In June, There Was A Layout Behind The Big Promotion Of Tmall Jingdong.

< p > Jingdong's 618 anniversary this year is the first big promotion after the listing of Jingdong. Many businessmen feel that the momentum of this big promotion is very fierce, and they have invested heavily in marketing and publicity.

At the same time, Tmall also launched the big promotion in June, and pushed home appliance digital, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >, fashion department stores, beauty makeup, home decoration five categories and Jingdong formed a hedge situation.

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< p > in fact, although Jingdong and Tmall served as the two major integrated e-commerce platforms in June, they were not at all in the same way.

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< p > < strong > the promotion rhythm and key points of the two sides are different. < /strong > < /p >

< p > from June 4th to 16, at different time points, Jingdong launched different promotional categories.

From June 17th to 20, it is a 3 day promotion of the whole category. The following shows some Jingdong promotion arrangements.

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< p > Tmall launched the sale of electrical appliances at the end of 5, and the activities of storing goods at the beginning of June involving food, liquor and sports purposes. All promotional activities involving beauty, fashion department stores, digital appliances, home decoration and other important items all focused on June 16th to June 19th. In addition, the "a target=" _blank "href=" http://www.91se91.com/ "dress" /a "promotion" was also introduced in June 26th.

Tmall will promote the localization of digital appliances category in June 18th. Naturally, we hope to attract consumers' attention and impact on sales of Jingdong's flagship category on the anniversary of Jingdong.

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< p > but the battle of Jingdong celebrates the month obviously longer, involving more categories, and the rhythm is completely different from Tmall's.

Moreover, the marketing activities are more complex because of the two businesses of self and POP platforms.

The choice of time points and categories of Tmall's annual promotion is relatively concentrated, and the marketing mode is still dominated by red packets plus half off.

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< p > we can see from the promotion page of both sides that compared with the promotion of the category of digital home appliances launched by Tmall on the day of 618, Jingdong has integrated the household appliances and 3C categories as the main promotional categories in the whole category promotion and various special stores. Jingdong still focuses on digital 3C and household appliances in its category of operation.

Tmall is more focused on clothing such as a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > hat and so on. This year's big promotion also launched a 4 day "female exclusive", which has a clear distinction between the operation focus and overall quality and Jingdong.

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< p > < strong > Jingdong is not subject to "a href=" "http://www.91se91.com/news/index_c.asp" > Tmall < /a > sniper influence < /strong > < /p >.

< p > electric appliance merchants said that Tmall promoted the Jingdong store celebration in fact, but in fact, it did not have much impact on Jingdong.

"Jingdong and Tmall account for less than 20% customers.

Moreover, sales promotion activities are frequent now, but users' consumption behavior tends to be rational, and the function of marketing propaganda is reduced.

Users who are accustomed to shopping in Jingdong will still choose Jingdong, and users who prefer Tmall atmosphere will still go back to Tmall to pick them up.

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< p > the businessman pointed out that Jingdong has multi standard products, the price per passenger is high, and the number of male users is high, and the household appliances 3 C is still the main category.

And Tmall is more comprehensive, there are many non-standard products, suitable for users to find the long tail of personalized products.

These differences result in the fact that the coincidence degree between Jingdong and Tmall customers is not high.

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< p > "this year has not heard that we can only choose one side to participate in the big promotion activities, which shows that the direct competition between Tmall and Jingdong is not fierce now."

A businessman pointed out that although Jingdong has never been more than a cat in terms of sales volume, it is also developing logic different from Tmall.

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< p > "high quality logistics and distribution service has been a strong advantage of Jingdong to attract users. Now Jingdong can basically achieve one day in the first tier cities in China."

According to the insiders, it is the key to guarantee the service advantages of Jingdong and expand the sales market in the future by giving full play to the advantages of self built logistics distribution and opening the service to POP businesses.

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< p > < strong > big promotion has a layout < /strong > < /p >.

Less than P, analysts pointed out that in June, behind the big push sales volume, Tmall and Jingdong should have different appeals and priorities.

Jingdong has just completed the listing, and Ali group will also be ready to go public in August. The environment and development stages of the two sides are not the same.

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< p > "enhancing the overall image and traffic value is a top priority for Tmall." the big promotion before the listing of Alibaba group is undoubtedly an excellent publicity and marketing opportunity.

Businessmen pointed out that this great promotion, Tmall not only pays more attention to entertainment and interest, but also connects with events such as the world cup in setting up activities.

Moreover, Tmall's costumes especially take the "international brand Carnival" as the highlight of the event. The concept of "big 50 percent off" is put forward.

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< p > in addition, Tmall Zhongzhong promoted the layout of mobile Taobao and Tmall wireless to guide consumers to scan the code through mobile phones.

Although Tmall's recent publicity on mobile terminals is relatively low-key, people in the industry generally believe that mobile terminals are the key areas for layout at this stage.

Earlier, Ali group in the mobile terminal through the acquisition and acquisition of many ways to layout the project, but has not yet achieved mutual access, integration of resources will become Ali group for some time in the future keywords.

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Compared with P, the industry analysts believe that attracting the traffic resources rapidly becomes the most important demand after the Jingdong listing, so the layout of the traffic port is the key task of Jingdong now.

During the anniversary of June, Jingdong clearly hoped that with the help of big promotion, the mobile terminal resources brought by Tencent and the online shopping resources such as pat net could be opened, so as to prepare and support the expansion of Jingdong's future platform.

Only with abundant traffic entry can we lay a solid foundation for attracting high-quality suppliers.

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< p > it is understood that < a href= "http://www.91se91.com/news/index_c.asp" > Jingdong < /a > 618 in wireless terminal, in addition to independent mobile clients, hand Q and WeChat have become an important platform for Jingdong in wireless terminal promotion.

At the WeChat end, Jingdong's first level entry will be launched in the same period of 618. In addition, there will be a shopping portal on the QQ side of the mobile phone.

In order to promote consumers' awareness of Jingdong's sales entrance to these mobile terminals, Jingdong launched a Jingdong red envelope worth $10 billion on these three ports, and after receiving it, it can jump directly to the relevant sales page of mobile terminals, and guide users to spend on mobile terminals.

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