Is The Redefinition Of "Double Eleven" The End?

In the gradual emergence of new business channels such as socialized electricity providers and vertical APP shopping platforms, "double eleven" is no longer a "proper noun" of Ali.

Many experts and scholars predict that 2015 or become the end of Ali's "double eleven". The new "double eleven" will be redefined. As a new consumer culture, it will become an important holiday for all people to enjoy shopping experience.

And this change has forced brand enterprises to re engineer their marketing methods.

Just past the "double eleven", from the simple number of orders, some people are happy that some people worry.

According to industry sources, a well-known local

The brand originally planned "double 11chr (34)" to achieve the sales volume of 200 thousand orders, and made corresponding preparations. In fact, on the day of "double eleven", the actual sales volume of the company was about 50 thousand, which is far from planned.

This year's "double eleven" Fujian sales figures are very beautiful.

In this regard, the contribution of big brands can not be ignored, and the subdivision brand is also outstanding.

It is reported that this year, "double eleven", Jinjiang ranks the top ten of the country's county electricity supplier turnover.

In the "double eleven" sales day, there are billions of Anta, XTEP and strong drivers, which are 170 million yuan, 120 million yuan and 100 million yuan respectively, in addition, 361 degrees about 95000000 yuan, seven wolf wolf 75 million yuan, seven card 62 million yuan, and Li Lang 11 million yuan.

In addition to the traditional big brands, Jinjiang brands, such as hugging bears, waist socks, AUN, baby 3D pillows and so on, have doubled sales and led category champions.

The above brands, no matter the size or size, realized the brand counter trend with the help of years of offline precipitation, but the brand named "small and beautiful" was losing its advantage.

"Now the electricity supplier is becoming more and more difficult to do. The original well done is not necessarily getting better, but the worse is worse.

Resources are concentrated in the hands of some strong brands. "

Jinjiang, an electric business enterprise, Wang boss told reporters to spit bitter water.

According to the analysis of the industry, the traditional big brands, such as Anta, XTEP, and strong brands, have made strategic cooperation with Alibaba on the platform with the help of brand advantage; they are more likely to attract excellent talents in team formation; in drainage, they have stereoscopic marketing besides station drainage.

Large brands or category brands rely on offline and online integration to speed up the brand shuffle process.

Not only local electricity providers show this trend, the domestic electricity supplier "double eleven" also shows this trend.

Compared with last year's "double eleven" category ranking, press statistics found that the top three categories of TOP this year are basically occupied by traditional brands.

For example,

UNIQLO, cosmetics, and so on.

The most obvious case is that Han Du Yi house, who won the sales champion for several consecutive years, was taken away by the champion of UNIQLO.

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An unnamed local "Amoy brand" operator Zhang told reporters reluctantly that the electricity supplier channel has been upgraded from the cock silk to white Fu Mei channel.

With the influx of global brands, the original brand of "Amoy brand" is bound to usher in a new round of shuffling in the absence of traffic and exposure. The strong rise of traditional brands on the Internet is actually a normal return.

Unlike the Amoy brand and small and micro brands, they focus on the "double eleven" sales volume. In the "double eleven" brand, the brand continues to improve their marketing structure, and how to "borrow the potential marketing" becomes the focus of their attention.

Ding Shuibo, President of XTEP group, has already indicated that XTEP has participated in the "double eleven" activities for 5 years. In the past year, XTEP has done well.

Category competition is getting bigger and bigger. Everything is unknown. How to win in 2015 and take advantage of the "double eleven" activities to enhance XTEP brand power and stimulate consumers' recognition and recognition of XTEP brand is not only the focus of the attention of the electricity supplier, but also the focus of the whole XTEP group.

To this end, XTEP prepared ahead of schedule.

Xiao Lihua, vice president and general manager of XTEP group, told reporters that "with the trend of online shopping becoming more mobile, XTEP has launched a multi screen interactive marketing mode. Through television media publicity, the way of convenient shopping for mobile phones enables consumers to buy while watching.

This multi screen interactive innovation attempt is most likely to reconstruct the consumption + entertainment mode.

We hope that through the cooperation with the first "double eleven" party, more viewers will experience the most unusual interaction and enjoy the sense of participation and happiness brought by the integration of television and mobile Internet.

Coincidentally, Anta brand promotion responsible person also told reporters that during the "double eleven" period, Anta established Baidu brand area, set up and optimized keywords, and timely drainage to Anta Tmall store.

In addition, Anta made advance marketing through micro-blog, WeChat, mobile phone APP, forum, circle of friends and other new media platforms, using new media tools and forms to do word of mouth marketing, so that "double eleven" activities are more effective and timely, closer to netizens, and more interesting and interactive.

Unlike these enterprises, the famous local waist stool brand hug bear, in the "double eleven" war, made a unique choice to invest heavily in strategic cooperation with the baby tree of the first mother to child social platform in China.

Yan Chengxiao, general manager of hugging bear, told reporters that this activity is mainly based on category education, and brand promotion is secondary.

The utilization rate of the waist stool is relatively low in China. We hope to use "double eleven" as the focus node, so that more mothers can understand the waist stool, thus popularizing the utilization rate of the waist stool.

"Double eleven" brand marketing has become a new focus. CEO Dong Xinda thinks that simply by means of entertainment activities, it can interact with consumers through various forms of activities and integrate entertainment elements into products or services, thus promoting a good market for products or services.

At present, this marketing mode is very popular, and the marketing effect is obvious.

For electric business enterprises, any marketing mode is desirable and desirable for the company.

XTEP joint Ali, Hunan satellite TV, strong joint marketing, is also a major trend of the development of the electricity supplier.

There are always many variables and wait-and-see in the first attempt.

Tang Zhong Chuan, a senior woman wear industry, pointed out that watching and buying is actually a combination of TV programs and the Internet.

In the first year of Ali, the "double eleven" should be promoted in the form of a party, and the role of brand promotion and promotion should be greater.

This form, in fact, is the help of the advertising effect in the party, which is the tool of traffic flow, and then produces economic benefits quickly.

However, customers and businesses who understand this model are few, and more importantly, mobile phones have become the main shopping carriers. The conversion rate of this way needs to be studied.

XTEP electric team recorded the record breaking moment with mobile phone.

In the time of Amoy brands and traditional brands, the contradiction between e-commerce distributors and brand flagship stores is more intense.

Before the "double eleven", many brands, such as XTEP and PEAK, have recovered many channels for e-commerce distributors, focusing on brand flagship stores.

Reporters visited enterprises found that during the "double eleven" period, the sales value of the flagship flagship store reached more than 70%.

This phenomenon is particularly evident in the pition period of traditional brands entering the electricity supplier field.

With the brand standing firmly, the strategy of big brand e-commerce is becoming more and more prominent. Distributors gradually become the trend of chicken ribs, and even become the force that hinders brand building up image.

"The first two years, Anta's business channel is mainly in the form of outsourcing. In recent years, Anta has been building its own team, building flagship stores and brand stores, and gradually reclaiming its original distributor channels."

Anta electric related responsible person introduced.

A CAI, who has nearly 10 years' experience as a brand distributor, told reporters that as early as in 2006, he sold the genuine PEAK online. At that time, the competition was small, and the profits of the brand were still considerable when the brand side had not yet entered.

After the brand entered Tmall, it not only diverted the fans' resources that had been stored for many years, but also weakened the brand value of distributors.

"Many fans are rushing to the flagship store, especially during the" double eleven "period, and the distributor has no advantage at the expense of the discount and advertising scale.

Mr. Cai regrets that he felt he had been playing a front row for the branding business in the past few years.

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"We bought them at the flagship store."

This is the consistent answer of 3 online shopping consumers interviewed by reporters.

They say the reason is simple: first, Tmall's traffic window is clicked into the flagship store; second, the flagship store's discount and promotional activities are more abundant; third, the brand flagship store has higher credibility.

For these views, Yan said that the flagship store is the best embodiment of the brand image. "Double eleven" is also a carnival for all people. It should focus all the advertising resources and attention on the flagship store.

As for the late development of the flagship flagship store and distributor, it is obvious that the rise of the flagship store and the main position in the electricity supplier channel is obvious. But through differentiated product customization, supporting the growth of some distributors is a strategy for the brand to guard the channel of e-commerce.

In the whole network "double eleven" of the moment, although Tmall is the main battlefield, but in the past year, along with the vertical shopping APP electric business, social electricity supplier, cross-border electricity supplier and other electronic business platform's rise, such as Tmall, Jingdong and other electronic giant's "monopoly" "exclusive" approach will gradually become invalid.

The business enterprises with pressure on the back are constantly trying new ways to make up for the differentiation of traffic and to cater to consumers' shopping habits.

In this contention of the traffic volume, the mobile electricity supplier has become the mainstream, and the explosive power and the growth rate of the socialized electricity supplier are staggering.

The largest WeChat public service platform in China, Meng Meng's store, participated in the "double eleven" business in the first year. The turnover was 165 million yuan, and social sharing accounted for 23%.

Native products, fresh orchard, two teams and so on, these local micro businessmen, through the WeChat social platform to start a "socialized electricity supplier", and in the case of zero advertising input harvest good orders.

The most typical representative of the mainland is the AUN anti stun socks. With the help of the two modes of the micro distributor distribution system and the micro business team, the brand builds a three-dimensional sales framework with Tmall's "double eleven" mobile terminal platform. The AUN odour socks "double eleven" paction volume is 2 million yuan, representing an increase of 450%, of which the mobile terminal account for 80% of the sales volume of the day, which has become a typical representative of the local small and medium-sized business enterprises to develop the mobile terminal business.

AUN anti odor socks Wu Jiadan CEO analysis that in the closed mainstream business ecosystem, access to traffic and marketing costs higher and higher, QQ and WeChat become the largest "traffic pool", and they are also mediocre in the electricity supplier, forcing the mainstream electricity providers will inject more social functions.

Wu Jiadan said, the original brand is through layers of agents to press the way to reach consumers, this traditional way of business and electricity providers to go directly to the center of consumer development way back.

What's more, people's communication tools are mainly social media, and brand selection is deeply influenced by the circle of friends.

"We can imagine that the socialization of electricity providers will play a connecting role in the development of the next round of e-commerce."

The actions of big names may be able to verify Wu's prediction.

In September this year, the seven wolves announced their entry into micro sprouting, and Haier, Moutai, Joyoung and other domestic brands have already set foot in the micro business.

Chen Zhicong, director of the operation of the seven wolves, said that the mobile social business area represented by micro businesses has become an important business development strategy for the seven wolves in 2015. The company plans to take the mobile Internet as one of the development directions of brand expansion.

He said that the strategic cooperation with the micro Union will help the seven wolves to develop new sales channels, and attract fans to precipitate the users, so that the brand of the seven wolves will be widely spread, and further enhance the marketing layout of the mobile e-commerce field.

Brand enterprises are the main force of Jinjiang in this year's "double eleven".