Analysis of Tencent Advertising’s direct e-commerce campaign in August!

With the standardization of direct-operated e-commerce systems on major mainstream platforms, the maturity of user shopping habits, and the explosion of private domain traffic, the direct-operated e-commerce industry is gradually entering the "Direct-operated E-commerce 2.0" era and growing into a regular track. How can we nurture the flowers of success in this fertile soil and become the "dividend harvester"? Eye-catching product selection decisions and creative materials are particularly important.

What advertising trends did the overall direct-operated e-commerce industry show in August? On the two major platforms of Tencent Advertising and Bytedance, which categories are more popular and which products are more popular? What are the creative features of best-selling products? Based on the direct e-commerce intelligence in August, how can we assist in the formulation of product selection and advertising strategies?

Based on the direct-sale e-commerce mobile advertising data tracked from August 1 to August 31, 2019, App Growing produced the "Analysis of Advertising in the Direct-sale E-commerce Industry in August 2019" report, hoping to provide reference and reference for relevant practitioners in direct-sale e-commerce.

* The Tencent Advertising data mentioned in this article does not include the Tencent MP data, the same below.

1. Overview of overall advertising in direct-operated e-commerce

1. Nearly 90% of ads are run for no more than 2 days

According to the advertising data tracked by the direct-operated e-commerce version of App Growing, in the first half of 2019, nearly 90% of the advertisements in the direct-operated e-commerce industry had a cumulative delivery period of no more than 2 days. This shows that the overall advertising life cycle in the industry is short, advertising competition is fierce, and optimizers adjust their advertising strategies at a faster pace.

2. The life cycle of picture, video and gallery ads is similar

In the first half of 2019, the distribution of the number of days for direct-operated e-commerce advertising of different material forms was relatively similar, which shows that the impact of advertising form on the advertising life cycle is not obvious.

3. Clothing, shoes, bags, catering and food are the hottest industries for direct-operated e-commerce

The direct-operated e-commerce advertising data is segmented by category, and the proportion of advertisements corresponding to each category is analyzed. Among them, clothing, shoes and bags, catering and food, culture and entertainment, daily necessities, and digital home appliances rank in the top five categories. Clothing, shoes and bags accounted for 33.16%, catering and food accounted for 18.75%, and the total accounted for more than 50%, which are the key categories for direct-operated e-commerce.

2. Analysis of advertising placement on two major direct-sale e-commerce platforms

In order to further analyze the market trends of the direct-operated e-commerce industry on different platforms, this part of the data will be analyzed using the data of Tencent Advertising and Luban E-commerce as examples.

1. 50-100 yuan and 100-150 yuan are the key pricing ranges for direct-operated e-commerce platforms

Extract the lowest average order value of the product displayed on the landing page, and count the number of advertisements corresponding to different pricing. Tencent Advertising and Bytedance Platform both use 50-100 yuan and 100-150 yuan as their key pricing ranges, and the number of related advertisements accounts for the highest proportion.

The pricing range of direct-operated e-commerce on Tencent’s advertising platform is relatively concentrated, with more than 80% of advertised products priced between 50 and 150 yuan. The 99 yuan effect is obvious on this platform, with advertisements priced at 99 yuan accounting for 46.89%.

The pricing of products on the Bytedance platform is relatively dispersed, with more than 80% of advertising products priced between 50 and 200 yuan. The number of advertisements with products priced between RMB 250 and RMB 300 accounted for 6.05%, which is relatively high compared to other ranges. It is speculated that this is related to the fact that its mainstream media Toutiao has a higher proportion of middle-aged male users and relatively high spending power.

There are many advertisements on this platform for products priced at 69, 79, 128, 198, 199, 298, and 299 yuan, which account for a relatively high proportion in the corresponding price range.

2. Analysis of popular products promoted by Tencent Advertising’s direct e-commerce platforms

1) Top 10 most popular products in direct-sale e-commerce from June to August

By counting the advertising placement of various types of single products on Tencent Advertising, we have sorted out the top 10 hot-selling single products on the platform from June to August. Men's sports shoes have been strongly grabbing sales and have remained at the top of the list of main products for the past three months. Books, green tea, leather shoes, and reading glasses have also continued to be popular.

2) Analysis of the promotion of men's sports shoes in August

Tencent Advertising Platform has been aggressively competing for volume for three consecutive months. What are the specific characteristics of advertising for men's sports shoes? App Growing also made further analysis on Tencent Advertising’s hot-selling advertisement for men’s sports shoes in August as follows.

① Overview of advertising for men’s sports shoes

The pricing of men's sports shoes is concentrated between 138 yuan and 139 yuan, and the merchants promoting men's sports shoes are mainly distributed in Henan Province, Guangdong Province and Jiangsu Province.

② Advertising material analysis

• Product features: black, white and gray, low-top shoes

• Image elements: simple product posters; real shots of holding the product in the hand; real shots of real people trying it on
• Display features: Mainly featuring side-shots of sports shoes, with an emphasis on the lightness and comfort of the shoes
• Copywriting features:

Functional copywriting: Can be worn in all seasons, no need to wear socks, breathable and will not cause foot odor

Urgent copywriting: Be the first to buy, they are selling like crazy, only 100 pairs available for a limited time

Promotional copy: Clearance sale 10% off, second pair free

③Advertising selling point analysis:

• Functional selling points: anti-odor, durable, breathable, fashionable
• Promotional selling points: 2nd pair free, 0% off, 100 pairs for a limited time, full refund if worn out

3) Inventory of key items promoted in August

Tencent Advertising’s key products for August are as follows:

3. Analysis of the hottest products on Big Data Engine

1) Top 10 most popular products in direct-sale e-commerce from June to August

The top 10 hot-selling items from ByteDance in June to August are as follows. The top 3 of the list are mostly men's clothing, and men's shirts have been in the top 3 in the past three months. With the arrival of autumn and winter, it is speculated that the popularity of short-sleeved shirts will decline.

2) Analysis of book promotion in August

In August, books were strongly promoted on the Bytedance platform. App Growing also made further analysis of the advertisements for the popular books promoted by Bytedance in August as follows.

① Overview of Book Advertising

The price of books is concentrated between 69 and 99 yuan, and merchants promoting book categories are mainly distributed in Guangdong Province, Fujian Province, and Zhejiang Province.

② Advertising material analysis

• Image elements: simple product posters; real photos of books; large fonts for copywriting
• Display features: Series display (panoramic parallel, horizontal and vertical stacking, vertical and horizontal stacking)
• Copywriting features:
  

Functional copywriting: improve yourself, grow deeply, become excellent, and have vision

Recommended copywriting: Don’t be afraid of being laughed at, inspirational classic, educate your children without beating or scolding, recommended by the class teacher, start from childhood

Discount copy: XX yuan free shipping, luckily I didn’t buy it early, only 20% off

③Advertising selling point analysis:

The popular books mainly include two types: youth education series and success studies.

In the promotion of the youth book series, emphasis is placed on the impact of books on children and on making it easier to educate children. High-frequency keywords and phrases in the copywriting include "the child thanks you with a smile", "the child becomes sensible", "benefit for a lifetime", "develop the brain and stimulate potential", and "win at the starting line". As for solving the problem of children's rebellion, the main propaganda points are to emphasize not beating or scolding children, to establish correct values ​​in children through reading, and to let children play less with mobile phones and read more books.

The Success Studies series of books mainly promotes interpersonal relationship management, workplace survival, management, strategy wisdom and psychology. Among them, the Guiguzi series of books continues to be popular. The advertising copy mainly emphasizes changing oneself through reading and living an ideal life. High-frequency keywords and phrases include "Make those who laugh at you out of reach in XX months", "Don't want to be poor all your life", "The law of survival of the fittest", "Reverse your life", "Who will be strong for you", etc.

3) Inventory of key items promoted in August

App Growing has also compiled the popular header images of the main products of Bytedance’s key products in August as follows.

4. Summary of advertising materials for direct-sale e-commerce industry

After analyzing the materials of the direct-operated e-commerce industry, it was found that highlighting highlights, alleviating concerns, and promoting transactions are commonly used tactics. The specific analysis is as follows.

Highlights:

① Emphasize 1-2 core points, be simple and direct, and don’t take detours

Example: Sports shoes – breathable and no smelly feet

② Combine the user's usage scenarios and use more personal pronouns (wife, husband, parents, parents) in the copy to increase the sense of reality and substitution

Example: my wife bought it/my wife looks great in it/gift to my wife/my wife urged me to buy it

③ Make a promise

Example: If you return the product, I lose./It will never go out of style after 10 years./You can use it without any worries for 10 years./It will not wear out after 3 years./If it wears out, I will return it.

Alleviate your concerns:

① Repeatedly emphasize cash on delivery

Example: Unpacking and inspection with refund/free trial/payment after satisfaction/on-site inspection

② Explain the reason for the low price

Example: store anniversary event/factory relocation/factory direct sales

Promote transactions:

Highlight the rarity of the opportunity by highlighting various promotions

Example: Free of charge event/10% off/Limited time purchase/10% off for orders placed on this page/You will regret it if you don’t buy it

3. Analysis of key categories of direct-sale e-commerce in September

It is becoming increasingly difficult to produce hit products, and the life cycle of hit product advertisements is becoming shorter and shorter. It is particularly important to understand what is currently selling well in the market. In order to enable everyone to better grasp the latest developments in the direct-operated e-commerce industry, App Growing has also sorted out the latest best-selling product rankings of various popular industries in Luban E-commerce in the first half of September as follows.

* The following list of best-selling products in September is based on data tracked from September 1st to September 15th.

IV. Introduction to the new policy of platform-direct e-commerce

We have also compiled recent information on Tencent’s advertising platform’s new policies and technology upgrades for the direct-operated e-commerce industry for reference by direct-operated e-commerce merchants.

*The above-mentioned advertising materials are derived from the data tracked by the App Growing direct e-commerce version. The product material pictures involved are only used for report analysis and the copyright belongs to the original author.

Author: App Growing

Source: App Growing