Weibo Marketing Is The Player Behind E-Commerce Price War

"These five days and five nights, sometimes I don't know whether I'm still alive, I dare not sleep, and I can't sleep," said a Gome salesperson.

On August 20, the price war between e-commerce came to an end. On August 17, Liu Qiangdong, CEO of Jingdong Mall, did not respond to Han Depeng, General Manager of Gome Online Mall, who asked for another "price negotiation", resulting in a hasty end to the price war between e-commerce stores that lasted only one day from August 15.

In the five days that the aforementioned marketing personnel kept awake, there were also a group of marketing personnel in the same "high" state with him. However, their identity is more secretive, and their driving force cannot be ignored. It is they who make this price war become the focus of attention.

The same protagonist in both versions

Although Shen Yin, the founder, has always been reluctant to be surprised to define NTA's work as microblogging marketing, but is willing to call it social media marketing, this story still needs to start from NTA.

On August 14, Liu Qiangdong, CEO of JD Mall, said on his microblog, "Today, I make a decision again: JD everyone's electricity will have zero gross profit in three years! If any purchasing and marketing personnel add even one yuan of gross profit to everyone's electricity in three years, they will be dismissed immediately! From today, all JD everyone's electricity will be guaranteed to be at least 10% more than Gome and Suning chain stores, and the company will soon announce the implementation method!"

This statement not only moved many related companies in the industry, but also made NTA, the social media marketing company that signed a contract with Jingdong Mall for one year, busy.

An NTA insider said that not only we, but also the public relations staff of Jingdong Mall were very passive by Liu Qiangdong's speech. We can only actively cooperate, "because this is our work, we need to do our job well".

What NTA should do when the person refers to it is to provide appropriate marketing strategy advice to Jingdong Mall. NTA's opinions include: making reasonable use of opinion leaders and finding content that meets their positioning to forward. Of course, due to Liu Qiangdong's sudden speech on Weibo, the person said that NTA only played a supporting role in the whole marketing, and Liu Qiangdong was the leading role.

The NTA insider denied that this was a premeditated micro blog marketing. He said that Liu Qiangdong's speech was accidental. At the same time, it is unknown whether Suning E-shop and Gome Online Mall replied or not. Previously, many of Liu Qiangdong's speeches did not lead to a positive response from Suning and Gome. Therefore, "for the whole event, we are not planning for a long time, but guiding it according to the situation".

Contrary to the statement of NTA insiders mentioned above, an insider said another version.

The insider said that the target of this marketing campaign was indeed Suning E-Commerce, because Suning E-Commerce had launched a strong "E18 promotion" since April 18 this year, and the monthly "E18 promotion" of Suning E-Commerce had a certain impact on the sales of Jingdong Mall, while the "E18 promotion" on August 18 was extremely well prepared, Jingdong Mall intends to disrupt Suning's "E18 promotion" on August 18 through microblog marketing.

The insider further said that, from the results, since the e-commerce price war on August 15 was attended by many parties and attracted the attention of all parties, the "E18 promotion" prepared by Suning Appliance was less popular after JD Mall stopped releasing the news of the price war on August 16. "This is a victory of new media marketing over traditional media marketing". {page_break}

Microblog marketing business experience

online retailers price war The event only brought microblog marketing to the surface. After the rise of social media such as microblog, a large number of gold miners have emerged around microblog.

When microblogging rose in 2009, Du Zijian, who often visited Tianya, and Wine Red Ice Blue (formerly Xiao Junli), who played on the forum, became the first users of microblogging. At that time, "raising a large number" became the main means of microblog marketing and making money.

Since then, in December 2010, the angel investor Xue Manzi took a fancy to Du Zijian's grassroots size and pulled the blue cursor to invest in Du Zijian. The two parties each contributed 2.5 million yuan to subscribe for 24.5% of all shares of Du Zijian's Huayi. In addition, the Weibo needs of more than 750 customers of BlueFocus were all handled by Du Zijian's company.

After nearly three years of development, microblog marketing and business experience in microblog industry have changed.

According to an industry insider Weibo marketing There are many surviving companies, but there are two main types of business, one is content, the other is communication. If these two types are subdivided, there are many different methods.

The person further said that Du Zijian and his Huayi Media have evolved into a training institution for micro blog marketing; In the microblog arena, there are advertising platforms such as "Weibo Yi". Xu Yang, CEO of Weibo Yi, has been doing search engine marketing in Baidu for 9 years; Another group of companies mainly engaged in microblog content marketing have also gradually emerged, which provide advertisers with microblog marketing plans and programs; Large scale operation is still a kind of micro blog marketing, which is also the main business of wine red ice blue, etc.

Among them, Xu Yang is working on the microblog advertising communication platform. The main business model is to track and analyze more than 40000 microblog accounts, find 7000 valuable accounts, and sign long-term cooperation agreements with them. These accounts all have fans with specific preferences. When enterprises need to promote, Weibo will find the most matching account to promote.

For the JD Mall operated by NTA online retailers For the price war marketing event, a senior insider in the industry said that from the example of JD Mall, it could not reflect any superb micro blog marketing content. JD's approach is very simple, that is, to build Liu Qiangdong's own micro blog into a marketing platform.

A senior person in the industry admitted that "microblog marketing has a better arrival rate than traditional media marketing, because microblog, a social media, is still in a relatively hot stage. According to industry data, 30% of the customer base of many Taobao store owners comes from microblog marketing."

However, the aforementioned NTA insiders said that microblogging marketing is definitely not equivalent to "raising a big name", and don't exaggerate the role of microblogging marketing. There are few successful microblogging marketing efforts like Durex's, and more enterprises are investing heavily in microblogging marketing and getting nothing from it. Microblog marketing is a kind of social media marketing, and the operation of such marketing must be based on the understanding of the industry.