Dithering 38: "New Increment" Hidden In User Value

　 　01

The essence of business is people

The business world is always so wonderful. It is both spiral and cyclical.

For example, in the early years, if I told the bosses that the essence of business is people. Bosses will probably only smile and answer, isn't people equal to traffic? In their eyes, people are just the embodiment of flow, not the core of business.

But since this year, many“ Flow commodities ”Unable to stand the careful scrutiny of consumers, it quickly went down. The essence of doing business returns to people themselves. Operators who smell the first opportunity begin to repeatedly emphasize that they should pay attention to consumers and specific people, which is far better than abstract traffic and transaction volume.

　 Why? Here we share two sets of data:

1. As of June 22, the overall scale of Internet users in China has reached 1.051 billion, an increase of only 4% compared with that in 21 years; The proportion of Internet users using mobile phones to access the Internet reached 99.6%, basically the same as that in 21 years.

2. The latest census data shows that China's urbanization rate will be 65.22% in 2022, representing the end of the urbanization wave.

This means that the growth of China's Internet users and active users on various platforms is close to the ceiling. The stock era is reconstructing the rules of business competition.

Gone are the days when brands bought traffic and launched products rudely and gained growth by luck; It has become the core issue of the brand to conduct user oriented fine operation and seek deterministic growth.

　　02

Dithering Mall: a bridge between man and goods

The essence of business is people. Although this has been the consensus of all operators, it is undeniable that a short answer cannot solve practical problems.

Because in the three major business elements of people, goods and markets, people are always the most difficult variable to grasp. Knowing that people are the essence is different from being able to do good business.

When operators are worried about "consumers are becoming more and more difficult to grasp", we are surprised to find that many brands have achieved user indicators and overall growth of the whole business at the first big promotion this year - the Diaoyin 38 Good Goods Festival.

Official data shows that during the Diaoyin 38 Good Goods Festival, the number of daily average payment users, the number of dynamic selling goods and the number of dynamic selling businesses of the platform increased by 146%, 153% and 168% respectively compared with the same period of 22 years; The average daily search GMV increased by 276% compared with the same period of 22 years, and the number of new brand members increased by 127% compared with the annual festival.

Among them, the trading data of the dithering e-commerce shelf scene is particularly eye-catching. The number of payment users in the Tiaoyin Mall and the number of payment users in the super value channel were 260% and 900% respectively in the same period of 22 years.

Why can brands do this in Dithering E-commerce? I think the key lies in the unique shelf scene of the Diaoyin Mall. In particular, during the Diaoyin 38 Good Goods Festival, the Diaoyin Mall gathered funds from the platform to launch multiple play methods, such as every full or reduced cross store, special items for key goods, consumption vouchers, super value purchase, search play, and store board game, which not only help businesses get more display opportunities from the vast number of goods, but also let consumers get preferential benefits and buy what they need and want.

From this point of view, the shelf scene provided by the Diaoyin Mall is like "building a bridge". Because of the connection between "people" and "goods", it directly reaches the clear goal of "accumulating power for growth".

On such a bridge, all kinds of playing methods play different roles and complement each other. For example, the basic play of this promotion activity is "every time the number of stores exceeds or decreases", which helps the registered goods stand out from the mass of goods through the exposure of hundreds of millions of traffic on the platform; The "special project for key goods" is positioned to facilitate the transaction of goods, and the platform will select core goods in a targeted circle, with heavy support; Consumption vouchers provide targeted subsidies for high-quality goods, create a limited pit for participating businesses, and drive good goods to hit a higher consumption level; The store competition will provide rewards for the merchants whose store operations meet the incremental GMV requirements; Good things entering the "super value purchase" commodity pool will gain global exposure, allowing good things to enter the vision of more interested users.

In two ways, stores compete in the Billboard Contest and super value shopping are intended to help businesses operate in their positions and consolidate the "bridge" of brands in the Diaoyin Mall; The wide "bridge deck" to meet consumer demand is optimized when cross store full discounts and consumption vouchers are used to create good products at good prices.

At the same time, in the 38 nodes of "women delight themselves", the relationship between brands and users is not limited to simple transactions, and emotional resonance and brand communication are also indispensable. Therefore, the Tiao Yin e-commerce stores link the shelf scene and content scene, and let consumers buy good things on the one hand, and more easily and happily on the other hand, through such games as the live broadcast room of good things and the 38 good festival brand gift. This also means that in the Diaoyin Mall, the content scene and the shelf scene complement each other, realizing the combination of people looking for goods and goods looking for people, thus accelerating the dual growth of brand business value and user value.

Without cases, there is no concrete perception. stay Dithering 38 Good Things Festival The Yameng beauty instrument, which has been listed on the brand list and has become a new trend for women to enjoy themselves, is an outstanding representative of the linkage between the two scenes and the growth of dual values.

How does Yameng do it?

First of all, when planning 38 ahead of schedule shopping activities, Yameng focused on optimizing product titles to improve search, cooperated with content planting to increase the frequency of post search, and promoted the atmosphere through store decoration. The advance layout of the shelf scene effectively improves the exposure and click of its stores.

Then, Yameng took the initiative to participate in the activity of "cross store every full and reduced" in the Diaoyin 38 Good Goods Festival. Because the platform traffic is well received, user transactions can be reached efficiently.

In addition, Yameng tried to reach the grass planting crowd repeatedly during the launch. Diversion from the content scene to the shelf scene, quickly gain the attention of new and old users, and promote the effect of grass planting transformation.

　　03

New play method, new increment

Through the case of Yameng, operators should understand that if they want to continue to grow in the Diaoyin e-commerce platform, they must reach new and old users frequently through diversified scenes and high-quality content.

Based on the above, user management must be the top priority for growth. If the growth power of brand merchants is compared to a big tree, only when the roots of the big tree are deep enough (retained by old users), and the width of the roots is constantly extended (pulled by new users), can it continuously draw nutrients for business.

For example, Concubine Fish and Balabala, which achieved user growth and business explosion in the Diaoyin 38 Good Things Festival, provide a vivid case for the brand to attract new users and achieve the retention and repurchase of old users.

　　 ·Expand the "crowd width" by attracting new customers

As a comprehensive retail brand of idle high-end consumer goods, Feiyu is the first group of businesses that deeply operate in the Diaoyin e-commerce and drive their own user growth through live broadcast.

This time, through the combination of playing methods of the Tiao Yin Mall, Tiao Yin 38 Good Things Festival was again listed on the top brand list of Tiao Yin e-commerce, and won the seventh growth performance in the industry.

Based on the analysis of the specific practices of Concubine Fish, it did not simply regard the Tiaoyin 38 Festival as a big promotion activity. Instead, it launched a special live broadcast of featured goods, as well as activities in line with the trend of "Yueji" and "carbon reduction". Therefore, it attracted more new users and broadened the brand's crowd width.

First of all, according to women's different consumption needs, with the help of the accurate flow distribution method of dithering e-commerce, the Concubine Fish created special live broadcasts of featured goods such as "High Luxury Special Session of the Queen's Day", "DIOR Jewelry Special Session of the Queen's Day", "Love Yourself - Luxury Package Carnival", to provide unique and exclusive services for women consumers with different needs.

Secondly, the Imperial Concubine has created many activities that are both preferential and distinctive. It includes giving green plants, environmental protection coffee cups and other recycling good things to the fans in the live broadcast room, and awarding the "carbon reduction ambassador" award to the anchorman of Concubine Fish who helps to reduce carbon and actively advocates the recycling of luxury goods.

Finally, in order to deeply penetrate the theme of "environmental protection and carbon reduction", Concubine Fish also combined online activities. Concubine Fish invited fans in the live broadcast room to participate in the offline "Luxury Warehouse Open Day", and built a second luxury consumption scene with online and offline integration.

Through a series of contents, Concubine Fish infiltrated the mentality of second luxury consumption into high-end consumer groups. Each step of Concubine Fish focuses on user management, laying a definite brand for the final business growth.

　 ·Promote repeat purchase of regular customers and deepen "transformation depth"

Coincidentally with Concubine Fish, the children's clothing brand balabala is also acutely aware that, as the first big promotion in 2023, the Diaoyin 38 Good Food Festival is undoubtedly a growth opportunity. However, before this node explodes, it is necessary to do a good job in user management through multiple scenarios such as shopping malls, search, talent show windows/stores.

On the one hand, after learning how to play in the shelf scenes such as cross store full or reduced, consumption coupons, etc. in the Diaoyin Mall, all balabala stores signed up to participate in the Diaoyin 38 Good Goods Festival. In the 38 section atmosphere building, 3.8 activity signs were added to the main map and title of the store. In the selection and grouping of goods, it selected the best products from the store, and provided consumers with more favorable prices with the help of the platform subsidies. Through a series of measures, the exposure rate of goods has been significantly improved, and the brand has further enhanced consumer awareness and increased the conversion rate.

On the other hand, balabala focuses on the renewal and retention of users. In particular, in terms of transformation, promotion and retention of fans, balabala uses 38 event member housekeepers, subscription accounts and group chat activities to convey big promotion information to old users; We also ensured that the rate of reaching 89.82% for promotion of re purchase was reached through the exposure of banners and short message notification of members in the mall.

In addition, balabala gives fans more rights to repurchase through exclusive welfare groups for members, members' one cent lottery purchase, members' points plus money purchase, members' lottery, etc., to ensure that old users continue to stay in the reservoir.

Through long-term user management, balabala has pulled through the whole process of customer acquisition, retention and re purchase, constantly deepened the relationship between the brand and users, and finally made it onto the brand list of Diaoyin 38.

In the book "Managing Brand Assets", David Aker, a brand master, exhorted that you must guard your brand assets and keep the people you serve yearning. Only in this way can consumers recognize your products and support your brand from the bottom of their hearts.

The success of Concubine Fish and balabala proves that the brand Dithering Mall Deeply cultivate consumers and accumulate long-term brand assets, which is far more efficient than the transformation brought by rough flow.

　　04

epilogue

Looking back at the 38 Good Things Festival, I have to lament that the opportunity for growth has never disappeared, but is hidden in the iteration and change of business thinking.

When the extensive growth of flood irrigation has become history, the continuous refined operation has become a deterministic growth path.

From playing with shelf scenarios to doing a good job of user indicators, the Diaoyin Mall, which has been helping the brand to explore new growth, is undoubtedly the key position to achieve deterministic growth.

For operators, doing a good job of user indicators is to brand Increase the pool of "tap water" and enhance the brand potential; Play around the shelf scene, and quickly transform the brand potential energy into dynamic sales and volume through more diverse ways.

If we say that "the essence of business is people", we can be sure that people's desire for a better life will not change, and the trend of consumption spiral will not change. What brand businesses need to do is to board the ship of Diaoyin E-commerce and start intensive cultivation in spring, waiting for the harvest in 2023.