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The author:(作者)左published in(发表于) 2013/11/12 11:57:28 “Double 11“ rearing brush shops： under suspicion of cheating letter shop
"Double 11" rearing brush shop: under suspicion of cheating seal shop-11, double 11, shopping Carnival cat, cat, brush-IT information "Double 11" rearing brush shops: under suspicion of cheating letter shop
"Brush" stubborn persistence, have repeatedly staged. Yesterday, a message appears stating, there are several shops, including M9 appeared to brush. Yesterday's news that businesses involved in the double 11 promotions, there are a number of shops were on suspicion of brush cheat off the shelves store closures. Among them, the M9 's first flagship store closure. Reporters later view the M9 sold records, found between 10th and 11th is a blank record. Since then, goods trade returned to normal.
Yesterday, Nantong, Jiangsu, an electronics merchant's staff is printing double 11 cargo express orders.
Yesterday, Nantong, Jiangsu, an electronics merchant's staff is double 11 goods packed and busy.
In the news, cats involved were arrested for scalp cheating days next flagship store also includes partysu, racing apparel specialty stores, beautiful flagship store, pretty good Footwear specialty stores, Bora international flagship stores, rosierarles flagship store.
In addition, some Internet users suspect broke AK men's scalp, with a list of accounts repeated several times the purchase price of 3,999 Yuan, reaching dozens of single.
This brush was exposed as a single line only exists among non-famous brands, industry analysis of these operators are using scalp means nothing more than to draw traffic and resources, snap fame.
Brush only refers to the false way to increase sales, you do not need to actually buy. Merchants since its feel to the cat severely fraudulent transactions, deleting a flat, delete product information, down the right, prohibits participation in activities such as coercion.
In 2012, the mercury to store textiles, home textiles, Vico family boyang home textiles for home textile brand of the representatives, also appeared on the record the user ID with the same name repeat purchases. Therefore, my cats have much data "injection" question has landed 19.1 billion yuan turnover cast a shadow.
Merchants say
In order to attract traffic, some businesses willing to sacrifice the brushes and the like. For normal sale of shop owners and vendors who cannot participate in the double 11 c Taobao shop, dual 11-will they bring?
Small Dog Electronics: explosions don't make money or even lose money
Small Dog Electronics is 2012 double cat small appliance sales in second in 11 days, dominated the vacuum cleaner. Because of the bad channel "pressed", in 2007, a small dog under CEO Tan dashed line decided to withdraw from the market to be a pure Internet brand.
In order to meet the double 11, small dogs often start one year earlier preparations, like now, was already in the preparation for the coming year. Marketing activities for more than three months in advance, waiting for the day the tone set cat. Against the 11 pair of essential goods also includes water, quilts, instant noodles and so on, in small dogs have been piled in the regional office.
Tan rushed 11 pair of change this year was the largest of all, not just selling goods as ever, are talking about brands.
Puppy double 11 can earn money? "The explosions did not make money, or even lose money. Like a vacuum cleaner, if online will sell to more than 2,700 Yuan, but double 11 day will sell for 700 Yuan, is busy for a fraction of the price. "Tan dash said. And, the day also gave away 8,000 humidifier, is absolutely lost.
Explosions, generally refers to sales good, high popularity even in short supply. Merchants create a special 1-2 explosion products in order to achieve the purpose of attracting eyeballs and traffic, and led in-store consumer.
Tan rushed explained that so-called explosive "may not always be this price." Design a ladder, dual 11-gradually increase price returns. But consumers likely to be attracted to getting in here looking for other commodities, a second conversion. "Finally, we won't lose money, will make a profit. "Tan wash said.
Flowers in the mirror: don't expect dual 11-new customer
Flowers in the mirrors of the shopkeepers Ping Zhuojie and Annie are a couple after the husband and wife, "flowers in the mirrors" is their own brand of cosmetics.
2011 flowers in the mirrors began to attend 11, little shop of 50 percent or postage, but works out at the end of lost hundreds of thousands of, almost a year's profits. In 2012, the flowers in the mirrors to recuperate, and basically worked out of the two-stage 11.
Ping Zhuojie, originally did not want to participate in this year, but customers should be asked, or is going to, but little more. "We are a member of top shopping, major customers, we are ready to whatever they want. Is tantamount to making concessions and would not be lost. ”
Now double 11 mindset difference between this and the past? Ping Zhuojie said, "started to come to dual 11 to troop training, dual 11 is a prime Festival, not to join cannot be said to be businessmen. Now many people are already familiar with these rules, began to adopt the non-normal means of competition. We no longer war. ”
"Disposable spending hard earned money from customers who desire to buy low, mainly looking for cheap. Wasteful thing for nothing. "In his analysis.
Ping Zhuojie said the toss after one or two years and found no customers are really dual 11 to settle down. So this doesn't spend a penny to promote, also held out no hope for new customers.
House Calls: God cat "Fame"
House Calls is a company mainly produces detergents and miscellaneous, this year is the third year of participation in double 11. The difference with previous years is, House Calls for fast networks, 1th shop days how important business platform: the cat has a great promotion.
House Calls the Planning Department official told reporters, as in more than one business platform, double at all 11 products and profit model is different, so as to avoid "holding each other luck". She disclosed that cats sold in days not cheaper.
"In previous years, the large scale integrated platform is not so big now, enthusiasm is so high. When trade quicker Inc Monrovia NET, 1th, shop, in order to compete with cat, will give our merchants ' welfare '. Appropriate profit margins make part of subsidized rebates, as well as marketing, back-office operational help. ”
House Calls the Planning Department official said, days on the cat's price is not the biggest, promotions in other platforms will be more "harder". But for various subsidies exist, finally, were the platforms of high profits.
"Our aim is that in cat promotion, sales increase brand awareness, but flat margins, profits are unlikely. Integrated platform margin space larger, profit is a little better. ”
Park website: marketing spending 50 times times daily
Tai Pak Mong the first year two-11 entered the main hall. As of September last year, was getting home textile brands, large networks COO Solvay Park, after more than a year to accumulate, there is confidence in this year's twin 11 merchant.
According to Solvay introduction, because of the large businesses and venues are limited positions, cat merchants participating in the dual 11 to have strict selection criteria. "Just look at sales, originality, growth, quality has its own weight. "He said, birth year, limited sales of the big park to participate in two-day 11 is due to cat prop. "My cat is very rule-speaking platform, may value our operation idea is unique, return rate is lower. ”
Solvay said that with respect to business, obtain a new customer costs is the biggest, so at this stage, the Park network will certainly not miss the double 11. Cats all merchants, will buy the through train, diamond exhibition traffic, they are no exception. "Early marketing spending is relatively large, about 50 times the daily times. ”
"Big plain customer purchased a second rate is very high, at 50% per cent, our pricing is relatively high. So although large, is a good deal for us. "Solvay said. "After baptism, service provider, customers tend to be rational, be judged true or not pay more attention to product quality, not cheap. ”
Small sellers: stolen traffic, have no voice
Businesses don't play double 11, starting from the preheating stage is affected
Residence of nine small dress shop owner climbing 77 said that dual 11-sales for more than 20 days before and after are brought together into one day, an event that made something to attract traditionally cat brands to set up shop. "This is the purpose of the cat. ”
"For businesses that cannot participate in dual 11 events, was clearly a very unfair thing. "Climbing little qiqi says. "All traffic and sales, is central to those tens of thousands of businesses participating in the double 11 activities who went. "He said.
Climbing small qiqi says businesses don't play double 11, and began to be affected from the preheating phase, people affected, traffic impact, sales were affected; plus overdraft consumption, subsequent fighting may continue for a while. "C store merchants have no voice. ”
In order to be able to rub a little pair of 11 of the traffic, he not only by through train money, themselves at the residence of shop decorated with some big red nine "pair of 11 elements," such as "1111 shopping Carnival", "20 percent Cap" message to attract consumer attention.
Double 11 approached, merchants found every corner of October 30 shops were forced to join the main venue for jump links, which means that operators are hard-bought diverting flow will be the second time out. This led to some complaints, jump link was subsequently removed.
Data
Double 11 packages or doubles in a year
Courier companies ahead of expansion of the system; an insured parcel payment amount up to thousands of dollars
The Beijing News (Xinhua Zhao Jiani) since the Mills Shopping Festival "double 11" once again closed. The reporter learns, 13 hours before yesterday, cat form package has more than 80 million, and this figure exceeds last year's total of the package throughout the day (around 78 million). 17 o'clock yesterday, parcels broken billion.
Rookie network expected double of 11 parcels volume will exceed 150 million this year, total nearly doubled compared with last year. Some logistics companies yesterday morning two-hour package of orders is more than double last year during 11 combined.
As the major businesses being shipped, is expected to peak today will usher in a pair of 11 logistics, and reached a peak in 13th.
From the order form, Shanghai, Beijing, Hangzhou, Guangzhou, Wuhan and other node cities will relay more pressure.
State Post Bureau in front of a pair of 11 this year, repeatedly stressed that the meeting, will not be paralyzed, burst open. The major courier companies to upgrade and expand the processing system. According to China's express introduced Association Vice Chairman Li Huide, often express 11 pair of inputs for the first year, required to meet the business development capacity for the second year.
According to reports, most courier companies have agreements with the day cat, not amount insured packages such as loss of pay up to a maximum of 1000. Taking into account the double 11 order dominated by hundreds of dollars of goods, China Post will damage the package are covered by the amount raised to 200.
“双11”再现刷单店铺：涉嫌作弊被下架封店 - 双十一,双11,天猫购物狂欢节,天猫,刷单 - IT资讯“双11”再现刷单店铺：涉嫌作弊被下架封店
“刷单”顽疾屡禁不止，每逢电商大促都一再上演。昨日，有消息显示，又有包括m9在内多家店出现了刷单行为。昨日有消息称，参与双11促销的商家中，有多家店铺因涉嫌刷单作弊而被下架封店。其中，m9旗舰店首家被封。记者晚些时候查看m9成交记录，发现10日至11日7点钟之间为空白记录。其后，货品交易恢复正常。
昨日，江苏省南通市一家电子商户的工作人员正在打印双十一货物的快递订单。
昨日，江苏省南通市一家电子商户的工作人员正在为双十一货物打包而忙碌。
上述消息中，涉及因涉嫌刷单作弊而被天猫下架封店的还包括partysu旗舰店、友驰服饰专营店、唯美特旗舰店、俊佳鞋类专营店、宝莱国际服饰旗舰店、rosierarles旗舰店等。
另外，有网友爆料AK男装也有刷单嫌疑，同一个账户反复多次购买原价3999元的单品，达到了数十单。
此次被爆出的刷单行为目前仅存在于非知名品牌当中，业内分析这些商户采用刷单手段不外乎是为了吸引流量和资源，打响名气。
刷单是指以作假的方式提高销量，不需要进行实际购买。商户今年以来明显感觉到天猫严惩虚假交易行为，采用删除爆款、删除商品信息、降权、禁止参与活动等强制手段。
在2012年，以店铺水星家纺、维科家纺、博洋家纺为代表的家纺品牌，在成交记录当中也出现了同名用户ID重复购买的情况。因此，天猫曾备受数据“注水”的质疑，也为191亿元的交易额蒙上了一层阴影。
■商户说
为了吸引流量，部分商户不惜祭出刷单等手段。而对于正常销售的商户及不能参加双11的淘宝C店卖家来说，双11会给他们带来什么？
小狗电器：爆款不挣钱甚至赔钱
小狗电器是2012年双11天猫小家电销售第二名，主打吸尘器。由于不堪渠道“压榨”，在2007年小狗CEO檀冲决定撤出线下市场，成为纯粹的互联网品牌。
为了迎接双11，小狗往往提前一年多开始着手准备产品，像现在，就已经在为明年的此刻筹备了。营销活动则提前三个多月，等待天猫的调子定好。迎战双11的必备品还包括水杯、棉被、方便面等，在小狗的办公区域里一直堆着。
檀冲觉得今年双11的改变最大的是，不像从前只是卖货，现在讲品牌。
小狗在双11能赚到钱吗？“爆款确实不挣钱，甚至赔钱。比如某吸尘器，要是在线下会卖到2700多元，但双11当天只会卖到700元，才占线下价格的一个零头。”檀冲说。而且，当天还要送出8000款加湿器，是百分百亏的。
爆款，一般指的是销量好、人气高甚至供不应求的产品。商户会专门打造1-2款爆款产品，以达到吸引眼球和流量的目的，并带动店内其他消费。
檀冲解释说，所谓爆款“不可能永远这个价格”。会设计一个阶梯，双11之后逐渐加价，实现价格回归。但消费者容易被吸引，进来店中寻找其他商品，进行二次转化。“最后我们不会赔钱，还会赚钱。”檀冲说。
镜花缘：不指望双11拉新客户
镜花缘的店主平卓杰、安妮是一对80后小夫妻，“镜花缘”是他们自己的化妆品品牌。
2011年镜花缘开始参加双11，小店全场5折包邮，但年底算下来竟然亏了几十万，差不多是他们一年的利润。在2012年，镜花缘休养生息，基本上可以算退出了双11舞台。
平卓杰表示，本来今年没有想参加，不过应老客户要求，还是要上，但货没有备特别多。“我们搞的是会员充值购物，主要做老客户，他们要什么我们准备什么。等于是一次让利优惠，绝对不能亏了。”
对于现在参加双11心态上和过去有何不同？平卓杰称，“开始参加双11是为了练兵，双11是电商的盛世节日，不参加不能说是电商人。现在好多人已经熟悉这些规则，开始采用非正常竞争手段。我们就不再抢战场了。”
“一次性消费很难赚到客户的钱，那些人回头购买欲望很低，主要找便宜。劳民伤财的事没意义。”他分析。
平卓杰称，经过一两年折腾，发现没什么客户是真正从双11沉淀下来的。因此这次没有花一分钱推广，也不抱希望拉新客户了。
妙管家：上天猫“图名不图利”
妙管家是主要生产清洁剂和日杂用品的一家公司，今年是第三年参与双11。与往年的不同之处是，妙管家对易迅网、1号店等天猫之外其他电商平台重视程度有很大提升。
妙管家企划部负责人告诉记者，由于在多个电商平台开店，双11各家的产品和让利模式有所差异，是为了避免“左右手互博”。她透露，在天猫上卖的不会是最便宜的。
“在前几年，各大综合平台规模没有现在这么大，投入热情也这么高。当易迅网、1号店这些起来，为了和天猫竞争，会给我们商户一些‘福利’。比如酌情将利润空间让出一部分，补贴返点，还有营销推广、后台运营上的帮助。”
妙管家企划部负责人称，天猫上的降价力度不是最大的，其他平台的促销幅度会更“狠一些”。但由于种种补贴存在，最后来看，还是那些平台的利润高一些。
“我们的目的是，在天猫推广，用销量提高知名度，但平毛利，图利的点不大。综合性平台毛利空间会大一些，利润要好一点。”
大朴网：营销投入50倍于日常
大朴网今年第一年参加双11就进入了主会场。作为去年9月份刚起步的家纺品牌，大朴网COO苏威表示，经过一年多的积累，有信心在今年双11期间放量。
据苏威介绍，由于商家众多而会场位置有限，天猫对于参加双11的商户有严格的筛选标准。“不仅仅看销售额，原创性、成长性、品质等都占有各自权重。”他表示，出生一年、销量有限的大朴参加双11是得益于天猫的扶植。“天猫是非常讲规则的平台，可能看重我们运营思路比较独特，退货率较低。”
苏威称，对于电商来讲，获取新客的成本是最大的，于是在现阶段，大朴网肯定不会错过双11。天猫所有商家，都会买直通车、钻展流量，他们也不例外。“前期营销投入的确比较大，约为日常的50倍。”
“大朴的客户二购率非常之高，在50%以上，我们产品定价也相对较高。所以虽然投入大，对于我们来说是划算的。”苏威说。“经过各种电商洗礼，顾客趋于理性，会判断真假更注重产品品质，不会一味贪便宜了。”
小卖家：被抢流量，没有发言权
称不参加双11的商家，从预热的阶段就开始受到影响
九公馆皮裙的店主攀岩小七七表示，双11是汇聚前后20多天的销售额整合到一天，把这一场活动打出点名堂，去吸引传统品牌商来天猫开店。“这是天猫的目的。”
“对于无法参加双11活动的商家，明显是一件很不公平的事情。”攀岩小七七说。“所有的流量跟销量，都集中到那几万个参加双11活动的商家身上去了。”他表示。
攀岩小七七说，不参加双11的商家，从预热的阶段就开始受到影响，搜索受到影响、流量受到影响、销售受到影响；再加上透支性消费，后续的打击会持续一段。“C店商家没有发言权。”
为了能够蹭到一点双11的流量，他不仅靠直通车砸钱，还自行在九公馆店铺装饰了一些大红色的“双11元素”，如“1111购物狂欢节”、“2折封顶”的字样来吸引消费者关注。
在双11临近时，有商户发现10月30日店铺内各个角落被强行加入了主会场的跳转链接，这意味着商户辛苦买来的流量会被二次分流出去。这引发了部分商户的投诉，此后跳转链接被撤下。
■数据
双11包裹量或较去年翻番
快递公司提前对系统扩容；未保价包裹赔付金额最高可达千元
新京报讯（记者赵嘉妮）电商自造的购物节日“双11”又一次落幕。记者获悉，昨日前13个小时，天猫形成包裹已超过8000万个，该数字超过去年全天的包裹数总量（约7800万）。昨日17时，包裹量破亿。
据菜鸟网络预计，今年双11产生的包裹量将超过1.5亿个，较去年总量近乎翻番。部分物流公司昨日凌晨两小时产生的包裹订单数已超过了去年双11期间的总和。
随着各大商家陆续发货，预计今日将迎来双11物流高峰期，并且在13日至14日达到一个峰值。
从订单形成区域来看，上海、北京、杭州、广州、武汉等节点城市的中转压力较大。
国家邮政局在今年双11前，多次开会强调，确保不瘫痪、不爆仓。各大快递公司亦对处理系统进行了升级和扩容。据中国快递协会常务副会长李惠德介绍，往往快递公司第一年双11的投入，恰好能满足第二年企业发展的运能所需。
据介绍，大多数快递公司已跟天猫协议，未保价包裹如丢失赔付金额最高可达1000元。考虑到双11订单以几百元的商品为主，中国邮政也将损毁包裹赔付金额提高到200元。
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