300 Thousand People "Yaohao" To Buy Shoes, Will It Be More Difficult To Buy Than Yao Hao?

It is not only the "double eleven" zero hour that can make the epinephrine rush time of online shopping enthusiasts, but when the products are sold at ordinary times, it is also a campaign of quiet and inward heart. But the feeling of hand speed is really thrilling, and often only leaves a broken heart after the sale.

Recently, the NIKE brand tried a more relaxed way through Jordan Tmall flagship store, drawing lots.

Jordan the draw is Air Jordan 6 Retro NRG cherry blossom pink women's sneakers. The ballot channel opens from March 9th to March 15th. If the winning party pays within 15 minutes after the list is announced, it will be able to get the shoes. Although nearly about 300000 people took part in the lottery, they lost the feeling of scramble for competition, instead, they turned the sale scene into a Buddhist system.

In fact, in the limited edition of the king's shoes circle, "draw lots to buy shoes" is a very common rule. Entity stores, SMS, WeChat public number, and the SNKRS and Confirmed APP introduced by Nike have been introduced by Adidas, such as Confirmed and other APP.

This is the first attempt by Nike to draw lots in Tmall. From the way of participation, it has become simple, and there is almost no difference from the normal online shopping process.

Adidas Comfirmed APP

In fact, Tmall is a new hand in drawing lots, which is a new tool launched by Taobao on the brand name in the end of September 2018. After 3 months of testing, in January of this year, the Vans Limited New Year holiday was officially launched, and 50 thousand people participated in the 5 day opening of the lottery. Jordan is the second brand that uses Tmall lottery.

According to the development of Tmall apparel division staff members (alias), the lottery tool is a product designed for the sale of high priced and sparsely priced items. Although the most commonly used products are sports shoes, tide cards, watches and so on, it does not exclude the possibility of being applied to the sale of other popular products in the future.

The choice of Tmall lottery tool and brand is bidirectional. The brand can take the initiative to apply, and Tmall will judge whether the product is scarce and topical. At the same time, Tmall will also invite appropriate brands to draw lots.

According to Cheng Cheng, from the perspective of consumption experience, online drawing has broken through the geographical restrictions, and also avoided the trouble of queuing. To a certain extent, it can also avoid the phenomenon of cattle sweeping.

"When Tmall is delivering the top cargo, there will be a mechanism against cattle, which will block the list of past cattle, and try not to allow the cattle to participate in the sweep," he said. "Therefore, everyone can get a fair and fair purchase opportunity."

A picture of a tent tapping outside the Starbucks store to buy a cat's paw cup is circulating on the Internet.

For the brand side, online lottery sales can also be a good marketing opportunity for a broader customer base. In addition, the online queue is generally longer, which is 7 to 10 days, which will be more conducive to brand exposure.

One example is that the new year style sold on the front line by Vans is 38% more than the new year style launched last year. "If you don't draw lots, it will be sold out very fast, and it will be sold out in about 1 second. Although the burst of instantaneous traffic will be very large, the traffic consumption will be great. " Cheng Cheng said.

However, not all brands have the same marketing input as queuing time, so Tmall is also preparing to develop a simplified lottery tool. "For example, half an hour ahead of time will be available for sale in half an hour, and this version has not been developed yet. But Tmall clothing will step up its efforts to do that. Cheng Cheng said.

It is worth noting that online draw has its advantages of convenience and fairness compared with the "one second sold out" hand wars, but so far the waiting period is still long. Compared with offline sales, the number of online participants is more, and the probability of buying may decrease. Author: Jia Lin Wei