京东618战后复盘：一场教科书式的营销案例
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/icHOSb47jqpVPCYeEOiaPwU7HqoZEPlyYNm3Iar0yJWWM2JHqWtkvhiacD29L1z3esjlty227Uia4XCj7Igwj4J8xQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">作者：<span style="color: black;">StarYan先生</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">全文共 7529 字，阅读需要 15 分钟</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">—— BEGIN ——</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今年的618年中购物节<span style="color: black;">最终</span>在热闹的气氛中落下了帷幕，历经8年积淀，今年全面爆发。京东<span style="color: black;">亦</span>首次大方地在<span style="color: black;">第1</span>时间<span style="color: black;">颁布</span>了618战绩：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2017年6月1日至18日购物节<span style="color: black;">时期</span>，京东商城累计下单金额达1199亿元，累计卖出<span style="color: black;">制品</span>超7亿件；6月1日至6月18日首次在京东进行消费的用户中，女性用户数量达到去年同期的近2倍。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">618当天，<span style="color: black;">第1</span>个小时的<span style="color: black;">营销</span>额超过去年同期的 250%。3C <span style="color: black;">行业</span><span style="color: black;">海量</span>品类<span style="color: black;">快速</span>突破了亿元<span style="color: black;">营销</span>额，电脑办公品类只用了 2 分 50 秒，数码品类用了 5 分 30 秒，手机品类用时 3 分 07 秒。其中手机在一小时之内同比增长了 405%。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在电商大促<span style="color: black;">已然</span>历经十几年，各类<span style="color: black;">招数</span>屡见不鲜的今天，京东仍能创造出如此高的成绩，实力可见一斑。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">毫无疑问，京东现如今<span style="color: black;">已然</span>让618<span style="color: black;">作为</span>一个约定俗成的语境。从一个普通的店庆促销日变成一个全民认同<span style="color: black;">一起</span>参与的节日。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">要足够强，<span style="color: black;">才可</span><span style="color: black;">作为</span>理所当然。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在<span style="color: black;">全部</span>电商市场环境业务增速放缓，<span style="color: black;">制品</span>布局基本完成，营销<span style="color: black;">招数</span>昭然若揭的大背景下，<span style="color: black;">怎样</span>扩大用户规模、吸引<span style="color: black;">更加多</span>消费人群，<span style="color: black;">怎样</span><span style="color: black;">提高</span>用户的消费粘度，拉升GMV,是摆在<span style="color: black;">每一个</span>电商企业面前最核心的问题，<span style="color: black;">亦</span>考验着每一个营销运营人员。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">相比往年，京东今年的营销动作确实接连<span style="color: black;">持续</span>，且声势更大<span style="color: black;">亦</span>更有新意。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">笔者仅从一个观察者的<span style="color: black;">方向</span>，把对京东618大促活动的观察和思考分享给<span style="color: black;">大众</span>，以作交流。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">重点</span>分为以下几个部分：</span></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1、</span>口号变化<span style="color: black;">背面</span>的<span style="color: black;">规律</span></strong></span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今年京东618提出的主题口号是“打破忙碌，尽享好物”，沿袭了2016年“换新就<span style="color: black;">此刻</span>，品质狂欢节！”以品质为核心主题思路。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">打破忙碌直击当下人们整天忙着上班、忙着下班、忙着生活，忙碌而喘<span style="color: black;">不外</span>气的生活状态，打破它，来点不<span style="color: black;">同样</span>的，放下忙碌，你本该享受美好的生活。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/icHOSb47jqpVPCYeEOiaPwU7HqoZEPlyYN89YXSC9TTKJnWVOfVMVWFpWCBuxDP4fJGqZR5BYgr9b20DI2EPaicoA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">全部</span>主题<span style="color: black;">宣传</span>片一气呵成，节奏带感，对消费者的洞察把握得非常到位。笔者认为有两点：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其一，在消费升级的大环境下，消费者<span style="color: black;">针对</span>商品的品质、服务都有着更高的追求。中产阶级消费人群在<span style="color: black;">将来</span>会越来越多，随着消费能力的<span style="color: black;">提高</span>，价格<span style="color: black;">已然</span><span style="color: black;">再也不</span>是消费者<span style="color: black;">思虑</span>的首要问题。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">像以往“京东618，疯抢红六月”“购物大趴·全品省<span style="color: black;">一直</span>”等强调”省钱、抢购“的表达<span style="color: black;">已然</span>让人觉得乏力了，很难能吸引<span style="color: black;">公众</span>的眼球。在主题定调上强调好物、精选、品质的电商思路会是常态。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其二,在快节奏的现代生活里，消费者为了<span style="color: black;">存活</span><span style="color: black;">奔走</span>忙碌，身心俱疲。京东<span style="color: black;">这里</span>刻抛出“打破忙碌“的概念，恰恰是一种<span style="color: black;">安抚</span>。一改以往单一的<span style="color: black;">制品</span>价值输出的思路，转变成与用户的情感性双向沟通，为消费者描述了一个美好的生活场景。</span></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2、</span>整体的营销策略</strong></span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在“打破忙碌，尽享好物”的主题之下，京东提前布局了长达<span style="color: black;">一月</span>的营销战线。其跨度之长，协调资源之广，运营操盘之<span style="color: black;">繁杂</span>，着实<span style="color: black;">很难</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">笔者对其营销策略总结为三点。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">经过</span>每两到三天一场品类主题大促活动，全面覆盖京东商城各<span style="color: black;">重点</span>品类。重点打造迪士尼品牌日、中国品牌盛典、超级秒杀日、神券日、直播日五大核心主题日，<span style="color: black;">做为</span>整条长线的小高峰，层层递增，引爆全网<span style="color: black;">专题</span>讨论热度，<span style="color: black;">持续</span>抛出新的刺激点吸引用户的目光，<span style="color: black;">诱发</span>关注、传播和转化。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从6月2日起<span style="color: black;">每日</span>一场明星+大品牌专场，线上线下相互<span style="color: black;">协同</span>，<span style="color: black;">经过</span>“电商+直播+社交+明星”的模式，整合各方资源，有效地为618购物节<span style="color: black;">连续</span>制造热点<span style="color: black;">专题</span>和事件。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">市场<span style="color: black;">途径</span>层面，线上线下双发力，<span style="color: black;">经过</span><span style="color: black;">伴侣</span>圈、<span style="color: black;">博客</span>，今日头条、腾讯视频、等线上高<span style="color: black;">精细</span>用户群体、高频业务<span style="color: black;">制品</span>投放<span style="color: black;">宣传</span>，线下<span style="color: black;">轻轨</span>、公交站台、影院、电梯等360度无死角地覆盖<span style="color: black;">目的</span>用户群。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总体上看，这一轮<span style="color: black;">宣传</span>营销传播恐怕是不设预算上线的，明星邀请之多、<span style="color: black;">途径</span>铺开之广，投入的手笔之大算是空前的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">同期</span>，如此重金重力的宣传带来的效果<span style="color: black;">亦</span>是很直接的，<span style="color: black;">非常多</span>人感觉自己的生活中填满了618，节日氛围营造的相当成功。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其次，今年京东618开放的态度<span style="color: black;">亦</span>是前所未有：京东开放了618的品牌logo<span style="color: black;">运用</span>权限，这种开放<span style="color: black;">包涵</span>的态度直接带来的效益是任何行业，任何企业都<span style="color: black;">能够</span>宣传<span style="color: black;">运用</span>618，电商618俨然<span style="color: black;">作为</span>全民618，最后京东积聚线上流量，拥抱用户，互利共赢。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/icHOSb47jqpVPCYeEOiaPwU7HqoZEPlyYNp6sF8hiciakl41ndia2GwicJQKo923k96vFPLEElVhFxWn8xVk9vOUia4yw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3、</span>活动营销的执行</strong></span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">由于</span><span style="color: black;">全部</span>活动<span style="color: black;">繁杂</span>度较高，需要协调的资源有<span style="color: black;">非常多</span>，在<span style="color: black;">全部</span>环节的执行过程中<span style="color: black;">必定</span>是<span style="color: black;">根据</span>一个一个项目区块层级推进。为了尽可能还原京东618活动的整体执行过程，笔者将以时间<span style="color: black;">次序</span>逐层叙述，并挑选重点活动做一个梳理。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">全部</span>活动日程如下表。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/icHOSb47jqpVPCYeEOiaPwU7HqoZEPlyYN915b5jWG2hxEB5gQibZl9O31q0cYCqNicBpRs50IwJrsPEJHasqrOzRg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">重点</span>分成预热、开场、中场、618狂欢日和返场五个部分。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">1.预热</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今年618的预热比以往来的更早<span style="color: black;">有些</span>，<span style="color: black;">针对</span>京东来讲，预热的<span style="color: black;">重点</span>目的是告诉消费者：京东618年中购物节来了！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了强化618的品牌符号，京东在线上线下密集地投放了<span style="color: black;">许多</span><span style="color: black;">宣传</span>，<span style="color: black;">连续</span>吸引用户目光，占据用户心智。预热的环节操作如下。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1) 考试模拟试题</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5月17日，一则京东大学入学考试模拟题悄然整版出<span style="color: black;">此刻</span>新民晚报、北京青年报、沈阳晚报、成都商报等全国二十几个城市主流报纸上，基本上，这种整版的<span style="color: black;">宣传</span>能在<span style="color: black;">第1</span>时间吸引用户<span style="color: black;">重视</span>，<span style="color: black;">诱发</span>用户思考。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">下方二维码的展示留下的悬念<span style="color: black;">常常</span>会诱导用户探索<span style="color: black;">更加多</span>的内容，将用户吸引到线上挑战最烧脑试题；表面上是与用户互动，<span style="color: black;">实质</span>上是<span style="color: black;">经过</span>发券的形式拉新用户。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/icHOSb47jqpVPCYeEOiaPwU7HqoZEPlyYN2YZUhTBLSiaKaIQ6nGibtWZibvJ9MYJHLjRIRNjZ3zKLCp0esmF0YBqZQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2)主题宣传片</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5月22日，京东发布了“年中<span style="color: black;">一块</span>618”的<span style="color: black;">宣传</span>宣传片，正式拉开京东618的序幕，“打破忙碌，尽享好物”的主题一呼即出。8个字将情感性交流和品质电商紧密联系，不得不说，这个主题语既接地气又有<span style="color: black;">实质</span>价值。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">激情鼓手，热恋情侣，女拳手，加班族，滑板青年，出租车司机……停不下来的时间、停不下来的焦虑、停不下来的改变……</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而所有故事的忙碌，只为最后那短暂的<span style="color: black;">心情</span>爆破：打破忙碌！是时候打破上半年的忙碌，是时候年中喘口气，让自己<span style="color: black;">休憩</span>一下了！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/icHOSb47jqpVPCYeEOiaPwU7HqoZEPlyYNEhre19W3WNJk805v678YRjgCSKW10ibcvyNlhHBgPZDoiboM8zhhniboQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">相信<span style="color: black;">非常多</span>人在看到视频内容时候<span style="color: black;">已然</span>全然忘记了这是一个营销<span style="color: black;">宣传</span>，不自觉的被带入其中，情感的宣泄令人酣畅淋漓。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3）线下<span style="color: black;">宣传</span>铺设</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在主题宣传片发布之后，京东紧接着出了一个“年中打破忙碌，<span style="color: black;">一块</span>618”的主画面。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">无论是坐公交<span style="color: black;">轻轨</span>或是乘电梯，人人都能看到醒目的618三个大彩字。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/icHOSb47jqpVPCYeEOiaPwU7HqoZEPlyYNsXDbDC1vXyc6aiauE78YCicj6wSic1fayic6z9vCsIhVTy4icEMvqN3bgjQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">2.开场</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">说完了预热，<span style="color: black;">咱们</span><span style="color: black;">来讲</span>说开场。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">先梳理下开场的营销节奏。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5月25日至5月31日<span style="color: black;">特殊</span>狂欢专场 5.25当天站内开启PLUS狂欢盛宴。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5.26-5.28 <span style="color: black;">全世界</span>购专场 5.28 乐高盛典。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5.29-5.31智能生活 5.31图书品类日。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5月25日， 京东发布会宣布618年终购物节正式<span style="color: black;">起步</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">京东618开场的营销策略<span style="color: black;">能够</span>用“简单粗暴”四个字来形容。硬性<span style="color: black;">移植</span>618，目的<span style="color: black;">便是</span>供消费者“围攻”吐槽，营造<span style="color: black;">专题</span>讨论热度。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>以<span style="color: black;">详细</span>生活场景强化618数字的魔性小视频，打麻将摸出618就胡了、背乘法口诀对618记得最深刻，在车站等了一天就为了618路公交车……如此中二无厘头的表达呈现，吃瓜群众看了都忍不住吐槽两句。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/icHOSb47jqpVPCYeEOiaPwU7HqoZEPlyYN4FqMMcycb0YXtnMU9W2WMYnfI4tOS2hJjWb4IHCYy6icIyf1EqzUyXQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除此之外，5.27日由李诞、池子合体的《全国第618套广播体操之年中在召唤》借课间操场景发布魔性视频，“一二三四，我618！二二三四，我618！” 总之，<span style="color: black;">宣传</span><span style="color: black;">便是</span>这么直接和硬，<span style="color: black;">无</span>丝毫隐晦，<span style="color: black;">然则</span>视频音乐的旋律<span style="color: black;">已然</span>在脑海里挥之不去了！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/icHOSb47jqpVPCYeEOiaPwU7HqoZEPlyYNrl8k5RBDRqIRO2pRzGdHEN46aKHvGSeUn8m3IX1djWNf5alpDBOUcw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">整体上看，<span style="color: black;">全部</span>站外的营销传播开场大胆、新奇、魔性、不走寻常路。<span style="color: black;">经过</span>强化618数字来<span style="color: black;">连续</span><span style="color: black;">通知</span>用户618年中购物节来了！这种洗脑式宣传的<span style="color: black;">宣传</span>效果立竿见影，直达人心。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">3.中场</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">先梳理下中场的活动节奏。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6月1日 迪士尼品牌日+家电专场</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6月2日-6月3日 居家生活专场</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6月4日-6月6日 服饰专场+6。6中国品牌盛典</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6月7日-8日 0元购家电专场</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6月9日 生鲜专场+超级秒杀日</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6月10日 居家生活专场</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6月11日-13日 京东超市专场</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6月14-6月17日 3C专场+6.14神券日+6.17明星直播日</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">与开场可能只需将618年中购物节信息触达到消费者，不太<span style="color: black;">思虑</span>营销<span style="color: black;">实质</span>转化的<span style="color: black;">状况</span><span style="color: black;">区别</span>，中场<span style="color: black;">寓意</span>着618正式进入节奏。无论是对京东还是对商家而言，都会在这个<span style="color: black;">周期</span>齐聚发力。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">评估</span>一个电商的综合实力很大程度上会考量平台对品牌资源的聚合能力。说到底，有多少品牌商家愿意跟京东<span style="color: black;">一块</span>玩，能给予多大品牌<span style="color: black;">途径</span>资源支持，给予多大价格让利幅度。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">数据来看，今年来京东参加618活动的品牌商无论从数量上还是影响力上还是足够的，这个下面继续说。而品牌商对京东的诉求则是争取<span style="color: black;">更加多</span>的资源位和<span style="color: black;">揭发</span>度。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>，<span style="color: black;">针对</span>京东而言：一来需要整合品牌资源最大化地充分展示<span style="color: black;">揭发</span>，<span style="color: black;">帮忙</span>品牌商<span style="color: black;">提高</span><span style="color: black;">营销</span>收入；二来京东承担着集聚线上流量，<span style="color: black;">连续</span>吸引用户<span style="color: black;">拜访</span>，<span style="color: black;">提高</span>用户粘性，最大化实现<span style="color: black;">营销</span>转化的重任。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了使得618的势能逐级递增，必须要有一条线能够将<span style="color: black;">全部</span>618联动起来，而这条线则是大品牌+大明星的玩法。下面<span style="color: black;">咱们</span>来<span style="color: black;">瞧瞧</span>京东举办的中国品牌盛典和“大牌撩王牌”活动是<span style="color: black;">怎样</span>执行的，笔者认为不失为一个教科书式级的营销案例。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1）中国品牌盛典</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6月6日，京东举办中国品牌盛典，从“中国设计”“中国质造”“中国传承”三个板块切入，齐聚63个细分行业、2800个精选品牌。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但凡这种国字辈的活动，<span style="color: black;">常常</span>是一个企业的门面担当，做好了皆大<span style="color: black;">高兴</span>，做<span style="color: black;">欠好</span>其实是很容易搬起石头砸了自己的脚。<span style="color: black;">因此</span>从上到下来看势必要倾其全力做大活动影响力，<span style="color: black;">乃至</span><span style="color: black;">必定</span><span style="color: black;">道理</span>上说618<span style="color: black;">能够</span>不出彩，但中国品牌盛典是一件必须出彩的事情，京东显然<span style="color: black;">已然</span>从一开的策划中做好了各项准备。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">营销策略上来看，以‘中国品牌盛典’响亮的口号设置悬念吸引用户关注，邀请企业大佬、精神领袖、明星纷纷站台，阐述国品精神、深挖品牌故事，赋予延伸品牌内涵。利用怀旧营销等情感性表达手法<span style="color: black;">导致</span>用户共鸣和参与，最后<span style="color: black;">经过</span>视频+直播的综艺形式<span style="color: black;">加强</span>用户参与和互动，<span style="color: black;">从而</span>让活动进入高潮，<span style="color: black;">提高</span>活动影响力。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">详细</span>执行方面如下：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">a.<span style="color: black;">途径</span><span style="color: black;">宣传</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">APP首页开屏<span style="color: black;">宣传</span>、信息流<span style="color: black;">宣传</span>等铺天盖地，线下主流报刊、<span style="color: black;">宣传</span>栏的宣传自不必多说，<span style="color: black;">乃至</span>户外<span style="color: black;">宣传</span>都出<span style="color: black;">此刻</span>香港街头。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/icHOSb47jqpVPCYeEOiaPwU7HqoZEPlyYNGCpibHrMvCpiabxRzyB3ibC4RZul3uFaXOV9b6JNN93iavxH5TdFmeB85Q/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/icHOSb47jqpVPCYeEOiaPwU7HqoZEPlyYNmWmb40vcFJibCQxx70Sqaldnp0lFPXFun18urM0DxibZJQndguVWySGQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这一轮中场的营销<span style="color: black;">宣传</span>有一个特点：偏向情感式沟通。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>下方的怀旧海报，永久<span style="color: black;">自动</span>车、橡皮筋这些存在于人们童年记忆中的元素，一下子拉近了与用户的距离，让人觉得既亲切又易接受。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">b.双微互动</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在<span style="color: black;">博客</span>上，数十个品牌在当天以#厉害了我的中国品牌#<span style="color: black;">专题</span>发起联动,场面蔚为壮观。<span style="color: black;">同期</span>，品牌自家的宣传推广、各类KOL的软文应接不暇。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">c.品牌雇主短视频</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">站内，各大品牌<span style="color: black;">亦</span>是卯足了劲，给出了最实惠的价格和最品质的商品，品牌当家人亲自上阵安利<span style="color: black;">制品</span>，录制视频发来祝福和对618战绩的期望，颇有一番节日大联欢的味道。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">d.访谈大佬节目</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">京东此次邀请李宁、海尔、百雀羚等10位企业大佬打造了访谈节目《国品领袖说》，梳理企业精神、品牌理念、品牌故事，以情怀和情感<span style="color: black;">做为</span>与消费者沟通的语言。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">e.电商直播</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">电商直播<span style="color: black;">重点</span>侧重<span style="color: black;">制品</span><span style="color: black;">运用</span>场景的塑造以及消费者的<span style="color: black;">即时</span>互动。京东此次打造了三档直播综艺节目《厉害了！国货》《超级大放价》《魔法咖啡馆》，歌舞厨艺比拼、嘉宾现场亲测<span style="color: black;">制品</span>，分享购物经历，爱豆粉丝团回答犀利奇葩问题，网友的弹幕互动决定台上的一举一动，深度互动的形式让促销极具娱<span style="color: black;">阳光</span>感。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">同期</span>，京东联合了50家品牌及50位美女主播，组<span style="color: black;">成为了</span>全天候不间断的直播秀《<span style="color: black;">百姓</span>美女秀国货》。<span style="color: black;">经过</span>直播+综艺的形式，使得<span style="color: black;">制品</span>的介绍、经验分享变得更加<span style="color: black;">有效</span>，直接刺激消费者购买商品。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">如<span style="color: black;">这事</span>件营销的效果<span style="color: black;">亦</span>是<span style="color: black;">明显</span>的，当日百大中国品牌销量猛增200% 。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2）大牌撩王牌</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大牌撩王牌的活动则是<span style="color: black;">经过</span>明星+品牌的玩法来吸引用户目光。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">京东王牌代言十四弹，<span style="color: black;">每日</span><span style="color: black;">区别</span>的品牌专场邀请一位明星嘉宾<span style="color: black;">一块</span>直播互动。用户在打开京东app首页下滑后<span style="color: black;">就可</span>看到5s<span style="color: black;">上下</span>的明星动态代言视频。还<span style="color: black;">能够</span><span style="color: black;">得到</span>1张品牌优惠券。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">同期</span>，<span style="color: black;">每一个</span>品牌<span style="color: black;">每日</span>都有一场明星直播活动。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在618王牌直播<span style="color: black;">起始</span>之前，京东在线上推出了“明星直播等你来撩”的H5活动。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了看直播领千万红包最直接的刺激点之外，明星的直播互动内容由你来投票<span style="color: black;">选取</span>，是让蒋欣制作蒋氏菜肴还是让皇后娘娘蔡少芬show“港普”绕口令，<span style="color: black;">也</span>或是让吴尊男神秀搭配经。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这些有趣新颖的互动玩法，有效地拉近了品牌、明星和粉丝的距离，<span style="color: black;">极重</span><span style="color: black;">加强</span>了用户的参与感。加上KOL的投放和推广，成功为直播活动造势。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此次大牌撩王牌的直播收获了近千万粉丝围观，单次直播观看量最高达百万以上。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3）直播日</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6月17日，京东举办了大咖说趴明星直播活动，Angelababy、大张伟、陈赫、陈飞宇、姜思达等30余位明星大咖在京东进行12小时不间断的超长直播秀！这种感觉就像是倒计时迎接新年，有明星互动自然<span style="color: black;">亦</span>少不了安利<span style="color: black;">制品</span>，边看直播边加入购物车，直播变成京东618<span style="color: black;">营销</span>转化利器，李谷一老师一首“难忘今宵”，京东“城会玩”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">4.返场</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在618结束之后，京东举办了PLUS DAY 狂欢盛宴、超级单品日、各品类感恩返场等活动。借618热点榨取品牌营销价值。<span style="color: black;">同期</span>有心的制作了“京东618账单回顾”，进一步扩大活动影响力。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">4、</span><span style="color: black;">制品</span>运营的执行</strong></span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">说完了活动营销的执行环节，<span style="color: black;">咱们</span>来<span style="color: black;">瞧瞧</span><span style="color: black;">制品</span>运营的动作。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在 6.18 活动<span style="color: black;">时期</span>,京东对<span style="color: black;">全部</span><span style="color: black;">制品</span>的体验流程做了细致的优化，首页，活动页、单品页的设计<span style="color: black;">亦</span>极力凸显了最大化营销转化的思路，执行环节非常到位和细致。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">1.App 下载/更新</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">早在 5 月 18 日,京东就为今年的 618 做好了<span style="color: black;">制品</span>上的准备, <span style="color: black;">首要</span>icon打上了“618”的字样,并给到下载 app 的新用户一个直观的福利刺激——“新人免费领188 元优惠券”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另一</span>，京东 618 的<span style="color: black;">详细</span>活动日程出<span style="color: black;">此刻</span><span style="color: black;">制品</span>更新里，老用户<span style="color: black;">亦</span>能提前知晓。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">2.首页</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1）站内新人福利包</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户进入首页后，京东在用户未登录状态下全量push了新人专享大礼包，<span style="color: black;">同期</span>，首屏还推出了新人专享限时折扣和抢购商品等多种福利拉拢新用户。右上角的抢红包赫然<span style="color: black;">表示</span>，吸引用户点击，<span style="color: black;">经过</span>小游戏<span style="color: black;">加强</span>用户的互动和参与感。<span style="color: black;">同期</span>设置了分享<span style="color: black;">增多</span>3次机会， 鼓励用户分享传播。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2）页面的设计</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首页的设计有几点值得关注。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一是618主会场改变了去年放在底部栏中间tab位置的<span style="color: black;">状况</span>，换成放在banner位之下，用户进入首页后,视觉中心点落在主会场上，<span style="color: black;">提高</span>主会场到达率。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">二是底部栏的中间位置变<span style="color: black;">成为了</span>“觅Me”——一个内容社区，下面会<span style="color: black;">详细</span>聊到。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">三是领券的位置<span style="color: black;">亦</span>是在在视觉的核心焦点位，满足用户购物先领券的<span style="color: black;">需要</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">四是京东秒杀场，则<span style="color: black;">做为</span>吸引流量的大入口。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3）618血拼攻略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">618血拼决胜攻略，是一大亮点。“提醒我”的功能直接将消费者关注的重要时刻记录在日历中以便提醒，在站内打开我的日历能清晰完整的看到当日活动，不<span style="color: black;">错失</span>任何一个自己关心的活动。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4） 觅Me社区</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">觅me频道由精选，直播、关注、<span style="color: black;">名单</span>、社区、问答等几个栏目<span style="color: black;">构成</span>。觅me社区的诞生，<span style="color: black;">亦</span>标志着京东在内容导购升级方面的一个重要布局。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当下，电商平台内容导购<span style="color: black;">作为</span>新趋势，从单纯卖货转变成 “以人荐货”，消费者的购物决策场景<span style="color: black;">亦</span>从关注商品详情页描述发展到更加<span style="color: black;">注重</span>内容导购信息，更<span style="color: black;">注重</span>订阅关系的<span style="color: black;">举荐</span>，觅Me社区<span style="color: black;">经过</span>内容<span style="color: black;">精细</span>分流，为品牌带来<span style="color: black;">更加多</span>的<span style="color: black;">揭发</span>和成交。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>笔者观察到的一条kol发布的<span style="color: black;">文案</span>在<span style="color: black;">短期</span>内就有5万+的阅读量，<span style="color: black;">作为</span>当天母婴类专题中的亮眼存在，并且<span style="color: black;">经过</span>kol各自的真切体验，将<span style="color: black;">制品</span>的优点表现的淋漓尽致，从而为品牌带来<span style="color: black;">营销</span>转化。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">3. 活动页</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">活动页场景化设计还是很赞的。以手机专场为例，除了<span style="color: black;">平常</span>的疯狂秒杀、爆款热销手段外，京东还为用户<span style="color: black;">供给</span>了多种<span style="color: black;">选取</span>维度，如亲情关怀、工作<span style="color: black;">助手</span>、帮扶小组，此处的帮扶小组是一个社区，当用户不<span style="color: black;">晓得</span><span style="color: black;">怎样</span><span style="color: black;">选取</span>机型<span style="color: black;">能够</span><span style="color: black;">得到</span><span style="color: black;">有些</span><span style="color: black;">意见</span>和挑选指南。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">如此精细的运营策略自然<span style="color: black;">提高</span>了消费者决策效率。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">4.商品详情页</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在商品详情页，618元素营造节日气氛，商品小视频<span style="color: black;">宣传</span><span style="color: black;">加强</span>表现形式，标红的折扣信息刺激用户立即下单。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了吸引消费者购买，简单聊两个技巧。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1）爆品策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">经过</span>打造爆品来吸引用户的流量，效果<span style="color: black;">常常</span>是最<span style="color: black;">显著</span>的，在全品类<span style="color: black;">其中</span>，快消品<span style="color: black;">做为</span>爆品来打造最为<span style="color: black;">平常</span>，当然还有3C大件等<span style="color: black;">通常</span>用户对价格最为<span style="color: black;">熟练</span><span style="color: black;">敏锐</span>商品。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以清扬洗发水为例，在天猫超市清扬洗发水的的售卖是750ml47.5元 ,而京东超市则以750ml*2<span style="color: black;">同期</span>赠送赠品打包的组合进行营销。相比之下，优惠力度清晰可见。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但这不是最重要的，在爆品下方，<span style="color: black;">咱们</span>会看到另一款550ml清扬洗发水，价格若与爆品粗略计算是不划算的，就在这对比之中，消费者感受到了让利，加快了决策购买过程。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">仅此爆款商品的<span style="color: black;">评估</span>就已达到几十万条。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2）满减策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了<span style="color: black;">经过</span>一款爆品引来用户口碑传播，可能带来几十万<span style="color: black;">上下</span>的用户流量外，满减策略不失为<span style="color: black;">提高</span>APRU值得一个利器。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">举一个沙宣的例子，<span style="color: black;">按照</span>惠惠助手的数据监测，其<span style="color: black;">通常</span>售价在63.8元<span style="color: black;">上下</span>，而在京东满199减100活动中，<span style="color: black;">倘若</span>买一瓶显然是不划算的，买两瓶<span style="color: black;">亦</span>达不到199元的优惠标准，<span style="color: black;">最少</span>需要购买3瓶<span style="color: black;">才可</span>达到优惠的额度，如此一来，用户的APRU值<span style="color: black;">已然</span><span style="color: black;">提高</span>了3倍。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">5.购物车</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">618专享折扣、白条免息、凑单免运费、比加入时降价xx元、加价购、为你<span style="color: black;">举荐</span>等提示信息层出不穷，目的是为了缩短用户购买决策所花的时间，<span style="color: black;">提高</span>订单转化率，<span style="color: black;">同期</span>在购物结算的最后一个环节尽可能地拉升<span style="color: black;">营销</span>额。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了以上的<span style="color: black;">基本</span><span style="color: black;">必须</span>的营销策略外，京东app内容还有其他<span style="color: black;">花招</span>玩法。<span style="color: black;">例如</span>搜索任意品牌名<span style="color: black;">叫作</span>可能会砸到彩蛋，领取品牌专享优惠红包，<span style="color: black;">例如</span>分享商品给好友，再次返回京东APP,<span style="color: black;">能够</span>收到赠送的京豆红包。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总之，京东在消费者购物流程的每一个细节上都做了足够扎实的运营。</span></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">5、</span><span style="color: black;">有些</span>意外和总结</strong></span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以上，则是笔者观察到的<span style="color: black;">这次</span>京东618完整的操盘<span style="color: black;">规律</span>和<span style="color: black;">详细</span>的运营细节。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">写到<span style="color: black;">这儿</span>，忽然有一个问题在我脑海中盘旋：在历经<span style="color: black;">一月</span>的618活动过程中，大<span style="color: black;">体积</span>小的活动数<span style="color: black;">不堪</span>数，有<span style="color: black;">无</span>一个关键活动或事件<span style="color: black;">作为</span>此次营销战线的一个拐点，经此拐点，<span style="color: black;">全部</span>盘面大幅拉升？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是一张618当天下午笔者观看京东直播截下的图，从曲线图来看，在618之前，数据是缓和<span style="color: black;">提升</span>的，直到618当日，数据<span style="color: black;">起始</span>直线陡增，符合数据增长规律，并不意外。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">笔者又<span style="color: black;">查找</span>了京东618的百度指数表现，虽然<span style="color: black;">不可</span>精确的<span style="color: black;">暗示</span>用户对618的关注度，但<span style="color: black;">最少</span><span style="color: black;">能够</span>在<span style="color: black;">必定</span>层面上反映消费者关注的区间在哪里，以及<span style="color: black;">咱们</span><span style="color: black;">能够</span>看出此前的营销事件带来的热度效果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这张表上我<span style="color: black;">选择</span>了3个峰值点以及分贝对应的时间。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">A-6月1日，B-6月6日，C-6月10日。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">回顾活动日程，6月1日迪士尼品牌盛典，6月6日中国品牌盛典，6月10日的前一天是超级秒杀日。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">整条曲线的<span style="color: black;">第1</span>个小高峰是在六一，此后5天内<span style="color: black;">公众</span>讨论热度缓慢下降，直到6月6日中国品牌日数据有轻微回升，<span style="color: black;">然则</span>在8号之前<span style="color: black;">始终</span>处在<span style="color: black;">安稳</span>的状态下，6月9号，超级秒杀日<span style="color: black;">起始</span>，在短暂的一天内数据曲线直线拉升，搜索指数进入一个新台阶。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是一张令我比较意外的图，<span style="color: black;">由于</span>按道理讲，6月6日投入的宣传力度<span style="color: black;">最少</span>是<span style="color: black;">能够</span>创造一个新台阶的拐点的，然而并<span style="color: black;">无</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">实质</span><span style="color: black;">状况</span>下是大<span style="color: black;">都数</span>人更加关心让利秒杀，“超级秒杀”四个字足以秒杀“中国品牌盛典”这种可能跟自己联系并不<span style="color: black;">非常</span>紧密的活动。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>，回到营销的本质上，<span style="color: black;">大众</span>都在谈消费升级、电商升级，那<span style="color: black;">寓意</span>着什么呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是不是说<span style="color: black;">不消</span>管价格，只要拿出精选好物消费者自然跟着来了？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">又<span style="color: black;">或</span>，是不是说甭管电商升级消费升级这些概念，价格永远是王道？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">假设<span style="color: black;">全部</span>618就以“超级秒杀”“低价”<span style="color: black;">做为</span>活动主题，你<span style="color: black;">是不是</span>会感兴趣？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">问题的答案不是非此即彼的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">价格就像一层外衣，<span style="color: black;">日前</span>来看会<span style="color: black;">始终</span>是吸引眼球的不二法门，但落到实处，人们真正追寻的，从来不是低价噱头，而是商品永恒不变的价值。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">消费升级给营销带来的变化是从过去单一的<span style="color: black;">制品</span>价值输出转向用户和<span style="color: black;">制品</span>的双向沟通。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">消费者自然是愿意为讲好一个故事的品牌、<span style="color: black;">公众</span>认可的好物，以及一个承载着好物概念的平台付出溢价的，这<span style="color: black;">表率</span>着消费者的精神追求。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个道理，就像是去超市买菜，超市会用灯光、高档的装载<span style="color: black;">摆设</span>柜，并且把<span style="color: black;">鲜嫩</span>的<span style="color: black;">果蔬</span>蔬菜包装的<span style="color: black;">尤其</span>好看，而去菜市场买蔬菜<span style="color: black;">果蔬</span>，聪明的商家总会额外在结算完后多赠送<span style="color: black;">有些</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">商场</span>经营的本质似乎从未<span style="color: black;">出现</span>过变化。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不外</span>是从一个摊位变<span style="color: black;">成为了</span>一个由无形的手操控着的电商森林。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">—— END ——</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">作者：StarYan先生，互联网圈内土生土长的运营汪一枚，以字自省笃行，欢迎相约交流，<span style="color: black;">微X</span>公众号：MRstaryan。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本文由 @StarYan先生 原创发布于人人都是<span style="color: black;">制品</span>经理。未经许可，禁止转载</span></p>
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