2020 Omnichannel Online Marketing Report!

Today I would like to share with you how to digitalize brands and retail. Data shows that since the outbreak of the epidemic, there have been several typical changes in user behavior: first, the average monthly usage is 160 hours, an increase of nearly 40% compared to the beginning of 2019; second, while short videos have grown rapidly, they have squeezed out the time users spend on social interaction and information.

In our sharing session two years ago, we talked to you about how the biggest change facing brands and retail is from product-centered to user-centered, which is the core change brought about by digitalization and onlineization. What follows are changes in the way of reaching out, the decision-making chain, and the purchasing pattern. In order to cater to this change, offline retailers and some brands have made breakthroughs, such as Sam's Club (MAU increased by 438.5% year-on-year to 1.3 million in February 2020) and Nike, which went online in April 2019, had an MAU of over 3.03 million in February 2020! Although social e-commerce is still in its early stages, its user growth is also very impressive, including Weidian (MAU increased by 99.1% year-on-year to 10 million in February 2020) and Mengtui (MAU increased by 260.4% year-on-year to 9.23 million in February 2020)! The growth of WeChat Mini Programs and the practices of attracting users based on Mini Programs are also effective, including Jingxi WeChat Mini Program (MAU increased by 2829% year-on-year to 134 million in February 2020) and Suning.com WeChat Mini Program (MAU increased by 446.56% year-on-year to 14.47 million in February 2020)!

Look, what qualifications do you have for not working hard? With the complete set of strategies of full scene + live broadcast + short video + mini program, the classmates you look down upon have quietly surpassed you. Do you have a sense of urgency before the college entrance examination? As the saying goes, if you don’t perform well in a mock test and find yourself falling behind, what should you do? Why not read the report?

Confusion and questions faced by brand owners and retail companies in the process of online digitalization

User level: The consumption model of mobile Internet is developing towards socialization, socialization and communityization, and the new model is welcomed by users

1. Brand owners need to pay attention to changes in user behavior and decision-making factors in the Internet era

1.1 Affected by the epidemic, users have more time to spend on the Internet while staying at home. The average monthly average time per person is close to 160 hours, an increase of 43 hours year-on-year.

1.2 The short video industry's share of total online time consumption continued to increase to 16.1%. During the epidemic, users' demand for searching and browsing information increased significantly. Combined with the development of browser information flow, the time consumption increased by 1%, which squeezed users' attention from instant messaging.

1.3 Post-80s and post-90s are the main online groups, with active user numbers reaching 360 million each. Among them, the usage time of post-90s has increased by 52.4%; post-00s are growing rapidly, and their preference for pan-entertainment is more obvious

1.4 In the new era of mobile Internet, the consumption path of users has changed. The influencing factors have changed from the attraction of commodities to the multi-dimensional complexity of social networking, content, etc., thus shortening the user decision cycle, expanding the selection of categories and brands, and stimulating user consumption.

2. Faced with various online sales channels, how should brand owners choose?

2.1 Build your own app, join a comprehensive e-commerce platform, use WeChat mini-programs, or use social communities and community e-commerce platforms?

2.2 Affected by the epidemic, users' demand for online shopping has increased significantly. More than 80% of users on the entire network are active on e-commerce platforms, of which 76% are using comprehensive e-commerce platforms

2.3 A number of brands and physical retailers have emerged in the field of comprehensive e-commerce; social e-commerce is still in the early stages of the industry, but based on social fission, it can achieve several times the rapid growth in a short period of time

2.4 Mini Programs have become a new traffic source for acquiring users. They can also achieve phenomenal growth based on social traffic. Users discuss and share products on WeChat, providing favorable growth conditions for e-commerce mini programs.

2.5 For the new growth black horse mini programs launched in 2019, there are many well-known brands that have used WeChat social traffic to gain millions of active users in less than a year. Mini programs are becoming an effective channel for many physical enterprises to go online.

Marketing level: Internet marketing methods, new marketing needs to cover all users, all time periods, and all channels

1. In the era of omni-channel marketing, as the online traffic dividend gradually disappears, brands and retailers need to proceed step by step, take steady steps, and optimize public domain traffic to inject into their own

2. Currently, among the advertising distribution of advertisers on various online media platforms, information and video media account for 70% in total, becoming the mainstream media

3. When placing advertisements, in order to maximize ROI, different brands also need to conduct targeted placements based on their core target groups.

4. Taking the maternal and infant population as an example, through industry screening-APP screening, 5 APPs can be selected to form a core delivery portfolio, which can cover 65% of the target group in the fastest time at all times.

Using new media, live broadcast, short videos, mini programs, etc. are helping brand owners build their own private domain traffic and increase conversion effects.

1. Based on their traffic advantages, giants provide support to brands and retailers, driving offline businesses to move online, establishing private domain traffic, and increasing voice and sales.

2. Brands live streaming on Taobao

More and more retail brands are entering Taobao Live to conduct regular operations and accelerate the digitalization process. The anchors are evolving from C stores to B stores, with B-ends directly providing live shopping guides and seamless ordering, forming a new fan economy and private domain economy.

3. Terminal manufacturers in short video live broadcast

As everyone stays at home, users are more enthusiastic about watching videos and live broadcasts. Vivo's sub-brand iQOO has linked up with Douyin short videos to attract users of competing products through a combination of "live broadcast conference + live interaction with celebrities and experts", allowing them to experience the new product in person, intuitively convey the performance of the new phone, and start a new cloud experience marketing for terminal models.

4. Department stores use short video live streaming

Wangfujing entered the Douyin store platform. Zhuzhou Wangfujing opened the Douyin live streaming sales channel and started live streaming on February 28, attracting the attention of fashion-sensitive young women.

5. Retailers on WeChat Mini Programs

For chain supermarkets, self-operation has a higher degree of operational freedom. Based on offline stores, Yonghui Supermarket has efficiently promoted the integration of online and omni-channels, achieved omni-channel integration, and developed APP and mini programs in parallel to obtain differentiated user portrait coverage.

6. Brands in WeChat Mini Programs

Perfect Diary uses the community layout of local store users, through which makeup artists use the community to push live broadcast messages to store customers and broadcast live on WeChat mini-programs, thus effectively reaching users during special periods.