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"singles day" was originally just young people self entertainment folk festival, now it has become the main battlefield in the Tmall mall and taobao.com sales promotion of "double eleven", large promotional efforts, the number of customers, turnover are staggering. This year’s campaign in a turnover of 19 billion 100 million yuan high end (Tmall 13 billion 200 million, Taobao 5 billion 900 million), compared to 5 billion 200 million in 2011 (Tmall 3 billion 360 million, Taobao 1 billion 840 million) growth reached 267%, the global retail industry undoubtedly hit the highest single day turnover record. At the same time, Jingdong, Dangdang, easy integrated electricity supplier have exalted "low" banner, the traditional home appliance retailer Suning launched 0 yuan purchase, online and offline synchronization price "to attract customers.
previously, a number of domestic e-commerce companies have carried out large-scale promotions for various reasons, also known as the "price war" competitive behavior. But when these events are over, we recall that businesses are overloaded with operations and magnified losses, while consumer shopping satisfaction continues to decline, even causing government regulatory authorities to intervene. The effect of lead to these results, any party is initially expected? ", if you ignore the long-term impact of promotions behind, probably will become the network economy" spoil things by excessive enthusiasm "behavior.
Internet "Butterfly Effect"
"Butterfly Effect" refers to a dynamic system, a huge chain reaction to small changes in initial conditions under which to bring the entire system, change of complex system is used to explain in a certain period of time is difficult to predict the. The basic characteristics of the Internet "at any time, at any place, and in any one’s participation" also have the basic conditions for this effect. Electricity network promotion, not only the special time limit, it is difficult to predict the number of participants, the author used the "Butterfly Effect" to analyze the IT security and marketing on the "double eleven" supplier of promotional activities in the.
whenever the network promotion occasion, the electricity supplier enterprise IT system in the face of more than ten times daily, or even a hundred times the traffic, it seems so fragile. Some of the goods the so-called "shopping, seckill" really attract eyeball, but "slow, lost orders, payment failure, paralysis of the system but also customers eager, It is often seen., do not start, only to vent their anger stomp. The business enterprise always want to declare war, fire, never "clean" battlefield, the social platform filled with such a discussion "is a lie, seckill a price can not buy, pay congestion is intentional behavior", which has already touched the consumer patience bottom line. Well, for example, the mall places promotions on the top floor, but the elevators are limited in capacity, the cashier is in the fire lane, and the customers smoke. Technology is never perfect, so it needs to be coordinated with a "safe, fair and orderly" process.
consumer demand has always maintained an elastic relationship with the price of goods. Merchant sales in the "double eleven" such a specific period of record highs, largely due to consumer savings before and after the majority of the period