Double 11 is no longer a monotonous discount. The e-commerce platform deliberately constructs consumption scenarios and uses different promotional activities and interactive experiences to improve the efficiency of reaching consumers. Juhuasuan focused this year on the night economy , which penetrated into the consumer’s life circle, and used celebrity live broadcasts to bring close product experiences, while tens of billions of subsidies became the water that guides traffic and promotes consumption.
Super Night Market knocks on the door to night economy
"Night economy" is not a novel term. After all, e-commerce platforms have already summed up the rules for more than ten years. Consumers are most active at 8 to 10 in the evening, and merchants have the most promotional activities. Intensive time point. Especially after live broadcasts are popular, there are more "Yeyou Shen".
"Alibaba Night Economic Report 2020" shows that "cloud shopping" has become a new consumption habit of people. Shopping while shopping on Taobao live broadcasts is becoming more and more popular. Late night is the prime time for live shopping. Go shopping on Taobao live broadcasts at night to buy, buy and buy. Accounted for more than 60% of the turnover. In addition, high-value groups such as exquisite mothers, senior middle class, cutting-edge white-collar workers, and Generation Z are the main groups of night consumption, accounting for 45%. Behind the numbers of
are the strong consumption potential brought by the night economy, and how to attract these consumers requires further refined operations. The marketing strategy of
this year's Double 11 is to use tens of billions of subsidies to drain high-net-worth consumption power, turn the main consumer battlefield to night, and create a "Double 11 Super Night Market" to stimulate more consumption with marketing plans that focus more on the night economy desire.
If consumers who do not shop regularly on e-commerce are not sensitive to the global price power created by the tens of billions of subsidies, then at the Super Night Show, one million large-value coupons will be issued every night at 8 o'clock, allowing the subsidies to touch these consumers. Shopping emotions. For consumers who like branded goods, brands like YSL, P&G, Givenchy, ipsa and other brands participate in the big-name subsidy day. They will become the core of the day's big promotion and bring the ultimate rights and interests of authentic products.
For consumers, of course, the promotion page hopes that the more abundant the products, the better, but what the hell is the mother and baby products next to the cosmetics? Why do you have to clean up the house after you have finished shopping in the snack area? Although the scene page with complex merchandise can make people picky, it also reduces the continuity and experience of shopping. On the one hand,
has fully upgraded the number of this super night market, adding more than 500 kinds of hot goods and deep subsidies, and on the other hand, it promotes a special event for one industry every day. Super Night Market customized the "One Night One Industry, Every Night Every Night" event for 300 super big brands in 6 major industries such as Tmall Apparel, Tmall Supermarket, and Tmall International. Consumers can compare and comment from brand to quality to cost performance. The stage report of the
Super Night Market shows that during October 21-27, the nighttime transactions of the core merchants who settled in the Super Night Market accounted for up to 70% of all-day sales. The core merchants of Tmall's 5 major industries guided the increase of visitors to the store through Juhuasuan. 70%. Among them, the UV of Tmall International and consumer electronics increased by 150% year-on-year, and the UV of major consumption and apparel fashion increased by 50% year-on-year.
Obviously, Super Night Market is not simply launching products in the evening peak hours of consumption, but based on the product and data analysis capabilities of Juhuasuan and the Ali system, upgrading the price war of tens of billions of subsidies into an "internal loop" of people's livelihood consumption Window, focusing on the precise matching of consumer environment and consumer demand.
For merchants, Super Night Club is not only an event entrance, but also an exclusive track for itself or the industry. By becoming the "protagonist" on the day of the event, it can improve the completion and rapid conversion of new customers. For consumers, Super Night Club presents the required products more reasonably, and the price and quality are the most "cost-effective", and the purchasing power is easily released.
star live watching is no longer a face but a goods
. It can be said that 2020 is the first year of live broadcasts. The live broadcast has effectively improved the efficiency of building trust between buyers and sellers and reduced the cost of products from manufacturers to consumers. Let this year's Juhuasuan start the process of making popular celebrities live broadcast.
For example, on May 14, Liu Tao started her anchor career as the official selection officer of Juhuasuan. Juhuasuan data shows that Liu Tao has 6 live broadcasts and the amount of goods brought is over 100 million. In the 66 grand ceremony of the cost-effective tens of billions of subsidies, Liu Tao refreshedThe star brought the goods record that day, and the live broadcast guided the order amount to exceed 220 million.
's "Double 11 Super Night Show" live broadcast team is unprecedentedly strong, with Liu Tao, Li Hao, Jing Tian, Yan Xuejing, Xiao Yang, Qin Hailu, Charmaine Sheh leading nearly a hundred official live broadcasts. Various fun activities under large subsidies have also become a key support for star live broadcasts to detonate the audience.
star live broadcasts also have their own focuses. For example, Li Hao’s live studio is mainly home electronics, Jing Tian’s live studio focuses on beauty and health care, and Yan Xuejing’s live studio focuses on agricultural and sideline products and public welfare goods. Although the stars themselves have their own traffic, the business model of Juhuasuan's official live broadcast does not engage in entertainment marketing.
Each celebrity has its own live broadcast style and traffic pool. Through precise operation settings in different professional fields, Juhuasuan helps merchants from sales premium to brand premium, from transaction revenue to crowd value enhancement, and comprehensively build products and Brand influence. Because
has a clear data analysis of the live broadcast style and live broadcast form, Juhuasuan can establish a high-quality and preferred crowd package in the live broadcast room, and help the brand realize the full cycle operation of "water storage -> outbreak -> marketing", forming a collection of products, data, The ecosystem of the whole content is opened up, creating a different marketing case.
, such as Zebra Craft Brewing, a product that has evolved from a niche to an explosive product, is trapped by the lack of awareness of craft beer in the mass market. Zebra Crafts not only needs to increase sales, but also consider how to convey product characteristics to consumers. Because live broadcasts are forbidden, Zebra Crafts lacks confidence in live broadcasts. In the Liu Yidao (Liu Tao Huaming) live broadcast room, Zebra Crafts not only gained good sales results, but also unexpectedly gained valuable experience. The
Juhuasuan team designed a lively live broadcast session for Zebra Crafts. Through the super stubborn interactive sessions of "Shaking Red Wine Glasses", not only netizens made emoticons and spread them on the Internet, but Zebra Crafts also made use of materials. The second spread. This new store has grown from a few hundred fans to more than 100,000, with single product sales exceeding one million, and most of them are new customers. Live streaming of
has become an important means for brands to attract traffic, providing rich material for product selection and subsequent launch. In the digital operation of Juhuasuan, live broadcast is no longer a single point of explosion, but a marketing tool for brand new and recall. Consumers are no longer focusing on the faces of celebrities, but on live broadcast consumer experience and endorsements by celebrities. product quality.
tens of billions of subsidies, super night shows, and celebrity live broadcasts complement each other and become a three-strike for Juhuasuan to create explosive models. The tens of billions of subsidies continue to penetrate the price force, and the super night show reaches the crowd with different consumption scenarios, and cooperates with the star live broadcast activities to release the consumption power, creating all kinds of explosive products and big-name products. These three business forms have become the main focus of Juhuasuan in this year's Double 11, allowing businesses to elevate from product marketing to brand and quality marketing.
Explosive Model Incubation Gives the brand an opportunity to go out of the circle
, born in 2010, is a “veteran” in the e-commerce circle. The marketing model of group joining has also created a record of “single pit of billions of dollars in transactions”. With the improvement of consumption levels, group buying has long since declined, and Juhuasuan has gradually stepped out of the traditional marketing model, using its in-depth interpretation of consumption scenarios to establish itself as a hot-selling incubator and marketing accelerator. With the deepening of Juhuasuan's digital marketing,
has not only incubated new products such as Zebra Craft Brewing, Beichang AI smart eye protection device, such as Jiangxi Nanchang Mixing Powder, Jiuyang Noodle Maker, and Beizhishui Dental Floss are all operating at Juhuashui. Become a single product hot style.
, on the one hand, to create the lowest price on the whole network, with free orders, 1 cent for 100,000 products, and so on, let the "really cheap, don’t count" cost-effective minds penetrate into consumers, use promotions to drive traffic, and build on scene operations. Explosive items; on the other hand, by assisting merchants to upgrade their data, manage the three aspects of people and goods yards, accumulate exclusive crowds, and match products and consumer needs.
In terms of brand cooperation, Juhuasuan is also exploring new consumption scenarios and cooperation models, such as "Juhuasuan tens of billions of subsidies X Starbucks". Through an exclusive customized gift box marketing plan, Starbucks will sell nearly 10,000 pieces on the day when the event is launched; exclusive discount model for drink coupons , Has accumulated nearly 10 million sales and brought 1.5 million visitors. At present, Juhuasuan's tens of billions of subsidy business volume accounts for 24.5% of the whole Starbucks store (daily sales), daily traffic accounts for 11% of the whole store, and new customers account for 56%.
The 21-day big-name subsidy day event ofSuper Night Club can attract different domestic and foreign big-names to participate every day. It is the new customer promotion ability brought by Fancy Ju Cost-effective's continuous iterative consumption scene. Abbott and Juhuasuan cooperated to bring celebrities into the 100-day broadcast room for three consecutive times. Givenchy landed on the big-name subsidy days for two consecutive times. Their brand value appeals are mainly for new customers.
Obviously, when e-commerce platforms use subsidies to attract consumers' attention and create premium products, subsidies are also a double-edged sword, which will encourage consumers to have low prices, and even bad money drives good money, leading to high-quality products. The product loses competitiveness. This goes against the current consumer demands, because the psychology of demanding both low prices and quality has become mainstream, and low prices alone are not enough to touch consumers.
For merchants, stabilizing the customer base in the fierce market competition is not a win. Only by constantly leaving the circle and expanding the new customer base can they remain invincible. And Juhuasuan has become a brand-new platform for incubating new products and explosive models in its own out-of-circle actions.
