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

The first double 11 after three years of epidemic is of great significance to the industry, and platform and brand merchants are already preparing for the war. On the eve of the Mid-Autumn Festival National Day holiday, the industry has been filled with smoke. In late September, JD.com released the double 11 activity play and investment promotion rules, and Tmall held a number of double 11 communication meetings for different categories of merchants. After the festival, Alimama announced that he had issued incentives and subsidies totaling more than 3 billion yuan for businesses and talent. In addition to Ali and JD.com, the two major head platforms are actively preparing for the war, as well as cutting-edge platforms such as Douyin and Xiao Hongshu. Industry insiders told Luo Chao Pro that Douyin told the core merchants that Singles Day this year will comprehensively surpass the traditional e-commerce platform. If anti-super is realized, it will be an important watershed for the change of e-commerce pattern, "at least that's what the platform said when playing chicken blood".

For brand merchants, the core question of this Singles' Day is still: where does growth come from?

From promotion to dynamic sales, double 11 contributes high-quality growth to merchants.

In previous years, the core value of Shuang 11 pair of the industry was "promotion node". Some brands cleared and dumped their tails, some brands sold old goods at discounts, and some even played the routine marketing of "raising prices first and then lowering prices". Due to too much emphasis on the "promotion" value of double 11, both merchants and platforms are burdened with the target of GMV. By around 2020, double 11 has been exhausted, the user experience has declined, the burden of merchants has increased, and the ecology of the platform has been damaged.

If businesses only focus on short-term effects of short-sighted promotion behavior, the harvest is low-quality growth, even if the Singles' Day obtained a huge GMV, huge sales, but will eventually find that everything is in vain: no profit, no precipitation, short-term overdraft "support" for a long time will fall into long-term weakness. What's more, some brands go from bad to worse after participating in the promotion, because the strength of the brand is damaged, such as high-end brands participate in the price war, and for example, routine marketing hurts the user experience, and the loss outweighs the gain.

In 2021, Ali, as the founder of double 11, was the first to change, abolishing the big data screen and weakening GMV indicators. I also interpreted at that time that "bid farewell to GMV theory, Ali put down the burden, and the industry pays more attention to the quality of growth than growth." In 2022, Shuang 11 and 2023, the trend of not only GMV supremacy is more obvious, but green growth, healthy growth, sustainable growth and high-quality growth of inclusive benefits are paid more and more attention by the industry.

In 618, Shuang 11 and 618 in 2023, brands no longer mainly promote sales promotion such as "50% discount", but attach great importance to the strategy of new explosive products, push explosive products and detonate new products, and use the sales growth of products to improve the strength of the brand. to gain stronger, more lasting, and higher quality growth momentum. During the period of 618 and Singles' Day, brands often carry out a series of brand upgrades or renovations to achieve brand goals such as high-end, younger and trendy, and can achieve sustained high-quality growth after the end of the promotion.

Take Tmall 618 in 2023 as an example, the brands that landed on the subdivision list were either "super brands" such as L'Or é al, Apple and Xiaomi, or new consumer "benchmark brands" such as Ubras and Banana, all of which entered the list not by "clearance sale", but by virtue of a strong product portfolio and brand appeal. After the end of the promotion, they still achieve sustained growth in their day-to-day operations-the price power can only be won for a while, and the brand power can be won for a lifetime.

It can be said that at present, the industry has formed a consensus on the value of double 11 and 618: not only the node of "promotion", but also the grasp of high-quality growth by relying on "mobile sales".

Double 11 should pay attention to "flow connotation" in shaping brand power brand.

For brand merchants, it is more important to do a good job of "mobile sales" than "promotion" in Shuang 11 and 618, which has been supported by mature theories in the marketing industry.

Promotion, as the name implies, is "the act of using discounts, gifts, price reductions, and distribution to promote short-term sales performance, with a direct focus", while moving sales refers to "making the goods of the store flow faster and achieve rapid sales." Mobile sales, which combines advertising, in-store and out-of-store behavior, and new behavior themes, is a kind of behavior that comprehensively organizes the coordinated operation of resources, with the aim of improving reputation and influence. At the same time, promote good sales of goods-it is now often said in the industry that "the integration of quality and effect".

Promotion is a tactic, mobile sales is a strategy, and sales promotion serves mobile sales. In double 11, brand merchants need to actively launch a comprehensive "mobile sales" offensive, while increasing sales under the premise of "both volume and price", while taking advantage of the opportunity to consolidate brand strength.

If enterprises want to grow with high quality, they must constantly strengthen their brand strength. Brand not only means knowing, but also means consensus and trust, which plays an important role in consumer decision-making. Compared with the immediate results of price power and the traces of product power, the value of brand power to growth often needs to be verified in a longer cycle. Kaidu BrandZ, a third-party agency, based on 540 million data from 21000 brands, found that the medium-and long-term effect of brand equity driving sales was seriously underestimated by the industry, contributing an average of about 70 per cent of sales.

Brand power can not only directly promote sales, but also determine the "premium space" of the product, and then determine the upper limit of the profitability of the enterprise. Strong brand strength can also make the development of enterprises more resilient, in the era of VUCA can calmly deal with internal and external uncertainty, successfully through every turbulent cycle. Because of this, if brands want to achieve high-quality growth in Singles Day, brand building must not be ignored.

Where should the focus of brand construction be placed during Singles' Day? "moving sales integrate advertising and behavior inside and outside the store". During the double 11 period, brands should not only pay attention to "in-store" traffic and transactions, but also pay more attention to the flow inside and outside the store. The former is "effect" and the latter is "cause". With the increasingly fierce decentralization of the Internet, the consumption scene has become increasingly diversified, and a hundred schools of thought contend on the traffic platform. When the traffic itself becomes more complex, the brand should not only focus on the surface indicators such as touch, transformation and portrait, but also pay attention to its internal structure, such as scene, quality and content, and treat the traffic differently.

A study from Kaidu found that media content quality accounts for up to 60% of brand market share growth, which means that the connotation of traffic is more important than the "quantity" of traffic. Based on this, the second hand puts forward a "media delivery evaluation model" of brand marketing:

Media value = flow value x (scene value + quality value)

The flow scale can only guarantee the "lower limit" of the media marketing ability, and the scene value and quality value can enlarge the flow effect. If we only focus on the short-term "effect", it is enough for the brand to only pay attention to the flow scale; if we want both short-term "effect" and long-term "product", to achieve high-quality growth, the brand must pay attention to the "flow connotation", that is, "scene value" and "quality value".

Today, with the pulverization of users' attention, it is the key to the success of brand marketing to make the correct marketing content appear in the right scene in front of the right people. the realization of this point is inseparable from the high-quality flow position with both scene, quality, content and scale.

The connotation of flow is different. OTT big screen becomes Shuang 11 new depression.

Double 11 in 2023, where is the new flow depression worthy of brands' attention?

Let's take a look at the environment. At present, the ecology of Internet traffic shows two trends: one is the saturation of mobile Internet traffic. The half-yearly report of QuestMobile2023 Panorama Ecological flow shows that by May 2023, the number of monthly active users of the mobile Internet has reached 1.213 billion, an increase of only about 2% over the same period last year. The stagflation trend is obvious. The other is that the volume of the Internet platform is serious. In addition to the traditional search, e-commerce, social networking and other traffic super platforms, cutting-edge platforms such as short video, live broadcast, community, question and answer are rising, and the competition for traffic is becoming increasingly fierce. the traffic pattern in different platforms is also increasingly solidified, so it is difficult for brand merchants to eat dividends or pry traffic. In the severe traffic environment, merchants and brands want to turn their attention to the new traffic position. Private domain was very popular a few years ago, what will be the new depression in 2023?

The answer may lie outside the mobile Internet.

In recent years, the sudden rise of OTT screen is becoming a new depression for brand building because of its distinctive "flow connotation". In this year's double 11, it is bound to become an important position for brands to obtain high-quality growth.

The half-year report of QuestMobile2023 panoramic Ecological flow has observed that with the rapid development of intelligent TV, the market share of IPTV and OTT is further expanded, and the flow is diversified. The living room economy with intelligent TV as the core is developing rapidly, and OTT large screen has become a new focus of brand competition. In May 2023, the number of active users of smart home devices with smart TV as the core reached 264 million, an increase of 22.3% over the same period last year, far exceeding the growth rate of the mobile market. According to data from the State Administration of Radio, Film and Television, the number of people covered by OTT large screens has reached 1.083 billion and become a veritable "national media". A survey from the second hand shows that the media touch rate of OTT large screens is as high as 86.7%, second only to mobile phone short videos.

In addition to the "national" traffic scale, compared with mobile small screens, outdoor advertising spaces, elevator media, cinema screens and other media, OTT large screen has a unique "connotation" of traffic, that is, traffic scene and traffic quality.

Let's see the scene first. The essence of the scene is the user's specific use of the situation, such as time, place, motivation and atmosphere and so on.

As the intelligent family center of the living room entertainment scene, the OTT large screen monopolizes the family scene, which has irreplaceable value in the influence of family, parent-child, partner and other groups. The viewing of important node content such as the Spring Festival Gala, Asian Games and summer holidays is also "big screen priority, family appreciation". Based on this, OTT big screen also has a strong effect of gathering guests, which can quickly affect more people in a short time, and brands can use the peak node traffic to quickly strengthen their awareness and form a broad consensus.

The product positioning of OTT large screen is purer, the presentation content is more focused, the operation of the platform is stronger, and the overall content presentation and perception will appear more high-end and more credible, which means that the same advertising material is presented on OTT large screen and small screen, giving users a completely different sense of high-end and trust. If brands want to emphasize high-end image or trust mentality, they must pay attention to OTT big screen.

In addition, large OTT screens tend to be more immersive, proactive and focused, and brands are more likely to establish mental connections with users when they are fully committed.

And look at the quality. Quality is not good or bad, it is about "effect". At the level of brand building, the effect can not be measured by the behavior such as "click", but depends on the degree of influence on the user's mind, as well as the user's recognition, memory, following and so on. In the mobile era, the information received by users is growing explosively, the memory is getting shorter and shorter, and the advertising immunity is getting stronger and stronger, so it is difficult for brands to be influenced by ordinary traffic. At this time, the unique "quality value" of OTT screen gives play to its advantages.

The biggest feature of OTT large screen is "large", based on which it can provide users with better content audio-visual experience, which is also the fundamental reason why OTT large screen can open up a world outside small and medium-sized screen devices such as mobile phones, PAD, PC and so on. Because of "big", brands can have a more powerful impact on users' vision, shake their minds and gather their distracted attention through 3D creative boot advertising and other forms, so that they can see, remember and be willing to buy. The data show that the advertising memory of OTT large screen is 4-5 times that of small screen mobile advertising, and the completion rate of 71% is 2.4 times higher than that of small screen mobile ads. After watching the same ads, users are 2.3 times more willing to buy than small screen ads. The larger media features make the OTT screen have unique "media value".

To sum up, because of the unique traffic scene and traffic quality, as well as the national traffic scale second only to mobile phones, OTT large screen has a unique marketing value. For competitive double 11 brands, OTT large screen has dual unique value:

One is "product", which is the advantage of OTT big screen, the advantage of family and immersion scene, as well as the quality advantage of strong vision, which can help brands build awareness quickly, whether it is new brand exposure or classic brand rejuvenation, OTT big screen is an indispensable position.

The second is "effect", which is the ability of OTT big screen to be ignored or even misunderstood:

1. OTT screen covers completely different families, parents and children and other types of users, which is an important "living water" of the brand. Because of the uniqueness of "scene" and "quality", the OTT large screen can cover users that the brand cannot cover on the mobile small screen platform, or pry the demand that is difficult to pry.

When brands do e-commerce business, it is much more difficult and important to obtain new users than to wake up old users, and new users are "living water". However, on the existing mobile Internet platform, the cost of customer acquisition has been rising all the time or even soaring. The online celebrity studio once carried the brand's dream of "low-cost customer acquisition", but the abnormally high percentage of anchors' commission and the unreasonable offer of "the lowest price in the network" have overwhelmed many brands. Families with large OTT screens tend to have strong spending power. For example, many users of Xiaomi OTT large screen have moved from young rice noodles 10 years ago to today to get married and start a business, and spending power has also followed. There are many new consumer needs, such as buying houses, cars, appliances, and so on. They have new consumption concepts and brand awareness, which is an important opportunity for old and new brands. After establishing brand awareness, the key depends on how to "transform".

2. OTT big screen is strengthening its closed-loop ability of full-link one-stop "quality marketing". On the eve of double 11, the head player of OTT big screen marketing Xiaomi OTT and TV Taobao jointly launched the industry's first advertising product "Pingxiaotong" charged by CPC, which supports click to enter Tmall's flagship store to charge, so that the brand's marketing on the OTT screen is more accurate, the effect is measurable, the cost is more controllable, the data can be precipitated, and the real integration of quality and effect can be realized.

In some characteristic categories and industries, the transformation effect of "Pingxiaotong" is much better than expected. Appliance, the boss of the home appliance industry, the Club Med of the tourism industry, and Delong of the coffee machine industry have achieved good results in the exploration of "big screen shopping" on the millet OTT big screen. The pull rate, purchase rate and activation rate are actually higher than the small screen end.

During the 618 promotion this year, the boss's marketing campaign was impressive, when it announced that it invited Wang Yibo as the brand spokesman, launched a "dote on your hands" theme campaign and launched a number of Wang Yibo's same products. During the promotion period, the boss Appliance made use of the brand building ability of Xiaomi OTT, especially the influence of household consumption decision-making, to strengthen the image of high-end kitchen electricity through a variety of strong exposure resources, such as creative boot, home puzzle, TV pictorial and so on. At that time, the boss also customized the exclusive shopping page on TV Taobao to guide users to place orders directly through the remote control and achieved better results than expected.

The first large-screen CPC product launched by Xiaomi OTT in conjunction with TV Taobao, "Pingxiaotong", will enable more brands to achieve the integration of "quality and performance" on the OTT screen, with visible order growth in Singles' Day this year.

3. The "direct effect" of OTT large screen is still being explored, but the ability of collaborative transformation is deterministic. "small" has the advantage of "small", small screen devices such as mobile phones have the characteristics of personalization, portable, social, and so on, and users' habit of shopping on small screen has long been mature. Based on the relationship that OTT big screen and small screen are more "collaborative" than "substitute", the "brand building" power of OTT big screen and the "effect transformation" force of mobile small screen cooperate to promote transformation.

Practice shows that OTT large screen combined with short video and other mobile small screen advertising effect is significant, and even the mobile small screen advertising conversion efficiency can be improved several times. The small screen platform is becoming more and more inward, the scene is homogenized, the quality is uneven, and the cost is rising. Brands should not rely on internal friction to continue to dig up the increment, but should make external efforts to "borrow the east wind" to excavate the collaborative value of new depressions such as OTT big screen.

Write at the end:

OTT Dabing has the flow scale of "national users". Based on the immersive, family-oriented and large-screen content consumption characteristics, Dabing can give full play to the advantages of "gathering customer effect" and "high-end image" to help brands strengthen brand strength, and can also help brands achieve sales growth based on capabilities such as "collaborative delivery" and new marketing products such as "Pingxiaotong". Brands want to achieve high-quality growth in Singles' Day this year, and the OTT screen is a moving sales weapon worth exploring.

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