Double Eleven: Marketing Opportunity And Strategy Of "Road" To "Powder"

The coming "double eleven"

Has entered the seventh year, the major electricity suppliers ahead of schedule, "singles day" has also become an indispensable theme in the brand promotion agenda.

However, due to the Jingdong 6.18 shop day, Suning 7.17 brand Festival and other electronic commerce Festival campaign intensified, consumers' shopping enthusiasm was also dispersed, and all kinds of big promotion aesthetic fatigue.

In the new form, how to achieve better marketing results and win market share and brand reputation has become a serious topic for all brands.

After consumers enter the brand, a series of experiential actions can be carried out by the brand to enhance its stickiness. It is not difficult for the brand to be sticky. The biggest difficulty that the brand often faces is how to make consumers "road" to "powder".

Lin Xiuping said, in fact, "double eleven" trial is a good entry point, for example, Dior buyers, "double eleven" discount may not be many, consumers may not necessarily buy this time, but it will pay attention, because it is the user itself.

If you are concerned about the entry-level consumers, try the small bottle trial sale promotion method, this is actually an opportunity to seize the opportunity of consumers to turn their "road" to "powder".

Concerned about the consumer demand and consumption concept of China's electricity consumers, the world's largest consumer company Procter & Gamble is preparing to operate its Tmall international flagship store on the day of double eleven this year.

As early as 2008, P & G set up an independent electricity supplier team. In the past few years, P & G's sales in China increased by a hundredfold. Since last year, China has become the largest market for P & G global electricity suppliers.

The opening of P & G Tmall's overseas flagship store has opened the door for Procter & Gamble products that have not yet entered China.

In strength media China CEO

It seems that P & G's initiatives are not only "double eleven" as a product promotion, but also linked to the company's brand development strategy.

Enterprises should clearly participate in the "double eleven" sales promotion goal: what is the goal of double eleven?

Compared with the big brands such as Procter & Gamble, Lin Xiuping found that the "double eleven" mechanism breaks the threshold between big brands and new brands, and is more likely to create small brands.

Growing from year to year

Look, "double eleven" is a promotional holiday with a strong appeal.

"Especially for small brands, there are generally not many resources like big brands that spread all over the world to advertise." double eleven "is a consumer platform that focuses on everyone's eyes and focuses on buying desire and buying potential most.

According to the survey of strength communication, 85% of consumers will choose the product category when they buy. After entering the category, they will see which brand can use more special "Eighteen Wu Yi" to stimulate demand.

It is worth noting that in the above research, many consumers who participate in "double eleven" will benefit from "double eleven" as a trial or try to buy a new brand that has not been used before.

If they are buying at full price, they may not want to try.

This is also one of the opportunities for small brands.

At the same time, a number of brand owners can also try to sell large brands with small brands and new brands, which will bring new experience to consumers and boost sales growth.

For example, L'OREAL group, which has multiple brand names, can consider preparing some attractive brand combinations of different brands. Besides promoting short-term consumption, it will help build brand stickiness.

Some international high-end brands may have their own brand strategies and principles. Even with double eleven such promotion, there will be no more discounts, but there must be no vacancy. We can try to take advantage of this opportunity to pform consumers.