Online Marketing: What Should Be Prepared For The "Fierce Battle" Of Double 11

At present, double 11 "war" has been fully ignited, and how major e-commerce platforms create new growth for businesses has become the industry focus. On September 29, the 116 fast e-commerce business conference with the theme of "new increment and new prosperity" gave its own answers.

Generally speaking, there are three key words in the operation logic of express e-commerce 116 this year: "new commodity", "new flow" and "dual wheel drive of public and private sectors".

"New commodity" represents the commodity demand of users. There is still a large space between demand and supply in multiple subdivision tracks within the fast track ecology. The shopping demand and deterministic shopping demand of a large number of content preference users need to be explored and met.

"New traffic" represents the brand-new business position provided by fast e-commerce for brand merchants - "short video" new traffic bonus, "keyword search" traffic, "mall shelf" traffic, etc.

"Public private dual wheel drive" represents the latest business strategy of fast e-commerce. Businesses can realize a more complete business closed-loop through the "private" live broadcast room and store operation, coupled with the "public domain" search, recommendation, mall shelves and other business scenarios.

At the meeting, ye Heng, head of fast e-commerce user operation, gave a detailed interpretation of the brand-new business logic of the merchants during the period of 116, announced the launch of the "happy shopping festival of express 116" and announced the supporting policies for the three platforms.

The first is the "new incentive policy", which includes multi-level incentives such as registration award, Promotion Award and broadcast award throughout the whole cycle of 116 Shopping Festival (September 28-november 11), as well as multi-scene incentives such as pet powder live broadcasting room, super subsidy officer, good producer and anchor ranking competition.

The second is the "new interactive game", including the "66 shopping gold" of full discount coupon for the first time, the exclusive super large flow coupon provided for express users with high purchasing power, and the pre-sale game method of 10000 people bargaining group.

The third is the "new traffic scenario", including the top navigation tab of the app with hundreds of millions of traffic, and the marketing activities and interactive playing methods in 116 main venue. The official overall boost traffic is twice that of the previous promotion activities.

01 "new product super plan" helps businesses tap the consumption potential of the platform

In the second quarter of 2022, the number of fast hand users reached an all-time high, with an average daily active user number of 347 million, an increase of 18.5% year-on-year; The average monthly active users reached 587 million, with a year-on-year increase of 15.9%. Among them, the monthly active buyer penetration rate of e-commerce exceeded 15%, and the monthly repurchase rate of e-commerce continued to increase year-on-year and month on month, reaching as high as 70%.

With the continuous improvement of the user scale, e-commerce buyer penetration rate and repurchase rate of fasthand app, the fast e-commerce user ecology has shown strong purchasing power and high order frequency. At the same time, a large number of content preference users' shopping needs, as well as the user's deterministic shopping needs need to be further explored and met.

"For example, in the sales scenario of live broadcasting room, businesses will have a set of their own pallets and gross profit structure, and only selling through the live broadcasting room can not fully meet the daily consumption needs of users; in terms of commodity categories, there is still room for increment in the penetration rate of many subdivided categories." Ye Heng, for example.

At the same time, a group of data during this year's 616 promotion period also let the express e-commerce team see the new energy released by "new products".

"We found that the natural flow of some new pallets accounted for more than 70% of the total volume was 100% higher than that of ordinary live broadcasting rooms, and Gmv of new products accounted for more than 70% Ye Heng said that this data performance also means that the continuous introduction of "new products" is the key to meet the needs of platform users, and is also an effective way for brand and fast brand businesses to obtain new users and explore business growth.

In this context, fasthand e-commerce launched the "new product super plan", and linked platform resources to create 100 gmvs worth 100 million and 10000 gmvs breaking 10 million fast ecological new products, providing users with more high-quality commodity supply and product experience, and also providing new business growth opportunities for businesses.

Ye Heng stressed that the "quick new product super plan" does not require businesses to produce new products that have never appeared in the market, but to guide businesses to continuously enrich existing pallets and continuously launch products that consumers have not bought recently.

In fact, as early as before the release of the "super plan for fast new products", many brand businesses have achieved sales performance beyond expectations through new product strategy.

Since the national sports brand special step entered the express e-commerce in 2020, it has not regarded the live e-commerce channel as a channel for dumping tail goods. Instead, it has achieved sustained business growth by integrating the platform's high-quality resources, launching new products, endorser brand events and other business strategies.

During the period of 616 this year, Tebu participated in the "super brand day" activities with "half sugar girl" series of new products, and invited the star spokesperson Dili Reba to enter the brand live room, combined with the platform open screen advertising, Innovation Challenge and other marketing methods, and finally obtained 670 million new products and brand exposure of the whole network.

In terms of traffic transformation, the "gift box series" new products mainly promoted by the brand were sold out within seconds after they were put on the shelves, and the total transaction volume of the activity exceeded 39 million yuan, of which the transaction volume of brand shop broadcast exceeded 9 million yuan Yuan, and 240000 fans were added to the official account. As the brand topic spilled over to the platform outside the station, hot discussions were triggered. After the live broadcast of super product day, the half sugar gift boxes of other e-commerce channels outside the station were sold out.

According to Shen Huadong, vice president of Tebu e-commerce, Kuai Shou is not only a trading ground, but also a content field and media. Tebu uses short videos to turn goods and brand concepts into content, finds consumers, and then through short video data analysis, finds the products most needed by these consumers, and finally realizes the process of content bedding, grass planting and efficient transformation and weeding.

Shen Huadong attaches great importance to the precipitability and replicability of Tebu's operation method of "planting grass, pulling grass and transforming". He revealed that new product marketing, content marketing, and marketing IP activity cooperation are still one of the big investments of Tebu. In the future, it will further invest in exclusive supply products to support the demand of goods and meet the needs of consumers with a complete flexible supply chain.

Through the "new products" to achieve rapid growth is also convenient fast food brand Kang Shifu, in the brand account 0 powder broadcast 15 days, live broadcast room to achieve a single transaction of 1.72 million One of the popular new products contributed 1.2 million yuan.

"Master Kang has done two things right. One is to develop popular new products based on user insight, and the other is to create short grass planting videos around popular models." Zhang Yipeng, head of fast e-commerce marketing, concluded.

Master Kang has found a high cost-effective product combination that most impresses fast-moving users - "three bags of new instant noodles + Gift cooking pan". Focusing on the popular new products, Master Kang attracted the attention of users through the visualized value of gifts, created original short videos with reference to popular scripts, and finally achieved the result of 15 short videos with a broadcast volume of more than one million, laying the foundation for the subsequent transaction transformation between live broadcasting rooms.

Nowadays, the business management in fast hands is returning to the essence of retail, that is, the three elements of "people and goods yard" are evolving from "content driven" to "commodity driven". Many brand businesses have reached a consensus: "only by finding the right products for the fast food ecology, and having the ability to find and iterate the pop money, can we find the traffic code of the express shop."

02 "Pan mall" scenario releases new deterministic consumption flow

In order to meet the "certainty" consumption habits of platform users, fasthand e-commerce will integrate search, recommendation, shelf mall and other business fields during 116, bringing new business addition to the live broadcast room.

It is understood that "Pan mall" is a "search and push integration" (that is, the integration of search and recommendation) business scene, search and mall are defined in the "Pan mall" scene, which has many commodity columns and product recommendation.

From the perspective of user demand, "Pan mall" is actually a normal new field for sale of goods and release of deterministic consumption. Users do not need to stay in the live room to place orders. Through the search and recommendation mechanism of Pan mall, they can purchase daily goods at any time.

Taking the perspective of brand business operation as an example, at present, the operation of brand merchants in express e-commerce roughly includes two parts: "talent distribution" and "brand self broadcast", and both need to be carried out around the logic of "content", rather than a completely independent "store" business entity. After the users purchase goods in the live broadcast room, they also need to strengthen the consumers' awareness through the continuous operation of the content, store, mall and other fields.

Based on this, fasthand e-commerce launched a brand-new "brand life cycle management solution" during the period of 116 this year. According to the different business stages of the brand in "planting grass, raising grass and weeding", it provides all-round solutions from "short video field" to "live broadcast field" to "shelf field", or from "shop broadcasting field" to "Da broadcasting field" and "marketing field", To meet the business needs of brand life cycle.

"For example, after new products are introduced, businesses can increase brand exposure frequency and user contact area through brand self broadcast and" Pan shelf "business scenarios, so as to enhance the brand's contact and good feeling for new products, and achieve efficient" weeding "in the brand marketing field Zhang Yipeng said.

It is reported that as early as August this year, the express mall has launched an internal test. The entrance of the mall is located in the tab column at the top of the home page of the app. The home page of the mall contains the commodity classification column, as well as channels such as brand subsidies, super second sales and brand special sales.

Officials revealed that during the gray scale test, a large number of visiting users had no shopping records in short videos and live broadcasting rooms. This also shows the complementary relationship of short video, live broadcast field and pan mall to the consumer demand of users.

Previously, the main traffic operation of fasthand e-commerce was to display the private traffic scene of the live broadcasting room on the up and down recommendation page of the main station through natural recommendation and commercial streaming. In the future, search, recommendation and pan mall can provide a brand-new flow operation path for businesses.

"Now, in addition to the daily sales of the live broadcast room, businesses can also do the daily sales of the mall; at the same time, the mall can also carry a lot of the original traditional e-commerce marketing methods." Fast e-commerce related people think.

Systematization of new public private joint operation in 03 field

At the 2022 wind maker express e-commerce service provider conference held in August this year, the express e-commerce announced the traffic distribution strategy of "public private circular double wheel drive". In the past, it only focused on private domain traffic, and evolved into a public-private circulation of discovery page and attention page, forming a two-wheel drive, so that businesses can achieve "efficient + long-term" operation.

Today, with the attempt of "Pan mall" business scenario, fast e-commerce has formed a diversified business operation matrix covering short videos, live broadcasting rooms, shops and pan mall. Through the linkage of public and private domains, various business scenarios are mutually accepted and transformed.

"Short video is a promotion scene for businesses to plant grass; a live broadcast room is a consumption scene with stronger user interaction; and shopping malls and shops become the scene of" 7 * 24 "uninterrupted user service. For businesses, more business scenarios can obtain users and traffic." Ye Heng analyzed.

Specifically, on the dimension of "private domain", the operation logic of "live room + store" is added on the basis of focusing on page and live room operation; On the "public domain" dimension, based on the discovery page, the operation logic of "Pan mall + commercial investment flow" is added.

Focusing on the operation strategy of fasthand e-commerce 116, the commercialization team also provides a marketing battle map of "magnetic engine", which helps businesses integrate marketing resources from the four dimensions of flow resources, product capabilities, operation strategies and policy traction.

At present, the magnetic Taurus product team has launched the magnetic Taurus "business edition" before 116, adding two basic capabilities of "business insight" and "release prediction model", to help businesses establish solutions based on real business demands.

Nowadays, more and more businesses obtain sustained business growth through the business strategy of "public-private circular double wheel drive".

In addition to the conventional marketing field and the precise delivery strategy of crowd pack, Ou Shiman attaches great importance to the fine operation of private domain. Through the game of "blockbuster group goods + fan coupon + welfare lottery", Ou Shiman realized 60000 new fans transformation in only 7 days, and the 60000 fans growth brought 52% incremental Gmv. In the follow-up operation of fans, oshiman activated private fans through continuous high-quality short video production, and improved the repurchase rate, making the whole store ROI increased by 1.43%.

In the process of running the online fast brand "niandabao", the founder of momoera brand, Chen Wei, also found the business growth password of "short video + live broadcast" in the public domain: by putting grass planting short videos in the public domain, we can obtain potential consumers; The new fans who enter the live broadcasting room will get intimate user service.

"We hope that users can have a good retention, so we will pay special attention to each user's product preferences, such as some like to buy cashmere, some like to buy silk." Chen Wei said that in the private domain operation, the team will record the user's preferences by tagging. When the related products are new, the team will reach the users in a targeted way, so that they will not disturb them frequently and increase the probability of purchase conversion.

In the past three years, fast brand "niandabao" has maintained the rhythm of 50-60 SKUs per week. At present, the average monthly Gmv has reached 13 million yuan, and the customer unit price is between 150-4000 yuan.

On the basis of launching new pallets and expanding the richness of commodity supply, fast e-commerce combines the diversified fields of short video, live broadcasting room, pan shopping mall, stores and talent distribution, connecting the public domain of the platform of 347 million days and the private domain of 70% repurchase rate; At the same time, it also provides a set of systematic and complete playing methods for merchants to prepare for war 116.

And the coming double 11 "fierce battle"

It is not only a "arena" for businesses to compete for global business capabilities, but also a "touchstone" for testing the global business solutions of e-commerce platforms.