Double Eleven is coming, what activities do Alibaba and JD.com have in store?

The annual shopping war " Double Eleven " is coming soon.

Are your shopping carts and wallets ready?

Double Eleven has not arrived yet, but Alibaba and JD.com have already started to fight and have used all kinds of marketing methods. During this period, as long as you live in the online world, you will be surrounded by advertisements from major e-commerce companies ; offline, subway advertisements, elevator advertisements, car body advertisements, and platform advertisements are also not slack at all.

Alibaba and JD’s Double 11 both chose to officially start on October 20th. At midnight on this day, Tmall Double 11 pre-sales began, and JD.com directly started the 28-day "Global Good Products Festival".

Let’s start with the e-commerce giants Alibaba and JD.com. Whose marketing strategy is better for this year’s Double Eleven?

Ali

Just after the National Day, and one month before Double 11, Tmall released a new 2018 Double 11 logo, kicking off the Double 11 campaign. The new logo looks like this:

In addition to the change in the logo, this year's Tmall Double 11 is no longer limited to online. 200,000 offline brand stores in various cities will participate, nearly 100 HEMA Fresh stores, and more than 470 chain supermarkets transformed by Taoxianda will also participate in Double 11 as part of "new retail".

In order to attract more users to actively forward and participate, this year's Tmall Double 11 launched many game rules, allowing participants to obtain coupons and other benefits.

For example, the Double 11 Partner Plan allows participants to sign in or complete tasks in Alibaba products such as Taobao , Tmall, Xianyu , Taopiaopiao, Youku, and UC to collect so-called "activity energy." On November 10 and 11, the energy can be exchanged for red envelopes at a ratio of 100:1, which can be used to offset the payment for purchases on Tmall or Taobao on the day of Double 11.

The second one is the rule that your WeChat friends often ask you for help with recently - team PK. Form a team with your friends, compete with other teams every day, share the event page with other friends, and ask them to open Taobao to like your team.

In addition to the rules of collecting likes and competing for energy, users can also receive red envelopes on Taobao three times a day, and randomly receive cash deductions or Double 11 shopping red envelopes.

In addition to these rules, Tmall also launched 66 posters at one go, uniting 44 brands and 22 Alibaba economy partners, with a total of 66 brands presenting the theme of "The excitement has just begun." Since there are too many posters, here is a partial screenshot:

Tmall x Coca-Cola

The more you share, the more you enjoy

Tmall x Laoganma

The hotter the hotter

Tmall X Xiaomi

The more you explore, the more you love

In addition to the usual brand joint posters and real-time discount tracking information on Weibo, Tmall also released several very creative TVCs.

The Tmall Double Eleven campaign was kicked off with a ten-year memories TVC featuring Tmall spokesperson Yi Yang Qianxi. Yi Yang Qianxi’s ten years are also the ten years that Tmall has been with us. It has accompanied us in our growth, transformation, and progress.

At the same time, Tmall’s Double 11 10th anniversary theme song "The Wonderful Things Have Just Begun" was also sung by Yi Yang Qianxi, implying a more wonderful tomorrow. Tmall will set off with everyone.

In addition, Tmall and New World launched a short film based on real experiences of our readers, called "Ten Years of Skirt Dreams". Advertising TVC means Tmall Double 11. It has changed the lives of many people in the past ten years and accompanied many people in their growth. Ten years is a node and also a starting point.

In addition to its diverse online marketing methods, Tmall has also expanded its offline presence, dropping 13 giant, cool cat heads in core business districts in 12 cities in China, including Hangzhou, Shanghai, Chongqing, and Wuhan. While being cool and eye-catching, it also tells passers-by that the countdown to Double Eleven has begun!

JD.com

In the Double Eleven battle, JD.com is naturally unwilling to lag behind, and marketing methods such as posters, TVCs, and red envelope rain are indispensable.

This year's JD Global Shopping Festival entered the warm-up period on October 20, and the special session will officially start on November 1, and the big promotion will last until November 15. JD.com has joined forces with hundreds of brands to support the launch of the 2018 JD.com Global Products Festival. Because there are too many posters, here are some of them:

JD.com X Meituan

I want to go out to eat with you, it's fun and affordable

JD.com X Tujia

I want to take care of your home during your trip

JD.com x Bank of China Credit Card

I want to take you to experience the wonders of the world

The online promotion TVC is like this, implying come to shop, come to be satisfied, come to buy good things, and come to have a good time.

In JD's APP, in addition to basic discounts, there are also various ways to play such as flash sales, special coupons, discounts, group buying, as well as exclusive rights for specific groups of people. On the one hand, it launched direct reduction activities in cooperation with brands, and on the other hand, it launched the "No. 1 Jingtie" gameplay, distributing 50 million "Jingtie" with no threshold for a limited time. After receiving it, "shopping addicts" can directly deduct it when placing an order.

You can get coupons with "No. 1 Jingtie", and you can also vote for your idol in "Star Wish Guardian". During Double Eleven, the top three will have the opportunity to appear on the advertising screens of landmark buildings in major cities; in "JD Welfare Palace", you can invite friends to form a group to share Jingdou; collect cards to share gold beans, collect 5 Wangwang cards and combine them into a God Card, and you can share 1 billion Jingdou with all users who have obtained the God Card, and play many other mini-games.

In addition to online promotions, starting from October 22, JD.com joined hands with tens of thousands of offline stores to launch a 25-day "digital store" event, giving away gifts worth hundreds of millions of yuan, allowing consumers to receive coupons online and shop offline, and obtain real discounts and a convenient shopping experience.

Summarize:

After watching the marketing methods of Alibaba and JD.com during Double 11, although the smell of gunpowder is not very strong, there are only a few routines:

1. Teamwork: There are more rules for sharing discount red envelopes, and the two e-commerce giants are competing for more potential consumers.

2. Mainly based on subsidies and red envelopes: Red envelopes and coupon discounts are still the best means for major e-commerce companies to attract users.

3. Online and offline linkage: This year's Double Eleven is no longer limited to online. Offline supermarkets and partner brands have all participated in this national shopping spree.

Source: Meihua.com