With the advent of the Internet era, traffic has become a "wealth password", which is an important asset of major e-commerce platforms in the Internet era. The Tmall volume exchange activity (Tianhe plan) and the festival alliance plan are the e-commerce joint promotion models launched in response to this situation.
What is the volume exchange
Tmall Exchange Activity (Tianhe Plan) is a Tmall brand joint marketing plan, brand merchants in their own purchase of advertising resources for Tmall visual elements (VI) implantation, so that Tmall brand and merchant brand to carry out a joint **, Tmall will according to its advertising resource value, the corresponding proportion of the value of Tmall resources** traffic.
The Jiemeng plan is the only large-scale volume exchange project of Douyin e-commerce, which aims to build a win-win situation with the brand at the marketing level, and unite the resources of both parties to achieve common development. When the brand places advertisements on off-site resources, it can add visual elements of Douyin** or direct traffic to Douyin** to redeem Douyin on-site traffic.
Example of back-to-image - Panasonic high-speed rail resource delivery.
Comparison of SkyTeam and Festival coverage
The Tmall volume exchange activity (Tianhe Plan) is based on the merchant's own purchase** investment resources, and the coverage is low. In contrast, the Jiemeng plan covers a wider range of resources that can be invested in the brand, not only covering elevators, TV TVC, cinemas, OTV, LCD, waiting hall light boxes, shopping malls, airports, high-speed rail, subways, buses, online digital media and other media resources, but also offline resources such as offline stores, pop-up stores, product gift box packaging, as well as social resources such as Weibo, ** and other official social channels, and even cinemas, variety show implantation, rural wall painting resources, urban and rural coverage.
Example of return to the picture - Steak Preservation Bureau elevator resource delivery.
Comparison of resource efficiency between TRW and JW
Tmall volume exchange activity (Tianhe plan) can only provide pit resources in the station, such as hand Tao first pit frame 4, **Tmall PC focus map, etc., these are themselves non-commercial resources, and the general brand can apply for an activity for Xiao Er, and it can be obtained without spending money, and the click rate of pit resources is 02%-0.3%, the drainage efficiency is relatively low. The resources of the festival alliance plan include open screen resources, brand product resources, Douyin** domain resources, Qianchuan resources, etc., under the same amount of brand investment, the value of the festival alliance currency ** is 125 times, the drainage value is 125 times.
Tmall volume exchange activities (Tianhe plan) and festival alliance plan are important ways for e-commerce platforms and brands to cooperate, which can help brands get more traffic and opportunities, and at the same time improve the brand's advertising effect and delivery accuracy. However, comparatively speaking, the Alliance Alliance program has more advantages in terms of coverage and resource efficiency.