In the marketing battle of Double Eleven, how does JD.com advance step by step? Lulingzi Village

As Papi Jiang said, the only thing that prevented me from celebrating Double Eleven in previous years was money, but this year it’s my brain. Pre-sales, deposit inflation, red envelopes with discounts on purchases over a certain amount, direct discount red envelopes... this year's Double Eleven shopping spree was really mind-boggling.

In addition to the innovative event formats, the marketing of various brands is even more dazzling. After all this bombardment, there are not many brands that people can remember. However, JD.com ’s marketing on Double Eleven was not only innovative, but also made me unable to resist buying some. The marketing concept of integrating brand and effect has been proposed for a long time, and this time it was vividly demonstrated to me. This forced me to analyze carefully how JD.com tried its best to steal the show and capture the hearts of users in this Double Eleven brand melee!

Review: How JD.com Daojia managed to break through the fierce competition in the Double Eleven marketing

Next, I will review the implementation process of JD.com’s Double 11 marketing campaign according to the timeline and share it with you:

1) The fresh food movie industry begins

November 7th is the first day of JD.com’s home delivery promotion. If you pay attention, you may have seen this supermarket fresh food festival shopping guide launched by it in your circle of friends .

The slogan proposed by JD.com for this year’s 11.11 is “Global Good Products Festival”. JD.com Daojia has extended the theme of “Supermarket Fresh Good Products Festival” by combining the platform characteristics of its own supermarket fresh food O2O . Unlike the Double Eleven shopping list, JD.com has obviously put more thought into the shopping guide for the big sales on the site. The promotion timeline is packaged as the movie screening period, and more than 20 city stations are packaged as screening cities. This adds a lot of fun to the brand. In addition, a martial arts style is used in visual and textual presentation. The swordplay, love and hatred in the martial arts world unconsciously convey a sense of "burning". Users can't help but fall into the urgency of placing orders during the 11.11 shopping spree that brands want to stimulate.

2) Closely follow consumer insights to trigger emotional waves

On November 11, JD.com launched a set of six posters, answering the question for consumers: "What should I buy during Double Eleven?" Each poster copy combines insights from the TA of a specific product, and these insights integrate the product’s own promotional points, making the direction of shopping suddenly clear. The interesting scenes in the posters have a sense of immersion and emotional connection, constantly highlighting selling points and reinforcing information, strengthening brand memory and forming a brainwashing advertisement implant.

3) “Fighting together”, taking advantage of the 11.11 event to launch JD.com Daojia Go

After the last wave of emotions, JD.com took advantage of the victory and launched the #11.11FightTogether# series of posters.

JD.com Go is JD.com’s latest unmanned shelf project, which has natural retail genes and relies on the technical support behind JD.com. JD.com’s unmanned shelves have already moved into JD.com Group’s headquarters. The shooting location of this set of posters was the headquarters of JD.com Group on the eve of 11.11 . On this night when e-commerce , Internet and advertising people were working overtime, JD.com Home Delivery started from the inner heart of people in the workplace. It was not only copywriting, but also caring for people in the workplace through actions. Just imagine, working overtime until late at night, and seeing this sentence "fighting together", having JD.com Go as the fortress behind you after overtime, your heart and stomach will be warmed. JD.com Go is sincere.

4) Visualize the dialogue and extract the brand temperature from the package

On Double Eleven, in addition to price, logistics is what users are most concerned about. Logistics efficiency has always been JD.com’s trump card. JD.com’s Daojia service relies on the deep collaboration between the logistics systems of JD.com and Dada to give full play to the advantages of its large-scale, flexible and efficient transportation pool and comprehensively improve the service experience of users and merchants. JD.com adopts an anthropomorphic approach, not only endorsing delivery from the perspective of the package, but also communicating with users by telling the story of the package. It is both cute and warm.

5) Alternative big data graphs become the social currency of users

After the big promotion, data reporting has basically become a fixed routine for e-commerce brands. The same old big data charts are bound to become a form of self-entertainment for brands. JD.com has cleverly used the "map cannon" to provide topics for public discussion through professional and interesting data charts, connecting users' identity and sense of belonging, and making marketing a social currency for users.

In addition, the data also received attention from CCTV. CCTV2's Hourly Finance quoted two pieces of data, the fastest orders and the most popular fruits, in its special report on Double Eleven, with a total of nearly 1 minute of coverage.

Anatomy: Integrate strategy and creativity to establish a closed loop of social marketing

1) Use “stories” to link commonalities and use content marketing to target users

In an era where content is king, it has become a marketing standard for brands to look for "stories" to empower their brands and achieve emotional connections between brands and consumers. In JD.com’s posters, there are cat owners buying Royal Cat food for their cats, professionals working overtime until the early hours of the morning, and Beijingers drinking wolfberries. Consumers can always see their own labels in these scenes. JD.com embeds its products into daily life, making them symbols of warmth and companionship. By telling brand stories, impressing users with warm conversations, and shaping a personalized brand image, we can not only fit the theme of the Double Eleven promotion, but also communicate with users, trigger emotional resonance, and attract users' attention. In this marketing campaign, we not only see JD.com’s clear insight into consumers, but also its continued warm companionship and the brand image that silently conveys warmth to users.

2) The brand strategy is integrated throughout the process

Good communication means always “staying true to the original intention”. To truly promote brand marketing, it requires more strategy and purpose. This round of publicity from JD.com is like a shot in the arm, which has gained fans step by step. It showcases every dimension of the brand with a strong storytelling feel. JD.com’s front-end products + logistics distribution + JD.com’s Go unmanned shelves are fully integrated. It seems scattered in form but concentrated in spirit. After careful analysis, it can be found that each layer of communication has a progressive relationship. Just like a Russian nesting doll, the strategy is tight, the execution process is clear, and every punch comes with a new move that catches the eye! Only by closely integrating the brand with the business and implementing the marketing strategy throughout can marketing be more powerful.

3) Single point breakthrough, perfect transformation from emotional resonance to consumer resonance

The shopping agenda formed by Double Eleven has been integrated into consumers’ psychological maps. Facing the fancy marketing of Tmall , JD.com’s way of fighting back is very clever. Under the consumption momentum of Double Eleven, JD.com focused on its advantageous fresh food categories and strengthened its highly targeted marketing information from beginning to end. By conveying emotions through scenario-based content and linking consumer emotions, users can create memories of brands and products, and ultimately quickly achieve the transformation from emotion to consumption, establishing a closed marketing loop.

Steve Jobs said that simplicity and focus were the secret to his success. In this Double Eleven marketing campaign, JD.com's clear positioning has always been firmly imprinted in its marketing essence, which is worth learning from.

Thinking: How to maximize brand marketing effectiveness under the trend of brand-effect integration

In the era of pan-media, user entrances are scattered. The simple and crude method of using money to invest in channels is no longer a panacea. It is better to understand users with a sincere heart, fully mobilize your imagination, and plan a sophisticated content marketing, so as to gain user favor and conversion while increasing brand awareness. Good content marketing can not only save a lot of costs on advertising, but also trigger users to spread the word on their own and bring in unexpected crowds.

Break through the dilemma of crowded marketing and create a brand with soul and story. Even though there are thousands of marketing methods, the core remains the sincerity of the marketer .