' 6 18 Shopping festival ' for the Beijing-East in a few years ago, is the Taobao Double 11 shopping festival under the pressure of the coping strategy, and gradually developed into the Beijing-East in the year, the most sales, promotional efforts the largest activities. Promotional date in the past two years generally since June 1, children's Day began, 20th or so culminated. Last June 1 ~ 18th, the cumulative order of more than 100 million orders. During this period, consumers concentrated on June 18 for consumption, a single day turnover broke hundreds of billions of dollars. including micro-letter shopping, mobile phone QQ shopping platform, app Mobile terminal orders accounted for more than 85%, at the same time the growth of new users amazing. This series of 6 18 shopping festival assists out of success, enough to let other well-known electric dealers envy extremely at the same time on pins and needles. Shopping Festival Mountain Master Taobao, the cat first, in the double 11 after the election in this time period to follow up; Amazon, Suning and other platforms have already joined the group ' fight '.
Some unknown small electric business platform even offline entity stores also began to rub the hot spot to participate in, the scene is very stalemate.
Standing in the Yuwengdeli consumer's perspective, this is clearly the Leackage check season, the worst should be more than the day-to-day benefits, but comprehensive for the past few years, the 6 18 electric Shopping festival parties feel, especially the most important traces of internet shopping-buyers review, the fact may be a gap with our imagination. The shopping festival in the first price, then discounts, full reduction, this easy to let people see through the routine, the platform has been wary. Some electric dealers although also took out the high cost performance, the profit sees on the limited product to enter the war, but once opens sells, after a few seconds is out of stock the condition, does not open sells mostly is plays the top five or slightly many consumer side to enjoy the big lotto game. has been to the standard of the east of the electric business platform best use this recruit, angry consumer message consistent: ' * * not worthy to do the electric business. While the 6 18 originator of the Beijing-East Although the use of the first big efforts to let the accumulation of a certain market reputation, but its recent two-year shopping festival activities of the main strategy began to cause criticism, the most important feature is relying on limited to send coupons to thin out the profits of consumers. Whether the actual price of the commodity has been promoted before the coupon is issued regardless of the variety of coupons, the distribution of the random, the use of complex, not the general consumer IQ and time can match. Even more outrageous is, occupy a lot of time to squat, alarm clock does not know how many set up, some consumers finally get the coupons, full coupons, in the selected goods can not be checked, that is, not in use, and this range is not our usual sense of course, is entirely the decision of the East Beijing, It doesn't count if you say so. Devotion to the trust and preference of shopping behavior, but by the end of the play, so that such consumers unanimously commented Jingdong ' monkey playing '. And even if the coupon is not necessarily useful, the BoE plus user who pays an annual fee of more than 100, that is, paid VIP customers, Jingdong customer's ' core ' and ' elite ', the fortune of this, want to get coupons can only rely on the whole point to rob, a bunch of VIP in the lottery when the psychological activity is really a research impulse. There are also a number of third-party businesses in the shopping festival in spite of the ' coerced ' participation, but often in its shop home page ' mistakenly participate in activities, clap not shipping ' and so on these chaos, all let consumer chilling. Of course, consumers are not stupid, over the years after the shopping after a wave of large returns tide followed.
In addition to the consumer impulse, the platform for all kinds of "monkey" dissatisfaction must also be an important reason. The root cause of the business ' playing monkey ' is to expect to attract the biggest flow with the goods with the best price ratio at that time, but if all is this kind of cost-effective goods, the merchant is destined to be a meager profit. Cost-effective products can also earn a lot of money on the premise that the sales end of the full spread, with super flow, to achieve real small profits but quick turnover. This has to mention the original "Play Monkey" famous millet, now has the industry price ' butcher ' reputation, millet every one of the goods, its pricing enough to trigger the industry trembling, put aside mobile phone and television, refrigerators, washing machines and other common household appliances do not say, balance car, unmanned aircraft, sweeping robot, air purifier, fresh air system, etc. The commodity can enter ordinary people's home, depend on millet ' aggravating ' this point already is the consensus.
Although the millet product line is more and more wide, but the commodity is more and more not difficult to rob is the most gratifying change, the consumer returns by the flow, the millet in the capital market valuation also is flourishing. Electric business platform is keen to create a festival, but dare to consumers, especially the core customers without sincerity behind, in addition to stupid, but also may be a temporary financial resources, understaffed. Be criticized by consumers is also the focus of market attention, some people scold that there are people looking forward to.