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Bilibili goes all out to "prepare for Singles Day" or become the biggest growth source of e-commerce platform.

2025-01-21 Update From: SLTechnology News&Howtos shulou NAV: SLTechnology News&Howtos > IT Information >

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Shulou(Shulou.com)11/24 Report--

With the advent of the annual "double 11" e-commerce promotion, bilibili (hereinafter referred to as "bilibili") will create a strong double 11 holiday atmosphere and continue to expand the commercial scene through a series of commercialization measures, including integrated marketing, APP revision and UP main live streaming.

At the same time, under the guidance of the "open-loop strategy", bilibili will also bring more incremental users to e-commerce platforms and consumer goods brands during the Singles' Day. At present, a number of head platforms and brands have reached deep cooperation with bilibili, and it is expected that Shuang 11 B Station will become one of the largest sources of e-commerce increment this year.

Online marketing activities, APP end revision, double 11B station to create more consumption scenes

During the Singles' Day holiday this year, bilibili and Tmall will hold large-scale integrated marketing activities. The special page of the event will include a main venue and seven sub-venues, covering seven key categories: home furnishings, 3C digital, cosmetic care, fashion clothing, cute pet, food and sports.

In addition, during the double 11 period, the original "member purchase" entrance at the bottom of bilibili's mobile phone App will be temporarily renamed "double 11", and a new "Tmall double 11" section will be added to directly display Tmall products, and support click to jump to the Tmall page to purchase, providing users with a more convenient consumption scene. At the same time, the original member purchase section will continue to provide users with secondary related peripheral products and rich discount activities.

The renaming of the portal is aimed at providing users with more consumption and transaction scenes and creating a strong atmosphere of commercial ecological content during the double 11 period. At the same time, in addition to the steady launch of header UP hosts, more new UP hosts will join the ranks of double 11 live broadcasts. In the first half of 2023, the number of bilibili live shows increased by 700% compared with the same period last year, resulting in many high-quality cases of UP main live shows, such as Sao Jian, parrot pear, Mr fan stare, and so on. In addition to live streaming with goods, the number of UP masters carrying video through the "blue chain" is also expected to achieve multiple growth.

In addition, bilibili will also launch double 11 solicitation activities for UP owners and users in more than 10 categories, such as digital, handicraft, IP perimeter, home decoration, fashion and so on, and give cash incentives or flow incentives.

Creating deeply with the platform and brand, bilibili has become the "battleground" of Singles' Day e-commerce.

Bilibili is a video content community gathered by young people, users have entered a new stage of life, but also generated a large number of incremental consumer demand. Li Mizeng, vice chairman and COO of bilibili, said: "deeply affecting the consumer mentality of users is bilibili's unique and irreplaceable value, and it is also an asset that all brands have to precipitate. Bilibili is the youth community with the highest density, and to choose bilibili is to choose the young people with the highest concentration and density."

Bilibili has a growing atmosphere of consumption and trading. In the first half of 2023, the number of bilibili trading videos increased by more than 800% compared with the same period last year. 30 million users bought by clicking on the blue chain in the comment area. Bilibili is becoming the next "blue ocean" for e-commerce.

Different from other content platforms, bilibili adheres to the "big open loop" strategy in e-commerce business, that is, directing bilibili traffic to the e-commerce platform. After getting through the full-link data cooperation from bilibili's recommendation to Taobao, the Spark Program shows that 70 per cent of new customers are directed to Taobao stores from bilibili. Under this strategy, bilibili not only opened up the commodity warehouse with the three head e-commerce platforms of Ali, JD.com, and pinduoduo during the double 11 period, but also carried out in-depth cooperation in a more targeted manner:

For Alibaba, in addition to the above-mentioned Tmall double 11 integrated marketing activities, bilibili will continue to rely on the "Spark Plan" and "U selection Plan" to provide more efficient delivery for businesses, and provide platform-level traffic subsidies to brands and merchants; JD.com, bilibili will launch the in-depth data ecological co-construction project "Jinghong Plan" during the Singles' Day period to improve the customer acquisition and transformation efficiency of brands and merchants in bilibili. JD.com 's variety show "singing College students-Girls season" will also be launched in November; pinduoduo, both sides have improved the procedural advertising docking, and will continue to deepen UP master cooperation, and the number of UP masters working with pinduoduo is expected to grow by more than 100% year-on-year.

In addition, during the double 11 period, bilibili will also upgrade the spark platform, improve cargo components, provide traffic subsidies and other ways to make the brand more efficient in bilibili. For beauty care, clothing, big health, 3C digital and other key categories, through the opening of the "bilibili double 11 content recommendation strategy" open course to provide the brand with the latest launch strategy.

In addition, relying on community ecology, bilibili and the brand continue to create more cross-border marketing games, with a strong cross-border momentum. For example, bilibili, in conjunction with the well-known domestic brand Wujiang mustard, launched the joint version of mustard before Singles Day, making the "electronic mustard"real" and watching the dinner scenes of young people while eating.

Double 11 e-commerce competition has entered the deep water zone, through the open-loop strategy, various platforms and brands will enter the "blue ocean" of bilibili, get more new users, bilibili will also have more business opportunities, so that UP owners get more income. Bilibili, as one of the largest traffic growth points of e-commerce, will become the "battleground" of Singles' Day.

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