Taking stock of the new strategy of online and offline integration of the Double Eleven, what changes have been made this year? (Double Eleven offline activities)

Double Eleven has passed, but the heat of marketing discussion during the Double Eleven period has not subsided. Tmall JD.COM Gai Lou reduced its subsidy by/kloc-0.00 billion, while Pinduoduo continued to subsidize it. The digital brand plan created by Wei Meng and Tulip Media has used a brand-new way of playing, which has made great contributions to the private domain traffic construction of WeChat ecology.

As marketing enters the 3.0 era, more and more brands realize that offline and online are no longer separate marketing methods, and omni-channel integrated marketing covering online and offline scenes is the strategic focus of brand growth.

Therefore, from 1 65438+1October1,many well-known retail brands such as Lenovo, Lin Qingxuan, Herb Flavor, Dove, Mason, Hongxing Hongxing Erke, Aner, Meng Jie Home Textiles and so on have carried out global marketing promotion through the digital brand plan, covering 3C digital, beauty, home textiles and clothing.

These brands have obtained the exposure resources of 230 LED large-screen gold advertising spots covering the core business districts of 25 key cities such as Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou. Online, with the help of Wei Mengmeng's precise marketing service ability, the purchase is realized through direct advertising of brand applets by WeChat friends circle. This move has opened up the whole scene of online and offline, greatly enhanced the influence of the brand and achieved unprecedented results.

It can be found that this marketing method is very different from the traditional marketing method, and it is also different from the current hot social fission marketing. So why adopt this brand-new marketing model? From the merchant's point of view, why is this marketing model effective?

Fighting to protect the family: the inevitability of global marketing

This year's e-commerce pattern is very different from the past. Since the growth rate of Pinduoduo is significantly higher than that of Ali, and the market value has surpassed that of JD.COM, the duopoly pattern of traditional e-commerce platforms has become a three-legged situation; In addition, after the Supreme People's Court ruled that JD.COM's jurisdiction. COM's case against Tmall is still in Beijing, and Vipshop and Pinduoduo have also joined JD.COM. COM camp.

Although Ali believes that the choice between the two platforms is reasonable competition, from the perspective of merchants, it will be hurt by tons. Whether in Ali, JD.COM or Pinduoduo, the traffic from e-commerce platforms is the main source of traffic for businesses.

One more channel is certainly harmless to businesses. After all, the traffic dividend has peaked, and there are many channels and roads. However, as a platform for businesses, there is no right to speak in choosing one thing. After having to make a choice, the traffic that merchants get on those abandoned channels will inevitably disappear.

Under such circumstances, the platform has made great efforts to sink the market and inject new blood into itself and businesses. Pinduo tells us in practice that socialization is the behind-the-scenes operator of fission. For brands, rapid social fission can establish a huge private domain traffic pool based on consumer social circle and improve the conversion rate.

As a result, small programs relying on mobile social channels such as WeChat have become a new battlefield for e-commerce platforms and businesses to dig deep into user value. Of course, the increment brought by private domain traffic is good for businesses, but it is equally important to minimize the leakage of users from the traffic pool and improve the repurchase rate.

In this process, brand marketing has become a crucial link. With the landing of new formats such as smart retail, online marketing of brands is bound to accelerate the integration with offline marketing and increase growth from various channels. Therefore, global marketing is not only the operation policy of this digital brand plan, but also the guiding principle for building private domain traffic in the future.

Marketing effect-it's really good if the merchant says yes.

The digital brand plan jointly launched by Wei Meng Group and Tulip Media will last for one month, and it is expected that a * * * will select 100 high-quality merchants to help. The plan focuses on global promotion, aiming at creating a closed loop of private domain, taking digital marketing as the basic point, and constantly injecting vitality into businesses.

In my opinion, global marketing, as its name implies, is to drain each other online and offline. Then starting from this core, it can be divided into two modes, one is to start from the offline and finally to the Tropic of Cancer; The other is to start online and finally return to online. No matter which mode, it is to maximize the advantages of online and offline integration through digital marketing and realize the ultimate goal of closed-loop construction of private domain.

As for the specific measures and effect verification of the two models, the merchants have an absolute say. Therefore, starting from the flow logic and transformation logic of merchants, this paper selects Lin Qingxuan and Meng Jie Home Textiles as cases to analyze the marketing effects of these two modes respectively.

Lin Qingxuan closed loop: offline-online-offline.

As far as the function of offline to online is concerned, offline shopping guide marketing has achieved unprecedented success. With the help of shopping guides, Wei Meng has provided huge traffic support for offline stores of the brand, greatly improving the online conversion rate, among which Lin Qingxuan is the most representative.

This year's Double Eleven event lasted a long time, and Lin Qingxuan can be said to be the earliest brand. Since September, the shopping guide of Lin Qingxuan offline stores has guided customers into the store to receive the membership card of the small program mall by opening a card to send travel clothes, and precipitated members in the small program; Subsequently, the shopping guide conducted frequent and close online interaction and real-time communication with members, and reserved a large number of users for the pre-sale of the Double Eleven applet.

The private domain flow pool has been initially set up, and everything is ready except the east wind. On June 1 65438+1October1day, its star product camellia moisturizing oil was pre-sold in wechat applet, which created a sales volume of 20,000 bottles in just 2 hours, showing the powerful effect of offline traffic introduction.

With the help of this digitally upgraded store shopping guide for marketing, offline stores can be used as drainage outlets for online channels; At the same time, in turn, Lin Qingxuan applet gives a gift package of 187 yuan at the time of payment, allowing customers to pick up the goods at the store after placing an order, and give back the flow of offline stores.

This digital marketing mode from offline to online and then back to offline not only strengthens the impression of the brand in the eyes of users, prolongs the stay time of the same user in the store, but also invisibly occupies the minds of users and improves the retention rate. The most important thing is to help the closed-loop construction of private domain traffic.

In terms of traffic logic, focusing on offline marketing methods proves the powerful role of offline stores in online drainage in a short period of time; From the perspective of transformation experience, online and offline consumption scene activation is a long-term effect on user retention. So the second paragraph also performed well.

Meng Jie home textile closed loop: online-offline-online.

The problem of traffic is fair-both Lin Qingxuan, which was established more than ten years ago, and Meng Jie Home Textiles, which was established more than sixty years ago, are facing the same problem of getting customers, and they all choose the same digital brand marketing scheme. The difference is that Meng Jie Home Textiles is based on online friends circle advertisements, which combines traffic with offline business circle traffic, penetrates into users' full-time consumption scenes, and then directly purchases with small programs to create a closed loop of private domain.

First of all, there are business opportunities where there is demand. Meng Jie Home Textiles locates online portraits of users who love Meng Jie White Goose duvets in Kunming's 25-45-year-old single, newly married and married groups through the self-defined point radiation function promoted locally by friends circle advertisements.

Then, with the help of Wei Meng, based on the user's portrait, Meng Jie Home Textiles arranged patrol landing activities in the supermarket under the Kunming line for the first time to ensure the accuracy of online and offline drainage; Then, in the circle of friends advertisement, the location of the store is marked from the bottom of the card attacking Kunming Jinge Huidu111,so as to attract accurate passenger flow for the store.

In addition, Meng Jie Home Textiles knows that hot spots are easy to wipe and cannot be run away. Taking advantage of the popularity of IP, through cross-border cooperation with Tencent QQfamily's IP, QQfamily is added to small programs and offline LED screens as a stepping stone to attract passengers.

In addition, Meng Jie Home Textiles also attracts users to place orders online by choosing the explosions of offline stores, and combines the online and offline marketing matrix with stores more closely, and carries out bargaining activities in the one-room shopping mall with good goods and small programs, reaching customers with multiple contacts. This is another advantage of the small program mall under the WeChat ecology-there is no need to worry about being blocked, and the conversion link can be greatly shortened.

In order to ensure the retention of users, Meng Jie Home Textiles has established different communities for different consumer groups, which are divided into short-term groups and long-term groups biased towards partner groups. Through the refined operation of the community and the advertising in the circle of friends, we can effectively reach the target customers, realize the integration of products and effects, and easily break the bottleneck of smart retail transformation.

With the help of all-media channels, Meng Jie Home Textiles not only gained a large number of fans, but also improved the repurchase rate of small program malls during the Double Eleven period. It is worth mentioning that in this activity, Meng Jie Home Textiles cooperated with national distributors to promote sales, and the sales of small programs on the first day of the shopping festival exceeded one million.

In fact, in addition to Lin Qingxuan and Meng Jie Home Textiles, other brands participating in this activity have also reconstructed the user connection, and achieved an amazing transformation from traffic to sales in a short time, laying a good foundation for the long-term operation of the brand. All these are enough to prove the powerful role of global promotion and digital marketing in closed-loop traffic creation.

To be sure, global marketing is the general trend in the future when the concept of private domain traffic is getting higher and higher. For merchants, this digital brand marketing strategy not only brings the qualitative improvement of traffic and transformation, but also points out the direction for their future marketing strategy.

As for the businesses that haven't added global promotion, private domain closed-loop and digital marketing into the plan, although they haven't become the first people to eat crabs, fortunately, this wave of dividends is still not over. Learn to seize the day, and the future can still be expected.

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