November 11 is coming, and the double 11 Carnival closely connected with this day has ended the first movement and is in the second wave of sales climax. The front line of double 11 has been greatly extended. The explanation given by various e-commerce platforms is that they hope to reduce the pressure of logistics performance and provide users with a better consumption experience by using more band playing methods. Of course, this can also make its data growth more eye-catching to a certain extent. < p > < p > according to data from Alibaba, just after 0:00 on November 11, the peak order creation of tmall double 11 in the global carnival season reached 583000 transactions / second. From November 1 to 0:30 on November 11, the real-time turnover exceeded 372.3 billion. By 0:35 on November 11, 342 brands such as apple, L’Oreal and Haier had a turnover of more than 100 million yuan. Jingdong disclosed that from November 1 to November 11 at 0.9, the total amount of orders exceeded 200 billion yuan. < / P > < p > however, there are more small and medium-sized businesses that are not mentioned above. They are the same as the above-mentioned brands, or appear in the pre-sale list, or have the label of 25 minus every 200 in the cross store, or carry out a large amount of stock preparation in advance… But compared with the big brands that make money and win traffic, most of them may get a little cry, just like the cap of a drink bottle The very polite “thank you for your participation” printed on it. As a very heavy promotion node, double 11 has been in the 12th year. Zhang Yong, chairman and CEO of Alibaba’s board of directors and CEO, once said that the origin of double 11 is very simple, “I want to let consumers remember us through an activity or an event”. Nowadays, under the repeated “bombing” of pre-sale, live broadcast, full reduction, red envelope, building construction and cat raising, users’ awareness of the platform is indeed deepening. But put aside the platform and the flowers of big brands, what does double 11 bring to small and medium-sized businesses? Compared with the usual, what efforts should be made to participate in the double 11 promotion? What do they think of double 11? With these problems, Sina Technology and several small and medium-sized Taobao businesses chatted. It has been 11 years since I opened Taobao store, mainly engaged in jewelry. Except this year, I only participated in double 11 once before, five or six years ago. One is that the discount required by the double 11 platform is too high. After the discount is given to the merchants, it is completely in a state of losing money, so we can’t bear the cost. Second, our products do not belong to FMCG. We have to introduce new styles for double 11. If we are too busy in daily life or our sales are good, we don’t need to do it. < / P > < p > on double 11 this year, we took part in the activity of reducing 25% per 200 stores, which means that we don’t need profit, but bring a wave of fans and vitality. However, the proportion of double 11 in our annual sales is very low. The gross profit is only about 10% of the sales volume, and our daily gross profit can be 30%. < / P > < p > in fact, for small sellers like us, double-11 has little value other than giving back to customers. Even I don’t want the platform to do activities like crazy. First of all, you can’t make money, and then you may not be able to get traffic at all. We also have daily activities to give back to customers, which is not limited to double 11. However, if we give up double 11, the flow of the whole store will also be affected. Therefore, we should take double 11 as a separate project, which will affect the annual cost and sales plan. Take pearls as an example. A batch of pearls with good state and high cost performance in spring may not be able to launch products immediately, but the activities of double 11 should be considered. < / P > < p > all small businesses are looking at big V, big platforms and big stores to get traffic. Relatively speaking, Taobao doesn’t take care of small stores. You need to participate in activities, put in a lot, do a lot of things, and in the end you may get a little bit of traffic. < / P > < p > and now it will take a lot of time to learn. For example, we have a title that is not very good, which will not affect the traffic in the past. Users can still find the store. Now we need to make the title more accurate, so we need to learn the skills of using these functions to increase the exposure. We took part in the online learning course of Taobao University and paid about 20000 yuan of tuition, which has a certain effect, but the effect is very small. We can’t say how good it is. < / P > < p > I don’t think it’s meaningful for us to participate in double 11. Besides giving back to customers, there is no benefit, especially for small sellers. Big sellers may be OK. There is high-frequency repurchase of consumables. For our category, we must make high-quality products. When it comes to double 11, what are you selling? You still sell high-quality goods. You can’t make money for those things you want to push out, because your profit is very low. If you want to increase the profit again, you can’t sell it, which will affect the daily sales. < / P > < p > but once you don’t participate, the traffic in the station will be greatly affected during this period. Everyone is paying attention to the double 11 and the shops participating in the activities. If you don’t participate, you will not be pushed out and the traffic will not be obtained. You will see that the flow of your own shop is in a state of straight decline. < / P > < p > I personally have the idea of escaping from double 11. I also think that the merchants have been kidnapped by double 11. The biggest beneficiary is not the small seller. If I say, I think it is more likely to be a platform, and the number is very good. It should be helpful to the stock price. Of course, this is my subjective assumption. I think that we small sellers are “sacrificed”. < / P > < p > as a waist and tail beauty blogger, our main business is content, and our sideline is opening stores. At present, most of the stores opened in the bonded warehouse in July 2019. However, we only have a small group of self-made cosmetics stores in the world. At present, we mainly distribute to the brand, that is to talk about cooperation with the brand by ourselves → the brand gives us the authorization → after the order is generated, the brand warehouse helps to issue one piece on behalf. Only a few items in the whole store are purchased and delivered by ourselves. < / P > < p > since its establishment, the store has participated in two-year our opinion, double-11 may be the most successful marketing event. Even if we set the same preferential force every time we promote S-level promotion, such as 618 and new year’s festival, the sales volume of double-11 is still the highest. Compared with previous years, this year’s stock volume is basically the same. In terms of discount strength, for the same single product, the distributor’s price is generally lower than that of the flagship store, but the brand has price control requirements on the distributor. From the perspective of the price control standard of the brand on us, the preferential strength has not changed significantly, and what we gave is basically the same as last year. < / P > < p > in addition, we will drive through trains to increase traffic, and at the same time carry out marketing such as microblog fan headlines and live broadcast promotion. As we are bloggers’ shops, we have content capability, and we will use our private domain traffic to guide the stores and open live explanations. < / P > < p > last year, we combined the store coupons of different stalls and cross store full reduction activities. The sales volume of double 11 month was about 1.5-3 times of that of normal months. This year, we did not set up shop coupons of different magnitudes. Basically, we only participated in cross store full sales reduction, and some products have set up coupons. After the first wave of cross store full sales reduction, it looks like it should be the same as last year, and the final sales may be less than last year. < / P > < p > our adjustment strategy has the following background: first of all, the logistics cost of a consignment is very high; secondly, small sellers have no advantage in the price of taking goods; individual items are basically not profitable, and the gross profit is low. The cross store full discount and coupon can be superimposed, and the full discount is “every time” XX is full, XX will be reduced. If the superposition of coupon and full discount, either direct blood loss, or you have to raise the price in advance to avoid loss. However, if the price of a small product is less than RMB 150 / P >, the price of a small product will be very low if the price of the product is less than RMB 50 / P >, and the price of a small product will be reduced by RMB 150. < p > < p > for small businesses like us, double 11 is an opportunity to make up for the off-season revenue from July to September. If further profits can bring considerable traffic, it is also worth it. But in the whole system, Matthew effect is very obvious. < / P > < p > I think it’s very difficult for self-made people to break through the current market. Double 11 just fluctuates in its own level. The protagonists of this game are big players, and the biggest profits are from head merchants, head anchors and platforms. < / P > < p > speaking of double 11, I will participate every year. In fact, I will stock up a lot of goods from October, which is not only for the preparation of double 11, because for our industry, winter is the peak season – every year, February to April is the normal sales, may to July is the off-season, may also lose money, August began to warm up, all rely on October to December to make money. During this period, the sales situation is probably many times that of usual. The double 11 days were the most ferocious days. The staff and I often worked overtime until the early morning. < / P > < p > with regard to sales promotion means, we usually take some commodities to participate in the sales reduction, and will take out the commodities with large inventory, sufficient stock and a wide range of comprehensive applicable population to do activities. After all, there will be a lot of Taobao returns and exchanges. We do pants, so we can’t do activities for some styles with body shape. We will sign up only if they are popular and expected to be liked by most people. < / P > < p > in recent years, the rules of Taobao double 11 have become more and more complex and need to be calculated. I don’t like complicated rules, but I will participate because double 11 can really bring me a lot of traffic. < / P > < p > to tell you the truth, we didn’t understand the rules of double 11, so we signed up after rough calculation, which was equivalent to participating in a carnival where we didn’t know how to play algorithms. We have a group of sellers in private. Some of them are not limited to tmall’s flagship stores, but also Taobao stores, which are similar to the top 10 links in the store, which basically maintain tens of thousands of links all year round. Their team is very careful. Our small and medium-sized stores have basically ignored the algorithm, but only earn more and less within our profit scope. < / P > < p > many people think that double 11 is just a carnival of big brands, and small and medium-sized businesses are running with them completely. I don’t agree with it. This is all hoodwinked. Double 11 period, itself does not have the flow of the shop, Taobao will also give some traffic. For example, my shop has only a little traffic, mainly relying on microblog and Douban fans, but the traffic of double 11 will double. On double 11 last year, half of my store’s turnover came from Taobao’s traffic, and the other half was from the original flow – because those customers who came to buy had to report the secret code and had marks, so I remember very clearly. Moreover, it is not only small shops like ours, but also many big shops that we don’t pay much attention to. Double 11 can earn the sum of other months of the year, but we just stare at tmall. < / P > < p > in fact, Taobao’s support for businesses is not biased. As long as you have the money to promote it, you can buy a through train or something. The more money you spend, the more traffic. But I never buy it in my own shop. I can’t afford it. The special feature of this year’s double 11 is that there are two waves of sales period, which has a certain impact on the preparation of our store – diversion, not concentration. I prefer to finish it in one or two days on double 11. If we revel every day, who has the strength