Experience With Taobao And Tmall In Nodal Marketing

< p > < strong > seize the name of heaven bestowed < /strong > /p >

< p > it is said that "double 11" was raised by a college student in Nanjing.

This festival is only a kind of teasing "holiday" on campus, not the mainstream.

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P, who is very smart, found his super value. He thought that "double 11" is a good name.

One is to remember well, the two is dramatic, easy to be popular, and the three is pleasurable. It comes from "the masses".

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< p > < strong > < a > href= > http://www.91se91.com/news/index_c.asp > > /a > /strong > /p >

There are too many activities in the traditional festivals of P. Everyone is holding activities, which are easily annihilated by a large number of holiday promotion information. When choosing this kind of non mainstream activities, it is easier to highlight and attract a lot of attention when they are held.

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< p > < strong > activity thematic < /strong > < /p >

< p > the best way of promotion is thematic activity.

In an activity, a lot of on-site interaction can be generated.

Brand promotion is virtual, consumers have no experience.

The best way to combine consumer experience and brand promotion is theme promotion.

"Double 11" is such a theme promotion form, it sets the promotion experience as an integral whole, sweeping the whole nation.

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< p > < strong > Image banner < /strong > /p >

< p > Ma Yun said, "behind the number of double 11, we should be concerned about how to use these figures to fight down the price of commercial real estate."

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< p > with the rise of domestic housing prices, the price of domestic commercial real estate is also rising steadily.

The rental cost is one of the biggest burdens of the brand and directly increases the price of the goods sold.

In the early days of domestic e-commerce development, the rental cost of zero entity storefront became the advantage of online stores.

In an interview with CCTV, he said, "no one is successful in bargaining, we are competing with traditional business models."

"Double 11" is not a battle in the electricity supplier. This is the challenge of the new business system to the traditional retail industry.

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< p > he used the electricity supplier to destroy the high price banner of commercial real estate, touched the social nerve, and gathered hundreds of millions of consumers.

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< p > < strong > launching the national war < /strong > < /p >.

< p > Taobao and Tmall, as an electronic business platform, are similar to large markets. They only rent stores and booths, make rules and offer promotional tools, but do not participate in the specific sales of each enterprise.

The advantage of this model is that it can give full play to the advantages of every enterprise and make it "fight for itself", thus bringing about the overall improvement of Taobao Tmall sales.

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< p > propaganda, Taobao Tmall and public furniture have the following "division of labor" characteristics: Taobao Tmall is responsible for the overall Carnival brand promotion.

The creative expression is "11 days."

The scope of its advertising includes subway stations, advertising platforms and so on.

Tens of thousands of businesses use their own channels and resources to create a "double 11" campaign, which makes Tmall win a huge victory in the war without putting too much money into it.

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< p > < strong > do everything possible to facilitate customers < /strong > < /p >

< p > > a href= "http://www.91se91.com/news/index_c.asp" > Tmall < /a > mobilized 30 thousand stores under more than 300 brands, such as UNIQLO and Ordos, as Tmall's double 11 "fitting room".

Offline brands take part in online and offline interaction, that is, users can purchase orders in the physical store by scanning code and so on, opening the first true integration of O2O (from online to offline).

An important trend this year is the linkage between the online and offline industries. Apart from the importance attached to the logistics links in the electricity supplier chain, the biggest feature is to combine online purchase with physical store pick-up, reduce logistics costs and maximize purchasing power, and eliminate the overdraft of physical stores bought by double 11 as far as possible.

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< p > this year, double 11 mobile shopping accounts for a larger proportion of total shopping.

The total number of Taobao mobile clients has exceeded 6 billion a day, and the total number of mobile Taobao users will exceed 120 million. The number of mobile Taobao's pactions has accounted for 20% of the total number of pactions on the day of "double 11 days", compared with about 5% last year.

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< p > mobile a href= "http://www.91se91.com/news/index_c.asp" > Electronic Commerce < /a > can realize shopping at any time, anywhere and on the go, and positioning and LBS can link offline entities, while scanning and shooting functions, such as scanning two-dimensional code, can match and search for commercial products, and even have communication function and sensing function, thus facilitated customer procurement.

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< p > < strong > the advantage of being the leading brother is less than /strong > /p >

< p > the "double 11" promotion was initiated by Taobao mall. The other e-commerce platform businesses are hate and love, hate why they are not the first ones to launch, love is to abandon, but can not see Tmall has made such a big sales performance in a public holiday, including the Jingdong, Gome, first store and many other platforms, and the electricity providers are unwilling to be left behind. They have followed suit and joined the "double 11" sales promotion tide. They should be divided into one cup of envy, so that "double 11" has become a "statutory" holiday.

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< p > Taobao and Tmall are a bit tired when taking the lead in big brother, but the profits are huge.

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