The "Double 11" war has begun in full swing, and the two e-commerce giants of Alibaba and JD have their own offense and defense around their own advantages and their home court. Alibaba recently held the Tmall "Double 11" global trend ceremony in Shanghai, inviting international fashion luxury groups such as LVMH and Estee Lauder, as well as well as well-known domestic brands such as Anta and Ordos and the Chinese designer brand platform Dongliang. After JD.com held the "Double 11" Global Good Products Festival strategy press conference a few days ago, news that Liu Qiangdong, chairman and CEO of the group, secretly met with more than a dozen home appliance giants before the war spread wildly.
This year's " Double 11 " is not only the "Double 11" that marks the anniversary of Alibaba's new retail concept, but also the first "Double 11" paving the way for the fourth retail revolution. In addition to various retail innovation elements, the competition for resources behind the promotion is also particularly fierce.
It is worth noting that unlike the "Double 11" in previous years, which focused all competition on products, this year's "Double 11" is not only a sales competition, but also a marketing competition for Alibaba and JD.com. At the "Double 11" Global Good Products Festival launch conference, JD.com and Tencent announced that they would strengthen cooperation again and jointly launch the "Jingteng Borderless Retail" solution that empowers brands. In addition, JD.com also announced a strategic cooperation with Sogou before the conference. In addition to the previous plans of Beijing X, Tencent, Toutiao, Baidu, Qihoo 360, and NetEase, JD.com has formed an alliance with several major "traffic kings" in the domestic Internet industry.
On the other hand, Tmall's investment in marketing momentum is also not inferior to last year. In addition to the " Double 11 " global fashion ceremony mentioned earlier , the 2017 Tmall "Double 11" Gala directed by David Hill, the gold medal producer of the US "Super Bowl", will be scheduled for Shanghai on November 10, and will continue to maintain the "Silicon Valley + Hollywood" style model.
At the same time, at the beginning of this year, Tmall also made a well-known brand upgrade in the past five years, upgrading from "it's enough to go to Tmall" to "ideal life on Tmall". Liu Bo, the commander-in-chief of Alibaba's " Double 11 " in 2017 , said that based on brand upgrades, the brand and marketing of the entire Tmall platform have undergone great changes, including the launch of marketing products such as Super Brand Day and Tmall Small Black Box. They are all about consumers and brand owners, trying to build better connection relationships and make more interactions.
"New e-commerce that operates user relationships is a major trend in the future industry development," said Tang Xingtong, an expert member of the China E-commerce Association, who said that in the case of a decline in the demographic dividend and a scarce source of long-term and stable traffic growth, using the social life relationship network between people can allow e-commerce platforms to obtain more traffic increments.
In this regard, JD Group CMO Xu Lei also said that empowering brands to feed back through data will help brands cope with difficulties such as weak offline growth and excessive online marketing.
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