PConline talks about the Chinese people are so loved the festival, since the community entered the Internet era, people have "created" many festivals through the community platform, such as the "confession day" on May 20, the "singles festival" on November 11, etc. Wait. Faced with so many artificial festivals, e-commerce companies with keen sense of smell have long seized the opportunity to take advantage of one after another shopping festival. Recalling the tepid sales of home appliances during the National Day and the frenetic buying and buying of the Singles, under the strong contrast of the two, the author could not help thinking weak and weak to ask whether traditional festivals really fought but artificial shopping festivals?
Annual sales of home appliances continue to boom
It can be said that 2009 is the first year of man-made shopping festival. Since October 1, 2009 and the Mid-Autumn Festival together, it has been the beginning of two festivals. On November 11 of each year, large-scale e-commerce sites represented by Tmall, JD.com etc. In this day, a number of large-scale discount promotions were carried out to increase sales, and gradually became the largest commercial promotion of the Internet in China.
Lynx 11.11 Day Shopping Festival
This year, just after the November 11 shopping carnival, the major e-commerce platforms have once again achieved great success. Ali Group announced that the daily turnover of the Singles Festival reached 91.217 billion yuan, an increase of 59.7% over the same period of last year (from the year of 2009 to 15 years, the transaction volume of the Tmall Singles Festival was 100 million yuan, 936 million yuan, 5.2 billion yuan, and 19.1 billion yuan respectively. 350.19 billion yuan, 57.1 billion yuan, 91.217 billion yuan).
Jingdong, another giant in e-commerce, subsequently announced its record. The orders for Jingdong home appliances doubled on the same day compared to the same period last year, and the unit price of passengers increased significantly. Air-conditioner categories doubled year-on-year, including inverter air conditioners, which accounted for 70% of the total; 4K ultra-high-definition televisions increased by 330%; refrigerators and washing machines increased sales by 180%; water purification equipment sales increased by 240. % or more; dishwashers increased by more than 400% year-on-year; sweeping robot sales increased more than three times year-on-year.
Jingdong Shopping Festival
With the exception of 11.11, June 18th and December 12th each year are national shopping spree festivals. It can be seen that in order to increase sales, the e-commerce giants are really squeamish in making shopping festivals, and they can ensure that every consumer can pick the products they need. On the other hand, some traditional festivals such as the National Day and the Mid-Autumn Festival, although the e-commerce platform is also subject to some price cuts for home appliances, but consumers’ response to this has always been tepid. Maybe people are in these We are busy going home to visit relatives during the holiday season!
Similar to this carnival, it has a herd effect, standing in the consumer's position, in the face of price cuts and discounts on e-commerce platform, consumers always have a kind of "do not buy a deficit" idea, looking around Friends are constantly cleaning up the shopping cart, and the internal self-centered mentality is once again triggered. Then, the month starts the “eaten earth modeâ€.
Why is this happening?
E-commerce platform and major manufacturers make concerted efforts to promote
PConline's Shopping Festival Promotion
High sales can not be separated from vigorous publicity. In each of the most important man-made shopping festivals of the year, the major platforms and manufacturers will invariably engage in publicity activities. Attentive friends will find that every time before these shopping festivals are approaching, e-commerce platforms and manufacturers will launch a series of promotional advertisements on the landing pages of major portal websites and IT websites. Also rushed forward, is about to let you know that the shopping season is coming, please prepare the banknotes!
Sina Portal's "Double 12" Promotion
Therefore, it is not difficult to understand why there is such a big gap between the traditional festivals and the artificial shopping festivals in propaganda.
Traditional festivals tend to visit relatives, artificial shopping festival pure shopping?
There is a poem cloud, and every time the holiday season is pro. Whenever a traditional statutory holiday arrives, including the author, I believe that most of the salary earners will think of coming home to visit relatives or friends. After all, they have been working for a period of time. There are rare free holidays, of course, to go outside. Instead of blindly browsing Tmall on Jingdong.
Traditional holidays are more like parties?
For the "festivals," which are purely for shopping, such as Double 11 and Double 12, their meaning is to attract more consumers to come to the shopping, and they are not themselves a festival. It is just that merchants make products based on gimmicks. The model of consumers on this day is basically “work in the daytime and shopping at nightâ€. Therefore, on the day of these shopping festivals, consumers’ attention can be more focused on the purchase of goods.
Moreover, traditional festivals are less powerful than those of the shopping festivals such as the Double Eleventh and Double Twelve, and they are not as strong as the latter. According to the custom of “traditional festivals tend to visit relatives and friends, pure shopping at shopping festivalsâ€. It is not difficult to understand why the sales of traditional holiday home appliances are not as hot as the Double Eleven.
Shopping Festival is too frequent and causes consumer fatigue
There are basically several hot selling points for home appliance sales: Labor Day, June 18, Mid-Autumn Festival and National Day, November 11 and December 12 and on the eve of Spring Festival. As can be seen from the above several points, these shopping festivals are very cleverly stuck in the middle of the holidays, as mentioned above, shopping festivals tend to be stronger than the holiday season, again, before the holidays, Consumer demand has long since been released by the previous shopping festival. This can easily lead to consumer fatigue.
Shopping Festival caused consumer fatigue?
Moreover, every time after a holiday shopping season, consumers’ wallets are often “strengthened†and need to “rest†for a period of time before they can regain their combat effectiveness. Therefore, the holiday season can only be a minor one afterwards. For this, the author only has one idea, ask for the psychological shadow area of ​​the holidays!
Rational treatment of man-made shopping festival
Of course, consumption is good. It can stimulate production, increase employment, stimulate domestic demand, increase taxation, and so on. It is good for economic growth, especially when the economic development is not so prosperous. Consumption is a driving force for the economy. important. At the same time, this kind of carnival festival-style shopping is for consumers, because there are various discounts, activities, and if there is a good plan or luck, then you can buy a lot of cheap goods, saving consumer spending.
The e-commerce platform takes advantage of the flock effect of consumers
But on the other hand, shopping spree also has the negative effect that must pay attention to. For example, for a business, a large-scale promotion itself has a low profit, and there will be a light period after the promotion. Therefore, on the whole, it may not be of great benefit to the business. This is especially true for consumers. A large number of discounts will allow consumers to buy a lot of goods that they don't need. When they buy it, they feel that they are cheap and good, but buying a home may not be anywhere.
The more important issue is that consumers will always count on merchants, especially now that online shopping is well-developed. Generally speaking, shopping festivals such as the Double Eleven are often achieved through online shopping. Then, from the perspective of commodities, there are many Fake goods, shoddy goods, and services, the huge workload will inevitably reduce the quality of service, that is to say, whether it is the quality of goods or service quality, in such a shopping carnival are difficult to guarantee. So whether consumers are losing or losing, it is a very difficult thing to judge.
Shopping Festival Warm-up Promotion
Consumers are always right, this is true, but in actual operation, in this era of more developed media and far-reaching influence, compared to merchants, consumers are always losers. Therefore, it is still necessary to advocate rational consumption, not to be affected by all kinds of explicit and implicit consumption.
The author's summary: Prior to this, 11 or 51 was originally the peak of consumer electronics consumption, but it is estimated that this phenomenon will not be seen from now on. In fact, since the “Double 11′′ “Manmade Shopping Festival†has achieved great success, all kinds of “artificial shopping festivals†have begun to emerge in an endless stream, and the consumer needs of a large number of traditional holidays have gradually been drained to their respective designed consumption periods. In the face of turbulent man-made shopping festivals, companies must adjust their strategies in time to adapt to changes in the market, while consumers need to rationally view and rational consumption.
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