The sword has double edges, everything in the world has double edges, and Double 11 is a "bright" and "insidious" "sharp blade"! With the popularity of the Internet, online shopping has become the preferred method for young consumers today. Coupled with the novel and interesting associations of the active-minded post-80s and 90s generation, they often inadvertently create one "miracle" after another. The arrival of "Singles' Day" on November 11 is one of them. Yesterday’s Double Eleven shopping spree was the largest in history. Tmall achieved 10 billion sales in 38 minutes. For the LED lighting industry, this was the biggest feast of the year. This year, Opple Lighting and Foshan Lighting took the lead. According to Op’s official Weibo account in the early morning of November 11, in just 26 minutes after the start of Double Eleven in 2014, Opple achieved sales of over 10 million, firmly occupying the first place in the building materials industry (Figure 5). As of 8:45, OP’s transaction volume reached 41.17 million.
Advantages of Pros and Cons Perspective The generation that grew up with the Internet will become the group with the strongest purchasing power in China in the foreseeable future. They were born after 1985, and their age ranges around 30. To use a common saying, this is the right age to start a family and start a business. After establishing a career and having a home, in the early years, countless e-commerce platforms on the Internet cultivated deep-rooted consumption habits. If they could see it before but couldn't afford it; what about today and tomorrow? Regardless of what happens today, at least tomorrow, they will be able to see it and afford it. Therefore, the e-commerce market is destined to continue to grow as the post-85s generation becomes the backbone of society’s consumption. 1. Price advantage. Since there are no operating costs of physical business, online products can save a series of expenses such as renting a store, hiring employees, storage, and custody. Especially for the lighting industry, lamps such as lanterns and crystal lamps occupy a large space and require greater storage, which undoubtedly increases the burden on merchants. However, operating an online store does not have this problem, so in general, its price is relatively average. Similar products in shopping malls are much cheaper, usually around 70-20% off, and some are even cheaper. When many consumers need to buy lights, they will immediately go to the website to browse products, accumulate the items they like in their shopping carts, and wait for the arrival of Double 11 before making a one-time purchase. Regardless of whether the price is really as favorable as the seller's slogan, for consumers, it is "earned". 2. Panic buying can bring superior psychology to consumers. The reporter interviewed many young merchants, and most of them said they would not miss online shopping carnivals such as Double 11. Including friends around me who want to buy lamps, they are no strangers to online shopping for lamps. It seems that the word "online shopping" has become a label for "earth people". One day, if you meet a young man who doesn't know what online shopping is, you will be able to prove that he comes from outer space. When asked why they like to shop online, many people will report that after choosing a product online, they will feel a sense of excitement and anticipation when placing an order. Especially for lamp buyers, most of which are home decoration products or lighting accessories, they will also feel a sense of superiority when signing for the goods through logistics. This kind of psychological reaction prompts more and more consumers to choose to purchase through the Internet and sales hotspots. The more consumers there are, the longer this "carnival" will last, and the bigger the "profit cake" will be. 3. Online shopping allows consumers to overcome time and space constraints. Today's fashionable men and women are busy with work during the day and have no more time to visit stores and look at products, so online shopping has become the first choice. There are a complete range of online categories, so you can choose as much as you like without being limited by time; the logistics are powerful and can overcome space constraints. If you want to buy high-end lamps, you don’t need to run around. You can place an order directly online without any effort or fuel. The courier will deliver the product directly to your doorstep. This is undoubtedly very attractive to "inert" consumers. Disadvantages of Pros and Cons Perspective 1. The goods are not right, and hope turns into disappointment. When shopping online, you can only see product photos. If the size, color difference, etc. are not carefully examined, the actual product will be different from the ideal product when consumers get it. If you unfortunately encounter a seller with a poor reputation, the product may even be incorrect. At this time, you want to save trouble, but you will have more troubles, including returns, refunds and even rights protection. Furthermore, the installation problems of lighting products also cause headaches for online shopping consumers. Most physical stores provide door-to-door installation services, but very few online stores do. This is also a major blind spot that restricts online sales. 2. The transportation damage rate is high, making subsequent rights protection troublesome and difficult. One aspect that many lighting people must consider before starting e-commerce is the transportation of lighting. Whether it is a merchant or a buyer, once damage occurs during transportation, the interests of both parties will be harmed. It is troublesome and difficult to hold the third party responsible. 3. Temporary gain is not a long-term solution. According to the person in charge of a foreign-funded lighting company in Zhongshan, surnamed Zhao, he does not have too much hope for online shopping carnivals such as Double 11. Currently, Chinese-style consumption does have overwhelming power, but it is only fashion consumption and cannot become fashionable consumption. After all, The ultimate goal of merchants is to make profits. In the first few years, they can increase prices and then reduce prices or actually reduce prices to promote sales. They can only adapt to temporary needs. Consumers' awareness of rational consumption will gradually increase. By then, the Internet "Carnival" will eventually become an Internet "outdated" festival. Online sales is actually a sales method that starts from consumers. It requires us to first study the needs of consumers, find the blank spots in demand, and then quickly seize this blank spot through the online marketing model. When Double 11 was first proposed in 2009, no one would have thought that profit points would increase dozens or even hundreds of times in just four to five years. Its emergence conforms to the "instant" consumption psychology of mainstream consumers born in the 80s, 90s, and 00s. In the era of mass media, this strategy is very practical. Through data with market significance, that is, price, keyword search volume and other information data, combined with consumption habits and market space, the transaction index relationship is synthesized. It can tell us what kind of style, what kind of price, what kind of service products need to be reflected, can best impress customers, have the most market space, and can do the best. What kind of customers will buy lighting? What channels do manufacturers use to deliver products to customers? In the e-commerce industry, in addition to planning marketing plans to attract attention, a very sensitive information is also retrieved. In this industry, it is interpreted as data precipitation. Precipitation, as the name suggests, is the data summarized after accumulating a period of time. It is a highly targeted data generated by capturing computer browsing history. By interpreting it, manufacturers can know what products customers are searching for during this period, what types of products they like, and what products they need. For example, if a customer keeps searching for the word "home decoration" and repeatedly browses wallpapers, showcases, and sofas on Taobao, then this information can be labeled with a label called: decoration. Decoration must use lamps, so it would be right to push advertisements for lamps to him. Even if he doesn’t buy today or tomorrow, as long as you push the advertisement to him and let him see and remember it, he will pay for it one day. This is the beauty of the Internet. The origin of the "Double 11" shopping carnival: "Singles' Day" originated from the interesting culture of Nanjing universities in the 1990s. November 11 - four Arabic numerals that resemble bare "sticks" were jokingly compared to the single state by a group of students at Nanjing University. But since 2009, Taobao "unreasonably" designated this day as the biggest sales day of the year. Subsequently, "Singles' Day" has been regarded as an industry "feast" by e-commerce companies. E-commerce companies have set "astronomical" sales records one after another, pushing business history to "turn a page".
Anna
Anna