3 6 Ke·2025-08-07 02:36Core Insights - Taobao Flash Sale has rapidly signed 15 celebrity endorsements within three months, significantly outpacing competitors like Meituan and JD, which have only secured 5 each this year [1][10][16] - The strategy of Taobao Flash Sale focuses on broad exposure through multiple celebrity endorsements, contrasting with Meituan and JD's more targeted approach [13][16] Group 1: Celebrity Endorsements - Taobao Flash Sale has engaged top-tier celebrities such as Yang Mi and Li Xian, as well as emerging actors like Li Landi and Meng Ziyi, to enhance brand visibility [1][9] - The total estimated cost for the 15 celebrity endorsements is over 100 million yuan, indicating a significant investment in marketing [10] - The diverse selection of celebrities aims to maximize reach across different demographics, leveraging their fan bases to attract a wider audience [14][15] Group 2: Marketing Strategy - Taobao Flash Sale's marketing strategy includes extensive advertising across various platforms, including public transport and city landmarks, to ensure high visibility [5][11] - The platform has launched a substantial 50 billion yuan subsidy plan to attract users, promoting various discounts and offers tied to celebrity endorsements [15][18] - In contrast, Meituan and JD focus on fewer endorsements with a strategy aimed at creating strong brand associations with specific celebrities [16] Group 3: Competitive Landscape - The competitive landscape is characterized by aggressive marketing tactics, with all three companies—Taobao Flash Sale, Meituan, and JD—utilizing celebrity endorsements and substantial subsidies to capture market share [20][21] - The market dynamics are shifting towards a focus on user experience and supply stability, as highlighted by industry experts, suggesting that long-term success will depend on these factors rather than just promotional spending [21]