On 2nd Jul., the advertisement of 360buy.com which lasted for 15 seconds was unveiled to the public in the World Cup Feast show broadcast in CCTV-5. Besides 360buy.com, the most frequently seen Internet company advertising during the World Cup was the one made by QQ.com with Lionel Andrés Messi as the spokesman. Nowadays, it is frequent to see Internet shopping websites, searching engines and web portals such as Taobao.com, Alibaba.com, Baidu.com and Sohu.com to advertise on TV. However, what is the purpose indeed for the entrepreneurial creative electronic business like 360buy.com to advertise during the World Cup?
At present, 360buy.com is the largest electronics business website for 3C products (3C refers to computer, communication and consumer electronics), but 360buy.com is not satisfied by this as it had begun to march into daily commodity market since last year.
There exists a link between B2C online shops and 3C products and this became a main breakthrough point for B2C. However, the case is different when it comes to daily commodity as the main consumers would be those offline. How to motivate the offline buyers to buy daily goods online? Without doubts, traditional media are the best option: television, newspaper, outdoor advert, vehicle body advert and light box advert, etc.
Therefore, advertising during the World Cup could rapidly radiate 360buy.com’s branding to offline consumers, so as to help building a comprehensive B2C pattern. Since 2010, 360buy.com has conducted many times of brand marketing through traditional channels, including sponsoring Chinese Super League (Zhongchao) and Formula 1 matches. It is getting more obvious that 360buy.com intends to further take their business offline.
Traditional enterprises need networking of marketing and sale mode, while, on the other hand, Internet companies cannot remain intangible in virtual castle and need to transfer its influence from cyberspace to the high street. Electronic business is the best form for transition. B2C companies like 360buy.com could work as a bridge for traditional enterprises targeting Internet retail channel and vice versa. Meanwhile, Internet companies would also need powerful traditional media like CCTV to help maximizing its position rooted in consumers’ heart.
Currently, 360buy.com started to have CCTV to pave way for its B2C and launch services like 211 Express, After-sale 100 and nationwide door-to-door delivery. This indicates that it has become confident in its logistics and storage. Can 360buy.com stand the increasingly harsh logistics and storage challenge? Let’s wait and see.