Every year in double 11, it is an excellent opportunity for brands to seek a breakthrough and make a comeback. However, how to grasp the opportunity of Big Promotion and successfully deal with the fierce competition and many challenges of Big Promotion is also a difficult proposition for many brands.
At present, the overall competition in the beauty industry is accelerating, the transformation penetration rate of e-commerce platforms is high, and the market forecast continues to be optimistic. At the same time, the industry is facing the pain points of strong stock competition, fast iteration of new products and difficulty in building explosive products, and needs to find ways to break the game.
On September 26th, Yicai Business School, together with CBN, Rookie, Golden Mai Award and DT Business Watch, jointly launched a double 11 Global Salon for Beauty Industry. Big coffee and brand traders in the beauty industry dismantled the double 11 business methodology of businesses on all platforms around the "global" keywords of the beauty industry, from planting grass, promoting and fulfilling contracts.
existContent grass planting linkA financial business school combs the rule changes and methodologies of different platforms to help businesses find targeted content strategies and improve the certainty of planting grass;
existLaunch promotion linkAll platforms are constantly upgrading and improving the promotion tools to help merchants achieve accurate delivery and fast card position in the fierce competition;
existLogistics performance linkWith the help of intelligent tools, merchants can overcome the common pain points in industries with high delivery pressure and high return rate, so as to achieve "cost reduction" by "improving efficiency", optimize service experience and lay a good foundation for long-term business growth.
Content Planting Grass: From Metaphysics to Determinism
At present, the value of content planting grass is self-evident. Yicai Business School’s "Full Platform Content Power Evaluation Report" proposes that content planting has three core values:
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In a world where products are in surplus and demand is insufficient, brands provide consumers with use value, emotional value and social value through goods and content.
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The strong linkage between platforms is subject to many restrictions. Data fragmentation cannot precipitate consumer assets, and brands can cross platform barriers by forming cognitive anchors through content.
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The content runs through the whole life cycle of brand products, from R&D naming to trial sale, notes, short videos, live broadcasts, questions and answers, which are interlocking and fully infiltrated.
However, the common pain point of merchants in planting grass is the contradiction between the uncertainty of consumer demand and the certainty of business.
In order to optimize the operation, reproduce the effect and summarize the methods of planting grass, and build a bridge between the "metaphysics" of content and the controllability of business, Yicai Business School puts forward the following five suggestions:
1) Amoy e-commerce: It is certainty to follow the trend of platform traffic configuration.
In addition to "browsing" and "Taobao live broadcast", the content position of Taobao e-commerce permeates the whole App in the form of fragments, covering the consumer’s decision-making link based on the consumer’s mobile line.
This year, in the three major content positions of short video, live broadcast and content-based stores, the new changes in Taobao are:
- short video: guess what you like on the homepage, and the proportion of short videos is increasing. From the beginning of 2021 to the middle of 2022, the proportion of short videos in the first page increased from 7% to 15%, and reached more than 30% by the end of 2022, and the current proportion has reached 50%. In the search results, short video forms are becoming increasingly diverse.
- live-streaming: The main indicators range from "transaction" to "transaction+content" to increase the attractiveness of traffic. Moreover, during the period of June 18, 2023, the online "reward purchase" and reward function were launched, adding new profit methods for non-professional content anchors with goods.
- Content shopThe store was revised to form the homepage of the complete content, which was automatically divided into three columns: Notes, Explanations and Live Broadcasting. "Store number integration" was fully launched, and the new store model "video content store" was fully upgraded.
Therefore, merchants need to closely follow the traffic allocation principle of the platform, plant grass and harvest traffic efficiently in various content positions.
2) Tik Tok e-commerce: The whole platform operation is not a cross-platform operation, but a bypass between platforms.
Content platform psychology: start with content gathering users, and then sell users as "commodities" to brands to obtain advertising revenue. When the pressure of commercialization increases, it is necessary to increase the gold content of users’ goods, and collect commissions (that is, "matching" service fees) through matching transactions. Therefore, "popularity flow" must rely on "content beyond expectations" to achieve a balance in the process of "e-commerce consumption".
This year, Tik Tok e-commerce has done two things to improve business certainty:
- From "looking for goods" in the content yard to "looking for goods" in the shelf yard, the two-wheel drive has led to the growth of e-commerce in Tik Tok.
- From the content yard GPM (turnover achieved by thousands of exhibitions) to the shelf yard OPM (order volume achieved by thousands of exhibitions), Tik Tok Mall is recreating Tmall’s classic e-commerce system.
3) Little Red Book: The relationship between content certainty and business certainty is reverse thinking.
Xiaohongshu first started as a self-operated e-commerce. Recently, after determining its own business development path, it announced in September this year that it would close its self-operated e-commerce business "Little Oasis" and "Welfare Society". At the same time, the quality live broadcast of Xiaohongshu began to show its edge, and a number of commercial tools and models were launched to accelerate the realization of e-commerce closed loop:
The action of building a closed loop of e-commerce:
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Measurable marketing effect index: planting grass value
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Traceable consumer transformation path: AIPS
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Operational delivery guidelines: KFS (high-quality content detonation → accurate reach and efficiency improvement → enhanced search and acceptance)
Perfecting commercial application tools:
Put forward the crowd inverse funnel model:
The AIPL model of Amoy Department and the A1-A5 model of Shaking Department are all transformed from the pan-crowd to the core crowd, but Xiaohongshu, based on the platform characteristics, first penetrated the core crowd, then continued to break the circle and generalize, and quickly released the brand potential energy with the help of natural word-of-mouth diffusion and commercial traffic.
4) Video number: Uncertainty is the biggest deterministic dividend of content e-commerce
From the perspective of business links, the links of WeChat Ecology are the most complete among content platforms and commercial platforms, with both public and private domains and both content and commercial attributes. Enterprise WeChat, applet, WeChat official account and video number have been interconnected.
Although the official video number has not yet proposed methodology, the user portrait is not accurate enough, and the penetration rate of industry categories is low, on the other hand, it also means that the video number is the blue ocean of the last content business, and it is the biggest dividend period for businesses to explore the layout in advance and find a small closed loop of business.
5) Global: Content certainty has different certainty for different businesses.
Merchants can be divided into four types according to their advantages:
- Content-based merchants: have strong content production capabilities.
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Price-oriented merchants: price advantage brought by the ultimate supply chain;
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Channel merchants: have a large number of offline stores and can form a linkage matrix with the headquarters;
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Characteristic merchants: products have new and peculiar properties in design and function;
Merchants can judge their own advantage types and find the right content platform to sit in the right place:
All-platform Traffic Layout Strategy of Beauty Industry in double 11
For businesses preparing for double 11, multi-platform traffic layout is not only more opportunities, but also greater challenges. Merchants need to formulate differentiation strategies on different platforms and achieve linkage in the whole region to improve overall traffic efficiency.
At present, the overlap of users of beauty products in Tik Tok and Tmall is low, and the consumption mentality and behavior of users on the two platforms are quite different. And the scale of users in Tik Tok is growing rapidly. Therefore, during this year’s visit to double 11, the two platforms, Tik Tok and Tmall, are equally important for beauty businesses.
In addition to Tmall, Tik Tok and Xiaohongshu, merchants should pay attention to the following three points when making layouts on other platforms:
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If the search volume of product words and brand words on related tracks increases to a certain extent on other platforms, businesses need to intercept off-site traffic in time.
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For the traffic that flows back to the platform through search from outside the station, merchants need to trace back the transaction link to find out the composition and distribution of global traffic.
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In the beauty industry, domestic brands often cut into the whole market from the subdivided blue ocean track. Merchants need to pay attention to consumers’ search behavior on different platforms and find the search words that fit their own brands.
1) Amoy e-commerce: Understand that everything is unbounded and business is bounded.
Business certainty and cost reduction and efficiency improvement are the key words of this year’s Amoy e-commerce. Taobao’s operating tools, through train, gravity Rubik’s Cube and Wanxiangtai, were merged and upgraded to Infinite World this year. By covering seven major Taobao business scenarios and upgrading technology in three aspects, the efficiency of merchants’ delivery was improved.
With the help of all things unbounded, merchants can formulate a full-cycle promotion strategy for explosions during the promotion period.
New product period: take "tag" as the core. With the help of traffic gold card, the keyword search occupation is improved, and at the same time, through the marking and mapping of new products, the precision long tail words are pulled up and the potential of new products is tested. Through the return of IPL crowd, the promotion and transformation of delivery are realized; In addition, the introduction of new products will accelerate the incubation of new products.
growth stage: take "heavy volume" as the core. The keyword plan focuses on the accurate traffic competition of keywords, and carries out accurate crowd impulse for industry category words. At the same time, we will enlarge the accurate crowd, accumulate OAI crowd, continue to expand new passenger flow and accelerate the growth of goods.
outbreak period: take "stability" as the core. Put new and old guests around keywords, undertake the traffic inside and outside the station, and continue to pull new ones; Enhance the growth of the first purchase of new customers through the crowd ark, and the intelligent mode is drained at a low price; Accelerate the activation of joining Laxin and old customers, and maintain the ROI of Laxin and sales.
Secondly, the unbounded world can be used to formulate the strategy of promoting the outbreak of stability.
Water storage period: Take "flow" as the core. Including sorting out the accurate word list of shop categories and continuous updating of SA disk; Accurate tag crowd classification and multi-target combination delivery; Quickly recruit new members.
Preheating period: Take "additional purchase" as the core. Card key words, focusing on words, people, competing products and long tail plan to buy; Crowd ark to enhance interest in new customers’ collection and purchase, crowd supermarket to tap the penetration of people with the same label; Continue to pull new and old members to activate.
outbreak period: take "transaction" as the core. Maximize the transaction with the help of mode intelligence; Promote the global transaction growth of PL people; Continue to achieve new, active and accelerated goods.
2) Tik Tok e-commerce: from the content yard to the shelf yard.
Core methodology: star map+promotion+search+live broadcast
First, throughstar chart, build a content matrix; existPromotion link1. The key index is upgraded from quantitative explosion to qualitative explosion; 2. Star map+hot push concentrated precipitation of A3 population (people of interest); 3. Star map+planting grass to realize quantity guarantee or bidding; 4. After hot push, the crowd portrait is calibrated;
Secondly, with the help of searching after reading, small blue words must appear, etc.search tool, so that consumers can jump from the content field to the shelf field and undertake it well through the product design; Finally, throughlive-streamingThe field completed accurate recall and live harvest.
Double 11’s main points of concern:
RhythmicallyDouble 11’s involution has intensified this year. Compared with other platforms, the pre-sale period started from October 24th, and Tik Tok advanced the pre-sale period to 20th, while the beauty industry started to "scramble" from 15th. Due to the high cost of the third wave of promotion, merchants should seize the first and second bands and do a good job in planting grass.On the goodsThis year, new products and price-competitive goods will get more traffic support.Content fieldThe new form of new content short play deserves the attention of merchants.
3) Little Red Book: From Planting Grass to Searching
There is no doubt about the grass planting and traffic spillover effect of Xiaohongshu, but the confusion of merchants lies in how to accurately measure the delivery efficiency of Xiaohongshu. At present, there is an obvious positive correlation between the people who are deeply interested in Xiaohongshu and the number of people who plant grass effectively outside the station.
Core methodology: point, line and surface
"Wandering" and "searching" are the two main behaviors of users of Little Red Books. Therefore, the merchants planted grass in Xiaohongshu,A key goal is to make the content appear in the search results of the core keyword (track) and get a certain amount of reading. "Search ranking * content penetration rate" has become the key indicator..
Therefore, the planting of grass by merchants in Xiaohongshu can no longer be limited to point-like delivery (B+KF), but should be connected into a line, and the content should be precipitated in a long stream in daily life, so as to obtain a higher ranking in keyword search (S) and finally realize comprehensive long-term crowd asset accumulation (AIPS).
Double 11’s main points of concern:
Keyword search (SOV&SOC)This year, Xiaohongshu extracted crowd packages and related keywords from the beauty industry dimension. Merchants need to optimize brand and product search keywords around the search function.
One-side data rollover: Xiaohongshu encourages brands to upload private crowd data, which makes the positioning of people on the platform more accurate. By dividing the crowd into three categories: potential customers, purchased customers and lost customers, we will expand the brand operation field. Xiaohongshu will encrypt the data uploaded by the brand to protect the data security.
Solve the pain points of logistics performance, and ensure the service experience.
Summing up the experience of several major promotions this year, during the period of double 11 this year, the brand will inevitably face more challenges in terms of traffic, goods and customer service, so as to further realize "reducing costs and increasing efficiency".
1.variation in dischargeUnder the trend of platform competition and consumption degradation, traffic becomes less, more expensive and more difficult. The high cost is partly due to the low flow efficiency.
solutionImproving efficiency is a more effective solution to reduce costs.
2.Goods change: consumers’ first wave of transaction mentality is more mature; Price force orientation and diversification of consumer demand have brought about an increase in order volume.
Solution:
- Set the goal of refinement and promotion.With the help of the rookie’s joint forecasting ability, merchants can access historical data and combine various influencing factors to make a more refined forecast of the big promotion goal and stocking, so as to increase sales and reduce the return rate, inventory turnover days and warehousing costs.
- Multi-dimensional thinking about stocking quantity.For the pre-sale business, the merchant can prepackage the order with the help of the rookie, and the user can leave the warehouse in time after paying the final payment. For uncertain orders, merchants can also adopt a semi-package scheme, and after the gifts generated by the order are confirmed, they will be packaged and delivered out of the warehouse, thus ensuring the performance experience.
At present, based on the efficient collaborative network and intelligent routing, rookie can provide the ultimate logistics experience such as pre-sale and speed-up during double 11, thus reducing the return rate generated by logistics links, reducing the cost of main warehouse and bringing positive reputation to users.
3.Consumer change: The decision-making cycle becomes longer and the return rate remains high.Solution:
- Full link performance monitoring.For packages with overtime risk, the rookie will promptly remind merchants to communicate with consumers, deal with stagnant or lost packages, and warn the aging card.
- Consumers are unusually active in service.Take the initiative to provide multi-scenario service and DSR evaluation management before the consumer opens his mouth, so as to save the refund for logistics reasons.
- Merchants have no worries.Through full-link, multi-scene abnormal automatic tracking processing, collaborative compensation complaints service, reduce the pain points of merchants in the whole process of performance.
