Brand Double Eleven Marketing Strategy! Recommended collection

1. Live streaming is the best choice for selling goods

One of the hottest ways of doing things in the e-commerce industry this year is live streaming. Judging from the current situation, both Douyin and Kuaishou advocate live streaming to sell goods and plan to develop it into the second growth point of their e-commerce business.

Data from Kuaishou at the beginning of the year showed that e-commerce GMV in 2020 increased 4,000 times year-on-year to 381.6 billion yuan, and live streaming contributed a large part of the share. According to LatePost, Kuaishou adjusted its GMV for this year to 650 billion yuan.

As for Douyin, the GMV of live streaming sales reached 134 billion yuan in 2020, and the target for 2021 was set at 500 billion yuan.

The emergence of new forms such as short videos and live broadcasts has brought new impetus to different fields such as life, production, and consumption. Live streaming sales is the product of the combination of these two forms.

Compared with the traditional e-commerce model, live streaming has stronger interactivity and is more efficient in conveying information for both communicators and recipients. Moreover, in the live broadcast room, the audience can give their opinions to the anchor, which can effectively provide feedback to the production end. This kind of channel-specific supply can effectively help get rid of the situation of homogeneous competition. In addition, the display in the live broadcast room is more three-dimensional and intuitive, so consumers can quickly select their favorite products.

2. In the process of branding, accelerate the layout of self-broadcasting

Currently, there are two main forms of live streaming sales that are popular in the market, namely, sales by experts and self-broadcasting by stores. In the live streaming sales of products, the main characters who appear on the screen are professional anchors, celebrities, and hosts. They mainly use their social influence to quickly increase the voice of a brand and thus increase sales. Especially in the live broadcast rooms of top professional anchors, you can often see differentiated gameplay such as new product launches and rock-bottom prices, which attract the attention of many users. However, this type of live streaming sales often requires merchants to pay huge pit fees, especially since celebrities’ sales promotion often “fail”. For some small and medium-sized merchants, the risks may be difficult to bear.

On the other hand, among the users who are promoted by influencers, a large proportion are the influencers’ own fans. Store self-broadcasting can not only avoid the above embarrassing situation to a certain extent, but also accumulate its own fans more effectively and achieve long-term operation rather than a "one-time" business. When doing self-broadcasting in a store, the most important thing is to regularize the live broadcast and increase the frequency of broadcasts. This is especially important for new stores, as it can quickly capture the minds of users in a short period of time and form a brand effect.

To build a brand, we must abandon the low-price strategy to a certain extent. DataEye-EDX data shows that the prices of YaYa’s products are mostly in the three-digit range, and the average order value is relatively high. The past phenomenon of blindly pursuing low prices may be saying goodbye to the times. This year, Kuaishou has set a goal: to reduce the GMV of white-label products to around 30% and increase that of branded products to 70%.

3. Strengthen the operation and construction of private domain positions

Compared with the public domain, the private domain has higher stickiness, lower wake-up cost, and can create a higher repurchase rate. From the perspective of customer acquisition, private domain construction can create more possibilities for early-stage traffic and accumulation of user assets.

In July this year, Douyin released the "2021 Douyin Private Domain Operation White Paper", which proposed the concept of Douyin private domain for the first time. Data from the white paper shows that in 2020, the GMV of Douyin stores increased 50 times year-on-year. For the private domain operations of corporate accounts, Douyin provides reference rules for fan stratification management: passerby fans, favorable fans, and true fans. It also provides four ways to reach the company: enterprise account homepage, enterprise subscription account, enterprise private message, and enterprise group chat.

The significance of private domain to Kuaishou is a "king bomb" move. Kuaishou’s 2020 financial report shows that repurchases of products created by merchants in their private domains accounted for 80% of all repurchases, and the monthly repurchase rate of all merchants reached 65%. Kuaishou emphasizes trust in e-commerce and advocates using merchants’ interesting personalities to attract fans’ attention and drive sales. For the old friends of Kuaishou, it is easier to pay for the personal charm of the merchant.

Since April this year, Amazon has banned about 600 Chinese brands and 3,000 Chinese accounts, causing panic among the public. Many businesses choose to switch to domestic e-commerce platforms, but this does not mean that the challenges disappear. DataEye-EDX data shows that at the peak in the first half of this year, there were more than 60,000 businesses investing in information flow advertising, and market competition is becoming increasingly fierce. In light of this year's market trends, DataEye E-Commerce Research Institute believes that it is possible to enhance competitiveness in three areas: live streaming, store self-broadcasting, and private domain construction, in order to accumulate strength for the most important "Double Eleven" promotion in the second half of the year.

Author: Xiaoba

Source: DataEye E-commerce Research Institute