How Do Double 11 Positive "Seven Year Itch" Brands Explore New Opportunities In Old "Double Eleven"?

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"Shopping Carnival" has entered its seventh year.

Early layout, singles day has also become an indispensable theme day 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 major issue for brands.

A serious topic ahead.

It is understood that both international brands and local brands are constantly summarized on the basis of past "double eleven" experience. In 2015, they made more adjustments not only in the aspects of stock, service, logistics, marketing, etc., but also combined the short-term promotion strategy of "double eleven" with the long-term strategy of brand development, and made various attempts in O2O and other aspects.

Marketing opportunities and Strategies of "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 China's CEO Lin Xiuping view, 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.

From the annual sales growth, the "double eleven" is still a promotional holiday.

"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.

The survey found that when buying, 85% of the consumers will choose the product category. 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.

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".

New opportunities in old "double eleven"

When the "double eleven" is becoming more and more popular, the electricity supplier's festival movement is becoming more and more intense. It may also cause some people who are tired of all kinds of promotional sales fatigue to follow suit.

But that does not mean they have no desire to shop.

For "double eleven", everyone's perception is that online shopping can actually become an opportunity for enterprises to open up a O2O.

For the brand, Lin Xiuping thinks that we should think about the opportunities outside the line.

For example, online offers consumers the same price discount as online shopping, but provides better shopping experience, or consumers can get double benefits on the same day.

Some brands in 2015 have used this as a selling point and prepared ahead of schedule.

It is learned that in 2015, "double eleven", Shanghai Jiahua is planning the first full channel in-depth linkage O2O of the electricity supplier and the offline store. The consumption generated by users in Tmall's official flagship stores and stores can enjoy the rights of members, member services and the realization of integral exchange. Consumers will also enjoy the deep line services such as skin moisture test and star product experience through Herborist stores.

AOKANG also wants to achieve its goal of "double eleven" to achieve the goal of opening up barriers between online and offline businesses through the "double eleven". Through the "double eleven" online traffic, it promotes the sales of entities under the line, slowing down the impact of "double eleven" on the line, and relying on offline consumer experience to promote online development and realize the complementary advantages of both sides.

Therefore, when preparing for the "double eleven" promotion plan in 2015, AOKANG was considering the joint promotion plan under the online and offline.

In the product organization stock, the "double eleven", AOKANG will strive for close to half of the online style line, the implementation of the same price strategy, really let online and offline linkage, let customers realize the use of online shop price to buy physical store goods consumption experience.

At the same time, "double eleven" on the same day, AOKANG will also carry out "Wan Dian Tong Qing" activities in Jiangsu, Zhejiang and Shanghai. In this area, 100 stores will be selected, one or two containers will be sold in the store to sell the online style, and customers will enter the AOKANG shop after the Tmall client. They can see the relevant styles and shoes. Just shake the phone to show the nearest store, and can go to the shop and buy it at the price of the shop.

The boom of the electricity supplier Festival has also led to the rapid growth of advertising on the mobile terminals, which is of far-reaching significance for marketing. At the same time, the brand should also pay close attention to human nature. It is necessary to enhance the brand experience while optimizing the mobile terminal scheme.

Another suggestion of Lin Xiuping's "double eleven" brand owners is that advertisers with multi brand structure should pay more attention to the coordination between different brands on the major electricity supplier festivals, which means that the brand needs to be deployed early to promote the brand synergy and sales growth.

In addition, the survey found that "low purchase" is the primary factor for consumers to double eleven shopping. Secondly, the pleasure of buying is also very important. Third, it is more and more important to participate in Shopping Festival as an indispensable social topic.

Lin Xiuping believes that the latter is less concerned about the brand, but in fact, the brand can take advantage of the consumer's "bask" mentality, create competition between consumers and friends, show off the chance of spoils, and extend the whole shopping cycle through some small games and activities to expand the brand influence.