World Cup: E-commerce companies carnival and stress test

The World Cup ended, the E-commerce World Cup campaign also coming to an end soon. In the opinion of industry insiders, like "Double 11" and "June 18," the World Cup is also a carnival and stress test for e-commerce businesses. Different from the main tests of various types of major payments, the carrying capacity of the payment and logistics system is different. The World Cup has become the easiest way for the e-commerce businesses to enter into special services. The night delivery, internet lottery and code scanning shopping have taken the opportunity to rise.

"Food" and night delivery

World Cup let a large number of food ship surfaced, not only the night business fire, but also let the electricity supplier tested a night delivery service. Suning Tesco in the north and Nanjing and other cities launched the "night to send" service, consumers can make appointments between 22:00 to 3:00 at night, the courier will take advantage of the night delivery. Suning Tesco launched three packages for consumers to choose from, the price of 30-80 yuan, the package includes cold beer, herbal tea, potato chips, pickled chicken legs, peanuts and bread and other goods. According to reports, during the "night delivery" service launch, Suning sold a total of 83,000 boxes of beer, 59,000 boxes of herbal tea, 42,000 packets of potato chips, 31,000 packets of pickled chicken legs.

Taobao, which uses social logistics, has not had the opportunity to waste this self-test, and launched a "hungry delivery service" jointly with the rookie network. According to the introduction of Taobao, in 43 delivery stations 700 couriers 24 hours standby situation, 2.74 million consumers browse the "hungry to send" all kinds of packages launched, of which consumers from Shanghai after placing an order Within 10 minutes received within the pork dry, chicken feet, duck tongue snacks package.

Electricity business people think that night delivery as a differentiated distribution services, with some users of the long tail demand, but because of small demand, high cost, there is no suitable opportunity for a cut. "This year's World Cup time difference problem for many people a headache, but for the electricity supplier, this is an excellent opportunity to test the night delivery service, through more than 30 days of testing, companies not only get the attention, you can get, including user habits , Distribution capacity, spread the cost, including a number of data. "

"Chop hand family" and mobile shopping

During the World Cup, the electricity supplier to become a big advertisers, Jingdong, Taobao, the only product and other companies have hit huge sums of money to advertise, mobile shopping to become emphatically focus. Compared with the fast-paced NBA, a 15-minute midfielder football match provides enough time for the audience to go to the bathroom, eat supper and shop. This time is not enough to allow fans to open the computer carefully selected, but use the phone to open the App code scanning shopping is more than enough. This is also one of the objective reasons Taobao will "Amoy code" strategy for testing during the World Cup.

According to the data released by the Best Buy Network, thanks to the topic effect brought by the World Cup, the sales of sports branded goods have increased by over 40%. Adidas announced its sales in 2014 is expected to exceed 2.7 billion U.S. dollars after the World Cup sponsorship. In this World Cup, Adidas sponsored nine World Cup teams, including the German team, male consumers to become the main purchase. However, the only product as a "female to" electricity supplier, also aimed at World Cup opportunities. The contradiction between football and female consumers as the starting point, the marketing will appeal more than emotion.

World Cup also brought good news for the appliance store, led by the "Sony 4K" advertising at the side of the stadium, Suning 4K TV sales increased by 2000%, sales of refrigerators and air conditioners also have greater growth. It is worth mentioning that, Suning launched during the knockout nightclub gamecall quite good results, the cumulative appointment wake-up number of more than 100,000.

Guess the ball with internet finance

World Cup so that the Internet gaming an instant hit, in fact, at the same time fire up the Internet finance. In the past 33 days, the most successful marketing case was the "Got Ball Should Be" for the online banking wallet of Jingdong, which once exploded the wechat circle of friends. Jingdong Finance took out 2.47 million yuan, inviting participants to download online banking wallet gratuity score, the group stage each 100,000 yuan, 200,000 yuan each knockout round, the final single field bonus 2.47 million yuan, guess the middle of the bonus. As the quiz at no cost but get real money, online wallet downloads and user stickiness are quite satisfied with the management.

Although Jingdong "tycoons", but it is not without purpose. Under the guidance of Jingdong, many consumers choose to put their earnings into Jingdong's "small treasury" of Internet financial products, but Jingdong, a listed company, has not disclosed the relevant data.

Similar to Jingdong and Alipay service window "mad guess ball", although the proceeds are only points, but the guess than the simple guess the outcome, but also by the user's welcome. However, unlike the purpose of Jingdong's pursuit of online banking wallet users, the small Dijon service, which already has a large user base, prefers to promote its Alipay service window through "crazy guessing ball" and drive other business traffic by increasing the user's open rate.

Beijing Business Daily reporter Xiao-Meng Meng