Many of us remember the grand show of Alibaba Double 11 Festival gala in a few years ago, multiple channels broadcast the show, international super-stars were invited not to mention the hottest idols and singers at that time. With the viewers clicking their phones to cash coupons for shopping on Taobao and Tmall, the sales GMV of that particular day of the year show tremendous numbers on screen to claim the victory of e-commerce shopping festival.
This year, as a mutual understanding, all major e-commerce channels did not reveal individual GMV of Double 11, and there is rare buzz about the following Double 12 Shopping Festival, of which used to be a big deal when it comes to get good deal for consumers.
The fact is obvious, consumers are more and more rational when making purchasing decisions and the campaigns of excuses to buy seemed overwhelmed, Valentine’s Day, Women’s Day, Children’s day, 6.18, Double 11, Double 12, Christmas, Spring Festival, it is just too much. Three years of COVID indeed hurt a lot when it comes to income, especially for young people who are the main buyers enjoying the discount of the year. Also with the game of raising price before making discounts, and the complicated calculation of the coupons, consumers became more and more indifferent.
WKI suggest three take away points when playing the shopping festival as marketing opportunities:
l First, the campaign should have a clear and unique value proposition, with a sense of story, so that the brand can get better transformation and more attention;
l Second, the products participating in the promotion should choose the products that best represent the brand spirit, rather than randomly giving discount;
l Third, the language of marketing should be guided by brand thinking, so that the tonal style of marketing looks more unified.
For many brands, the priority strategy of this Double 11 is to open an official broadcast room in TikTok. An e-commerce operator from Hunan said, "To do e-commerce is the same as to open a physical store. We need to go to places with many people to open stores. Taobao and JD are shopping platforms. People will only open it when they plan to buy things, but TikTok is different. Now people will open TikTok at anytime for entertainment."
Although in terms of conversion rate, it is more convenient for Taobao Tmall, the e-commerce platform, to place an order and clinch a deal, TikTok, which has hundreds of millions of active users, is still a "fat meat" for brands.
According to the data, from October 31 to November 11, the number of businesses participating in the "Double 11" activity in TikTok E-commerce increased by 86% year on year; The e-commerce of new functional shelves led to a year-on-year growth of 156% in average daily sales.
Kwai at the other end chose to re open its cooperation with JD and Taobao before the start of this Double 11. After 7 months, Kwai live broadcast brand merchants can once again link their goods in JD and Taobao to the live broadcast room, instead of using their links in Kwai stores.
For brand merchants, this can not only ensure the exposure flow of goods, but also improve the conversion rate of goods, reduce after-sales and e-commerce operating costs. For the Kwai platform itself, you can borrow the traffic of Double 11 to get more advertising revenue.
However, for consumers, consumption is becoming more rational, and many people are tired of judging from the over frequent promotional activities and scripts of merchants, anchors and platforms.
From the perspective of consumers, e-commerce shopping has become an indispensable part of everyone's daily life. Especially this year, people are more interested in the promotion of incentives and discounts. The popularity of a shopping festival has less and less stimulating effect on people's consumption, which is not enough to attract consumers who have returned to rationality and become accustomed to e-commerce shopping. In short, if you want me to buy it, you have to offer more discounts.
Regardless of the effect, shopping festival or big discount offer is a battlefield that brands have to participate in, otherwise it will be left behind. This is true for small and medium-sized businesses and brand businesses. Therefore, what businesses want to do is not to give up the shopping festival , but to upgrade their playing methods and mentality when facing sales opportunities.
The connotation of shopping festival goal should be richer, not only to achieve the marketing goal, but also to see it as a contact point for communication with users in the process of brand building.
Some brands with high price per customer and not necessities can take the "Double 11" promotion as a testing ground for daily traffic and clientele quality.
To be or not to be may not be the question, the bigger question is how to and at what position. One thing for sure, making a grand gesture only on shopping festival to hope for an instant success is not enough to convince Chinese consumers anymore. Any brand, no matter of size or market segment, need to carefully design its marketing strategy that consistent with not only the shopping festivals but all year long conversation with it customers, on multiple platforms. Whether it is in offline shops, online stores, or social media.
This year, as a mutual understanding, all major e-commerce channels did not reveal individual GMV of Double 11, and there is rare buzz about the following Double 12 Shopping Festival, of which used to be a big deal when it comes to get good deal for consumers.
The fact is obvious, consumers are more and more rational when making purchasing decisions and the campaigns of excuses to buy seemed overwhelmed, Valentine’s Day, Women’s Day, Children’s day, 6.18, Double 11, Double 12, Christmas, Spring Festival, it is just too much. Three years of COVID indeed hurt a lot when it comes to income, especially for young people who are the main buyers enjoying the discount of the year. Also with the game of raising price before making discounts, and the complicated calculation of the coupons, consumers became more and more indifferent.
WKI suggest three take away points when playing the shopping festival as marketing opportunities:
l First, the campaign should have a clear and unique value proposition, with a sense of story, so that the brand can get better transformation and more attention;
l Second, the products participating in the promotion should choose the products that best represent the brand spirit, rather than randomly giving discount;
l Third, the language of marketing should be guided by brand thinking, so that the tonal style of marketing looks more unified.
For many brands, the priority strategy of this Double 11 is to open an official broadcast room in TikTok. An e-commerce operator from Hunan said, "To do e-commerce is the same as to open a physical store. We need to go to places with many people to open stores. Taobao and JD are shopping platforms. People will only open it when they plan to buy things, but TikTok is different. Now people will open TikTok at anytime for entertainment."
Although in terms of conversion rate, it is more convenient for Taobao Tmall, the e-commerce platform, to place an order and clinch a deal, TikTok, which has hundreds of millions of active users, is still a "fat meat" for brands.
According to the data, from October 31 to November 11, the number of businesses participating in the "Double 11" activity in TikTok E-commerce increased by 86% year on year; The e-commerce of new functional shelves led to a year-on-year growth of 156% in average daily sales.
Kwai at the other end chose to re open its cooperation with JD and Taobao before the start of this Double 11. After 7 months, Kwai live broadcast brand merchants can once again link their goods in JD and Taobao to the live broadcast room, instead of using their links in Kwai stores.
For brand merchants, this can not only ensure the exposure flow of goods, but also improve the conversion rate of goods, reduce after-sales and e-commerce operating costs. For the Kwai platform itself, you can borrow the traffic of Double 11 to get more advertising revenue.
However, for consumers, consumption is becoming more rational, and many people are tired of judging from the over frequent promotional activities and scripts of merchants, anchors and platforms.
From the perspective of consumers, e-commerce shopping has become an indispensable part of everyone's daily life. Especially this year, people are more interested in the promotion of incentives and discounts. The popularity of a shopping festival has less and less stimulating effect on people's consumption, which is not enough to attract consumers who have returned to rationality and become accustomed to e-commerce shopping. In short, if you want me to buy it, you have to offer more discounts.
Regardless of the effect, shopping festival or big discount offer is a battlefield that brands have to participate in, otherwise it will be left behind. This is true for small and medium-sized businesses and brand businesses. Therefore, what businesses want to do is not to give up the shopping festival , but to upgrade their playing methods and mentality when facing sales opportunities.
The connotation of shopping festival goal should be richer, not only to achieve the marketing goal, but also to see it as a contact point for communication with users in the process of brand building.
Some brands with high price per customer and not necessities can take the "Double 11" promotion as a testing ground for daily traffic and clientele quality.
To be or not to be may not be the question, the bigger question is how to and at what position. One thing for sure, making a grand gesture only on shopping festival to hope for an instant success is not enough to convince Chinese consumers anymore. Any brand, no matter of size or market segment, need to carefully design its marketing strategy that consistent with not only the shopping festivals but all year long conversation with it customers, on multiple platforms. Whether it is in offline shops, online stores, or social media.
