More and more B2C websites had registered Sina Weibo Enterprise accounts, they already started marketing warfare on Sina Weibo. By analyzing three keywords mentioned on Sina Weibo which were promotion, discount and group buy, we found that these keywords mentioned times kept going up in 2013. Enterprises shared more relative information with Weibo users.
Sina Weibo B2C Business Environment
In 2013, top 10 Sina Weibo B2C websites in short links sharing accounted for 75.1% of total. Tmall alone accounted for 34% of total short links. The short links sharing was related to B2C enterprises’ fame and products, but also related to the stimulus of promotion activities. Enterprises offered more discount and coupons would get more sharing from Weibo users.
However, the clicks of top 10 B2C websites short links were divided into three groups. In the first group, Tmall gained 13.3% of clicks for its high sharing rate. The second group included Vipshop, Suning, Gome, Moonbasa, Yintai and Jiuxian, with approximately 10% of clicks. The third group was consisted of Amazon China, Jingdong and 51buy.
Jiuxian and Moonbasa ranked top in clicks per link, Jiuxian averagely had 3,512.17 clicks per short link in 2013. B2C websites with high sharing rate like Tmall and Jingdong had relatively low clicks per link.
Weibo Double 11 Promotion
On Double 11 2013, which was November 11 2013, Tmall was the winner with 35 billion yuan (USD 5.72 billion) transaction, Jingdong, 51buy and Amazon China all achieved significant sales growth.
During Double 11 promotion period, Tmall had the highest awareness on Weibo, then followed by Jingdong. Weibo mentioning times of B2C websites was in direct proportion to Double 11 sales.
B2C Weibo enterprise accounts also posted a large sum of posts on November 11 2013, sending promotion and discount offerings to consumers. Most of Tmall Weibo posts were about sales achievements and good news, jumei posted a lot about promotion activities on November 11 2013.
Jumei and dangdang’s reposts were mainly rewarding posts, which means consumers who reposted these weibo might have a chance of winning prizes. Tmall’s weibo were more about industry news, and it gained a lot of reposts and comments.
As for short links sharing, Taobao and Tmall’s highest short links sharing came on November 7, 2013. Other B2C websites, such as Jingdong, Amazon China and Yihaodian’s highest short links sharing came on November 11, 2013. And Tmall, Taobao, Suning and Amazon Double 11 short links sharing increased over 200% compared to October average daily short links sharing. Taobao short link clicks began increasing on November 10, jumei, Suning and Gome had really close short links clicks on November 11 2013. While Jingdong, dangdang and 51buy short links clicks were quite low in amount, Yihaodian successfully avoided the peak on November 11 and its clicks hit apex on November 5 and then went down.
B2C Promotion in June 2013
In June 2013, many Chinese B2C enteprises launched promotion plans. Tmall started on June 13, followed by Suning on June 15, and dangdang on June 16, etc.
Tmall Weibo short links sharing during June promotion period ranked the top, leaving competitors far behind. Dangdang, Jingdong, 51buy and Suning’s short links sharing all reached the peak on June 18 2013.
In short links clicks, Tmall, Amazon and dangdang ranked the top three in June 2013. And almost all B2C websites short links clicks reached the peak on June 18, 2013.
Major 6 B2C websites clicks per link in June promotion period averagely surpassed 1000%, Sina Weibo achieved good traffic driving effect. Dangdang, Jingdong and 51buy had higher traffic driving effect because of their high posts quality.
Tmall and Jingdong had the highest mentioned times on Weibo, the other B2C enteprises mentioned times were quite low in June promotion period.