Double Eleven marketing sprint strategy!

On November 1, 2021 Double Eleven ushered in its first climax.

Data from Tmall shows that within one hour of the Tmall Double 11 sales, the sales of more than 2,600 brands exceeded the entire day last year;

JD.com data shows that on the first day of JD.com’s Double 11 shopping festival, 139 brands placed orders worth over 100 million yuan…

Subsequently, related complaining topics such as #pay the balance#, #why the balance is always paid in the middle of the night# and #Double Eleven refund# also frequently appeared on the hot searches on Weibo, and the Double Eleven jokesters ushered in a carnival feast.

After 12 years, "Double Eleven" is still in full swing, but its mythical aura has faded.

Complex gameplay such as "pre-sale deposit", "VIP superimposed consumption coupons", and "limited time for the first N" are gradually eroding consumers' shopping desire to "get a discount"; and real difficulties such as "traffic is becoming more and more expensive", "sales period is extended", and "consumption is weak" make the "involution" of Double Eleven marketing even more serious.

Now that the Double Eleven race has entered the sprint stage, how should brands make efforts to bring new growth to themselves?

01 Focus on both the new generation and the elderly

On the one hand, whether or not a brand can capture the new generation has become the key to success in brand marketing.

Compared with blindly pursuing low-priced or luxury products, the new generation of consumers are more keen on seeking products with high cost-effectiveness, high appearance and interest. On Double Eleven, it is difficult for brands to pry open their pockets through price wars alone. Only by focusing deeply on the real daily scenarios and pain points of the new generation and actively catering to their circles and preferences can you gain their favor.

On the eve of Double Eleven, Bilibili returned to the essence of "Singles' Day" and invited guests such as Niaoniao, Zhao Yingnan, Landlord's Cat, Deng Jianchao, and Wu Enshi to create a "Not Single Music Party" to comfort singles and jointly interpret "With company, you are not alone."

There is no crazy promotion of "buy, buy, buy", no complicated advertising, and the strong marketing atmosphere of Double Eleven, but it is more touching.

In addition to playing the emotional card, circle trends are also popular among young people. Tmall closely followed the current "metaverse" trend and launched the "Cyber ​​Classical Night" digital symphony opening show, which attracted a lot of attention.

On the other hand, according to the "2021 Global Consumer Insights Survey China Report", according to iMedia Research, by the end of 2021, the scale of China's "silver economy" is expected to reach 5.7 trillion yuan. As older generations of consumers improve their digital capabilities and pursue novel experiences, the silver economy will bring new opportunities for brands.

This year's Double Eleven, in addition to the major e-commerce platforms successively launching the "elder mode" and "elder venue", many brands have also rushed into the market and laid out their "silver strategy".

02 Breaking the “Double Eleven Advertising” Paradigm

As the saying goes, "Without destruction, there is no construction."

As styles such as sand sculpture, magic, and retro gradually become the brand's "marketing paradigm", brand advertisements are also becoming more and more similar. For brands, during the Double Eleven shopping festival which is intensively bombarded with advertisements, only by breaking these fixed patterns and achieving differentiation can they have a chance to carve out a path forward.

There are two cases that have done well in this regard this year for your reference:

One is that Jia Kezhan dissed Sandunban. As we all know, only discussions can generate voice. San Dun Ban's operation was to first release an advertisement for a play within a play, and then let Director Jia issue a "personal statement". A "hard advertisement" instantly became "social news", which made many people who loved to watch the fun eat spectators eat the "Amway" invisibly, and also helped the brand to spread secondary information.

Another is that NetEase Yanxuan teamed up with Luo Yonghao to "fight against advertising" while "advertising". It seems ironic on the surface, but in fact it is secretly conveying to consumers the idea of ​​"opposing exaggerated advertising routines, good products themselves are the best advertisements". NetEase Yanxuan has mastered the anti-routine marketing on Double Eleven.

Compared with other Amway advertisements that are all the same, NetEase Yanxuan, which holds "opposing opinions", is more unique and appears more sincere. In this Double Eleven season of explosive creativity, when the sincerity of a brand is seen, why worry about selling goods?

Whether it is the drama of the director and the brand turning against each other, or the plot of the brand teaming up with KOL to "counter-advertise", this anti-routine marketing can also be called the rational use of the over-limit effect in a sense. The so-called over-limit effect refers to the psychological phenomenon of non-rebellion caused by excessive and strong stimulation. The sense of contrast created by the over-limit effect can help consumers remember the brand more than marketing methods that meet consumer expectations.

It is undeniable that "breaking the paradigm" has gradually become a new and effective tactic in the Double Eleven battle. However, if we put aside the products and talk about anti-routine marketing, it is just hooliganism. The prerequisite for daring to break conventional thinking is to have sufficiently strong product power as support, otherwise you will be slapping yourself in the face.

03 The end of Double Eleven is the brand’s own broadcast room

With the rise of live streaming sales, the anchors’ “grass-planting power” has become increasingly strong. On the first day of pre-sales for Double Eleven this year, the two top anchors - Li Jiaqi's cumulative sales reached 10.653 billion yuan, and Viya's cumulative sales reached 8.252 billion yuan, which outperformed the annual revenue of 4,000 A-share companies. Their ability to bring goods is evident.

But behind the crazy sales volume, there is a cry of grief.

For most brands, the high placement fees and commissions, as well as the uncertain conversion rates, are risks that are unaffordable. Therefore, building a self-broadcasting system is undoubtedly a more favorable choice for brand Double Eleven marketing. With high-quality content output, not only can the monetization path be shortened, but also private domain traffic can be effectively accumulated and the brand influence can be continuously expanded.

For example, not long ago, the live broadcast of the Herborist Douyin store account "The Story of Yanxi Palace" quietly became popular on the entire network. On the first day of the broadcast, the live broadcast room had a total of 168 viewers, with a peak of 18 people online; on the second day, the live broadcast room had a total of 58,000 viewers, with a peak of 2,833 people online. The speed at which its fans increased can be called "China speed."

Herborist’s “Palace Live Broadcast” provides a new idea for live streaming sales, and also allows us to see that brand self-broadcasting has become an important window for communicating with consumers.

At present, Double Eleven is halfway through, and all brands are racking their brains to grab traffic. Using brand self-broadcasting to occupy consumers' minds and seize the decision-making high ground is a good new approach.

04 The most effective method is still "50% off all items"

A few days ago, the advertising company Zhonghao compared the brand advertisements of Double 11 eight years ago with those of Double 11 this year, and lamented that Double 11 has gone from a "phenomenon" to a "daily routine."

Looking back at the era of low customer acquisition costs and unregulated traffic dividends, brands only needed to hang up a sign saying "50% off all items"; consumers only needed to add items to the shopping cart and wait for Double Eleven to arrive at midnight.

Now, for brands, the internal competition for traffic has intensified. Brands not only have to compete with their competitors, but also have to fight wits and courage with the platforms; for consumers, from the crude half-price policy for all items, to red envelopes for discounts, order now and pay later, build buildings, raise cats online, collect cat candies... it takes longer to understand the rules than to consume.

In fact, instead of studying all kinds of fancy routines, it is better to be more sincere, which will be better for everyone.

Finally, the end of Double Eleven does not mean the end of Double Eleven marketing. For brands, the subsequent review work cannot be neglected. Yes, if you really can’t catch the last train of Double Eleven this year, don’t worry, after all, there are still Double Twelve and the Spring Festival to come!

Author: MuMuMu

Source: MuMu