This article from the public number: burning Finance (ID: rancaijing), Author: Su Qi Tang Yahua, editor: Wei Jia
In 11 years, Alibaba completely turned the “single bachelor’s day” that was slightly ridiculous in the young people’s mouth into a “double 11” e-commerce shopping festival for all the people.
From 2009 to the present, the transaction amount of Tmall Double 11 has risen from less than 100 million to 213.5 billion, but unlike the “brilliant record” of the platform, merchants and consumers have fallen into a mysterious problem.
Figure / Huajing Information Network
More and more businesses have found that the order volume of the double 11 is skyrocketing. The overdraft is the labor cost and turnover of the two months before and after. It is like storing water, opening the gate for two months, only for the last A sprint of the day. The other end of the consumer, lost patience in the formula of the fuller and more complicated full-decrease year after year, this year’s coin-covered building, let everyone call “too difficult, want to be an outsider.”
So everyone started to re-examine the positioning of this festival. It was originally a carnival that everyone was earning. It was actually a big game for consumers, platforms and businesses.
Some merchants have lost more than 100,000 yuan because of lack of experience. Since then, they have simply chosen to escape from the double 11; some merchants have racked their brains in exchange for living space, insured three months in advance, or designed for E-commerce channels to customize low-priced goods; there are also business rights to spend money to earn money, earning money is not the purpose, borrowing double 11 traffic to do new promotion is the way out.
As the gameplay became more and more complicated, the battlefield of the Double 11 gradually extended beyond the Tmall. In order to sprint the turnover of the double 11 on the same day, the competition is actually prepared for the marketing – Xiaohongshu, B station, live broadcast platform, etc., only to stay at the 11th point, the traffic is from all directions.Flocked to the store.
After the early preparations for tension, do the external drainage, can the double 11 be able to earn?
Small and medium business escapes from double 11
Taobao shop owner Ding Qiu tired is a member of the escape from the double 11 army.
Our shop mainly deals in souvenirs such as nuts and mountain candied fruit. In 2016, she participated in the double 11 promotion and went to the main venue. On the same day, she maintained the top three nuts and the impressive turnover of 300,000. But after the account was discovered, she found that she was losing money.
First of all, the rules of full reduction are complex, which is not only a challenge for buyers, but also tests the computing power of the business.
“We set a minimum price for nearly one month, and we also issued a 5 yuan no-door coupon. At that time, there were more rules on the platform. There were cross-store full reduction, subsidy subsidies, invisible red envelopes, and shipping. In the end, we didn’t really understand how much it would cost. I originally thought that I could at least save the book, but I didn’t expect to pay for it.” Ding Qiu tired told the Finance.
Secondly, in order to stay in the main venue for a while, she had to take more promotional measures.
According to Ali’s rules, the recommended position of the main venue is not to buy money, but to adopt a horse racing mechanism to comprehensively consider the degree of concessions, sales and other factors. Ding Qiu’s shop was on the main venue. In order not to fall, she made a “19, 9 and 2 pounds of walnuts in the first half hour” on the basis of the original discount, plus before the double 11 A thousand dollars communication fee for all the old customers to send promotional text messages, a double 11 activities, she lost more than 100,000.
After the event, she felt that her shop did not have a professional operation team. “I don’t know how others went to the main venue. Anyway, our family is honestly losing money.”
In addition, she realized that the type of primary agricultural products she operated was not suitable for Shangshuang 11 because the products themselves did not have much profit margin. “Three squirrels can sell walnuts to 30~40 yuan a pound. We Two pounds can reach that price, there is no brand value added, and the meager profit margin does not allow us to promote it.”
In Ding Qiu’s view, the double 11 can enhance the influence of big brands to a certain extent, but it is not suitable for small and medium-sized shops that are so single-handed, do not understand marketing, and have low brand awareness, So she decided to flee the double 11 and run the store at her own pace.
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