The Big Business Stores Are Beginning To Cut Down "Double Eleven"

Under the upsurge of nationwide online shopping, few people recall that "double eleven" was originally just a group of online cock silk to make fun of "singles day". But today's double eleven belong to the business giants like Ma Yun and Liu Qiangdong.

As for small and medium-sized electricity providers and traditional stores, what lies ahead of them is the dilemma of life and death.

　　 Electricity supplier's life and death

" Double Eleven "Has been blocked by electricity providers

In 2009, Tmall (at that time, Taobao mall) began its promotional activities on singles day November 11th, and the results turned out to be unmanageable. The "double eleven" became synonymous with consumer spending, and even had a certain influence on non online shoppers and offline shopping centers. That year, Tmall mall double eleven sales volume of 50 million yuan.

By 2013, data showed that the total transaction volume on that day was 35 billion 19 million, which was 700 times that of 2009.

In the past few years, "double eleven" concept just conflagration, Jingdong and other businesses have tried every means to suppress. In 2013, Jingdong scramble to promote large sales promotion in the National Day Golden Circle, and launched gimmicks such as "national promotion of appliances, national day and all kinds of products" and so on, severely blocking Tmall's "double eleven" trend.

But by this year, Jingdong has put more emphasis on the "double eleven", and has launched a large number of double eleven ads online and offline. The promotion efforts are not inferior to Ali, and with the help of WeChat channel, they are competing with ALI, and Jingdong mall has also launched 15th anniversary promotions last week. In addition to the two giants, vip.com, automobile home and other fields of electricity providers also do not show weakness, are in the brush sense of existence. The war was chaotic and the scene was messy.

"Whether it is national day or" double eleven "is no longer a holiday for a particular family, but a big day in the whole industry. Yan Xiaobing, vice president of Jingdong group and general manager of home appliances division, said.

　　 Small and medium businesses or turning to "convenience stores"

Tmall President Wang Yulei expects this year to be the largest number of businessmen in the past year. So far, Tmall has participated in 2.7 000 businesses and has been open to international businesses for the first time.

Obviously, the listing of Alibaba is making the Matthew effect of the electricity supplier industry more and more intense. Enterprises with huge capital will gain more market initiative. Dan Ren, chairman of MONEX information group, said that the successful listing of Ali has a direct impact on the Jingdong, suning.com, Dangdang and other electricity providers. The capital adequacy brands will get more opportunities on the Internet, but the opportunities for small and medium businesses will be less and less.

Human nature is always seeking more convenient, more perfect experience and more efficient retail formats. The current electricity business format mainly meets the demand of single product long tail shopping, while one-stop shopping demand, convenient emergency shopping demand and shopping experience demand are also controlled by supermarkets, convenience stores and shopping centers. For small and medium-sized businesses, turning online to buy fruits and vegetables, clothing, food and shelter, tend to humanization of life, perhaps a new path.

　　 Survival of stores

Retail business is closed this year. innovate high

The rise of the electricity supplier has brought unprecedented challenges to the traditional retail industry. Public figures show that in the first half of this year, the total turnover of 78 retail listed companies was 442 billion 50 million yuan, an increase of 10.78% over the same period last year, with net profit of 13 billion 700 million yuan, down 2.95% from the same period last year. Among them, 16 revenue growth showed negative, 21 growth is less than 10%, and 35 net profit is negative. At the same time, from the second half of 2012, chain stores, convenience stores and department stores began to close shop, and the "closed shop boom" spread throughout the whole 2013. In the first half of 2014, retail businesses closed 160 stores, the highest in history.

In the face of the impact of the electricity supplier, whether it is a large shopping center or a traditional retail hypermarket, there are two words - transformation and adjustment.

But the transformation is not so easy. The survey data show that most traditional chain stores have built up their own e-commerce platform, hoping to get a share in the marketing spree of e-commerce, but so far, there are no obvious cases to be seen. After all, no matter how the transformation happens, the disadvantages of traditional stores in operating costs such as rent will not be reduced.

　　 Store Is there still room for survival?

From the neglect of 5 years to nearly two years of complaining or even resentment, the entity retailer is worried about the "double eleven" Shopping Festival created by the electricity supplier, because the income of the electricity supplier may be equivalent to the turnover of the entity retailer for several years. However, in spite of the fact that there are no different ways to make a big profit from the electricity supplier in previous years, this year, a large number of well-known entity retailers decided to join hands to "double eleven".

At the end of the "2014 joint venture", Yintai and LIANHANG launched the lotus lotus action for China's retail industry. It was proposed to promote the national sales promotion on the theme of "China Shopping Festival" on November 11th 16, and is expected to attract hundreds of large and medium-sized retailers in the country to participate in ~11.

In fact, the performance of traditional department stores in 2013 is not bad. According to the Ministry of Commerce monitoring, the average daily sales of household appliances, jewellery and jewellery products increased by 11.1% and 7.4% respectively in the early November 2013, compared with the late October. Shen Danyang, director of the Policy Research Office of the Ministry of Commerce, pointed out that one of the most important reasons is that businesses have played the advantages of strong experience and direct service.

Perhaps by taking advantage of these two advantages, traditional stores can still find their own living space.