Low Price Promotion Of E-Commerce, No Prospect For Rich Scenery, Cold Thinking Behind Double Eleven

1 days, 19 billion 100 million, this is the "double eleven" day Ali's Tmall and Taobao almost crazy sales figures.

Consumer shopping, business rush sales, electronic business platform earn full pot, but after crazy, but more need calm thinking.

Double eleven has become a significant watershed of the electricity supplier industry, and the feast of the Internet business has also brought a lot of impact and impact on the traditional retail industry.

Overdraft consumption: opinions vary from one side to another.

According to the monitoring report released by the online shopping website "help 5 buy", on the day of double eleven, the number of products sold online by eight B2C businesses in the whole network exceeded 2 million 200 thousand, and the coverage of promotional products exceeded 80%.

The number of cap products exceeds 900 thousand, ranking first in the whole network.

According to Tmall statistics, Tmall JACK&JONES flagship store and camel

Flagship store, all friends flagship store three stores daily sales exceeded 100 million mark.

Electricity providers and businesses are busy counting money, and consumers' purse has been shrunken. Many consumers have made the winter clothes and new year's goods ready by this opportunity.

This also causes the industry to worry about users' excessive overdraft consumption, and even in the next time, the sales volume of electricity suppliers will drop sharply.

Du Zijian, a social media marketing researcher, thinks that 19 billion 100 million brings the whole industry with the influence of aggression and overdraft. It takes 3 months or more time to recover.

Besides Taobao Tmall, the sales volume of other electricity suppliers will drop sharply, and consumers' desire to buy will also enter a period of adjustment.

But for overdraft consumption this argument, independent electric business analyst Li Chengdong holds different views.

"Double eleven will not happen in the so-called cold winter sales period.

Although the figure of 19 billion 100 million is very high, promotional items are mainly based on high-end brand clothing, and the average unit price is higher.

If it is really converted, sales will not reach saturation point. "

Li Chengdong told reporters that the double eleven promotion has an impact on the subsequent sales of e-commerce, but it does not appear to be saturated consumption.

"Considering the real quantification, there is a big gap between the sales volume and the consumption gap. After all, the consumer base is too big."

Electricity supplier pattern: independent B2C marginalization

Tmall and Taobao 19 billion 100 million yuan trading volume enough to look up to the crowd, the industry about Taobao Tmall alone voice.

But Li Chengdong believes that the future pattern of electricity providers is not Taobao's dominance, but will coexist with more electricity providers.

"Taobao in clothing,

These non-standard products have their own advantages, but in the appliance, 3C and other standard products and department stores, the market will be B2C.

Li Chengdong told reporters that the current electricity supplier is still in the stage of high growth, and in the home appliances, 3C digital and other standard products market, B2C has its own unique advantages.

And Taobao in the payment, logistics, user experience is far less than B2C class mall smooth, the future electricity supplier pattern is bound to be a number of electricity providers coexist, diversification trend.

But at the same time, he also judged that after the double eleven, the living environment of the independent B2C electric providers such as Cobb and red children has become narrower and the market influence is also weakening.

"The frequency of repeated consumption of products sold by independent B2C providers is too low, but the cost of users continues to rise and profits can not be mentioned.

Under such circumstances, the market influence of independent B2C has become weaker and weaker, and may even be marginalized.

Unless it abandons its own official website operation, it will be the only way out to cooperate with the third party platform.

"Help 5 buy" CEO Yin Rujie told reporters that the domestic vertical class independent B2C is currently encountered great difficulties, especially with the double eleven and other price wars frequently occur, users follow the price, vertical class B2C is difficult to really retain users.

Moreover, the positioning of Tmall brand direct flagship store also makes vertical B2C worse.

"But for a specific field, Seiko vertical B2C, focusing on improving the user experience of the independent class B2C still has a way out."

Traditional retail opportunities are still online.

19 billion 100 million, after the declining trend of traditional retail industry, this figure undoubtedly hurts them even more.

Under the current market environment, traditional brands and traditional retail businesses are under heavy pressure.

"For traditional retailers, the advantage of online has been completely grabbed by e-commerce and brand flagship stores, and there is hardly any room and opportunity.

Some traditional brands have gradually focused on online, and have opened online flagship stores on the third party platform, and this will also continue to affect the whole industry chain.

There has not yet been a case of offline retailers doing online success, like the pformation of Suning to the Internet.

Li Chengdong said, "if traditional retailers choose to continue to widen their channels, there may still be a turning point."

Now it seems that the whole industry chain is directly from production to sales process.

There were layers of links between production and sales, but the intermediate channels between them will gradually fade or disappear.