The Double Eleven brand is gradually involving. After experiencing short-term marketing dividends, how to find a sustainable way to break the situation?
Double Eleven is now in its 13th year. What is different from the past is that this year’s Double Eleven front has been stretched longer, and pre-sale guns have even started in October. The enthusiasm of the "deposit person" has only increased, and the pre-sale time has also been advanced from zero o'clock in previous years to eight o'clock in the evening, helping everyone to make a hand-picking atmosphere more convenient and efficient.
2021GXG Tmall Double 11 page map
From the perspective of e-commerce, Li Jiaqi and Wei Ya's live room transaction volume once again baptized the public opinion market, with nearly 500 million people staying there, and the total transaction volume exceeded 20 billion. This "don't stay up all night" consumer carnival led by the head anchor has sounded the big gong for this year's Double Eleven. It also refreshes people's awareness of the ability of the Nuggets at the Shopping Festival. In addition to the huge delivery capabilities of head anchors, various platforms support merchant self-broadcasting and mid-waist platforms, and various major platforms have also introduced a variety of gameplay methods in order to give brands more opportunities to reach consumers. In addition to the traditional pre-sales and coupons, all major platforms have their own magical powers. Tmall launched the "shopping cart one-click sharing", JD.com launched "Minute", and Douyin supported the "Good Things Live Room". It can be seen that the platforms have issued their own force!
For brand merchants, the value of Double Eleven is not just selling goods, but more importantly how companies can upgrade new business methodology from a business perspective. While achieving business goals, help the long-term sustainable development of the brand,
Not letting the spark of Double Eleven is just a flash in the pan.
Following market rules, group strategy and brand strategy, GXG’s sustainable methodology
2.1 Achieve online and offline integration to meet consumers' multiple shopping experiences
Solving problems requires not only knowing the method, but also finding the right way of thinking, which requires a strategic perspective of overall planning. Up to now, GXG has achieved online and offline integration and digitization of passenger flow. Open up the online and offline membership system, achieve accurate capture of consumer portraits, mine pan-member data, and cover more growth markets with multiple categories and brands.
Secondly, adhere to the method of online and offline integration. In the digital media era, consumers’ attention has long shifted from a dazzling array of products to mobile apps. Accompanied by the lack of online experience, consumers are increasingly experiencing in-store experience. Demand, if you want to achieve a seamless connection between online and offline, it is necessary for both parties to achieve the effect of maximizing strengths and avoiding weaknesses and complementing each other.
2.2 Flexible and innovative marketing strategies to achieve brand rejuvenation transformation
GXG Youth Down Manufacturing Bureau 1.0 Fan Chengcheng Image Film
In the winter of 2020, GXG launched the "Youth Down Manufacturing Bureau" to create the first super down category, and invited the new generation of fashion power Fan Chengcheng as the director of the Youth Down Manufacturing Bureau to successfully hold a marketing event for stars and fans collectively "Cloud Catwalk" . The director takes office, creating a new style for young people. Through the spontaneous sharing of social media and fans, it achieved a break-through spread, and at the same time injected new vitality into the brand's rejuvenation transformation.
GXG Youth Down Manufacturing Bureau 1.0 show map
For consumers, Double Eleven is not only a time to buy cheap, but also an opportunity to buy new products, new categories and try new lifestyles. Flexible and innovative marketing strategies have created a highly active and loyal fan group for GXG.
Now the "Youth Down Manufacturing Bureau" has entered the 2.0 stage. Continuously innovate and iterate on the basis of 1.0, and once again play with young people by telling the outdoor lifestyle. GXG keeps digging into the current state of life of young people and speaks for them.
GXG Youth Down Manufacturing Bureau 2.0 show of the same blockbuster
In the new season of autumn and winter new products of 2021, the brand proposition of "being pro-life, go wild" is formally put forward, leading the youth culture with one hundred brands, and interpreting the colorful outdoor life from the perspectives of clothing, food, housing and transportation. At the same time, combined with the six scenes of camping, hiking, skiing, outdoor music, cycling, and Frisbee, it showed young people a multifaceted picture of outdoor life and encouraged them to actively and bravely pursue their favorite lifestyle.
GXG Youth Down Manufacturing Bureau 2.0 outdoor scene map
On October 18th, at the successful winter fashion show in Qinghai, GXG released a new outdoor down super category, once again pushing its own IP "Youth Down Manufacturing Bureau" into the public's field of vision, and will be profound in a younger social context. Interpretation of the brand value one by one, and continue to penetrate the minds of young consumers.
GXG Youth Down Manufacturing Bureau 2.0 Qinghai Show
Youth Down Manufacturing Bureau 2.0, while creating down jackets that young people like more, calls on young people to get close to the outdoors and deeply integrate fashion and lifestyle; it is reported that the sales of down products increased by 30% during the Double Eleven.
Retail is not only double eleven, but also every day
3.1 Export corporate values
GXG believes that only brands can enhance the sense of value. Reject the price war, return to the fundamentals of management, and look at the development of the company from the perspective of long-term investment.
Focus on innovation on the product side. Attaches great importance to the post-95 young consumer market, and collaborates with many young brands to create a cross-industry co-creation centered on the unique aesthetics of young people, and injects multicultural and fashion frontier genes into the brand DNA. Hand in hand with well-known designers, with the power of design, subvert the inherent impression of down, a large number of deconstructed splicing designs to show the multi-faceted self, and shape it into a younger, high-quality and differentiated clothing art, and continue to broaden the brand's user boundaries.
The marketing side continues to be younger. At the 2021 winter new product launch conference, you can see that online and offline channels carry out "offline activities + online live broadcast", through celebrity interaction, special live broadcasts, trendy interpretation, and talents to help out, and youth consumption The people communicate and resonate. While deepening services for young consumers, a new trend in men's clothing consumption has been set off.
Young actor Bi Wen B, talk show actor He Guangzhi
Enterprise development strategy looks at scale in the short term, and mind in the long term. Whether it is planting grass, fan economy, selling goods on live broadcast, or operating private domain users, brands will always shift from focusing on “carrying goods†channels to brand value. Traffic cannot create a brand. Brand mental shaping requires understanding the audience's life trajectory, mental structure and mental laws, so as to achieve saturation attack and continuous occupation.
3.2 Based on the present, looking to the future
GXG looks to the future, further realizes the road of multi-brand cooperation and seeks more potential win-win opportunities. Keep pace with the times, innovate the past. Provide consumers with truly high-quality and good things from the three perspectives of product, service, and marketing. Marketing is not routine, products are not false, and services must be sincere. Use the thinking of a century-old brand to operate instead of short-term dividends; use the perspective of solving social problems rather than solving business problems. To be a good company that realizes its own value and achieves high-level social value, and adhere to the road of sustainable and healthy development.
GXG Youth Down Manufacturing Bureau 2.0 Image Film
Faux Leather Fabric,Faux Leather Material,Red Faux Leather Fabric,Faux Leather Stretch Fabric
zhe jiang royal textile technology co.,ltd. , https://www.royal-sofafabric.com