Perspective Of 2016, The Big Business Double 11 New Play

Before the war,

Ma Yun, the chairman of the board of directors of the group, spoke early, "

"This word may soon be eliminated, replaced by" new retail ".

Ali CEO Zhang Yong said that this year's double 11 highlights the new feature play, not just "buy, buy, buy".

At the same time, other electricity providers said that double 11 should play the concept of electronic sound, sprouting system, two dimension and so on.

What kinds of drugs are sold in the gourd of each household appliance giant? What are the new ways to play double 11 this year? What are the distinctive new features compared with the previous years? What kind of commercial development trend will they show? Reporters can help you see the 11 new ways of the big business enterprises in 2016.

Each shows a great trick: Entertainment passes through warmth.

As early as half a month away from the double 11 shopping carnival, the heat of the war has begun to heat up, and the appliance companies are offering "entertainment routes", "crossing routines" and "tender cards".

In late October, Suning and Jingdong were warming up in advance in Nanjing and Beijing respectively.

Suning said that scenario consumption, online and offline integration, industrial layout, and youth are the key words of double 11 this year. "Consumption scenario" is one of the most mentioned words, such as the combination of modern technology and ideas, to show through ancient themes.

At the same time, Jingdong has made a high-profile announcement that this year's double 11 will play a different way. It will no longer follow the previous low price promotion mode, but will guide consumers to rational shopping through three initiatives: "good property and low price", "extreme service" and "intelligent experience".

The Alibaba's trick is "tall", preheated to choose in Hongkong, and the 2016 Tmall double 11 carnival night location in Shenzhen, and invited the United States gold producer David Hill as the general director of the evening.

It is reported that David Hill has supervised over 20 years' American "super bowl", and is responsible for producing the 88 Oscar award show, "American Idol" and other popular TV programs.

Therefore, insiders told reporters that this year's double 11, Tmall took the "entertainment route", Suning "traversing routines" and Jingdong playing the "tender card".

Mo Daiqing, director of the online retail department of the China Electronic Commerce Research Center, said: "Tmall has assembled the world's top fashion brands and star models, aiming to build a Tmall double 11 global trend."

In addition, Suning began in November 1st, suning.com online platform, offline stores and Suning Tmall flagship store synchronized participation in the war, which is bound to cause some pressure on competitors.

In contrast, Jingdong seems to be playing the slogan of "serious shopping and buying good". It advocates consumers to refuse impulsiveness and rational shopping from many angles such as brand, commodity and service. At the same time, WAL-MART, as an important helper, will take part in this double 11 war.

"In the face of double 11, every household appliance giant is trying to get rid of all kinds of big moves, but the final effect is, only consumers have the final say, so the effect of specific circumstances remains to be seen."

An insider who declined to be named said.

From cross border to globalization

All the main forces are working hard.

In terms of channels, this year's double 11, "cross-border" has been placed in a very important position.

It can be seen that all the forces represented by "cats and dogs" have been pushing across the border, and Tmall has put forward "buying the world to sell the world" more than ever before.

Zhang Yong said publicly that there will be four major changes in Ali's double 11 this year: Globalization (buying the world for selling the world), entertainment, personalization and all channels.

Obviously, he put globalization in the top 11 of this year's double, and said that this year's globalization has changed with last year.

It is not hard to see that globalization is one of the most important strategies for Ali this year. As early as March this year, Ma put forward eWTP in the Boao forum for Asia. This year's double 11 is the first step for Ali to eWTP.

In fact, at the beginning of the year, Ma Yun for Tmall international investment platform, everywhere "lobbying" run, and the European and American political leaders frequently interact, not only invites the Costco and other top nine supermarkets to enter, but also attract Japanese flower king and other countries to set up brand flagship store.

In this regard, Mo Dai Qing analysis said that Ali chose to sea, on the one hand, because the mainland netizens double 11 purchasing power has been excavated more than half; on the other hand is also to Ma Yun at the G20 summit put forward the "eWTP" initiative to respond to practical action.

On the other hand, Jingdong CEO Liu Qiangdong took the lead in France and South Korea to open up the market this year, and started the investment promotion in Japan, Australia and the United States. More importantly, Jingdong has invited WAL-MART this year, and claimed that it has joined the war this year to double 11.

As a matter of fact, the various cross border electricity suppliers have indicated that they will not let go of promotional opportunities.

For example, in October 28th, Amazon, which has always been a conservative figure in the Chinese market, suddenly announced that its Prime membership service landed in China.

In this regard, the industry analysis, from its declared "the first domestic cross border orders to provide unlimited free distribution services," "customized for Chinese consumers" and other keywords, it can be seen that Amason introduced the membership system into China, especially this time point, which means that in the double 11 Amason will make great efforts.

In addition, including jumei.com, honey bud, ocean terminal and other electricity providers, have claimed admission.

It is undeniable that all the families are targeting cross border channels, and they are becoming more and more lively.

{page_break}

On the offline line, linkage is "show is buying".

Close to the new generation of Internet

In terms of marketing methods, the electricity giant also racked their brains, focusing on young online shopping groups, infiltrating into the "sprouting" and "two dimensional" elements, from entertainment to live show, and ultimately let consumers realize "show is to buy."

As early as the end of last month, Tmall held a fashion show called "the most popular model in history, the longest and the longest brand" in Shanghai, the 11 place of the global Carnival in Tmall.

It is understood that this show gathered the mother of Tesla founder ElonMusk MaleMusk, He Sui, "street filming Queen" Song Jia led nearly 200 models and stars at home and abroad.

The show is bought in 8 hours, and consumers can watch the live broadcast through Taobao mobile phone, Tmall mobile phone and so on.

The fashion show was broadcast live by Tmall live, Taobao live, Youku, fighting fish and tiger tooth multi platform. The total number of people watching the live broadcast exceeded 6 million, nearly 40 million points were praised for interaction, and nearly 300 million of social media topics were discussed.

In this regard, the business insiders evaluated that Tmall no longer stayed on the image of a seller's e-commerce platform, but instead worked hard to export its international image, and regarded itself as an incubator, joining the brand of the platform and building up more possibilities of communication and interaction with consumers by means of "show to buy". Brand on Tmall, not only the one-time high turnover, but also the marketing investment can be precipitated, pformed, and achieve sustainable development.

A fashion giant coffee also said that show buying is a great idea, which is a trend.

Coincidentally, suning.com will open a large-scale live show in Nanjing in November 10th this year, and will broadcast on Iqiyi, PPTV, and the two cultural gathering place BiliBili, commonly known as B station.

"Suning.com is getting younger and younger in the past few years and is moving closer to the new generation of the Internet."

Suning.com market leader said in an interview, "therefore, we not only choose the Internet platform on the broadcasting platform, but also tend to focus on the content of Internet culture in the program settings."

But in general, the fundamental reason for the change of e-commerce marketing mode is that consumers are constantly changing.

Today's online shopping crowd has extended to 95 or even 00 people. They are happy to show, enjoy sharing, and they love to play and enjoy things.

For example, surfing the Internet, shopping around, buying a party, watching a party, playing a live broadcast, and cleaning up a circle of friends, the double 11 must be played by young consumers.

Go to the electricity supplier "adult ceremony" exercise

"New retail" or business development trend

From the perspective of business development, this year's double 11 is regarded as a "milestone" milestone in the industry, that is, a "adult ceremony" exercise to create new business form.

At the opening ceremony of cloud habitat conference in October this year, Mr Ma threw out a heavy argument that the term "e-business" may soon be eliminated and replaced by "new retail".

Therefore, this year's 11 pairs of Alibaba and Tmall not only mean formal sailing to the sea, but also more importantly, the new retail business put forward by Ma Yun.

Ma Yun said that five new developments in the future will profoundly affect the world, and new retail is one of the five "new" ones that bear the brunt.

Under the new retail idea, Ali's ecommerce platform, logistics and Internet finance will be further integrated and focus on cooperative operations.

Data show that from 2009, the amount of 52 million yuan in double 11 yuan year to 91 billion 200 million yuan in 2015, Ali has gone through seven years, and this year it has eighth eighth 11.

In this regard, the industry generally agreed that this year Ali double 11 paction volume will undoubtedly exceed 100 billion yuan, but Ali began to deliberately focus on GMV, but the internationalization and new retail promotion, which is more convincing for the capital market.

"There is no such thing as e-commerce in the next 10 or 20 years," said the new retail.

That is to say, online and offline and logistics must be combined to produce a real new retail.

The enterprises under the line must go to the line, and the online businesses must go to the line, add modern logistics and together online and offline, so as to truly create new retail outlets.

Ma Yun said.

Ma Jihua, the industry insider, thinks that this year's double 11 will be an adult ceremony for Alibaba to formally bid farewell to the era of electronic business platform. The new form of entertainment in the future will bring joy, life, consumption and social interaction into a variety of smart terminals through video live broadcast. Entertainment and commerce will no longer be clear.

Zhang Yong also said before, "double 11 has gone far beyond the concept of shopping and even consumption, and consumer shopping has entered the era of full entertainment and content."

Journalist observation

Consumers are the final judge of the 11 wars.

At present, in the face of double 11, the major electricity suppliers have been offering a clear flag, but no matter how fancy, consumers are most concerned about quality, logistics, after sales and so on.

Then, do they work hard in these areas? In fact, consumers are the final judge of the 11 wars.

But for now, Tmall is undoubtedly the most lively and stylish, and also full of enthusiasm.

On 2016, Tmall double 11 carnival night to join hands with Shenzhen, Alibaba group chief marketing officer Dong Benhong said before: "double 11 has long crossed the national boundaries, but also surpassed the boundaries of the Internet. I believe that through cooperation with Shenzhen, 2016 Tmall double 11 carnival night" will let the global audience experience the combination of technology and culture and entertainment brought about by surprise and happiness.

Whether the final effect is expected is still to be examined by the general public.

As for Suning, the traditional commercial IP, which is built in double 11, is very innovative and has a very unique meaning. However, the specific effect can be observed.

In addition, Suning has been known as 3C, and this time the three terminal (online platform, offline store and Suning Tmall flagship store) entered the double 11 simultaneously, which also showed great importance to the consumer nodes. So what's the final result? Of course, consumers still have the final say.

By contrast, the Jingdong has been relatively restrained and rational, and no longer has a "party". It means that it will really start with good things, and advocate consumers to refuse impulse and rational shopping from many angles, such as brand, commodity and service.

But businesses are saying what they say, and ultimately consumers will have the final say.

Of course, in addition to the electricity giants, more and more players participate in the double 11, big fish and small fish go into the sea.