This document discusses the origins and evolution of Singles Day (11/11) in China and how it transformed into a major online shopping event. It traces how Singles Day began as a student tradition in the 1990s and spread online in the 2000s. In 2009, Alibaba's CEO had the idea to promote it as a day for online deals. New media like Weibo and Wechat helped popularize it, and sales grew rapidly each year. The document also examines how companies like Alibaba, JD, and Suning use new media marketing around 11/11, including strategies on Weibo, Wechat, and apps. Finally, it outlines pros and cons of new media marketing, such as low costs but time

1. 11.11
NEW MEDIA PROMOTION
CHEN Zeyun, DU Yushan, GAO Qingwen, LI Siyao

2. http://v.youku.com/v_show/id_XMTM4MTY5MDIzMg==.html?from=s1.8-1-1.2
http://www.iqiyi.com/v_19rrkpjb4g.html#vfrm=2-3-0-1

3. Part 1
The origin and the change of
“11.11”

4. Singles day Online shopping carnival
what happen?!!

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

11. The online shopping carnival on Taobao/ Tmall
2010
brand:711
sale:930milliom
2011 2012 2013 2014
sale:5.2billion
sale:19.1biliion
Tianmao:13.2billion
Taomao:5.9billion
sale:35billion
sale:57.1billion

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

13. After 2011,Taobao abandon
using "Single day"to make
promotion
November 11 became a day just
for online shopping

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 ??

16. Part 2
E-business marketing:
Using different
new media

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.

19. 2)attract readers by creative copywriting and posters;

20. 3)attract readers by
creating topics of
conversation;
(eg. Ms Milky Tea)
4)take advantage of opinion
leaders on the Internet

21. Which one do we use?
New Media platform:
Weibo/Wechat/Mobile Apps/Website/QR Code…
·Weibo:
Create promotion posts.
Promoted by public figures

22. ·Wechat:
Post articles about the “11.11” on their own pages.

23. Wechat: The Use of QR code
Try to
Scan it~

24. Mobile Apps:
Using attractive page designs to tell messages.

25. Part 3
E-Business Fights

26. Fight!
Alibaba:
Tmall,
Suning ( 苏宁 )
Tencent ：
JD ( 京东 ),
Wechat

27. Round 1 – the Cat and the Dog

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。”

29. Weibo + Alipay

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”.

32. Round 2: Suning PK JD

33. Stop Lying Series

34. Price War
Suning Delivery Team’s
Provocation

35. Suning Mobilization Meeting

36. Dog Beat Stick Series

37. Master and Apprentice Series

38. Hostess Series

39. JD Strike Back

40. Dialect Series

41. Part 4
Pros and Cons
of New Media Marketing

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. Advantages
 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 productsAdvantages

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
Advantages

46. Meet different demands
Take into
consideration that
consumers have
personalized needs
provide
individualized
products
 traditional media
could not provide
such services
Advantages

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 Internet
culture when reaching the
bottom of law and morality.
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 the platforms will help companies gain customers
without an investment of time and effort.
Business should ensure that they can provide the attention
and frequent communication needed to embrace social
media effectively.
Stick to the underlying principles of law and morality.
Considerations

51. HAPPY 11.11
~