New ways to operate e-commerce on Double Eleven 2019!

Recently, many of my friends in the product field are preparing for Double Eleven. Do you have dark circles under your eyes because of Double Eleven? Should I make products or stay up late shopping, haha.

Since the first Taobao Double 11 in 2009, this year marks the 11th year and Double 11 has become a global shopping carnival. There will be new ways of playing in e-commerce every Double 11. As e-commerce practitioners or shoppers, we will of course pay attention to it. Let’s talk about this Double 11 together.

1. Summarizing the promotion methods of major e-commerce companies, they can be roughly divided into three categories

Super Subsidy

This year, Pinduoduo and JD.com both announced "10 billion subsidies", and Tmall 2 billion. In comparison, Pinduoduo is more talked-about, especially the Apple series subsidies made many users exclaim "really good" and instantly became fans of Pinduoduo.

Task Interaction

By integrating rights and promotions into the game through various interactive mini-games, not only can the number of activated users increase, but also the interactivity of promotions can be improved. This type of game has always been led by Tmall, and this year is no exception.

Regular promotions

It mainly refers to a series of common promotional activities such as coupons, full-discount, deposit, cross-store, and brand linkage. Since the format of this type of work remains almost unchanged every year, we will not discuss it in detail. However, this type of activity is the main force in generating GMV during big promotions and is also the focus of e-commerce professionals.

2. Which activities have inspired you?

Tmall

1. Team up to build a building and share 2 billion red envelopes, and everyone can open a cat shop

Tmall has replaced Taobao and become the protagonist of Alibaba’s Double Eleven. This year, Tmall’s Double Eleven started exceptionally early, with the “11.11” battle kicking off on October 21.

"Please help me build a building" has become a greeting for nearly half a month. Many jokes were derived from this, such as "Two beauties were walking towards me when I came out of the subway. I was feeling happy, but I didn't expect them to take out their mobile phones, open Taobao and say: Help me build a building.", "I am driven crazy by my girlfriend's building desire. She asks me to help her build one every day. If I don't, it means she doesn't love me."

300 million users activated in one week witnessed the success of this game. "Building a Building" is a large collaboration of Alibaba's ecosystem, with Tmall and Taobao as the main venue, linking Alipay, Youku, UC, Gaode, Ele.me, Koubei, Fliggy, Taobao Special Edition, Tmall Store, Ali Village and other Alibaba ecosystem products. This activity shows the interconnectedness of Alibaba's ecosystem. No other domestic company has such a high degree of product integration.

"Have you formed a team?" This year, Miaopu's activity is very strong, and it is worth learning from in terms of gameplay, which can make up for Alibaba's weak social disadvantage. Activate many users to spontaneously create groups and spread the message in the community.

This event organized the participation of mainstream products in the Alibaba ecosystem and coordinated the participation of many brands, once again demonstrating Alibaba's organizational and coordination capabilities.

2. Double 11 Main Venue

Tmall Double Eleven is a complex project that involves many brands and celebrities, and has many new personalized ways of playing. From the entrance distribution, we can see several flagship products: shopping subsidies, Tmall rankings, and live streaming. Special attention should be paid to live streaming. This year is the "first year of live streaming shopping". Live streaming has rapidly exploded in e-commerce. Judging from the resources invested by Tmall and Taobao in live streaming, it can be seen that live streaming will also be the focus of this year's Double Eleven.

JD.com

1. Jingxi

The most surprising thing about JD.com is "Jingxi". On October 31, the first-level "shopping" entrance of WeChat switched from "Jingdong H5" to "Jingxi", symbolizing a leap forward for JD.com's social e-commerce. "Jingxi" is JD.com's version of Pinduoduo. It achieved gratifying results on the first day of switching, selling 60 million items in 24 hours, and I also contributed an order.

As Pinduoduo's stock price rapidly climbed until it surpassed JD.com, I believe JD.com employees had mixed feelings during this process. Recently, Pinduoduo’s “10 billion subsidies” core categories are mainly targeted at 3C products, which undoubtedly hits JD.com’s heartland and its main position has been attacked.

JD.com and Pinduoduo have already made arrangements in the field of "social e-commerce". At present, JD.com has established a mini-program matrix including Fenxiang, Jing Xiaoge, Jing Xiaofu, and Yundian, focusing on the sinking market (71% of users are in non-first-tier and new first-tier cities). Now Jingxi has been placed in the main strategic position, which shows JD.com's determination. At present, the total number of communities has reached 90,000, with a GMV of over 600 million. It is expected to reach 500,000 groups within two years and serve 100 million customers. I believe that in the future, e-commerce giants will eventually have a battle in the sinking market.

2. Jingxiang Red Packet

Have you received this message?

"Jingxiang red envelope, open it to get a lottery code, you can win a surprise prize, you can enter the link repeatedly to draw 3 times, up to 1111 yuan, draw it~

This activity is simple and crude, and has a certain degree of spreadability, but its effect seems to be average at present.

3. 10 billion yuan subsidy

JD.com’s 10 billion yuan subsidy is mainly implemented through coupons, which is still very attractive.

Pinduoduo

1. 10 billion yuan subsidy

This year's Double Eleven is the second Double Eleven after Pinduoduo went public, and it inherits the previous approach: simple and crude. Hundreds of billions in subsidies, very direct. The selected categories are also very interesting: 3C products, especially Apple products. It represents Pinduoduo's determination to upgrade and attack first- and second-tier cities.

We all know the history of the rise of the three major e-commerce companies: Tmall and Taobao for clothes, JD.com for 3C digital products, and Pinduoduo for food, which are also the current leaders in GMV categories. Pinduoduo's choice is tantamount to an attack on JD.com.

For many friends, the most direct way of understanding Pinduoduo’s activities is through WeChat Moments ads and ads placed on various major channels. The strategy of Apple series directly reducing the official price by 500 or 1000 makes everyone feel that it is “really good”.

2. 10,000 coupons issued simultaneously

Issuing coupons is a regular activity that all major e-commerce companies have, and Pinduoduo also uses "coupons" as a core promotional activity.

koala

1. Koala Global Run

This Double Eleven is the first Double Eleven after Kaola was acquired by Alibaba, and we can see the upgrade of the gameplay. This type of gameplay inherits the style of Tmall games, and is deeply integrated with promotions and brands, but we haven’t seen any integration with Alibaba products. Maybe we’ll see some collaboration next year.

Double Eleven will come to an end in one week. In this Double Eleven when the economic situation is cooling down, we will wait and see what kind of e-commerce performance the major e-commerce companies will deliver.

Author: Liu Zhiyuan

Source: WebPMgrow