"Mid Year Promotion": E-Commerce Competition For Micro Marketing

Some commentaries say that today's consumption environment has changed to "new consumption civilization". Surplus brands and many large platforms are using various names to excavate the needs of consumers, snatch the last bit of fragmentation time, and win customers' reputation by improving their sense of quality and design. Finally, they do not forget to use soft emotional marketing to make you moved to tears.

Mid year promotions are called "red June" by many enterprises, and the heat of this kind of speculation has not yet come down. But in any case, the bustling market will only bring real benefits to shoppers so that consumers can pay for it.

　　 Online retailers Is it false to sell peace?

Before the subway stations, Jingdong launched a big announcement of "6.18 shopping". Reporters opened the circle of friends of WeChat, Jingdong puppy is selling gold at the "zero threshold" to use the red envelope, this wave of people robbed red envelopes activities quickly cleaned up a few days ago, the hot didi taxi robbed red packets of debris. Jingdong's celebrating activities include household appliances, books, clothing accessories and other categories of "buy the province", in addition to brand promotion campaign to overcome consumers, "big mouth dog" also invited Lu Yi, Liu Yan and other stars to help. 3 clothing brands, including micro-blog, babtiti, Antarctica and Shanghai story, have launched the "slot machine" map game, allowing players to participate in the "6.18" Party's virtual shop raffle.

In fact, the electricity supplier war has always been your debut, Jingdong launched a "celebration", the electricity providers are following the market, in this comparable "double 11", "6.18" war, whose holiday is not important, but no electricity supplier is willing to miss this "Carnival", especially this year, ushered in the world cup craze. With the world cup war, the business people who have been bustling up have been attacking, regardless of whether they kick off the goal or the real goal, all the electric providers use various means to "go out".

At present, whether Jingdong or Tmall, the "mid year promotion" of clothing category will reach a climax at the end of June. From the sales data, there is no blowout phenomenon yet. Is this the quietness before the storm? Xu Xianling, director of the brand, told reporters that a lot of electronic business platforms were engaged in "mid year promotion" activities, including mobile TV, outdoor advertising, and mainstream portals, all of which reported the electricity supplier war, making the atmosphere extremely strong. There is a saying: "marketing itself is a kind of intense shock, and when the energy of the ecosystem begins to play, the market will shape faster than it imagined." So the upcoming "mid year promotion" is worth looking forward to, and many people say that "mid year promotion" is the training before the "double 11". It will provide many valuable data for the brand, including what kind of shopping platform the user tends to purchase, the analysis of the peak hours, the activity of PC terminal and mobile terminal.

　　 Mobile terminal Small era, big market in the future

In addition, it is worth noting that this celebration Jingdong issued 1 billion yuan red packets, not to say that the amount of money to grab Jingdong's red packets, how to use, this red envelope marketing is more successful, even those who do not buy online usually also follow forward and "robbery" Jingdong. Because WeChat red packets are usually connected with potential customers' micro payment bank cards, Jingdong sends directly through the red mobile client, binding the mobile terminal potential customers.

Taobao's "loyalty team is not important, loyalty wife is important" and so on, 3 subway advertising can be deeply rooted in the hearts of the people, the next scattered two-dimensional code directly refers to the mobile client. It is reported that Taobao Tmall has linked more than 300 thousand online and offline businesses. Through the way of "scanning code", the main players can enjoy drinking, playing, playing and buying integrated services during the world cup.

Yin man brand has asserted that the 70% transaction volume in the next 5 years will come from the mobile Internet. For the whole strategy of Yin man brand, the PC side has been developing steadily. The mobile terminal is a trend and a new channel, which can bring new growth points. In view of the precise user marketing is the characteristics of the mobile terminal, we can say that the mobile terminal is a small era, and this small era will be a big market in the future. From the present point of view, the mainstream consumer of the whole consumption is younger, and these consumers' thinking logic is totally different. This kind of consumption occurs in fragmented time. Compared with the traditional PC end, the consumption purpose, consumption concept, consumption climate and quality requirements are different. The shopping path of the mobile terminal is more gentle. Users may be concerned about the brand and official WeChat because of a social event. They are concerned about the shopping platform of the micro platform, see the style they like, become consumers through this series of behaviors, gradually become familiar with the brand as an old customer, and shopping is also a casual thing.

　　 Micro marketing It's actually fun.

At present, sweeping is no longer so fresh. How to make people sweep and not lose powder? How to borrow the wings of micro marketing to seize the debris time of the mass microsphere? These problems put every enterprise on the same starting line. The clothing industry has already begun to pave the way for all channel marketing. With the increasing popularity of micro marketing, many enterprises actively use the two-dimensional code and the public number to narrow the distance from customers.

But there is no mature and replicable model for reference, Xu Xianling said. This time, aiming at the world cup, the "braided two-dimensional code" party was held at the football stadium of Guangzhou University City Sports Center, which opened the world's largest football yard two-dimensional code. Each person who sweeps the code can not only receive red packets, lottery tickets, shop vouchers, but also enjoy more than ten kinds of scanning privileges such as "hungry and urgent" delivery, KTV watching drinks, half price drinks, special night stay insurance and so on.

In the courier activities of Jingdong stars, EMMAN has launched several special items to allow users to vote. When users see their voting clothes on the stars, they will feel a sense of achievement. The executive team under the man line will not have the pressure to sell, but will devote all their energies to prying up customers. In addition, the monsoon brand also launched the WeChat mall, linking offline sales and mobile terminals, and through the WeChat real customer statistics combined with the traditional membership system, sent the electronic coupon directly to the customer mobile terminal.