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

Since the development of e-commerce, the link of e-commerce consumption behavior from "planting grass" to "commodity trading" has become closer.

Previously, in the era of e-commerce with traditional shelves as the core, the user's "grass-planting-search-purchase" scenario was relatively fragmented. Because the behaviors at different stages were often distributed on two or even multiple platforms, the initial interest in planting grass was often consumed in the long decision-making chain, and the sales conversion efficiency was greatly reduced.

"Nowadays, with the increasingly mature chatter mall, the connection fluency between the" content field "and" shelf field "of chatter e-commerce is strengthened, the user behavior chain of" information touch-interest stimulation-purchase transformation "is obviously shortened, and the marketing potential energy conversion rate of brand merchants" planting and pulling into one "is also greatly improved."

Especially during the important promotion node period, the demand of "interest consumption" and "active consumption" generated by users can be better undertaken and then transformed into brand growth.

In the just-concluded Double 11 Promotion, Shaking E-commerce launched a multi-featured play method, starting the "content + shelf" double-scene coordination war, while many brand merchants actively exploring platform marketing play methods and exploring the business value of the whole region gained explosive growth in this promotion:

For example, Feiyu relies on the resources support of Shaking Mall to realize the business explosion of brand stores. The GMV of key stores increases by more than 100% month-on-month, and the overall GMV of Double 11 exceeds 350 million yuan; Han Shu actively arranges shelves, efficiently undertakes direct broadcasting room and Short Video drainage, and the shelf field increases by 378% month-on-month. Meanwhile, it holds high brand advertising, live broadcasting and other play methods to realize the full-link explosion, and the brand GMV reaches 642 million yuan; Libai attaches importance to the content field + shelf field dual drive, creating "Master Fragrance Laundry Liquid" and other explosive items, the overall GMV of the store increased by more than 390% year-on-year...

Although the track is different, it is not difficult to find out that the growth fulcrum of all kinds of brands in the current promotion of chatter e-commerce is not scattered, whether it is women's clothing, food health, luxury life, sports outdoor industry, parent-child life, household appliances & home improvement, etc., after careful study of the topic of "Douyin Mall Double 11-Case 100 Brand Global Outbreak" recently launched by chatter e-commerce "DOU CASE". Instead, it is almost concentrated on the three paths of "creating explosive products,""occupying shopping malls" and "strengthening the whole domain."

Following the experience of refining more than 100 high-quality cases, we may be able to find replicable methodology faster and accelerate the opening up of these three business paths.

I. Explode new products, strengthen explosives, and stimulate the "leverage effect" brought by explosives.

During Double 11, marketing information piles up, users 'attention is highly fragmented, and the day-arch-and-stroke "mental precipitation" method is no longer applicable. Brand merchants need to let target users grab brand information in a more direct way, quickly match and lock demand with accurate goods, and realize efficient transformation of "seeing, planting and purchasing."

On the one hand, brand merchants can rely on classic hot products to lift the volume of sound, stand on the reputation of past hot products, and then superimpose various platforms to continuously improve the brand's occupation in the super flow pool, constantly break through the circle layer, reach a wider target group by means of the momentum of promotion, pry the "leverage effect," and drive to realize the sales promotion of the whole product line of the brand.

For example, with the explosive product "bare leg magic weapon" all over the network of the new domestic brand Ono Hezi, is based on the sales "far ahead" advantage, once again in the chatter e-commerce to achieve a brand-new growth in sales. Specifically, Ono Kazuko through strengthening content hot push, combined with e-commerce super new product plan IP, key coupling chatter mall value purchase channel, in the content field, shelf field linkage main push explosion, to achieve explosive light leg magic weapon GMV more than 74 million expected breakthrough. At the same time, thanks to the careful creation of the global marketing matrix, Ono Kazuko not only achieved the brand GMV breaking 100 million during the Double 11 period, but also consolidated its own position in the industry and won the leading result of TOP1 in the industry at one stroke.

On the other hand, it is also an important route for brand merchants to seize the key window period of new products and realize the "instant explosion" of new products by using big promotion to detonate new products efficiently.

Romi Studio, a women's clothing brand, is a gold selection merchant on the chatter e-commerce platform. Through coupling the trend of autumn and winter, the whole store participates in the key product pool play method. The brand's explosive wool-blended fleece coat quickly becomes an explosive model, and the GMV of a single product exceeds 3 million; At the same time, by participating in the opening day of the chatter mall, the GMV of the new coffee brand will exceed one million on the first day of launch; In addition, Jiemeng, Cotton Age, Xiaomi and Hisense have all realized the new explosion of main push goods, greatly improving the operation efficiency of new products from listing, planting grass to explosion transformation.

II. Seize the mall, cultivate the shelves, embrace the "active consumption" dominated by search, mall and store

At present, the development momentum of chatter mall is rapid. Brand merchants can not only carry the active shopping demand of a large number of users of chatter e-commerce through search, mall and store, but also help to improve the re-purchase rate of commodities and form brand asset precipitation. Especially in the promotion node full of a large number of "people looking for goods" consumption behavior such as Double 11, Shaking Mall is the core position for brand merchants to build "fixed shelves," actively undertake users 'active purchase, efficient transformation and continuous re-purchase demand.

This year's Double 11, Shaking Mall launched official reduction, chatter mall gold card, low-price second kill, value-added purchase and other play methods, with more direct and simple promotion methods to benefit users, fully mobilize the mall to promote the atmosphere, and these play methods are also brand merchants seize the mall traffic important way. For example, merchants participating in the "Shaking Mall Gold Card" can obtain concentrated exposure in the member population, so as to improve the brand penetration rate among high-value groups, efficiently accumulate brand assets, and pave the way for subsequent long-term operation.

In a particularly competitive beauty industry, achieving sustained high growth is not easy. In order to seek new brand volume, Pelleya actively grasps the business value of Shaking Mall, actively participates in the mall activities, sets up the mechanism of purchasing exclusive goods with extra value on the one hand, and carries out global publicity on the other hand, helps the brand to break through in all directions in the promotion, and successfully realizes the brand GMV jumping to TOP 1 in the beauty category of Shaking E-commerce.

Similar to Pelleya's breaking path, Lenovo also grasped the opportunity of playing and resource support in the chatter mall. The notebook products of the brand participated in the over-value purchase of the chatter mall, combined with the marketing boost of the content field, and won the TOP 3 of the game notebook category during the double 11 period at one stroke; At the same time, by strengthening the promotion of shopping malls, expanding the proportion of shopping mall traffic, Lenovo took advantage of the momentum to deepen the operation of shopping malls, opened up a high-speed channel of "people looking for goods," and the GMV of shelf yards increased by more than 1000% year-on-year.

III. Strengthen the systematic management method of the whole region, pay attention to linkage and pursue overall growth

It must be emphasized that although the chatter mall has become an important revenue growth pole, it does not mean that brand merchants should tilt all their business focus to it. The development of Shaking Mall drives the global rebirth and vitality of Shaking E-commerce, and also requires brand merchants to strengthen the "global management awareness," master systematic operation methods, and shift from pursuing single content side or shelf side growth to pursuing the overall growth of "content field + shelf field" active linkage.

Whether it is short-term impulse or long-term operation, brand merchants should learn to form the operation linkage between content field and shelf field. On the one hand, they should continuously improve the growth model of "goods looking for people," on the other hand, they should deeply analyze the platform play method, so that the shelf field can smoothly undertake the accurate flow from the content field, and find the optimal operation link from "efficient planting of grass" to "efficient transformation."

During this Double 11 period, brand merchants such as Learning and Thinking, White Elephant, Luzhou Laojiao, YSL, Jiuyang, SINSIN, etc. optimized the operation of the whole region through various play combinations and promoted the outbreak of business in the whole region.

In order to deeply release the business value of the whole region, learning and thinking pay special attention to the double-track drive of "content + shelf." On the one hand, we cooperate with the head to plant grass strongly in the content field, push the explosive learning machine product GMV to TOP1 in the industry, and on the other hand, obtain the flow exposure support in the super-value purchase channel of the chatter mall, realize the month-on-month growth of GMV in the shelf field by 215%, and finally achieve the full-cycle spot rush, with the brand GMV increasing by 722% year-on-year.

As a favorite brand of Chinese goods by young consumers, White Elephant's global business idea of chattering e-commerce is also worth learning from. During the Double 11 period, White Elephant emphasized the active promotion of the whole region, mainly promoted the explosive payment in the way of double-field linkage, achieved that the proportion of single product GMV in the whole store exceeded 30%, and promoted the efficient planting and collection of the whole region marketing with the explosive payment mechanism, so as to realize the brand GMV ranking TOP 1 in the grain and oil industry.

IV. Conclusion

Double 11 is now in its 15th year. Although the outside world feels that its "highlight moment" has gone, it cannot be denied that Double 11 is still the most important outbreak period of each brand in a year, and the growth potential brought by this promotion node to the brand cannot be underestimated.

Especially at the moment when e-commerce consumption behavior accelerates towards "integration of planting and pulling," the global interest e-commerce represented by chattering e-commerce has obviously entered a good situation, and the growth space of collision between "interest consumption" and "active consumption" is stimulating greater potential of e-commerce platform. According to public data, during this year's Double 11 period, the GMV of chattering e-commerce increased by 119% compared with the same period last year, and the number of consumers in chattering mall increased by 111% year-on-year.

Compared with the gradual flattening of the growth curve of the e-commerce industry, the development momentum of chatter e-commerce is still strong. Therefore, for many merchants of chattering e-commerce platform, this double 11 is not only a simple big promotion, but also an opportunity to comprehensively open the whole domain exploration. In the name of big promotion, we can enter into the deep operation of chattering e-commerce in the whole domain to realize new breakthrough in business and new outbreak of revenue.

It can be predicted that the experience precipitated by Double 11 will provide important reference for many brand merchants to deepen the global operation in the future, and the development of chattering e-commerce platform will be further accelerated, constantly breeding more abundant e-commerce ecological vitality, boosting more brands to find new growth possibilities, and creating their own "highlight moment."

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