Artificial Day "Double 12" Cold

< p > just past "double 12" obviously failed to repeat the glory of "double eleven".

As the initiator of the "double 12" promotion, Taobao has given the promise of "the largest volume of traffic in history and the largest number of red envelopes in history".

Data also show that a total of 2 million 110 thousand sellers sign up for Taobao's "double eleven" promotion this year, which is 100 times the number of "double eleven" sellers.

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< p > despite the aggressive situation, the < a href= "http://www.91se91.com/news/index_c.asp" > Taobao net < /a > did not announce the turnover, only announced the cumulative number of a href= "http://fz.sjfzxm.com/" > Alipay < /a > the number of sellers.

At 14:27 on the 12 th, the total number of Alipay sellers reached 2 million.

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< p > a lot of Taobao sellers complain that Taobao's "double two" effect is not ideal.

The seller "electricity supplier Xiao bin" said, "two or two do not have the power to imagine, so it is hard to sign up for the food category club, and watch until three or four in the morning.

It is not that the price of the product is not favorable enough, but that there is no flow at all. "

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< p > the reason why small and medium-sized sellers lack traffic is that traffic is eaten by big sellers.

According to convention, "double eleven" is Tmall's big seller's game, "double 12" is the home of Taobao small sellers.

But this year's "tacit understanding" was broken, and Tmall joined the "double two" promotion camp.

Even on Taobao's client side, there is a clear distinction between "brand" and "small seller", which is the selling of small sellers.

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< p > for this reason, Lu Zhenwang, a consultant at Wan Qing, said that because the sales of Taobao brand "double eleven" this year were not ideal, and a large number of stocks were overstocking, Tmall chose to join the "double two" so that businesses could clear up the stock. "CEO"

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< p > then, is it better to get a large seller of traffic? Not necessarily.

Cao Lei, director of the research center of China a href= "http://www.91se91.com/news/index_f.asp", "e-business < /a >, told reporters that" the cost of buying traffic by large sellers is very high. Generally, 10% of the estimated sales will be spent on advertising.

But sales promotion is originally very thin, so big sellers can't make much money. "

"Double eleven" Tmall sells a leading a href= "http://pop.sjfzxm.com/popimg/fz/index.aspx" > women wear < /a > brand, which means that even sales promotion is only for break even, just to win word of mouth and sales.

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< p > < strong > consumers will still be "shopping"? < /strong > /p >

Less than p sellers feel more powerless than most sellers.

Shanghai netizen Yu told reporters, "this year's" double eleven "period bought something on the Internet, the results later found that the price is cheaper than" double eleven "that day, and now is not so excited about the promotion of e-commerce.

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< p > to this, Cao Lei thinks, "after seeing more false propaganda and accustomed to frequent promotion, consumers are tired of consumption.

From this perspective, consumers are becoming more rational and mature and not easily fooled.

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< p >, and the overdraft of the electricity supplier's "double eleven" war can not be ignored.

According to AI data, the size of China's online shopping market fell by more than 17% in the first quarter of 2013.

Reporters compared with nearly four years data, although the first quarter of the year, online shopping data has a slight fluctuation, but such a sharp decline is the first time.

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< p > "although every promotion effort is large and small, consumers spend so much money that there is no budget for them."

Cao Lei said.

Therefore, even if there are "hot blooded" consumers, many of them are also constrained by wallets to reduce procurement.

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How long can p < < strong > artificial labor continue? < /strong > < /p >

< p > before "a href=" http://www.91se91.com/news/index_x.asp "double eleven < /a > oppression, then consumers are weak, so we can not help asking, how long can the artificial" double two "last?

< p > for this, Jia Penglei, editor in chief of the billion state power network, said that although all the major businesses are doing "double two", the energy invested obviously can not be compared with the "double eleven" ratio, at best, it is an ordinary promotion of network business.

The purpose of promotion is to attract more new users and increase the attractiveness of the platform.

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< p > while Cao Lei sees the "double two" as the year-end sprint of the electricity supplier. "For the electricity supplier, it is necessary to improve the performance through promotion at the end of the year. The listed company can produce a satisfactory annual report, which can attract more investment."

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< p >, so even if it is deeply influenced by "double eleven", the "double two" drama will still be sung.

However, for the electricity supplier, the development mode of losing money is crying out for pformation.

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< p > Cao Lei and Song Yang, an international analyst at former Analysys International, respectively, said that the operation cost of the current electricity supplier is even higher than that of the physical store. If the overall cost of logistics and management is considered as a whole, the operating cost of most online platforms is 10 to 15 percentage points higher than that of the offline ones.

Through frequent promotion, though it can make the electricity supplier bigger, it is difficult to ensure that the platform goes further.

How to find a steady development mode after the noisy labor is the most important thing for the current electricity supplier to consider.

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