In recent years, with China's continuous promotion of Internet infrastructure construction and continuous improvement of Internet security system, China's Internet economy has achieved rapid development. At the same time, with the continuous expansion of online shopping users and the continuous increase of online shopping transaction volume, more and more enterprises have joined the field of e-commerce, and the competition of e-commerce platforms has become increasingly fierce. Among many e-commerce platforms, Taobao Mall has become the largest online retail platform in the world. In the eight years since the establishment of "Double Eleven", the turnover of Taobao has increased from 5? 20 16 years 2 million yuan to 1? 0.27 billion yuan, showing a blowout growth, sales coverage of 235 countries and regions, creating countless marketing myths. In this shopping spree, Taobao's marketing strategy played a vital role.
Analysis of Taobao's "Double Eleven" Marketing Strategy
(A) prior marketing strategy.
1, overwhelming advertising.
The advertisements in the early stage of the activity include hard advertisements and soft advertisements. Hard and wide refers to all kinds of publicity pictures and slogans on major websites, subway stations, bus stations and waiting rooms in major cities, as well as all kinds of advertising videos on TV and video websites. SoftWide mainly uses social networking sites such as WeChat and Weibo to promote public opinion, such as the promoted "Double Eleven" purchase strategy, "Double Eleven" shopping list and other related soft articles. Taobao will also discuss the topic of "Double Eleven" in major forums. According to the data obtained from Nielsen, an independent third-party market research organization, Tmall's "Double Eleven" event was held in Weibo from1October 311October 4 1 13:59 * * 24 hours. 250? 535 times. In addition, it also includes the revision of Taobao's own page and the promotion information released by various stores in advance. The core of pre-advertising is to grasp the consumer psychology, that is, to get a lot of discounts, so that the concept of "Double Eleven" shopping cost-effective is deeply rooted in the hearts of the people, so that consumers realize that it is profitable, thus improving the attention and participation of "Double Eleven".
2. Distribute a large number of red envelopes in advance and carry out red envelope grabbing activities.
The activity of grabbing red envelopes is an important part of Taobao's "Double Eleven" marketing strategy, and it is also a highlight. Taobao's "Double Eleven" red envelope snapping first appeared on 20 12. At that time, the types of red envelopes were relatively single, mainly including the following two types: the first type was that all digital home appliances of Tmall accumulated red envelopes on the day of11. The second is the double eleven recharge to rob cash-filled red envelopes. If the consumer recharges 150 yuan at Taobao, he can rob 50 yuan to charge cash-filled red envelopes, and recharge 300 yuan to rob 150 yuan to charge cash-filled red envelopes. The time for recharging and robbing cash-filled red envelopes is 1 1.05 to 1 1.00. During the event, Taobao sent out 400,000 cash-filled red envelopes at most. Taobao's "Double Eleven" red envelope grabbing activity not only satisfies people's profit-seeking psychology, but also is quite interesting. Therefore, the activities of grabbing red envelopes are carefully designed in Taobao's annual "Double Eleven" promotion, and the momentum is getting bigger and bigger. This kind of promotion gives consumers a psychological hint that "red envelopes are also a kind of loss", which improves consumers' attention and participation in "Double Eleven".
3. Hold the Tmall "Double Eleven" party.
Taobao piloted Tmall's "Double Eleven" party for the first time on 20 15, which not only won audience and attention, but also created a new TV program-TV Shopping Party. The communication strategy of "e-commerce+TV+network" made Taobao's "Double Eleven" detonate the national focus. According to the data released by Kuyun, a third-party ratings monitoring company, Tmall Double1Carnival Night, broadcast live by Hunan Satellite TV 20 15 in Beijing Water Cube, has a market share as high as 28.386%, ranking first among all programs broadcast at the same time in China. Such high ratings have brought about the interaction of millions of viewers. The number of new users registered is more than 20 times that of usual, and the transaction volume of 3 1 minute has reached1900 million, which is equivalent to the transaction volume of 20 12 years. In 20 16, "Tmall Double 1 1 Carnival Night" became another hot spot attracting worldwide attention. The party gathered the world's major cultural and sports stars, including Beckham, Kobe, Mueller, Scarlett, Eason Chan and Tony Leung Chiu Wai, and gained unprecedented attention. At the same time, in Weibo's topic list, its topic of the same name is at the forefront of the hot search list and the general topic list, and it ranks as the ratings champion that night without any suspense.
The marketing strategy in the activity is 1, which is snapped up by time.
Because Taobao's "Double Eleven" activity will last all day, in order to prevent consumers from snapping up low-priced goods at the first time of the activity, Taobao has taken a snap-up activity in different periods. On the one hand, consumers will not miss snapping up low-priced goods, on the other hand, they will continue to maintain their shopping enthusiasm, enhance their participation and maintain the popularity of the "Double Eleven" activities.
2. Update sales information and broadcast sales data live.
Update the "Double Eleven" information in real time through Weibo, WeChat and other media, expand the influence of the event, and make people feel nervous about shopping time. As far as Taobao's "Double Eleven" report is concerned, its focus is on analyzing relevant data and paying attention to time and transaction volume. Especially in the first few hours of the Double Eleven, and pay attention to the comparison with the data of the previous year. The approximate form is "The latest data shows that this year (20 16), it took only 55 seconds for Taobao's" Double Eleven "transaction volume to exceed 10 billion yuan. After 6 minutes and 58 seconds, the transaction volume exceeded10 billion. Last year, Alibaba 12 minutes and 28 seconds broke10 billion. " The news report on Taobao's "Double Eleven" is not only a positive publicity for itself, but also can arouse the curiosity of consumers who have not yet participated in the event, so that they can blindly follow and join in the fun, thus expanding the influence of the event and the participation of consumers.
3. Carry out a series of interesting activities.
The setting of interesting activities is usually the hour, and the price is always the sensitive point for consumers to buy. By setting up activities such as "one-yuan spike" in every hour, consumers' purchasing enthusiasm is constantly mobilized and the activity atmosphere is maintained. In addition to setting up activities on time, Taobao will also set up related activities such as "grabbing red envelopes and catching cats" at several special time points. These activities can make consumers take some advantages, and at the same time, they have greatly promoted Taobao's "Double Eleven" activities, so they are favored by everyone. It can be said that, to a large extent, the fun of these activities pushed the atmosphere of Taobao's "Double Eleven" to a climax.
The marketing strategy in the later stage of the activity is 1, and the preferential activities continue to be promoted.
After the event, a series of discounts continued to be promoted, mainly aimed at these consumers who haven't had time to buy during the event, so that they can still enjoy the discount. For merchants, this activity can also enable them to reprocess their inventory and formulate new measures to increase sales. The launch of this activity will also extend the influence of Taobao's "Double Eleven", which is conducive to the next holding of Taobao's "Double Eleven" activity.
2. Constantly hype and build momentum.
After Taobao's "Double Eleven" ended, social networking sites such as Taobao Forum and Weibo launched discussions on related topics to encourage consumers to expose their snapping results during the activities. The development of this activity has created public opinion for Taobao's "Double Eleven". On the one hand, the act of drying orders proves the authenticity of the discount activities during Taobao's "Double Eleven" period, on the other hand, it also makes the influence of the activities continue to be deeply rooted in the hearts of the people.
Problems in Taobao's "Double Eleven" Marketing
Information bombing leads to user fatigue.
With the increasing sales of Taobao's "Double Eleven", more and more e-commerce platforms have joined the "Shopping Carnival", which makes the competition of 165438+ 10/01day more and more fierce. The promotion before "Double Eleven" is particularly important for Taobao website. As a result, the propaganda methods of mass SMS and spam SMS have intensified. Dozens of promotional messages every day will disturb the normal life of consumers and cause their dissatisfaction. Too frequent dissemination and bombing of promotional information will make consumers feel physically and mentally exhausted, and they will have dissatisfaction and resistance to Taobao's "Double Eleven" activities, which is also not conducive to the word-of-mouth communication of Taobao's "Double Eleven" activities.
The network system is imperfect and the user experience is declining.
During the zero-point spike, many consumers will encounter problems such as website congestion. This makes some consumers even unable to enter the homepage of the website, which seriously affects consumers' shopping mood and reduces consumers' shopping expectations. After the consumer places an order, the system will show that the customer is busy and queuing, which will generally lead to the consumer's inability to pay. When the payment page finally returns to normal and can be used, the consumer's order will be cancelled because it takes too long to place an order and has timed out. Faced with this situation, consumers have no choice but to place an order again, and the result can only be queued for processing by the system. This example of "empty joy" caused by unsatisfactory payment after placing an order is more common during Taobao's "Double Eleven" period. The failure of "second kill" and the appearance of website congestion will reduce the user experience of consumers.
False sales violate the promise to consumers.
During the "Double Eleven" period of Taobao, all merchants will carry out various promotional activities, but consumers will find that some promotional activities do not seem as good as the merchants say during the purchase process. Although many merchants will play slogans such as "broken price" in the "Double Eleven", consumers find that the prices of many commodities are not as cheap as advertised by merchants, and even some merchants raise the original price of commodities to a certain extent, hiding and deceiving consumers in price. The slogan of Taobao's "Double Eleven" campaign is "Free Mail at Half Price", but some sellers refused to participate in the event. Taobao's "Double Eleven" has always been based on low prices. However, in the face of fierce competition, many businesses will continue to reduce the price of goods. As a result, vicious competition leads to product quality can not be guaranteed, which is inconsistent with consumers' expectations, making consumers feel cheated and disappointed.
Logistics congestion leads to lower consumer satisfaction.
Taobao's "Double Eleven" logistics congestion problem has been criticized by consumers. With the increasing transaction volume of Taobao during the "Double Eleven" period, the order volume of goods is a huge data. For example, the number of express delivery in 20 16 years exceeds 10 billion pieces. Faced with such a huge number of express delivery, the logistics pressure has increased unprecedentedly. Logistics companies are overloaded or even paralyzed, and some logistics companies stop recruiting parts because they are overwhelmed. The system will automatically confirm the receipt of the goods 10 day after the delivery of the goods, which leads to the buyer's default praise and rejection of the goods, causing strong dissatisfaction among consumers, reducing the consumption experience and customer satisfaction during the shopping festival, thus inhibiting consumers' shopping enthusiasm during the "Double Eleven" period.
Countermeasures for Taobao's "Double Eleven" Marketing Problems
Make information dissemination more targeted.
Taobao's "Double Eleven" promotional information is spread and bombed too frequently, which will make consumers feel physically and mentally exhausted. To this end, Taobao should set correct publicity themes, adopt more targeted communication methods and innovate communication modes. The topic of publicity should be selected and set in combination with the hot spots that the society is most concerned about and the events that the audience is most concerned about. The topic selection should be characterized by novelty, timeliness and importance. And we must grasp the interests and preferences of consumers in a targeted manner. In the choice of promotional information dissemination methods, Taobao should choose more effective and direct ways to disseminate promotional information according to different information audiences, pay attention to personalized communication, and improve consumer loyalty. For example, for older consumers, Taobao can choose SMS to promote information, while for younger consumers, Taobao can put more targeted advertisements on some emerging social forums such as Weibo and WeChat. In short, Taobao's "Double Eleven" should avoid the spamming of information and the uncontrolled sending of short messages, otherwise consumers will have a rebellious attitude towards Taobao's "Double Eleven".
Optimize the system platform.
During the "Double Eleven" period, the centralized purchase and payment demand of Taobao put forward great requirements for the payment system. Although Taobao has made some improvements in recent years, the Taobao platform system still needs to be optimized and improved in the face of the increasing purchase scale year by year. In the early period of "Double Eleven", Taobao should sort out and analyze the relevant information and data such as browsing, collection, adding shopping carts and attention during the warm-up period of consumers, and then estimate the number of users participating in the "Double Eleven" activities and the sales situation, and make a series of emergency plans and measures on this basis. In addition, it is necessary to design a more detailed product information webpage, optimize the payment process and platform, and improve the shopping fluency and shopping experience of consumers during the "Double Eleven" period. Taobao 20 14 began to promote the "pre-sale" link, which played a great role in alleviating the pressure on the system. Taobao's "Double Eleven" pre-sale means that consumers pay the deposit in advance and then pay the final payment on the day of "Double Eleven". In the first few minutes of Taobao's "Double Eleven", a large number of transactions will occur at the same time. Pre-sale can disperse the order time and reduce the peak pressure of the system.
Protect the legitimate rights and interests of consumers.
The problem of false sales during the "Double Eleven" period of Taobao has been criticized, and the dishonesty of merchants in discounts and product prices has damaged the rights and interests of consumers. In this regard, Taobao should advocate protecting the legitimate rights and interests of consumers in the online shopping process. In the past few years, although Taobao has taken related activities such as "counterfeiting", the phenomenon of false sales still exists. Therefore, Taobao should continue to carry out "anti-counterfeiting" activities, comprehensively crack down on counterfeit and shoddy products that may appear in the Taobao market, and resolutely safeguard the legitimate rights and interests of consumers. Therefore, in the future development, Taobao should formulate relevant standards to restrain the behavior of e-commerce, make it formulate appropriate promotional discounts, and pay attention to the supervision of e-commerce, ensure the authenticity of discount publicity and improve the integrity of merchants.
Improve the efficiency of logistics distribution.
The massive orders of Taobao's "Double Eleven" put tremendous pressure on logistics. Therefore, on the basis of the current "rookie" network, how to meet the efficient requirements of consumers in logistics is an important problem that Taobao needs to solve. First, Taobao should strengthen cooperation with warehousing and logistics companies and express delivery companies, and formulate logistics emergency plans suitable for the "Double Eleven" period. Second, Taobao should pay attention to the application of big data technology, continuously mine data, strengthen the enjoyment of data information such as orders, and realize the scale of logistics and distribution. During the "Double Eleven" period, Taobao will also reach relevant agreements with the transportation department to escort the distribution of goods.