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This Saturday, China's largest online shopping festival - 'Double 11' - will be celebrated on a much larger scale than the 'Black Friday' in the United States. Soon the headlines in all major media outlets will be flooded with Alibaba. Without exception, In turn, consumer shopping spending will hit record highs (last year trading volume reached $ 17.8 billion in 24 hours.) However, this year's Singles Day, another Chinese e-commerce giant Jingdong may become a dark horse.
JD.com is the second-largest e-commerce giant in the country and used to be a well-known retailer of e-merchandise, but now JD.com's e-commerce business has expanded to cover a wide range of goods such as imported food, luxury, cosmetics and iPhones. They also formed a strong alliance with two major shareholders, Chinese Internet giant Tencent and Wal-Mart.
Mark Tanner, founder and general manager of China Skinny, a Shanghai-based marketing and research company, said: 'Jingdong has WeChat (an instant messaging application by Tencent) and Wal-Mart (the largest retailer in the world) - a very powerful combination If you ask who has the strength to defeat Alibaba, it certainly is Jingdong undoubtedly.
'Singles'
From the beginning of 2009, 'Singles' began to become an important holiday for Chinese Internet users shopping, Alibaba Group, the single person who dubbed the 'holiday' has become the people across the country online shopping interface. Alibaba has always attached great importance to double Eleven Shopping Festival, they even invited Farrell Williams and Maria Sharapova to Shanghai for television programs to boost sales, and other retailers followed suit, especially Jingdong.
Jingdong now vigorously promote the 'Singles' ad to reshape its own image, so that they look more stylish, more trend in China's famous independent communications group Yizhixian Integrated Marketing Communication Group (180China) with the help of the emergence of Jingdong advertising A group of avant-garde Superman in their 20s, who show their attitude in the Atmosphere Hall and tide shop simply put Jingdong hope to create themselves as a e-commerce platform for high-quality goods for the discerning consumer.
On the other hand, the cooperation between Jingdong and Tencent also attracted a lot of traffic from WeChat, a multi-functional instant messaging application with 963 million users, which is extremely frequently used in the Chinese market. During the 'Singles Day', wechat Social and user segment statistics can be matched with Jingdong's consumption figures to predict more accurately which people may buy which products.
Jingdong also put some interesting ads on the WeChat platform, please celebrity platform, there are also some animation ads; WeChat users click on these ads you can directly access the Jingdong outlets .Yi Nian said that they created in just six days Six ads.
On the other hand, WeChat circle of friends has also started to actively promote the marketing information of 'Singles Day'. For example, people can share a game and invite friends to help them bargain. For example, if a Panasonic blower can 'cut through to the end' Get it for free.
Jingdong said they will try their best to launch media advertisements for Weekend Marketing, including WeChat, TV and subway stations. Jipeng Meng, JD Vice President, wrote in an email: 'What we do now In fact, there are some interesting interactions with consumers. '
Rapid development
According to IResearch, JD.com gained nearly a quarter of the market in China's B2C market last year, while Alibaba's Lynx platform gained nearly 57%. McKinsey predicts that this year China's e-commerce market will grow by 19% .But Jingdong's business growth even faster: the most recent quarter, Jingdong e-commerce platform, the total sales of goods over the same period last year increased by 46 %.In addition, in June this year, The launch of the '618 Shopping Festival' also helps them gain enough market competitiveness.
In addition to the 'Singles Day' campaign this week, JD.com introduced a series of other initiatives: During US President Donald Trump's visit to China, JD.com announced that it has reached an agreement to buy $ 2 billion worth of U.S. dollars (Including beef and pork) .In New York, Jingdong also hosted a dinner for the American Designers Association and "Vogue" magazine, including "Vogue" magazine editor Anna Wintour and well-known singer Nicole Mina, etc. Celebrities are all unveiled.
Jingdong is concerned about the luxury goods and fashion industry this year, they invested 397 million US dollars on the luxury platform Farfetch, but also launched an exclusive luxury goods sales platform Toplife, to fight Alibaba.This platform brings together a large number of world-renowned luxury brands, Such as Emporio Armani, La Perla and Trussardi, etc .. In addition, Jingdong logistics staff even send luxury goods, they will help you with a white glove to open the package.