6 18--a marketing attempt

Iris recently released the 2013 http://www.aliyun.com/zixun/aggregation/7977.html "> Online retailer TOP30 List, the cat to 4410 yuan in the turnover of the top, 122.5 billion in the second place, And the third number of suning easy to purchase sales of only 28.5 billion yuan, the number 30th for the sales of 500 million yuan; from the sales, the electric business camp has been obvious differentiation, the days of the first camp, the cat, the position has been relatively stable, and in just the past 6 18 big promotion, the mainstream electric business marketing means also appeared the big difference.

Jing Dong is naturally the protagonist of the 6 18, according to its published data show that 6 18 total day orders increased by more than 100%, mobile-end orders accounted for more than 1/4; The main competitor Cat released data is mobile phone sales of more than 1 million units; In addition to the cat, when, Gome, Suning easy to buy and so also took a variety of means to disrupt 6 • 18.

Trans-border marketing of Jingdong

Unlike in previous years, the 6 18 activities of Jingdong this year have been significantly high-profile, in addition to the TV party on the promotional film, the biggest bright spot this year is star delivery activities; The activities of the Beijing-east joint business launched a large number of stars, including Plume, Liu Yan, Gao Yuan, dapeng and so many people are personally involved in the Star delivery is an important attempt to realize trans-boundary marketing in Beijing and east, in the past promotion, Jing-dong more pay attention to the network to promote, to quickly cover a large amount of users, this means has become a conventional method, in such a large-scale activities, can not meet the Beijing-east to achieve business breakthroughs and brand growth needs, and millet and other products because of the hot fans of the economy also provides a good reference to Jingdong, Vermicelli marketing is becoming an important market trend, combined with the social transmission of the main body, can quickly achieve product, brand Word-of-mouth transmission, the effect is more direct. Of course, star delivery activities is only a means of publicity, and did not give jingdong sales too much impact, to this opportunity for the brand publicity is the most valuable place.

Socialization vs Mobility

The entertainment of Jing Dong Marketing means, with other electric dealers formed a sharp contrast, as the spoiler vanguard of gome and when adopted a more mature social marketing, in Beijing and East Hype 6 18 at the beginning, Gome began in micro-blogging and other social tools and Jingdong played a verbal war, Through the way of micro-blogging to the east to provoke price war, and contrast the two in the activities of investment; When the means are not so direct, but give people enough attraction. Through the internal marketing Department, sales department employees to criticize each other, the rack's gimmick spreads on Weibo using a number of Big V accounts, where people are skeptical about the specific content of the activity to consumers, taking advantage of people's enthusiasm for popular events, or when using social tools to create and disseminate a societal hotspot.

The cat is also an important winner of 6 18; a change in the usual direct price reduction method, the cat raised the "code on the Amoy" banner, in the June 10 strategic conference, the day cat clearly defined the "code" of multiple roles, E-commerce, large data, mobile terminals, offline stores, etc. through the "code" to achieve a seamless connection, To create a traditional industry closed-loop ecology. Although Jingdong also in the 6 18 activity launched the micro-letter, QQ entrance, also only realized the entrance of the change, and did not form a complete chain; Although the cat has not completed the "code on the Amoy" layout, but in the 6 18, the Ali department increased the investment in the mobile end, red envelopes, the World Cup elements and other means to promote each other, Built a rich circle of activity.

Under the background of competition in the electric business industry, every enterprise is looking for the means of differentiation, large-scale promotional activities is not only the method of promoting sales, but also the touchstone of new marketing means, the differentiation of marketing means will be more prominent among the different positioning of the electric business enterprises, in order to obtain more stable market space.

Micro-signal: Zhang Jianseng