Double Eleven, Nine Year Player, How Did EMMAN Rescue Himself This Time?

This year's double eleven is not the same as in previous years. In addition to the reports of the big platforms and brands, there are also consumer and brand problems. Just yesterday, some consumers broke the news that they bought 91% off promotional items at the suning.com Inman flagship store on the day of double eleven, and received a SMS notification from the branding party at noon on the second day, asking buyers to choose returns, and the reason for return was "overtime delivery".

It is understood that this time Inman The reason for consumers to choose returns is that the company is Suning.com platform The official flagship store operation error, double eleven day sales promotion part of the commodity discount set error, the "10 percent off" mistaken for "91% off", resulting in the price is far below the cost. This mistake is directly related to more than 6800 orders, amounting to more than 5 million yuan. He said he could not afford huge losses.

Yin man is already the nine player of double eleven. In 2010, the target was set at 500 thousand, and eventually sold 6 million 800 thousand of the results. With panic and surprise, the first year is no longer acceptable. In 2013, he broke hundreds of millions of dollars in the eleven battlefields. Women's wear Sales champion. This year's double eleven, Yin man's Hui Mei Group has a total turnover of 204 million yuan, and last year double eleven Yin man's sales also broke through the 200 million yuan mark. Not only is the online double eleven record impressive, but in recent years, retail sales have continued to grow. In 2015, Yin man tested the new water retail project. In 2017, the annual turnover was over 300 million yuan. As of July 2018, more than 500 stores were opened in 172 cities nationwide, with a significant increase of 30%.

Some consumers questioned that the return of the man was deliberately made for the purpose of double eleven, because the activity lasted for a whole day, and no one found the problem on that day. No one offered a discount before the start of the event, and some consumers said that 91% off was not a normal discount, and it should be understood that the official.

There are probably more than one case of events like emann. In the past ten years, from the original "survival" activity to the "universal Carnival", the turnover increased from the initial 50 million to the current about 400000000000. With the expansion of scale and the variety of activities, Electronic business platform It is the year's traffic, ranking and profits that attract brands to join the carnival and expand the advantages of the platform. Just like this year, Tmall has 180 thousand domestic and foreign brands, and then there are more than 6000 Jingdong offline stores. In order to get more consumers and higher turnover, the brand side also set up flagship stores on different platforms and join the double eleven activities of the big platforms.

With the expansion of the dual eleven scale, consumer spending power is also growing, and rationality and demand are also rising. Despite the high volume of double eleven spanactions, it is impossible to ignore the return of refund after the end of the double eleven. Consumers prefer quality, intelligent, personalized products and rigid demand products, but for poor quality and poor service products, they choose to return goods and cancel orders.

Ten years of double eleven, businesses have been shuffling, there are ups and down, the reason is nothing more than stock judgment error, unscrupulous and fake and shoddy. It has been proved that not everyone can be the winner of double eleven. Yin man is just a spray in the wave. Like most brands, he is under pressure from the platform, internal and consumers. He tries to maintain a balance between the flow bonus and the performance, and then moves towards a big promotion.