Paidai.com: E-commerce Weibo Index

1. Weibo Index Release and Brief Summary

The original intention of the author @士能辱不能杀 to publish the Weibo Index is to better compare the amount of Weibo topic dissemination of various vertical e-commerce companies in the vertical field, so as to explore and study the Weibo dissemination share of the market segment under the premise of consistent user group variables.

Therefore, we publish the statistics and analysis of the Weibo index in this sub-segment. (Those with a Weibo index less than 500 will be ignored and not counted). There are group buying communities and so on. If you need to add them, please give us your suggestions! Note: This data was collected at 16:00 on November 30, 2011

JD.com accounts for 67%, which shows that the marriage with Sina Weibo and the endorsement of Sun Honglei have made it break through to a higher level. Among them, "JD.com coupons" and "JD.com activities" account for nearly 12%. Therefore, the results can be regarded as normal, and there are no major Weibo-specific activities. The Weibo content in Yixun search results is mostly concentrated on user posts.

In fact, Huaqiangbei Online shows the charm of its Weibo leader. Its leader, Huaqiangbei, with 40,000 fans, also occupies a seat in the 3C category, which shows its operational capabilities. In the Weibo index, current events or major news of e-commerce companies will receive a very high boost in the industry comment section.

2. Shoes and sports

LeTao is approaching, and coupons and activities account for about 15%. Many of them are spontaneous by users. The Weibo index of the usually low-key shoe auction website has greatly increased, and Yougou, which has been hotly discussed by the media recently, has also shown an upward trend.
The operation team of Haolemai is good and seems very low-key. Media reports and video promotion are their powerful weapons.

3. Alcohol

Due to the high difficulty of channels and logistics, there are not many e-commerce companies in China. Yemaijiu accounts for 50%, and the proportion of Weibo content about coupons and activities exceeds 50%. The investigation found that Yemaijiu is promoting the Weibo activity "Meet Beaujolais, are you a Yemaijiu girl?" Weibo forwarding activity, and the effect is obvious.

The three of them can be said to have divided the world into three parts

4. Luxury goods

Luxury goods have been getting VCs one after another recently. Judging from the data on Weibo, the competition is indeed very fierce, with the market divided into four parts. Judging from the content on Weibo, the bombardment of luxury goods has also shown some results.

5. Cosmetics

Seeing the fierce competition in the cosmetics industry, Jumei Youpin’s president marketing is a classic practical case. The 0-yuan lucky draw, Ye Hui’s proposal, etc. have helped it firmly take the top spot.

The next three are almost on par with each other. Lefeng.com has strong media capabilities and a beauty group, but the results are not very ideal. Recently, Li Jing has frequently appeared to promote Lefeng.com, which has gradually increased its index.

PBA's Weibo is very average, but most B2C distributors should learn from him.
I have seen that NALA Weibo is relatively active with such a number of fans, and the momentum is very strong and has been rising, with a trend of surpassing Lefeng and PBA.
Tiantian.com has always felt very bland and there is nothing special to say about it.

Strawberry Pie Finally, Strawberry Pie is on the list, but a lot of it is due to the cooperation with Mogujie. Its leader is very unique.

6. Jewelry

Kelan, Davidini and Diamond Bird take the lead. A large part of the communication volume of Davidini’s Weibo index comes from the extremely active chairman @DavidiniNiewenbiao. In @ and being @ed, the keywords frequently fall on Mr. Nie’s Weibo name.
Kelan Diamond and Diamond Mini main promotion and joint activities have good results. One of the Weibo accounts updates too frequently. . .

7. Women's underwear

The survey included: Monbacher, Lanmiu and Monroe Fashion.
Mengbasha wins in three aspects: 1. Coupons; 2. Activities; 3. Distribution channels. The index of coupons and activities accounts for nearly 50%, and the powerful Taobao store distribution should not be underestimated.
Lanmiu also cooperates with each other repeatedly, and these two companies account for more than 98% of the index

8. Clothing

In the clothing vertical, Vancl is undoubtedly the best. Similar to JD.com, Vancl’s spread through industry reviews accounts for a large proportion, and the total of coupons and activities accounts for about 10%. Vancl body, but you have to know that not everyone can do it, and the influence of those celebrity endorsements...

Although the model of Masa Maso is talked about by its peers, it is relatively low-key on Weibo, and is not much different from the start-up brands Chuke and Weimian. Mecoxlin is also doing well and has many activities with good results.

IX. Community

Mogujie and Meilishuo both have more than 2 million users, and are models of community websites. Duitang has also carved out its own path among Meilishuo and Mogujie, which shows that it is extraordinary and has divided the world into three parts.

10. Group Buying

Lashou and Meituan are on par with each other. QQ group is extremely low, with about 300,000 competitors, while QQ is only a pitiful 8,000

Another interesting thing is that although Lashou and Meituan have an equal share, their methods of winning publicity are different:

LaShou: There is a lucky draw event where you can win an iPhone 4s for free. The event is set up with prize draws every day. The users have high stickiness and participate frequently. It also makes full use of the Weibo sharing function (you can get a chance to win a lucky draw just by sharing and inviting), which greatly taps into the users' enthusiasm for sharing and promotes the brand and the event. However, the last time LaShou could not be opened, the official Weibo did not announce anything, which had a huge impact on it.

Meituan: Relying on the long-tail promotion of large, medium and small group purchase guides and advertising alliances, and launching activities of inviting one user to win a lucky draw for different products in officially certified regional stations, plus the local Meituan in various places, its power can be seen

In terms of activity methods, the two are similar to invitations or lucky draws. However, for the same iPhone 4s, the sharing effect of Lashou is significantly better than that of Meituan, or better than the page sharing function. The forms of expression are different: Lashou only provides Sina and Tencent Weibo, while Meituan also provides Douban, Renren, Kaixin, etc.; the sharing part of Lashou is more detailed, while the sharing part of Meituan is just a function display.

In addition, Meituan also launched a camera sharing app with a similar approach. With powerful channels and alliances, it brought a relatively objective amount of dissemination.

VIA Paidai.com @A scholar can be humiliated but not killed