8亿彩在线下载

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8亿彩在线下载
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双十一11年,从误解到不解
(2391)
双十一11年,从误解到不解
(2391)

8亿彩在线下载congshuzishanglaikan,jinniandeshuangshiyiyijiufengkuang。

8亿彩在线下载muqianyijinggongbudechengjikeyikandao,tianmaojiaoyiechao1000yiyuanyongshi1xiaoshi03fen59miao,jiaozhiqiansuoduan;jingdongzi11yue1rilingshizhi11yue11rilingshi,pingtaileijidexiadanedadao1313yiyuan;suningyigouzebiaoshi:“1fenzhong,suningjiadian3cpo10yi。”


双11-1


双11-2

双11-3

jibiangejiaweilechengjidangenghaokan,douzai“huashu”zhongxiazulegongfu,danbukefouren,kanqilaiyijingjinru“pingjingqi”deshuangshiyi,yijiuredubujian。

huoxu,zugouderedu,shiweileyingjieyige“lunhui”。jinnianshishuangshiyidedi11nian,yeshishuangshiyidedizaozhezhangyongjierenmayunchengweialibabadongshijuzhuxidediyinian。

8亿彩在线下载wuluncongnagejiaodulaikan,douyiyibufan。


kaishiyourenhuainianshuangshiyizuichudeyangzi。neiyiniandexiaoyaoziweile“shengcun”chuangzaolezheigejieri,yongjiandancubaodebanjiayouhuidaxiangletaobaoshangcheng(hougaimingtianmaoshangcheng)depinpaishengliang,congerdaidonglezhenggepingtaidexiaoliangpansheng,dianshangzhijiande“zaojiere”yezhengshiyuanyuci。

ershizhijinri,shuangshiyiyoushimeineimemingxianle,yuelaiyuefuzadeguizezaixiaomozheyonghudehaogandu,aoyeqianggouderenyuelaiyueshao,gedapingtaideyingzhibiaojijintianhuaban,guanyu“erxuanyi”dezhenglunyeyishijianshenxiaochenshang。


双11-4

对于各大平台来说,愈发需要用数据之外的东西来赢得热度,比如晚会、比如直播、比如营销法则……  回顾这11年,双十一面临的问题越来越多,从最初被外界误解,到成为一个全民狂欢的促销节日,再到为平台之间的混战提供了核心战场。
愈发让人不解的除了复杂的优惠规则,还有持续飙升的营销数字。


迎合“屌丝”文化的上海精英
有人说,如今的双十一,已经不仅仅是一个节日,更像是阿里的灵魂。 而张勇,就是10年前的那个一发入魂者。 他在去年的双十一十周年晚会上这样强调:“十年前我们是为了求生存,为了活下去,造了个‘双十一’,没想到一下子搞大了……”这种带点自谦又自豪的口吻被网友再次纳入“大佬金句库”,与马云的“悔创阿里”摆在了一起。 但事实上,张勇的话不无道理,2009年的第一个双十一之前,阿里的状况不太好。 与天气一样寒冷的,是彼时的资本市场和电商环境。这一年,阿里巴巴的B2B业务尚未从港交所完成私有化,刚刚上市一年股价即跌破4港元,市值跌超90%,马云从山里闭关三天出来之后,发了一封内部信,主题是“坚守过冬”。 当时被外界称为“阿里接班人”的2号老将孙彤宇启动了“大淘宝”战略,全情扑进了C2C业务。刚刚履职一年的张勇便接手了首次独立运营的B2C业务——淘宝商城,也就是现在的天猫商城。 双十一,无疑是张勇在阿里的成名之战。 没有预售、没有返券,只有简单粗暴的全场五折。这个据传广告预算只有一万元、仅有27家品牌商参加的促销活动,用“光棍节”的概念一下切中了彼时盛行的“屌丝文化”靶心,创造了5200万元的成交额。


双11-5

8亿彩在线下载houlaidezhangyongliaoqixuanzezheiyitiandezuoweihuodongshijiandeyuanyin,jinjinshiyundanfengqingdichengchuyuzuiposudemude:rangxiaofeizhejizhu“taobaoshangcheng”。“zheiyitianchuzaishiyiheshengdanjiezhijian,shiyigelixiangdecuxiaoshijiandian。”

danwushuhoujizhezaifupanshi,douhuirenweizhenzhengcuchengshuangshiyishouzhangaojiededian,zaiyu“guanggunjie”。zheigezuinengdaibiao“diaosiwenhua”degainian,cuchengleshuangshiyidechenggong。

“zaizheixieweimiaodeyujingli,xixinderenbunankanchuwenhuadechayi。yexuwomenkeyixiangxiang,neixiezicheng‘diaosi’derenyexugenbenbusuan‘gerennenglibuzu’deshibaizhe,tamenyexuhuodehenhao,shenzhihuodebiwomendouyaozirun。”

ziwojiangge,shi“diaosi”wuqi,budannengziwei,haifangbianjingong。


shanghaijingyingnanzhangyongshenancidao,dudonglediaosixintai,bingzaidiaosishenshangdachengshouzhangaojie。“dabufenjintiankanlaichenggongdesuoweicelvejuece,changchangbansuizheourandebeidongxuanze,zhibuguoshijuecezhe、zhixingzhedefenyongxiangqianbale。”

wulunshichuyuzhudongxuanzehaishibeidongxuanze,zheizhongziwojianggedeshouduanzongnengzaishangyehuanjingzhongdedaoyanzheng。

8亿彩在线下载yongyoujingyingbiaoqiandeshanghaizuidongzheizhong“jiangge”dailaidejiazhi。congzhangyongdaohuangzheng,congtaobaodaopinduoduo,cong“jiangge”dao“xiachen”,wuyiliwaidechenggong。

jihukeyiduanding,“shuangshiyi”weitaobaoshangcheng(tianmao),shenzhishialibabadekuangbenmingxianglediyiqiang,suihoucaiyouleyingxiangzhenggehulianwangjingjidedianshangdachao。


质疑、误解,双十一的核心战场

8亿彩在线下载danzhongsuozhouzhideshi,shuangshiyicongmomowuwendaowanzhongzhumu,lijiebushao。

zhei11nianzhong“baole”dechulexiaoliang,haiyoucangchu、wuliu,shangjiadedayinji,hebukanfuzhongdefuwuqi。

2010nian11yue11ri,shuangshiyidiernian,zhifubaotuanduishoucichengya,lingdiangangguoyewuliangjiupanshengzhipingshizuigaozhidesanbei,julidangtianhaiyou30miaojiuyaojieshushi,hexinzhangwuxitongjingbaoshengxiangqi,tuanduixijuxingdizaijulishujukubengkuijinyu4miaodeqingkuangxiawanjiuleshuangshiyidemingyun。

8亿彩在线下载qianduanzhifubeibaozhule,quemeiyoubaozhuhouduancangchu。dangnianshuangshiyixiaoshouebaofazengzhangdebeihou,yinglaileguoneidianshangwuliushishangdediyicibaocang。

2011nian11yue11ri,duogeshangjiadepenmodayinjiyouyugongzuofuheguozhongchanshengziran。chucizhiwai,“ranbao”dehaiyoutianmaoyongyudapingmuzhiboshujudetouyingyi。

8亿彩在线下载yiweiheishiyouyougu,shifenhongchubianchenghui。


guoduhuobaodejieguoshiyinglejiaoyiliang,queshulekoubei。shuangshiyidangtianxiadanniandicaidaohuo,maijiayuwuliuxianghutuixiezeren,pinpaifangyouyubeihuobuzujiangxianxiaqudaodehuoyuannahuixianshangxiaoshou,yanzhongyingxianggouwutiyan。

8亿彩在线下载jiazhishenxiaochenshangde“xianshenghoujiang”dejiagetaolu、chanpinzhiliangcanchabuqi、yisijiahuo……zaiwaijiekanlai,tianmaozheichumingwei“shuangshiyi”derejujianjianbianwei“naoju”,beishouzhiyi。

8亿彩在线下载duishouchencikexianqihunzhan,bishi,dangdang、weipinhui、fankechengpin、jumeiyoupin、jingdongshangcheng、guomei、suningdengjieshihunzhandezhulijun。congshuangshiyi,dao6·18、8·18,dianshangxingqizaojiere,gejiadoushitukaipizhuchangyingzhan。


双11-6

双11-7

2012nian,beichengweidianshangshishangzuicanliedejiagezhandaxiang。4yue,suningyigou、guomeiqixiakubawang、dangdangdengdianshangpingtaixianhoutuichuyouhuihuodong;618jingdongdianqingri,zhuduodianshangpingtaixuanzegenjin,shitujujijingdong;8yue,jingdongjituanchuangshirenliuqiangdongyiweibodemoshixuanbuzaidajiadianlingyuxiangguomeisuningxuanzhan,guomeisuningsuijiyingzhan,biaoshijiagezhihuibijingdonggengdi,zheibeichengweidianshangshishangde815zhizhan。jingciyiyi,dianshangxinwanjiasuningyigouliuliangzhangfuda706%,guomeizhangfudadaole463%,erjingdongyeyou132%degaozhangfu。


从那一年开始,双十一成为了各大电商平台“秀肌肉”的主战场。

数字不断被刷新,营销口号直戳对方命门,为了维护战果,天猫甚至注册了“双十一”商标,一时间各家陷入营销口径的混乱之中。

2015nian11yue11rilingdian12fen28miao,tianmaoshangchengchengjiaoeyijingchaoguo100yi。ercishicike,dabufenrenshenzhihaimeiyoushuachugouwucheyemian,beihoutaiyiju“aiyouwei,beijibaola”detishixinxisuotiaoxin。

xiangbi2010niande“bao”,zheiyiniande“bao”duoleyisiyingxiaocengmiande“zuoxiu”weidao。

2017nian,jingdongshoucigongbushuangshiyijiaoyie——1000yiyuan。

2018nian,heimapinduoduodenglunasidake,shangshihoushoufencaibaoxianshi2qyingshoutongbizengzhang2489%。

8亿彩在线下载rujinfankeyisi,jumeiyoupingujiabaodie,weipinhuigangaxiachen,dangdangshituyikaolaobanhelaobanniangzhijiandesibidazhanerzhonghuidazhongshiye,shiliqiangjingdejingdongyinliuqiangdong“xingqinmen”yuanqidashang,fandaoshichenglibujiudepinduoduoshizhixunsuchaoguojingdong,weiliedisi。


双十一,抑或说各类促销节开始进入“猫拼狗”时代。

erxinshidaideduikanggengbuque“jingcai”,suizheweirao“erxuanyi”de“dongmaoan”yuyanyulie,jinnian9yue26ri,weipinhui、pinduoduoyouzaitongyirixiangbeijinggaoyuandijiaoshenqing,qingqiuyiwuduliqingqiuquandisanrenshenfenjiarususong。

yishijian,hunzhanzaiqi。


“高数”营销法则之后,电商走向十字路口

8亿彩在线下载danbukefourendeshi,tianmaojirouyoucun。congdiyinian,daodishinian,qianzhedeshuangshiyijiaoyiefanle2321bei。

gaozengzhangshihaowuyiwende,dansuizheshuangshiyizoudaodi11geniantou,tianmao,yihuoshuozhenggealifangfobeijiashangleyiliangfeichidemache,chulekuangbenhebeishuaixiachechedidiaodui,sihuzhaobudaoyigerangrenshushidezhongjianzhi。

8亿彩在线下载jieriyidanchengweiwanzhongzhumudechuantong,bianhennanlengquexialai。suoyijibianalihennanzaizheigejierizhongzhaodaoyigexinde、lingrenxingfendeliangdian,hennanzaiweiyonghutigonggengxinying、gengshihuidecuxiaofangshi,yeyaojixujiangzuidadexuanchuanshengliangrangdujizheige“jieri”。


因为和销售额一同飙升的,还有用户的期待值

8亿彩在线下载cong0.52yiyuan,dao33.6yiyuan、350yiyuan,zaidaoquniande2135yiyuan,shuziyidanbiaoshengjiurongbudexiajiang。

8亿彩在线下载neiyouliuliang、gmvdetianhuaban,waiyoujingdong、pinduoduo、suningdengyoushangqunlanghuansi,alibudebujianjianzhengshizheifenriyituxiandeweijigan。bansuijiaoyiezhunianpanshengde,shizengzhanglvdewenbuxiahua,cong2016niankaishijiupitaijinxian,zengzhanglvcongqianyiniande59.7%ruijianzhi32.3%,2017nianzheixiangshuzixiaofuhuishengzhi39.4%。

yushi,zaiquniandeshuangshiyizhanbaozhong,alibudebuduishujudetongjifangshizuochudiaozheng。

8亿彩在线下载2135yiyuandegmvbeihou,shixianshanghexianxia、haiwaiyudixianshichangdequanpanbingru,chuletianmao、taobao、feizhu、koubei、sumaitongdeng,alihaishoucijiangqixiadongnanyazuidazaixiangouwupingtailazadadechengjiaoebingruqizhong。

eryishidaobeishuzi“bangjia”demayunyeyizaiqiangdiao:“shuangshiyibuzaishiyigexiaoshoushuzi,xiwangnenggoutongguoshuangshiyituidongquanzhongguogegexingyedejinbu。”

meitishenzhizaijinniandacurilailinzhiqian,jiutiqiandashangle“benjieshuangshiyi,wangdiaogmv”debiaoti,shitujinyiburuohuashuzizaizheiyitiandangzhongdezhongyaoxing。

8亿彩在线下载gaixieshuzibeihoudegushi,keyiwendingtouzirenheyeneirendezhiyi,danxiangjiaozhixiagengnanwendingde,shiyonghuduiyushuangshiyideqidai。

bulunzheifenqidaiguogaohaishiguodi,duiyualilaishuodoubushiyijianrongyideshiqing。

shishishangsuizheshuangshiyidepinpaixiaoyingbuduankuoda,guoneidiyicuxiaorixuyaochengdandeyaliyebuxiao,hendayibufenyonghudexiaofeixiguankaishigaibian,“dunhuo”qudailerichangxiaofei。

“weishengzhi、weishengjin、neiyidengrichangxiaohaopindouhuifangzaishuangshiyizheiyitianlaidun,yiniandunyici,yiciguanyinian。”

yixishengxiaofeipinciweidaijiadecuxiao,xianranbushitianmaodengdianshangpingtailejiande。

8亿彩在线下载yushi,zhinengyongyuelaiyuefanzadeguizezhanjuyonghudeshijianchengben,tishengyouhuimenjian。zheiyeshiweishenmeshuangshiyizhunianbeitucaoguizesi“gaoshu”,danyiranyuelaiyuefuzadeyuanyin。



双11-8


zhizhijinnianyufafuzadegaidalou、jimiaobidengzhulimoshi,rangyonghuchanshenglegengdadebujiehebuman,yushou、dingjin、gouwuquan、jintie、miaosha、hongbao、manjian、miandan…… “yiduncaozuomengruhu,zuihoushengleliangmaowu。”yonghujiaokubudie。

“yiqianwanfayouyuzhi,zhulidaoduoshaojiujieshule,fengxianxiao、jinglixiaohaoshao。zheicibutongle,beizhulicishuwuxianzhi,zhuliquezhineng6ci,yaoxiangying,6ciyuanyuanbugou。zenmeban?chazhijiushiyaomeshualaipianzhu,yaomejiuquwajuexinyonghuqianligu。erqienihaibunengting,yinweisuishiyoukenengbeifanpan,yushirenrendoushahongyan。” zheitiaobeizhihudingshangrebangqianshidehuida,yidingchengdushangfanyingleyonghuduiyucicijiduanfuzawanfadewunai。 “wojiuxiangzhidaoweishenmeyidingyaonongzheimeduoluanqibazaodeguize,xiangzuichuneiyangzhijiedazhebuhaoma?” dangranbuhao,yinweishuangshiyizoudaodishiyigeniantou,qixuyaochengdandezuoyongzaojiuhediyinianbutongle。 guanfangqiaqiaxuyaoyongjiageqishilaishaixuanyonghu,rangyouqiandepenggeqianchang,meiqiandepenggeren(liuliang)chang,suoyouyonghuyiwangdajin。 dangliuliangkongjianpanshengzhitianhuaban,pingtaiwuxinkela,baoliuyidianyonghude“wujie”he“bujie”,laiwajuecunliangyonghudexiaofeizheshengyu,huoxucaishishuyudianshangpingtaidezhengjie。 shuangshiyizouxiangdi11nian,zhengruyigexiangzhengqibenmingde“lunhui”zhongxinkaiqi,jiaoyie、yuehuoliangqueshizaiwukongjiandeyipansheng,wulunpingtaishifouxuanzetuchuzheibufenshuju,shuangshiyijinruxiabanchang,doubuzaijinjinzhiyushuju。

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