Some brands no longer know how to do Double 11.
Celebrity marketing can no longer lie flat and harvest the fan economy. There are countless cases of "popular fried chicken" yesterday and "overturned dog" tomorrow. The traffic that is safe and effective in carrying goods has been completely divided up by big brands, and new brands have become more cautious about the choice of celebrity spokespersons.
The live broadcast room of the big anchor has become an "all-in" option, and even "loses money to sell and shout". Of course, brand self-broadcasting can still be done, but the live broadcast timeline is getting longer and longer. An entrepreneur of a beauty brand told me that this year's Double 11, they plan to do a "sunset live broadcast", from October 20 to November 11, two shifts.
The planting schedule of major content platforms has been scheduled from October to the end of the year. The closer to the big promotion period, the more amazing the price of traffic, and many brands are in a dilemma: if they don’t do it, the competing products are doing it, and they are afraid of losing; do , the ROI is low, and the 1:0.8 micro-loss breakeven is the last decent.
E-commerce platforms are also constantly exploring new possibilities for Double 11. On the one hand, this year is already the 13th year of Double 11, and consumers are almost familiar with the gameplay and routines of traditional e-commerce platforms. In addition to the "lowest price" and "stocking" mentality, they also need some new concepts and new ways to attract users. On the other hand, the rise of some new traffic channels is also challenging traditional e-commerce giants.
This year's Double 11 is a tough battle for both brands and platforms.
As the saying goes, times make heroes. When the bubble in the consumer industry bursts, it is the time for those who are down-to-earth to become brands to take off.
The beginning of the Double 11 battle also made me feel the changes in the marketing strategies of brands. The most notable point is that brands and platforms are doing their best to find new marketing breakthroughs - from culture to technology, from reality community to virtual world.
1. From traffic to product-efficiency collaboration, brands expand marketing boundaries
Double 11 is not only the arena for traffic, but also the most exciting arena for brand marketing.
In 2021 Double 11, how can brands expand their marketing boundaries?
Left: Impression of Huaxizi Miao; Right: Perfect Diary Small Heel
On the eve of last year's Double 11, Huaxizi launched the "Beautiful Oriental, Miao Impression" Haute Couture Gift Box, linked with celebrities such as telemarketing list A Duo and Li Jiaqi, and KOLs to target consumers in advance, and consolidated its "Oriental Beauty" brand positioning;
With the official announcement of Zhou Xun as the brand image spokesperson and Poke Ye as the brand ambassador, Perfect Diary has gained a lot of discussion on social media, and it has also raised the brand's tone;
At the end of October, Ubras held an event of "Looking for U Show Koi, Contracting Underwear for One Year", encouraging users to share orders and create momentum for Double 11;
Before the big promotion, Santonban launched the "Return Plan", calling on users to come to the brand's offline "return point", exchange product shells for the brand's peripheral materials, and simultaneously complete the implementation of the brand's sustainable concept and in-depth communication with users...
All this shows that many brands are paying more and more attention to their own brand building in addition to GMV on Double 11. The brand has also transitioned from the pure pursuit of growth to the synergy of quality and efficiency.
By the way, I will share a "warm knowledge" here: whether it is 618 or Double 11, brands need to submit their own brand marketing plans during the promotion period to win some platform slots. The reason behind this is that e-commerce platforms have even seen the power of brands earlier than some brands.
Discounts and big promotions are all based on a "brand premium". If there is no brand premium and buy the white brand directly, isn't its price more fragrant? If there is no brand halo blessing, the prices of many products on Pinduoduo and 1688 can make consumers spend Double 11 every day.
Therefore, during the 6.18 and Double 11 promotions telemarketing list every year, we can see that e-commerce platforms link brands to do online and offline marketing activities together. For example, since 2018, Tmall has launched a “cat head poster” with its co-branded brand, and laid out ground advertisements on a large scale.
On the one hand, the platform needs to consolidate the impression of consumers that "the brands you like are all here", and repeatedly remind users to come and consume during the big promotion period; on the other hand, this is actually to create momentum for brand promotion, It can reach a wider consumer group in a second and high-density manner, and strengthe