When it comes to e-commerce marketing, brands may have the most headaches. Different from brand marketing, brand communication can be measured by data, and how much money is invested in e-commerce marketing is ultimately judged by sales performance, which has become the difficulty of communication.
In the whole year of communication planning, in fact, there are only a few big e-commerce communication campaigns, such as new product launches, anniversary celebrations, 618, Double Eleven and so on. But the key times are often this kind of national-level sales carnival.
As we all know, this kind of national-level battle is basically a "cat and dog war". The two giants headed by Tmall and JD.com compete in the arena. Various marketing routines are piled up together, and various forms of horizontal content are filled with major channels. Various gameplays and benefits emerge one after another, just to consolidate the brand’s position in this S-level marketing campaign in the middle of the year, and secondly, to stimulate demand, promote consumption, and bring about overall growth.
Source: Open Source Securities "Douyin E-commerce Channel Analysis"
Since last year, platforms such as Pinduoduo, Suning, Douyin, and Kuaishou have also begun to participate in the war. Pinduoduo relies on its "low price" strategy to efficiently transform. Suning and Douyin have joined forces to create Suning's "super buyer" live broadcast room and implement normalization. operation.
Douyin itself has also launched IPs such as “Douyin Live Spike Carnival”, focusing on the live broadcast battlefield, while Kuaishou and JD.com create a high-quality shopping festival, and join forces with each other to warm up. At this point, the main platforms of the national-level battlefield have all been assembled.
So the question is, how can brands achieve breakthroughs and grow significantly with the help of external forces and current trends under the current situation of fierce platform competition?
1. Understand the gameplay and strive for traffic
The policy of keeping up with the platform is the central guiding ideology of the brand. There is no doubt that the platform has traffic and exposure, so for many brands, it is more efficient to use the platform to achieve the unity of product and effect than to fight alone, especially in today's monopoly by Internet giants, can borrow the platform. Potential, often get twice the result with half the effort.
So looking at the current gameplay of major platforms, what are the changes and constants, and what are the small trends that can help brands achieve a double harvest of word-of-mouth + sales?
First of all, let’s look at Tmall. Some time ago, Tmall took advantage of the mid-year promotion to achieve a new upgrade, upgrading “how life doesn’t burn” to “there are always new surprises in life”, and made a new interpretation around “new”, such as linking the new world photo Issue a solicitation order for "respect our new life" and so on. Then this "new" may be the constant theme of this year's Tmall battlefield.
To win e-commerce marketing, you must master the three traffic thinking!
On the other hand, as far as brands are concerned, the most worthy of attention is the super long cycle of this year's big promotion + Tmall's newly launched V list. On the one hand, this super long warm-up period will help brands to do More reasonable planning, on the other hand, the Tmall list will help to expose the brand’s large traffic and exposure. According to previous experience, these two new models are likely to be used in Double 11.
JD.com continues to use the theme of "love". In terms of marketing, JD.com also focuses more on circles this year. For example, on the boiling night, it telemarketing list focuses on circles such as "such national trends", "appearanceism", "passionate players", and "dimensional space". At the same time, Jingdong's Little Cube and The two IPs of the chairman of Jingdong Xing also focus on "new products" and "good stores" respectively.
In fact, the overall battle between Kuaishou and Douyin and Suning is not particularly big. Although Kuaishou and Douyin have established e-commerce departments, they are still in the early stages. They still focus on e-commerce marketing with "live broadcast" as the core, and basically They are all expanded in cooperation with the head e-commerce platform, and then converted on the traffic of their own channels.
If the brand has an advantage in this area, it should seize the opportunity, because the platform officials have their own facade anchors, and they urgently need cases to open up the market, so as to better promote commercialization.
For example, Douyin Super Open New Day and Mercury Home Textiles' "Mercury One Dream Enters Dunhuang" are good cases, so if the brand can become that case, it is not impossible to rise overnight.