Double Eleven, Four Not-to-be-Missed Brand Growth Cases "Dou's Good Case Vol.5"

Now the Double Eleven has gone through 12 years, and all major platforms have formed a relatively fixed and mature style of play. With the increasingly fierce brand competition, marketing methods tend to be homogeneous.

In addition, the current e-commerce industry is in a period of rapid development, and it is not uncommon to see big promotion nodes, and users' attention is seriously cut and dispersed. It is increasingly difficult for brands and businesses to achieve explosive growth in the face of Double Eleven.

But someone can always break through the bottleneck. What brands stand out in this year's Double Eleven promotion? Can their style of play be reused? What innovations and experiences are worth learning and learning from?

In this issue, Dou selected four brand cases: Guanzhan, Xiaoxiandun, Aiyifu, and reviewed its existing e-commerce double eleven, and discussed the marketing methodology that greatly promoted the sustainable growth of the node.

Official stack: full link three-dimensional communication, detonating brand flower festival

The exhibition was established on 20 18. As a new nourishing brand in China, Guanzhan has gradually developed into a pioneer in rubber industry, focusing on dry rubber products. This year's double eleven, the official stack links Tik Tok e-commerce marketing IP to

Tik Tok e-commerce fact matrix

Hit a target/mark

C

With the combined marketing activities as the main means, the Flower Festival was created on the Tik Tok e-commerce platform, and more than 6.5438+million GMV was created in one week.

In terms of commodity strategy, Guanzhan upgraded the outer packaging of all products in Hua Jiao, further presenting a personalized brand image. For senior middle-class and exquisite mothers, Guanzhan also launched a brand-new nourishing product-fresh stewed sea cucumber, and launched 20,000 sets of Guanzhan joint parcel cards to create a nourishing feast.

On the level of marketing strategy, Guan Zhan initiated the topic # Younger than You in Tik Tok. With the help of the content output of Tik Tok Huajiao Festival, he conveyed the brand concept, shaped the mental path and realized vertical and accurate grass planting.

On the one hand, multi-resource horizontal linkage, combined with Tik Tok's interest in e-commerce games, blessed Weibo's social life, radiated offline family scenes, and spread brand influence in all directions.

On the other hand, it permeates multi-dimensional content vertically, focusing on Greater Bay Area's three stars, Charmaine Sheh, Hong Xin and Chen Fayong, and gathering more than 30 KOLs in emotion, food, fashion and beauty, mother and baby, and entertainment. Continue to export high-quality content, deconstruct and convey the value concept that the brand is younger than you, occupy the mind to form grass, and help the official stack flower festival.

Stewed fairy: go deep into the scene to plant grass and build the user's mind

During the Double Eleven this year, small fresh stews became the first in the Tik Tok e-commerce nourishing category list, and 74% of users chose products with monthly subscription and above.

Its biggest highlight is to build the user's mind by planting grass in the scene, thus affecting the user's consumption behavior. For example, not long ago, Xiaoxian stewed bird's nest immersed in Chinese nourishing experience store opened, and its brand-new design concept completely broke people's cognition of bird's nest. Effectively enhance the category awareness of freshly stewed bird's nest and enhance the trust of users.

During the period, Xiaoxiandun also cooperated with popular IP to create star hot topics and star shop visits, and gathered traffic to complete cross-circle communication, so that users can fully understand the history and culture of Xiaoxiandun's freshly stewed bird's nest and help brands establish emotional connections with users, thus consolidating consumers' confidence in the bird's nest industry and realizing the precipitation of high-value users.

Through online and offline communication, Xiaoxiandun has formed a complete marketing link, gradually expanding brand communication and users' mental occupation, and finally realizing sales transformation.

Eve: Open up a new retail model and build a brand self-broadcasting matrix

Since June 1 1, the daily average payment of the main account of Tik Tok e-commerce GMV has exceeded 700,000, and the single payment of GMV has exceeded 1.2 million. At present, the daily turnover of its new e-commerce retail account in Tik Tok is about 20 times of the daily sales of the store. This achievement has a lot to do with the continuous exploration and deep cultivation of the new retail model of Tik Tok e-commerce clothing industry.

Since the end of June, Aiyifu has launched offline 4000+ store resources, guided accurate users who have placed orders in the store to log in to Tik Tok, and deposited fans for the main account. In four months, the number of new fans in the main account exceeded 2 million, and more than 500 new retail account systems were hatched, and a new position of online new retail matrix accounts was gradually established. At present, the average daily payment of five new retail accounts GMV of Aiyifu exceeds 50w, and the highest turnover of Aiyifu in 2025 exceeds100W; ; The daily transaction amount of Tik Tok's new retail account is about 20 times of the daily sales of the store;

In the mode of Tik Tok e-commerce interested in e-commerce looking for people, store accounts with different contents, goods and regions can be distributed to users with different interest labels; One brand, multi-touch, maximizes sales opportunities while avoiding the problem of users being diverted. Aiyifu's new retail account matrix continues to enhance its strength through content operation and stable broadcast. At present, the number of fans has reached 3.58 million, and GMV pays more than 50w per day. The daily turnover is about 20 times of the daily sales of the store.

In terms of product structure, Aiyifu combines the new online retail form to optimize the product structure. First of all, through the organic combination of offline tray and online dedicated tray, a new retail tray is created. Secondly, launch new retail discount styles to help create explosive items. In addition, by planning the proportion of shoes and clothing, we can help consumers do a good job in the early stage, maximize the joint rate, promote transformation, and successfully create a variety of explosions that sell thousands of pieces in a single market. At the same time, it is different from the live broadcast scene of the conventional shed, which brings consumers a brand-new immersive consumption experience and further enhances sales transformation.

At the anchor level, Aiyifu started the in-store gold medal guide and trained to be a gold medal anchor, which successfully solved the problems of difficult anchor recruitment, difficult training, high cost and unstable personnel, and provided convenience for the sustained and stable output of brand ideas, directly supplementing the demands of high-quality content and high-quality manpower in online scenes.

PMPM: The short video is planting grass to create momentum, and the new live broadcast mode has achieved remarkable results.

During the Double Eleven period, PMPM*** paid over 20 million GMV, a year-on-year increase of 400%. On June 3rd, 165438+, PMPM also successfully boarded the "Tik Tok e-commerce beauty real-time hot sale list-TOP 4 beauty list, Top 1 new skin care".

As early as September, PMPM made a clear plan for the marketing rhythm of Double Eleven, dismantled the target in stages, and gradually realized the transformation from communication intention, delivery evaluation, short video planting and live broadcast drainage, and finally achieved great promotion. Marketing explosion.

First of all, on the management level of a talent matrix of Tik Tok's e-commerce fact matrix, PMPM starts from brand tonality and mostly takes shoulder and waist beauty experts as its main partners, including take-up, Honey, Zhang Tiechui, Ear Fire, Little Shark and so on. Short video roi exceeds 3.

Secondly, PMPM focuses on the cost-effective product portfolio in Double Eleven, reducing the decision-making cost of users. The price range of its rose series package is set at 99-299 yuan, and various combinations are introduced, which brings users a high degree of preferential mentality and promotes transactions.

Finally, PMPM also tried a new live broadcast mode. Through the accurate delivery of the crowd package, the short video exposure crowd related to the brand products is delivered to the live broadcast room of the talented people who have planted short videos, so that the gmv of a single game is increased by 500%, and the single product transaction conversion rate reaches 10.62%, which is obviously better than other single products in the audience by 2%-3%.