The Double 12 War Is About To Start: Taobao Defense, Jingdong Low Profile And Gome Strike.

Double 11 has just ended, and the double 12 campaign has already begun. Taobao, Jingdong and Gome online continue to fight against the Internet, making every effort to attract users to a year-end carnival.

However, according to the information collected by the author, several families

In the double 12 period of marketing strategy has been very different, in this e-commerce marketing second battlefield, the pattern has also quietly changed.

Taobao: recuperate and defend primarily

Tmall claims to build double 11 as a holiday for all businesses. In fact, double 11 has been roughly equal to Tmall by most people.

From the volume of pactions, Tmall's 57 billion 100 million yuan sales account for about 70% of the total network, which shows Tmall's position in double 11.

And the double 12 promotion Festival is really equal to all electronic business platforms, but Ali's flag.

There is no doubt that it will still be the most powerful player. Taobao 1212 universal pageant will still have a peak traffic flow under the impetus of PC terminal, mobile Taobao and many platforms and application channel resources of Ali.

Many sellers have begun to take the initiative in stocking and marketing, especially the small sellers of Taobao. At the end of the year, they can also clear the goods and understand the needs of users in the new year.

However, double 12 is not a major event for Ali to prepare for the battle. From the current situation, Taobao will participate in the shop through red packets, and mobile Taobao and other platforms will also work at the same time.

Judging from the intensity and form of Taobao 1212 shopping coupons, it is not so different from Taobao's usual shop vouchers and gold coins.

There are several characteristics of double 11, one is the price war, and the goods claim to be substantially attractive than the usual price reduction. The two is the appeal power. The double 11 has already been approximately equal to the big promotion in the user's mind. The business does not need to do too much creative marketing to attract attention. Three, it is clear stock, and most of the 11 11 items are stocked by merchants or in advance for half a year or even a year.

Double 12 is a shopping festival featuring creative marketing, a more subdivision of user groups, and a link between the past and the future.

Under such a difference, the marketing of Tmall during the double 11 period is more direct, simple and brutal purchase of traffic, and then pfer these traffic costs to sellers on Tmall.

Double 12 such play is very difficult, mainstream participants are not Tmall sellers, but Taobao small sellers, these sellers in double 11 period because there is not much marketing budget has been neglected, looking forward to double 12 can make a turnover, but there is not much marketing budget.

Ali now attaches importance to the fundamentals of B stores, and decides that it will not make great efforts to do double 12. And Ali, who is preparing for half a year of double 11, needs to recuperate.

In short, in the face of others

In the second round of the year-end offensive, can double 12 Taobao produce more beautiful pcripts this year? How to sing the leading role needs more creative marketing to achieve new breakthroughs.

Jingdong: walking on thin ice, dragonfly

Double 12 is a relatively embarrassing holiday for Jingdong.

On the one hand, Jingdong has made its 618 anniversary as its home.

In double 12, the intensity of the festival will not exceed the huge double 11 of the "promotion bonus".

The Jingdong was once very good at price war, but after the listing, under the pressure of capital, the price war has not hit much.

Compared with the 618 strong promotion and double 11 positive, double 12 Jingdong is more like walking on thin ice.

The author thinks that although Jingdong is not preparing for the double 12, it has little action at present, but it is not ready for Taobao's symbolic shop red envelopes.

Apart from releasing word games like "big wave" and "explosion", the Jingdong is also known to be pushing a mysterious cell phone with a manufacturer. Liu Qiangdong endorsed micro-blog spontaneously for endorsement.

Mysterious phones can attract a small number of eyes, but such a game is more like a point, rather than a systematic and comprehensive participation in the war.

Moreover, the Jingdong can not attract more attention than the Meizu, hammer and Ali.

Of course, if the Jingdong double 12 again released double 11 during the real estate crowd raising that kind of play, this double 12 will also have expectations.

Gome online: active marketing, emotional marketing

For Gome online, there is no marketing holiday at home.

Jingdong has 618. Tmall and double 11, Gome online have tried to create 418 festivals, 83 men's festivals and so on belong to their own festivals, but from the volume of pactions, the scale is far less than 11.

Because of this, Gome online will not give up any chance to create its own festivals, nor will it let go of any opportunity of "superior". Double 12 is a good choice.

Ali Taobao in the double 12 period is indeed the main defense, Gome online double 12 active attack is also reasonable.

In terms of tactics, Gome online made the earliest move and the marketing action was released frequently. From the point of promotion efforts, the two main appliances and 3C were good at category, and the sales promotion was no less than double 11. From the aspect of after-sale protection, the service advantages of logistics upgrading such as timing and time limit were guaranteed to ensure timely delivery and avoid the awkward phenomenon of delivery delay.

The marketing of Gome on line is the emotional marketing card, to "12.12, to love" as the main line of emotional marketing, operation and promotion of the play is also closely combined with this theme.

Although WeChat's red envelope has been rotten, but Gome online's "crowd raising love win 1212 red envelopes" still can bring forth new ideas in the way of playing. Users can get more red packets through the circle of friends raising the "love" way, the amount of red packets is up to 1212 yuan, and Tmall's voucher is more practical.

People who have friends in this way should be able to understand the effect of virus pmission, and more importantly, it will bring a sense of universal participation. Whether you order or not, you may participate in double 12.

Gome online has also entered into strategic cooperation with the upcoming movie "micro love", playing cross-border marketing.

Angelababy, Chen He and other popular celebrities are the theme of Gome online's double 12 support and the interpretation of "12.12 love".

In addition, there are special activities such as "love's first artillery," "men love change", "spicy mama love beautiful", "eat goods to love food benefits", "decisive battle Double 12" and so on, and create special activities for different groups. These activities are also closely related to the emotional mainline, and the sense of marketing rhythm is very strong.

Gome 2014 Q3 earnings report revealed that the first three quarters of Gome online pactions increased by 72.7% over the same period, of which the third quarter grew 100.8% over the same period.

At the end of the double 11 performance is also good, Gome online total paction volume increased by 620% over the same period, household appliances 3C sales increased by 560% over the same period, mobile terminal orders increased by 800%.

The growth rate is very fast, but there are many differences between Tmall and Jingdong.

Double 12, Gome online must be spelled together, this is the last chance for 2014, and the best time to attack Tmall and Jingdong.

If the battle is finished, the direct impact will be to improve Gome online business data and make Gome Q4 and 2014 earnings more beautiful.

However, there are many problems in Gome online, such as user base and Taobao on SKU.

Worthy of attention of the electricity supplier platform "double 12 effect"

If we enlarge the double 12 to more promotional festivals, we can find some interesting effects.

From time to time, each electricity supplier can set up their own shopping festival, but this node is not a good choice. After the double 11 of this stroke, double 12, 418, 618, 83 men's day and other electricity supplier festival will follow, and there will be the next double 11 in the future.

From the perspective of category, each business can form its own sales promotion category. For example, when it comes to clothing promotion, you will think of Tmall. When it comes to home appliances, you will think of Gome online or Jingdong. When it comes to car promotion, you will think of car home.

As a matter of fact, some of them are not making electricity providers, but they are also starting to make fun of "artificial Festivals". For example, a media has launched a double 12 recruitment Festival.

From the point of view of marketing, every electricity supplier can think more creative and specific ways, instead of just doing price wars and traffic wars, because this is an overdraft for the industry, so that users, businesses and industries all pay attention to price, pay attention to costs and pay attention to discounts, but ignore product quality and service itself, and it has greatly promoted the marketing cost of businesses.

Gome online's emotional marketing can help users not pay much attention to price, but also enhance user attention and brand affinity through social networking and crowd raising.

Of course, there will be more ways to play in the future.

From its own characteristics, Ali can not seize every holiday to do special resources, especially the 3C and home appliances that Gome online and Jingdong are good at. Unlike the clothing category, it is necessary to seize the double 11 such season change nodes, and double 11 users group is the main female. Double 12 can play more family cards, men's cards and student cards, which is not what Tmall is good at.

Therefore, outside the platform of the electricity providers and vertical, Ali can take the opportunity to break through.

If these extensions from the electronic business platform to the seller of electricity suppliers, the same reference.

All in all, the geomancy takes turns, and the last battle Tmall wins, the double 12 battle is not necessarily.

But if we want to win the giants, we must have differentiated strategies. We must choose the time and field that the giants are unwilling to do, do not work hard and do not have the energy to work. The double 12 marketing war of several electronic platforms is enough to explain this reason.