Luban e-commerce advertising National Day & Mid-Autumn Festival sales guide!

This article shares with you the National Day and Mid-Autumn Festival sales guide for Luban e-commerce advertising .

The once-in-a-century Mid-Autumn Festival coincides with National Day, and I’m finally going to have an intimate embrace with my super long vacation! Are you going to the grassland to be a man lassoing horses or sipping an ice-cold coconut on the beach? Forget it! I'm going to stay at home and take advantage of the Golden Week to quickly create a plan to grab data and let the consumption UPUPUP~

Don't worry, the e-commerce advertising assistant of Massive Engine is here to give you a holiday gift. We have prepared a comprehensive advertising analysis guide for you from the aspects of overall traffic trend estimation, sub-category trend insight, advertising suggestions and product recommendations. We hope it can help you grasp the rhythm of traffic benefits during the long holiday and successfully catch the National Day and Mid-Autumn Festival boom~

1. Forecast of market traffic trends

During the National Day holiday, overall traffic was abundant, and it showed an upward trend before the holiday, reaching a peak in the early part of the holiday, and then fell slightly at the end of the holiday (but still higher than daily traffic), resulting in a slight impact on the brand.

1. Traffic started to rise before the holiday. Customers with demand are advised to make plans and construction in advance to seize the rising traffic before the holiday.

2. Brand investment is mainly before the holidays, and the investment intensity is reduced during the National Day holiday. The bidding traffic on all ends is relatively abundant, and customers can explore the volume according to their own needs.

Trends in traffic population attribute changes (historical data for the same period is for reference only):

1. Characteristics of time-sharing traffic: Traffic on all terminals inside and outside the site and on media platforms rises to a high and stable level after about 8 a.m., and the small peak of traffic at noon on weekdays is less obvious. The peak traffic period is still from 19:00 to 22:00 in the evening;

2. Population change trends: There are certain fluctuations in the traffic structure of gender, platform type, and regional population attributes, mainly showing the following characteristics:

• Traffic from people aged 31 and above (people with strong spending power) on all platforms grew strongly (↑2%~90%)
• During the National Day holiday, people traveled and there was a certain trend of traffic flowing from super first-tier cities to other tier cities. The traffic in first-tier to fifth-tier cities on all ends increased (↑0%~30%)

2. Insights into sub-category trends

Platform e-commerce

Maintain the investment in Pangolin and increase the ceiling of traffic acquisition. It is recommended to allocate 35% of the plan to Pangolin.

Clothing accessories

The volume is good on Douyin and Toutiao. In terms of CPM performance, the CPM of Douyin, Toutiao and Xigua Video has declined. It is possible to explore volume growth on these three terminals.

Beauty

During the National Day holiday, the beauty industry has a greater opportunity on Douyin. In terms of traffic bidding environment, the CPM of Douyin, Toutiao, and Pangolin has decreased compared to normal days. If you need to get traffic during the National Day holiday, you can explore the volume on these three platforms.

Mother and Baby

The CPM of Toutiao remains basically unchanged, Xigua Video has slightly increased, and Pangolin and Douyin have dropped significantly. If you need to increase the volume during the holidays, it is recommended to increase the price appropriately when placing Douyin and Pangolin to achieve better volume-increasing effects.

Daily Chemicals

During the National Day holiday, the volume increased significantly, and the CPM level was relatively low. It is recommended that all parties maintain the current bidding level and make plans for expansion and other infrastructure before the holiday to seize the holiday traffic.

Food & Beverage

Maintain the investment in Pangolin and increase the ceiling of traffic acquisition. It is recommended to allocate 35% of the plan to Pangolin.

Author: Massive e-commerce advertising assistant

Source: Massive e-commerce advertising assistant