For example, these two posters highlight the double 11 episodes through the dynamic falling of brand items and the design of the brand wall respectively. The products are rich, and there are burning 50% off words, together with a strong sense of promotion, to stimulate the desire to shop. The 10-year design looks a bit outdated and old-fashioned now, but the overall series of creative strategies successfully reflects the Taobao mall’s full range of categories, big brands, and powerful promotions. It also incorporates interesting and fashionable elements. psychology. 2011: Price Marketing Form: Low-price competition with multiple e-commerce platforms Taobao (including Tmall) turnover: 3.36 billion.
Double 11 in 2011 was quite chaotic, and around November 1st, e-commerce platforms such as Taobao, JD.com, Suning.com, and Dangdang launched various low-price strategies. Loss Bulk SMS Service promotion. For example, Suning.com opened a book channel and launched the "0 yuan for 72 hours of book sales" campaign, which triggered JD.com and Dangdang to follow suit and cut prices. On the same day, Dangdang launched a promotion of "200 for books over 100, with a maximum return of 400", while JD.com put up a large-scale promotional advertisement on "100 best-selling classics, tears to the bottom, 40% off" on the book channel. E-commerce platforms have obtained a large amount of traffic through "pathological" marketing competition, and consumers have also gained a lot of advantages. However, behind the huge sales volume, the price of "rising first and then falling" is tricky, the courier is in a predicament, and the scalpers sweep the goods and impact the e-commerce platform and other problems. 2012: Online to.
Offline Form: Offline merchants join the Double 11 event through the O2O model Taobao (including Tmall) turnover: 19.1 billion In the "Double 11" in 2012, the application of O2O (Online to Offline) model has been widely cited. Well-known merchants in automobiles, insurance and wealth management also joined the "Double 11" for the first time through the O2O model. For example, the auto industry launched the O2O full-price sales model. More than 100,000 people booked test drives online, and then experienced offline experience in more than 400 4S stores across the country. The 4S store with the highest turnover on the day sold 18.2 million yuan, and the cumulative sales volume was 18.2 million yuan. out of 350 cars. Kai-Fu Lee said at the time that O2O will change