当前课程知识点:Introduction to E-Commerce > Chapter 4 Internet Marketing > 4.5 Internet Marketing Strategy(2) > 4.5.3 Discussion
返回《Introduction to E-Commerce》慕课在线视频课程列表
For Alibaba, Singles Day Is About More Than Huge Sales
Christmas comes early in China. November 11 (11/11), known as “Singles Day,” is the world’s biggest 24-hour shopping event. Originally a cynical response to Valentine’s Day for bachelors, the day was transformed in 2009 by Alibaba executive (now CEO) Daniel Zhang into “Double 11.” The day has come to represent a unifying cultural event of unabashed retail therapy, coupons, lightning promotions, and gamified social media campaigns from retailers across the country.
The statistics are staggering, both for the sheer volume of sales transacted in just one day and for year-over-year increases that, so far, defy the gradual slowdown in China’s overall economic growth. 2019 was no exception, with e-commerce giant Alibaba reporting sales activity totaling 268.4 billion yuan (USD38.4 billion), surpassing last year’s haul of 213.5 billion yuan (USD30.5 billion) by nearly 26 percent. As a comparison, that’s more than 2.5 times the U.S. sales of last year’s Black Friday and Cyber Monday combined.
Still, Alibaba’s legendary co-founder Jack Ma declared the 2019 Singles Day a financial disappointment — a statement that speaks volumes about the unswerving ambition and relentless dynamism of China’s internet sector. I recently experienced this atmosphere first-hand at Alibaba’s headquarters in Hangzhou as part of a delegation from INSEAD’s China Initiative.
When we visited several Hangzhou tech companies a week before Singles Day we found that the stakes for the holiday were soaring. Online retail companies had to ensure the smooth execution of the biggest online shopping spree the world had ever seen. So much could go wrong: Servers could collapse under the unprecedented traffic; logistics suppliers could be overwhelmed by the flood of orders and could run out of inventory, causing unacceptable delays in delivery; marketing campaigns could fizzle out instead of going viral.
The ever-increasing prominence of Singles Day raises the stakes even further. Patient, price-conscious Chinese consumers habitually delay making big purchases as the big day nears, in anticipation of deep discounts. Companies that stumble on Singles Day stand to lose out on weeks, if not months, of pent-up buying activity. For some rising brands, Double 11 represents as much as 25 percent of sales for the entire year, according to informal Alibaba estimates. That pressure was palpable on our visit. An unspoken excitement thrummed every office; employees and executives alike were on high alert. Their hyper-attentive, briskly efficient attitudes seemed to convey that they allowed themselves no room for error or excuses.
From the viewpoint of Alibaba and other online retailers in China, then, what is the advantage of Singles Day? Why would they continue to fuel the growth of an event that causes severe disruption to the core business, while catering to consumers’ price sensitivity? Clearly, profit maximization cannot be the sole driving force behind the Double 11 phenomenon.
Our Hangzhou trip provided a surprising answer. Nearly every employee we spoke to described the challenges of Double 11 not as a necessary evil, but rather as the event’s primary value-add. They spoke of Singles Day as a stress test that forces the entire organization past its limitations, enabling it to accomplish and become what would be impossible otherwise. As Dr. Weiru Chen, Executive Director of Alibaba Industry Internet Research Center, explained, “Double 11 becomes an entire ecosystem’s exercise.” He went on to describe the 10 million-plus merchants and brands, tens of thousands of logistics companies, 3 million delivery people, and 500,000 trucks involved.
Data Source: https://hbr.org/2019/12/for-alibaba-singles-day-is-about-more-than-huge-sales with deletion and arrangement
Questions:
1.What’s Internet promotion?
2.What kind of promotion strategy did the “Double 11” apply? Please list some kind of such promotion strategy.
返回《Introduction to E-Commerce》慕课在线视频列表
-1.1 Concept of E-commerce
--1.1.4 Homework
-1.2 E-commerce and Traditional Commerce
--1.2.1 E-commerce and Traditional Commerce
--1.2.4 Homework
-1.3 Emergence and Development of E-commerce
--1.3.1 Emergence and Development of E-commerce
--1.3.4 Homework
-Unit1 Test
--Test
-2.1 Framework of E-commerce
--2.1.1 Framework of E-commerce
--2.1.4 Homework
-2.2 B2B E-commerce Model
--2.2.4 Homework
-2.3 B2C E-commerce Model
--2.3.4 Homework
-2.4 C2C E-commerce Model
--2.4.4 Homework
-2.5 Innovation of E-commerce Models
--2.5.1 Innovation of E-commerce Models
--2.5.4 Homework
-Unit 2 Test
--Test
-3.1 Overview of E-commerce Security
--3.1.1 Overview of E-commerce Security
--3.1.4 Homework
-3.2 Network Security(1)
--3.2.4 Homework
-3.3 Network Security(2)
--3.3.4 Homework
-3.4 Transaction Security(1)
--3.4.1 Transaction Security(1)
--3.4.4 Homework
-3.5 Transaction Security(2)
--3.5.1 Transaction Security(2)
--3.5.4 Homework
-3.6 E-commerce Security Protocol
--3.6.1 E-commerce Security Protocol
--3.6.4 Homework
-Unit 3 Test
--Test
-4.1 Overview of Internet Marketing
--4.1.1 Overview of Internet Marketing
--4.1.4 Homework
-4.2 Internet Marketing Methods(1)
--4.2.1 Internet Marketing Methods(1)
--4.2.4 Homework
-4.3 Internet Marketing Methods(2)
--4.3.1 Internet Marketing Methods(2)
--4.3.4 Homework
-4.4 Internet Marketing Strategy(1)
--4.4.1 Internet Marketing Strategy(1)
--4.4.4 Homework
-4.5 Internet Marketing Strategy(2)
--4.5.1 Internet Marketing Strategy(2)
--4.5.4 Homework
-Unit 4 Test
--Test
-5.1 E-payment
--5.1.4 Homework
-5.2 E-money
--5.2.4 Homework
-5.3 Third party payment
--5.3.4 Homework
-5.4 E-payment System and Online Banking
--5.4.1 E-payment System and Online Banking
--5.4.4 Homework
-Unit 5 Test
--Test
-6.1 Overview of Logistics
--6.1.4 Homework
-6.2 Overview of E-commerce Logistics
--6.2.1 Overview of E-commerce Logistics
--6.2.4 Homework
-6.3 E-commerce Distribution
--6.3.1 E-commerce Distribution
--6.3.4 Homework
-6.4 Automatic Identification Technology
--6.4.1 Automatic Identification Technology
--6.4.4 Homework
-6.5 Intelligent Logistics
--6.5.4 Homework
-Unit 6 Test
--Test
-7.1 Overview of Supply Chain Management
--7.1.1 Overview of Supply Chain Management
--7.1.4 Homework
-7.2 Supply Chain Management Strategy
--7.2.1 Supply Chain Management Strategy
--7.2.4 Homework
-7.3 The Development Trend of SCM
--7.3.1 The Development Trend of SCM
--7.3.4 Homework
-Unit 7 Test
--Test
-8.1 Overview of Mobile Commerce
--8.1.1 Overview of Mobile Commerce
--8.1.4 Homework
-8.2 Related Technologies of Mobile Commerce
--8.2.1 Related Technologies of Mobile Commerce
--8.2.4 Homework
-8.3 Applications/Uses of M-commerce
--8.3.1 Applications/Uses of M-commerce
--8.3.4 Homework
-Unit 8 Test
--Test
-9.1 Overview of the Legal Environment of E-commerce
--9.1.1 Overview of the Legal Environment of E-commerce
--9.1.4 Homework
-9.2 Legal Regulations for E-commerce Transactions
--9.2.1 Legal Regulations for E-commerce Transactions
--9.2.4 Homework
-Unit 9 Test
--Test
-10.1 E-commerce Development Trend
-10.4 Homework
-Unit 10 Test