Let us show you how to acquire customers through omni-channel marketing on “Double 11”!

Recently, I have seen many friends sharing the QR code display page about "Light up the torch red envelope and share 250 million yuan" on social platforms, "Wish you a happy Double 11". The Creation Festival derived from e-commerce has once again attracted everyone's attention.

Whether it is the three-channel simultaneous broadcast of the Carnival Night Party, the full network linkage, the "Silicon Valley + Hollywood" business model , or the various promotional methods of "Thousands of Stores with Thousands of Faces", they all illustrate one thing: 2017 "Double 11" is the year when the new retail concept was implemented. It has dominated the presentation of new business, and the first year of omni-channel marketing based on user insights , technical support and brand innovation has begun.

Now and in the future, consumption patterns will gradually upgrade to personalization, and original and customized content can better meet consumers' consumption needs. The so-called "new retail" means providing consumers with personalized, convenient experiences and services in a scenario where the consumer experience is globalized.

According to the "2017 New Consumption Trend Insight Report" released by TalkingData, the widespread application of digital technology has provided effective resources for the service efficiency of the consumption chain. The Internet of Things has not only reshaped the retail model of traditional channels and e-commerce, but also changed consumers' consumption habits. The rise of a new generation of consumer groups has made life more diversified. Driven by mobile smart terminals, consumer portraits are clear and specific.

So, on the 2017 "Double 11" carnival day which focuses on consumption upgrading, how will the battle of consumption + upgrading be fought?

1. New Retail: Consumption + Crowd + Channel Integration

The increase in the proportion of online retail in the past has kept the growth rate of e-commerce transactions at a high level, and the potential of online consumption has continued to be released. At present, the flow of the new generation of population has played the role of communicator and influencer for the cross-regional integration of consumer demand.

Young people from first-tier cities are returning to third- and fourth-tier cities, and the sinking of users of media channels has brought new opportunities for online and offline channel marketing. The impact of e-commerce nodes such as June 18, November 11, and December 12 on traffic fluctuates greatly, while offline customer traffic still dominates during traditional holidays and weekends.

In the new retail experience environment, the relationship between online and offline channels will be one of win-win cooperation rather than competition, and the competition for traffic between each other will be deeply integrated into better services for consumers. Offline experience, online ordering, and store pickup will become more and more common. There will be no communication gap between online and offline. Instead, each has its own advantages and will provide corresponding services based on the population, region, and brand tone.

2. New e-commerce: decentralization + social distribution

It is reported that this year, more than 140,000 brands from all over the world have invested 15 million products in the "Double 11" festival, and more than 1 million merchants at home and abroad have achieved online and offline integration. Various Tmall stores, Village Taobao points, brand pop-up stores, and city business districts, various brands will use technology to add to the construction of new promotional methods.

At a time when traffic is becoming increasingly expensive and fragmented, too much information has captured consumers' attention, and platforms and brands have established a content advertising strategy.

Starting from the “Double 11” live broadcast + gameplay last year, content-derived social distribution has opened up the industrial chain for the brand’s new marketing model. The combination of single products and KOLs , brands and IPs, content and gameplay provides an important platform for traffic diversion + sales + word of mouth. Linking all important resources is the best way to showcase interactive marketing, membership rights and interests, and store services.

Integrating channels and focusing on e-commerce channels is not only a brand marketing idea for lean operations , but also a booster for increasing brand awareness and leveraging traffic.

3. New model: high-quality traffic + customer conversion

Open Taobao on the site, and scroll down from the homepage to see sections such as Taobao Headlines, Weitao, and Taobao Live . You can directly jump to the store or product details page.

In addition, several channels such as "Guess What You Like", "Good Products", "Daily Good Stores", "I Love Shopping" and "Must-Buy List" are all presented in short videos . As the leading video information flow in all social channels on the entire network, its contribution to activation, traffic diversion and repurchase rate cannot be underestimated.

The monetization methods of short videos are mainly concentrated in advertising, e-commerce, user value-added, live broadcast, etc. This type of display provides a practical solution to consumers' demands of "buying, watching and communicating at the same time".

With the access to high-quality traffic on major social platforms, native advertising content can be directed to e-commerce platforms with just one click. The marketing closed loop of social channels reflects the assistance in preheating, live broadcast, interaction, and fan gathering during the promotion period.

Finally, the following recommendations are made on channel selection:

Social relationship targeting, intelligent and precise audience targeting

Native immersive advertising to improve user activity

Massive user coverage, search behavior guides recommendations

Directly reach users’ interests, and dominate recommendations distributed by users

Media attribute product matrix, focusing on covering users in e-commerce, tourism, finance, real estate and other industries

The innovation of new retail compared to traditional e-commerce lies not only in the internal and external compatibility of channel selection, but also in the seamless connection of retail formats.