Tmall, Jingdong, shop No. 1, suning.com and Yi Xun together launched the final investment reached 1 billion yuan level marketing war.
text |CBN reporter intern reporter Lin Ruoru
"double eleven" collective carnival atmosphere, you may feel this year. Since mid October, when you turn on the TV or computer, crowded rush hour, the subway or the office elevator, brush micro-blog or circle of friends, "double eleven" business promotional advertising are 24 hours for you are besieged, not to mention the intensive day on the mobile phone message push.
double eleven after the end of the electricity supplier for the first time announced the amount of transactions and orders, but they do not want to disclose the number of marketing and advertising costs.
advertising and media services Shang Changrong (4.45, 0.06, 1.37% spread) of the monitoring data show that last year "double eleven" compared to Tmall in the television media advertising spending grew by 29%, while the growth of Jingdong reached an alarming rate of 2967%. According to the publish price to calculate, only Tmall, Jingdong and suning.com three home appliance supplier on television advertising spend about 187 million yuan.
October 15th, Tmall 60 seconds "double eleven" ads aired on CCTV advertising, using a variety of other picture meaning "double eleven", such as sticks, candles, cat tails, overalls, etc.. The first appearance of double eleven advertising not only announced the start of Tmall warm-up activities, but also opened the curtain.
then, Jingdong television advertising in October 19th landing Jiangsu TV, and from the beginning of October 28th, in the CCTV "news broadcast" and "focus", next to the Tmall advertising broadcast on CCTV morning news; suning.com, jumei.com occupy Hunan TV advertising night stalls.
but more likely to be the electricity supplier to the building advertising enthusiasm. According to a person who declined to be named, told the first financial weekly information, all electricity providers in this year’s Focus Media advertising spending 250 million yuan, accounting for the annual revenue of 1/4. Focus Media group senior vice president Ji Hairong said that efforts to put the biggest is Tmall, in the country’s more than and 20 city has put in; second is put in more than and 10 of a second tier city Jingdong, Dangdang and suning.com; Shop No. 1, Yi Xun, intime nets on the north of Guangzhou Shenzhen and other first-tier cities.
Tmall, Jingdong and several large electricity providers are to "apply" sto JCDecaux Metro advertising started in July and August this year. In Beijing Dongdan subway station and Jianguomen station in the transfer channel, Tmall and Jingdong "double eleven" advertising "face to face", "half off side is mad to buy, only this one day, the other side is not only cheap, fast time". In Shanghai, Tmall under the brand corridor in the people’s square line 1 side hall, near the No. 8 line with all the boxes and stickers, make the brand in this area, and the regional installed free.