5. a student tradition
celebrated at
various universities
in Nanjing
in the mid-1990s
one of the widely-accepted story :
it emerged from the dorms of
Nanjing University in 1993 when four
single male students got together to
discuss how to break free of the
loneliness of single life. One
suggested that because of the ones
in the date, November 11 would be a
good day on which to organize
activities for singles.
6. The main way to celebrate
Singles Day
Let’s go Dutchsingle party:
have dinner with your single friends
7. 1999
2000
1999
2003
2005
2009
In the first few years of the 21st century,because of the appearing of
the social media below , providing people with sharing platforms.
the majority of Chinese Internet
users has known about this
singles day
8. 1
2 potential online shopping consumer
celebrate the single day
young people
someone found out the businness
opportunitiy,and finally changed the single
day totally.
9. The one came up with the idea
of"double eleventh ,shopping
online"was not Mayun,but was
this guy:
Zhang Yong
The CEO of Alibaba.
In 2009,he is the CFO
of “Taobao Mall”
B2C:need more attention
MA YUN(Jack Ma)
Zhang Yong(Daniel)
10. 2009: The birth year of “11.11”
Alibaba: the only ecommerce company
Brand:27
Sale:50 million
Jack Jones:highest store sales record
5 million
12. The outbreak year of
“11.11": 2012
the sale number:3.5 times
the number of 2011
Other companies like JD
had noticed the potential
of double 11 and decided
to follow .
help the double 11 become a
pen and social carnival
14. New media like weibo (2009) and wechat (2011) also play a
important role during the changing of "double 11 "
2013,Tianmao started to cooperate with
weibo
During the“11.11",weibo was full of soft
advertising about Tmall.
2014,Jingdong started to cooperate
with wechat, together with 38 brands
to make advertisements on wechat
15. Conclusion:
1.Network culture help to build and shape the
“11.11",making it become a social festival.
2.New media become the main channel for the
competition between electricity companies
This year ,how did these
companies take use of the
new media to promote
the sale and what wonder
will be created ??
17. New Media Marketing>>>
>>New Media Marketing is the
development of strategies and
practices to help organizations better
reach and engage online audiences. It
is most effectively marketed by
internet-driven technology such as
blogs, RSS, videos, podcasts and social
networking platforms.
18. How to do it?
Please obey to the new media communication rules!
1)show up frequently, create sense of presence.
28. On Nov 3, JD reported to the
government that Alibaba Group had
monopoly action. They pointed that
during the “Double 11” period, Alibaba
forced sellers to choose one platform.
On Nov 4, Alibaba spokesman replied:
We respect the real-name reporting.
But the chicken real-name reported
the duck today, as they think the duck
monopolized the lake.
“ 我们尊重实名举报,但今天是鸡实
名举报了鸭,说鸭垄断了湖面。”
30. On Oct 17, JD and Tencent launched a
new strategic cooperation project - JD-
Tencent Project. They will work together
and create a new business platform –
Brand-Commerce ( 品商 ).
Wechat + Weibo
31. AL Ries: Positioning – The Battle for your mind
You must have the ability to think reverse, to go
against the grain.
“Me-too” products fail because the emphasis is
on “better” rather than on “speed”.
42. cost-saving
rapid exposure for products
enhance interaction
meet different demands
Pros
Cons
very time
consuming
Vulgar advertising
copies
the risk of negative
comments
43. Advantage
s
free social media sites to
access, create a profile and
post information
free resources online. If your
content is creative enough, the
users will consciously spread
information to others for free.
Cost-saving
44. reach a big audience because of its rapid exposure for
products
The viral nature of social media means that each person
who reads your posts has the capability to spread the
news farther within his own network, so information
can reach a large number of people in a short time.
Rapid exposure for productsAdvantage
s
45. Enhance interaction
interaction between companies and customers
companies can take their constructive criticism and use
it to enhance their products
broader spreading scope and faster spreading speed
build brand loyalty and raise awareness
Advantage
s
46. Meet different demands
Take into
consideration that
consumers have
personalized needs
provide
individualized
products
traditional media
could not provide
such services
Advantage
s
47. Disadvantages Time consuming
monitor comments and respond to questions
information is only visible for a short time before
newer posts replace it, so companies also need to
come up with creative ideas constantly.
48. The key point of new media
marketing is to attract
attention, and some of the
advertising copies tend to be
vulgar.
It is an effective way to catch
people’s eye, but it will harm
brand reputation and network
culture.
Vulgar advertising copiesDisadvantages
49. Risk of negative comments
Fans and followers are free to post their comments
on these platforms, exposing companies to the
possibility of negative publicity.
Bad news and even rumors can go viral as easily as
good news and can do irreparable harm.
Disadvantages
50. NONE of these platforms will help companies gain customers
without an investment of time and effort.
An unattended social network page can leave a negative
impression on potential customers and cause your business
to lose fans and followers.
Businesses should ensure that they can provide the attention
and frequent communication needed to embrace social
media effectively.
Considerations
“the double elevnth ”is a festival created by internet culture. At the first time,it just a day called”the single day”,and now it becomes an online shopping carnival
No one is quite sure exactly who first thought up the singles day, but it was a student tradition in the mid-1990s.
The main way to celebrate Singles Day is to have dinner with your single friends, but it's important that each person pay their own way to show their independence. People also hold 'date' parties ,hoping to say goodbye to their single lives.
In 1990s,internet is not that popular,and the”singles”day is just popular among some universities,has not been accepted widely.these social media/SNS, providing the young college students with sharing platforms
We all know that young people is a group which tend to celebrate this day ,and the potential onlion shopping cousumer, someone find out this business opp, and finally changed this festival totally.
In 2009,he is the CFO of “taobao Mall”. Which is callde tianmao today.Taobao mall is a B2C platform launched in 2008.
At that time,B2C is a new concept and taobao mall had little recognition.
Zhangyong want to plan a activity to improve the public attention to taobao mall.11 was his lucky number,so he decide to have a half price promotion to attract the single men to shopping online on nov.11
Alibaba was the only major ecommerce company to offer a sale, and it featured just 27 brands offering discounts via its Tmall marketplace.
The sale was definitely successful,
After this year,half -price promotion become a tradiion on NOV 11 .
We can see the sale increase from nearly 1 billion in 2010 to about 57 billion in 2014
We have to say that,Double 11 has been a online shopping carnival today.
And 2012 is the outbreakyear of the "double 11",other companies like JD had noticed the potential of Double 11 promotion and decided to follow ,which made the festival become a open and social activity.
We have to notice that,Two social media help to shape the meaning of”double eleventh” at the same time,one is the weibo launched in 2009,one is the wechat launched in 2011.
The main encomerce companies like Taobao/JD all chose to cooperate with these social media.
And now social become the main channels for the competition between electricity company .how will they take good use of these new media to make promotion in this year ?