Analysis of competing products for 618 events on Tmall, JD.com and others!

This article will analyze the 618 activities of other competitors from five perspectives: theme, rhythm, matching of people and goods, interactive gameplay and golden traffic flow. enjoy~

Analysis Background

In the 618 promotion that just passed, we saw many excellent projects around us. At the same time, as the leader of the current e-commerce industry, we also need to look outward in order to better control industry dynamics and adjust our work direction. So we have this 618 competitive product analysis.

Next, we will analyze our competitors’ 618 activities from five perspectives: theme, rhythm, people-goods matching, interactive gameplay, and golden traffic flow.

theme

The theme is the core of the event branding. Let’s take a look at the changes in the themes of our competitors in the past two years:

After reading the theme content of other companies, you can compare it with JD.com’s theme ideas this year:

In addition to Tmall and JD.com, which have always played an important role in the promotion, Suning’s 618 theme this year is also worth pondering:

Rhythm

Next, let’s take a look at the overall promotion schedule of the major platforms during 618:

Matching people and goods

As the idea of ​​refined operations becomes popular, better matching of people and goods and improving user shopping efficiency have also become a "battlefield" for e-commerce companies to compete for user attention.

Interactive gameplay

In major promotional activities, interactive gameplay has always been an important tool for major platforms to "build momentum" in the early stages. In previous years, the activities of “forming teams to gather energy” and “collecting cards to share Jingdou” brought back to life a group of WeChat friends who had not been in touch for a long time, and also brought a wave of traffic to the platform. When it comes to interaction this year, one thing that must be mentioned is "Ideal Cat".

Golden Line

No matter how many ways to play there are every year, the core remains the golden route in the shopping process, which is also the core of improving the promotion experience.

Related reading:

1. Elements and channels of online product promotion plan!

2. A complete online event promotion planning plan!

3. How to acquire customers through online event operations?

4. Activity Operation丨How to Play APP Online Activities and Offline Promotion

5. Will the more online promotion channels there are, the better the campaign effect will be?

6. For online operation and promotion, can the hit H5 that goes viral be replicated?

Author: Operation Design Department

Source: JD Design Center JDC (ID: JDCdesign)