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The author:(作者)归海一刀published in(发表于) 2014/5/31 8:03:57 Shangzao： built on the line， below the line followed up，
Shangzao: built on the line, off-line follow up section-shangzao-IT news Shangzao: built on the line, below the line followed up
At has not yet adapted to the eyes of the "520" just past, children's day and the Dragon Boat Festival to follow. Holiday shopping has always been an important economic model in holiday economy, more and more businesses are "double 11" tasted the sweetness of electric vs.
Created by holiday spending, why more attractive than traditional Mall holiday promotions? -Among the two: inexpensive, winning. Channel is more useful, even more decisive.
Consumption peaks during the extension, holiday spending is no longer "immediacy", more and more consumers are shopping channel tend to small entities. While many relatives, preferred destinations close to shops to buy gifts, lined up at the Mall is a waste of time.
Nielsen data shows that among FMCG channel during the Spring Festival this year, small supermarkets and grocery stores have shone, 10.5% increased sales compared to last year, while the hypermarkets and supermarkets fell 0.9%, consumers are more like in the small channel shopping.
The widespread use of smartphones, makes shopping online in three or four tiers are also common. Nielsen data shows that three or four tier mobile shopping penetration rate reached 12% and 11% more than 9% in second-tier cities, catching the first-tier cities 14%.
Mobile shopping by the full flowering of 2014 mobile shopping market scale of China in the first quarter reached 7.8 billion yuan. This figure in the year 2013 25.4 per cent in the first quarter, an increase of 207%.
2014 Spring Festival, 22 cities, hypermarkets chocolates from 2013 peak sales weeks 5 weeks 7 weeks of extended to 2014, the traditional Asian beverages also extended from 3 weeks to 4 weeks. These both online and offline in response, there are causes of in-store promotions, multimedia advertising. Through rational allocation of in-store investments and advertising investments, part of category sales peaked relatively extended the Spring Festival this year. This also might be a lot of consumers feel the cause of year-round gift purchases does not pausing.
Online holiday peak, overall sales peak was drawn, in terms of time for manufacturers and retailers to provide more opportunities.
General online sales peaked earlier than offline, companies can "staggering" integration of channel resources. A growing number of holiday online shopping spree, such as children's day this year, chose to lag a day drawn in front on the line, creating a "consumption of 62 children Festival". From movies and other cultural products to milk such as FMCG, many products from the end of May had already started to promote, extend the peak sales.
Built on the line, off-line follow up, tie just right.
电商造节：线上制造，线下跟进 - 电商造节 - IT资讯电商造节：线上制造，线下跟进
眼瞅着还没适应的“520节”刚刚过去，儿童节和端午节就接踵而至。节日购物一直是假日经济中一种重要的经济模式，而越来越多的商家在“双十一”电商大战中尝到了甜头。
电商创造的节日消费，为什么比传统商场的节假日促销更有吸引力呢？无外乎两条：物美价廉、渠道制胜。渠道的作用更大，甚至更具有决定性。
消费高峰时段在延长，节日消费不再是“即时性”，越来越多的消费者更趋向于在小型实体渠道购物。很多人走亲戚的时候，更喜欢在目的地附近的小店购买礼品，因为在大卖场排队很浪费时间。
尼尔森的调查数据显示，今年春节期间快消品渠道当中，小型超市和食杂店表现抢眼，销售额相较于去年增长了10.5%，而大卖场和大型超市则下降了0.9%，消费者越来越喜欢在小型渠道购物。
智能手机的普遍使用，使得在线购物在三四线城市也很普遍。尼尔森的调查数据显示，三四线城市移动购物渗透率分别达到12%与11%，超过二线城市的9%，直追一线城市14%。
移动购物的全面开花使得2014年一季度中国手机购物市场交易规模达到78亿元人民币。这一数字在2013年一季度仅为25.4，同比增长207%。
2014年春节，22个城市大卖场巧克力销售高峰周从2013年的5周延长至2014年的7周，亚洲传统饮料也从3周延长至4周。这其中既有线上线下的配合，也有店内促销、更多媒体广告投入的原因。通过合理配置店内投资和广告投资，今年春节部分品类销售高峰相对延长。这也或许是很多消费者感受到一年四季礼品购买不停歇的原因。
线上线下节日错峰，整体销售高峰时段被拉长，从时间上为厂商和零售商提供更多的机会。
一般线上销售高峰时间比线下提前，厂商可“错峰”整合渠道资源。越来越多的节日成为线上购物狂欢，例如今年儿童节，线上则选择了滞后一天拉长战线，创造出“62儿童消费节”。从电影等文化产品到奶粉等快消品，许多产品从5月底就已经开始促销，销售高峰延长。
线上制造，线下跟进，配合战打得刚刚好。
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