What kind of silent wars did Alibaba and JD.com fight to compete for Double Eleven traffic?

With only a few days left until Double Eleven , many people are already sharpening their knives, and the "cat and dog war" between Taobao and JD.com has already begun. When you surf the Internet or take the subway, you can see advertisements everywhere, which makes you smell the gunpowder smell of the two sides competing for traffic .

Playing the emotional card, celebrity effect, brand alliance, new concepts, etc., with three-dimensional and diversified marketing methods, both parties can be said to have put in their best efforts.

Today we will take a look at how Tmall and JD.com detonate traffic pools through marketing.

In addition to the huge platform resources, Alibaba also has its own marketing ecosystem . Whether it is online promotion, product launch, or TV gala, it will undoubtedly push Alibaba to become a huge global retail system and break last year's transaction record of 120.7 billion yuan.

On October 20, Tmall launched an H5 "Hip-Hop Electronic Music Party" . Although it did not cause a screen-sweeping sensation like last year's "Invitation Across the Universe", it still followed the popular hip-hop trend this summer and created a cool electronic music party atmosphere. Throughout the whole process, the brainwashing phrase "I wish you a happy Double Eleven" appeared repeatedly.

Because Tmall found that in addition to pursuing quality and a better life, 41.3% of people will also buy gifts for their family and friends on that day. Therefore, this year's slogan is more humane and down-to-earth.

"Budweiser, release your true self", "Maserati, ride the wind", "NIKE, so competitive", etc., each wonderful copy calls for an "ideal life".

In addition to the posters, there are also various promotional activities that are dazzling this time. The excitement of the “last few days” hunger marketing is still there, but the reservation and deposit gameplay is even more exciting .

In the past, consumers felt that the 50 yuan discount for purchases over a certain amount was not that great, but now 50 yuan is worth 100 yuan, which has led many people to buy in advance.

In addition to online gameplay, Alibaba has not let go of offline activities. The Tmall "Double 11" global fashion festival was held in Shanghai a few days ago, with foreign companies such as LVMH and Victoria's Secret, as well as domestic companies such as Anta and Heilan Home participating.

After all, fashion apparel has always been regarded as Tmall's advantageous category, and it is also the foundation of Taobao and Tmall.

I believe many people have seen the "11-step magical poster" endorsed by Yang Yang invited by Suning . The simple and rough cutout and pasting make people laugh.

So far, JD.com has released three video ads about Double 11. As early as mid-October, JD.com emerged with a touch of red, and the "Red Double Eleven" campaign made people excited.

"I've been drinking coffee for ten years, and I only love one flavor. / The music for long-distance running is different every day. / Only by being picky can you get better things. / For good things, go to JD.com. "

After all, "select" is also the keyword of JD.com's marketing, because its theme this year is "Global Good Products Festival".

During the nearly half-month-long "Global Goods Festival", JD.com had many hot spots: the ignition special PLUS DAY, super flash sale day, super coupon day, ace endorsements, and a climax across all categories. JD.com released a joint poster in collaboration with well-known brands such as Caijing.com, Anjuke, Meitu , Maimai , Kuaishou, and Kugou.

It is said that Liu Qiangdong waved his hand and released this film in full on WeChat Moments, which directly raised the sentiment to a new level.

Of course, since Alibaba’s party was so successful, JD.com would follow closely behind. In addition to hosting the King of Glory competition to sound the clarion call for JD.com's Double 11 promotion, a number of rappers such as Avgeni, VAVA, and Sun Bayi were also invited to support the JD.com party on October 31 .

In terms of strategic cooperation, JD.com attaches great importance to Taobao's lack of home appliance business, which it is good at. On September 16, JD.com announced that it would invest a total of more than 1.2 billion yuan in resources for the Double 11 marketing promotion of home appliances . Many home appliance brands including Midea, Haier , TCL, Hisense, and Fangtai have signed cooperation agreements with JD.com, creating a borderless retail that integrates online and offline.

Before and after Double 11:

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