Launched "zhongcao W11," a digital sales promotion support service for "Double Eleven," China's largest e-commerce market, compatible with Tmall and JD.com.

ELIFE INC.(HEADQUARTERS: SHIBUYA-KU, TOKYO; CEO: SEIICHIRO FUJIWARA; HEREINAFTER " ELIFE"), AN INTERACTIVE MARKETING SUPPORT COMPANY, HAS LAUNCHED "ZONGZHAO DOUBLE ELEVEN," A DIGITAL SALES PROMOTION PROGRAM DURING E-COMMERCEDOUBLE ELEVEN (HEREINAFTER "W11"), THE LARGEST COMMERCIAL EVENT IN CHINA. THE COMPANY WILL ALSO LAUNCH A DIGITAL SALES PROMOTION PROGRAM CALLED "ZONGZHAO DOUBLE ELEVEN" ON NOVEMBER 11, 2019. IN ADDITION, A LIMITED NUMBER OF 10 BRANDS WILL BE INVITED TO PARTICIPATE IN THIS INITIATIVE UNTIL SEPTEMBER 25, 2019 (WEDNESDAY) FOR THE W11 SHOPPING SEASON, WHICH WILL BE HELD ON NOVEMBER 11, 2019.

e-commercezhongcao W11 is compatible with Tmall, China's largest website e-commerce, which is operated by the Alibaba Group, and JD.com, China's second largest website e-commerce, which is operated by the Tencent Group. The site provides sales promotion support not only for inbound demand, but also for Japanese companies that have stores on both sites in China and manufacturers of Japanese products sold on .

The name of the service, "種草(种草)" originally means "to plant grass or sow seeds," and is currently one of the hottest Internet terms in China. It is also widely used as a marketing term, meaning the action of "sowing the seeds of a desire to buy in the hearts of others by introducing and recommending products and experiences that you like.

■Service Background and Challenges for Japanese Companies

W11, along with Chinese New Year, has become China's largest commercial event, and on Alibaba's Tmall, 180,000 brands participated in the commercial event in 2018, with the total value of distribution (GMV) on the same day reaching 3.1546 trillion Japanese yen (equivalent to 14.7 yen to 1 yuan). It was also announced that 237 of the brands that participated in Tmall's shopping battle exceeded GMV of 100 million yuan (1.47 billion yen), with international brands accounting for more than 40% of the total.

While such e-commercecommercial activity has led to an increase in the number of Japanese companies opening stores on Tmall and JD or providing products to distributors with official stores, there are issues such as the high hurdles to participate in W11 with early application and screening, and the high cost of advertising in e-commercemalls during W11 due to excessive competition and burying the product. Furthermore, according to our interviews with Chinese consumers conducted this spring, Chinese consumers are losing trust in KOLs (influencers), and there is a need for consumer communication that does not rely on KOLs.

zhongcao W11" Overview

This project will develop word-of-mouth content from Japanese consumers, which is highly influential for Chinese consumers, on the Weibo platform, which has high diffusion power, and at the same time, by developing precise and cost-effective out-of-mall advertising for the target group of "W11 shoppers," it will lead to product recognition and the creation of leads to e-commerce. We will also develop precise and cost-effective out-of-mall advertisements for the "W11 shopping experience.
All brands selling on e-commercein China, including Tmall and JD, are eligible to participate.

eLifeThe measures of the "Weibo" campaign are based on the strengths of reaching the target audience through detailed segmentation using China's latest AI technology and the highly reliable word-of-mouth communication of ordinary consumers. The campaign during this year's Chinese New Year and summer vacations has achieved 150 million views of content, 69,000 comments, and 300,000 official followers on weibo.

Features of zhongcao W11

1) All brands selling on e-commercein China can participate
(2) Precise and cost-effective out-of-mall advertising to the target audience of "W11 shoppers
Targeting to the target audience that participated in the pre-campaign one month prior to W11 and 6.18 (JD Day), as well as to those who like and buy Japanese products on a regular basis, using big data.
(3) Developing highly influential Japanese word-of-mouth content on the Weibo platform, which has high diffusion power.
4) Establishing information contact points with Chinese consumers from one month prior to the campaign to the day of the campaign

Contact: Heather and Mochizuki
E-mail : information@elife.co.jp TEL: 050-5538-1847 (main)

About eLife

eLifeSince its inception, "K.K." has continued to realize interactive marketing that connects companies and their partner consumers from various angles, transcending industry boundaries, from consumer goods manufacturers to major retailers. We build and operate mechanisms that give back to corporate marketing activities, from planning overall strategies for PRM (Partner Relation Management), which implements dialogue and collaboration between companies and their consumer partners, to operational support, platform development, and more.

Representative: Seiichiro Fujiwara, CEO
URL: https://www.elife.co.jp
Establishment: September 1999
Capital ：400 million yen (including capital reserve)
Employees : 64 Other SOHO staff: approx. 1,300 (as of September 2019)
Location : 2F Japan Party Building, 1-29-9 Sendagaya, Shibuya-ku, Tokyo

■Media Contact

eLifePR Office (Morishita, Ozawa)
TEL: 03-3407-5780 FAX: 03-6805-0437 E-mail : press@epochseed.jp