E-Commerce Site "Sales Promotion" Into Crazy Has Become "Robbery"

Less than P, how many sales achievements from Jingdong, Taobao to Suning and so on? How many sales achievements did they get from the promotion of sales promotion? They became crazy. The e-commerce website also complacent a few years ago and announced the "pcript" of the festival. Now, after the so-called online shopping carnival, the sales results remain silent. Users are so hard that the businessmen complain, sooner or later, they will become the disaster of the electricity supplier.

Li Yihai, an invited author of titanium media, was interviewed by the editor of titanium media: < /p >

< p > the newly opened "Suning 8. 18 strongest color TV month" is the seventeenth so-called "electricity supplier Festival" that Xiaoli girl will go through this year.

Xiaoli, an office in a state-owned enterprise, didn't even think about the meaning of these words when he saw the news. He slipped down the screen. "Now I can't wait to see the iPhone5s lottery in micro-blog. I don't even want to move my fingers.

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< p > in the past 6th anniversary shop celebrates in the past July 11th, although the subway station was full of sexy billboards, Chen Yao was always holding the bow to shoot the billboard, but Xiaoli remained unmoved. Even APP did not even open the shop one month. It was not that Chen Yao was not pretty. The shoembox in Xiaoli's home also showed that she did not like shopping, but that the consumers had been tired of the promotion of the electronic business.

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< p > < strong > < a > href= > http://sjfzxm.com/news/index_f.asp > > /a > once a month. Users are very hardworking. < /strong > /p >

< p > according to statistics, from "inter year, 1314 together, giving red envelopes coupon" to "Valentine's Day", then to the traditional promotional feast "51 gold (gold store) week" and then to "decisive summer hot summer", and finally to today's "818", only suning.com home appliance website has been launched in August as the name of the festival in 9 major promotional activities! Nine times, the average is equivalent to a monthly section.

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< p > "whenever my aunt is coming, I know that Suning is going to sell again," Xiao Li said.

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< p > if you add the big promotions such as shop No. 1, jumei.com, Jingdong, Tmall, Gome, Dangdang and Amazon and so on, such as the large-scale promotions such as celebrates, so-called feedback users, and even do not mention the little promotions that are not worth using public relations resources, Xiaoli said, the e-commerce website has almost realized the dream of childhood for everyone.

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< p > but < a href= "http://sjfzxm.com/news/index_f.asp" > consumer < /a > does not seem to enjoy such a daily holiday.

Suning.com's 6 / 18 promotion from 2012 to 2014 speaks with percentages. Although it is too big to promote websites, it still claims to have an exaggerated increase every year.

Similarly, in 2012, the Jingdong 6. 18 disclosure of data showed that the full day valid order was 1 million 500 thousand.

And the 2013 (2013 franchised store) year of the Jingdong data showed that in June 17th, effective orders were close to 2 million.

After 6. 18 this year, Jingdong did not provide all sales.

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< p > Why do companies no longer disclose their pcripts after listing? The reason for this is worth pondering.

This can not help but recall that in 2012, Jingdong mall revealed its actual sales volume of 21 billion 200 million yuan last year at the launch conference in Hongkong at the end of May, while the number of Jingdong announced was 30 billion 900 million yuan.

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< p > Liu Qiangdong once issued a micro-blog in 2012 when 618 people questioned Jingdong's sales cost, saying that "data fraud is the industry's open secret."

Therefore, we can imagine the effect of holiday marketing.

And a social survey also shows that when the sales promotion activities of these electric providers are known, 71% of consumers can no longer afford the impulse to look up.

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< p > < strong > > a href= "http://sjfzxm.com/news/index_f.asp" > embarrassment < /a > the "build up" imitation tide < /strong > /p >

"P" and on the Internet, Xiao Li's shopping impulse began in 2012, and it started in November 11, 2012.

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< p > that is quite a busy day.

Under the influence of Tmall's 3 billion 360 million sales in 11 years, almost all the business activities have been mobilized from online to offline.

It is no longer a festival of e-commerce. It is a holiday for consumers. All netizens are carrying on holiday carnival.

Xiao Li's deepest impression was that the mother who had been leading a square dance was clamoring for a new recorder on this day.

Tmall completed 19 billion 100 million of its sales that day, which shocked all sales industries.

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< p > Tmall's amazing report card has made every new and old electricity supplier realize that a promotion can really make an electric supplier, but they have learned only one of them.

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< p > Internet subculture has infiltrated into the hearts of netizens imperceptibly.

Singles Day in November 11th is a popular holiday in the Internet subculture, but singles day does not have a well known way to celebrate. The double eleven Shopping Festival "just happens" on that day, and shopping just happens to be in line with the content of Internet subculture. Ali is just the marketing leader and industry leader, driving the rest of the industry in the industry.

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< p > "but now we can see that in addition to Gome's 83 men's day, it's a little bit more interesting than that. 618, 818, it's just that the number is pretty lucky. The electricity supplier is only in Handan's toddler."

One industry insider said.

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< p > "they only saw the aura of Tmall, did not see all kinds of support behind Tmall, Suning is a typical representative."

According to Xiaoli's words, sunning's number of festivals this year has caught up with her aunt, but the problem of website construction has been troubled.

In August 2012, the website was paralyzed during the celebration, and the website of the website in 2013 August was frequently paralyzed. In 2014 618, the so-called "phased" data jam occurred, and the IBM trillion scale platform could not escort Suning.

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< p > on the other hand, express speed and poor after-sales service have also been criticized by consumers. "Su Ning post bar has become a netizen's Crusade for Su Ning's base area for some time."

Zhang Jun, who was beset by this problem, said that the TV he bought on suning.com in early 14 had been waiting for more than ten days, and the customer service phone would be hung up. Later, Zhang Jun found an organization in the post bar and was forced to become a Suning black.

For Suning, the original words of netizens are used: guns are not good enough, so what is the use of charge? < /p >

< p > < strong > marketing is the product of the last era < /strong > < /p >

< p > "consumers do not pay the bill is more important because the sales promotion is too much, such as an electric provider subsidized a lot of money for the product, the original price is 499, the subsidy is 299, and the input price is 399, so the collusion between the retailer and the responsible person will be able to put all the goods down and wait for the festival to pass."

An electric business insider disclosed.

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< p > the false sales promotion has made Xiao Li completely disbelieve the so-called "welfare" of the electricity suppliers. They have been out of stock for no reason. After the price adjustment, they have discounted, restricted the purchase of red packets, and sold the OEM products. These little Li have gone through more than one time. Xiaoli personally participated in the "marketing fraud" of the Beijing Soviet war.

Bu Guangqi, CEO of 3C e-commerce website, pointed out on micro-blog at the beginning of the price war. The Jingdong engaged in suing war and Suning was exactly the same as last year's provocation, and beat the advantage of others with its own short board, which damaged 100 of the enemy's 8000.

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Xiaoli, who is looking for cheap household appliances, soon found that the commodities on the two websites were not much cheaper than those of P.

One of the reasons is that Jingdong and suning.com have very few identical products, and consumers can not compete at all.

There were 9 kinds of merchandise checked by the media. The highest coincidence rate was found in the goods, but 50%, while the lowest one, such as Haier air conditioner on the Jingdong mall, had 48 models on sale, 41 on suning.com, but only 1 of the coincident models.

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< p > "this is a naked discrimination against consumers' intelligence quotient."

Xiao Li is still indignant at the mention.

Lu Zhenwang, an electricity supplier observer, believes that the price war is actually a public relations war, and the "price war" gimmick has led to consumer attention, stimulating consumption desire and consumption power, and has become the standard method of electricity supplier.

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< p > as for businessmen, we really have no regrets about following the boss's sales promotion. We have to return to the essential meaning of promotion.

In the early days of promotion, the significance of promotion is mainly to clean up inventory by activities.

When brand operators regard online sales as an important sales channel for enterprises, they have a strong contradiction with the increasing number of promotions on the electronic business platform.

This contradiction intensified, contrary to the intention of the electricity supplier to promote sales.

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A statement such as "P", the famous essential oil brand "AFU", may represent the complex mentality of businessmen: < /p >

< p > "in view of the fact that Jingdong mall locked up our backstage, it forced the businesses to do bad sales promotion, and we talked all day, even the lawyer's letters were issued, and Jingdong did not listen to it.

AFU brand now officially declares: "withdraw from Jingdong!" in 2012, when double eleven Jingdong wanted to carry out holiday promotion, it forced the Internet brand AFU essential oil to offer discount sales, resulting in the withdrawal of AFU essential oil from Jingdong.

"This kind of thing is more aggressive in the industry."

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< p > these "festivals" are also destroying China's electricity supplier industry as a whole.

The electricity supplier industry has always been a symbol of low-end and cheap in China. For example, jumei.com, most of the high-end cosmetics brands are unwilling to authorize the root cause of their brand image.

In 2012, Suning, Jingdong, Gome's price war, price deception also attracted the attention of the government regulatory authorities.

"If WAL-MART and Carrefour supermarkets do promotions and price war as a normal competitive means, they will only cause irreversible damage to their image and are not conducive to their long-term development."

Speak highly of it.

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< p > in short, marketing is traditionally used by businessmen in traditional society and is the product of traditional society.

The electricity supplier has moved it hard to the Internet as a weapon of war. Even though it has been optimized, the Chinese soldiers at the end of the Qing Dynasty, even in the face of aggression against capitalistic countries, even though they were aiming at the bow and arrow with infrared rays, they also failed to shoot foreign guns.

It is the kingly way to think about the marketing in the Internet age with the brain of the Internet age.

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< p > < strong > thinking with the brain of the Internet age < /strong > /p >

< p > Luo Zhenyu said that the core power of the future business is the community. The Internet age is the age of the community. The Internet is a part of our body and an extension of the body and mind. Even though people are far away from each other, they can connect with each other anytime and anywhere because they are related to each other. Just like a village, the relationship in this village is built on the basis of mutual trust. The information sent by the village head or even an ordinary person in this village will be quickly responded to by others in the community.

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< p > Luo Ji thought made an Internet publishing experiment. Luo fat village chief put his selected books in a bag, and did not tell the users what books they contained in advance.

As a result, 8000 sets of 499 yuan book packs were killed in 90 minutes. This speed has made the Dangdang and Amazon amazed for years.

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< p > "if you can find Han Han to pick up several books and put them in a bag, it will be very effective."

Speak highly of it.

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< p > Music vision is just looking at this point. Taking out ten super TV and Luo Ji Thinking for cooperative marketing, it achieves the effect of two birds with one stone.

The influence range of Luo Ji's thinking reaches 1 million people, which can greatly improve the popularity of super TV and music. On the other hand, Luo fat has endorsed super TV personality, which is equivalent to Luo fat's stage image spokesman for super TV.

Music as a result of the use of Luo thinking marketing effect even better than Suning heavy gold to create the "strongest color TV month".

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< p > in the future society, every consumer exists in a community, or anime, mobile phone or reading.

The desire for high value among consumers in the community has replaced the pursuit of low prices.

And the products made by Internet thinking, such as super TV with Luo fat's cooperation, as well as the newly released millet bracelet, insist on the Internet thinking of "service and content oriented, hardware and channels supplemented", so the price has been low enough for users to accept. They have won the favor of consumers with outstanding performance price ratio, and do not need to reduce sales promotions.

Peng Gang, senior vice president of TV, pointed out that users in the Internet era are more concerned about the value of products, and pay attention to the practical significance of products to users, and even pay attention to whether users can participate in product creation.

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< p > in such a trend, the so-called "strongest color TV month" is a traditional mode of out play. If excessive price reduction is promoted, it will enter a "dead end" and eventually "harm others and harm themselves".

If the electricity supplier blindly marketing in the form of price reduction, "can not afford to lose", Internet cosmetics AFU and Jingdong's resentment will be staged again.

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< p > in the next few days, Xiaoli will not take part in Suning 818, Gome 83, jomai's return to the festival, but she is happy to grab millet bracelet, "grab it to show off," Xiaoli borrowed an advertisement to end the interview.

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< p > LUO fat said that the Internet is a reshaping of traditional society.

For marketing, we should also separate the marketing from the Internet level to rebuild it, not just changing the vest, but changing the body to get it out again in the business circle.

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< p > who will seize the opportunity to take the lead in breaking the electricity business brutally.

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