Jingdong real name is one of the time-tested marketing strategy. October 3 evening, Jingdong official micro-channel public number "Jingdong blackboard" play Barbie Cooking Games announced that Alibaba forcing businesses in the upcoming double eleven promotional activities "alternative" to the State Administration for Industry Ali real name disturb electrical provider market order.
Prior to October 29, Jingdong blackboard Anpi had issued a platform on the part of international and domestic brand businesses pressuring it shall not participate in other platforms including Jingdong promotional activities, and there is no sign ban on Sen's flagship store .
Opened in the past three years Jingdong play a major holiday promotion, in order to achieve maximum benefits, Jingdong year after year, a second election hype, the way very similar, and played with consummate. In June 2013, to coincide with the 10th anniversary of Jingdong anniversary, due attention is not high, Kui Orioles vice president of spring when 任京东 personally stood open to the media denouncing the Lynx "alternative", with certainty, to attack opponents called 618 Great promote its own cheer.
Last year, two-11 trademark cases follow the same logic, by the initiative to the media burst Mengliao Jingdong, Ali registered "Lynx double 11" trademark, making it ready to put around the ad was forced off the shelf, but the media did not accept their victim Image secretly play marketing stuff, countered that Jingdong promotional advertising advertising law violation is offline.
So to say, a second election this year Jingdong really innovative one, the first to set an example as a closed shop process, and without naming accused Lynx forced businesses a second election, the first to test the market reaction, trying to attract media attention, and they regard surprising, but not old tricks on science and technology headlines, let Jingdong grouchy. However, Jingdong well prepared on a dual 11 overall marketing strategy, decided to replace the runway killer resorted to SAIC real name Ali resulting.
As expected Qiang East, the news shocker like the same, so that double 11 war ahead of the arrival, the media willing to report, users are willing to onlookers, and constantly refresh in my circle of friends, and even staged rolling live, whenever Ali Jingdong or the latest response, circle of friends the first time tracking reports.
From their responses, the escalation is not really push whistleblower Jingdong, but Ali. Ali analogy with poultry, said, "We respect the real name, but today is the real name of the chicken duck, duck monopolized the lake said," and this metaphor not only the rising concern about the event, and the effective transfer of the focus of the public, for two He did not choose a clear response, making Jingdong in a passive state. Thus, in order play Dora Games to alleviate the embarrassment, Jingdong had to take the initiative to disclose the latest progress report, called SAIC has accepted and handed over to Zhejiang Industrial and Commercial Bureau for further processing and investigation.
From the beginning of the planning of this farce, Liu Qiang East knew Ali would not have to report the results, but its director of SAIC drama in a supporting role. In cooperation with SAIC, passed the ball to the jurisdiction of Ali's Zhejiang Industry and Commerce Bureau, but the outcome is already doomed: a second election either non-existent or nothing. But Jingdong is not a loser, at least he won mouth battle, law enforcement agencies began to intervene in the investigation, although symbolic than practical significance.
Event just a few hours corpuscles, Business Administration, Mr Zhang Mao visited Ali and wished success message double 11, began scraper circle of friends, many onlookers are lamenting the dramatic war of words, Jingdong agreed beaten face. Jingdong Ali thought beginning with SAIC because fake tension, the drama can act as a supporting role, himself played the leading role, I did not expect to become masters in Business Administration, staged such a good show with Ali.
About Zhang Mao visited Ali, although there are two versions of the reports, but positive interactions with SAIC Ali, Jingdong sustained by the desire to make a second election speculation vain, events will soon subside, but also by the saliva Ali Free marketing himself a war.
Second Round: Shredded Suning Jingdong
Dual 11 this year is undoubtedly the most difficult year Jingdong face got hit, in addition to facing Lynx powerful offensive, but also had to deal with his agent distraction Suning challenge. October 19, Suning Sun Weimin, vice chairman of the "double 11" Lynx Beijing conference revealed that this year will launch a flat twin 11 Suning Beijing action, and named to Jingdong issued a gauntlet, the first to stir up double 11 price war, and made "as long as higher commodity Suning Jingdong, internal colleagues a briefing, two penalties, third class" commitment.
Into November, Jingdong, Suning to expand more violent offensive, first delivery fleet wandering around Jingdong headquarters, followed by another published many posters Jingdong direct shelling. One of the most striking is the "TO: certain East, if the boss is really strong, headlines why the boss."
Prior to the outside world crazy pass tea pregnant sister, plus users take tea sister Tatu photos, the night she immediately admitted pregnant, and clever two-child policy by voicing support for the mother and child Jingdong. Although Suning Jingdong provoke consideration for their own interests, but some extent, it is to say the media and the general voice of the user, causing viral circle of friends.
In fact, Liu Qiang East and tea sister love the exposure began, Jingdong on with the tea sister tightly bundled together. Whether high-profile show of affection between the two sides, arguing, or back to Suqian home, graduation photo shoot, licensing, and even marriage are firmly occupy the technology, entertainment headlines, Liu Qiang East completed the cross-border electricity supplier of the road chiefs to entertainment star. As one of the beneficiaries, Jingdong directly save a lot of advertising, public attitudes shift from fresh Oh.
So, Suning strong copywriting scraper circle of friends, drew a burst of hot. Although Jingdong rapid response: "show do not show both the proprietress, strong or not ask you home Marange" "To a Ning: lion, if hard enough, why was the cat merge", and Suning become Ali thugs Watch this fact , hoping to shift the focus of public attention from the tea sister relationship up to Suning and Ali.
From copywriting itself, Jingdong comeback seems emboldened enough; the actual propagation effect, Jingdong wishful thinking clearly not started, the momentum spread significantly weaker than Suning, Jingdong disguised acknowledged by tea and sister to win the eye, it has deepened public offensive marketing tools, Ali became the potential gainers.
Third Round: Dual 11 large PK party
As a sponsor of the double 11, Ali, 11 evolved from the success of the double home event for the retail industry event, and then upgrade to the world's major business activities. Ali CEO Zhang Yong had said, his eyes twin 11 consumer Spring Festival, "since it is the consumer's Chinese New Year, how they have to engage in a Spring Festival." Double 11 party be formed, directed by famous director Feng Xiaogang.
Since then, Ali open 11 this year double play and progress in the preparations on several occasions, but also simultaneously by the Feng play baby Hazel Games updates on double 11 evening. November 3, Feng Xiaogang to the outside world for the first time Secret this "big names" gathered to netizens "Personal Tailor" party details, from the days of cat jointly build Hunan Satellite TV, Hunan Satellite TV and through, excellent soil, mango TV broadcast to the world, attract Rain, Jolin Tsai, TFBOYS and other stars to join.
Whether or evening star lineup of play, Ali dual 11 party all Aspect full, resulting in a ticket is hard situation, while very topic and dissemination of resistance, such as Ma "invite" Obama to attend. In response, Ma also jokingly said on microblogging, "I want to find 11 double tickets for the evening many people, especially, to be honest, I have here the wood. You ask Feng there?"
For the first held dual 11 party, Ali nature has its calculations and ambitions, hopes that by the evening of the publicity effect of the influence of double 11 and Ali brand to new heights. Seeing Ali dual 11 party even better, Jingdong to be outdone, in conjunction with China good sound original cast, CCTV, Tencent video, and several small partners to build large-scale campaign song, a great and Ali under a higher meaning.
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