the growth rate of "double 11" has slowed down in recent years. This year, under the background of the overall weak growth of the market, what will be the performance of the "double 11" going into the eleventh year? How will the electricity giant go to tap the market potential?

Discount is the biggest in history.

From Ali, Jingdong, vip.com, suning.com and other business giants released the "double 11" strategy can be seen, the discount is still the theme of this year's "double 11". Compared with the past, this year's "double 11" discount is expected to hit "the best in history".

Jingdong has pioneered the "double 11" brand. On October 15th, at the launch of the 2019 "Jingdong global good thing Festival launch conference", CEO Xu Lei, a Jingdong retail group, launched the "double 11" with the largest discount in Jingdong history with its major business executives.

It is reported that this year's Jingdong "double 11" campaign was officially opened in October 18th. According to the plan, Jingdong will launch the "super billion subsidy, 100 billion discount", and about 200000 brand businesses will join Jingdong's "double 11" promotion. According to Jingdong, only in Jingdong building, there will be more than 50 thousand brand business partners stationed in this year's "double 11" period. The number of visitors will be set again. They will work with Jingdong staff to provide consumers with quality products and services. Jingdong predicts that during this year's "double 11" period, Jingdong will sell 1 billion 200 million low-priced good products and 200 million C2M products, and touch up to 500 million of the sunken market users.

Following the Jingdong, in October 21st, Alibaba held the "double 11" launching conference in Shanghai in 2019. At the press conference, Tmall president and Taobao President Jiang Fan announced that on November 11th, Tmall's official flagship store from 200 thousand brands across the world would launch the largest discount in history, saving at least 50 billion yuan for users.

It is worth mentioning that this year is the first "double 11" after Jiang Fan served as president of Taobao and Tmall. He set the tone for Tmall's "double 11" this year: "buy better, buy more."

According to introduction, during the "double 11" period, in the 200 thousand brands assembled by Tmall, 50 thousand new brands and new businesses participated in Tmall's "double 11" for the first time. In order to catch up with this year's "double 11", more than 20 luxury brands accelerated the pace of opening stores. In addition, Alibaba has just been added to the "double 11" promotion camp, which has just been accepted by Alibaba. It will bring tens of thousands of brands from all over the world to help "double 11". According to Alibaba, after joining Alibaba, koala attracted more and more attractive brands, and international brands entered the market on average. Therefore, the performance of the "double 11" koala shopping this year deserves our attention.

At the same time, after drawing lessons from last year's playing too complex, Tmall summed up this year's "double 11" promotion strategy into two words: simple. However, consumers still need to apply the formula to convert the preferential price. For this reason, Tmall has introduced the conversion formula.

Speaking of gameplay, vip.com's big promotion method is the simplest and most direct one. In October 22nd, vip.com released the strategy of "double 11" promotion, which is the main way of "no routine, really cheap". With thousands of brands, it uses "no routines" to remove all complex shopping processes for consumers. It does not need to fill up and reduce, do not receive red packets, do not calculate coupons, directly display the bottom price of commodities, carry out the one price in the end, and let the consumers in the most convenient way.

It is reported that the prelude of vip.com's "double 11" will ring at the beginning of November, and the whole big promotion activity will continue until November 14th. The "double 11" big climax will be opened before eight in November 10th. It is worth mentioning that, unlike in previous years, at eight o'clock in November 10th this year, vip.com launched the 2019 "double 11" big promotion, will open two hours of limited subsidies, for the annual sales of popular products, as well as clothing, cosmetics, body, home, mother and baby, "brand sale" eleven categories of big money explosion king, price subsidies, to ultra low price to the consumer to bring surprises. This also means that this year, vip.com launched the "double 11" big promotion will be stronger than before.

Suning.com, which has acquired Wanda and Carrefour in succession, is also more active in this year's "double 11". It will even launch a press conference from Nanjing to Beijing. "The price is standard, but not the only one." Suning.com President Hou Enlong proposed this year's "double 11" Keywords: scene. That is to say, let the consumer save worry, save time, save labor and save money in the "one hour life circle" scene. Anytime, anywhere, the whole scene, all contacts, and convenience to solve the needs of users.

After the recent two years of investment and acquisition, the layout of suning.com online has extended beyond the Suning Appliance Store to sunning stores, Wanda Department stores and Carrefour China. It has extended its tentacles to department stores and business super fields. For suning.com, the price of "double 11" and its competition with Alibaba and Jingdong giants is better than avoiding the edge line. Therefore, in putting forward the "expensive and compensate" price strategy, suning.com emphasizes the "one hour scene life circle" service, trying to highlight its advantages through rapid response.

Channel sinking for the low line Market

This year's "double 11", the business tycoons in addition to the price, innovation, gameplay, integration of supply chain, logistics distribution speed, competition for the low line market is also particularly fierce.

In recent years, the consumption potential of the low line market has begun to highlight. Nelson's survey data show that since 2015, the growth rate of the fast moving consumer goods market is about 60% from the low level cities. Compared with other cities, the growth rate of the low level cities is also the fastest, the compound annual growth rate is 7.9%, while the first tier cities are only 2.6%. To this end, business tycoons that hit the growth ceiling have been sinking channels to boost the market for new growth. This year, "double 11", the low line market has become one of the focuses of Jingdong, Alibaba and so on.

At the launch conference in October 15th, Han Rui, vice president of Jingdong group and head of Jingdong retail group platform business center, announced that Jingdong's new social networking platform "Beijing Xi" has been formally launched. He said that during the "double 11" period of Jingdong, Jingxi will provide huge subsidies and super concessions to consumers by joint businesses, which has stocked over 100 million pieces of explosive products for consumers to rush to buy. For example, the six imported Thailand coconut green, the South Pole plus the velvet autumn suit, the five kilograms of rice, the 20 inch universal wheel, and so on.

Distinguished from the existing mode of Jingdong's main station, Jingxi is based on the comprehensive upgrading of the purchase and purchase business. It is based on the six mobile terminal channels, including WeChat and mobile QQ two billion level platform, to build a global social networking platform. Jingxi mainly focuses on the emerging consumer groups in the sinking market, deeply combining user's social behavior, stimulating users' multilevel sharing through rich social games, enabling low cost drainage and conversion of users to meet the needs of users' consumption upgrading.

Like Jingdong, for the Department of Alibaba, the low line market is also one of the main Battlegrounds of this year's "double 11". The reintegration of Juhuasuan is a sharp weapon for Tmall and Taobao's "double 11" nuggets.

In the "double 11" launch conference, Jiang Fan said that in the past two years, Taobao added more than 200 million users, of which more than 70% came from the sinking market. According to Alibaba's earnings report, in fiscal year 2019, Taobao Tmall added 100 million of its active consumers to 77%, from three or four line cities and rural areas.

In recent years, a lot of spells have sprung up, and a large number of low line users have been harvested, which has brought great pressure to Ali, especially Taobao. In view of the sinking market users, early this year, Taobao and Tmall integrated the marketing platform, and the newly restructured Juhuasuan became the main engine to drive the growth of the Ali market in the sinking market. Driven by Juhuasuan, in the first eight months of this year, 47 top brands, including the US, Paris L'OREAL, Li Bai, Hisense and Adidas, grew by more than 100% over the same period last year, and over 80 brands grew by more than 50% over the same period last year, forming a highly concerned "Juhuasuan effect". Among them, the higher brands of Mei, Babycare and Zhong Xue have been growing faster than other markets in the sinking market.

In order to enhance Juhuasuan's combat effectiveness and catch up with this year's "double 11", Juhuasuan has launched the "factory sales through" system. Factory marketing is an integrated ecosystem of Juhuasuan, including Ali cloud, rookie, ant suit, etc., which is a complete C2M digital solution for SMEs.

Suning.com has adopted Suning to buy and Suning stores and retail cloud formats to rapidly cover two sunken scenes of communities and townships. Suning also divided the eight major categories of "overseas goods" tide, base production, net new products, 5G intelligence, C2M customization, exclusive explosions, overseas good goods and Huimin to sell goods. Fan Chunyan, vice president of Suning retail user and platform management group, said that during the double 11 period this year, whether it is retail cloud store in sunning small town or county town surrounding the community, or shopping in Suning any scene, consumers can enjoy the "expensive compensation" policy, which can be repaid and refunded nearby.

"Double 11" is no longer just a holiday in the second tier cities, but the electronic business platform has been sinking to the low tier cities, and the "universal purchase" is the best "warp" to pry the ground market rapidly, Mo Daiqing said.