Mobile Phones Are Not Only Low Price Data Display, Dual 11 Mobile Shopping Mainstream

Among them, the mobile terminal

Turnover has accounted for 48.4% of the total turnover, and mobile phones have become one of the largest goods sold in double 11.

Mobile shopping is becoming mainstream

Tmall platform data show that as at 7:36 on November 11th, Tmall double eleven mobile terminal turnover exceeded 10 billion, of which mobile phone sales from mobile phones and other mobile terminals, nearly eleven times the 2013 double eleven day mobile terminal turnover, accounting for 48.4% of the total turnover.

This means that more and more consumers are directly placing their phones and paying by mobile phones, and the entire marketing process is complete on mobile phones.

As a matter of fact, the turnover of Tmall double eleven on mobile terminals has been rising all the way from 0:00 in November 11th. It only takes 75 seconds. The turnover has exceeded 100 million, and 7 hours later, Tmall mobile.

The turnover has been refreshed to 10 billion.

And in 2013, double 11, Ali mobile turnover was only 5 billion 350 million yuan a day, this year less than 1 hours to break through this figure.

The rapid rise of dual eleven mobile shopping in 2014 is also related to the full support of the big business platforms for the mobile business model.

For example, Alibaba set the whole group not only to attract users by mobile phone Tmall, mobile Taobao, Alipay wallet, high point discounts and other measures, but also mobilized UC.

Youku, micro-blog, Gao de map and so on are the most popular mobile phone applications to expand the mobile user's ability to reach users.

4G mobile phones dominate the category

From the total sales of eleven, mobile phones and other digital products are still the main products of online shopping.

2014 double eleven, mobile phone category, especially 4G mobile phone will remain the indisputable protagonist.

In the domestic mobile phone, millet (rolling information) glory of the two men's club is also particularly eye-catching, as early as before the double eleven, HUAWEI glory launched a massive double eleven "find Festival" promotional activities, and HUAWEI glory has become one of the strong enemies of this year's defending millet battle.

As the glory of HUAWEI Internet brand, a year after its independence, it has launched a number of honorable 6, glory 3X and other star mobile phones, and has launched a series of smart home products, such as smart bracelet, smart TV and intelligent router.

What is interesting is that whether it is from product planning, publicity strategy or pricing range, glory seems to be coming directly to millet. Even the price of HUAWEI's glory 6, which is intended to double eleven, is no more than two of the price of the eleven special edition of millet 4 pairs, which is obviously not "finding the price" but "finding the price".

Unlike Millet's strategy of "low" and "high", HUAWEI glory is honored by 6 of the high-end flagship models, and is also the world's fastest 4G mobile phone as the main player in the explosion. It adopts the strategy of "high" and "low", and the high-end machine acts as "explosive money".

As of 11:11 on November 11th, HUAWEI glory double 11 order has exceeded 680 million, compared with last year growth of more than 25 times.

In addition, in the dual eleven channel development, unlike millet, millet focuses on its own millet store and Tmall flagship store. HUAWEI glory has not only self operated channels, HUAWEI mall, HUAWEI Tmall flagship store, but also has cooperation with Jingdong, suning.com, 1 store and Yi soon, thus expanding consumer contacts. This platform mode has also become the reason why glory has made significant breakthroughs in double eleven sales this year.

This year's double eleven of mobile phone category continues to be hot. It also indicates the arrival of the era of "mobile electricity supplier". With the increasing popularity of smart phones, the location of the mobile phone itself is becoming more and more important, and the cooperation mode between mobile phone manufacturers and electronic commerce platforms will undoubtedly further deepen.

"Low price" is no longer a kingly way.

The "special price" of several double eleven e-commerce channels before 2013 is undoubtedly the most important reason to attract consumers to purchase, while in 2014 double eleven, although low price still can get the favor of many consumers, but in many factors that affect the consumer experience, the "low price" position has changed.

Consumers' purchase strategy of "brand first, price second" is becoming more and more popular.

Consumers are becoming more and more aware of the fact that the intensity of consumer experience is not the instant "joy for cheap" but also the subjective feelings in the whole process of the use of goods, including the "show off" in the personal imagination.

Consumers' psychological changes in online shopping are forcing the electronic business platform. After discerning the fact that today's online shopping consumers spend money not only to buy goods, but to buy goods simply, businesses can not afford to fight price wars even if they operate online, but their strategies will never be confined to price competition.

In fact, double eleven is dubbed "Carnival" itself, it also shows that consumers choose to shop on this day because the festival atmosphere is more attractive than the low price itself.

And HUAWEI glory and other brands are deeply aware of the psychological change of consumers. During the double eleven period, the concept of "looking for a pumping Festival" was launched in an ingenious way, focusing on strengthening the participation of consumers, and the participation of consumers in HUAWEI's glory activities seemed to be "looking for a smoke". But the real marketing gimmick is that consumers can draw cars or even pick up planes. The whole nation looks for "pumping" to strengthen the participation of people in festivals. At the same time, it is supplemented by the popularity of 6 such popular exploding models to help consumers, so that consumers can enjoy the low price financial benefits at the same time, get the psychological effect of "low price", and get the multi-level experience experience of Tesla electric test drive.

Double eleven in 2014, "brand first, low price second" has become a new consumption trend. This indicates that consumers of online shopping have become more rational and mature. This reason and maturity also urge the participation of "double eleven" brand, we must pay more attention to the consumer experience beyond price, and bring consumers more diversified and multi-level brand value.