linkfluence china ecommerce 6.18 festival report
TRANSCRIPT
SocialMediainChina
The“6.18”EcommerceFes2val
2016StrategicResearchReport
Online shopping
fes.vals are an
integral part of
Ecommerce in
China. In addi.on
to Tmall’s “Singles
Day”, JD has also
spearheaded its
“18th June”
shopping spree.
The 6.18 Ecommerce Fes.val
ReportSummaryThisreportexplainskeyfiguresaboutthe“6.18”Ecommercefes2val,illustrateswhichEcommercecompaniesareleadingintermsofsalesandsocialmarke2ngresults,andprovidesexamplesofsocialmediatac2csusedduringtheevent.
Contents• WhichEcommerceStoresareLeading?• OverviewofMarketShare• OverviewofOnlineBuzz• ADeeperLookIntoSocialMediaTac2cs• Implica2onforBrands• HowtoGetMoreFreeReports
AboutLinkfluenceWehelpbrandsunderstandconsumers,improvedigitalperformance,trackthecompe22on,andprepareforcrisis,onglobalandlocalsocialmedia.ThisreportwasmadebytheLinkfluenceResearchteamusingRadarly,Linkfluence’sreal-2mesocialanaly2cssoYware,pullingdatafrom300Msocialnetworks,media,websites,andmobileapps.
WHICHECOMMERCEPLATFORMSARELEADINGINTERMSOFSALES?
MarketShareofLeadingEcommercePla\ormsPar2cipa2ng
In2010,JDestablishedthe6.18shoppingcampaigntocelebrateitsanniversary.
In2016,thisshoppingspreesnowballedtotop9B2CeCommerceplayersinChina,whichrepresentalion’sshareof93.8%combined.*
LeadingEcommercePla@ormsbySales
SALES
B2C Market share in Q4 2015
JD.com
Tmall
VIP.com
Suning
Gome
Dangdangwang
Yihaodian
Amazon.cn
Jumei
* Source: Analysys China B2C online sales market share of Q4 2015
5
Thisyear’s6.18campaignisabadlechampionedbythegiantsJDandTmallJDledintermsofsalesvolumegrowth2016with60%increaseinorderstoover100Munits.
SALES
6
KeyMetricson6.18Versus11.11EcommerceFes2vals
Fes2valName
6.18 11.11
FoundingCompany
Jingdong Tmall
DateFounded
1998 1997
LatestFes2valRevenues-Total
100millionordersfrom1stto18thJun2016(60%growthover2015)
Notdisclosed
LatestFes2valRevenues–Eventdayalone
Notdisclosed 91.217billionRMBon11thNov2015
Fes2valName
6.18 11.11
JDs2llleadsbutTmalliscloseintermsofmarketshare
48.6
34.1
5.8 5.2 4.81.1 0.5
44.6
39.6
5.32
7.6
0.7 0.3
49.8
40.2
2.81
4.40.8 0.7
JD Tmall Suning Gome YHD Dangdang Amazon
3C/appliances Dairy Personalcare/Beauty
Xiao Mi: Brand leader in JD and Tmall’s 6.18 2016 campaign ü No. 1 mobile phone sales volume ü No. 1 smart hardware sales volume ü No. 1 brand of smart wearables in sales volume, posi.ve
comments and search volume
Ecommerce Players’ Market Share of Actual Sales in 618 Campaign in 2016 (in %)
SALES
7
Source: Syntun (vip.com and jumei.com not monitored)
8
WHATDOCONVERSATIONSTELLUSABOUTTHE6.18ECOMMERCEEVENT?
Socialengagementpeakedbeforetheshoppingspree,notduringoraYerBuzz Trend of 618 Online Shopping Campaign in 2016 (20th May – 30th Jun)
S
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
05/01
05/04
05/07
05/10
05/13
05/16
05/19
05/22
05/25
05/28
05/31
06/03
06/06
06/09
06/12
06/15
06/18
06/21
06/24
06/27
06/30
246m
TOTALREACH
6.15b
TOTALIMPRESSIONS
93.2k
TOTALBUZZVOLUME
9
6.18
SOCIALBUZZ
Weiboiss2llthedominantpla\orm,andmostlyinlargeci2esCHARTS
Weibo led plaaorms with a slightly female skew. Beijing and large .er 2 cites were dominant ci.es.
SOCIALBUZZ
Blog:0.21% Website:4.15% Forum:17.03%Media:1.12% Weibo:77.18%
Nega2ve:0.25% Neutral:96.96% Posi2ve:2.56%
Sen2mentofPosts
GenderSplitofPublishers
Base: 71,979 buzz out of total 93,261
Females:55.63% Males:44.37%
2,696
2,371
2,088
1,753
1,308
Chengdu Beijing Shenzhen Hangzhou Wuhan
Top5Ci2esinBuzzVolume: SocialMediaPla\orms:
10
Expectedly,the“redpacket”mobilecampaigntac2cwasmostpopularCHARTS
JD’s incen.vized tac.c to share red packets was popular, as most people understood it and were willing to share with friends.
SOCIALBUZZ
JD’s 6.18 red packet party
REACHIMPRESSIONSPOSTSTOPCONVERSATIONS
2.59k 64.8k 354 //@ :
//@天猫:
…
61.9k 1.55m 463 @
#618#…
58.0k 1.45m 700 #618 #
>>>hip://t.c…
2.79k 69.8k 872 我竟然是“ ”
618@ hip://t.cn/R5x…
10.9k 274k 1.68k 我竟然是“ ”
618@ hip://t.cn/R5x…
11
Whilefan-buildingandloyaltycon2nuedtobeakeypriorityCHARTS
Tmall’s Fan’s Carnival (#Tmall618FansCarnival) on Weibo resulted in 1 billion page views and 0.57 million discussions.
SOCIALBUZZ
MOSTCOMMONLYMENTIONEDWORDS
美国(1,152) #618
(11,364) #
(777) #
(718) (790) (1,656) (734) 广州(973) 北京市 海
淀区(619) 北京(1,742) #618
(1,708) (628) 中国(3,603) 上海(986) (915) @ (1,156) #
618(1,005) @ (7,798) #
618(913)
12
ThehighestoverallsocialvisibilityresultedfromTmall’skickoffcampaignCHARTS
Tmall’s contents of 618 campaign announcement resulted in broader awareness.
SOCIALBUZZ
Impression : 38,139,332 | Reach : 1,525,573
27
#618 #
06/01/2016 @ – 38,139,332
Impression: 50,669,243 | Reach : 2,026,769
IP5
月25日14 # # 天猫618
05/25/2016 @ – 50,669,243
Impression : 50,029,928 | Reach : 2,001,197
hip://t.cn/RyyXkBT“
” [嘘]#618#
06/02/2016 @ – 50,029,928
@TopNews: #Tmall Global Fans Economy Summit and #Tmall 618 Fans Carnival are about to start
13
14
THELEADERS-JDVERSUSTMALL:Howdidtheirstrategiesdiffer?
JDandTmallemployeddifferentstrategiesCHARTS
JD focused on straight forward promo.ons and 3C products , while Tmall focused on loyalty and fashion and beauty products.
STRATEGIES
DURATION 23rd May to 20th June 2016
(29 days)
25th May to 19th June 2016 (26 days)
THEME ‘Quality Carnival’ ( ) ‘Fans Carnival’ ( )
CATEGORIES Focus on 3C products (computer, communica.on, electronics)
Focus on apparel and beauty
STRATEGY Mobile-centric and sales-driven, Easy to understand promo.ons, Prac.cal benefits
Focus on CRM and loyal users, Awareness focus with low engagement
TACTICS CEO endorsement, Celebrity endorsement, Live broadcast (Douyu
), Push for mobile shopping (coupon games on WeChat JD page ‘ 618
’, in mobile QQ mall ‘ ’)
Internet stars, Celebrity-fan engagement, New technology (Danmaku ‘ ’, H5, virtual reality), Live broadcast (Douyu
, Tmall Live ), TV (Hunan Satellite)
15
JDtargetedconsumersbytheircategoryofinterestCHARTS
JD defined 4 different product categories for consumers to plan thier purchases.
STRATEGIES
5.23-5.31 6.1-6.6 6.7-6.9 6.10-6.13 6.14-6.17 6.18-6.20
KICK OFF 3C APPLIANCE FMCG FASHION ALL
16
JDalsotargetedconsumersbylifestyleCHARTS
JD defined 8 different consumer segments to target.
STRATEGIES
JD’s618FESTIVALCONSUMERSEGMENTS:Pe2tbourgeois
Supermom/dad
/ Familyguy
Sportsfan
Artyyouth
Crea2velover
Shoppingaround
17
Tmall’sstrategyreliedonexclusivityandCRMtoretainheavyshoppersTmallusedCRMdatafromits400+millionuserstoprovideexclusivebenefitstoTmallmembersincoopera2onwith220+brands:
Loyaltypointsvalidforbothonline&offlinepurchases
Superbdealssuchastrialofproductsatpriceof1RMB
ExclusiveaccesstoofferswithextragiYsuponpurchase
STRATEGIES
18
19
FOCUSONTACTICSPART1:PromoVonsandSocialGames
JDreliedheavilyontradi2onalcouponingandpricepromo2ons
Despitenoobviouslyengagingcontentmarke2ngonWeiboorWeChat,JDSupermarketsoldover25millionproductsinlessthan24hourson18thJune,relyingmostheavilyontradi2onalsalestac2cs.
TACTICS
20
Toincreasesales,JDini2atedthe“stockbrandsupfor1yearatlowprice”campaign,withover3millionpar2cipants.
‘Cashredpackets’weresentouteverydayduringcampaignperiod.Allcouponsanddiscountsreachedover1billionRMBinvalue.
JDalsofocusedheavilyonmobile,withcampaignstarge2ngtheyoungAseriesofmobilecampaignswereintroducedonWeChat&mobileQQ,resul2nginthefollowingkeyfigures.
160%increaseofnewusersonmobileQQandWeChat
85%wereplacedviamobileshoppingchannels
72%ofmini-campaignuserswereunder29yearsold
TACTICS
21
Duetoit’slowbarriertoentry(justclicktovote),5.7millionpeoplepar2cipatedinthe“StarWars618”campaign,invi2ngfriendstovotefor17celebri2es’,whoshowoffoftheirpurchases( ).
ExampleofTwoCampaigns“Star Wars 618” and “Crazy 6 Minutes 18 Seconds”
“Crazy6mins18seconds”forsharingcouponstoget35milliondiscountcoupons.
ForPCusers,Tmall’suseofACG&Danmaku*createdextraexcitementCHARTS
More than 3 million users par.cipated in the Danmaku ac.vity.
TACTICS
22
TmallencouragedWeibouserstocreate618relevantcontentsbycomple2ngthesentencestar2ngwith:“618TmallFansCarnival…”Oncecompleted,Danmaku( )createdbyotherne2zensappearedonthePCscreen.
ThesamewouldhappenwhenWeibouserssearchedkeywordslike‘Tmall’,or‘618carnival’onPConthe31stofMayand1stofJune.
(Tmall’sparentcompany,Alibaba,isashareholderinSinaWeibo)
* ACG: Anima.on, comic & game. The ACG culture is originated from Japan. Danmaku ( , literally bullet curtain or curtain fire) is a Japanese term for "barrage”, as in a barrage of bullets.
Tmall’s“PKofPointofViews”campaigngeneratedvisibility,butfailedtoengageStar2ngMay30th,Tmallsharedatopicforuserstovoteanddebateupondaily.Tworelevantbrandswouldbefeatured.
Whilethesetopicsreceivedover10millionpageviews,thenumberofrepostsandcommentsweremerelyhundreds.
Thecampaignappearedeffec2veingenera2ngvisibilityforTmall’s618campaign,buttherewerefewclearbenefitsforpar2cipants.
TACTICS
23
ExampleTopic:MideavsLeshi
“Doyoureadapplianceownermanuals?”
“Doyoulether(yourbaby)lookatyourmobilephone?”
1,419,300viewsand732comments(.05%)
1,142,000viewsand131comments(.01%)
VS
24
FOCUSONTACTICSPART2:CelebrityandKOLEndorsement
JD’s“Superbrandsuperbirthday”used30brands&theirspokespeopleCHARTS
This campaign resulted in high awareness, with more than 16.5 million page views on Weibo.
TACTICS
25
MakeabirthdaywishonWeibo VoteonJD’swebsite
FromJune5thto20th,usersvotedfortheirfavoritecelebrityinordertogetlowpricesonflashsales.
JD’s“Superbrandsuperbirthday”used30brands&theirspokespeopleCHARTS
550,000 ne.zens voted for the top 10 most popular celebri.es.
TACTICS
26
Tang Yan, spokesperson of TCL, topped the chart of popularity by votes, while “Liile fresh meat” ( ) male celebri.es Li Yifeng, Yang Yang, and Chris Wu also ranked high in popularity.
Spokesperson Brand Votes
TangYan TCL 63,230
YangYang Ariel 61,085
ChrisWu DELL 56,399
LiYifeng OLAY 56,214
YuQuan Ninebot 55,004
JellyLin Mengniu 53,769
WallaceChung Ecovacs 52,706
LinChi-lin HelenKeller 51,944
LiuTao Maxchic 51,429
FishLeong Franic 51,336
Tmallusedcelebri2estorallyforits618campaign,allinonevideoCHARTS
Korean stars were more popular than mainland China celebri.es, especially A-list stars like Song Joong-ki and EXO.
TACTICS
27
TmallInterna2onal’scelebrityrealityshow“GoFigh2ng”andZhangYixingpaidoffZhangYixing,acorememberofKoreanbandEXO,andoneofthecelebri2esfeaturedinthisrealityshow,hadahugeimpactonthesuccessofthecampaign.
One#YixingbuybuybuypostbyZhangYixingledto220,000repostsand60,000comments.
70%ofinterac2onswereexpressionoflove,admira2on,oraffinityforZhangYixing.
1/3ofpostsmen2onedTmall,whoapparentlymadeasmartchoiceworkingwithZhang.
TACTICS
28
29
FOCUSONTACTICSPART3:LiveBroadcast
JDandDouyujoinedforcesforthe“LobsterBadleNight”campaignOnJune17th,from21:00-24:00,5hostsdemonstratedhowtocooklobsterin5differentways,resul2ngin:
5millionvideoviewsofhosts’livevideos
200,000+currentuserswatchingatpeak2me
500%growthofJDFreshGroceries’vslast618campaign
88%ofJDFreshgroceriespurchasedviamobile
TACTICS
30
JD’s5hoststookthechallengetocook,eat,anddiscusseverythingaboutfreshlobsterinthe30-minuteliveshow
CHARTSTACTICS
31
Mu’er160,415DouyuFollowers
Wujin315,637DouyuFollowers
Zuola260,989DouyuFollowers
Fantong249,520DouyuFollowers
Duoduo637,822DouyuFollowers
One-thirdofpostsmen2onedtheywouldbeinterestedinpurchasinglobsterfromJDaYerwatchingthisliveshow.
CHARTSTACTICS
32
“IwanttobuylobsterfromJDandwatchthebroadcastonthespot!”
“I’minterestedinthisac@vityandwanttoeatlobsterwhilewatching”
TmallranalivebroadcastduringItaly’sMens’FashionWeekfeaturingTaiwanesemoviestarJiroWangTmallpar2cipatedin6-daylivebroadcastofTmallandaround10malefashionbrandsfromItaly’spremiumfashionshowPizUomo.
UserscouldplaceordersforsuitswhilewatchingTmall’slivebroadcast.
Theconversionratewasclaimedtoreach20%(viewershipunknown).
TACTICS
33
Ne@zenslookedforwardtothislivebroadcast
34
WHATABOUTOTHERSTORES?GomeCaseExample
Gomeusediconic“bigcharacterposters(
)”toadackTmallandJDdirectly
Comparedto2015:
428%increaseintotalvolumeofonlineorders
536%increaseintransac2onvalueincreased
650%increaseintransac2onsonmobile(72%oftotal)
TACTICS
35
Scarystepsofshopping(JD)
Hiddentrapsofshopping(Tmall)
Cat(Tmall)anddog(JD)
Gome’spostersmimickedcommunistpropagandafromthe1950s,usedtocri2cizeenemiesbyrevealingtheirbadbehaviors.
36
EXAMPLEBRANDACTIVITIESEsteeLauderandSKII
EsteeLauderranalivebroadcastonTmallAPPwithVictoriaSongashost
EsteeLauderinvitedcelebrityVitoriaSongtodeliveraliveshowonTmallAPP.
CouponsandEsteeLaudergiYpacksweresentoutduringtheliveshow,anduserscouldgrabascreenshotoftheliveshowtogetdiscountwhenbuyingthisproduct.
Nearly1/3ofthosewhoretweetedexpressedpurchaseintent,andmanyusersmen2onedtheproduct’sdetoxingbenefit.
TACTICS
37
Besidesshowingpurchaseinterest,consumersevenpostedtheimagesoftheirnewlyboughtEsteeLauderproductsasawaytosupport.
Click to see original content
SKIIsent3,000virtualrealityglassesviaitsTmallVRlabcampaign
FansreceivedVRglasseswithpuchase,andcontentaboutSKIIfacialtreatmentessence.
SKIIgainedover160,000followersandwas#1inTmallsalesofpremiumskincarecategoryduringthe6.18period.
TACTICS
38
ReceivedVRglassesandcommentedaboutthembeingapremiumgadget
ComparedpersonalexperiencesusingtheSKIIVRglassesvs.IMAX
39
HOWTOPARTICIPATE?LessonsforBrands
Keylessonsfrom6.18
40
THINKMOBILEFIRSTMobileisaprimarymediumforinternetaccessandonlineshopping,andshouldbecarefullyconsideredupfront.
Campaignmechanismsshouldbemademobile-friendly,withlowentrybarriersforeasypar2cipa2on.
HowcanbrandsusesocialmediatoimproveEcommerceperformance?
TARGETTHERIGHTPLATFORMSDemographicsandageskewshouldbeconsideredwhenchoosingsocialmediachannelswithacleardefini2onofwhethertargetsareprimarilyintop2erorlower2erci2es,andwhichpla\ormsaremostusedineacharea.
BESIMPLEANDENTERTAININGAsafundamentalcontentrule,videosandhumoraregreattoolstodeliveramessagethatcantriggerbroadsharingamongtargetaudience.
Alwaysremembertobeon-equityandconsistent.
LINKBENEFITTOMECHANISMChoiceofmechanismshouldalwaysreflectconsumerbenefit,withoutwhichconsumerswilllackacalltoac2on.
Theseconsumerbenefitscouldbebothfunc2onal(e.g.pricediscount)oremo2onal(excitement,fun,newexperiences).
INFLUENCERSAREKEYWhilenotallbrandshavetheluxuryofworkingwithcelebri2es,it’sworthconsideringotherop2ons,likeworkingwithhostsonlivebroadcastpla\ormsorinternetbloggerswhoaremostrelevanttothecategory.
Linkfluence www.linkfluence.asia [email protected] @linkfluence