Taking Double Eleven as a reference, we discuss the necessity of brands grabbing sales through all channels

According to the "2017 China Social E-commerce Data White Paper" released by iResearch, the online retail market as a whole has been growing steadily, while the innovation of mobile e-commerce has been increasingly strengthened . In 2019, the transaction volume of the mobile online shopping market is expected to exceed 6.5 trillion yuan. Social drive effectively motivates and guides users' purchasing potential, and mobile consumption has become the mainstream trend of online shopping.

In 2016, the total online sales on Singles’ Day reached 177 billion yuan, a year-on-year increase of 44%. This year marks the ninth year of the shopping festival, and “Double Eleven” has become an annual shopping carnival for the entire nation.

The 2017 Double Eleven will create a super IP plan, and start the battle of entertainment IP empowerment in the first year of new retail with the linkage of three stations and synchronization of the entire network.

Content and social media are having an increasingly greater impact on brand marketing and word-of-mouth, injecting endless vitality into the e-commerce marketing market.

From creating festivals to IP, how will brands grab sales on Double Eleven 2017? This is the first time that the whole network has jointly diverted traffic since the new retail concept was proposed. How can brands win?

This article uses "Double Eleven" as a reference to explain how brands compete for sales across all channels .

1. Preheating gameplay is essential for the big promotion sprint

As we all know, Double Eleven is not just a one-day carnival. The entire shopping festival spans more than a month and is divided into four stages: the early warm-up period (10.8-10.31), the warm-up climax (11.1-11.10), the shopping festival (11.11) and the post-holiday return (after 11.12) .

We are currently in the early warm-up stage. How can we gain users' attention?

It is necessary to understand the multi-dimensional integration of consumer purchasing behavior driven by social media, and link all high-quality resources in the process of attracting attention, arousing interest, searching, purchasing, and sharing.

Taobao has been increasing its investment in content e-commerce. For example, Weitao has been displaying pictures, texts, blogs, live broadcasts , and short videos of experts continuously. Increasing its presence in front of consumers in the short term is a basic approach to arouse empathy and occupy their minds.

This alone is not enough. Node marketing must create popular products and activate fans with new product lists, top products, and personalized products. The simplest routine is to continuously bombard fans with cash back, red envelopes, and lotteries.

At the content level, the Taobao system sorts by high interest, i.e. hot spots > buyer shows > event recommendations. When the interest points of the activities in the store are huge enough, it becomes a reverse recommendation.

The core purpose of paid promotion on the site is naturally to influence the collection and shopping of targeted groups of people. Through trains and diamond exhibitions are naturally not to be missed.

2. Sharing is rewarded, and social interaction is getting better and better

Since it is content + IP marketing, promotion on social platforms where experts gather is naturally indispensable.

The goal during the warm-up period is to maximize exposure. E-commerce products on the content page can be directly clicked to complete the transaction. The product details page also has a "share and get gifts" to guide the spread of the information. Media terminals can also realize video and picture jump downloads to achieve a closed marketing loop.

Mobile e-commerce is the integration of sales channels and media broadcasts. Taking Weitao as an example, stores interact with influencers through live broadcasts, shaping the purchase experience with three-dimensional product displays and humanistic contexts. At the same time, it optimizes reviews and encourages consumers to upload "buyer shows", turning buyers into content producers and disseminators.

The current situation of the brand is to guide behavioral change through consumption + crowd, and then achieve precise customization for thousands of people through content + word-of-mouth intelligent distribution.

Omni-network marketing can establish a close connection between categories, brands and consumers, and attract fans by leveraging refined operations during the golden sales period.

From preheating, attracting fans, promotion, conversion to dissemination, we can prioritize matching the search, information, social, entertainment, video and other functions corresponding to Weibo resources, and provide value for related information flows such as downloads, offline traffic, sample applications, node promotions, new product launches, videos, etc. for brand owners.

3. Content Marketing , Word-of-Mouth Retail Has Arrived

New retail is not only the integration of products and channels, but also the integration of online and offline. Returning to the essence of retail is to provide consumers with the goods they need and provide a simple and efficient shopping experience process. High-quality content is the best olive branch for acquiring customers, and the gameplay of watching, buying and sharing will maximize the value of fans.

The increase in demand for experiential consumption and personalized services has brought about a qualitative leap in the brand's full-network marketing. The simultaneous operation of the official flagship store and offline stores, and the connection between online and offline activities, are all pushed to consumers through content diversion.

Different reward policies and status benefits are provided for new customers and members.

For example, shopping guides, information, and interactions offer unique ways of playing, providing personalized pages to attract visitors; winning potential customers through interest-based push; delivering accurate information to old customers through smart push; and providing interest support to members.

All of the above channels are presented one by one based on the population characteristics of mobile e-commerce, the directional rules of information flow push, and the expansion layout of content marketing, assisting transactions from the perspectives of integrated marketing within the site, social media communication, and channel promotion.

Shop in diverse life scenarios and express yourself through social and entertainment shopping. Amplify the value of mobile marketing and content IP into product profits and pave the way for customer acquisition.