how alibaba sold $9.3bn on 11/11
TRANSCRIPT
STRATEGIES THAT
SELLHow Alibaba sales Hit $9.3 bn on 11/11
NYU Competitive Strategy Class Individual Presentation Prof. Tariq Khan
Presented By Elsa (Ying) Wang @elsamushroomgir [email protected]
AGENDA
BACKGROUND
SITUATION ANALYSIS
STRATEGY
RESULTS
BACKGROUNDWhat is Alibaba?
What happened on 11/11?
“It is a marketplace, search engine and bank, all in one.”WHAT IS ALIBABA?
The Largest IPO ever
Raised $25 Billion
“I never thought the money I have belongs to me.
It belongs to society.” -Jack Ma
MISSION
VISION
To make it easy to do business anywhere
To build the future infrastructure of commerce
11/11
“Singles Day ” or ”Anti-Valentines Day ”
Online shopping festival
SITUATION ANALYSISSWOT
Persona
WEAKNESSES
STRENGTHS
Credibility
Service
Price
Alipay and Taobao’s support
PERSONAAlice
24
Single
Teller @ Bank, moderate income
Active online, 1400+ followers @weibo
Busy, time crunch
Smart, price matching
Spent ¥30，000 online last year
STRATEGYSocial Media
Promotion
STRATEGY
BIGGEST Sale Annually,
only ONE DAY
#Mydouble11 Fightting!
SOCIAL MEDIA BUZZ“Is 11.11 really cheaper?”
“Reveal” the real sale
“What should we buy on 11/11?”
Recommendation lists went viral
Mysterious Gifts
PROMOTIONFirst, dig holes in users’ pockets
Win bonus for filling Alipay Accounts
“It’s stupid to put your money in your savings account. Even though the chance to win the bonus is really small due to the large volume of accounts, there is nothing to lose if you don’t win one. ”
someone won ¥100 bonus money after filling ¥300
PROMOTIONHourly Sec-kill Product
Over 90% off
Samsung 4G memory card ¥1.9 = 30cents
OTHERS
Physical stores embrace 11.11
Celebrities’ picked
Coupons
RESULTS
RESULTSSold $9.3 billion,
42.6% were payed by mobile devices.
Broke two Guinness World records
Most (1,894,867) mobile phones sold in a single online platform in 24 hours
Highest online retail sales ($9.3 billion) in 24 hours in a single company
Heavenly Cat
Money Cat
Thanks!
Feel free to ask me if you have any questions about digital marketing, SEO/SEM, business in China.
@elsamushroomgir [email protected] www.linkedin.com/in/elsawangnyu/
REFERENCEhttp://www.forbes.com/sites/ryanmac/2014/09/22/alibaba-claims-title-for-largest-global-ipo-ever-with-extra-share-sales/ http://projects.wsj.com/alibaba/ http://tech.sina.com.cn/i/2014-11-11/03309778862.shtml http://www.marketwatch.com/story/alibabas-singles-day-bigger-than-black-friday-2014-11-10 http://www.zhihu.com/question/20573715/answer/20006203