In recent years, in almost every year, 618 and double 11 and two e-commerce big promotion, the battle of Mi Yao is the focus of the mobile phone field. And two days ago, the Beijing 618 East Carnival of Tokyo East also officially ended, lasting for two weeks. The dispute of Mi Yao finally broke down, but the process was full of ups and downs. There were even two cases in which the officials declared themselves to be the Jingdong 618 mobile phone category sales list champion.
From the point of view of single product sales, the top ten of the cumulative sales volume of mobile phone items were won by glory and Xiaomi’s two domestic brands. Among them, Glory has occupied 6 seats in 10 seats. The advantage is obvious. The total sales volume of glory during the 618 period Singles also ranked first.
Dramatic 2 hours
On June 18th, Glory mobile phones were largely sold out at 21:15, leaving only a few small products. At 10:06, Glory sold all products and issued an announcement. It was glorious on the mobile phone list. Ranked first in terms of cumulative sales, Glory's official micro-screen shots were also celebrated and mentioned 'sold off the spot, no single order, is our insistence from beginning to end';
In the last two hours, the form has undergone a dramatic shift. From 22 o'clock onwards, Xiaomi swiftly sprinted sales. As of 0:00 on the 19th, the first place in the rankings was refreshed as Xiaomi, and glory was pushed to second place. Xiaomi Guanwei also released information on Xiaomi’s first sales of Jingdong Tmall mobile phones, and obtained Lei Jun and Lin Bin’s forwarding;
Faced with the question of whether the so-called “prosperous growth of your friendly business is normal?”, Ni Jiajiao, Minister of Sales and Marketing Services for Glory, replied: 'If you look at glorying your current sales flow rate, this growth is definitely not normal.'
However, after only six hours, after JD’s clean-up of unpaid bills and return orders, Xiaomi’s sales dropped sharply, and Glory once again returned to the top of the cumulative sales list.
19th 18: 41, Jingdong Mobile Communications officially announced that: Glory Mobile won the June 18th sales championship and the cumulative sales champion from June 1st to June 18th. At this point, Glory finally won the battle for Mi Yao. Final victory.
Jingdong strives for real data to clear up invalid orders to make the truth clear
The author had previously visited the Jingdong Operational Command Center on the Jingdong Open Day. Although all the sales data was hidden, according to Jingdong staff, all the data are clearly visible when the command center is open to partner manufacturers. Each brand can clearly understand the data of itself and its business partners, and timely adjust the sales strategy during the big promotion period so that it can be targeted.
Since 22:00, Glory has sold out all its products. Since then, the total sales volume has no longer been possible to improve. However, it has naturally become a fixed target in the eyes of other manufacturers. It is not impossible to adjust its own strategy and achieve overtaking. However, by means of opportunism, it is natural that there is a time when it is revealed. As the platform side, JD does not care about the authenticity of the data. It uses the strategy of cleaning up invalid orders to vigorously combat the behavior of brush orders, timely correcting the sales results, and making the data more real. Presented to consumers and all vendors.
In response, Niu Jiayue, Minister of Sales and Marketing of Glory, stated: 'At the time of receiving the telephone call at 7:00 am on the 19th, it was quite unexpected for the final ranking to be in the first place. To do 618 and Double Eleven for so many years would happen every year. The situation was overtaken in a short period of time. Before this, I encountered a number of phenomena that caused my tears to turn around. I always wanted to have real sales data presented to the entire industry and consumers. This time I saw this scene in the reverse transfer. This is a Real 618. '
The total sales list is the incentive for the team
Ni Jiayue revealed: For e-commerce promotion, in fact, the preparation cycle is quite long. The practice of glory is to start preparations for the coming year 618 after the end of the double 11 and to start preparations for the double 11 in the second half after the end of the 618. The preparation period will last for six months. For a long time, it usually starts three months ahead of time for sales promotion.
Although there are months of preparations, but glory still faces the last two hours no stock can be sold, Ni Jia Yue said that in fact, this year's sales have been doubled last year, the stock volume is also very large, but also rely on Overseas purchases increased the volume of goods, and the reason for the final sale was probably due to the fact that this year's interest point of glory is better.
During the e-commerce promotion, the glory is often several dozens of staff members day and night down, double 11 sleep in Ali, 618 sleep in Jingdong, preparations can be very hard. In the end of the 618 two Within a few hours, in addition to summarizing the data, in fact, Glory has already started planning for double 11 this year. The confirmation of the total sales list is a great incentive for the team to prepare and honor all employees, so that everyone Can realize the progress of glory.
