Taking the 98 Shopping Festival as an example, how to use product thinking to promote sales

The Purchase Festival on September 8, 2016 was the biggest promotion with the highest participation among all industries and businesses of 1688 throughout the year. “Creating a marketing promotion for a complete B2B supply chain” was the core idea of ​​the 98 promotion design. When I first received this task, I was a little surprised! stay! it’s done! There are more than 300 venues and thousands of foreign investment resources. We also need to build the 1688 marketing brand, a Class B promotion. On the basis of service penetration, merchant emergence and market voice, we must also play with design features, create a promotional atmosphere, and provide efficient shopping guides. Holy High! Given that UED resources are very limited, how can we organize such a huge promotion in just one month?

Yidianjun will explain how to use product thinking to promote sales in the following parts:

• P AR T 01 Nahuo Festival Brand Logo Definition
• PART 02 Overall page framework & traffic diversion strategy
• PART 03 Venue Design Strategy
• PART 04 Venue dynamic design plan
• PART 05 Components & external investment resource location design plan
• PART 06 Automation Design & Process Standardization
• PART 07 Buyer Research & Data Measurement Model
• PART 08 Summary & Future Directions

How can we unify the massive venues, resource locations and component requirements, as well as the operational strategies of different vertical industries and horizontal businesses in one event? We need to define a graphic brand logo with wide applicability to represent the 1688 Shopping Festival. Combined with the image of Aniu of 1688, we finally adopted the bull head as the unified image of the big promotion and reused it in every corner of the big promotion.

In previous big promotions, due to the huge traffic on the explosion day, the main promotion venue often became the object for various project teams to divide their sphere of influence. For a group with obvious industry characteristics such as Class B buyers, this is not the best user experience. For this promotion, UED proposed a new idea in the design strategy of overall traffic diversion: breaking up all sub-venues and re-aggregating the sub-venues (horizontal business, scene-based shopping guides, vertical industries) by industry. From the perspective of buyers, we organize high-quality goods, cutting-edge goods and other distinctive goods by industry, forming a rich shopping guide with unique industry characteristics, shortening the buyer's search and browsing operation path, and improving the exposure and reach of the sub-venues;

In the process of continuous communication with the entire promotion project team, we gradually determined the main design principle of the 98 main venue framework based on the perspective of Class B buyers: The original problems in the promotion traffic diversion: Some related and similar venues were divided, and the traffic did not form a healthy flow; The browsing path formed by the paid traffic was not deep; The exposure opportunities of each venue varied greatly; It intensified the competition among various horizontal businesses to independently invest in external traffic resources;

New traffic diversion ideas have been improved: The main venue and the industry homepage mainly aggregate all relevant vertical and horizontal venues by industry, supplemented by business aggregation, so that industry users can see all the products in a certain industry; Encourage operations to explore the characteristics of each branch venue and make venue differences; Strengthen the interconnection between similar branch venues to give users more opportunities to browse continuously; Finally, the new traffic diversion idea was implemented on the main venue page for pilot testing, and the main industry venue is still operated by the vertical industry itself:

After formulating the overall framework and traffic strategy of the page, the design of the venue began to implement the idea of ​​"creating a complete B2B supply chain marketing promotion". The marketing graphic brand logo of the bull head was reused in various vertical industries and horizontal business venues.

The visual of the main venue is mainly highlighted around the following three aspects: - Copywriting : highlighting the "1688 Goods Purchase Festival Main Copywriting" to assist in displaying the "Golden Autumn Stocking Season" sub-copywriting, while highlighting the interest points; - Brand: adding a new version of the "Bull Head" graphic design element, which is linked with the secondary and tertiary venues of this 98 promotion to create a 1688 full-network branding promotion plan; - Scenario: The supply chain scenario revolves around the "1688 Goods Purchase Festival" main copywriting, setting up a complete supply chain channel from source raw materials->factory->distributors->logistics->offline stalls & retail stores, opening up and perfecting the visual presentation of the entire Class B link. At the same time, the main venue chose the 3D modeling technique to render the entire scene around the main copywriting of the Goods Purchase Festival and the Bull Head.

Floor plan of the main venue

After the new traffic diversion idea was implemented in the main venue, taking the women's clothing floor as an example, the average number of venue visits by users after centralized shopping guide increased significantly compared to the overall venue exposure effect of women's clothing, which was more than 15% higher.

Using the bull's head as the core visual element to expand the sub-venues, we achieved a variety of styles while ensuring a strong sense of unity in the event.

The visual design of the sub-venue focuses on the following three aspects: - Brand unity: In order to maintain unity with the main venue and secondary sub-venues and deepen the branding of 1688's entire network, the "bull head" graphic design element is used in the design of the sub-venue, and the visual effect of the main venue's 3D modeling is extended to it. -Industry diversity: In order to highlight industry differentiation, the industry sub-venues and the horizontal sub-venues of partnership, agency sales, and imports are somewhat different in composition and background atmosphere rendering. Unique industry characteristics can be incorporated into auxiliary graphic elements and color matching methods. -Design efficiency and cost: In just two weeks, 300+ pages were output. While ensuring the quality of the pages, design efficiency is particularly important. The design of the branch venue needs to consider the cost of template modification. The efficiency of page output can be improved through clear template specifications, one-click background color modification, multiple copywriting and typesetting references, etc.

In previous promotions, when designers designed complex title image animations, they often took up more front-end resources. However, the animations are generally online for a short time (1 to 3 days in the outbreak period), and the animation effects achieved by technical means are limited. In order to completely release front-end resources and reduce the restrictions on designers when making animations, and then use cooler effects to enhance the promotion atmosphere and highlight the benefits, the entire main venue title image was displayed using video in the 98 promotion.

The selected video technology implementation methods and various technical means are compared as follows:

The online effects of the main venue are all achieved by Webm technology——

Banner resources are created according to the different requirements of each stage of the promotion.

1688 Homepage Atmosphere

Search LOGO animation

Red Envelope Box

Process standardization: As an important part of the marketing system strategy, the full-role workflow of a big promotion involves many external roles and UED internal roles. Process standardization can make the organization of large-scale promotional activities more orderly, reduce communication costs, and improve quality and efficiency. For example, the full-role workflow within UED includes 9 main roles, including interface design, interaction design, main venue design, horizontal main venue design, sub-venue design, component and atmosphere design, and buyer research. From the KICK OFF of the big promotion to the end of the return, it is divided into 10 time periods, including 5 key nodes: demand review, preliminary design and component review, design review, development review, and page launch. The work matters of each time period and the input and output of the key nodes are specifically subdivided. Each role can quickly find the focus of work, formulate work plans closely around the business, and improve work efficiency.

The automated design center uses high-quality templates and outsourcing piece-rate platforms to help operators quickly build pages

Establish a data indicator measurement model for big promotions: accumulate data from previous events

The key user groups for the big promotion buyer survey are divided into three categories, and the sample extraction logic is as follows:

Summarize the buyer issues of the user group and summarize the feedback by categories.

To summarize, there are 4-5 1688 site-wide promotions every year, and there are countless promotions for various vertical and horizontal businesses. Under such intensive activity demand, using product-oriented thinking to do promotions plays a good role in brand communication, systematic design of promotions, project team efficiency improvement, promotion gameplay and component reuse. The future B2B marketing design will definitely become more intelligent and personalized, and the distribution and diversion of traffic will become more reasonable and efficient. This is also the future research direction of our B-type marketing designers.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

This article was written by @ Alibaba_B2B_UED and the Marketing Design Team was compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!