Double Eleven advertising farce: a bite and a bite back

As Double Eleven approaches, major e-commerce companies are gearing up, ready to seize the beachhead and go crazy in this man-made shopping carnival. Even traditional offline merchants that have always been hostile to or even disdainful of this day have changed their original intentions and started the "Lianhe (Joint) Operation" in an attempt to get a piece of the pie.

What should have been a happy festival for everyone was overshadowed by the news that a certain online media outlet broke yesterday that "Ali has registered the 'Double Eleven' trademark, and as a result, JD.com can only temporarily replace all its advertisements."

However, the author checked the trademark management website and found that the "Double Eleven" trademark had been registered by Alibaba as early as 2011. If it was really because of the trademark registration that JD.com replaced the advertisement, why was it safe in the past few years? Was it really a case of fattening the pigs before slaughtering them?

If you don't explain it, you won't understand it. Let's take a look at the core of the content of the advertisements that JD.com has been supporting. The author has summarized two points: First, the advertisements deliberately emphasize JD.com's "Double Eleven", which is a festival for JD.com and its consumers. Second, the advertisements use words such as "Xiao Tao Le Ba" and associate "Xiao Tao Le Ba" with counterfeit and shoddy goods through images, while also alluding to Alibaba.

Well, look, this is the reason. As the founder of "Double Eleven", Alibaba should have spent a huge amount of manpower and financial resources. JD.com's several inexplicable advertisements want to erase the credit, which no one would do. It's like Alibaba gave birth to a son. After spending money and cultivating him, the son finally became successful and ranked tenth on the list of China's richest people. JD.com suddenly jumped out and advertised everywhere that this son is its, and filial piety should be shown to it. Can a neighbor with a little bit of heart help it? The biological parents are not anxious for you!

The second point is a classic example of "eating meat with the bowl in hand and cursing after putting down the chopsticks". On the one hand, they want to take advantage of "Double Eleven", but on the other hand, they maliciously attack the competitors who launched "Double Eleven". You should know that the original purpose of advertising is to promote the positive image and brand of one's own company. Using advertising to discredit competitors is essentially a violation of the Advertising Law. It is no wonder that many media rejected JD's obvious advertising. Of course, this point was interpreted in JD's statement as "influenced by Alibaba's registration of the 'Double Eleven' trademark, JD replaced the advertisement."

So, let's restore the truth of the incident. The series of advertisements that JD spent a lot of money to create in order to seize the "Double Eleven" were too explicit, and were rejected by some media. However, time was tight, and in order not to let the carefully formulated advertising strategy be frustrated, it seized on Alibaba's registration of the "Double Eleven" trademark and took a counterattack from the artificially fabricated pseudo-moral high ground, saying that Alibaba coerced the media through the "Double Eleven" trademark. It is secondary to gain sympathy. The key is to continue to play a role in communication, make up for the loss caused by the mistakes in its own advertising strategy. Unexpectedly, a stone stirs up a thousand waves, and the public opinion makes the lame "fig leaf" become the "red veil" of the bride. Most media believed it to be true, and based on the principle of less trouble, other companies' normal "Double Eleven" advertisements also shrank back.

As a result, JD.com's counterattack turned into a direct bite on Alibaba.

Of course, this is not the first time that something like this has happened. Remember when Milk Tea and Dong Ge's relationship was first exposed? JD.com also righteously said that it was Ali's doing. When Dong Ge and Milk Tea made a high-profile public appearance, the tomato fell into Milk Tea, and the persimmon was no longer a persimmon, but the tea was still tea. I just wonder if Milk Tea felt that the plot was familiar when she accompanied Dong Ge to Spain to receive the award? Well, with Dong Ge's new status as the tenth richest person in China, I think this little thing can still be handled.

But, if you walk in vegetable fields often, how can you avoid getting your shoes wet?

Nothing is more mysterious than this.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.