The Conspiracy And Conspiracy Of Ali'S "Double 12"

The 50 yuan discount makes the offline stores crazy.

This year's "double 12", Ma Yun will bring the war to the line, Alipay combined with 2 stores nationwide discount sales promotion, and "double 11" at all times 50 percent off, the "double 12" highest only 50 yuan discount, but this has let the big supermarket row checkout queue, or even the system crash.

There are retailers who are not worried: if the heavily subsidized Taobao is constantly subsidizing the habit of consumers, the traditional retail position is even more dangerous. It should boycott Alipay.

But there is also a view that traditional retail should keep up with the era of mobile Internet. This is the trend.

Crazy day

In the evening of December 12th, Mr. Wang, who lives in Sanyuanqiao, queued up at the Wumart shopping mall at the door. In the checkout procession, everyone's shopping cart was packed with various items. The queue grew longer and longer. "There is a feeling of" black Friday. "Mr. Wang said," at 22 o'clock, the system seems to be closed soon, but there are still many people waiting in line, and some have given up. The shopping cart is packed aside. "

Such a scene on the day of "double 12" in Beijing, Hangzhou, Wuhan and other hundreds of supermarkets and convenience stores in the country.

It is reported that there are customers queuing up to rush to buy stores before Hangzhou Century Lianhua store opened. Due to too many people shopping, Alipay system failed.

This year, "double 12", there are nearly 100 under the line.

About 2 000 stores and Alipay joint operations, on December 12th, the use of Alipay wallet payment can be 50 percent off, covering a number of restaurants, bakeries, supermarkets, convenience stores and other consumer places.

Qiao Hongbing, a spokesman for Wumart group, said, "on the day of" double 12 ", Wuming sales increased greatly, and some stores had to limit current maintenance operations.

Alipay's statistics show that as of the "double 12" 15:30, a total of more than 4 million pactions concentrated outbreak.

Although 50 percent off of the promotional activities at the highest rate of only 50 yuan per relief, but still can not stop the turbulent crowd.

It has become the norm, but it still has enough attraction for offline promotion.

Each takes what he needs.

Qiao Hongbing told the Beijing Business Daily reporter that "double 12" activities not only attract the shopping of Wuming members, but also many new consumers enter stores, especially young people and college students.

He believes that for traditional retail, this "double 12" biggest bright spot is to bring new consumers.

According to insiders, as of December 12th, 15 hours, Alipay wallet joint line store has accumulated 4 million 40 thousand brushes, each brush Alipay wallet discount 20 yuan calculation, the 4 million 40 thousand paction total subsidy scale is 80 million yuan, it is certain that the "double 12" one day distribution to users subsidies in 100 million yuan or more.

For Alipay, it is obviously not the purpose of spending money to attract tourists.

Where does Alipay dance? Where is Alipay? Alipay is also fighting for new entrants, who are the main force of traditional retailing, namely "60 after" and "after" aunt.

Aunt managed the family's daily life consumption, but Alipay has always been blind area.

From the shopping allowance relief, let aunt contact and use Alipay, all promotional marketing activities are offline stores to implement, and even the payment process is also supermarket staff to teach customers.

As a result, Alipay only moved their fingers into the group of aunt.

There are data that Alipay wallet users add tens of millions a day.

It also enables young people to understand Alipay's payment scenarios, not just online payment.

Alipay's "double 12" activities in addition to supermarket convenience stores, there are restaurants, taxi, bakery, vending machines and other areas of life.

Alipay said, "the partners we choose are very close to the daily life of the consumer scenario, through the infiltration of everyday life scenes, to bring more convenient services to people".

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Blocking or sparse

Alipay's penetration from online to offline has caused some traditional retailers to panic. In its view, Alibaba has already reshuffled many industries with subsidies, such as taxi.

Traditional retail itself is a low margin industry. If Alibaba smashed the money line, it would have a huge impact on traditional retailing.

"Entity retail should boycott Alipay, and Alipay has to play down."

In terms of physical beauty, "double 12" has brought a lot of passenger flow and sales for the beauty of material, but

There is still a certain gap between their celebrations and activities during the Spring Festival.

In terms of Wumart, cooperation with Alipay is a great opportunity to explore online business for traditional retailing, such as how to get online and offline, and how to direct online passenger flow to offline stores.

Qiao Hongbing revealed that Wumart will soon launch online and offline store linkage business.

There is also the view of the retail industry that the domestic retail industry is still in an awkward situation of not promoting sales. The consumers of "double 12" mostly go to the price concessions, even if they become Alipay users, they are only temporary.

According to the Beijing Business Daily reporter, after the "double 12" day, the highest 50 yuan preferential hot spot, the next day the discount will be reduced to the highest 10 yuan, the major supermarkets have basically resumed normal operation. According to the staff of Wumart shop, in December 13th and 14th, basically only thirty or forty Alipay daily checkout.