Globalization Is A Slogan, And 11 Are In Reverse?

The Tmall double 11 way of promoting enrichment by seven years has been well described for 11 years. It illustrates the survival and operation logic of Tmall: collecting traffic through various channels and tentacles and the private brand resources of the merchants, and then concentrates the huge traffic to the few businesses and commodities that maximize the benefit through the flow allocation mechanism of the platform, resulting in huge platform paction data.

"Under this flow operation logic, UNIQLO,

This brand can get hundreds of millions of sales a day, and a million dollars can be ordered.

Many users are looking at the same page, buying the same products, not worried about the bump they are going to encounter, all at low price and discount as weathervane.

Sales pressure is Tmall's 11 big promotion must face, after all, this is a holiday attracting millions of people.

Under such circumstances, only those who follow Tmall's play, dare to spend money on the layout of traffic, and dare to launch a burst of money with low discount can enter the stage of big promotion.

"Explosion fund" is by far the most suitable mode of operation for Taobao and Tmall platforms. As long as businesses can launch enough explosions, it is equivalent to having a stable exposure resource on the platform.

A senior

Businessmen say, and the way to create explosive money is nothing less than low price and drainage, many of which are not necessarily understood by many international brands. Even if they understand, they may not be willing to break their own price system and operation mode.

An international brand Chinese manager, who does not want to be named, bluntly indicates that the global industrial chain is beginning to personalize, and the popular brand of the past is being challenged by segmented consumption.

Even P & G, a large company representing the global supply chain, should take into account how narrow and fragmented traffic is carried out when designing a product.

But the Tmall 11 is moving against the tide.

According to the survey, 64% of respondents believe that "limited utilization"

Achieving maximum sales "and" achieving globalization and fashion "are almost two incompatible goals.

In fact, in the early stage of Tmall's fashion strategy in 2014, the debate on how to balance the relationship between them has never ceased.

At that time, Tmall chief Joe Feng had said that he could accept certain and short-term sales pressure.

But in this case, some businessmen who have natural "explosions" will make quick profits in the cooperation with Tmall and in the 11 big promotions.

These explosions are the products of globalization represented by Tmall double 11 main venue this year: German milk, American nuts, Australian health products, Japanese flower king diapers, Korean air cushion BB cream...

The above commodities were placed in the main position of the first screen of the main venue, and a daily one country branch was set up to give these goods and the international retailers, overseas brands and many dealers behind them an adequate entrance.

"These explosive products overlapped on cross-border e-commerce platforms are the so-called rich products and overseas pointed goods provided by Tmall globalization to users."

A cross border businessman introduced, in order to make up for these explosions, and even some dealers provided goods also entered the double 11 main venue, in order to fully digest traffic.

And are these really user needs? A few days ago, at the 2015 China (Sichuan Mianyang) e-commerce development summit hosted by the billion power network, the research data released by the electronic research institute showed that the clothing category grew rapidly in cross-border electricity consumption, and the users had great demand for non-standard items such as overseas clothing. The quality, design and benefits of overseas products were valued.