Taobao Promotion "Nothing about the shop"

Although the double eleven promotion campaign has come to an end, the “feathered chicken” triggered by it has become more and more shaken. The performance has been accused of having moisture, the shop has been exposed to the singles, and the promotion has been trapped everywhere... and there are also Taobao store operators. The promotion war is just a game of big brands and big stores. "Nothing happened in a shop."

Promotional Warfare is Advertising Campaign

There are unwilling to sign the Taobao Mall cosmetics store operators on the "Securities Daily" introduction, double 11 activities, all shops can register to participate, but the double 11 sales are good, the key lies in two: "One is the location of exposure , This depends on the relationship with Taobao and Taobao purchase, there is the top position of their own products; second is the amount of customers in their own shop in the past Taobao.

According to the above-mentioned personnel, the general large-scale shops purchase the annual position in Taobao. Many of the big advertising spots are bought with money, and they belong to big customers. It is impossible for these small shops operated by themselves to be recommended on the home page. It is also possible, "But," the secondary page's recommendation actually has a direct relationship with the e-commerce operator. The operator must judge whether the store or product has a certain purchasing power and selling point before it can be recommended. There is also the operator and the operator. It's a bit of a relationship''.

Specific to these small shops, sales rely mainly on through trains, store promotions, membership and page exposure, and page exposure is relatively weak.

"Taobao sells well, in fact, are crown stores, such stores have an advantage in the exposure position, member collection, a same paragraph clothes, crown stores are crazy, and two diamond shop may also It sells several pieces to tens of pieces, and some can't sell it." The above-mentioned personnel stated that “Taobao Shuang 11 has indeed contributed to the consumption and has been contributing to it. It is only in operation that it has become even stronger, and it wants to have good sales. It either burns money or seeks advertising space, or it is a large store. Most of the shops are just green leaflets, and the polarization of Taobao shops is actually very serious."

The officer said that Taobao's commonly used ones are through trains, but a few clicks will cost a few dollars. "A lot of shops with no strength are very difficult to support, and the competition is very fierce now, which further tests everyone's operational and financial capabilities." Due to the large market competition, it is becoming more and more difficult to do, extending a category of companies to operate on behalf of the company, "is to help Party A manage Taobao stores."

Another Taobao store operator who is engaged in apparel sales said that it is not profitable to make any discounts, and even the discounts are even higher. The big brands and big stores are all involved in the activities. “Nothing happened to these stores.”

Consumer experiences a mixed bag

Corresponding to the polarization of shops, the experience of consumers is also a mixed bag. On the day of the Double 11th, a considerable amount of consumers began to prepare for shopping as early as midnight, and almost at the same time, some website forums began to have consumers “spoken”.

In summary, consumer dissatisfaction with Double 11 has the following points: Obviously there is inventory, that is, it is impossible to place an order, and it has been promptly dropped or sold out, while looking at the purchase record, it is all anonymous buyers; shopping cart There are a total of more than 4,000 yuan worth of goods. When Double 11 opens, the total price is changed to more than two thousand yuan. When the payment is due, the price suddenly becomes more than 3,000; often the shop is usually clothes. One to two hundred yuan, and double 11 that day, all new product prices are displayed as five or six hundred yuan, two or three hundred after the discount, and the original price is only one to two hundred yuan, only a discount of 10 to 20 yuan.

There are consumers, double 11 on the same day, its fancy goods need to spike, for the sake of safety "contact 5 friends to help me join the spike, but no one has seconds to" and see a dress, usually The list price is 160, and the price of double 11 is 132, and the original price of the 132-item commodity website has been changed to 260 yuan. However, we also see clothes that cost more than a thousand dollars at the usual time, and double 11 only sell more than 400 on the same day.