The Double 11 marketing of this e-commerce company is a little different from that of Tmall and JD.com

Since the rapid development of the Internet industry, everyone has begun to advocate the principle of winner takes all. Analysts always say that every category is a binary competition pattern, and the third place seems to have disappeared from people's sight.

That’s right, the first and second place companies that occupy the top resources in the industry are usually the focus of everyone’s attention. Their resource allocation capabilities and investment in industry competition are definitely several times that of followers, so they are more likely to attract attention. For example, the cat-and-dog war that has been going on for several years.

But will the world of third place become bleak? Take the mobile phone industry as an example: Samsung , the first, and Apple, the second, have been in a long-term confrontation, with one rising and the other falling. Whenever Apple releases a new product, Samsung usually attacks it. But quietly, the third-place Huawei has been approaching the second place (including Q3's global shipments), so the third place, which is often overlooked by us, is a powerful force in the market that cannot be underestimated.

This year's Double Eleven is the best opportunity to review the top three e-commerce platforms.

The Double Eleven promotion initiated by Alibaba is already in its ninth year. Alibaba has also been constantly iterating its Double Eleven gameplay. The group battle that has been very successful in the past two years has been used and strengthened by Alibaba again. This year, the number of brands forming a group has reached 52. The phrase "I wish you a happy Double 11" is to truly turn Double 11 into a carnival rhythm.

Of course, Alibaba has put a lot of effort into entertainment marketing this year. In addition to the party, Jack Ma also starred in a movie himself. He is really a dramatic actor, performing all kinds of shows.

JD.com , the second largest company, currently seems to be taking a two-pronged approach to fight against Alibaba. First, it is to use its relatively strong position as a pioneer in the home appliance category to launch a strong counterattack.

The second is to make yourself younger, show a daring attitude and emphasize the attitude of choosing good things when consuming. On the marketing side, the Double Eleven day was extended to 12 days, hoping to use the length of time to counter Alibaba’s one-day carnival.

Vipshop, which ranks third, has always been low-key, but this year it bravely broke all the rules and put forward a subversive proposition - compare prices from three stores. The intention is to remind all consumers not to make blind and impulsive purchases on Double Eleven, and not to blindly follow others with mysterious confidence. At least they should compare with the top three e-commerce companies to ensure that their consumption is more reasonable. Vipshop decisively breaks away from the perspective of a single brand and directly makes its appeal from the perspective of the e-commerce industry.

In terms of creative content, Vipshop first used Chief Surprise Officer Jay Chou to lead the way, using a film and television advertisement with a core creative line that even the ancients knew to compare prices before shopping to kindly remind the public. By using Jay Chou's storytelling method and presenting it through Chinese-style animations in a friendly and narrative format, Vipshop reminded consumers to remember to compare prices before shopping, which is a heartwarming brand. Vipshop boldly tried not to be driven by rigid profit motives, but to consider issues from the perspective of consumers. The video presentation also broke through the industry's commonly used method of using celebrity testimonials.

Immediately afterwards, Vipshop launched a funny song and dance video on social media, which directly hit the pain points of the Double Eleven Carnival. After the party, you may pay the price. Although e-commerce has made progress over the years, some pains have never healed.

The creativity starts from the pain points and presents the embarrassment of people who don’t know how to compare in a funny way - eating dirt when buying something too expensive, getting slapped in the face when buying something that doesn’t match the description, and breaking down in tears, which resonates with the public. On the other hand, it also shows that Vipshop’s Double Eleven is not just a price-cutting carnival. Since its brand upgrade in the middle of the year, Vipshop has increasingly emphasized authenticity and quality.

The entire film was shot in Thailand by Thailand's top director. It uses Thai-style imagination to fight against promotional routines. It first uses exaggerated and funny performances to catch your attention and make you laugh. At the same time, it presents an image of a cargo shopper who will not fall into the trap. Then, with magical songs and dances, it constantly reminds the audience to compare, telling them to remember to compare, so that they will not regret it, will not wear the same clothes, will not eat dirt, and will happily enjoy Double Eleven.

The two creative videos, one gentle and the other stimulating, break the usual promotional communication routines of Double Eleven e-commerce from different angles, and fully and comprehensively interpret the idea of ​​comparing prices from three stores. Faced with Tmall 's massive resources, Vipshop's strategy for this Double Eleven is very clear, which is to break through from the flank. While others are still talking about picking good products, Vipshop directly makes industry demands and at the same time shows its third position.

So who should I compare with? Of course it’s Tmall and JD.com.

What confidence does Vipshop have to do this? In fact, Vipshop has already determined its long-term development strategy of establishing itself as the third largest e-commerce company and seeking breakthroughs - "global selection, authentic products at discounted prices".

Actively deploy overseas buyers, select high-quality products from around the world, and allow more high-quality brands to join Vipshop. Through deeper cooperation with brands, we will ensure that all products on the site are genuine and strengthen our own logistics. Not only JD.com is operating its own logistics, Vipshop also operates its own logistics. At the same time, Vipshop has also launched a variety of after-sales service upgrades to comprehensively consolidate its foundation. Lay a solid foundation for future explosive growth.

Of course, in the Double Eleven promotion war, Vipshop still took the simplest approach, with cross-brand sales ranging from 199 to 100. When we compare, we are not only comparing prices, but also comparing products, quality and services. Only with such confidence can Vipshop say "Compare and you will get more value for money".

Overall, the comparison proposed by Vipshop is definitely not just a brute force challenge or empty slogan. Instead, it is about discovering the weaknesses of the strong and taking the lead in satisfying consumers' behavior. At the same time, more interesting and down-to-earth marketing innovations are also used to express it. Taking an unconventional approach in communication and confronting the enemy head-on in marketing, this combination punch is perfectly executed as Double Eleven is approaching.

Ranked among the top three e-commerce companies, Vipshop believes that by providing the best consumer experience, it will naturally gain the trust of consumers and greater room for development. As long as it keeps moving towards betterment, there is no so-called first, second, or third.