Event Marketing Of Jingdong Mall

Following the announcement in March of this year's sponsorship of the Super League, Jingdong mall has recently announced the name sponsor of the 2010 Formula China Grand Prix, once again testing water sports.

From Beijing Olympic Games to Shanghai

Water trial

In March this year, Jingdong took only 8 days to make the decision to join hands with China Super League, becoming the main sponsor of the Super League in 2010.

Chen Shou Shou, an international analyst at Analysys International, also told the Internet Weekly that the purpose of brand marketing of Jingdong is to cultivate brand value and tap potential users.

Jingdong, as China's largest B2C, can hardly conceal the existence of some short boards, such as the slow growth of registered users, especially when compared with Dangdang and Amazon.

There are some ways to copy the bottom in the sponsorship of sponsorship. Due to the adjustment of professional league matches, the cost of sponsorship of Jingdong is relatively low, and the large scale of users covered by football league matches will greatly enhance the brand image of Jingdong and help Jingdong complete the accumulation of new users.

The marketing of water trial shows Jingdong's dream of becoming a mass company.

After the early adopters, Jingdong's event marketing has not stopped.

At the end of June, the Jingdong announced in a high-profile manner the Chinese Formula Grand Prix, which was listed as the national sports competition plan, sponsored by the China Motor Sports Federation.

The 2010 season of the competition was named the Jingdong Online Shopping Mall China Formula Grand Prix.

The event will host 4-6 major events every year, and the best formula racing drivers in the country will gather here.

The China Formula Grand Prix represents the highest level of competition in the country. The Jingdong online mall is delighted to be a sponsor of the event to promote the development of China's motor racing.

At the same time, sports marketing is also the focus of Jingdong marketing.

The spirit of fighting and enterprising in sports events is highly similar to that of Jingdong. The speed of motor racing coincides with the rapid development of Jingdong over the past few years.

Xu Lei said.

Marketing strategy

Statistics show that with the help of large events and events, the effect of the same advertising fee can be increased by 10%.

It can be seen from the sports marketing, sports venues, sports events, commercial advertising, Internet economic combination "business model", its business value is beyond people's imagination.

Chen Shou sent to "Internet Weekly" that Jingdong's sports marketing has more advantages than disadvantages.

Sports marketing is an effective means to improve the brand image of the Jingdong.

Besides, putting traditional media advertisements into practice is also an effective way to adopt.

During the world cup, Jingdong did advertise for 15 seconds on CCTV sports channel.

Jingdong said it had first put on TV ads in southwest Chengdu and other places, and then was put in the CCTV and major TV programs.

But in view of the huge financing of Jingdong, large-scale investment and sports marketing or suspicion of burning money.

In this regard, Wan Rui data network marketing experts (see marketing expert blog) Jiang Likun told reporters that Jingdong is in the power of marketing, e-commerce competition is very fierce, in addition to Jingdong, Dangdang and other old mall, such as COFCO, Suning and many other powerful predators are constantly joining the battlefield.

So many people grab a piece of cake, it is impossible to all be divided into dry food.

The result of the mixed battle of the princes was the achievement of a small number of people who sacrificed most of them.

If you want to survive in the fierce competition and even become the industry leader, brand awareness and market share will be the first.

Jingdong's move is undoubtedly to further enhance its brand and market occupancy rate.

For this purpose, it is not possible to judge whether it is burning money blindly by traditional standards.

In short, the purpose of Jingdong now is to run a horse enclosure, although today it seems to be burning money, but once the harvest season, the return is very rich.

Chen Shou sent also indicated that Jingdong's offline advertising is relatively rational, and it should be more effective to advertise with hot spots.

The huge advertising will not necessarily become the paction value soon, but it will contribute to Jingdong's potential pactions.

After several rounds of financing by Jingdong, the pressure of growth also requires Jingdong to increase investment in traditional media and bring about the growth of indicators.

The layout of Jingdong has been relatively complete. From marketing to back-to-end supply to customer experience, there are obvious moves, including the acquisition of thousands of homing, the construction of new logistics centers, and the revision of platforms.

The Jingdong mall, which makes the traditional department stores, needs more popularity. In the future, it will inevitably compete with traditional retail businesses for consumers, and the promotion mode can no longer be confined to the Internet. In the future, it needs more traditional advertising and sponsorship to promote the brand.

Besides, sports marketing is also a necessary measure for rapid growth of Jingdong after the pressure of investors after financing. It is a requirement to rapidly widen the gap with other competitors and maintain the leading position.

Users' attitude towards enterprise's leveraging event marketing will directly determine the effect of marketing.

According to the relevant data survey conducted by Wan Rui data in World Expo, more than 50% of Internet users hold positive attitude towards event sponsored advertisements. Nearly 20% of Internet users believe that the products of event sponsors are trustworthy, and they will give preference to the products or services provided by sponsors under the same conditions.

On the whole, most netizens are more willing to buy the title of sponsor. Nearly half of consumers believe that choosing advertising during this period can help enterprises to enhance their popularity.

It can be seen that big event marketing has already had a large audience base, and has increasingly become the practice consensus of enterprises and marketing circles.

In the future, no matter for enterprises or consumers, the traditional "regular campaign" propaganda will no longer suit the occasion.

The traditional way of publicity does not allow the enterprises to effectively contact the target consumer groups, and it will also increase the difficulty for consumers to obtain and distinguish useful information.

The more targeted event marketing has the effect of almost one to one communication as "killer application". Enterprises can make marketing more effective by attracting targeted marketing through attracting specific crowd events.

As a result, it is often seen that some enterprises, because of the use of big event marketing, will quickly spread the influence of the enterprise through the virus, and the speed will be astonishing. At the same time, users will also get a sudden increase in a short period of time.

This is an unconventional method of "breaking through a bit and driving the whole situation", and it has gained the effect of low cost expansion compared with the regular way of starting and planning.

However, event marketing is not a sensation. It can bring eyeball effect, but it is no different from traditional regular play.

Only targeted dissemination of target audience is valuable communication. This is why Jingdong did not simply launch big event marketing, but chose marketing for sports events.

In the future, we can further expect that technological means will have more opportunities in event marketing, and make technology application a powerful driving force behind event marketing.