' The annual, not to be scattered, see also ' Double 11 '.
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Since its birth, the double 11 has become the major e-commerce to fight the main position, and this year ushered in the 10-year-old birthday of the double 11 more solemn. It is understood that Ali continued to play an ecological advantage, its Taobao, Tmall, idle fish, flying pigs, Youku and other comprehensive participation, online and offline linkage, the whole area of entertainment coverage.
At the same time, Ali also borrowed from a lot of ' e-commerce + social ' mode, launched ' Double 11 partners ' play, consumers as long as the use of Alibaba's app or participate in offline consumption, you can accumulate energy value, in exchange for Tmall shopping red envelopes, invite friends to participate in team PK, more can win empty shopping Cart award. Jingdong said not to play routines, directly let. 9 major themed days and 7 events are available online.
In addition to the basic benefits, but also launched a second kill, God coupons, full reduction, shopping and other various play, as well as for specific groups of exclusive rights. Suning easy to buy for the ' Double 11 ' implementation is the offline first strategy, the country nearly 9,000 stores took the lead in the ' Double 11 ', through the different industry linkage, scene interaction, SVIP exclusive experience and other ways to let consumers.
In the core play, Suning easy to buy out of the pure e-commerce model, launched ' A major activity, three core subsidies, 1 million + customer reception scene to provide, 10 products free service ', the full detonation of ' double 11 ' war. Overall, the subsidy, the direct reduction, remains the mainstream of the campaign.
And together with the offline brand business, large-scale through the ecosystem of online and offline resources, is the above platform this year ' Double 11 ' joint initiative. The three comparison, Ali's biggest advantage lies in data, relying on Taobao, Tmall and Alipay to obtain mass consumer data, through data analysis to form User portrait, guide business model innovation; Jingdong's advantage lies in logistics, around its self-built logistics network strategic layout, through the transformation of the supply chain to upgrade to improve efficiency;
Suning's core advantage lies in the whole scene of the sales channels, the line and the next scene fusion, covering the majority of users of consumer scenarios, to meet the diversified needs of consumers, improve the user experience.
So who is likely to be the biggest winner?
Ali's chances seem to be greater.
This year, Ali is more than 20 apps Qingchao, which is this year's ' Double 11 ' the biggest difference. Ant Gold, Alibaba Cloud, Ali Mom, rookie respectively to provide financial technology, cloud computing, digital advertising, logistics network as infrastructure services; Tmall, Taobao, Tmall International, poly cost-effective, rural Taobao, Alibaba.com, Lazada, Aliexpress, Box Hema, big run hair , Suning easy to buy, Yintai, incredibly home, retail general provisions to provide business services for domestic and foreign markets; flying pig, hungry? Word of mouth, high-gold map, Amoy tickets to provide local life and travel services; Youku Tudou, UC, barley nets, shrimp music, Ali games, Ali Pictures, Ali Sports, Ali Health, etc. provide recreational health services
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What does that mean?
In the electronic Commerce Trading Technology National Engineering Laboratory researcher Zhao Zhenying, e-commerce enterprises and entities to open up behind, to the consumer opening many ports intended to operate users, retail transactions, commodity sales and other consumer data can provide the basis for business marketing, prompting users and merchants in the system of continuous flow rather than loss. For example, barley Web users watched a movie and got a 11 coupon for a day cat.
As a result, the day cat got the flow of barley net, and barley net to get the day cat preferential subsidy resources.
But in fact, the system of resource exchange is only a representation, Ali's real motive is to understand a user's full-dimensional requirements information. Imagine a three-tier city middle-aged male, love to buy 0.03 mm condom, love to listen to She song, resident mid-range hotel ...
So, does his life just need to be ' fresh '? Perhaps soon after, the Tmall will push him for a dandruff shampoo promotional information.
As Li Yongjian, director of the Institute of Finance and Strategy of the Chinese Academy of Social Sciences, said, when e-commerce is able to obtain massive amounts of user data online and offline during the ' double 11 ' period, it will create more accurate and comprehensive user portraits, resulting in more accurate data and smoother traffic across multiple channels. Today's double 11 is not only the symbol of preferential promotion, but also the major e-commerce platform ' training ground '.