Is Netease YEATION's withdrawal from the Double Eleven a stunt or not?

This year's Double Eleven is different from the past. This year is divided into two waves, the first wave is from November 1st to 3rd, and the second wave is on November 11th. Surprisingly, on November 4, 22, the first round of the Double Eleven just ended, and there was still a week before the Double Eleven Shopping Festival. Netease YEATION, who had been silent for a long time, made a decision that shocked everyone.

at 18: 48 pm on November 4th, Netease YEATION announced that Weibo would withdraw from this year's Double Eleven. Netease YEATION said in the Weibo that this year's Double Eleven will not do complicated preferential games, but there will be the largest subsidy for the whole year; There is no cat Gai Lou, team PK and gesture map, but the goods prepared by double 11 that day are copied at the reserve price throughout the year. It also stressed that I hope consumers can take their own path and not be complicated.

Although Netease YEATION has never been the main battlefield of the Double Eleven, it is undeniable that its practice is really surprising, so it quickly boarded the hot search. I don't know if you realize that the statement that "there is no cat Gai Lou, team PK and gesture map, but" the maximum subsidy for the whole year "is obviously a friendship. As for Netease YEATION's withdrawal from the Double Eleven, netizens have different opinions.

it's so convincing that many people believe it. Some netizens said, "Very good, I like this simple and direct way", but some witty people who eat melons said that "it is not appropriate to really want to quit, maybe they want to take advantage of hot search for alternative marketing and step on enemy e-commerce". The author also opened the Netease YEATION APP in his hand, with the logo of "1111" on the cover and the pre-sale advertisement of "1111" on the front page banner, and "double 11" jumped into the eye with strict selection of materials. I have to say that Netease YEATION has made a "thirty-six plan" this time.

more importantly, the most controversial point of this incident is that it is in the period of ant "storm", and the Double Eleven, as the first promotional festival held by Alibaba's Taobao, is also at the forefront. Netease YEATION suddenly announced its withdrawal from the Double Eleven, which made many people doubt its intention. In this regard, the industry said that Netease YEATION's action this time is a commercial act, although it has nothing to do with right or wrong, but it is undoubtedly sprinkling salt on the ant wound.

In fact, this is not the first time that Yun and Ding Lei have "made friends". In 26, Ma Yun just founded Taobao, and was competing for the market with eBay, the industry leader. In order to broaden the channels, Taobao made a lot of publicity on the major portals at that time. In order to prevent his opponent eBay from using the same tactics, Ma Yun personally persuaded the major portals to only accept Taobao's advertisements, but embarrassingly, Netease, one of the three major portals in China, appeared the advertisements placed by eBay.

In p>211, there were also negative news about Ma Yun on Netease portal. After two conflicts, the relationship between them reached the freezing point. Since the first world internet conference in 214, Ma Yun has never appeared at the Wuzhen dinner in Ding Lei.

Netease YEATION was born in April 216. Since its launch, it has been a "favorite" star product in Netease. Ding Lei, the boss, often used his personal account to advertise for it, and even appeared in Wuzhen Internet Conference in the shape of YEATION. With the efforts of many parties, Netease YEATION, who emphasized the concepts of "big-name manufacturer" and "ODM", was quickly known to the public. However, the good times did not last long. With the rise of similar e-commerce companies such as Xiaomi Youpin, the market space of Netease YEATION is getting smaller and smaller, and today's Netease YEATION can almost be said to have stepped off the enviable altar.

In a word, the Double Eleven was originally a feast between giants. Netease YEATION barely participated in it for several years, but it had little sense of existence. Under the pressure of this year's environment, Netease YEATION withdrew from the "double 11", which can be said to be a brilliant move and a helpless move.