The Tide Of Online Shopping Indicates The Direction For The Development Of Private Enterprises In The Future

"Activities, only 27" a href= "http://sjfzxm.com/news/index_f.asp" brand "/a" participation, total sales volume is only 52 million, in 2010, the paction volume has reached 936 million, which has obviously made people feel the value of this activity. In those days, the paction volume of Hongkong was only 800 million. The electricity consumption of a city against a city was unimaginable at that time. In 2011, it was quite crazy, and the paction volume reached 3 billion 360 million. On that day, there were 38 businesses with more than 10 million pactions, and 3 more than 40 million. In 2012, the turnover of Tmall and Taobao exceeded the 19 billion 100 million, which has attracted worldwide attention. < p > Taobao mall launched "double 11" for the first time.

19 billion 100 million what exactly is the concept? This is almost the total GDP in Afghanistan.

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< p > first, motivation theory.

From an economic point of view, motivation is something that causes a person to do something, such as the expectation of punishment or reward.

Rational people will make decisions by comparing costs and benefits, so they will respond to incentives.

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"P >" holiday promotion is actually a rather old-fashioned marketing tool.

New year's day, Mid Autumn Festival, national day, Christmas...

As long as it's a holiday, we can see a wide range of discount promotions in the mall.

However, the "double 11" promotion is more successful than any other festival promotion in history, because the electricity suppliers not only used the traditional price incentives, but also used the psychological incentive very cleverly.

In a nutshell, it is nothing more than a kind of propaganda like "to spend money on love to buy yourself a decent a target=" _blank "href=" //www.sjfzxm.com/ "> clothes < /a >.

It is under the encouragement of this universal consumption that many people spend more time on singles day than their own budgetary constraints.

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< p > followed by price elasticity.

The demand theorem shows that the drop in the price of an item will increase its demand.

Price elasticity of demand is a measure of the degree of demand response to price changes. If the demand for an item is highly responsive to price changes, the demand for such goods is elastic.

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On the day of P November 11th, many online stores are as low as 50 percent off, 70 percent off or even 90 percent off. We may wonder if they can really make money, or do they want to go with the promotion of their sales at a loss. When we use the tool of demand price elasticity to analyze, we will find that in this promotion war, most of the sellers earn far more than their usual earnings.

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< p > obviously, merchants will never make price promotions on rigid consumer goods such as rice. On the one hand, the profit is very low. On the other hand, the promotion of related products has little effect on sales volume.

Unlike the lack of living necessities such as rice and salt, the demand for < a target= "_blank" href= "//www.sjfzxm.com/" > clothing > /a > Jewelry is often easily affected by price.

We see that it is precisely this category of clothing, accessories, cosmetics, furniture and other products that are vulnerable to price impact, and become the mainstream of the "double 11" promotion.

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< p > there is also a very important question. What are the factors that affect the discount of businesses? Can 50 percent off businesses be promoted at a rate of two? This problem can be explained by "price discrimination".

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< p > the so-called two level price discrimination is pricing according to sales volume, that is, by asking different prices for different consumption of the same goods or services.

Although prices have generally declined, but by expanding production and achieving a larger scale economy, lower unit costs can still increase business profits, and low prices can attract customers, bring in repeat customers, and promote consumption for the two time.

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< p > price, psychological incentive, price elasticity of demand, plus two level price discrimination, these become the key factors for the explosive growth of "double 11" sales volume.

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"P 11" brings about a great change in consumption. The US media laments that the sales scale of China's "double 11" day has surpassed that of the two largest online shopping day in the United States, and e-commerce is expected to help China become the world's largest retail market in 2015.

This is a timely relief for China, which has always sought to upgrade its consumption.

If China can not become the largest consumer market, it will always be the factory's status to work in Europe and America.

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The emergence of "P 11" has stimulated the consumption growth of the two or three tier cities.

From last year's data statistics, the role of online shopping in releasing the consumption potential of the three or four line cities and the following regions is very obvious.

In trillion sales, sales of three or four tier cities increased by more than 60%, higher than that of second tier cities.

This stimulus to consumer demand, especially the "counter development stimulus", is hard to come by in the past.

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