walking in the Dongdan, Jianguomen metro transfer channel, on both sides of the red "double 11" so many people stop advertising. The right hand left hand Jingdong, Tmall posture seems to emphasize the "double 11" menacing. Beijing Daily reporter learned exclusively, Jingdong and Tmall will be in the CCTV gold (1325.40, 1.70, 0.13%) time put in huge advertising, and advertising time adjacent. Someone joked that "Tmall and Jingdong from not so near". Behind the ads on the wind, the two electricity supplier oligopoly model and business model innovation in the marketing of the competition.
Beijing Chinese commercial news reporters interviewed found that the Beijing subway station in Dongdan, Jianguomen station transfer channel, Jingdong, Tmall ads appear in pairs. According to a person familiar with the matter, from the beginning of next Monday to November 10th, during the prime time of the 1 sets of CCTV weather forecasts and focus interviews, Tmall and Jingdong advertising will be close to play. Although the person did not disclose the price of the ad, but the Beijing Business Daily reporter inquiry CCTV tender information learned that the amount of two advertising investment may be the level of tens of millions of dollars. But this figure has not been confirmed by Jingdong and Tmall. Although the marketing link out of the pair, but in fact, Jingdong and Tmall on the double 11 ideas are not the same.
Jingdong vice president Xu Lei said, "double 11" as the business day, bring the flow should not be overlooked, even if you do not do what, the site traffic will rise about 30%, so we will "double 11" in the fourth quarter of the marketing to consider, and by 16 days try to make the activity curve smoothing, reduce the business, supply chain and logistics pressure." Data show that the first day of the 11 double sales promotion in Jingdong (October 28th), the company’s traffic has increased by 30%.
Tmall public relations department, the person in charge of Yan Qiao will double 11 as a test, hoping to stimulate the growth of exposed problems and solve. "Every year, double 11 is a stress test."
Tmall and Jingdong are hoping to double 11 opportunity to explore new marketing models and business models. For example, the Jingdong upgraded the membership system in Japan, "double 11" will become a testing ground for affiliate marketing Jingdong. Tmall is hoping that the double 11 test the water O2O shopping and cycle purchase and other new models.