Are you “routing”?
文/周雄飞
The double eleven has just passed, and people who have just discovered it seem to be “routing”.
According to Zinc Finance, as of 23:59:59 on the 11th, Tmall announced that the double 11 full-day turnover has exceeded 268.4 billion yuan. At the same time, Jingdong also announced its own double 11 results, from From 0:00 on November 1 to 23:59:59 on November 11, the cumulative amount of orders for Jingdong Global Good Food Festival exceeded 204.4 billion yuan.
In addition to perennial fixed players like Tmall and JD, Suning and Pindy also announced their own data. According to the report published by Suning, on November 11th, Suning’s all-channel order volume increased by 76%, and Suning’s logistics delivery rate reached 99.6%. Although there is no specific data published, it can be seen from some data and has good results.
These figures are not only surpassing the good results of last year, but also the deep “routines” behind the fierce competition.
In fact, as early as the “double eleven” officially launched pre-sale period, the “routing” of each platform has begun.
Before, a stalk of “bad mathematics” became a hot spot in Weibo, and many people published their views on the double eleven:
The feelings of these netizens are actually not groundless, because from the beginning of this year’s double eleven pre-sales, various platforms have launched a variety of subsidies and preferential activities to attract consumers to spend.
But by participating in these subsidies and the various activities behind them, you will find that these seemingly preferential means, in fact, may be mostly one after another.
Super long warm-up: send more red envelopes, Ali finds a partner
For this year’s double eleven, many people should have a very obvious feeling: the double eleven seems to be getting longer.
From the perspective of this year’s double eleven “war situation”, all major platforms have extended the overall time span of the double eleven. Recall that only one day of shopping spree started ten years ago, and it has been extended to nearly one month now. Time, because this has added an important “routine” link – the pre-sale period.
Jingdong, the earliest pre-sales in these platforms.
On October 15th, Jingdong held the “Double Eleven” kick-off meeting, and this year’s pre-sale period was started 14 days earlier than the previous double eleven activities. Tmall and the fight are not to be outdone, and the pre-sale channel was also opened on the same day on October 21.
In the pre-sale period, consumers can use the method of paying the deposit to ensure that they can also buy the selected items at a discounted price on the day of the double eleven, in order to achieve “not only to make the user buy better, but also The goal is to buy more.” But in this unconsciously, consumers have spent more money.
Otherwise, there will be no words on the Internet: the deposit is cool, the last crematorium.
In addition to this, various platforms have also launched variousSubsidy policy, in order to “slumber” consumers to spend again.
This year’s double eleven is the eleventh year of Tmall’s struggle. In order to continue to play this “double eleven” hard battle, Tmall president and Taobao president Jiang Fan announced a few days ago: on November 11th Tmall’s official flagship store will launch the largest discount in history with 200,000 brands from around the world, which will save users at least 50 billion.
Jingdong’s “Double Eleven” countermeasures this year can be said to follow Ali’s footsteps. In terms of subsidies, JD.com has brought “super-billion subsidies, hundreds of billions of preferential treatments” to users, claiming to be a great effort in history. Let Lee come to attract users.
At the same time, JD.com also sent better quality benefits and services to their PLUS members, including enjoying 95% off brand alliance, the lowest price of 100 items in the whole year, exclusive purchase of scarce goods, and thousands of yuan shocking. Gift packages, life rights “big bang” and so on.
Tmall and JD subsidies Image from the network
Compared with Ali and JD.com, it is much simpler and more rude. It is a direct price cut. At the same time, the “price comparison” team was established on the day of the double eleven. This group is online 24 hours a day.
“If you find that the search volume of a certain product is increased, the team members will communicate with the store’s second and second, and then find the business to jointly formulate a subsidy strategy. The subsidy will be shared by the business and the business will be shared. The project leader Zong Hui disclosed this to the media.
However, it seems that these subsidies are tempting, but to get them, they have to go through a “test”. Among them are the activities launched by various platforms. In the face of this, some people are trying to fight more and more, and some people are building bricks to move bricks. Some people are lost in the complicated calculation rules of discount rules…
In the 2018 double eleven, Tmall first launched the “Double Eleven Partner Program”. Consumers can collect energy in all of Ali’s apps, and then redeem the red envelopes to divide the 1 billion red envelopes. Today’s event is very similar to last year.Also get the red envelope by doing the task.
The tasks mainly include: the whole people open the shop, upgrade to win the red envelope; cover the building challenge, win the red envelope; the final exchange date, pull people to win the red envelope; full level or comet, win the wish red envelope.
Some people spent a lot of time, looking for a grandfather to find a man to build a building, and finally found that they did not receive much money subsidies. As the netizens said, “It’s better to go to pick up the trash”
Compared to Tmall, the discounts seem to be more affordable, because they directly “send red envelopes.”
In the double eleventh period, more and more online “double 11 cash withdrawal activities”, users need to share the red envelope link to the WeChat group, and then as long as someone clicks, you can get a red envelope of 60-80 yuan. When you are excited, there is a small line at the bottom of the page, “Accumulate to 100 yuan to withdraw cash to WeChat.”
In this way, the fight will encourage you to continue to complete this sharing task. In the end, you have finally put the red envelope amount to 100 yuan, ready to happily present it, but found that it is indeed two 50 yuan. Cash coupon.
However, these two cash coupons must be used after they have reached a maximum of 1,000 yuan, and return to the “full reduction” routine.
