retail sales are growing year-on-year.
When Tmall released a thank you letter in the early morning of the 21st, it revealed very little information about the 618 score.
More information has been released in the past two days.
For example, nearly 300 brands have sold over 100 million yuan, and more than 100,000 small and medium-sized sellers have grown at a rate of over 100%;
For example, areas affected by the epidemic have resumed work and production and markets, and nearly 90,000 3 merchants from Beijing and Shanghai participated in Tmall 618 activities.
Among municipalities and provincial capitals across the country, from a consumption perspective, Shanghai ranks first in terms of transaction volume, and Beijing ranks second.
In fact, before the start of 618, e-commerce merchants were generally anxious because of the jamming of logistics and supply chains caused by the epidemic.
Because of the cliff-like drop in consumer confidence, the involution of competition and the increase in traffic prices, no so-called "dividends" can be seen. .
But as 618 comes to an end, looking at this 618, which is said to be the most difficult in history, there are still some new discoveries.
Some people say that 618 is really quiet this year. However, in this era of silence, there are still some brands that are making money silently.
They may be brands that have been solidly developing their basic market for a long time in advance.
In the third year of the epidemic, Tmall has become the basic market of most e-commerce brands.
More importantly, when it comes to pioneering business When shrinking, Tmall is still the fundamental market for survival, the fundamental market for achieving results, and the fundamental market for the next five, ten or even longer years.
interviewed several brands that have achieved great success on Tmall to discuss this conclusion.
1. As an infrastructure that users trust and are accustomed to
The entire e-commerce industry is still in pessimism, gradually turning to austerity and pragmatism. The core bottom line of the brand is not to lose money.
After the epidemic this spring, it is actually very difficult for merchants Yes, there are two difficulties.
1, consumer confidence is insufficient. is a very, very serious difficulty, and it cannot be exaggerated.
What we have seen is the entire C-side consumption. Judging from the feedback from our own customers, the unit price and frequency of consumption have been drastically reduced, which is very exaggerated.
2, shipping problem. The warehousing, logistics and delivery problem of the supply chain is slowly recovering, but timeliness still has an impact.
618 The current inability to ship goods to Shanghai will indeed affect the market capacity of high-priced brands.
Fortunately, things are getting better now.
From the perspective of the user's mind, these two points represent a sense of security. Where can I feel more secure?
A large platform, Tmall meets user expectations with deterministic transaction rules, service experience, and rich SKU and brand libraries.
When users have a stronger demand for "predictable" delivery and "predictable" products, they will buy with this certainty on Tmall and complete the transaction through search.
certainty, in today's consumer market is an asset, a super scarce asset.
Under the influence of the epidemic, everyone does not have such high expectations for pioneering growth.
So when stability is paramount, ROI assessment is a core issue. Not losing money is based on operating Tmall and Taobao as the basic platform.
Customer unit price is guaranteed, basic traffic is guaranteed, repurchase rate is guaranteed, and basic GMV is generated in Tmall. From this perspective, Tmall is the bottom line basic market.
2. As the basic mental disk of to C and to B, the basic digital disk.
Tmall is the basic position, especially in the stock era.
On the one hand, it carries a basic display for most e-commerce merchants to display to channels, display to C-side, and display to search. It is a basic display that shows the appearance of the brand.
On the other hand, there may be some merchants who started out as big sellers,
They are in Tmall, and their habit is to burn cars, and in Douyin , pour traffic from the private domain into Tmall, just for the transaction volume and sales, this Looking good is important.
The logic of the basic market, to C or to B, is often called the basic position of the brand.
This brand position is that users will see my Tmall store.
Even my channels, dealers, Douyin experts, and my Cs will mark the price of my Tmall store and the price based on the Tmall store. ,
has a preliminary judgment on the appearance of my brand.
Therefore, Tmall is indeed the basic disk of the mind from this level.
Most merchants, after going through the cycle of traditional big sellers to brands,
they will still find that the unit price per customer on Tmall is higher, because the mainstream users on Tmall are still very, very hard-core ladies. Level e-commerce users,
users make repeated purchases and are accustomed to purchasing according to their own path.
The merchant suddenly looked back and discovered this: Compared with other platforms, the repurchase rate on Tmall is very high.
Customer loyalty, repurchase rate, arpu value and the proportion of high net worth customers are also very high.
In addition, Tmall, as a digital service platform, is also very important for brands.
When I heard about digitalization, I thought it was futile.
But last week, I chatted with a customer with sales of 1 billion yuan. She said that they are very Digitalization has been deployed for a long time, and
consumption trends, content preferences, basic element portraits, and especially user changes with Tmall as the basic base are all focused on observation.
brand content, one is for effect, delivery is for effect, and the other is for brand communication to focus on the mind.
Digitalization is to prepare for the long-term mind marketing in the future, through the cycle, when growth takes off again, there is no data, there is no speed.
This is also the core meaning of Tmall’s digital position.
3. As an important channel + content platform + mental platform + brand assets, Tmall is a complex.
I like some recent descriptions of Tmall very much -
Tmall and Taobao must be the most effective positions for brands to accumulate consumer assets. They are the first position for the launch of new products for brands, the first platform for commodity brands to accumulate, new products , the first entrance to new categories, new brands, and new trend consumption.
In the future, content will be king. Both Tmall and Douyin emphasize content, but the difficulty and ROI for merchants are different.
Douyin is still trying its best today to let merchants learn the content, but there is still a long way to go.
I haven’t seen showcase yet. Merchants who can create content can make endless profits, but most businesses can’t create content. Most Douyin agents without content capabilities are closing down.
Merchants will pay more attention to Tmall when they feel insecure.
Everyone still agrees that Tmall is a trading platform that can generate LTV, repurchase, and brand awareness. This is the value of the channel.
Especially for these brands with mainly female consumer groups, they still feel that Douyin cannot accumulate a traffic pool for centralized operation.
Douyin is currently doing its best to inspire merchants to pay attention to content, but merchants are confused.
Because they need an account to broadcast one content at a time.
If a short video account plus a live broadcast room is equivalent to a store on Tmall today, the biggest challenge for today's merchants is actually that they have no way to produce such high-quality content.
Today’s e-commerce merchants are actually more accustomed to being channel-driven,
If we compare Douyin with Tmall, Douyin is a content platform,
Tmall, in contrast, is a centralized operating position for high-priced users. This kind of profit pool with guaranteed ROI may be more simply and roughly biased towards channels.
After being injured on Douyin, he returned to Taobao and Tmall to improve customer unit prices, seeking precise profits, precise, segmented, and vertical high profits.
Finally, let me reread what I said again. In terms of the allocation of energy, manpower, and money,
gives priority to ensuring the continued stability of its basic market, and then goes to Douyin to seek further expansion.
Douyin is not everything, Douyin is your channel, Douyin is not your dream of turning around, and Douyin is definitely not your shortcut.
Step on Douyin under your feet instead of being confused by Douyin's shortcut.
4. Tmall’s latest announcement is worth watching.
Some of Taobao and Tmall’s recent comments are quite good and pragmatic. I haven’t seen such a pragmatic speech for a long time.
is very pragmatic. Tmall is still the basic and stable platform of the entire e-commerce.
excerpts a few sentences, For reference:
1, the core strategic choice for the new year: stability and optimism, The market must grow steadily, the mentality must be determined and seek change, and remain positive and optimistic;
2, made a very important strategic choice, Taobao and Tmall have moved from transactions to consumption. In the past, it was the "flow" of traffic, but now it is the "retention" of retention;
3, focusing on 1 billion core consumer users, locking in certainty, deepening consumer value, and deepening user penetration are First choice;
4, unswervingly improve the platform's ability to help "Tmall merchants create brand value" (this strategy is very different);
5, let 1 billion users come more, shop more, and buy more Be happier and create more and better content for users.
helps users simplify their consumption decisions and enhance the "certain experience" in consumer services.
6, acquiring new brand users across categories is a huge business growth opportunity for merchants;
7, Tmall and Taobao must be the most effective positions for brands to accumulate consumer assets. One platform, the first entry point for consumption of new products, new categories, new brands and new trends.
8, content and consumption must be better integrated on the platform, and the two independent core contents of shopping and live broadcasting will bear greater responsibilities.
and above, quite interesting.
In addition, Tmall 618 said in the thank-you letter from merchants that its expectation for 618 is to make consumers happy, help merchants do business, and make merchants more successful, simpler, and longer-term in doing business.
In summary, the continued impact of the
epidemic has not only brought objective business restrictions on logistics and supply chains, but also has a more important impact on long-term consumer confidence in the retail market.
Tmall, as the basic profit base, Douyin or As a supplement to the private domain, the overall suggestion is to live more solidly and become more refined.
At the moment, working steadily on Taobao and living well is the highest priority.
- End -
An "Entrepreneur Traffic Manual" on Douyin, private domain , Kuaishou, Xiaohongshu, Zhihu, Taobao, Jingdong 7 large traffic side growth strategies and practical skills
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Author: Liu Siyi, founder of Qunxiang, chatting about entrepreneurship, traffic, and e-commerce.
