[He] Women electricity supplier information TOP50 (electricity supplier) Brand Promotions Index（[他]女性电力供应商信息TOP50(电力供应商)品牌促销活动指数）.doc

1[He] Women electricity supplier information TOP50 (electricity supplier) Brand Promotions IndexPromotional Index Definitions “Promotion index” is an indicator of own publication of the index represents a brand in a given period achieved through promotional sales accounted for the proportion of total sales for the period. To minimize the impact of natural fluctuations volume, we select the brand in the past seven days moving average trading volume as a reference. Complete coverage seven days a week just so to maximize the reduction of the weekend on the regularity of transactions affected. We assume that if one day the brand’s turnover is twice larger than the reference volume (volume brands used herein includes only the Taobao platform), we think that the brand has taken on this day “promotion” measures where the reason for the promotion fight quotes because we determine promotion approach based purely on numbers, two parameter setting is based 2on experience and assumptions. In addition, some of the current electricity supplier industry-based Carnival, such as 6 18, two-eleven, even if the brand does not take the initiative to do promotions, industry as a whole will drive the brand’s turnover fanatical peak. Then a more common scenario is a new. Regularity, a new cyclical, making stores operating rhythm can expect, is an effective way of marketing the old customers, has been widely adopted by Taobao seller. Shops deal New on this day in a short shot, can also cause promotional illusion. Overall, sales index reflects the brand’s dependence on the activity and if the index is higher, indicating that the brand more turnover from activity days, conventional sales accounted for less. Women brand promotion Index With an intuitive guess, we usually might think pure online brand promotion index will be greater than line brand because online brand from scratch, as opposed to the line already famous brands, suffered from the channel changing commodity, fake interference smaller, 3while the amount of online brand in order to play as soon as possible, has relied on the natural activities. This judgment is largely right. Promotions index of the top 20 brands in the online brands accounted for fifteen of these sales accounted for almost all brands of over three percent. Whether it is with other women’s brands or other industries, This is a very high proportion, indicating that these brands promotional dependence is very high. But here is a special need to emphasize the impact of dual-eleven. Liebo, Yin Man, etc. are creating miracles Taobao double eleven typical of double eleven single-day sales accounted Yin Man 25% of annual sales, accounting for annual sales Liebo 18% of the amount of other well-known brands of this proportion Amoy most are more than 10%. Excluding pairs eleven this extreme, the brand’s sales index will be greatly reduced. This can also be confirmed pairs eleven reverse of these brands, “meaning.” Promotional index and brand “channel concentration” have a great relationship for these born Taobao, Taobao longer than women’s brand, the official 4flagship store is the brand’s most important sales channel, entirely for their own control distribution accounted for joining ratio is relatively small, which makes business easier to organize promotional activities brand level. However, the promotion of the brand but not the highest index of online brand, but a line from the traditional brand: Carolina pattern. Satisfied that the pattern is Hang send women representative of the brand, founded in 2003, has been in traditional costume industry hard in recent years. Satisfied that the pattern a second and third tier cities in the country has more than 800 stores, of which more than 80% for the franchisee. Satisfied that the pattern in the field of electronic business has created a legend: on-line that is nine months into the top three women’s Taobao, on-line sales of 90 million the first year of implementation. Previously Satisfied that the pattern had been expected in 2012, the brand’s sales of electricity providers will be able to reach 2.3 million, of which 200 million transactions in the Taobao platform, and the remaining 530 million by Jingdong, while statistics show that sodium lines (Na Wain brand) last year in the Taobao platform to achieve a turnover of only 150 million, less than expected, but growth is still rapid . Now, perhaps we can come to such a conclusion: Satisfied that the pattern of the electricity supplier is “promotion-driven.” But they say? Brand dare to spend so much effort to do promotions, first at least show enough attention to the brand of e-commerce business, e-commerce brand also find harmony with the traditional business of the road. Satisfied that the pattern combing through agents mentality, Swinger link from agents obstacles .2010 August 31, Satisfied that the pattern clothing Taobao Mall flagship store opened in the end of the year, Navier-commerce Co., Lt。