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线上营销转化率降低?“米粉节”单日销售额缩水
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Topic: 线上营销转化率降低?“米粉节”单日销售额缩水 (Read 197 times)
Brendada
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线上营销转化率降低?“米粉节”单日销售额缩水
April 09, 2017, 09:26:16 AM
#1
小米官方公布了2017年4月6日启动的米粉节最新战绩:截至当天19点4 1分,支付已破5亿元,参与米粉节活动的人数累计超3688万。似乎是一个不错的成绩,但南都记者对比小米公司公布的近两年米粉节数据发现,这一单日销售额比2 0 15年缩水超过一半。
“相对于以往一天的米粉节狂欢来看,此次小米公司米粉节将持续4天时间,不同于以往将所有优惠活动集中到一天时间,所以销售金额不会一天爆发,每天都有各种优惠点和优惠活动”,小米方面回应南都记者称。
线上造节营销转化率降低
根据小米的官方数据,2015年米粉节一天的销售额超过20亿,但2016年米粉节的战线被拉长至一周,总销售额却为18 .7亿,不及2015年一天的米粉节销售额。
同销售额一样落差颇大的是米粉节交易额破亿时间。官方数据显示,2015年米粉节交易金额破亿时间为8分30秒,而2017年交易额破亿时间为1小时33分。
是小米的粉丝流失了么?但另一数据显示并非如此。
梳理小米官方发布的数据发现,2015年的米粉节一天参与总人次是1400万人(销售额20.8亿),2016年米粉节总参与人次(持续一周)为460 0万人(销售额18 .7亿),2017年米粉节一天的参与人数约为4000万左右(销售额破5亿)。
究竟是客单价逐年递减还是米粉节促销活动的转化率骤降?
“4000万人当中,大部分是参与了预热旗舰米兔点赞换优惠券活动的”,小米方面解释称,在今年的米粉节当中,小米公司提前一周开始的预热活动———米兔点赞换优惠券,在米粉节开始的首日当中,计算入预热活动中参与人数,总共有4000万人参与了此次米粉节活动,并不是首日4000万人参与卖了5亿元的概念。
但对比2015年和2016年的米粉节总参与人次及销售金额可以发现,参与米粉节的消费者总人数在增加,但总销售金额呈现递减。
有不愿具名的业内人士向南都记者表示,原因在于米粉节的转化率下降。“因为竞品越来越厉害,消费者也越来越成熟。”这就意味着,粉丝经济、造节促销等线上渠道中惯用的营销手段难以再刺激消费者购买。
或许小米也意识到这一现象,尝试在米粉节中不断加入新元素,“包括马薇薇、黄执中、肖骁、大王等《奇葩说》中的人物出演米粉节预热创意视频,而《奇葩说》也在节目中口播与小米合作的新玩法———口令红包,用户打开小米商城A P P,输入口令奇葩说,即可参与嗨抢1亿红包的福利活动”,小米方面称。
sinper gun
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Re: 线上营销转化率降低?“米粉节”单日销售额缩水
April 09, 2017, 09:34:40 AM
#2
小米终于走下坡路了
vapor steam
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⇾
Re: 线上营销转化率降低?“米粉节”单日销售额缩水
April 09, 2017, 09:47:34 AM
#3
别人也起来,以前没什么对手现在对手起来了
Brendada
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Re: 线上营销转化率降低?“米粉节”单日销售额缩水
April 09, 2017, 09:48:43 AM
#4
小米就是恶心,没事弄什么饥饿营销,结构把自己搭进去了。
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