11.11NEW MEDIA PROMOTION

CHEN Zeyun, DU Yushan, GAO Qingwen, LI Siyao

http://v.youku.com/v_show/id_XMTM4MTY5MDIzMg==.html?from=s1.8-1-1.2

http://www.iqiyi.com/v_19rrkpjb4g.html#vfrm=2-3-0-1

Part 1The origin and the change of

“11.11”

Singles day Online shopping carnival

what happen?!!

a student traditioncelebrated at various universities in Nanjing in the mid-1990s

one of the widely-accepted story :it emerged from the dorms of Nanjing University in 1993 when four single male students got together to discuss how to break free of the loneliness of single life. One suggested that because of the ones in the date, November 11 would be a good day on which to organize activities for singles.

The main way to celebrate Singles Day

Let’s go Dutchsingle party:

have dinner with your single friends

1999

2000

1999

2003

2005

2009

In the first few years of the 21st century,because of the appearing of the social media below , providing people with sharing platforms.the majority of Chinese Internet users has known about this singles day

12 potential online shopping consumer

celebrate the single day

young people

someone found out the businness opportunitiy,and finally changed the single day totally.

The one came up with the idea of"double eleventh ,shopping online"was not Mayun,but was this guy: Zhang Yong

The CEO of Alibaba.In 2009,he is the CFO of “Taobao Mall”

B2C:need more attention

MA YUN(Jack Ma)

Zhang Yong(Daniel)

2009: The birth year of “11.11” Alibaba: the only ecommerce companyBrand:27Sale:50 millionJack Jones:highest store sales record 5 million

The online shopping carnival on Taobao/ Tmall

2010

brand:711sale:930milliom

2011 2012 2013 2014

sale:5.2billion

sale:19.1biliionTianmao:13.2billionTaomao:5.9billion

sale:35billion

sale:57.1billion

The outbreak year of “11.11": 2012

the sale number:3.5 times the number of 2011

Other companies like JD had noticed the potential of double 11 and decided to follow .

help the double 11 become a pen and social carnival

After 2011,Taobao abandon using "Single day"to make promotionNovember 11 became a day just for online shopping

New media like weibo (2009) and wechat (2011) also play a important role during the changing of "double 11 "

2013,Tianmao started to cooperate with weiboDuring the“11.11",weibo was full of soft advertising about Tmall.

2014,Jingdong started to cooperate with wechat, together with 38 brands to make advertisements on wechat

Conclusion:1.Network culture help to build and shape the “11.11",making it become a social festival.

2.New media become the main channel for the competition between electricity companies

This year ,how did these companies take use of the new media to promote the sale and what wonder will be created ??

Part 2E-business marketing: Using different new media

New Media Marketing>>>

>>New Media Marketing is the development of strategies and practices to help organizations better reach and engage online audiences. It is most effectively marketed by internet-driven technology such as blogs, RSS, videos, podcasts and social networking platforms.

How to do it?

Please obey to the new media communication rules!

1)show up frequently, create sense of presence.

2)attract readers by creative copywriting and posters;

3)attract readers by creating topics of conversation;(eg. Ms Milky Tea)

4)take advantage of opinion leaders on the Internet

Which one do we use?New Media platform: Weibo/Wechat/Mobile Apps/Website/QR Code…

·Weibo:Create promotion posts.Promoted by public figures

·Wechat:Post articles about the “11.11” on their own pages.

Wechat: The Use of QR code

Try to Scan it~

Mobile Apps:Using attractive page designs to tell messages.

Part 3 E-Business Fights

Fight!

Alibaba:Tmall, Suning (苏宁 )

Tencent：JD (京东 ), Wechat

Round 1 – the Cat and the Dog

On Nov 3, JD reported to the government that Alibaba Group had monopoly action. They pointed that during the “Double 11” period, Alibaba forced sellers to choose one platform.

On Nov 4, Alibaba spokesman replied:We respect the real-name reporting. But the chicken real-name reported the duck today, as they think the duck monopolized the lake. “我们尊重实名举报，但今天是鸡实名举报了鸭，说鸭垄断了湖面。”

Weibo + Alipay

On Oct 17, JD and Tencent launched a new strategic cooperation project - JD-Tencent Project. They will work together and create a new business platform – Brand-Commerce (品商 ).

Wechat + Weibo

AL Ries: Positioning – The Battle for your mind

You must have the ability to think reverse, to go against the grain.“Me-too” products fail because the emphasis is on “better” rather than on “speed”.

Round 2: Suning PK JD

Stop Lying Series

Price War Suning Delivery Team’s Provocation

Suning Mobilization Meeting

Dog Beat Stick Series

Master and Apprentice Series

Hostess Series

JD Strike Back

Dialect Series

Part 4Pros and Cons

of New Media Marketing

cost-saving

rapid exposure for products

enhance interaction

meet different demands

Pros

Consvery time consuming

Vulgar advertising copies

the risk of negative comments

Advantages

free social media sites to access, create a profile and post information

free resources online. If your content is creative enough, the users will consciously spread information to others for free.

Cost-saving

reach a big audience because of its rapid exposure for products

The viral nature of social media means that each person who reads your posts has the capability to spread the news farther within his own network, so information can reach a large number of people in a short time.

Rapid exposure for productsAdvantages

Enhance interactioninteraction between companies and customerscompanies can take their constructive criticism and use

it to enhance their productsbroader spreading scope and faster spreading speedbuild brand loyalty and raise awareness

Advantages

Meet different demands

Take into consideration that consumers have personalized needs

provide individualized products

traditional media could not provide such services

Advantages

Disadvantages Time consuming

monitor comments and respond to questions

information is only visible for a short time before newer posts replace it, so companies also need to come up with creative ideas constantly.

The key point of new media marketing is to attract attention, and some of the advertising copies tend to be vulgar.

It is an effective way to catch people’s eye, but it will harm brand reputation and Internet culture when reaching the bottom of law and morality.

Vulgar advertising copies Disadvantages

Risk of negative comments

Fans and followers are free to post their comments on these platforms, exposing companies to the possibility of negative publicity.

Bad news and even rumors can go viral as easily as good news and can do irreparable harm.

Disadvantages

NONE of the platforms will help companies gain customers without an investment of time and effort.

Business should ensure that they can provide the attention and frequent communication needed to embrace social media effectively.

Stick to the underlying principles of law and morality.

Considerations

HAPPY 11.11 ~