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汗纳迪姆
Aug 03, 2022
In Welcome to the Forum
Since Suning.com launched the "Hundred-Day Battle" in 2014 and officially launched the "818 Shopping Festival", 818 has accompanied us for 8 years. This was originally planned to become the shopping festival IP of the third largest marketing node in the mainstream e-commerce circle after Taobao Double 11 and JD. In terms of mental persuasion, they failed to make waves as expected. Analyzing the reasons, one is related to the influence of the launching platform, Suning.com, and it is difficult to call on other platforms and merchants to invest in this marketing campaign on a large scale; the other is that the time is slightly awkward, and 818’s attention is always drawn by other marketing nodes. Such as: the Olympic Games, Qixi Festival, etc., naturally cannot effectively undertake the important task of connecting the "replenishment" node between 618 and Double 11 in the second half of the year. However, this "tepid" e-commerce node is expected to be "picked up and revitalized" by Douyin e-commerce again . With over 600 million daily active users, a unique way of mining user consumption needs, and a "snowball" growth model, Douyin 818 has won the attention of more and more brands and is expected to become Douyin's largest e-commerce IP of the year. Activity. Regarding how to do a good Douyin promotion, we have sorted out these practical methodologies丨Sprint 818 Compared with last year's "818 Wonderful Good Things Festival", Cass found that this year's "818 New Trendy Good Things Festival" has greatly upgraded both from the participants and from the platform investment. On the subject of participation, last year's "Wonderful Goods Festival" still focused on bringing goods by experts - although Suning Tesco, Xiaomi, etc. and Douyin jointly created a "super live broadcast room", but overall, the brand operation at this stage is still It belongs to the stage of "benchmarking", and in this year's Trendy Goods Festival, we saw that brands that contributed more than 60% of Doudian's revenue have entered the hall and become the core participants. From the perspective of platform investment , this year's 818 also includes almost all the traffic, interactive gameplay and generous benefits of Douyin e-commerce, including but not limited to: Douin explosion list, topic challenges, qualifying competitions, high red envelope subsidies, etc. , and will also join hands with Hunan Satellite TV to launch the first Douyin e-commerce customized party. While helping partners to transact efficiently, this e-commerce node will be strongly associated with Douyin and strongly bound to users' minds. 1. Doing Douyin E-commerce: Why Shouldn’t “Marketing Activities” Be Ignored? For merchants, the importance of participating in 818 and other big promotion activities is self-evident. It helps to gather popularity on a large scale, and facilitates the detonation of short-term, high-volume centralized transactions. In the FACT business model launched by Douyin e-commerce, the important role of "event marketing (C)" for business operations is also emphasized. Whether participating in platform promotions (such as 618, 818), marketing IP activities (such as Super Product Day, New Year's Day), or industry activities (such as Beauty Festival, Clothing Festival, etc.), activities can help brands Reaching the user circle that was difficult to reach in the past is an incremental battlefield that merchants cannot miss in their e-commerce operations. However, because it is a battlefield, the competition is extremely fierce. Grabbing traffic and achieving high conversion are the core goals for participating merchants. Observing the monthly GMV and fan performance telemarketing list of the official flagship store of @ PEACEBIRD Women's Wear, we can easily see the positive driving effect of platform activities on brand business. Regarding how to do a good Douyin promotion, we have sorted out these practical methodologies丨Sprint 818 But beyond the event itself, in Kath's view, strengthening the e-commerce operation of Douyin's live broadcast has two other values ​​for brands and businesses. First, help brands/merchants jump out of existing growth bottlenecks . This is due to: Douyin, which has 600 million daily active users, is not the same as users under traditional e-commerce channels. Kang Zeyu, president of Douyin e-commerce, once said that more than 85% of the consumers acquired by Douyin merchants are new Customers, in Douyin, the brand has every opportunity to increase; and Douyin, which mainly focuses on interest recommendation technology, can also distribute content with different attributes and forms around the same product, which is helping merchants to expand the user radius and continuously. While introducing accurate traffic to the live broadcast room, it can also bring users a new "discovery" shopping experience. Second, give brands at different stages the opportunity to "start" on the same starting line. In the Douyin e-commerce ecosystem, br
On how to do a good Douyin promotion, we have compiled these practical methodologies
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