[InDepth] Flipkart’s Big Billion Days vs. Amazon's Great Indian Festival

Now days, we are all already forwarded from smart to smarter digital era by sharp growth of our e-commerce industries in India. Most renowned name among those leaders of e-commerce empire in India can be reminded as most as Flipkart and Amazon. Both are running along with their maximum acceleration to acquire the apex of legacy of Indian market, just like a snake and mongoose. As results showed up every time, it can be easily analyzed that the common strategy engaged by the both of two e-commerce pillar of India, just next to the same. It reflects very explicitly when India’s greatest festivals arrive in. yes!

Amazon Landing Page for Great Indian Sale

In order to snatch the golden jackpot to take possession onto great Indian festive market, the most attractive enunciation has just been freshly announced by Amazon and Flipkart. Those are "GREAT INDIAN FESTIVAL" launched by Amazon and "BIG BILLION DAYS" by Flipkart, with same allotted time span, ranging six days 29th September to 4th October.

These two particular ceremonious session offer us a lot of discounts, cash backs, coupons and many more due to propagate the joyous ambience of the great festival and also in order to amplify their individual revenue and gross-sales. Let us have a look on these two great commercial aspects with proper perception.

Flipkart's Landing page for Big Billion Sale

E-Commerce Industry in India

The following couple of years are pivotal for web based business in India, with online retail spending assessed to flood to $130-150 billion by 2025 from $10-13 billion only two years prior, according to a report by The Boston Consulting Group. The ecommerce whole industry is on track to grow 32% for the whole of 2019 to reach $32 billion for CY19.

Flipkart

Started in India,as an e-commerce company,flipkart used to sell books and later moved on to all categories. The tagline is #AbHarWishHogiPuri.

The residential web based business goliath has encountered different good and bad times, including a subsidizing crunch pursued by valuation markdowns.

In May 2019, the world's biggest retail chain, Walmart, gained a 77% stake in India's biggest web-based business commercial center for $16 billion, the greatest worldwide web buyout of 2019. The arrangement esteemed Flipkart at $21 billion. Of the $16 billion, Flipkart got a money implantation of $2 billion, with the staying going to investors who offered their stakes to Walmart.

Image result for FLIPKART'S BUSINESS STRATEGY

Flush with assets and certainty, Flipkart appears to be more than prepared to take on Amazon India this merry season, its first without Sachin Bansal, who quit following the Walmart speculation.

Image result for FLIPKART'S BIG BILLION DAY BUSINESS GROWTH

AMAZON

[To be updated]

The Festival Market in India

In India festive season generally falls in October and November.

Why Both sales falls on the same day

[To be updated]

Preparation for the Sale

Both companies start to get ready for happy deals a long time ahead of time increasing coordinations and employing a great many brief laborers to guarantee convenient conveyance of items.

Over the span of ongoing months, both scale up its store, both in first-and last-mile movement, as it were, in under-penetrated parts of the country to give nourishment the necessities of customers and merchants.

Big Billion Day 2019 Vs Great Indian Sale 2019

Both Amazon.in and Flipkart have been cheery about checking solid development in the bubbly deals. Reports propose online business organizations could ring in near $4.8 billion worth of offer this happy season. Around 80 percent of these sales are expected to happen during the six days, which is around $ 3.7 billion (Rs 26.23 thousand crore) this is around a growth of 65% in comparison to last year.

Amazon Flipkart
Starting Date Septemeber 29 Septemeber 29
Ending Date October 4 October 4
Starting Time (first/Prime) 12 Hours before 4 Hours before

The sale will grandstand new items dispatches, cashback offers, rebate and arrangements over a wide scope of class over the online retail stage. Both companies have also come up with various energizing financing choices to the purchasers. Banded together with a few banks to offer an extra 10 percent rebate on all buys at the installment door. Customers can likewise can get profit of extra advantages and installment offices, for example, No Cost EMI and Pay Later alternative.

Big Billion Day 2019 Ambassadors

Preparation for the 2019 Sale

Both companies started getting ready for happy deals a long time ahead of time increasing coordinations and employing a great many brief laborers to guarantee convenient conveyance of items. Different players like Snapdeal, Club Factory and others are likewise running merry deal on their foundation.

Merchants body CAIT, nonetheless, has affirmed that internet business entrances during the bubbly deals are making gigantic loss of income the legislature by demanding GST on the limited value as opposed to on the real market cost of the product. CAIT is demanding a ban on all the festive season sales on Amazon and Flipkart, on the account of them violating the FDI policy.

A few days ago both Amazon and Flipkart had defended their sale policies. Both the platforms noted that their festive sales "empower the sellers on their respective platforms to decide the prices and offer their choice of selection to customers at the prices they deem fit and offer best value of their products to consumers."

However, CAIT said in response that the statement given by these two companies "are devoid of any logic and just an eyewash to keep right the wrong practices they are conducting on their platform."

Preparation by Flipkart for Big Billion Days

A year ago, Flipkart focused on clients in level 2 urban communities and past for its BBD. This year, it is making this a stride ahead by focusing on the following 100 million clients crosswise over geologies, expanding the multifaceted nature of the undertaking.

We have drastically expanded the amount of pincodes, where it offers get capacities to sellers and has added around 30,000 kiranas to its framework. This time, the customers would in like manner have the choice to buy assurance for the machines, Flipkart said.

This year, Flipkart is expecting to clock deals worth $3 billion during the month-long merry deals period by concentrating on center classes - cell phones, hardware and its top selling brands crosswise over different sections.

Preparation by Amazon for Great Indian Festival Sale

Amazon is promising 'most minimal' costs, trade offers, no-cost EMI, Amazon Pay cashback, and free screen substitution for a constrained period on select cell phones. Amazon India  is offering no expense EMI on Debit and Credit cards and Bajaj FinServ with credit limit up to Rs 1 lakh, 10 percent moment bank markdown on SBI Debit and Credit cards, worthwhile trade offers, and extraordinary 'Merry cashback offers' in addition to other things.

2019 Sales Numbers

2019 Sales Numbers for Amazon

91 percent of its new customers originated from level II and III towns with style and cell phone classes rising as the top shopping categories. The organization said countless users were going to its foundation through the Hindi interface that was propelled a year ago.

As per reports, Amazon India sold premium cell phones worth Rs 750 crore inside 36 hours. More than 42,500 venders got in any event one client request in the initial 36 hours of the deal.

Huge apparatuses and TVs saw record deals over the 36 hours with almost 10X from a normal business day. Development was seen crosswise over classifications like design (5X), magnificence (7X) and food supplies (3.5X) during the primary day of its Great Indian Festival.

2019 Sales Numbers for Flipkart

More than 55,000 craftsman items crosswise over in excess of 270 exceptional expressions and artworks is accessible on the platform.

Over 2500 dealers recorded their most noteworthy ever deal on a solitary day.

The two organizations, in any case, stayed mum on the all out business produced on the main day of the deal. Hopefully the data will be released after October 4.

Big Billion Day Vs Great Indian Festival Sale [Past Data]

For Flipkart, 2014 was every time of a few game-evolving firsts. In May, it made its first critical procurement with its $330 million acquisition of online style retailer Myntra. After two months, Flipkart set a household raising support record by verifying $1 billion out of a solitary speculation round. What's more, in October, it appeared its leader Big Billion Days (BBD) deals, acquainting customers in India with the worldwide idea of mega bubbly season deals on the web.

For all the publicity around BBD, however, the site slammed, orders got dropped, and items left stock—all inside the initial couple of hours of the one-day deal. It was an advertising catastrophe and the fellow benefactors Sachin Bansal (at that point the CEO) and Binny Bansal (at that point the head working official) needed to apologize to their clients and customers. "It was an underestimation of interest. We were set up for a certain evaluated interest and it ended up being 2.5 occasions that." reviewed Nishit Garg, who headed BBD that year and is as of now a ranking executive heading the general product classification at Flipkart.

Like any obvious innovation organization, Flipkart's designers got down to mining data identifying with the accident. Aside from focusing in on inside procedures that required fixing, they likewise unearthed chinks in the more extensive web biological system. For example, around 10 am, as a few inquisitive customers took a stab at making their first BBD buys, Tatkal appointments for railroad tickets opened up, choking up installment portals. "It's not exactly what we do, it's about our biological system too. We have to work with significantly more partners to make things work at this scale," said Garg.

In 2018, online sales during the festive season were estimated to be in the range of $2.3 to $2.9 billion.

Marketing the Sale

Marketing Big Billion Day

Flipkart started (or rather restarted) its Big Billion Days campaign (#BigBillionDays) where the brand was marketing itself by highlighting that the big billion days are back! The campaign dedicated different days to promote each of their key categories, right from fashion, electronics, books, etc.

Interesting PR angles with Sachin Bansal (CEO – Flipkart) and Binny Bansal themselves went out to deliver the orders to customers (took selfies and posted on social media).

Flipkart’s social media activity was mainly boasting about how they had become the top most downloaded app on iOS and Android and how fast they are selling their products in the campaign duration.

Marketing Great Indian Festival

Hashtag used - #amazonfestivesale
They also used different hashtags for everyday, such as #AmazonSaleDay2, #AmazonSaleDay3. These days were backed by two contests.

  1. The first one involved Dubsmash on their catchy “Try Try Try” jingle and the most unique or disruptive Dubsmash had the chance of winning Rs. 10,000 vouchers.
  2. The next contest was about sharing how one would react if he or she comes to know that they have won 1 kg of gold. The lucky winners would get vouchers of Rs.10,000.

Amazon’s central message was about upgrading in the festive season sale (example upgrading from boxers to pants). Additionally, Amazon kept different products on offer every 30 mins to manage site traffic and to increase visits.

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About Shubham Kumar

Founder @StartupTalky. IIT KGP grad. Learner. Dedicated to the service of the startup Ecosystem. Love meeting people. Let's connect - [email protected]
  • Bangalore
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