E-commerce seeks growth in the stock market, and users choose the best value among the best value

Competition is fierce in the Internet world. Recently, the name controversy between Douyin Mall Super Value Purchase and Tmall 99 Super Value Purchase has become a hot topic, and the competition between brands has attracted a large number of netizens to watch. This article explores the phenomenon of netizens watching caused by brand competition in the Internet world, and analyzes the competition strategies between brands and consumer psychology. It is suitable for students who want to understand brand marketing strategies.

Where there is the Internet, there is the world, and where there is the world, there are netizens who love to make fun of things. Recently, Tmall just changed the name of 99 Bargain Festival to 99 Super Value Shopping, and some friends with fast Internet speed came out to complain about the previous Douyin Mall Super Value Shopping:

In this regard, some onlookers expressed their joy: Your two names are the same. Although I don’t understand this, I can reap the benefits while watching the show. This trip is worth it!

There are even some netizens who are not afraid of trouble and secretly made a birth certificate for Douyin Mall Super Value Purchase, and went to the Tmall Super Value Purchase Weibo topic to ask Tmall to V me a birth certificate.

Wow, the topic of Tmall's 99 Super Value Shopping is #99拿你的小九九#, and the netizens who defend Douyin Mall Super Value Shopping have come up with a Weibo topic #超值纯血无小九九#. In just 24 hours, the total number of views of the related topic words has reached nearly 10 million, and the real-time popularity has reached 5. Isn't it amazing? Anyway, I don't believe that the copywriting level is not level 10!

Of course, netizens’ imaginations are brilliant, but I believe that it’s not a big deal if the names are the same. As a hot search in Hangzhou, the capital of e-commerce, said, who is the “great value” ultimately depends on who is more worth it.

While watching the fun, Mr. Bingfa couldn't help but think of the previous operations where Sam's Club set up a stall downstairs of Hema headquarters, and Taobao put its own advertisements in the subway station closest to Pinduoduo, which seemed to have attracted a lot of netizens to watch and make fun of it.

So, a bunch of questions popped up in my mind: Why do the marketing campaigns of brands from all walks of life always attract a large number of viewers? And why is the competition between brands now becoming more and more direct, such as competing for memberships and competing on price?

1. The reason why netizens watch and eat melons is that they want to have fun and also want to be economical

Hema and Sam's Club have been fighting back and forth in recent years, and their battle is still going on. In the past month or so, Hema has launched many popular products sold by Sam's Club, such as Swiss rolls and mochi, and the prices are lower than those of Sam's Club. In this regard, Hema calls it the "Mountain Moving Price". Although Hema officials said that it was to play the spirit of Yugong moving mountains, in the eyes of netizens, it is still believed that this name is obviously a reference to Sam's Club, which has attracted comments from netizens: high-end business wars often take the simplest way to open.

It is worth mentioning that while Hema and Sam's Club are fighting fiercely, Meituan and RT-Mart have also quietly joined the battle. Meituan took the opportunity to launch the "tug-of-war price", while RT-Mart, jealous of the hot discussion among netizens, launched the "no-argument price". Everyone seems to want to get a piece of the pie in this huge traffic frenzy. It has to be admitted that what is behind this is that the giants have entered the era of stock game - in the era of stock competition, the giants are bound to take food from each other.

From the user's perspective, the love-hate collisions between brands in direct competition often combine storytelling, fun and topicality, and just hit the emotional point of the younger generation of consumers who grew up under the interweaving of the Internet and various subculture circles, which can effectively alleviate the aesthetic fatigue of users. For example, Tmall named this year's 99 Bargain Festival as 99 Super Value Shopping, which attracted Douyin Mall Super Value Shopping users to stand up and "compete for fame" for the brand. This matter itself is very topical on social media.

Subsequently, Douyin Mall Super Value Purchase also responded to the social topic in a mechanical way, claiming the identity label of "real bloodline, no ulterior motives", and based on user demands, upgraded the Douyin Mall Super Value Purchase channel's original 10,000-person group activity at 8 p.m. every Friday to Sunday, from single-category goods to official subsidies for all-category big-name products - each item is clearly marked with the subsidized price, the ultimate bare price and what you see is what you get, without any routine, which can be said to have directly aroused the netizens' enthusiasm for watching the excitement.

Of course, consumers are very happy to see this. They bought out all the goods in Douyin Mall's super-value group purchase without hesitation. Even after several rounds of replenishment, they still couldn't satisfy consumers' appetite. Some netizens even joked that spending less money is equal to making money, and they would rather eat dirt to get this super-value event first.

There is no doubt that in the stock market where consumption is declining, price is usually the first factor that consumers consider when making purchasing decisions. Big brands often mean higher quality, taste, and better service, and often have a certain brand premium. Therefore, many consumers will equate "big brands" with "high prices" in their inherent cognition. Douyin Mall's super-value shopping group of 10,000 people has introduced popular products from the top brands in the industry in various categories. Through official subsidies, consumers can buy good products from big brands at affordable prices. Obviously, it is also a way of bargaining in the stock era.

2. Douyin Mall’s super-value shopping drives a positive cycle of big brands selling at low prices

Low price is becoming a keyword for retailers and e-commerce companies to compete for traffic. From the perspective of the entire market, the low-price strategy is the result of fierce market competition. But whether it is Hema or Sam's Club, Tmall 99 Super Value Purchase, or Douyin Mall Super Value Purchase, once the prices of all parties are basically close to low prices, they will always compete with each other in terms of hard power behind them, such as retail supply chain, differentiation, e-commerce content marketing and service capabilities, etc. The focus in the future should undoubtedly be on how to better serve the target customer base.

In fact, it is not just the e-commerce retail giants that are entering the era of stock game. For merchants and brands, in a fully competitive market, how to use forms that are popular with the audience and combine products to attract traffic, and the continuous operation of sales after traffic conversion, such as the improvement of product quality, order fulfillment and after-sales services, will also be the key to future competition. Speaking of this, we have to mention Douyin Mall Super Value Purchase.

From the perspective of marketing tactics, Douyin Mall's Super Value Purchase takes "big brands at low prices, official subsidies" as its core concept. It not only grasps the essential needs of increasingly rational consumers and strives for more traffic in the e-commerce melee, but its 10,000-person group may also effectively help merchants save trouble and worry on the shelves, so that they can focus more on serving consumers and enhance users' brand loyalty and repurchase rate.

On the one hand, Douyin Mall’s Super Value Purchase brings together subsidies from big brands and hot-selling categories, and provides merchants with priority presentation under the “Super Value Purchase” label in search channels, front-ordering of channel products, and priority recommendations in brand/theme areas, bringing more exposure and more accurate traffic to vertical merchants.

On the other hand, in addition to the exposure brought by the core mentality of "big brands at low prices, official subsidies" on the shelves, Douyin Mall Super Value Purchase regularly launches promotional activities to help merchants create growth. In addition to the theme promotions of various industries and brands, the recently launched group activities of 10,000 people every Friday to Sunday are backed by the grass-planting advantages of interest e-commerce, assisted by interest-oriented big data, combined with the professional advantages of industry waiters and the deep supply chain advantages, to select the products that users of each category are most interested in, and present them to consumers at subsidized low prices, to build a more direct and simple bridge between brands and users.

In this way, in the people, goods, and market ecosystem established by Douyin Super Value Shopping, merchants can devote more energy to various aspects such as products, logistics, and after-sales, thereby improving service quality and ultimately benefiting consumers. The high-quality shopping experience obtained by consumers will be fed back to the transaction chain, improving data such as repurchase rate, increasing the benefits of merchants, and ultimately forming a positive cycle.

3. Conclusion

In Mr. Bingfa's opinion, the reason why consumers like to watch the love-hate relationship between brands is more or less because they subconsciously believe that full competition between brands can allow them to buy good things at low prices. From this perspective, the combination of "big brands at low prices and official subsidies" of Douyin Mall Super Value Purchase can be said to accurately grasp the inner demands of users. Furthermore, Douyin Mall Super Value Purchase seems to hope to build a good platform ecology based on this, that is, to enhance the low-price mentality and benefit consumers through constantly enriching operational activities, and at the same time, multiple means also take into account the orderly development of the merchant ecology, which brings benefits to merchants and consumers' consumption experience. I believe that both consumers and merchants are happy to see this, and we also hope that it will bring us more surprises in the future.

Author: Mr. Bingfa, WeChat public account: Marketing Bingfa