"Double Eleven" Business Is Very Fierce. Who Is The Biggest Winner?

Many buyers have also hoarding a lot of goods when they buy consumables on the e-commerce website, thinking that they have taken advantage of the bargain.

The "double eleven" festival, which lasted for 6 years, defeated the concept of "singles day" in the name of interest, and was increasingly popular among young people, the mainstream of online shopping.

Group effect is the first advantage of creating the "double eleven" festival.

This is actually a disguised manipulation of users' shopping habits.

The buyer's group effect does not bring real losses, but only adjusts the demand time for goods.

It is this adjustment that allows sellers to concentrate on clearing inventory expectations on this day, thus facilitating the management of logistics and inventory.

The buyer will think that he has picked up the cheap because of the discount, but has paid his precious time to stay up late shopping, and can buy the goods he can not buy and spend the money in advance.

But it should be stressed that of course, it can not be thought that buyers have suffered losses or become losers in the "double eleven" war.

After all, this is not a zero sum game. It can achieve win-win and even win.

Of course, this also requires the electricity supplier in the shopping festival business war, more by improving the quality of service to attract users, instead of putting too much energy into the publicity.

The second advantage of creating "double eleven" is to change the marketing structure.

On this day and before, all buyers who want to "get cheap" will log on to the website without stopping.

And user groups decide the selling value of the location on the website, and these locations have a strong advertising effect at the same time of sales diversion.

If the e-commerce website has strong publicity function this month, the website will get excess profits.

Many buyers have also hoarding a lot of goods when they buy consumables on the e-commerce website, thinking that they have taken advantage of the bargain.

Suppose that a buyer bought the discount item in advance for 6 months, we can take a look at the capital gains and losses of the buyers and sellers.

From the seller's point of view, first, the goods sold within six months will be sold in the "double eleven" day, which means that the cash income of the next natural year will be advanced to the "double eleven" collection period, which is equivalent to obtaining an interest free loan. Second, centralized delivery saves labor costs and eliminates the need for multiple time shipments.

During the period, customer maintenance, technical maintenance and logistics labor cost can be solved only if the temporary workers are employed when labor is intensive before and after "double eleven". Third, it saves half a year's inventory cost.

From the buyer's perspective, first, store up.

The goods equivalent to the cash flow of six months in advance made a cash outlay, thereby losing the opportunity cost of retaining cash; second, buyers adjust their demand for goods at the same time, with their own space for the seller to share the cost of inventory; third, buyers do not need to spend a lot of time to receive courier, this is a win-win situation.

But there are many goods that are in great demand, so they spend money through promotion.

To sum up, the biggest winner of the festival is actually a media and e-commerce platform, including a series of media, such as paper media, Internet media, WeChat public numbers and so on, because the money to sell with the "double eleven" wind appears to be perfectly justifiable, and Taobao, Jingdong and other e-commerce platforms will also throw money into the media in order to divide profits.

Temporary publicity, planning, storehouse, programmers, couriers and other sellers around the service will also make a profit for shopping carnival.