APT has helped the world's leading retail companies to evaluate the benefits of the festival economy for many years. For the benefit analysis of the activities launched on the black Friday of the United States (Thanksgiving Day second days), the most important topic is whether consumers only consume ahead of time but do not consume more. "When we compare the consumption behavior of" shopping "with" no shopping "customers at the beginning of the festival, we can see clearly that the" shopping "customers are increasing significantly in consumption.

However, after continuous observation, the customers of shopping during the festival will drop sharply no matter in the frequency and amount of shopping. The total purchase volume of customers in the same year or the same season will not exceed, but on the contrary, less than those who did not purchase during the festival. These holiday shopping customers did not buy more goods than originally planned, but only adjusted their shopping opportunities to the discount season. The phenomenon of earlier realization of demand did not create more business opportunities, but instead gave profits to customers when promoting sales.

In order to avoid giving profits to customers in a free way, we can think about how to create more value from the following three aspects, whether offline shopping mall or electricity supplier.

　 1. do sales promotion bring new customers? - find out the most new customers. Sales promotion

Apart from the analysis of the original customers, the promotion of festival economy can always bring new customer sources. When different promotions happen at the same time, the analysis of small ticket data and customer data shows that the proportion of new arrivals can be observed and the proportion of new promotions attracting new customers can be deeply observed.

　 2. is the entity shop subject to competition? - prevention of category promotion against competing foods Customer churn

Unlike the black Friday of the United States, the double 10 together in the electricity supplier, no doubt has a considerable impact on the physical shop, no electricity supplier's physical mall can analyze which categories are competing for more food, and also promote sales for the competing categories, so as to prevent the market from being eroded by the electricity supplier.

3. how to integrate online and offline? Take the passenger flow to create more and buy opportunities.

Many physical retailers have begun to develop electricity providers. They hope to add value to revenue during the double eleven period. But physical retailers can analyze the online sales of those products from the data analysis and buy lower rates, and launch corresponding concessions online to drain consumers into real shops, thus creating more and buying opportunities.

Data observation Consumer The behavior will help the physical retailers and the electricity suppliers to observe the real benefits of double eleven. When double eleven becomes a tradition gradually, consumers will regard double eleven promotion as a habit, then the demand ahead, competing phenomenon and buying down will be more obvious. The entity mall and the electricity supplier should conduct a comprehensive analysis from all aspects such as item, customer behavior, and so on, and find out which promotions are effective and which are not effective, so as to gain more profits during festivals.