[PConline Talk] The 51st Handpick Festival has only been in the past few days and I don't know what your record is. If you're not happy enough, it will surely make you hurt and happy. Because of the large and small traditional festivals and man-made shopping festivals that follow, various promotional discounts will impact your wallet. Really want to ask, really want to face more than a dozen waves of promotional days, how much money will it take to be happy? Waiting for wages, Xiao Bian can only sigh quietly...
Holiday promotions are originally intended to bring consumers concessions, but shopping festival too often for consumers, but rather "shopping robbery", more prone to buying anxiety, fear that once the miss will no longer have such a discount price. At the same time, many shopping festivals have a great deal of preferential treatment, but they are tricky. Last year's year-end promotion of home appliances, colleagues took the opportunity to buy a smart TV, the price did not cheap, just sent more than full coupons and coupons, but the full use of low-price tickets is higher, coupons are only limited to specific products, sum up Words: There is nothing Luan to use.
Do not want to have to do promotions
Holiday promotions are understandable, and consumers are already accustomed to the pace of this sweeping. However, with the rapid rise of online shopping platforms and increasingly fierce competition in various industries, traditional holiday online and offline joint promotions have not been able to meet their needs. Tmall "Double 11" has become the most successful example of man-made shopping festival. Therefore, the festival of artificial shopping has been increasing, and some have even exceeded the importance of traditional festivals.
Just after May Day, major home appliances manufacturers have already begun to move to the next battlefield. Originally, frequent promotions were not a good thing for the home appliance industry. Although they could improve performance, profits also decreased with promotion efforts. But they have to admit that promotion is a more effective way to create good performance and increase competitiveness. When other people in the industry are crazy promotions, doing nothing is just a matter of time, so promotions have become very passive for home appliance manufacturers. The way.
Home Wire Shopping Festival: Beautiful Brand Day
The household appliance industry has inevitably become involved in this “promotion†wave. The current situation is that, in addition to the traditional holidays and the shopping festival promotion of the e-commerce platform, many home appliance manufacturers have begun to have their “carnival daysâ€. Starting from May, the peak season for home appliance sales has already come. All home appliance manufacturers will not miss any opportunity that may create good results. The author also briefly listed the following home appliances related promotion festivals for more than half a year. At first glance, they really frightened and felt that they were holding their wallets in silence. .
Is it a bit surprised? Unconsciously, suddenly there were so many shopping festivals in one year. There are regular warmth-style holiday promotions such as Father's Day, Mother's Day and Tanabata. There are the highlights of traditional festivals such as Mid-Autumn Festival and National Day. There are man-made shopping festivals such as 520, 618, and Double Eleven. There are also Thanksgiving Day and Christmas Western traditional festivals. As well as Black Friday's Haitao Party Carnival Day, it fully covers online and offline shopping and Haitao shopping.
How will National Day Golden Weekly People “buyâ€
In the second half of the year, the National Day can be said to be the most representative of the statutory holiday promotions. National Day Golden Week is not only the peak season for tourism, but also one of the biggest festivals for sales promotion. It is also the golden week for the most important rush sales of home appliance industry. In the seven-day holidays, the online e-commerce platform and home appliance store were very hot. Moreover, after the end of the Golden Week, National Day Golden Week performance reports of major data research institutes and home appliance manufacturers have fully demonstrated that the National Day holiday is a “golden†week!
Chinese people go to Japan to buy: Small household appliances like rice cookers are favored
In addition to the hot scenes in the country, people began to notice from the beginning of last year that although the promotion efforts did not diminish during the National Day, the results of home appliance market feedback have already shown signs of weakness. In addition to the purchasing power consumed by frequent promotion, there is a part of the reason that more and more people prefer to travel and shop abroad. In 2015, Chinese tourists "buy" Japan, especially household appliances such as rice cookers and smart toilet lids. Japan's major home appliances stores also set up shopping areas for Chinese tourists. Please hire a qualified Chinese shopping guide. Do not know this year's Golden Week, where will it be the favor of domestic tourists?
Tmall's "Double 11" turnover exceeded 100 billion.
As a relatively calm otaku, for the Tianda discount is still more able to hold, so what, what is the double eleven clouds. However, I will still pay close attention to the various transaction dynamics of the Double Eleven. In 2014, the final turnover of Taobao Tmall's Double 11 was RMB 57.1 billion. In 2015, the turnover of Double 11 was over RMB 91.2 billion, an alarming increase. By 2016, the turnover of more than 100 billion yuan should be completely lost, not to mention the fact that Double Eleven has seen it become a global festival.
This year's double 11 turnover is worth mentioning 100 billion
The Taobao Tmall Double 11 is the most successful man-made shopping festival. It is generally acknowledged that its momentum has completely surpassed the National Day Golden Week and the Spring Festival. Even more frightening is that this is only a transaction on the e-commerce platform. On such a good day, the e-commerce platforms such as JD.com and Gome.com will naturally not allow them to enjoy the exclusive service. On November 11, it became a common large-scale promotion day for all e-commerce platforms. For home appliance manufacturers, this day is also the best time to create sales records.
Christmas, Black Friday and other Western festivals are popular
In addition to domestic holidays, with the deepening exchanges between Chinese and Western cultures, more and more young people like to follow the Western culture and pursue Christmas romance and Thanksgiving warmth. So, just at the end of the promotional day, when there is more, Thanksgiving and Christmas Day are warmed up in advance for the New Year's Day. On Christmas Day, the Christmas tree and Santa Claus dolls of major shopping malls can be seen more. The e-commerce platform is completely decorated with Christmas reds and snowflakes.
With the increasing degree of online shopping, ordinary online shopping methods seem to have failed to meet people's needs. The increase in the convenience of global express delivery has also made more and more people become Haitao owners, because foreign things are cheaper. In addition to brushing Weibo, a circle of friends, a new way has also been added - brushing and shopping guide websites such as "Value" and "Zhang Auntie". Black Friday is getting more and more attention at home in this context. The Black Friday is a shopping festival in the United States. The major e-commerce platforms on the day will be launched with great efforts for promotion, similar to the domestic Double Eleven. Black Friday can be said to be the carnival day of Haitao family.
Is promotion really cheap? Still have tricks
All promotions are under different degrees of discounts, so that consumers feel that they will be willing to pay for the cheap, but the promotion is really necessarily cheaper? Of course, since it is natural to have promotional offers, it is not necessarily all that is cheaper than the original. Double 11 is a well-recognized shopping festival and has attracted many consumers to stay up late. After the double eleventh, the National Development and Reform Commission issued the first "double 11" credit evaluation report, pointing out that the price of three-quarters of best-selling products rose first and then fell, and that the actual price of more than 50% of commodities rose.
Many users who experienced double 11 have expressed the price
During the double 11th period, household appliances accounted for a large proportion, and the sales records of home appliances were different in Tmall, Jingdong, Suning and other e-commerce platforms. Of course, we must admit that there are indeed many people on the Sept. 11 who can buy very favorable products. However, there are still many products whose price rises first and then drops even higher than the original price. This is an indisputable fact. From the netizens' feedback on the Double Eleven, we can also see that many netizens have also found that they are tricky.
In addition to the price increase after the first drop, the other is also the form of coupons mentioned earlier. If it is a full-category coupon, it is in fact no different from cash. And it is precisely in the face of seemingly tempting offers that are returned with a lot of restrictions on the threshold of higher full coupons or coupons for specific products. General home appliance products cost thousands of dollars at a time, unless you just need it, otherwise these coupons may not be as good as a few scraps of paper in your hand.
The frequent promotion of home appliance industry is in advance overdraft market
Unlike mobile phones and other electronic products, home appliances are necessary for every family and the update cycle is slow. Market space is relatively stable, and frequent promotions will only consume the market purchasing power little by little. Major home appliance manufacturers compete for market share first, and shopping festival promotions become a common method. Whoever does not participate in may lose more market interest. The decrease in the cost of promotion will likely affect the development of offline dealers and even cause them to lose their enthusiasm. Appliance makers are in a dilemma, and the obvious choice is still to continue to promote.
Last year's National Day Golden Week appliance market "cold"
From the perspective of consumers, sales promotion can bring relatively favorable prices, but personal purchasing power is limited. Few people will frequently update their home appliances. All kinds of shopping festivals consume even overdrafts of their purchasing power, resulting in fatigue. From the performance of the National Day Golden Week last year, it can be seen that the large and small promotional activities in the previous period have already met the purchasing needs of many consumers. The relative coldness of the National Day Golden Week is also justified. This is not just the home appliance industry. The situation exists.
Increasing price war
In addition, in the competition of home appliance manufacturers, the price war is the most common, and the promotion of various shopping festivals will inevitably further exacerbate the price war. The ongoing price war is not a healthy development. Cost-effectiveness reduces product profits, and it is likely to sacrifice a certain quality or service. When consumers have started to produce higher-quality products rather than cost-effective products, the impression of “cheap products†that have already formed cannot satisfy their needs. Therefore, overseas buying and Haitao are another choice for them.
Summary: Buy the most affordable product when it is most needed. This is the attitude of the average consumer. Frequent holiday promotions and man-made shopping festivals have already begun to deprive many people of consumer rationality. They emphasize heavier prices rather than actual needs. As a result, the actual value of things bought back is not fully reflected. The competition in the home appliance industry has been intensifying. Promotions simply cannot stop. Wave-by-wave promotions are still attracting consumers to jump pits. There are more “funny†appearances. As consumers need to see more than just rational consumption, they need to see sales promotions. Whether it is true or not, it is impossible to avoid the "shopping robbery" loss or even regret it. In short, before the arrival of a new shopping robbery, Xiao Bian reminded everyone that rational consumption!
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