This year's Double Eleven, that is, plain and lively. To say bland is that most brands are as stable as a dead dog as usual; to say lively, there are three or five brands of riot operation wave after wave.
1. Alcoholics
On November 12, the first day after The Double Eleven, the drinkers who had been fighting for many days were sleeping soundly, and the alcoholic liquor launched the first wave of shopping festival return activities.
Participate in the early, grab more than 500 internal references, 150 yellow altars; hindsight, can also make 170 yellow altars enough.
This event has the following characteristics:
First, the activity lasts for a long time, from the early morning until 9 o'clock in the morning.
Second, the amount is large, and each account has 5 purchase opportunities.
Third, there are many unpaid orders, because the price of huangtan is not up and down, and many wine friends are waiting and watching.
The drunkard quickly issued a red-headed document, characterizing the incident as: Tmall's official flagship store sales were abnormal, which was an operational accident, and it was instructed to modify the sales price.
Combining the course of events and the wording of the document, it can be clearly seen that this is not an "accident", but a "story", a self-directed and self-performed story to complete the sales.
This activity can be said to be a "Zhou Yu playing yellow cover" between the supply and marketing company and the e-commerce department. The surface of the document is very severe, but in fact it is understated, there is no order, there is no repurchase, and the order is paid and shipped on time.
That is, to complete the sales, but also to block the mouth of the dealer, but also to promote the payment conversion, three eagles with one stone.
2. Langjiu
"Don't buy, save 100%!" It is a phrase that the choppers often hang on their lips. Lang Jiu taught them a lesson, because buying safflower lang can earn 150 immediately!
Many wine friends said: The 10 gift box of Safflower Lang is the biggest leak of this year's Double Eleven. Other products have to spend money, only this, not only do not want money, but also earn.
About 600 yuan, it is difficult to sell the 10 pairs of gift boxes of safflower lang. At a price of 750 yuan, overtime is bought day and night. If you have received the goods, you can also arrange for express delivery to pick up the goods.
What kind of spirit is this? This is a spirit of selflessness and dedication, a spirit that deserves to be learned by other brands.
After buying wine for so many years, I have seen the cut order, I have seen the trick of not shipping, and the first time I have seen the return money.
When I saw the news of the buyback, my first reaction was: the operator of this store must be a new rookie. Even the price of langjiu dares to mess up, that is simply an old birthday star hanging, living impatiently.
Go to Jingdong to look at the store information, and sure enough: Langjiu Jingdong self-operated liquor flagship store, opened on June 23, 2020.
This shop, at first glance, have never seen the big world. Thinking back to the previous year's 618, Langjiu simultaneously issued fines to the three major platforms of JD.com, Tmall and Suning, which is how imposing.
Lang jiu played biao, even the platform is not a bird, let alone a small dealer?
Langjiu is right to strictly control the price, because in terms of sauce wine alone, Langjiu has long been surpassed by Xijiu, and the gap is getting bigger and bigger. Sales growth is weak, the price can no longer be controlled, how to mix in the future?
Give Langjiu dealers a wake-up call: Now is the time when Langjiu is the most maddening, no one should touch its moldy head, the provincial sales are cool for a while, and the buyback blind chicken is busy.
3. Fenjiu
Fenjiu has been making a fortune in the past two years, and its performance has soared year by year. Although the quality of the wine is a bit slippery, the price of wine is still rising quite fast, but the public reputation is very good, and the annual promotion is the focus of the wine friends.
This year's Double Eleven, Jiannanchun activities are very few, many people have invested their budgets in Fenjiu.
Each piece of about 600 old white fen, about 900 sealed altar 15, about 1400 about 375ml blue and white fen 20, a single bottle of about 260 black altar 20, are good prices, everyone is happy.
Around 9 o'clock in the evening of double eleven, just when everyone thought that the good price of Fenjiu was basically like this, the wine fairy network came. It used the formal Blue Flower Fen 20, at a price of 320 yuan, to make a big promotion.
This guy, who was the simplest and most rude guy in the channel brand burning war, after years of silence, rekindled a fire. I haven't received a delivery text message from Jiuxian Network for a long time, and I really miss it a little.
Whether it is formal wear or e-commerce exclusive supply, Fenjiu is one of the few brands with good prices in this double eleven (and the baiyun side of Hubei consumption coupons).
4. Rare wine
Zhenjiu is the most popular wine company in this year's Double Eleven, and there is no one.
It uses an almost self-injurious way to smash Zhen 15 to less than 2000, Zhen 5 to less than 700 and send the thermos cup, Zhenzhen 500 or so, and Jingzhen 400 or so. This price is lower than the purchase price of many terminal dealers.
With the low-price strategy, the sales of rare liquor soared 5 times, winning the championship of Jingdong liquor sales.
According to the liquor scheme, zhenjiu should pay close attention to sending red-headed documents, saying something about sales abnormalities, operational accidents, etc.; according to the Langjiu routine, it should pay close attention to the repurchase at a higher price, giving the majority of liquor lovers the illusion of selling good liquor cheaply; zhenjiu did nothing, but posted on the public account "This double eleven, why is the rare wine on fire", and frequently forwarded to the major media, using the king of double eleven liquor sales to create momentum, and did not put the distributor in the eyes at all.
The article said that the reason why rare wine is hot is based on 46 years of adherence to quality, the return of focusing on brewing high-quality sauce wine, and the implementation of the strong brand strategy.
While reducing the price of the pit dealers, while boasting of their great achievements.
On the Snowball Forum, everyone commented as follows:
This two-way operation of adding blockage before and after, I don't know how many dealers jump on their feet and scold the mother.
5. Disagreements
This double eleven, the drunkard seems to be forceful, but in fact gently strokes the e-commerce company a slap; Langjiu does not only say a few words, but fiercely gives the dealer an ear scraper; the precious wine dealer, the manufacturer hates the tooth itch, I want to collectively slap it.
The operation of these brands is very charming, because for the future trend of wine prices, there is a clear divergence between wine companies and wine companies, and between wine companies and distributors.
Some dealers know what price is acceptable to consumers, but manufacturers do not allow it; some manufacturers know how much money their products can be sold, but they do not let dealers break the price, only care about their own sales.
Now the price of wine is high or low, the sales are fast or slow, the distributor is very clear, and the winery is also very clear.
Some manufacturers want to reduce the price and volume, and the distributors with large inventory are not happy; some dealers want to reduce the price of the amount, and the winery does not allow it.
This double eleven, those who do not reduce the price of the slow sales, the price reduction and unwilling to accept the wine enterprises, see the price of the precious wine to eat crabs, must have been more screwed up ...