"Double Eleven" Online Shopping Carnival Pioneer Troops Have Exchanged Fire.

Tens of billions of yuan business opportunities, tens of thousands of brand participation...... Although there are more than a week from the "double eleven" online shopping carnival, but the public business enterprises have been "grinding knife". Along with the different pre-sale promotions, such as Tmall, fans, Dangdang and other electricity providers have launched the promotional warm-up battle ahead of schedule. An ordinary day, in the packaging of the big business people, why is it becoming a national online shopping carnival? Insiders believe that in the field of electricity business, artificial festivals similar to "singles online shopping festival" will become more and more popular.

　　 The spearhead has already exchanged fire.

"There will be 10 thousand brand stores and more than 3 million items, which will be sold half off in the" double eleven "day. "If buyers recharge Alipay in advance, they will have a chance to charge 300 yuan for 150 yuan or 150 yuan for 50 yuan." In October 29th, the relevant person in charge of Tmall mall revealed to the Commercial Daily reporters some "double eleven" promotional information of Tmall.

"Double eleven" this year, our stock volume is 10 times more than that of last year. Zhang Gengbin, director of the business department of brewmaster online mall, told reporters that the "double eleven" promotion will be very helpful.

Dangdang also entered Tmall in the form of flagship store and participated in the "double eleven" business carnival.

If the "double eleven" promotion measures still stay in the stage of "no one else, first heard its voice", then the leading enterprises of the major electricity suppliers have already exchanged fire in advance.

Reporters learned that this year's "double eleven" promotional activities, a full month ahead of the "dinner" start a month.

In October 10th, Tmall mall announced the launching of the "double eleven" pre-sale activities. 15, will continue until November 10th, Tmall mall "double eleven" pre-sale platform on the line, that day attracted Hermes, Gucci, Dong'e Ejiao and other famous brands at home and abroad to help. Tmall mall announced that from October 11th, more than 1500 brands including ONLY, PHILPS, Acer and other brands will participate in the coupon issuance. The total value of the coupon will exceed 100 billion yuan, and all coupons are limited to the online shopping Carnival in November 11th.

When Taobao announced the launch of the pre-sale platform, Jingdong mall also announced that it will start the "Desert Storm" sales promotion campaign from October 10th ~11 12, and sell slogans like "1 billion yuan".

Subsequently, Dangdang also announced the launching of the anniversary celebration activities to pave the way for the "double eleven" campaign.

Known in China E-commerce industry According to observer Lu Zhenwang, the pre-sale is only one aspect of "double eleven" competition. He said that last year's "double eleven" period, the electricity supplier website delivery and delivery were all overburdened. "This year, behind the promotion campaign, there are all kinds of huge sums of money to upgrade websites and advance the courier battle."

　　 "Singles day" cake

Two years ago, when Taobao Mall (now the Tmall mall) first wrapped the singles day as a shopping Carnival and succeeded, the ordinary day of November 11th became a "gold sucking magnet".

In 2010, Taobao pioneered the banner of Singles Day promotion and invested 200 million yuan in advance for marketing promotion of singles day. On the day of November 11, 2010, Taobao mall achieved a good result of 936 million yuan in single day trading, setting a record of single day trading.

The Taobao mall, which had the first taste of sweetness, built a bigger cake of singles day in 2011.

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In the first minute of November 11th last year, 3 million 420 thousand people poured into the Tmall mall which held "singles day" promotions. On the same day, tens of millions of online shoppers in Tmall mall created mythological data such as 20 million breaking orders per day, over 230 transactions per second, and a single day trading volume of 3 billion 360 million yuan. According to industry estimates, 3 billion 360 million yuan is equivalent to Hong Kong 4 days of total retail sales.

"The market cake is big, naturally attracting the birds, Jingdong, Cuba, Dangdang and other large electric providers have made efforts to engage in long-term sales promotion and participate in the" double eleven "promotion. Lu Zhenwang said that compared to last year, 8 million people participated in Tmall mall's "singles day" promotion, this year's penetration will be even higher, and it is likely to break the record of 400 yuan per capita consumption last year.

However, Lu Zhen Wang also said that if the electric business enterprises do not pay attention to the promotion of festivals like "Bachelor's online shopping festival", the stickiness of the website will decline over time, and users will surely be attracted by the sales promotion of their competitors.

　　 Analysis of traditional festivals setbacks, make their own way

An ordinary day has been successfully fried by e-commerce companies to become a grand gathering of e-commerce sales. What kind of industry background is behind it? Where will this promotion go?

　 Competition will be more intense this year.

Relevant officials of Tmall mall told reporters that 48 influential e-commerce enterprises will join the "double eleven" promotion war this year, including 1 stores, Yintai network, COFCO buy net, new egg net, vip.com, brewmaster network, excellent purchase network, dream bazaar and so on. In addition to Tmall mall, many other enterprises expect to have more than 2 billion yuan in total stock value this year.

It is reported that Tmall and Jingdong not only pave the way for the "double eleven", but also scramble for big brands to join the promotion camp.

Lu Zhenwang, a well-known domestic e-commerce industry observer, said that compared with last year, the overall situation of the retail industry is not booming this year. "The online industry is also affected, and the competition among e-commerce companies is more intense. This year's "Bachelor Online Shopping Festival" promotion war will be more intense than last year. Lu Zhenwang said.

Nevertheless, Lu Zhenwang expresses, although the business enterprise that joins promotion camp is more and more, but "Tmall mall still has dominant position". On the one hand, Tmall has a wealth of clothing, household goods, fashion products, such as the price of large expansion of goods into the promotion camp, preferential space will be more attractive, and the main products such as Jingdong, such as the Treasury, no such advantage. On the other hand, Tmall is an open platform, and the price fluctuation is adjusted by the settled businesses, which has more advantages in terms of flexibility. In addition, Tmall has been the third "singles day", with obvious advantages.

　　 Electricity supplier more love making Festival

Compared with traditional festivals, artificial festivals are more popular with consumers.

This year's 8 golden week, 425 million people travel in China, resulting in major electricity suppliers sales data are mediocre. "How many people will live in online shopping when the long holidays come?" Tmall mall official said frankly.

"In traditional festivals, people resort to vacation and visit relatives. Online shopping is not popular. Compared with the traditional holiday tourism boom, it is often the desolation of the electricity supplier industry. Mo Daiqing, an analyst with China Electronic Commerce Research Center, told reporters. As a result, the electricity supplier industry gradually devotes itself to making "singles day" and "shop Festival" a festival of its own.

"Sales promotion" is a new business concept in the field of electricity supplier, and will become more and more popular. Mo Daiqing said.

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In her view, the promotion of festivals and festivals is a new sales promotion mode. "There will be" double eleven "or other man-made festivals similar to" double two "in the future. Mo Daiqing said.

　　 Remind consumers to be cautious about Carnival.

Alipay CTO Li Jing Ming It was revealed that at 0:01 on November 11th last year, Alipay paid more than 55 thousand pens in 1 minutes, which made a huge test to the entire payment system. Many banks' online banking systems were once hard to pay. In response, Tang, who has more than 5 years of online shopping experience, is responding to the "advance savings to Alipay" because "pre deposit is much cheaper than temporary charging, and it also eliminates the risk of capital failure due to system paralysis."

Prior to this, individual businesses in the electricity supplier promotion war, "first price increase and then price reduction" behavior, once let consumers dissatisfied. Tmall mall official said that Tmall will severely punish fraudulent businessmen this year. "Once the business is found to have a virtual discount price, it will not only clear the official activities of the" 11.11 shopping Carnival ", but also impose penalties on businesses.

In addition, the reporter also learned from a number of online shopping people, in the face of the temptation of e-commerce promotion, online shopping people must be cautious, more heart and eye, eight party, three goods.