What Are The Trends And Gameplay Of Tmall Double 11 This Year?

Tmall double 11 has been in its ninth year.

According to the world clothing and shoe net, in September 6th, a super open class for "double battle 11 11" opened by Taobao University was launched in Hangzhou.

University lecturers and camels and herbs.

The Australian pharmacies and other Tmall businesses shared a double 11 experience.

Today, with the upgrades of consumption and the vents of content marketing, more and more new elements appear in this annual business feast, and the brand is not only a simple sale, but also to the product.

The precipitation of consumer operation.

So what are the trends and gameplay of Tmall double 11 this year?

General manager of the electronic business department of Ali, mom, introduced how to keep abreast of the trend change and grasp the next marketing bonus; camel chief marketing officer Wang Jintao shared the reason why Fan Bingbing exploded money in the last year's double 11 sales of 27 million; Zhang Tao, vice president of the company, said that double 11 marketing needs to connect commodities, users and brands.

The following is the sharing of the super open class, edited.

General manager of Ali's mother electronics business department:

Stick to the trend change and grasp the next marketing bonus.

This year's double 11, we should make full use of the intelligent functions in the three fields, namely, the strategic area, the global touch field and the consumer field, to carry out in-depth thinking and exploration.

First, in the field of strategy, we focus on three questions: what kind of products are used for marketing promotion?

Second, in the field of global touch, we focus on three major solutions: station media or outside media, which type of traffic to capture and what kind of marketing material to reach consumers.

Third, in the consumer field, we should pay attention to the four major links: pay attention to the analysis of new user analysis, the change of the new customer share ratio and the pfer process in the category, analyze the operation status of the customer, compare the data pformed from the new customer to the old customer, and pay attention to the correlation index between different categories.

In addition, intelligence is a great direction.

At the same time, Ali mother will launch the product of the brand area.

The purpose of this product is to build a more diversified marketing and interaction framework, and to become a real starting point for businesses in the AI and VR links, so as to facilitate the corresponding pfer of consumers in the link process.

Camel chief marketing officer Wang Jintao:

Why did Fan Bingbing sell 27 million?

In 2016, double 11, camels established the operation mechanism of air, sea and air forces.

The army is positioned in marketing, customer service, operation, navy is design, vision, air force is brand and new media.

Our strategic force, the equivalent of rocket troops, is the public relations department.

Double 11, various departments cooperate together to make up their respective short boards.

Double 11, the product is the core of the paction, marketing is the amplifier of the paction, operation is the cornerstone and guarantee of the paction.

The essence of double 11 is the competition between brands, and the core is to focus on users.

To play double 11, we need to focus on three points: good product, good service and good communication.

In last year's double 11, Fan Bingbing sold 27 million of the same day with the double 11.

Behind this is the camel's establishment of the matrix, and TOP sales account for 50% of the total store sales, driving the whole consumption growth.

Therefore, when we do a good job, we should consider three points: users' pain points, extreme thinking and exceeding expectations. They are the strategic directions of camels.

Camel has developed a customer evaluation system, collecting, analyzing and summarizing user reviews regularly.

In order to solve the problem, we will do a lot of operations, and finally we will give feedback to all departments, and then optimize the products by the R & D department, so as to facilitate the next quarter's product development.

In terms of products, small innovation, focus and iteration can be an advantage.

For example, the camel's explosive clothing is made after a lot of research.

Before the double 11, camels did a lot of marketing events, including topic speculation, media coverage, game interaction, and so on.

This year, the trend of content marketing will not change.

Camels have trained a large number of people, and used business numbers to do content output, and also joined the cooperation of daring institutions.

In addition, camels will focus on new retail sales this year.

Zhang Tao, vice president of the company,

Double 11 marketing around commodity, user, brand building connection

Double 11, how does the whole brand do integrated marketing in the electricity supplier?

Simple sales promotion mode has failed, consumer scenarios and user mindset are changing.

Marketing must be around: commodities, users and brands, so that they can establish connections.

To be a mother and infant industry, to integrate resources, we need to dig deeper into the value of vertical groups, horizontal integration and expand the extension of categories, including channel positioning and reconstruction, organizational restructuring, integration of business mode channels, and the opening of commodity circulation system.

In the IP brand, the introduction of "global pick stars", let love guide and other activities, enhance the image of high-end brand.

Among them, kouby has worked with many IP industries, including angry birds, McDull and the French little prince.

IP cooperation not only has traffic entry, but also makes IP fans into brand customers, enriching product design elements.

In terms of live broadcasting, we can get a live express train and communicate with consumers in different months according to different languages.

To sum up, the future is the beginning of a subversive innovation, a path created by the whole link, rather than a single traffic or single latitude breakthrough.

Cao Longwei, senior director of the company's operation:

We need to do live broadcast this year.

The IP personalization of a single product is to make the product viable.

Last year, the content of paraquat mainly revolves around eating ring powder, live broadcast new, fan Er interaction, fan noodles powder, H5 communication and micro Amoy purchase, the biggest highlight is live broadcast.

Last year's double 11, live broadcast is very hot. Do you want to do it this year? My answer is: Yes.

A more important point this year is short video.

There are two points for the live broadcast. The first point is to bring the traffic and bring the hosts to the fans. The second point is to invite them to the store to do the live broadcast and maintain the old customers.

The short video is divided into three kinds: 10 to 15 seconds, the first video is short; the details page is short, the video is less than 30 seconds; the daily good store short video is 2 to 3 minutes.

For the first picture, the main purpose of product display is to highlight the selling points of products; the product page is the main product of the detail page, and the product scene is displayed; the daily good shop displays the brand related information in a tonal and creative way.

Businesses should plan for short videos. They may display products to consumers. All 300 of the paraquat require short video.

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Shao Feichun, general manager of Semir electricity supplier:

Leveraging IP to create content and drive sales

Last year, Semir launched a fashion partner program.

The fashion partners plan is simply to integrate the resources of social fashion content and create good content and good service consumers, so as to promote the upgrading of the brand and build the ecological circle of fashion content.

With the improvement of consumers' aesthetic and consumers' connotation, they will gradually turn to richer fashion and need more intrinsic connotation and design sense.

Therefore, when choosing a fashion partner, the strategic direction is diversification, structural progression, openness and sustainability.

Through the fashion partner program, the brand is upgraded, and the performance and brand upgrading are complementary.

Semir electricity providers gather content together to generate new content and interact with consumers.

The entire communication channel will be distributed for the two time.

Because each IP corresponds to the product line, they can help upgrade the product line, and we are directly creating the whole IP content itself.

In such a case, one night, Semir's sales of shoes suddenly increased by more than 20 times. After investigation, it turned out that a fashion blogger in New York sent the content of this shoe on his Facebook.

This shows that the demand for consumers is getting higher and higher. Not only has a shop been decorated, or a spokesperson is enough, it needs to show your content in all directions.

Therefore, for Semir or all the brands in China, the next step is to seize the opportunity to become a real big brand. This requires continuous insistence so that the brand will have a sustained vitality.

More interesting reports, please pay attention to the world clothing shoes and hats net.