Don'T Know How To Do Double 11? They Are Overtaking At A Bend In A Commercial Plot Video+Search

　　 Author | Xiao Mei

In the communication with traders, we found that more and more brands will Dithering E-commerce As the key battlefield of Double 11.

Among them, one of the major changes in the overall way of playing is that we pay more attention to the refined operation of search, especially the heuristic search represented by Xiaolan Ci. The specific measures include more intervention, more rewards to guide the search, and more accurate page presentation after the search.

The reason why we can and want to do so is that, unlike traditional search behavior, we can only wait passively for being found. In heuristic search, brand businesses can take the initiative to participate in users' consumption decisions in advance and seize the signs of willing consumption. In this era of stock, any opportunity to tap the increment is valuable.

We observed that the Diaoyin E-commerce launched a new trend of "Diaoyin" from October 10 to 19· Fashion warm season ”Activities, seize the autumn and winter clothing shopping season and the Double 11 In the early stage of the impoundment, the thermal clothing category was launched first, and the whole link of grass planting, transformation and trading was quickly completed. The daily average exposure of search commodities in the women's clothing industry increased by 48%, and the GMV of search transactions increased by 89% The outstanding thing is that it is early, fast and fierce.

After reviewing the whole process, we found that this official game is also focusing on widening and enhancing the search link. Based on this, we summarized three references Dithering E-commerce The secret of planting grass:

1. Weave a bigger web: create good content with "spiritual value"

2. Go deep into the crowd behind the demand and use the plot flow to penetrate the hearts of people

3. All roads lead to Rome and take the initiative to meet consumers in 50 steps

　　 01

Weave a bigger web: create good content with "spiritual value"

As we know, the underlying logic of dithering e-commerce is to "obtain traffic with content of interest, and receive traffic with products that can solve users' pain points". In other words, there should be enough good content to capture and capture traffic before we talk about the next step of transformation.

How to create good content? A simple idea is to use the spiritual value of products. Because the spiritual value is more interesting, more enjoyable and resonant.

Taking "Shaking in the New Fashion · Fashion Warm Season" as an example, clothing, food, housing, transportation, and clothing are simple and stable needs, but in modern life, clothing has long been not only for warmth and other functional values, but also to highlight fashion taste and express life attitude, which is the spiritual value of clothing.

Therefore, the first shot of the activity was to "shake in the new trend · fashion warm season", which chose to cooperate with the top fashion media Fashion COSMO. On October 12, Fashion COSMO targeted 22 10. At a temperature of 5 degrees Celsius, 8 The inspiration of autumn and winter warm keeping style covers the latest popular styles, such as Kusa style, Maillard brown style, and quiet luxury style, and is directly combined with the cooperative brands of this event, the cashmere brand "Hongtai Cashmere" of the whole industry chain and the single product of the large underwear brand "Uniquely Beautiful", helping the brand step on the latest fashion trend.

On October 18, Fashion COSMO released "Double 11" Guide to Grass Planting in Autumn and Winter ", launched two core brands of grass planting blockbusters to throw out a fashionable attitude and further lead the fashion rhythm.

Grass planting blockbuster is co starred by three different styles of dithering talent, namely, plot talent Wang Qiye, large fashion talent Su Banyue, and fashion talent Cheese Aunt Tai. The combination of the plot talent and the trend talent can ensure the popularity and visibility on the one hand, and pry the trend crowd on the other hand.

Taking the short film "Clothes are also your business card" as an example, it tells about Wang Qiye's anxiety and thinking about wearing during the interview. He was either too cold, too restrained, or not formal enough. Finally, he chose the coat of "red too cashmere". The skin felt fine and comfortable, and the atmosphere was appropriate, which helped Wang Qiye become more confident, sassy, and successfully passed the interview.

Just like the title "coat can talk", the core message of the short film is that dressing is also a reflection of taste and attitude, and is part of our external expression. With the help of interviews and business cards, this information has been more specific and vivid interpretation.

Similarly, Su Banyue, as a fashion expert in large size, cooperated with the brand "Unique Beauty", which has been specializing in large size underwear for ten years. In the short film, she said that size was not the standard to define beauty, which aroused resonance.

Two grass planting plots have effectively accumulated A2 and A3 for the brand crowd. More importantly, brands such as "Hongtai Cashmere" and "Yiyiqiao", which are category oriented, often have strong product power, but are confused by the shaping of brand power. These expressions of fashion attitude also help the brand convey its own ideas. Let consumers have more psychological goodwill towards the brand beyond the products.

So far, from fashion trend to life attitude, "Shake in the new trend and fashion warm season" has thrown out their own expressions, which are also the starting point and origin of all subsequent topics and the center of the network.

In order to further expand the influence of topics and weave the web more widely, the event launched # autumn and winter old money style with its own low-key noble spirit, # self-confidence is the most effective wear item, # fashion week wear that everyone can control, # cooling wear, which focuses on fashion and warmth 4 topics, cooperated with the talent/marketing number to promote the discussion, and finally 2 hot topics hit the top 2 and top 6 of the overall list.

As a good content for clothing category, the key point is to grasp the two spiritual needs of fashion taste and life attitude, and "shake in the new trend · fashion warm season". Therefore, it has successfully achieved a large amount of attention and traffic, which has reserved sufficient food and grass for future transformation. This idea can also be copied in other categories.

　 　02

Keep an eye on the crowd: three advantages of plot grass planting

You may have noticed that in the two grass planting blockbusters mentioned above, "Shaking in the New Fashion · Fashion Warming Season" is a series of two people who can wear clothes together. In addition, they also cooperated with Qin Ran and Huang Jieyi, two plot experts, to customize plot short films for the brand.

Why do you attach so much importance to storytellers? Because it can really be called "traffic password", the knife technique has also been paying attention to this trend. Not long ago, Han Shu's methodology in the short story film was disassembled.

Qin Ran and Huang Jieyi, who worked together in the "Shaking in the New Fashion, Fashion and Warm Season", are the top players in the field of short story films, and have launched several short story films with a broadcast volume of more than 100 million. Cooperate with them to plant grass in a dramatic way, including crowd, scene and attitude Three advantages.

First, close to the target population. The audience label of the plot short film matches the fashion crowd very well - women account for 58%, focusing on the new white-collar workers and exquisite mothers Large consumer groups. The data also verified this hypothesis. In the audience analysis of Huang Jieyi's cooperative short films, more than 80% were women, and Qin Ran's more than 90% were women, which was consistent with the strategy of promoting women's clothing in this event.

Second, integrate the user's clothing and life scenes. Whether the interview in Wang Qiye's cooperation short film, or Qin Ran's meeting parents in his short film, or the visit of Huang Jieyi's mother-in-law in his short film, they are the real clothes and life scenes of fashion wear users, with a strong sense of substitution. Here, the coat of "Red Too Cashmere" has become a gift for future mother-in-law and a gift for daughter-in-law. It not only provides the reason for purchase, but also guarantees the quality and price.

Third, when the user is "mouthing", the attitude is expressed. In the short film of cooperation with the plot master, there are many thoughts from the female perspective, such as whether the busy mother at home gets enough respect, whether the girl will lose herself after marriage, hit the minds of new white-collar workers and sophisticated mothers, and shorten the distance with users. Many users also started to discuss their experience of meeting parents and getting along with their mother-in-law under the comments, A sense of empathy.

To sum up, plot grass planting enables marketing to focus more on people, adapt to user needs and context, and achieve more accurate communication and grass planting effects. In fact, this is what we have always emphasized. The Internet makes it possible to observe people in detail. If we say that the traditional category strategy is more faced with vague and unified needs. Now, we can understand the purchase motivation more clearly, so that we can trace back from the category to the essence of demand, and shift the focus of marketing from "things" to "people".

Taking the above cashmere overcoat as an example, market insight can be refined from "producing a beautiful cashmere overcoat at a good price" to "what kind of consumers, under what occasions, why and what kind of cashmere overcoats are needed". Therefore, market activities can be more clear about the communication object and content, and more vivid and efficient grass planting can be completed. This will be particularly evident in the e-commerce of global interest, and can also be more complete and effective.

In addition to plot style grass planting, another feature of the global interest e-commerce is the seamless connection between grass planting and grass pulling. The cooperation between "Shaking in the New Fashion · Fashion Warm keeping Season" and the top talent is not only about content, but also Qin Ran and Huang Jieyi have incorporated grass planting items into the live broadcast goods.

It is worth noting that this is also the first time for Ditto E-commerce to do the action of plot grass planting video+live broadcast with goods linkage, which reflects their determination and investment to further develop the shelf.

　　 03

Build multiple shortcuts: take 50 steps to meet consumers

Of course, the most important part of the transformation is still search and shopping malls.

As we all know, in search of this "ancient" business, Diaoyin E-commerce has developed a unique search method - heuristic search, that is, through the video comment area, the title area, the bottom of the relevant recommendation area and other locations of the keyword recommendation, that is, small blue words, so that users do not have to input their own, click to search.

From "Guess what you want to see" to "Guess what you want to search", this has changed the search from an active behavior to a semi-active one, opening a new operating space for the brand. To put it simply, if we say that the traditional search is a 99 Step, there is one step left for the brand, heuristic search is 50 steps for the user and 50 steps for the brand. This brings about two obvious changes.

First, the brand has the opportunity to reach a deal with "potential consumers who have not yet reached 99 steps", that is, with users who have weak willingness to spend, which can help the brand find more business growth.

Second, the 50 that belong to the brand Step, which can be customized, can guide consumers to take steps and walk on the road paved in advance. In other words, brands can participate in consumption decisions earlier and actively strive for more opportunities for themselves. Let consumers "all roads lead to Rome", and it is a shortcut.

Based on this understanding, it is not difficult to understand that "Shaking in the New Fashion · Fashion Warm Season" is used in search and Shopping Mall I have done something about it.

First of all, before opening the door to pick up customers, make sure that the goods in the store are sufficient and high-quality. In order to better sustain the influx of traffic, the "Shaking in the New Fashion · Fashion Warm Season" increased its support for the warm season category in advance, and improved the overall supply through Qianchuan incentive contest, low share incentive contest and other activities.

Secondly, the search link has been improved by "Shaking in New Fashion · Fashion Warm Season", which focuses on the core category of women's clothing this time.

First, it led more people to search. As mentioned earlier, they launched four hot topics, which attracted a lot of traffic, and finally fell on the two search terms of "Fashion Warm Season" and "Conversation Fashion" Several talent review areas have set up small blue words on the top, superimposed the attraction of "daily first search 100% winning", and directly guided the transformation. The display rate of small blue words on four hot topics has reached 96.2%, and the display rate of small blue words of search talent is 100% 。

In addition, there are also live broadcast room banners, search incentive contests, search qualifying contests and other search guidance measures simultaneously, and multi pronged efforts are taken to encircle more search traffic.

In the search, users will be able to accurately obtain product information by means of image text navigation, Aladdin, shopping guide list and other forms. When the search finally arrives at the Tiaoyin Mall, they will give priority to the display of fashionable and warm new products in the season to improve the conversion turnover rate.

The three-dimensional, direct and rich search diversion is like a series of fast channels leading to the shelf, which jointly boost the daily average exposure of goods by 48% and the GMV of search transactions by 89%.

The core goal behind the large-scale investment in search and shopping malls is to transform social and content users into e-commerce users, which is also valuable for brands. At the opportunity · Daofa annual product efficiency summit at the beginning of the year, Luo Xinhua, the founder of "Shirt Laoluo", said that a good shelf will help reduce the dependence on live broadcast, and users who buy through shopping malls tend to have higher customer prices, there will be joint purchases, and the return rate is much lower than users who buy through live broadcast. These indicators are crucial to brand businesses in the apparel industry.

　　04

Analyst comments

With the IP of "shaking in the new trend" The activity continued to be implemented and promoted, and the positioning of "the birthplace of fashion trends" has been constantly strengthened in the minds of consumers. More and more users have formed the habit of consuming clothing in the Diaoyin e-commerce, which means the opportunity to obtain new customers for relevant sellers on the platform.

The overall trading logic of "shaking in the new trend, fashion and warm season", such as integrating high-quality content such as plot talent, and making good use of the strong power of search, is also a way for brand businesses to "copy homework".

On the whole, when Dithering E-commerce The accelerated development of search and shopping malls, that is, the mentality of "people looking for goods" is getting stronger and stronger, combined with the advantages of "goods looking for people" in the content field, can make the flow in the entire circulation pipeline more abundant. For brand merchants, the business path is more diverse, and they need to read and understand the platform better, and think about their own increment and where it is.