2 Billion 500 Million To Participate In The "55 Shopping Festival" To Speed Up The Branding Process

Entering the 2020, a lot of spate obviously accelerated the speed of development.

In April 23rd, many officials announced that they would invest 2 billion 500 million yuan in cash and subsidies, combined with 10000 brands and enterprises in Shanghai to support Shanghai's "55 Shopping Festival" by issuing cash coupons, integrating online and offline shopping, joint subsidies of "billions of subsidies plus bazaar", and 45% off of large durable goods such as automobiles.

This is the first time since last year's launch of the "10 billion subsidy", the first coverage of the line of consumption. Chen Qiu, vice president of many times, said that the "55 Shopping Festival" is the first time to take part in the shopping and Carnival activities under the online and offline whole consumption scenarios. During the event, the platform will be combined with 100 core shopping centers such as Bailian Group under the SASAC of Shanghai, and jointly launch the "full 45% off" activities.

In the industry view, a lot of efforts will accelerate the branding speed of the platform and further attract the participation of high-quality high-end users.

Entering the 2020, a lot of spate obviously accelerated the speed of development. - Gan Jun photo

Billions of subsidies under the first coverage line

In April 23rd, the Shanghai municipal government officially announced the preparation of the "55 Shopping Festival". During the shopping festival, the merchants participating in the activities of Shanghai would sell the merchandise in 55.

Shanghai was one of the first cities in China to enter the trillions of cities. In 2019, the total retail sales of consumer goods amounted to 1 trillion and 350 billion yuan, ranking the first in the country for three consecutive years. The "55 Shopping Festival" is a consumer festival in Shanghai. It aims to adapt to the trend of consumption upgrading, stimulate consumer demand with great efforts, and release the potential of domestic demand frozen by the epidemic.

It is reported that "55 Shopping Festival" will be across the entire second quarter, throughout the labor day, children's day, Dragon Boat Festival and other key festivals, Shanghai's major business platform, commercial enterprises, brand enterprises, end products will be widely involved in the major consumer segments will be launched all kinds of promotional activities.

At present, the "55 Shopping Festival" has combed out more than 130 key activities, as well as more than 700 special events, and the subsidies for major platforms and enterprises are over 13 billion yuan. In 2019, thanks to a large number of e-commerce enterprises with strong resource allocation capability and large industrial driving effect, the volume of e-commerce transactions in Shanghai exceeded 3 trillion and 300 billion yuan, an increase of 14.7%, accounting for about 1/10 of the whole country, and the online economy was developing rapidly.

A lot of businesses, such as head businesses, will take part in the "55 Shopping Festival" as an important role. The e-commerce platform will link the major business circles and business streets to promote the integration of online and offline development, with the starting economy, brand economy, night economy, tax rebate economy and platform economy to drive overall consumption.

In many ways, he told the twenty-first Century economic news reporter that during the "55 Shopping Festival", the lowest price of online and offline businesses will be built through the joint subsidy of "electricity supplier + business super", including a number of shopping malls, including 100th goods stores in Shanghai, Shanghai first eight hundred partners, and so on. They will be involved in the main business circles of Shanghai. Activities will continue from May 4th evening to May 5th evening. During this period, other commodities such as gold and jewellery will be sold on the "45% off" sale.

This is the first covering line of more than 10 billion subsidies. Since the first launch last year, the "10 billion subsidy" has become the core strategy of many spells. In April 25th, the annual report of 2019 was released. The annual report showed that the turnover was 10066 billion yuan in the past year, an increase of 113% compared with 471 billion 600 million yuan in the same period last year. The number of active buyers in the platform reached 585 million 200 thousand, with an annual revenue of 30 billion 410 million yuan, an increase of 130% over the same period in 2018.

GMV has broken trillions and active buyers have been nearly 600 million. In 2019, we launched the "ten billion subsidy", and implemented unlimited and unlimited subsidies for the whole hot line products. In February this year, more than ten billion subsidy days were launched, and the subsidy increased from 20% to 50%. According to the earnings data, in 2019, a lot of marketing fees, including "billions of subsidies", amounted to 27 billion 174 million yuan, up 102% from 2018.

Mo Daiqing, director of network retail department and senior analyst of Electronic Commerce Research Center, told reporters in an interview with economic news reporters in twenty-first Century that in 2019, GMV broke trillions and had much to do with "billions of subsidy" activities. In addition to the attributes of the social electronic business platform, a large number of subsidies and marketing policies are a major reason for the growth of its data. Consumers will be able to directly benefit from the large number of advertising costs, and attract more users with cost-effective products.

? ? ? It is reported that tens of billions of subsidies will continue to exert force in the "55 Shopping Festival", and many of them will be combined on the basis of joint large subsidies, through the offline code sweepstakes, net red + shop assistant live broadcast, O2O small program purchase, VR shopping experience, limited amount of starting and other forms, and guide millions of Shanghai users to the offline consumption, help offline stores to create online private domain traffic. Online and offline integration development.

During this period, many live MCN teams will be combined with more than 100 professional agencies, and more than 100 professional anchors will be stationed in shopping malls to guide online shopping malls under the line, covering more than 1000 well-known brands in Shanghai, involving more than 100 thousand Shanghai merchants.

"Through comprehensive subsidies, we will create the lowest prices of various channels, including brand clothing, daily necessities and many other commodities, and will also achieve the lowest price in history" under the joint Shanghai line. Wang Jian, a senior vice president, told the twenty-first Century economic news reporter that the event is expected to drive millions of users into the store under the Shanghai line. The direct consumption is expected to exceed 5 billion yuan.

Brand speed up opportunity

Affected by the outbreak of the new crown pneumonia, the offline economy dominated by the real economy has been greatly affected. People's consumption patterns have shifted to online. The development of "new economy" and "new consumption" based on "online" is strong.

? ? According to Shanghai's "measures to boost consumer confidence and strongly release consumer demand", the "55 Shopping Festival" will play the role of big platform and large flow, and start the "Shanghai cloud shopping" brand, and create cloud shopping, cloud shopping, cloud exhibition, cloud show and cloud experience series activities. Home and brand provide special support for settlement, traffic and data.

Shanghai Commerce Commission will encourage e-commerce platform, highlight the characteristics of "quality brand", start the brand of "Shanghai cloud shopping", encourage the platform to take the brand as the integration dimension, build the brand area of Shanghai old brand, national tide brand and automobile brand, and promote the development of new formats, such as direct seeding business, social business, social business, "small program", and so on, so as to promote overall consumption.

According to Zhang Ying, deputy director of Shanghai Economic Information Committee, in the process of organizing the "55 Shopping Festival", the Shanghai Municipal Commission of letters and commissions will fully rely on the strength of local enterprises, including many spells, Ctrip and beep, etc., and encourage the organization of various "colorful" activities with various forms and contents to excavate new needs, new applications and expedites new models.

A series of initiatives such as key businesses and brands entering the electronic business platform, boosting the digital transformation of Shanghai's time-honored brands, and pulling the new economic growth under the line, are undoubtedly the opportunities for branding to speed up the spate of the advantages of social e-commerce traffic.

The problem of cheap commodities, which has been criticized for a long time, has produced resistance when it comes to more and more efforts to enter the second and second tier markets. The introduction and subsidy of big brands can help to get more active choice of a second line user. In order to reduce the operating costs of platform businesses and attract merchants to enter, in addition to the practice of the automobile industry, a lot of "0 Commission" and "0 platform service annual fee" policy have been implemented.

As user data soared, business data were also impressive. A lot of 2019 annual reports show that as of the end of 2019, the number of active merchants in many platforms was over 5 million 100 thousand, an increase of 41.7% over the same period last year. The annual report predicts that in the first quarter of this year, there will be a significant increase in the number of new businesses, including domestic and foreign brands, foreign trade enterprises and industrial cluster enterprises.

A lot of data show that after the outbreak of the epidemic this year, the amount of direct subsidy exceeded 5 billion yuan in the first quarter through commodity promotion, special support for agricultural products, and logistics aging incentives. Since March 15th, the number of logistics packages per day has stabilized at more than 50 million. In March, the total number of physical express packages exceeded 1 billion 500 million. By allowing consumers and businesses to make profits, the platform is continuing to increase online consumption potential and promote consumer compensation and potential release.

? ? The "55 Shopping Festival" will provide opportunities for many brands to enter the market. It is understood that a lot of products will be launched on the "sea top products and cloud purchase Shen" special zone, mainly based on Shanghai's foreign trade commodities, with the "chao chao brand" special area with Shanghai's time-honored brand as the main body, and the "Shanghai brand" certified commodity area and Shanghai shopping mall area. Tilt, user precise matching and other resources and technical support, will Shanghai brand comprehensive docking platform nearly 600 million consumers nationwide.

In the meantime, the "10 billion subsidy" will cover all the commodities in the above area. On this basis, a lot of additional Shanghai brand specific consumption coupons will be added to drive the national users to jointly purchase and produce Shanghai products. At this point, a lot of investment in the "55 Shopping Festival" has reached 2 billion 500 million yuan in cash and consumption coupons.

For the consumption prospect of "post epidemic era", Jiuding, vice president of strategy, told the twenty-first Century economic report that the platform will continue to implement the policy of "0 Commission" and "0 platform service annual fee" at the end of the business, and foster the growth of online new economy and new consumption.

It is worth noting that, in terms of automobile and other consumer goods, a lot of efforts will be made to cooperate with Shanghai car companies to improve the online and offline car buying experience and hold the "love to fight to win" car buying activities.

Dada, co founder and co-founder, said that in order to jointly promote the development of Shanghai's new economy with other industries, during the 55 Shopping Festival, a lot of "45% off" durable goods will be launched through large direct reductions, targeting Shanghai residents. The first batch of on-line durable goods included 55 SAIC new Cadillac XT5, Volkswagen Tiguan, Volkswagen road and so on. Each vehicle has a minimum direct subsidy of over 100 thousand yuan.

"In addition to cars, we will also combine a number of Shanghai brands to carry out unprecedented subsidies for large quantities of goods." Dada said, "Shanghai consumers can acquire the right to purchase through offline scanning. Through relevant incentive measures, we hope to help Shanghai brands further expand market awareness, and guide more residents to go out of their homes to the offline entities to spend, so as to cultivate the consumption stickiness of the real economy.

In fact, a lot of water has already started selling cars. In 2019, "double 11", combined with many 5 "national models" such as Wuling Hongguang and so on, launched the activity of "buying cars and packages of oil", and consumers could get the first year oil subsidy as long as they placed the order within the prescribed time and on the basis of discount price.

A lot of background data show that 11 days ago, 7 minutes, the sales of platform cars broke 800, and 16 points broke 1000 units. Most of these vehicles are purchased by consumers from the sinking market. In the 2019 third quarter earnings call conference, CEO Huang Zheng announced a double 11 part record: sold 400 thousand iPhone11 and 1000 domestic cars. He expressed the hope that he could change his position in many people's hearts and sell more authentic products.

Join Gome to power

Besides cars, mobile phones and time-honored brands, we also have a lot of products to win. It is understood that not long ago, the United States and the United States to cooperate with many countries to participate in the "55 Shopping Festival", Gome retail Shanghai branch announced that the city stores and online beauty shops participate in Shanghai's "55 Shopping Festival" and at least 200 million yuan in consumption subsidies. At present, Shanghai Gome has launched a second round of consumption subsidies exceeding 100 million yuan.

In April 19th, it was announced that it would subscribe to the $200 million convertible bond issued by Gome retail for a period of three years with a nominal annual interest rate of 5% and a preliminary conversion price of HK $1.215 per share. If the transfer rights are finally exercised, most of the shares will be allocated to 1 billion 280 million new shares of Gome, accounting for 5.62% of the shares issued after the issuance of the convertible shares.

The subscription led to a surge in share prices between Gome and many companies. It is assumed that more than 5% of the shares of Gome will be held, and only after Wong Kwong Yu and the ark trust become the third largest shareholder, they will have an important voice within Gome.

Many hands and Gome hand in hand were interpreted as an attack on Ali Suning camp. According to the strategic cooperation agreement between the two sides, Gome retail products will be put on a lot of shelves, and the brand will be connected to a multi billion dollar subsidy scheme. Gome's two service platforms, an Xun logistics and Gome housekeeper, will also become a service provider for many logistics and home appliances.

A large number of consumers will import big data, platform traffic and other digital retail resources to Gome, and establish a deep docking with Gome in terms of commodity procurement, consumer subsidies, logistics distribution, customer service aftersales, etc., and the two sides will also actively cooperate in marketing and other aspects.

? ? ? Jiuding said that the cooperation is the latest step in implementing the new consumption concept of "Pratt & Whitney, people first and more open" platform. The platform will establish deep docking with Gome in the aspects of commodity purchase, consumption subsidies, logistics distribution, customer service after sale and so on, exploring new modes and new methods of cross-border cooperation, helping to realize the digital transformation of the surface retail business, and bringing more favorable prices to consumers. Goods.

It is worth noting that before the subscription, a lot of cooperation with Gome. Since its entry into the market in 2018, Gome has become a heavyweight brand in many brands hall. It has won the sales champion in many digital home products such as microwave oven, washing machine, TV, mobile phone and so on. It is one of the fastest selling and fastest growing shops on the platform.

Since the beginning of this year, Gome has been enriching online product categories and strengthening cooperation with many other businesses. At the end of March, the first time we worked together with Gome to create a "super brand day" event, the two sides launched a 500 million yuan consumer gift package in the form of price reduction, consumption subsidies and joint profits, covering over 6000 products of nearly 10 categories, such as home appliances digital, beauty care, daily necessities, etc. The move to buy more Gome convertible bonds means a further escalation of bilateral cooperation.

"In the past two years, from platform to service, to today's capital level cooperation, Gome and more cooperation have been deepened." Gome retail CFO Fang Wei summed up Gome and a lot of cooperation process. Gome and spa will jointly promote the value upgrading of retail enterprises in the supply chain, logistics, services, technology and other dimensions.

At present, Gome retail is one of the largest home appliance chain stores in China. Its logistics is a national integrated logistics service provider with over 6000 service outlets throughout the country. For many ways, Gome mobile phones, home appliances and digital products and other high priced goods and services, plus the help of "billion subsidy", can help remove the "cheap" label and create a new image of authentic and high-quality platform.

Mo Dai Qing said that for many companies, strategic investment in Gome could further expand the category, break through the "two election one" restrictions, and acquire more resources of large household appliances brand. The cooperation with Gome retail can access the category of household appliances with high unit price, help increase the per capita consumption, and make more efforts to tap the opportunities of high speed cities.

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