To reach the 1 billion-level marketing war

Days of the Cat, Jingdong, No. 1th Shop, Suning and Xun together to launch the final investment to reach the 1 billion-level marketing war.

Article | CBN journalist Li Haina intern journalist Linjoju

The "Double 11" collective carnival atmosphere, you may not feel until this year. Starting in mid-October, whether you turn on the television or the computer, squeeze on the rush hour subway or office elevator, brush Micro bo or friends Circle, "Double 11" electric sales promotion ads are 24 hours to you "encircle", not to mention the day mobile phone intensive message push.

After the end of the "Double 11", the first time the dealers announced the volume of turnover and orders, but did not want to disclose how much they put into the marketing and advertising costs.

Surveillance data from advertising and media service provider Chang Rong (4.45, 0.06, 1.37%) show that the spending on the TV media has increased by 29% compared with last year's "Double 11", while the growth rate in Beijing east has reached an astonishing 2,967%. According to the issue of the price to calculate, only the cat, Jing Dong and suning easy to buy three electric dealers on television ads spend about 187 million yuan.

October 15, the cat 60 Seconds "double 11" advertising in the CCTV broadcast, advertising with a variety of modeling images meaning "Double 11", such as fluorescent rods, candles, cat tail, braces and trousers. The debut of the "double 11" advertising not only announced the start of the day cat warm-up activities, but also opened the whole curtain.

Shortly thereafter, the Beijing-East TV ads landed on October 19 in Jiangsu TV, and starting from October 28, CCTV, "news broadcast" and "Focus interview" between the day, next to the cat advertising broadcast; Suning easy to buy boarded CCTV morning News, poly Beauty Excellent products occupy Hunan satellite TV night advertising files.

But it is more likely that the electricity dealers are enthusiastic about building ads. According to a person who declined to be named, the information was disclosed to the "First financial weekly", all the electricity dealers in the media this year in the advertising cost of 250 million yuan, accounting for the annual income of 1/4. Shanhairong, senior vice president of the media group, said the most important is the cat, in the country more than 20 cities have put, followed by more than 10 one or two lines of the city of Beijing and east, when and Suning easy to buy, 1th stores, Xun, silver Thai nets, such as the main put into the first-line cities such as Guangzhou and deep.

The cat, Jing Dong and several big electric dealers in this July or August began to Shentong de Gao "application" subway advertising position. In Beijing Subway Dong Dan Station and build the gate station of the transfer channel, the cat and Jingdong "double 11" advertising "face-to-face", one side is "50 percent crazy buy, only this day", the other side is "not only low price, fast just happy". In Shanghai, the day Cat in the Line 1 line People's Square Hall of the entire brand corridor, will be close to line Line 8 side of the use of all the light boxes and wall stickers, made brand area, and installed in this area free Wi-Fi equipment. and Suning easy to buy down the Line 9 line Xujiahui Station the entire station hall advertising position.

According to Shanghai Shen Tong de High market director Fan Hui provided data, last year, "Double 11" the largest number of Subway is the cat, and this year almost all the electricity Shangdou joined the "advertising War", the volume and last year, compared to the growth of 3 times times, covering more than 60 sites in Shanghai. More than 60 sites are such a concept-in Shanghai, if the ads can do 50 key metro stations, the basic coverage can cover 80% of the passenger flow.

In Shanghai Shen Tong de high Customer system, electricity business is not a big customer, in the 17 industry customers in Germany, they now accounted for about 10%, but in the "double 11" before about 20 days, the electric business of preheating advertising over the total of 50%. Now Shanghai Shen Tong de high prime location advertising, such as People's Square, Lujiazui site, a light box price will be 108,000 yuan (4 weeks), the discount rate is usually 20% to 30%.

Almost every electric dealer who receives this interview will mention "offline branding, online diversion" when it comes to media launch strategies. Online advertising is indeed more in line with the characteristics of the electrical quotient, so you will see, the major portal sites and video sites have become the electric business "double 11" promotional ads main positions. A person who did not want to be named said that the day cat only in NetEase (70.53, 3.14, 4.66%) of multiple PC terminals, mobile end of the media products in the advertising spending reached 15 million yuan. From October 15 to November 11, the third party monitoring company's statistics show that the most expensive is suning easy to buy, reached 40.77 million yuan, followed by the east and the days of the cat, both in more than 30 million yuan, 1th stores also reached the cost of 29.75 million yuan. You can see the "Double 11" on the day of the article in the form of the online advertising spending.

Compared to this, the paper media seems a lot more desolate. Plum Network President Liu Jianping provided the data is, the cat, Jingdong, suning and Xun net four electric dealers in the same period of "double 11" advertising spending only 2.966 million yuan, most of the electricity dealers did not advertise on the paper, such as shop number 1th.

A rough calculation, excluding subway and outdoor advertising, the electric dealers this year "double 11" advertising spending is close to 600 million yuan. This is just the channel's cost-marketing costs are generally divided into advertising and promotions. 600 million yuan means that the cost of advertising creativity is not included, and the promotional costs such as the cat's bonus are not counted.

If we switch from the perspective of the channel to the strategic point of view, you will find that "double 11" is the concentration of changes in the electricity quotient.

"From the Beijing-east provocation began, the electric dealers this year" double 11 "began to turn from the mouth of war to creative warfare, focusing on brand differentiation molding. Zhaobin, deputy general manager of Chang Rong Communication market and Media Research Center, said to the first financial weekly. Jingdong Marketing department opened a small communication meeting in late August, the first weekend of September officially launched the "Double 11" marketing campaign.

The biggest promotional event of the year is "618". But in charge of marketing of the Beijing-East Vice President Xu this year's hands of the "double 11" promotional budget than "618" big promotion also higher than 4%-you have to consider 618 advertising marketing time is 1 months, "Double 11" only 2 weeks. "From a corporate strategic point of view, we hope this is a proactive, we have our own voice." ”

March 30, Jingdong Mall officially replaced the domain name for www.jd.com, a name for Joy's metal dog became the new Beijing East logo and mascot, "economical" become a new brand slogan. Jingdong needs "Double 11" Such a time to do a new brand annotation, they believe that "double 11" to improve the consumer's overall expectations of the electric business, but also clear their brand positioning a good time. Market research firm CTR A forecast ahead of time this year, with 7,117 users participating in the online survey and 73% explicitly participating in the "Double 11" event.

Advertising Creative company 180China because of the proposed "economical" brand slogan won the Beijing-east this long-term big customers. President Le Shaodong told the first Caijing Weekly that more than 10 companies, including 4A creative companies and local advertising companies, participated in the Beijing-East comparison manuscript.

At the beginning of September, Le Shaodong received the "double 11" of the invitation, the briefing only one sentence: "' Double 11 ' we can do something." But Jingdong's marketing strategy has been very clear, "Jing Dong this time to play is a offensive, that is, ' occupy '-let consumers feel connected with you." Le Shaodong said Pepsi and Coca-Cola (40.19, 0.22,0.55%) have a lot of such cases, he thought of the advantages of Jingdong and the cat's weakness, that is logistics. Considering the logistics is also the most concern of consumers, advertising the ultimate creative strategy is "not only low price, fast just happy."

But Xu still has a lot of pressure. "This decision is my second experience in Jingdong, the first is the 2010 Spring Festival before and after the decision is not to use more than 10 million yuan sponsorship of the super." "Xu said this is not a question of money, because the regular play is to package good promotional ads, in this regard, jingdong difficult and the day cat to compete." The cat has two very clear spread point, one is "only one day", the other is "full 50 percent", jingdong category can not achieve the full 50 percent, and for "double 11" promotion is starting from November 1. The final internal discussion decided to try a bold approach: offline advertising does not mention promotions.

"I was completely out of my mind at the time, and then it caused so much talk and attention that it totally exceeded my expectations." "Xu said.

Exaggerated methods of expression sparked a number of public topics, Le Shaodong said "Razor" plane ads, they have been modelling and production company to try a lot of experiments, such as hair and beard length and density, originally wanted to use Robinson's modelling, but later decided to use more dramatic expression techniques.

Initially Jingdong only intended to do 2 versions of the ads, including television and flat, Le Shaodong's advice is that a series will be more complete, but almost at the last minute, Jingdong decided to do three groups, and the last increase in fact is a large number of "sunscreen" ads, because of various reasons, the original version of the "condom" Advertisements are spread only on social networking sites such as microblogs.

Days and empty company creative partner Deng Bin with "ruthless" to describe the Jing Dong's "Double 11" marketing. "The first financial weekly," said: "Jing Dong poked the cat's sore spot, let the other side more uncomfortable." "Deng Bin was the creative director of DDB, last July, with the" Sky Cat, the idea of buying "won the original Cat brand positioning of the manuscript, and then for the days of the cat shot" 8 New York Avenue is enough to accommodate my possessive desire, 12 Hong Kong Tongluowan enough to meet my trend control "TV commercials. This creative advertising has also been a good reputation. "I think the Beijing-East advertising strategy is better than originality, is to find a point, and then maximize the point." "Deng Bin said.

Jingdong to the cat's "provocation" not only in the creative, in the media delivery is also intentional. "Our advertising position is basically a cat walk, emphasizing contrast." Xu said, including TV, Subway and online.

If you happen to have been to Hangzhou before "Double 11", you will also see the advertisements of jingdong everywhere. According to the White Horse Advertising media company to provide information, in the public transport waiting and other outdoor media, the most prominent is Jingdong, probably put more than 20 cities. BEIJING-East also this year for the first time in more than 100 two or three-line cities in the last half of the November cinema advertising, also took the package folder strategy, 2 15 seconds of TVC appeared in the days before and after the cat ads.

Under normal circumstances, the Beijing-East line advertising only accounted for more than 30%, the annual online advertising budget is about 40%, but this year's "Double 11" Beijing East Line advertising more than 50%, online ads close to 50%, of which the most is the search engine, navigation stations, advertising alliances and so can bring the flow and conversion rate of the effect of advertising, Second is the portal and video site display class ads, the pursuit of a large exposure.

You may have noticed that Xun's "double 11" Advertising creativity also highlights the "fast". Xun network in 2012 did a user survey, the 18-35-year-old male user base, they attach great importance to the logistics experience, "and we have 2012 years to do with the user's SNS interactive activities, found that they are easy to ' flash delivery ' word-of-mouth is still very recognized. "Xun Network deputy general manager Lin Wenzin to" first financial weekly "said, so Xun from 2012 began to put forward this brand proposition, and constantly strengthen. Compared with last year, Lin Wenzin that this year's play more focused and methodical.

It is worth mentioning is Xun net this year for the first time put tens of millions of advertising budget shot TVC video ads, and in the main north of the broad-line market launched large-scale advertising, and for the first time put the media LCD building ads, and in Tencent (448.8,7.40, 1.68%, real-time quotes), Youku (27.17, 0.15, 0.56%) and so on several big video website to put on the advertisement. "It was a new attempt by Xun 2013. "Lin Wenzin said offline advertising is at the end of October, Tencent internal to Pendam digital resources, Lin Wenzin description is" quite to the force ", including display ads, SNS resources, wide-point, tips and other client resources, all the media resources value billion.

Shop number 1th also wants to bring a "refreshing double 11" to consumers, shop 1th brand director Chrissy Minyard said they spent months preparing for the "double 11", because the promotion is 1 months, so the advertising strategy is "a day not enough to rob, 50 percent is enough to cool". On the strategy, the same is the line to do brand communication, online is to bring traffic online advertising, such as Portal window, page position ads, homepage screen, search sites, video sites. From the cost of advertising, they focus on the network and subway channels.

The cat is more willing to talk about the 600 million yuan red envelopes issued.

"Our internal this year on the ' Double 11 ' is actually the ' 0 budget '," Gieggio, the Cat PR director, told the first financial Weekly, "The 0 budget is not without budget, but to do more accurate delivery." "He said that this year the cat has greatly reduced the previous part of the hard, more important is the direct communication between the business and consumers, prompting the team to explore a more effective way to contact consumers-red envelopes" fission "is in this case produced.

This year, the cat is about 1 time times more likely to be on the red envelope than last year and for the first time trying to take advantage of social marketing, "the past is the interaction between people and websites, this year is the interaction between people and people." Gieggio said, for example, after the Sina (77.66, 0.94,1.23%) micro-Blog binding account, if you have a red envelope, you can share with friends, the result is that your friends may get a matching red envelope, and your own red envelopes will double. There will be more and more red envelopes, which is called "fission".

"We are mainly to create the atmosphere of advertising, but in the ' double 11 ' before we focus on the main data is the user's favorites, shopping carts and other collections of data, which can see the ' Double 11 ' on the day can burst out how much energy." Gieggio said: "So for us, the premise of stimulating consumer enthusiasm is the burning of business enthusiasm." ”

An interesting detail is that the previous day cat's "Double 11" ad, you will see the advertising screen will show a variety of businesses, but this year's advertising screen is very concise, almost only one line of "only this day, full 50 percent" of the copy, while some businesses in the initiative to do "double 11" promotional ads, will be labeled Day Cat logo. Gieggio explained that things from "the Day Cat ' double 11 ' have what kind of merchant", became "I in the day cat ' double 11" ".

2013, the participation of the cat "double 11" business to reach more than 20,000, the number of goods reported to reach 3.5 million, is basically twice times last year. A number of businesses in the "double 11" advertising marketing is huge: for example, last year, "Double 11" Day Cat cosmetics category sales first of the Royal Mud Square in the "Double 11" during the line under the online advertising 22.5 million Yuan, November 7, crack silk, Yin, Artka three home Amoy brand cost more than 10 million yuan, Under the package of Oriental TV advertising full-time, to the pure online brand "A21 hand-cat powerful joint, to create an international fashion network to buy carnival" giant ads in New York Times Square from November 4 to 6th Lianbo 3 days-we can put on this advertising cost-effective discussion aside.

Everyone wants to highlight their sense of being. They began in August and September to participate in the cat "double 11" activities, the cat in the "double 11" before the most important job is to select the merchant, the national day after the announcement of the name of the merchant, followed by the merchant to declare the products involved in the promotion, the deadline of November 5 or so.

For Xu, he feels that the bigger challenge comes from the co-ordination of internal resources, as more than 70% of Beijing's turnover comes from proprietary goods, and more support for open platforms in the future. At this time there will be a stable business, and the future to support the two types of resources of contention.

"When the data are good, people will say that they are talking on the data, and when the data is bad, the person in charge will say we need support." "Xu said it would take a lot of time to communicate, so that both mature categories in the promotion of better performance, and through the development of the category to let consumers understand the other value of Jingdong.

We see an unprecedented scale of "double 11", not only in the market size, but also in marketing investment.

"Double 11" on the day, the number of effective orders in Beijing East more than 6.8 million, is 3 times times last year. This is much more than Xu originally expected. In 12 days of promotional activities, Jingdong turnover reached 10 billion yuan. Xun since June began to start the "double 11" Advertising marketing activities, "Double 11" a Day order volume of 600,000, sales reached 500 million yuan, 8 days sales sales of more than 1.1 billion yuan.

If we expand the data again, you can still see the market preheat before November, and they will be more strategic in arousing consumer sentiment than in 2012. According to the data provided by the monitoring Body CTR, 2013 Jingdong, No. 1th stores, Suning and Xun 4 electric dealers in January to September are nearly 1 time times the overall media growth, and the cat's focus is very clear: the Internet.

The cat is still the biggest winner, Alipay's turnover of more than 35 billion yuan a day, a 83% increase than last year, Alipay reached the number of transactions to 170 million, the amount of sales reached last year, the United States "online shopping Monday" nearly 3 times times.

From the market rankings, the 1 billion-yuan level of the advertising campaign has not fundamentally changed the position of the electric business, but the consumer of the brand's differentiated cognition has undergone a subtle change. The 1 billion-dollar figure may soon be refreshed, and the marketing battle is only in the first round.