Sinking market this big gold mine, is gradually being excavated major electricity supplier platform. As a business platform are the most powerful mining tools, shopping festival has become a platform for electronic business on the road can not be ignored Nuggets assistant.
From 618-818 and then to bargain section 99, section Internet shopping is becoming more and more lively. The face of sinking market this new opportunity to "create section" Alibaba famous shopping festival will be brought to market sinking, section 99 deal is a landmark in the sinking market tentative Ali made.
Then, as Ali's third largest shopping festival, what performance cost-effective section 99? Are we really have a festival cost 99 sinking market what kind of change? From this data, the Poly cost-effective 99 knots or sink will be expected to alter the market structure.
99 Section GMV585 one hundred million deal to sell two days a month to fight a lot of sales
Compared with the 618 years of this ongoing shopping festival, section 99 is poly cost-effective cost-effective upgrade strategy for the first time after the launch of the single electricity supplier shopping festival, the focus is sinking market penetration. It turns out that under the system blessing Ali, 99 bargain section did not let the majority of businesses are disappointed, it is a very satisfactory answer were presented in front of everyone.
According to gather cost-effective in the sun and out of the battlefield display September 11, September 9 and September 10, two days, 99 bargain section GMV reached 58.5 billion, the first year to more than two-eleven 57.1 billion in 2014 results. Alibaba large poly cost-effective division general manager Liu Bo said the 99-year cost of the first section of turnover would have been more than double in Section 11 of the Sixth carnival.
Meanwhile, September 9, stimulated by section 99 of the bargain, the day scouring the Department of turnover year on year surge of 40%, 38% growth rate over the period of this Lynx 618 is much higher than 2 percentage points, 99 cost-effective indeed worthy of the festival Ali is the third largest shopping festival.
It is worth mentioning that, as sinking market electricity supplier Star Enterprise, a lot of fight according to the latest quarterly earnings report, the average monthly GMV fight a lot, but 59 billion. Relying on Ali's body and the amount of poly-cost advantage in the current market sinking made, cost-effective 99 Section 2 days a shopping festival, sold a month to fight a lot of sales, which people really have to wonder sinking market's future electricity supplier potential.
Section 99 appears cost-effective, not only proved to sink together cost-effective strategy is paying off, but also to future electricity providers sinking market structure brought new variable, Ali potential sinking market is gradually being excavated. Why, then, only in the first year, cost-effective development section 99 can be so smooth? Precipitation of poly cost-effective for many years, perhaps maybe will bring us more surprises in the future sinking market.
Why gather cost-effective "born again" bargain section 99 have such explosive?
Two days to achieve 58.5 billion GMV, the results obtained in Section 99 cost-effective for the average business platform is obviously unthinkable, but can gather cost-effective to achieve such a dazzling performance in the upgraded 99 big promotion in the first year, and in fact, Not surprisingly. Because this is the result of "profound knowledge" of poly cost-effective strategic adjustment this year since.
( 1 ) market as an important spokesman Ali sink together cost-effective success belongs to Accumulate
As early as 2010, when, together cost-effective buy site has been published. In 2011, together cost-effective turnover reached 100 billion yuan, thousands in a brutal battle group, together cost-effective with the support of Ali eventually became the largest buy website. But for various reasons, together cost-effective relative position of Ali in the system have been falling, and finally once classified as Lynx Lynx marketing tool.
However, this embarrassing situation, along with the sale every day this year, after the end of a thorough scouring rush and gather cost-effective consolidation. During the past fall Lynx marketing tool, in fact, the ability to gather cost-effective touch up the brand and consumers have been in communication, which is a key factor in this cost-effective section 99 can obtain a large outbreak.
In this year's integration strategy, gather cost effective integration of several of the original marketing platform, a clear division within the brand management and industrial operations with two lines. Both operations teams have different emphases, can effectively together cost-effective, fully open platform Amoy line marketing, with a strong organizational force to push the pace in the sinking market, and ultimately will be able to years of sedimentation are released.
From the bargain section 99 performance, cost-effective poly heritage festival cost 99 gave the outbreak caused no small help.
( 2 back) Do explosion models groups together cost-effective capability enabling verified brand
After Ali made a series of actions for the sinking market, together cost-effective has become an important spokesperson Ali sinking market, while ten million explosion models spokesman for this group is 99 deal Festival.
From the transcript of the section 99 cost-effective, we can easily find cost-effective energy-saving 99 occurs such good results, it is important to "Do explosion models group." According to official said the data show that day, breaking a million orders a single product to achieve 933 sales Pobai million in a single product to reach 917; consumer digital, beauty, home clean, the food industry broke out, cost Day 99 The first hour, iPhoneXR deal would break 10 million.
In a sense, nearly 1000 over a million and one million different items on the order of "explosion models group" only representative, it is actually behind in the ability to energize the brand poly cost-effective. From a marketing, technology, data, supply chain, that may cost a merchant polyethylene energized.
In this section 99 cost-effective, interactive marketing in order to better enrich and enhance the consumer's perception of the entire festival cost 99, "Do explosion models group" has successfully led the brand to sink.
September 8, in Jiangsu Satellite TV broadcast of poly cost-effective cost 99 evening ceremony, live online attracted a total of 40.68 million views, the station broadcast a total interactive amounted to 410 million times, shake trigger 7,250,000 times, through North Shopping PK , red envelope money cards, interactive City and other seven games are played online with consumers positive interaction, while providing 100 000 $ 0.01 value of goods for consumers to buy real-time, maximize their consumer passion, so that more brand based on this window can be spread out.
At the same time, based on poly cost-effective data-enabled, 99 cost of many commodities has become a festival explosion models a single product. For example, cooperation Belle custom tiger shoes, sold 7800 pairs a day. This implies that together cost-effective has provided a set of marketing for the brand, the election money, play money solutions, designed specifically for the B-side of the brand and service.
Data show that this festival has cost 99 60 000 brands involved. Why do so many brands would be so enthusiastically participate? The core reason is that this brand of poly cost-effective solutions that not only help the brand better based on market sank to push new products, the brand may know better sink market, but also can view the supply chain transformation and empowerment outcomes, let brand preparing for dual 11 to make more adequate preparation.
It is because together cost-effective "cost 99 Festival" rich genuine good goods both to meet the sinking demand for material goods, but also to meet all the demand for a better living environment, quality of spiritual life, it is cost-effective 99 section greatly stimulating the development of the entire Ali sinking market for high quality personalized merchandise Taobao cheap good cargo recommended obvious, and then scouring the Department in promoting more rapid turnover has more than 618 results.
99 Poly cost-effective festival won the first battle after the sinking effect will affect the market structure
99 deal Festival won the first battle, which is Poly cost-effective "born again" after sinking a great victory achieved market. Today's poly cost-effective, is no longer a pure marketing tool, but a market structure will affect the sinking of the platform, from the marketing side, the supply side have sunk together with the brand.
（1）99划算节只是聚划算商业爆发力的缩影 三大下沉市场工具助力品牌下沉
在本次99划算节的成绩单里，除了千万爆款团，还有一个数字特别值得关注。官方数据显示，99划算节产业带的订单超过4000万单。聚划算今年在产业带上全面发力，帮助产业带商家提升效率，而且帮助许多产业带商家打造自身的品牌，实现自身的迭代。
比如说卡拉美拉短袜，从自己设计打样到如今和五六十家工厂在合作，每家工厂负责的生产内容都有不同侧重，卡拉美拉短袜已经成为了IP。而类似这样在产业带计划中的品牌，还有天川袜业、森虎、妙优童儿童袜子、怡恩贝湿巾、植护纸品、理文竹浆纸、卡拉美拉短袜、福派电动牙刷、萃植轩洗衣液等品牌。
与99划算节2天的时间相比，聚划算产业带计划整合平台的力量扶持上百个产业带爆款，这是一个持续化的计划。相比之下，对于聚划算而言，99划算节的节点，只是全年常态商业爆发力的一个缩影，99划算节中的很多资源、能力，在日常过程中一样给赋能给品牌。
这是由目前聚划算的定位所决定的。聚划算核心的商业逻辑，就是让品牌和商家以极致优惠的价格在平台上做定期销售，平台在销售期间给予B端相应的流量支持。这样的模式，最大的意义在于能够让消费者更快地实现对品牌的认知，比平日销售更优惠的价格，也降低了下沉市场消费者接触新品类的门槛。
所以，聚划算天然就是品牌最高效率获取下沉市场用户的营销场景。如果能够配合更好的营销工具，那么聚划算的商业爆发力显然还会提升。在近日，聚划算就公布三个下沉市场新工具（火聚手、热力图、共享网），以及发布88红包省钱卡。
这些工具的推出，从社交裂变、精准用户触达、流量生态等多个角度去进行优化，从而帮助聚划算进一步提升触达下沉市场消费者的效率，品牌就可以因此更高效地实现下沉。
（2）聚划算效应初显 未来将影响到下沉市场格局
事实证明，依托于聚划算目前的定位这对下沉市场的策略，不仅仅是在99划算节对品牌拥有巨大的推动能力，日常的运营中也形成了“聚划算效应”
今年以来，通过阿里巴巴聚划算特卖平台，包括兰蔻、欧莱雅、西门子、海信、尼康、海尔、美的、惠而浦在内的80余个头部品牌在聚划算上取得了超过50%的同比增长，其中有47个品牌，在聚划算全市场和下沉市场的同比增幅都超过100%。
以高端母婴品牌babycare为例，通过参加欢聚日活动，三天即卖掉母婴用品77万件，相当于1000多家线下门店一天的销量，在四线城市成交增长489%，五线城市成交增长507%。
特别值得关注的是，品牌不仅在聚划算上取得了销售爆发，销量的爆发迅速吸聚了大量粉丝，尤其是来自三四线城市的消费群体，带动了重复购买。
在这样的一种情况下，聚划算不仅满足了下沉市场消费需求，同时赋能品牌商家，重塑下沉市场消费体验。平台参与各方多赢，形成了一种“聚划算效应”。
聚划算效应不仅在本次99划算节中出现，未来还会持续出现在日常的运营中，这就能够有效地帮助品牌下沉。
同时，聚划算近期还推出的新供给中心，核心依托于阿里巴巴平台，发挥阿里巴巴商业操作系统的功能，帮助品牌制定适合的产品和营销策略，可以更好地帮助品牌成长。新供给中心在生产阶段为商家提供数据支持，在销售阶段帮助其更精准地触达下沉市场，并从整体上提升供应链效率。
当聚划算持续在供给侧和营销侧两端的同步发力，持续帮助品牌下沉，那么聚划算才最大限度地发挥它“复兴”的效应，持续在下沉市场实现更大的突破。99划算节的亮眼成绩，是聚划算深度改变下沉市场竞争格局之后的“水到渠成”，而随着聚划算自身聚划算效应越来越强，聚划算也将影响当前的下沉市场竞争格局，形成一股强大的势能，助力阿里下沉市场发展。
文 |小谦，互联网观察员，数十家科技媒体专栏作者，转载请注明版权
