秒杀福袋在“三八”节促销策略中的应用分析

Application Analysis on “Seckilling” in Fukubukuro’s Promotion Strategy of Women’s Day

摘要: “秒杀”原本是电脑游戏中的语汇，意为瞬间击杀对手，该概念延伸到电子商务领域，网络卖家以超低价格发布一些商品，买家在规定时间内进行网络抢购行为[1]，这种模式被无锡八佰伴应用于2011年“三八”节福袋促销活动中，使企业获得短期的业绩增长。八佰伴采用传统促销策略的同时创新应用福袋“秒杀”这种网络促销模式，为中国零售业在传统营销模式下如何巧妙借鉴网络工具提供了参考。

Abstract: Seckilling is a term originated from computed games, meaning kill the rival within a second. The concept of Seckilling has been extended to e-commerce to refer to rush purchase in the internet when a web-seller releases some commodities at ultra-low price for the buyers to buy within named period of time. This mode was applied by Wuxi Yaohan in Fukubukuro’s Promotion of Women’s Day, which increased the enterprise performance in a short time. Yohan creatively used Seckilling, a web promotion mode together with traditional promotion strategy, and therefore provided a reference for Chinese retail industry as how to bring the web-tool into the traditional marketing mode in a smart way.