JD.COM, the first player to enter the game, has achieved success on September 9th. COM 9.9 Super Spike Festival has been on sale from September 1 to September 9. As can be seen from this battle report, this national promotion has exploded in all categories, and many categories such as home appliances, computer digital, mobile phones, home and fresh food have grown significantly. As the main undertakers of this second spike in promotion-JD.COM, the "over 10 billion subsidies", "super spike", "C2M (reverse customization)" and "industrial belt" are outstanding, which have become a powerful starting point for the 9.9 second spike festival in JD.COM.
The reason why the e-commerce platform values September so much is that it not only regards this node as an important warm-up match before the double 1 1, but also an excellent opportunity to practice the platform marketing empowerment tool. JD。 The COM 9.9 Super Spike Festival was fully launched, and the "warm-up match" before the double 1 1 was surging.
It has greatly promoted the debut of "Ace" with over 10 billion subsidies and "Super Seconds", as well as JD.COM. The peak firepower of the com is full.
JD.COM 9.9 Super Seconds Festival is defined as "National Promotion", and JD.COM Seconds took out a marketing IP that greatly promoted node-JD.COM's over 10 billion subsidies.
Since last year, a number of e-commerce platforms have launched the concept of "10 billion subsidies". Last year, JD.COM launched the "Super Billion Subsidy" at11,and joined forces with major brand merchants to select explosive products, so that consumers can enjoy brand-name products at low prices and feel the "extreme cost performance". Whether it's big-name mobile phones such as iPhone 1 1, or 9 90 brand-name eggs, JD.COM. COM's over 10 billion subsidies have become the "trump card IP" that has attracted much attention.
During the 9.9 Super Spike Festival in JD.COM, tens of billions of super subsidies are expected to return, and the super-subsidized explosive products launched by JD.COM Spike Co-branded merchants are welcomed by users. 1 -9, swarovski's new flower necklaces are all sold out, and the overall sales volume of the store ranks top1; The turnover of Jiuyang electric hot pot G9 1 increased by 38 times year-on-year, and the turnover of 3 minutes on the 3rd exceeded the same period of last year.
In addition, a number of big-name explosions at the venue also performed exceptionally well, bringing strong increments to brands and businesses. On the 9th, in front of Shu Tai 10 minute, the golden oak latex mattress broke a thousand pieces; 30 minutes before the butterfly dream of Xilinmen mattress, Zhong Chao sold it all day last year, up 200% year-on-year; New product explosion play4 Play4, 1 hour sales breakthrough 1 10,000 units; Oral B explosive adult couple rechargeable electric toothbrush completed all-day sales last year with 17 on the same day, driving store sales to increase by 38% year-on-year. On September 1 -9, the turnover of Panasonic smart toilet covers increased by 28 times year-on-year, and the turnover of Panasonic sanitary ware increased by 215% year-on-year; Skye's turnover increased by 70% year-on-year.
As JD.COM's "explosive machine" and a place with high traffic, JD.COM Seconds brings consumers big-name explosions, new products, domestic products and other good things with its own advantages, and at the same time feeds back the traffic dividends to merchants and brands, thus driving the growth of all categories.
JD.COM 9.9 Super Spike Festival, C2M reverse customization.
C2M has always been JD. COM's "second kill" "trump card". Relying on big data and technical capabilities, JD.COM Seconds communicates with brand merchants on diversified user needs, and carries out explosion reverse customization mode. At present, it has also formed a relatively mature business model and development capabilities. In the 9.9 JD.COM Super Spike Festival, many C2M good products that meet the needs of consumers and have high cost performance also broke out obviously.
On the 9th, the sales and turnover of customized rice in Paddy Field 10 was 30 times of the daily average in August. This kind of rice is a successful C2M product developed by JD.COM Seconds Kill Co-brand. According to the big data analysis of JD.COM Secondpass, it is found that the three major sub-categories of long-grain fragrance, rice fragrance and yellow rice fragrance account for a high proportion, which has sustained high growth and great development potential and opportunities. On the basis of the brand's original advantages in the whole industrial chain, JD.COM Seconds takes advantage of the supply chain to improve efficiency and reduce costs through certain flow and resources. Together with the brand, the spike price of customized rice 10 was reduced by 25% compared with the industry market price, and it became a single product of rice TOP 1.
Many other C2M products also performed well. The sales turnover of Yangcheng Lake hairy crabs was 15 times of the average daily turnover in August. Today, the turnover of hairy crabs in Shanxi merchants is 28 times the daily average in August; The sales volume of Deqing source eggs on the 9 th increased by 9 times compared with August; Jieliya cotton soft towel sold nearly 20 thousand pieces that day, ranking the top three in the sales category of cotton soft towel; The sales volume of 6. 18L peanut oil in Fulinmen is 1 1 times of the daily average in August.
JD.COM's C2M*** building capacity is becoming more and more mature. By reaching an understanding with the brand to build an industry benchmark, integrating brand marketing resources, and relying on the support of JD.COM category procurement and marketing, deploying marketing resources to ensure the optimization of cost and price, and combining with tripartite marketing, we will make every effort to build a new C2M industry benchmark.
Industry brings good things to be popular, and JD.COM kills to promote "double cycle"
Industries with explosive good things are also the highlight of JD.COM 9.9 Super Spike Festival. Taking live marketing as the starting point, JD.COM Secheng ploughs deep into the industrial belt to "seek the source", combining with well-known domestic industrial belts such as Zhejiang Yongkang Pot, Panjin Rice, Shandong Edible Oil, Chongqing Liwen Paper, Fujian Diapers, Shaanxi Kiwi, Zhejiang Huzhou Children's Wear and Shoes, Shenzhen Watch Belt, etc., by integrating platform logistics, warehousing, big data and other resources, it helps industrial belt merchants to develop more cost-effective explosive products, and fully meets consumers' demand for high-quality goods.
Omitting a number of intermediate links, the industry is very popular with good things. On September 5th, the sales of Shaanxi Kiwifruit Industry Belt added up to enough for a family to stutter for 200 years. High-quality and low-cost industrial products are deeply loved by users in sinking emerging markets, and consumer orders in Fujian diaper industry in third-to sixth-tier cities are as high as 67%; Up to 92% of the new users in Chongqing Liwen Paper Industry Belt come from the third to sixth line markets.
In addition to good industrial products from the country of origin, many brands have also performed well in products launched for sinking emerging markets. On the 9th, the sales volume of northeast rice specially selected by Fulinmen increased by 10 times compared with that in August, and the number of orders in third-and sixth-tier cities accounted for 65%. 999 orders for Ganmaoling from Line 3 to Line 6 accounted for 64%.
Ace marketing combination boxing goes all out to drive the development of industrial belt as a breakthrough. JD.COM 99 Super Spike Festival is dedicated to creating a good and economical shopping carnival for consumers, and at the same time, it will bring the road of recovery to brand businesses and industries, help the whole industry to accelerate its development, and contribute to the formation of a new pattern of domestic and international dual-cycle development for the national economy.