Double Eleven, e-commerce industry leverages marketing skills!

The National Day is coming soon. A group of marketers are racking their brains to find ways to follow the hot spots and use the National Day as a super hot spot to bring more traffic to their own products.

This article mainly starts from the e-commerce industry and analyzes how the e-commerce industry can better leverage marketing opportunities during the National Day holiday.

For the e-commerce industry, there are only two ways to leverage marketing. The first is to leverage marketing to bring in more traffic, promote user conversion, and thus increase GMV. The second is brand promotion, leveraging marketing, conveying the core value of the product, and occupying the minds of users.

One is a quantifiable core indicator, and the other is an unquantifiable soft indicator. But no matter what, it ultimately comes back to the stage where users purchase and pay.

How to get users to buy, buy, and buy more, this is the core of the e-commerce industry.

We all know that the most classic formula of e-commerce is: GMV=UV*purchase conversion rate*average order value , which uses nodes that the public cares about to create associations with brands and increase brand traffic. Coupled with the help of marketing information, it ultimately leads to user conversion.

1. What kind of products are suitable for following the National Day hot spots?

There are only two core important elements for National Day: the first is the 7-day long holiday, and the second is the 70th anniversary of the founding of the People's Republic of China. The element that is relevant to most people is the 7-day holiday.

What does vacation mean? It's nothing more than eating, drinking, playing, clothing, food, housing, transportation, etc., that is to say, everything closely related to people's lives can be combined with the National Day holiday. For example, Zhou Hei Ya might say: Going out during the National Day holiday is so crowded, it’s better to order a duck at home. And you will also get a 30-yuan coupon. Are you tempted? After all, you are staying at home, watching TV series, reading books, and having some snacks from Zhou Hei Ya to refresh yourself.

This is a typical eating scene. This eating may be a snack, or it may be a meal when going out for a party! By combining the gimmick of the National Day holiday and providing enough benefit points, it will be easy to promote user conversion, stimulate user purchases, and even stimulate users to buy more.

How should we incorporate the element of the 70th anniversary of the founding of the People's Republic of China?

It is nothing more than the 70th anniversary of the founding of the People's Republic of China, the whole country is celebrating, and all orders will be discounted as much as the purchase amount reaches the limit. Such gimmicks and profit points are nothing more than an attempt to take advantage of the popularity. When it comes to riding on the popularity of a topic, the best approach is to create a suitable user scenario and use different gameplay methods to stimulate users to buy.

So to sum up, for the National Day hot topic, basically all e-commerce brands can find suitable scenarios to enter. However, how to enter and how to play must be combined with product features and how users use the product in the National Day scenario, which will make users feel more reasonable. Giving users a reason to shop is also providing them with a better opportunity to use the product during the National Day.

Combining nodes and products to create a scene for users is a commonly used marketing method during the National Day. This scene may be the most comfortable scene, or it may be the most painful scene. By grasping the consumer's pain points/G-spots, it is possible to promote conversion.

2. In the e-commerce industry, how should we follow the National Day hot topics?

For the e-commerce industry, activities = gimmicks + profit points. The gimmicks tell users why you want to do this and also give users a reason to buy.

The e-commerce industry is best at creating festivals, linking popular festivals with shopping streets, and stimulating user purchases. Tmall’s Double Eleven is the best example. It has evolved from Singles’ Day to the annual Double Eleven Shopping Festival. Taobao has made an indispensable contribution to this and it has become a hot spot for national shopping carnivals.

The same goes for National Day. It is a good choice to have a shopping spree during the National Day holiday. JD.com launched the "Boiling National Day" campaign during the National Day in 2017, focusing on home appliances. From September 30 to October 8, it gave away gift certificates worth hundreds of millions of yuan. At the same time, some products were sold directly at a reduced price.

1. How to create a gimmick

Earlier, we mentioned that gimmicks are nothing more than giving users a reason to buy, and they are also a good reason for merchants to promote sales. From the user's perspective, create a consumption scenario that satisfies users, so as to better promote user purchases.

For example, the video “No purchasing on behalf of others during Double Eleven” that NetEase Kaola made during Double Eleven fits the pain points of users traveling overseas very well. I went to a tourist attraction and sent a photo, but received many requests from friends to buy things for me. At this time, this video can express the voice of this part of users very well. If it is coupled with a preferential promotion information, a preferential price that is cheaper than purchasing on behalf of others, then it is easy to promote user conversion at this time.

Earlier, we mentioned that the National Day holiday is relevant to most people. National Day holiday = eating, drinking and having fun. Some people choose to eat, drink and have fun at home, some people choose to travel to eat, drink and have fun, and some people choose to stay at home and read during the National Day holiday. Therefore, the carnival of the National Day holiday can be associated with many brands.

2. How to determine the interest points

After thinking about the gimmick, the next step is to create interest points that are attractive enough to users. For users, if your gimmicks are sufficient and the user scenarios you create are very appropriate in combination with the National Day, but there are not enough interest points, it will be difficult to stimulate users to place orders.

As for the interest points, it is nothing more than the use of various promotional methods. Generally speaking, promotion = the purpose of promotion + the benefits that users can obtain + the additional benefits that users can obtain. As long as the entire promotion process satisfies xx, you can xx and can also xx. There are many different ways to promote sales, but the simpler the method, the easier it is for users to convert. In general, the promotion methods used in the e-commerce industry are roughly as follows:

1) Free gift: Spend xx yuan, get xx

For purchases over xx yuan, you will receive a xx yuan free-of-threshold coupon, or some physical prizes. The core of full delivery is that the amount that users need to reach is not high, and at the same time they can get a "high-value" gift. Please note that I put quotation marks around the word "high value" here. It does not mean something of real high value, but it means that users can feel the high value of the gift.

2) Full discount: spend xx yuan or more, get xx discount

This is a very common promotional method. If you spend over xx yuan, you will get an instant discount of xx yuan. This is a promotional method to increase the user's average order value.

The original average customer spending of the store may be 100 yuan, so you can set up a coupon for a 20 yuan discount on purchases over 120 yuan. Generally speaking, the amount of discount achieved is usually 1.2-1.5 times the average order value, which can not only increase the average order value but also promote conversion.

The amount of the discount is generally determined based on one's own profits, and the discount price is determined based on the actual profits of one's own products.

3) Full rebate: spend xx yuan, get xx yuan back without any threshold coupon

Pinduoduo is the one that has taken the full-rebate policy to the extreme, and it can better promote user conversion. After all, there is no threshold for the rebate coupons, and users can obtain actual benefits. For purchases over xx yuan, xx yuan in cash will be returned, and the merchant will bear the full return amount.

4) Add xx yuan and get xx gift

This type of promotion is a good way to increase average order value. Himalaya uses this promotional method to sell Bluetooth speaker combinations together with its membership cards. The annual membership card is 198 yuan, and you can get a Himalaya Bluetooth speaker by adding just 1 yuan.

In order to increase the payment rate of members, each company can be said to have tried every possible way to attract users to pay, from joint membership to buy one get two, buy one get three, and even giving away physical items for an additional RMB 1, to stimulate users to pay.

5) Lucky draw: spend xx yuan or more to participate in the lucky draw

The lottery method can mainly increase store traffic and fans, but it is not very helpful in promoting store conversions. However, if it can be supported by super prizes that the target users like, the effect will still be good.

6) Flash Sales

Limited-time flash sales and limited-time flash sales are the basic forms of flash sales. However, since it is a flash sale, it must be a super discount, allowing users to enjoy a super discount. For example, the first 100 copies a day will be sold out at a limited time, and if more than xx copies are sold, the price will return to the original price to stimulate users to buy. Another way is to offer super discounts during a certain period of time.

7) Direct discount, xx discount for the whole store

xx% off the entire site is a commonly used promotional method, and it is also the most attractive way for users. After all, direct discounts will allow users to get real benefits. For example, a product that originally cost 50 yuan is directly discounted by 50% and can now be purchased for 25 yuan. Isn’t this a good deal?

As for the benefit points, it is nothing more than the use of various promotional methods. As long as users can enjoy value, or even extra value, it will be very easy for them to pay for it.

During the National Day, a holiday when everyone is having fun, as long as you find the right user scenario to target and deliver attractive discount information to users, it will be easy to promote user conversion.

However, for the e-commerce industry, holiday traffic is not that significant. Holiday traffic is generally only 80% of the usual traffic. But if this part of the traffic is handled well, it can also promote user conversion.

Author: Tingting

Source: Tingting