Shulou(Shulou.com)11/24 Report--

As one of the most important marketing nodes of e-commerce platform throughout the year, Shuang 11 has always been a "must-compete" for merchants. On September 15, 2023 Kuaishou double 11 Merchants Conference was successfully held. At the meeting, Kuaishou e-commerce officially released key information such as the rhythm of activities, supporting policies, and marketing games promoted by this year's double 11 to merchants, anchors and users. Help platform merchants and anchors more fully and accurately prepare for the war and promote business, and realize the outbreak of double 11 business.

Tan Shuai, head of the operation of Kuaishou e-commerce promotion, said that double 11 is the most critical marketing campaign for the platform in the second half of the year. Kuaishou e-commerce will invest 18 billion of the traffic support and 2 billion of commodity subsidies in this Singles' Day to boost the business of merchants and anchors. In addition, Kuaishou ecommerce also released the "shake Plan" to optimize the mechanism for anchors to better expand the market and improve GMV, and finally contribute to the growth and transition of anchors; optimize the mechanisms through traffic, marketing, subsidies and other mechanisms to give anchors a deterministic flow distribution mechanism at different stages of the event (before, during and after the event), combined with anchors' pallet and commercial input signals.

Peng Kangchun, head of Kuaishou e-commerce promotion products, said that the key upgrade of the double 11 promotion method of fast-hand e-commerce lies in the following four dimensions: the extreme simplification of reporting, the one-click combination of official selections, the flow of bidding for good goods, and the upgrading of digital operational efficiency, so as to improve the reporting efficiency, commodity competitiveness, organization efficiency and fine operation efficiency for all merchants, so as to achieve business growth.

Three bonus plans and four games were upgraded, and Kuaishou e-commerce helped merchants' Singles' Day business break out.

In this year's 618 promotion, Kuaishou e-commerce reaped a new growth, with orders up 40% year on year, buyers up 30%, and brand goods GMV up more than 200% year on year. This double 11, Kuaishou e-commerce continues to add code from all links and multiple directions, helping Shanda to greatly promote business growth.

In terms of the rhythm of activities, Kuaishou e-commerce officially entered the preparatory period after opening the investment promotion conference on September 15, entered the pre-sale period on October 18, and entered the formal outbreak period from October 31 to November 11.

Among them, during the double 11 preparatory period, in order to promote the daily operation and linkage of merchants, and to better facilitate the outbreak, Kuaishou e-commerce took the lead in launching three major plans, including the "shake plan" for the growth of platform merchants, the "explosive plan" for the growth of goods, and the "die-hard fan plan" corresponding to the growth of users. " The purpose of the Plan is to help the outstanding operators in the platform to be seen by more people, reach a new height of operation, realize the growth transition, and then take advantage of the wind. The "explosive goods Plan" incubates popular styles through activities such as dividend support and big brands, such as flow, subsidies, service fee reduction, etc., and helps high cost-effective goods to achieve global business growth. The "die-hard fan plan" is with the help of platform subsidies and "monthly card expansion" special projects to cooperate with operators to obtain and promote repurchase with customers, so as to gradually develop consumers' shopping habits.

During the double 11 pre-sale period, Kuaishou e-commerce will invest 100 million-level traffic and subsidy support, and superimpose the ecological recommendation ability of the platform to help users find more low-cost good things of Kuaishou, lock in users' shopping needs in advance, and at the same time, through pre-sale data, help merchants prepare goods.

In the double 11 outbreak period, Kuaishou e-commerce will focus on two major fields: content field and shelf field. The former revolves around different types of operators, such as big-market merchants, big-market talent, small and medium-sized talent, and so on, to introduce more targeted flow incentives, subsidy incentives and other differentiated support policies. the latter through big brands and big subsidies, interest-free in stages, pay later and other games, so that low-cost good goods to achieve sales outbreak.

In addition to the double 11 dividend, Kuaishou e-commerce has also launched a new platform to help merchants break out. Peng Kangchun said that the double 11 fast-hand e-commerce has carried out four major upgrades. The first is to upgrade the efficiency of signing up for play, realizing the one-click registration of multiple games for the first time, that is, merchants only need to register once and one link when meeting multiple activity thresholds. You can participate in multiple games and enjoy multiple dividends. Second, the official selection group goods with one button, on the basis of the talent's active selection, upgrade and launch the official selection package to help the talent take inventory efficiently; the third is to report the flow of good goods bidding to help businesses enhance the competitiveness of goods. Through the "must report good goods" marked on the reporting platform, participating in commodity bidding can effectively increase the explosive power of goods by more than 50%. Fourth, the upgrading of data-based operational efficiency to help businesses to prepare for war, so that the data can be seen clearly and decisions can be made steadily.

Singles' Day preparation guide to help business growth: for large and small businesses, targeted solutions to different business problems

Insight into the four future consumption trends of smart life, science and technology travel, health and low-carbon environmental protection, Li Hao, head of the fast-hand e-commerce consumer electronics home industry operation center, said: "the platform will continue to create four super categories: Super categories, super brands, super items, super content. Businesses can make full use of platform traffic play, do a good job in goods planning, plan activities in advance, and do a good job in three strategies to achieve global operation. "

In fact, with the help of Kuaishou e-commerce, many merchants have achieved sustained growth from 0 to 1 to 100. In the view of Chen Zitao, director of operations of Kuaishou e-commerce development department, if you want to achieve rapid business growth with the help of this Singles Day, you need to grasp the rhythm of the three nodes: the preparatory period, the warm-up period and the explosive period. According to Chen Zitao, during the preparatory period, Kuaishou e-commerce will provide merchants in the rising stage with training camp programs, including active subsidies, fan subsidies, traffic weighting, 1V1 group buying services, and so on, to maximize the operational efficiency and effectiveness of merchants' live broadcast venues. In addition, in view of the start-up capital and cost problems generally faced by new businesses, Kuaishou e-commerce will speed up the start-up of new businesses through gold-fighting programs.

In addition to bringing good business opportunities for merchants, Kuaishou e-commerce has also formulated a series of business plans for platform experts. Ding Huizhan, head of Kuaishou e-commerce talent strategy & small and medium-sized industry head, said: "Kuaishou talents can prepare for Singles Day through content tuning and pre-nutrition, and the anchors' peak-breaking path can be summarized into three points: content innovation, track ploughing and scene broadening." In addition, she also said: "in view of the fact that most waist and tail talent do not have the problem of operation and docking, this year the platform greatly promotes the project team to add a new community operation model, fine clustering of talent, and providing exclusive service responses for different types of talent."

In order to better evaluate the business ability of merchants and talent, at the Kuaishou e-commerce gravity conference in May this year, Kuaishou e-commerce released a new operator evaluation system. On the one hand, the guidance and reference of the system enables consumers to find good merchants and goods quickly. On the other hand, it guides operators to better serve users.

In this regard, Chen Yun, head of the Kuaishou e-commerce experience mechanism center, said: "since the scores were launched, we have also been optimizing the score system in the short term to make it fairer, more reasonable and easier to understand. In terms of traffic, excellent merchants will continue to receive the support of e-commerce traffic, while backward merchants will be subject to certain restrictions. For excellent KA merchants, we have opened a rapid review of products."

For a long time, Kuaishou commercial advertising products have brought a lot of help to the business operation of business talent. In response to the core demand of this Singles Day promotion, Li Jie, head of the production and transportation of Kuaishou commercialized Magnetic Taurus, said: "the theme of this year's magnetic engine is super-burning double 11, quality upgrading, carnival to the end. We expect to combine the precise integration of product and effect advertising through four major strategies: big exposure, active search, easy species and strong transformation."

The marketing promotion campaign of Singles' Day is about to begin, and this year's promotion is a good opportunity for business growth, both for the platform and for business talent. Next, Kuaishou e-commerce will also fully empower business talent to prepare for Singles Day, through a number of policy incentives, business support, and so on, hand in hand with business talent to achieve good results in Singles Day. At the same time, Kuaishou e-commerce also welcomes more new business talents to cooperate with the platform to explore new business increments.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.