5-day "1020 Crazy Day" event

[Guide] activities, the Xun net 3C products will be greatly benefit, but also will issue 100 million full net General coupon.

Tencent Science and technology news, October 17, Tencent in Shenzhen, the headquarters of the media communication will be announced, starting from October 20, a 5-day "1020 Crazy Rob Festival" activities.

Hou Yanping, general manager of Tencent Electric business operations, said from this year onwards, the following October 20 each year will become Tencent's largest online shopping festival, and look forward to "Tencent Power 1020 Crazy Rob Festival" and the cat Double 11, Beijing East 6,181 with the same weight as important in China's three major online shopping festival.

"No need for East to West Amoy"

According to Hou Yanping revealed that the crazy Rob festival Tencent's proprietary platform Xun Network and open platform QQ Network shopping will be joint action, traffic sharing, the open platform of more than 5,000 brands, 400,000 products will participate in the "full 50 percent, the whole world package mail, 300 to send 150, full 500 to send 300" promotional activities, And Xun network in the introduction of 3C digital, mobile phones, home appliances and other products of the substantial concessions, will also be issued 100 million full net General coupons. Conservatively estimated, this promotion Tencent electricity trader will obtain at least more than 1.5 billion yuan of sales.

Compared to the day cat double 11 and Jingdong 618, Hou Yanping said, Tencent's sales will be more focused on the user experience. "We hope that users who come during the promotional period will not dwell on the trustworthiness of the business, will not the version of the goods, the price is not the water, after-sales service regardless of these electrical business, after the first half of this year, a series of operation adjustment, we have confidence that the user came to see the likes of goods directly under a single on the Good, There is absolutely no need to east than West Amoy. ”

In the first half of this year in Beijing and east, Suning easy to buy, when more and more other electric platform eager to expand the size of open platform merchants, Tencent has issued a more stringent investment standards, and through the promotion of services and quality threshold to establish a merchant's last elimination system.

This March, borrow QQ Mall and QQ Online merger opportunity, Tencent's open platform for businesses to screen a large area, from the original 12,000 reduced to 6,500, the number of sellers decreased by 50%, the number of goods to reduce only 20%, but the turnover rate has increased by 50%, individual sellers business volume increased by 30%, Customer satisfaction has also increased dramatically.

It is reported that in this 1020 crazy Rob Festival, QQ online purchase from the new products from the seasonal product quantity accounted for all the promotional merchandise more than 70%.

Sales promotion to make money for business

All along, as long as the platform for a promotional, business is very contradictory. If you do not participate, this is the largest sales opportunity of the year, if the participation, it is necessary to reluctantly, bleeding loss. To this Hou Yanping but has own opinion, she thinks the platform and the merchant actually is very simple fish sex relation, if the platform always lets the merchant to bleed the sale, this part of the loss will naturally be passed on to the consumer, causes the commodity quality and the service quality decline, will harm the platform ecology instead.

Therefore, Tencent has been in various ways to actively promote the various platforms and products of the flow of monetization, so that the mass flow of Tencent can be more efficient through the monetization of the distribution. Tencent in 2013 launched a "easy to direct" advertising platform for electric dealers. At present, "easy to direct" platform to achieve and QQ space, QQ show, QQ client, Tencent Network, Tencent Weibo, Tencent video and wireless products to get through, the seller can through a simple operation of the ads on the above platform.

According to Hou Yanping, the "easy to direct" platform has a daily average of more than 15 billion of the flow of resources, 3 years ago Taobao to obtain a flow of the cost of only 3 cents, but now has risen to 1 yuan, which has been close to its outside the platform to obtain traffic costs. The single flow cost of Tencent's open platform still keeps the lowest level of 2-3 cents in the industry, which has become the last depression in the cost of China's electricity-business platform.

Tencent also took full advantage of Tencent's large data acquisition capabilities, can help sellers achieve accurate delivery, merchants through the use of precision orientation, so that the ad click rate increased by 274%, conversion rates increased by 64%.

The next step in the open platform

In order to at the end of the sales season has a more outstanding performance, Tencent Power 1020 Crazy Rob Festival, whether from the resource input, or promotional efforts are unprecedented, it will be invested 200 million yuan resources, and investment of tens of millions of yuan to support high-quality businesses.

At the same time, the Tencent power business of another self-employed Xun network will be the first time with the QQ network to buy a joint promotion, so that both sides have been through the lightweight search to achieve traffic sharing, and the two major platforms throughout the period of sales volume is expected to impact 1.5 billion yuan mark.

Hou Yanping told reporters that next Tencent's open platform sector will be fully promoted with the integration of proprietary business, starting from the fourth quarter of this year, there will be 1 million of goods through a unified pool of joint access to Xun platform, this will not only greatly enhance the Xun commodity richness, improve the efficiency of flow conversion, Also can continue to maintain Xun unique fast experience and quality Word-of-mouth. For businesses, it will also be a big boost to sales.

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Aside from the expectation of the integration of Tencent's open platform and Xun proprietary business, a lot of Tencent Electric business open platform business also bullish Tencent in micro-letter, mobile phone QQ and other mobile platform imagination Space, before Xun has been in the micro-letter payment, micro-letter sweep and other fields have tried and achieved good results, And the open platform also plans to launch the micro-trust platform on the promotion of business services such as preferential information.