Just after the 3Q incident, the Internet field had not been calm for a few days. As everyone focused on the listing of Dangdang and Youku, Jingdong Lao Liu finally couldn't bear the loneliness and wanted to shift the focus to him. He first proposed a company like Dangdang. Netizen Li Guoqing also waited for JD.com to go public and invited his first girlfriend to celebrate. As soon as Dangdang.com went public, it launched a new round of book price websites. Let’s not talk about this for the time being. Let’s first take a look at what has happened to JD.com in recent years. What can we learn from this.
Jingdong Mall developed rapidly in 2009, which led to the "speed gate" shortcomings. There were all complaints online. In fact, it was exposed a long time ago, and the user experience has been repeatedly questioned.
When "Speedgate" first occurred, JD.com internally circulated the news that it had raised a huge amount of funds to alleviate social concerns. As soon as the news came out, it triggered widespread media coverage across the country. The target was successfully transferred, and the plan was a wonderful way to divert the tiger away from the mountain.
On May 19, 2010, JD.com CEO Liu Qiangdong proposed "giving up users who cannot place orders online and are unwilling to go downstairs to pick up the goods." This is JD.com's famous recruitment policy. Although Liu Qiangdong later posted a blog post for JD.com "Not delivering goods upstairs" is embarrassing, but the marketing communication effect has been achieved. At least it has expressed a point of view to the public. There are too many people coming to JD.com to buy things, so they can give up customers. Until now, no company can say that it dares to do so. Abandon customers.
It is said that Jingdong Mall has begun to "rent" the platform. In fact, Jingdong's platform has not really been opened up yet, but Vanke's advertisements have been placed on Jingdong Mall. This has attracted a lot of media attention and curiosity. Peers and industries have begun to cooperate, which is relatively new. Marketing methods, perhaps advertising will become one of the most important marketing revenues for B2C websites in the future.
The issue of renovating the door was sparked by an article published by Labor Daily reporter Wang Xiaoye on November 15. The media reported: "Mr. Yu from Shanghai purchased an Acer laptop from JD.com on August 12 this year. On the day of the incident, Mr. Yu discovered that the machine had signs of being used. The serial number of the machine's battery was different from that of the machine. There were obvious signs of disassembly in the battery box. There were a large number of pornographic and violent photos and videos on the computer's hard drive. Mr. Yu judged that he had spent time with the machine. The laptop I bought for more than 4,000 yuan may be a second-hand refurbished machine." Jingdong Mall refused to admit it. As a result, an ordinary consumer claim was pushed to the forefront by the media and became a hot topic. JD.com, Acer, Mr. Yu, and reporter Wang Xiaoye all plausibly claimed that they were innocent. Until now, except for a war of words, nothing has come of it. Industry insiders suspect that it is most likely a farce directed and staged by JD.com.
After the price station was Dangdang.com, Liu Qiangdong frequently interacted with netizens on Weibo. He first said that he would learn from Dangdang’s Li Guoqing, and when JD.com went public, he invited his first girlfriend to celebrate, and then he competed with Dangdang CEO Li Guoqing. Jingdong Mall has launched a book war against Dangdang.com. Members of Jingdong Iron Brand and above can enjoy an additional 20% discount in addition to Jingdong’s discounts. Although Liu Qiangdong said that JD.com’s move was not to put pressure on Dangdang.com, there is no doubt that JD.com hopes to intervene strongly in the book market through this series of actions. The price reduction of books attracts customers, and customers not only buy books after coming to the website , this is a strategy that kills two birds with one stone (save millions in advertising fees and still make money), but it is a pity that Gome and Su Ding are mortal enemies. This time, because JD.com and Dangdang are fighting a price war on books, Gome and Suning are in an emergency Follow the trend and pull JD.com into the 3C price station (the mantis stalks the cicada and the oriole is behind), forming a three-strong battle against JD.com, which puts pressure on JD.com; don’t make too many enemies (the security guards of the 3Q station also make too many enemies), or in other words There must be a period of time, because no company has the energy to fight several market wars at the same time. We should learn more from Comrade Qin Shihuang. It’s just that Jingdong’s marketing goal is to ensure the continuity of marketing plans, because it is in time for the holidays (Christmas and New Year’s Day) ) has no choice but to join the fight.
When faced with the top three banning JD.com, JD.com CEO Liu Qiangdong published a blog post saying: "In fact, why not put energy into improving internal operations and improving customer satisfaction instead of blaming and threatening competitors? Banning is essentially a kind of "Profiteering monopoly, trying to stifle competition and protect their own huge profits." In fact, this statement is debatable, but the result is a very good marketing effect. This is the "sad marketing" that Taiwan's leaders are best at, to arouse customers' attention. Sympathetic attention.
Regardless of whether it is hype, following trends, etc., user experience is still the most important. These event marketing on JD.com are more like advertising wars. JD.com has been using it since its development, and its best marketing method is price stations. Competition between merchants has a negative impact on consumers. is beneficial. Of course, the gimmick of price war can indeed bring short-term boom to website sales at a certain period of time, but as capital from all parties swarms in, how can existing B2C companies maintain long-term sustained growth and how can they adopt low-price strategies for new market entrants? Under the constant impact of the epidemic, maintaining a certain level of profitability is the real test for them. No matter what, we can always learn some good marketing methods from the development process of Jingdong Mall in recent years. Hype marketing is the shortest and fastest way for enterprise development, and the focus of hype, the smooth shift of the focus of hype, The process of hype, the results of hype, and the continuity of hype are all worth pondering.
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Thanks to Taobao Mall for your contribution