When 618 Begins To Focus On Market Sinking And "9 Packages And 9 Packages", Where Do Sports Brands Go?

In 2019, the battle of "618" came to the most intense day, but the main theme of the battle was "sinking" and "9 pieces of 9 packets of postal service".

For the past few years, through various kinds of electricity supplier festivals, constantly moving in the electricity market. brand It is obvious that the competition situation of the "618" appears to be special because of the tilt and subsidy strategy of the major platforms this year.

The year of "sinking"

From the overall situation, compared with last year's emphasis on online and offline integration, in the third years when Tmall entered the war "618", its high-profile slogan hit the "biggest in history" slogan, while on the other side, the new generation of e-commerce was also playing a lot and using its accumulation in the sinking area to join the war group. In contrast, the Jingdong was "618" initiator and appeared to be lacking in voice.

In May 21st, Tmall's 618 chief planner, general manager of Alibaba marketing platform, announced in Hangzhou that in order to become the main battleground for the growth of brand businesses in the first half of the year, the scale of Tmall's 618 investment this year is the same as that of double 11. It will be the 618 largest Carnival in history.

In the most important way, this year, Tmall 618 will rely on Juhuasuan to exert its strength to assemble the group to create the largest scale of "ten million explosions and call groups" in the history. Within 18 days, Juhuasuan will produce 10 "tens of millions of explosive groups" and 100 "million explosive groups" after 10 a.m., with 100 yuan per passenger price, equivalent to 10 "100 thousand people" each day, producing 100 "10000 people" groups every day.

Tmall stressed that all the products that participated in the "million explosive group" must be the burst money in the brand explosion, and the price ensured the bottom line of the breakdown industry. "Once a single target is reached, consumers can not only grab the lowest price of the whole network, but all the call players will be able to divide up millions of cash envelopes every night and have more chances to win the exemption."

In addition, in the 18 consecutive days from June 1st to June 18th, Tmall will invest 300 million cash in cash package and over 100 billion shopping subsidies, and drive Taobao's 11 marketing platforms to participate fully.

From Tmall's new user data in 2018, it is easy to understand why Juhuasuan became the most valuable marketing platform for Taobao and Tmall in 618 this year.

Alibaba's earnings data show that over the past two years, the number of active buyers of Taobao Tmall has accelerated. By the end of 2018, Taobao's mobile monthly active users increased by 120 million over the previous year, reaching about 700 million. In the three months from July 2018 to September, 80% of the new users came from three or four cities and villages.

"In fact, it represents our performance in the whole year of 2018. That is to say, 120 million of the new users are not from cities, but from Taobao. Jiang Fan, President of Tmall, said in March this year's "2019 China quality economy economic Festival" intermediary, "Taobao's user growth in the low level area is only one year's growth in the number of population in China's first tier cities and key new tier cities."

Earnings data reflect a clear fact that "sinking" has become one of the most important keywords of Alibaba.

In contrast, Jingdong has more value for the social business model in the rise of the sinking market.

In the past few years, Jingdong has been trying new business based on social gameplay. Especially after having the super entry of WeChat's 1 billion level active users, Jingdong constantly layout and excavate the value of WeChat social channels. In the past year, acquiring new users through splicing and purchasing has become one of the most important ways of Jingdong.

During this year's Jingdong 618, Jingdong focused on the use of social fission marketing methods, launched more than 60 new ways of playing, and constructed a social marketing system consisting of "buy and play + social magic cube + shopping circle". According to the needs of brand different business types, it provided over 25 differentiated user growth plans, such as 1V1 customization, drainage artifact, high efficiency voucher, fun game, content marketing and other service packages.

From the data point of view, on the day of Jingdong's "national shopping day" in May 24th, more than ten thousand businesses distributed hundreds of millions of welfare awards under the social Rubik's cube, accounting for over 83% of fission traffic.

In recent years, with the backdrop of traffic dividends and the increasingly fierce competition of major platforms, with the improvement of the mobile Internet infrastructure, consumers of electricity suppliers are rapidly infiltrating into low level cities. The sinking market represented by the three or four lines has become the new blue ocean of the current Internet bonus. With the precedent of many red exploits, users of the three or four tier cities have naturally become the core of Tmall 618 this year.

Juhuasuan and many spells

As the platform for Ali's main push this year, Juhuasuan's importance in the sinking market is self-evident. Since its inception, Juhuasuan has been famous for its strong consumer appeal. There have been hundreds of thousands of people, millions of people and tens of millions of people who have been buying the same explosions several times. They have created the largest number of single products, millions of spanactions and explosions in the whole network. According to Tmall officials, in 2018, "618" period, Juhuasuan created tens of millions of explosions, there are 66.

In March this year, Alibaba launched Juhuasuan's comprehensive recovery plan. On Taobao mobile, Juhuasuan's position is placed in the first place of the "six Palace", and Ali's other two marketing platforms, such as rush shopping and daily sale, are also integrated with Juhuasuan.

In the sports brand, the domestic brand PEAK has actively tried this year's 618 Juhuasuan's game. By coordinating the activities of customer service live broadcast, the new PEAK 1.0PLUS sales volume has grown, and has become the most popular brand merchandise, with a monthly sales volume of 92 thousand pairs.

On the day of June 18th, foreign brands Nike also joined Juhuasuan, among which the two basic men were hot goods. Gym shoes More than 10 thousand pieces were sold.

"China's online retail and consumption development has reached a new stage. Juhuasuan wants to make consumers in low tier cities, counties and rural areas have a better consumption experience and enjoy the same quality life as urban population. And Juhuasuan's new mission is to meet the new needs of consumers in the pursuit of quality and economy, while improving the efficiency of the supply side, creating huge new opportunities for Taobao Tmall businesses. Jiang Fan said Juhuasuan is the core driving force of Tmall 618. Through this year's Juhuasuan new customer program, their goal is to bring 300 million new users to brand businesses during the 618 period.

In addition, in the recent market report released by QuestMobile, we can see that the consumption growth rate of the sinking market has been higher than that of the second tier cities for many years. The average consumption expenditure on the line has approached. Because the average online consumption capacity of the three and below urban users is slightly lower than that of the one or two tier cities, it is very sensitive to price factors.

The strategy of "tens of millions of explosive groups" has also triggered a huge appeal in the sinking market. Before the start of Tmall 618 this year, Juhuasuan's "tens of millions of explosive groups" became the most popular official activity of Tmall 618, with an average daily consultation volume of more than 2000 brands, attracting tens of thousands of brand merchants to queue up in one week.

Apart from not much involvement in Juhuasuan, the situation on many platforms seems to illustrate the embarrassing position of sports brands in this wave of channel sinking.

In a lot of sports brand sales area, you can see the "361 degrees shop 71% off", "Nike low to 29% off" this eye-catching recommendation, however, point in will find that this is not the official promotion of the brand, but only a lot of internal lines. Sportswear The individual behavior of the distributor. As a matter of fact, there are no well-known sports brands and official cooperation with many platforms.

Despite this, many of them have become one of the important online platforms with their neglecting bulk and powerful sinking market appeal.

During the 618 period of this year, a lot of joint brand partners jointly subsidized 10 billion cash, and made substantial profits for the 10000 products with the highest heat in the whole network. In many ways, the team is on standby for 24 hours, ensuring that each item is the lowest price in the whole channel in both horizontal and vertical directions.

A lot of data show that in June 5th, more than 618 published "tens of billions of subsidies" to promote the phased data: as at 5 o'clock on the morning of 11, the platform commodity trading volume has exceeded 300 million orders, of which nearly 70% from the three line and below three cities. Since its opening up, the number of subscribers accumulated over 5 subscribers has reached 12 million.

Such a huge market is still a virgin land for most sports brands.

The embarrassment of sports brand: the "outsider" of self strengthening

Under the big theme of channel sinking, what is the overall performance of sports brand this year 618?

As of today (June 18th), Alibaba announced the latest 618 Tmall data show that the brand into the "billion club" more than 100 brands, and more than 100 domestic and foreign cards traded more than last year's "double 11". Officials say Tmall 618 has reached the "double 11" level. In the sports brand, Nike first pulled the top, followed by Adidas. In the domestic brand, PEAK used Juhuasuan's performance to show a dark horse trend.

Although it did not rely much on this year's Juhuasuan and the help of "tens of millions of explosive groups", according to official Tmall data, as of 1 a.m. in June 1, 2019, 9 brands sold hundreds of millions of dollars in one hour, including two sports brands. Nike and Adidas still earned 4 billion and 53 minutes' worth of billions of dollars with great popularity.

The momentum of catching up in the field of domestic goods is strong, and many "billion club" players have emerged.

In April of this year, Huili launched a new "Hui goose" in advance. During the 618 period, the sail was designed with the inspiration of "wild goose South flying". Cloth shoes Launched a brand new color, driven sales growth of more than 100% over the year after breaking billion.

Lining, through cooperation with Tmall big data, found that the target population of the tide shoes is men aged 18 to 30 years old. fashion Also love Chinese culture, launched the Counterflow- retrospective series. Basketball shoes And opened the "China Lining" special orientation before 618. Trend The official flagship store of the crowd.

Up to now, the trend series is still the most popular hot money of Lining, and its sales are booming after the explosive growth.

However, the high gloss performance of these brands is more from their own, in fact, did not get in the current 618 of the overall tide of how much platform traffic slant and cash subsidies. For most sports brands, because they can not achieve similar super price of 9.9 yuan and 19.9 yuan as most commodities and food categories of "tens of millions of explosive groups", it is also very difficult to cater to the sinking market on the basis of their own prices, so it is more like an outsider in this year's 618.

From the point of view of the brand itself, under the environment of channel sinking, those famous sports brands are unwilling to - and can not really - put down their sports shoes and compete with the sports shoes which are as low as a dozen yuan or more, and fight in the market below four lines.

On the other hand, despite the 123 line market, sports brands are still focusing on low price discounts and large discount business strategies, but with the passing of dividends and the market becoming rational, it is no longer effective to rely on low prices alone. How to cooperate with the sales of 618 such carnivals in the new market situation and create greater benefits has become a new problem in front of sports brands.