Luxury Electric Providers Also Hope To Borrow "Double 11" Of The East Wind.

The competition between the commodity platforms is a good thing for high-end brands. In order to attract high-end brands to participate in sales promotion, platforms have come up with resources. BOE said that Jingdong will exempt some of the clothing business shops from the fees related to Jingdong warehousing and Jingdong distribution, including high-end clothing and luxury goods. In addition, Jingdong will provide a marketing solution including advertising for friends circle, close to target consumer groups, for high-end clothing and luxury brands that are willing to join Jingdong and Tencent strategic cooperation projects.

Compared with the US retailers' entry into the Chinese market in the name of "black Friday" last year, Farfetch has become more localized in the promotion strategy. The UK based fashion buyer business operator opened the office to Shanghai earlier this year, and announced that the "double 11" offered a discount of 22% on the order price (22% off), and at the same time waiver the postage.

Obviously, Farfetch hopes to take this opportunity to attract new customers in China. "We usually think that foreign electric providers, especially those who sell luxury goods, are very cold, but we don't have to be cold. They can be cool. Double 11 It's a way to narrow the gap with Chinese consumers. Farfetch China responsible person told the interface news.

Similar to the attitude of other high-end brands involved in double 11, Farfetch also disagreed with the equality between "double 11" and low-end products. Farfetch China's responsible person said, "double 11 may have started at a relatively low price, but we do not agree with the low grade." In her view, double 11 is like Christmas in the west, but the public's impression still needs time to turn slowly.

Because the price of Farfetch customers is relatively high, it is difficult to make orders. Consumer The desire to grab goods. To stimulate people's desire to consume, Farfetch has produced a HTML 5 game that can be shared in the circle of friends, and will continue to offer 11% (11% off) discount within three days after the end of double 11 (i.e. 12 -14 days).

However, participation in the "double 11" is not a solution to publicity and pricing issues, but also to cope with the huge volume of traffic that may flow in the instant. Farfetch establishes the CDN (content distribution network) to make the spanmission faster and more stable, and improve the response speed of users to visit the website when the network is congested.

Since 2009, when Alibaba successfully created the Internet Shopping Festival, which was originally popular in Chinese universities in November 11th, other e-commerce providers are also trying to replicate the success. For example, in 2010, Jingdong will also conduct a series of promotions on the annual anniversary of June 18th (short for "618").

But the most powerful is still the "double 11". Accenture's shopping season consumption survey shows that 65% of respondents consider "double 11" as shopping day, while only 4% think that "618" is shopping day.

The concept of "double 11" has long been not exclusive to Alibaba. Although last year's "double 11", Alibaba once declared that it had registered the "double 11" trademark and authorized Tmall to use the trademark exclusively, and no other company organization could use it. In October 26th's "double 11 Carnival" conference, Jingdong not only announced that it would extend the front line to 11 days, from November 1st to November 11th.