With the two-week-long "Double Eleven" officially ending this year, unlike previous years, neither Tmall nor JD.com announced specific transaction data this year. Tmall only stated that the transaction scale was the same as last year, and even the most The lively Double 11 party has also become quiet this year.
Some people left sadly, but others flew against the trend.
According to the data provided by the Taobao Tmall platform, in the first hour of this year’s Double 11 sales, 102 brands had a turnover of over 100 million yuan, and more than half of them were Chinese brands.
Brands such as Laifen, Tylanes, Kongke, Winona, Yingshi, and Ulike still maintain a strong growth trend.
And what is the secret to maintaining growth for these brands that have overcome the dilemma of disappearing traffic dividends and solved growth anxiety?
What do they have in common?
Actively promote products to break the circle
The product itself is the core factor of user consumption, and behind the product is the brand's deep insight into the needs of users and the spirit of innovation. Therefore, breaking the circle of a product is a demonstration of brand value, and it will quickly increase its popularity and seize new growth. point of effective means.
A few years ago, the formula for a new brand to break the circle was jokingly summarized as follows: first plant thousands of reviews and recommendations on Xiaohongshupu, then go to Zhihu to find KOLs to follow up the questions and answers, and then get the top anchor to make a final decision , and finally quickly went to the live broadcast platform for self-broadcasting. After a set of procedures, a new brand took shape.
However, this universal formula is still in the verification stage and has not had time to be fully verified.
Nowadays, the increasingly homogeneous social grass planting has become a marketing standard. A pile of grass has evolved into a grassland, which is indistinguishable, and the conversion rate is naturally getting lower and lower.
Obviously, it's time to plant a tree.
Build the visibility of the brand and products to the extent that they can be noticed, only then will consumers notice this distinctive tree and the grass planted under it.
And planting trees must be achieved through detonation in the centralized big media.
Take this year’s Double 11 period, the national light Laifen hair dryer of the small household appliances category, as of the end of Double 11, Laifen’s sales volume exceeded 600,000 yuan with sales of 290 million yuan, ranking first among Tmall, JD.com, Douyin, etc. The platform ranked first in related categories, and its sales far exceeded the 9.1494 million yuan of last year's Double 11.
In just one year, Laifen's sales have increased by more than 30 times, and it has become the top of the list of domestic high-speed hair dryers.
What drives this is the broken circle of the product.
In February of this year, Laifen made a head start on Douyin with the topic "Why is Dyson's hair dryer not big enough?"
After successfully establishing the name of high-end hair dryer online, how to further break through the circle and establish a brand image of "model of new domestic products"?
Laifen chose to lay out offline channels.
Laifen chose to land on Focus Elevator Media, which widely covers the mainstream urban population, and established emotional links with young consumers in the language of young people through two versions of advertisements with homophonic stalks, "Really Lafen" and "Stars are all blown out". And leverage young people to expand the brand's voice and achieve a strong effect of breaking the circle.
At the same time, through the all-round "spreading" of the high-frequency scene of the elevator, the cognitive advantage of "high-speed hair dryer = Laifen" was quickly established, which also strengthened Laifen's positional advantage in the category of high-speed hair dryers.
Figure 1: Example of Focus Elevator Terminal Brand
Innovative positioning to open up new scenarios
For products, the key to a successful product lies in whether it can find the corresponding usage scenarios in the lives of target consumers.
Depicting the details or unique points in the scene can evoke the user's plot memory and trigger the audience's association.
When building a brand, any enterprise needs to consider the brand's scenarios, including consumption scenarios, usage scenarios, content scenarios, etc.
Maximize the detonation of consumer interest and trigger immersive participation and interaction, so that circle-level consumers can happily understand and recognize the product.
The children's shoes brand Tylanis, which takes "highlight every step" as its brand concept, also achieved the brand's highlight moment on Double 11 this year-Tmall Double 11 ranked first in the sales of baby and children's shoes, and the sales of Tmall's flagship store were the first. Breaking through 100 million, sales increased by 137% year-on-year on Double 11 in 2021.
From the beginning of its birth, Terranes has always emphasized the positioning of China's high-end fashion professional children's shoes, focusing on the use scenarios of products, and launching the "six-level professional children's shoes system" from the perspective of users.
This year, Tylanes has taken a new step in the content scene, playing the brand slogan of "Tylanes, highlighting every step", conveying an emotional value that the brand helps children make every step wonderful, and elevating selling products to selling value.
Then, through the entry of offline mid-to-high-end supermarkets, the consumption scene is positioned as high-end fashion, thereby laying the high-end tone of the brand.
The product power has been maxed out, and the brand influence is still short of the brand's highlight.
Therefore, in 2022, Terranes will use Focus Elevator Media as the core position for offline detonation, and successfully detonate the brand through the saturation attack of elevator media scene marketing.
For a time, "Tylanes, every step of the highlight" swept the elevator room and became one of the most memorable slogans at the same time, successfully capturing the minds of consumers.
Figure 2: Example of Focus Elevator Terminal Brand
Shaping brand emotional resonance
Traffic is only the starting point, and the ultimate pursuit of brand building is to build a "flow experience" that can resonate with consumers.
Through continuous brand communication, establish a persistent trust field and gain users' favor. At the same time, we must also start from users, gain insight into their aesthetics and interest preferences, innovate brand content, and create an exciting content field.
Take empty noodles as an example. Its success lies in not only opening up a new track, but also maintaining its leadership in this new category.
This year’s Double 11 shopping mall ranked No. 1 in the full-cycle sales of convenience and fast food on the Tmall platform, and won the No. 1 pasta on Tmall for three consecutive years.
The road to brand advancement of Kong Desire Pasta is the epitome of a group of successful new and cutting-edge brands in recent years: starting from online live streaming, and then planting grass through social platforms; Start offline communication, and use centralized media such as elevator media to reach a wider range of urban mainstream consumers.
In the commercial film launched on the Focus Elevator media, Kong deliberately focused on the pain points of consumers, and truly reproduced the situation of busy young mothers who are tired with their babies and difficult to cook.
And the declarative slogan "Only be a mother, no cooking" leveraged the high-frequency saturated communication of Focus Elevator Media to directly hit many young mother groups, and successfully gained consumers' awareness of the brand and products through emotional resonance. And recognition, set off a consumption boom of "instant pasta".
Figure 3: Example of Focus Elevator Terminal Brand
Only by building brand value can we solve growth anxiety
No matter how fast the marketing methods are iterated and emerge in endlessly, in the final analysis, whether they can win the minds of consumers is the key to the brand's success.
When the traffic dividend disappears, if the brands that have grown up relying on traffic fail to transform and break through in time, they will almost inevitably fall into the dilemma of "killing both volume and price".
Therefore, if a brand wants to remain in the hearts of consumers for a long time, it must get out of the traffic jam and return to brand building itself.
Let the brand become the focus of consumers' minds, let the brand itself become traffic, and establish a bond of emotional and value recognition with consumers, so that the brand can establish an irreplaceable position in their minds.
Use a centralized communication position to strengthen the position in the minds of consumers and create a "brand power" that is difficult to shake.
Compared with previous years, this year's Double 11 has more special significance. Some brands represented by new domestic products are approaching the inflection point of development, from the "first half" of wild growth to the "second half" of refined operation.
The more complicated the environment is, the more we must return to the original intention of the brand and return to the value itself.
Committing to brand building and the flow of consumers' minds is the best way to deal with all changes and overcome growth anxiety.