E-commerce operation: holiday promotion traffic field!

In the mobile Internet environment, new consumer brands will always be the trend.

Looking back over the past decade, new brands have achieved brand awareness at a sprint speed that would have taken traditional brands ten to twenty years to build. This is the charm of Internet technology and the magic of new marketing methods.

However, as e-commerce enters the second half, the overall population traffic dividend has dried up and the industry has fallen into a "traffic bottleneck". If a brand wants to break through, it needs the right people and the right place, but more importantly, the right time.

This is a perfect time for an e-commerce promotion . It will bring new traffic, new crowds, new growth and new business to the brand.

At present, through traffic division, Douyin has already gained the dominant position in traffic distribution. However, the real underlying logic is how to establish a core traffic distribution, management, and monetization system that takes into account the platform, brand, and users, and balance the interests of all three parties to maximize value.

To put it more bluntly, acquiring traffic and expanding the scale of traffic is only the first step. What is more important is how to help brands make use of the traffic in their hands and improve the scale and efficiency of monetization through marketing.

We will start from four questions and select four new consumer brand cases for analysis, detailing the "secrets" of their rapid rise in the Douyin 818 e-commerce promotion.

Touching the Internet, attracting, connecting, maintaining, these four issues that new and old brands cannot avoid

The e-commerce industry has been developing for more than twenty years. In the past twenty years, Internet traffic has been almost completely divided up. All brands, whether mature or emerging, have fallen into the dilemma of highly homogeneous competition. The entire trading ecosystem is "whoever has the most traffic will win."

This traffic originates from commercial channels on e-commerce platforms and is essentially a commercial behavior. The entire transaction ecosystem is based on commercial traffic first and then shapes brand perception.

Advertisements are everywhere, and big promotions are happening one after another. In fact, most of this model is just a lot of noise but little results. We have carried out a lot of activities and broadcast a lot of advertisements, which seems to be a flourishing business, but the growth in sales is very slow.

From an overall perspective, we can divide the development path of a new brand into layers and segments. Each stage has a core problem to be solved:

●Phase 1——How to access the Internet?

This is the only way for all brands that want to go online and conquer Generation Z. In the digital age, there are so many channels for obtaining information that consumers can easily obtain information on the Internet and make consumption decisions. Apart from the crude advertising bombardment on various channels, what consumer brands need to consider is no longer whether to embrace the Internet, but how to embrace the Internet.

You need tools, methods, and a sense of the Internet. From the forum era to the Tieba era, from the Weibo era to the short video era, an important prerequisite for a successful brand is to have a sense of the Internet.

New things, no experience, what we need is to let go of our condescending attitude and understand the opinion platform where consumers really gather, to perceive, feel and touch. It is not just about pursuing novelty and going online. The core of the Internet is equality, and the core of the Internet is equal dialogue between brands and consumers.

●Stage 2——How to attract?

After going online, how to attract people? By nature, the Internet is an "amplifier".

Compared with the traditional offline store format that attracts customers and word-of-mouth transmission is limited to areas such as intimate relationships and media coverage, various platforms have become dialogue windows between consumers and brands, and have set up a large number of signboards.

It is said that the Internet has memory. The original brand reputation was not good and the scope of dissemination may be small. But in the Internet environment, the good or bad of a brand can be easily spread, regardless of marketing actions.

Lay a solid foundation. Temporary attraction is only short-lived. Products and services that can withstand the magnification test of the Internet are the ultimate shortcut to attracting consumers.

●Phase 3 – How to connect?

Every brand needs to focus precisely on the target group of its products.

On the one hand, relying on itself, the product is the most stable source of basic traffic. Do a good job in designing user portraits, constantly screen and replace your target groups in the public pool of the Internet, and make timely adjustments based on feedback. Through marketing channels, you can ultimately lock in consumers and complete the connection.

On the other hand, the platform also needs to tap into value-added traffic. Essentially, for a brand to realize its marketing value it must constantly seek out new customers and continue to tap into the value of old customers. The platform can help brands plan their marketing strategies and carry out all-round fission marketing, becoming an important means for brands to quickly gather traffic and expand markets.

●Stage 4——How to maintain?

Brand maintenance in the consumer field is about after-sales and repeat purchase issues. Solving these two issues and forming a positive brand reputation will naturally be the main way of subsequent maintenance.

User cases, user feedback, user rebates... everything related to consumers will be amplified in the Internet's voice field and become the cornerstone of maintaining the relationship between the brand and consumers.

Under this trend of mobile Internet consumption, brands need mature and systematic tools with traffic potential to help them grow . Now that the Taobao system is overly mature, short video + live streaming e-commerce platforms, led by Douyin, may be the best solution for brands of the era.

Traffic field, content field, business field, management field

Four brands, four scenarios, four strategies

The Douyin 818 New Trendy Goods Festival, which just ended not long ago, is the best training ground.

"Interests create a better life, and new trends lead to the consumption of good things." As an e-commerce consumer IP created by Douyin, the 818 New Trend Good Things Festival revolves around "new products, trends and good things", becoming a new business growth opportunity for emerging brands.

New and emerging brands that focus on niche categories are not afraid of being too meticulous in their work and are stimulating users' interest and converting it into consumption with their specialized products in Douyin's full-link marketing ecosystem, thus rising rapidly and gaining new market recognition.

Party A Finance will use four brands, four scenarios, and four strategies to analyze how they stand out from the new consumption wave and form differentiated competitiveness.

● "Rabbit Head Mom" ​​with precise traffic positioning

Tutoumama is a maternal and infant brand under the Miaya Group. It was established in 2016 with the goal of meeting the one-stop parenting needs of the new generation of mothers. Even the team was formed by a group of "paranoid" young mothers. This obsession is the ultimate pursuit of quality and cost-effectiveness, which is also the typical feature of new domestic products - innovation and high quality.

Initially, Tutoumama only sold its products through its own vertical maternal and child platform app. In less than a year, after its sales exceeded 100 million yuan, its sales in core maternal and child categories such as diapers and wet wipes accounted for more than 90%.

After accumulating product selection experience and supply chain depth on its own platform, as well as long-term and accurate observation and contact with product user groups, what Tutoumama needs is a bigger battlefield.

In 2020, Tutoumama began to enter larger channels and platforms. In September, as one of the first maternal and infant brands to enter Douyin, it took the lead in the maternal and infant track. In the first month, the transaction data of diapers alone exceeded 10 million. During the 818 period this year, its performance was quite impressive - 11 products entered the Douyin hot-selling list, and diapers, baby wipes, baby pillows, pull-up pants, etc. were firmly ranked TOP1 in the Douyin category hot-selling list. The Tutoumama brand store even entered the TOP1 of the daily broadcast list of the maternal and infant industry, with daily sales exceeding 1 million.

The rapid achievement of leadership is partly due to the brand’s own traffic base. Liu Nan, the founder of Tutumama, is himself an IP on Douyin, which is conducive to quickly bringing his brands to the entire Douyin's public market traffic.

On the other hand, it stems from the traffic distribution of Douyin.

As one of the largest traffic gathering places in the country, Douyin has become a national platform and an emerging channel that deeply impresses consumers. At the same time, as an interest-based e-commerce and content platform, Douyin has more accurate content interest tags for users, and homogeneous groups such as Generation Z, mothers, small town youth, and elderly netizens are very three-dimensional.

“Tik Tok provides greater opportunities for the birth and growth of new brands,” said Dai Yuzhou, brand manager of Tutoumama, in an interview. "Compared to previous years, Douyin's conversion link has been opened up, and it has both brand benefits and e-commerce benefits. Tutou's content capabilities have achieved a breakthrough from 0 to 1 on this platform."

Therefore, Douyin has sufficient coverage for new customer groups that brands have never reached. This is also the customer information that Tutumama perceives during the Douyin marketing process, which enables the brand to acquire new customers with strong enough ability and stickiness.

"In the new consumption era, mothers are getting younger and younger. They have moved from offline activities, forums and communities to online platforms such as Douyin," said Dai Yuzhou.

In this Douyin 818 e-commerce promotion, Tutumama, as the official partner, carried out all-round and in-depth cooperation. Exposure and traffic diversion at designated resource locations are essential for new brands to gain popularity. In terms of content, the brand has achieved more than 50 million exposures through self-broadcasting by brands and short video live broadcasts by 50+ experts, deepening fans’ trust and building “scenario-based” live broadcasts, which has greatly increased the fun of shopping and brought a new shopping experience to young users.

Tutoumama also placed Douyin ads, and during the live broadcast, used super interactive gameplay and functions, and used lucky bags and broadcast tasks to boost the atmosphere of the live broadcast room. In the Douyin+ broadcast with hundreds of billions of traffic, it attracted consumers by sending out tens of thousands of coupons at the same time.

This high-coverage marketing matrix enabled Tutumama to achieve "double growth" of 104% increase in exposure and 86% increase in conversion transactions, which proved the marketing value of Douyin.

● McDonald’s, a one-stop content marketing service

Omnichannel marketing is the way to go for brands.

International brands such as McDonald's are no exception. Previously, McDonald's entered Douyin and opened a "Doujin Store", using the live broadcast store model as a brand self-broadcast carrier to achieve "where the customers are, we are there."

After discovering that TikTok had become a popular platform for the entire population, McDonald’s received enthusiastic feedback from viewers and consumers within less than two weeks of launching its program, making the brand realize that it had made the right bet.

During the Golden Fan Festival on August 8, McDonald’s China’s CMO made his live debut with the support of the dual IPs of celebrity Yang Chaoyue, the brand ambassador, and interaction with users, which resulted in the number of fans increasing by more than 100,000 in a single day and transactions exceeding 8 million.

During the Douyin 818 event, McDonald's became number one on the local lifestyle best-selling brand list as soon as it went live, and gained 600,000 fans through live streaming. Young people accounted for more than 70% of the fans, which perfectly met McDonald's expectations for the Douyin platform.

Each brand’s response strategy on different platforms must, on the one hand, conform to the characteristics of the platform, and on the other hand, adhere to its own tone and charm. This may be McDonald’s marketing code on Douyin.

McDonald's has not invested too much in its own broadcast traffic, relying mainly on creative production and team operations. Based on the good data, the live broadcast in Douyin’s 818 e-commerce promotion event has become a key outbreak point.

"One of the characteristics of live streaming is its explosiveness. Bringing products is the foundation, and publicity is the rhythm. It can achieve extremely high exposure in just a few hours, which is an effect rarely achieved through other channels." The head of McDonald's e-commerce said in an interview.

In terms of content marketing methods, McDonald's has become a hot topic on Douyin through the brand itself and the gameplay of celebrities. Secondly, through creative production, it has created new industry interactive gameplay such as "salty or sweet" Internet celebrity eating methods and fancy burger making methods to connect with the younger generation.

What is platform value? For brands with a certain degree of popularity, the core value of the platform is nothing more than bringing new growth to the brand.

As a new traffic battlefield, Douyin has become a new focus for brand owners driven by content based on the traffic bottleneck faced by other platforms. Through one-stop creative production + full-link content marketing, breaking the circle and planting grass can be done quickly and effectively; expert planting, expert live broadcast, investment promotion evening party, the marketing gameplay of short video + live broadcast subverts the past model. For brand owners, content is always one of the core. Using creative video content and live streaming content to attract user clicks (CTR) and stimulate user conversion (CVR) is also the key to whether free traffic can be used to leverage paid traffic.

● "Xiaoli Wardrobe" activates the business world

The entire Douyin is a business field, and it is also the main battlefield for brands and businesses intending to build new brands to manage users in the long term and develop new businesses.

Among new brands, "Dou Brand" may be a new label group.

The rapid development of Douyin live streaming e-commerce has created many brands and businesses, Xiaoli Wardrobe is one of them.

During this year's Douyin 818 New Trendy Goods Festival, Xiaoli Wardrobe actively participated in the platform's live ranking competition and obtained huge traffic support from Qianchuan. The estimated GMV exceeded 20 million, reaching its peak from August 15 to 16, with a double-day GMV of more than 7.5 million.

Before joining Douyin, Xiaoli Wardrobe was a core supply chain merchant supplying major offline women's clothing wholesale markets. In order to save itself due to inventory pressure during the epidemic, it chose to save itself through live streaming. It was officially launched in early June 2020.

It has its own supply chain and is willing to use DOU+, Feed Flow, and other major marketing tools to attract traffic. In just half a year, the brand account has exceeded one million fans, and the cumulative transaction volume exceeded 100 million by the end of that year.

According to the brand's chairman Yan Jianping, Xiaoli Wardrobe did not officially start selling products until November, and had been in the exploratory stage before that.

Xiaoli Wardrobe’s initial product selection strategy was to directly sell products with good offline sales in the live broadcast room, but not every product was a hit. In early October, Xiaoli Wardrobe developed a product through its independent design capabilities. It sold very well offline and became the first hit product online. The live broadcast time on that day exceeded 24 hours, and the transaction volume of a single product exceeded 2.85 million.

In 2021, Xiaoli Wardrobe registered a trademark of the same name and established an independent clothing design department. It carried out customized development based on Douyin user preferences and its own fan portraits. The rate of hits has stabilized, and it has also built itself into a new brand. Now it has figured out a set of methodologies that conform to the Douyin system.

First, choose a product with potential to become a hit, create sufficient content to attract traffic, explain it repeatedly through professional live broadcasts, and then leverage the paid traffic of Tik Tok's massive engine. This has become a path to creating popular products that suits Xiaoli's wardrobe.

In Yan Jianping's opinion, for brands that already have their own brand effects, it may be easier to start their transformation on Douyin. Before investing, Juleliang Qianchuan will provide all-round strategic guidance and intelligent placement of creative materials, and will review and explore long-term transactions to help brands grow rapidly.

●Digital marketing of "Excellent chicken breast"

In the category of ready-to-eat chicken breast, with 5 years of brand accumulation, it may be the TOP1 in this field.

Youxing's parent company is Fengxiang Co., Ltd., which focuses on the chicken export market. In the wave of the rise of domestic products in 2016, it was determined to develop the C-end consumer goods market in China, and chose this track as a breakthrough point to establish the Youxing brand. Most of its competitors are Internet celebrity brands, and their products are mainly produced by OEM.

Market competition has greatly changed Youxing’s overall marketing model and business logic.

Sensing the huge traffic of Douyin, Youxing began to use massive engine advertising to deliver information flow in 2020, driving conversion on the e-commerce side from the marketing side. On March 30 of this year, Youxing officially started its own live broadcast. During the 818 New Trend Goods Festival, Youxing's GMV reached 15.69 million, a GMV increase of 138% compared with the 618 period.

Looking back at what Youxing has achieved in the past year and a half: "high appearance, low calories, and low fat", in the current era of health, becoming a new outlet for food consumption is certainly a prerequisite, but crowd operation and product strategy are also the core reasons for its success on Douyin.

Initially, Youxing's target audience in 2016 was professional fitness enthusiasts, but because the number of people was too small, it expanded to include novices who hoped to become fitness enthusiasts and people who love running, but the overall traffic pool was still not large enough.

Ultimately, the target group was positioned at urban white-collar women in first-, second- and third-tier cities where body anxiety was growing, thus achieving a successful breakthrough. As for the precise delivery to users, Youxing chose Douyin, which is the best in this area.

Product strategy is the basis for attracting users after launch. However, in order to have a price advantage and satisfy consumers' common "need for discounts" mentality during e-commerce promotions, the combination of pallets is a considerable challenge.

Kang Kai, the marketing strategy director of Youxing, revealed that for the Douyin 818 e-commerce promotion, Youxing specially designed multiple material packages for time-divided traffic testing and selected the best content to be released on the day of the live broadcast. It also mobilized traffic resources in various fields, including its own private domain population and the diversion of its own audience-related population. All of this is based on the precise positioning of its own target population and the matching of the massive engine.

The certain growth brought by the massive cloud map and the traffic dividend growth driven by the massive Qianchuan... through scientific digital marketing methods, it can bring stable business growth opportunities to the brand.

"To put it bluntly, Douyin is never a place to sell goods directly, and this is not the mission of interest e-commerce. Instead, it is to establish the benefits of a long-term brand image," Kang Kai said in an interview.

The above four brands, based on the advantages of their own products, have entered a market with an extremely high ceiling through the Douyin 818 E-Commerce Festival. At the same time, they have also found brand advantages in the continuous competition with the market and gradually built up their own core barriers.

The fundamentals of a brand are its inner qualities, while the first thing users come into contact with when they actually come into contact with a brand is its face, traffic exposure, content attraction, business connections, and operational maintenance. This is not only related to the overall trend of the brand, but also closely related to the platform resources he possesses and his ability to utilize resources.

Perhaps it would be more vivid to describe it as the "unified field theory," the supreme theory in physics that solves the mutual transformation of the four fundamental forces.

Douyin's full-link marketing is building a "unified field", that is, using the traffic field, content field, business field, and management field of the massive engine to achieve the connection and conversion of the four marketing potentials, and realize brand innovation and new product promotion.

This also indicates that the new trend of marketing in the future must be to build a mature full-link marketing like Douyin to achieve a new model that is closed-loop, intelligent, precise and refined.

think

Brand marketing requires a fighting posture

Many brands have invested a lot of marketing expenses in different channels, but have never been remembered by users; however, some brands have captured users' needs through only one precise keyword and one core marketing action, quickly becoming popular and achieving both popularity and sales.

Different from the keywords of traditional brands, brands in the new consumption era need to make efforts in the traditional e-commerce field, and also achieve dual construction inside and outside the site in places such as live streaming e-commerce and content platforms.

Marketing is a fast battle - fast in tactics: the future battlefield of traffic is e-commerce monetization.

Marketing is a slow battle - slow in strategy. Only an all-round approach with time penetration can achieve the integration of product, effect and sales.

In an era when Internet consumption is accelerating, brand marketing needs a fighting posture: only by quickly iterating e-commerce tools and resources can it provide strong support for brands to realize traffic monetization.

This is not an easy task. It requires brands to have sufficient market acumen and consumer insights, and it also requires mature e-commerce promotion activities such as Douyin 818 to build a comprehensive marketing method for traffic, content, business, and operations to help brands penetrate and continuously explore new business possibilities.

Author: Jing Xun

Source: Party A Finance