Author: Cheng Hua
Source: Zhenghe Island (ID: zhenghedao)
As the fight against the epidemic enters its third year, in the context of various traditional dividend tides gradually fading, the uncertainty hidden in 2022 has never seemed to be so much.
Take the important weather vane "618" to judge the consumption situation as an example. Compared with previous years, this year's "618" seems particularly different.
From the perspective of merchants, live streaming has become increasingly becoming a new infrastructure for e-commerce, and store streaming has become a basic operating method for merchants. However, due to concerns about the industry pain points such as lack of traffic and marketing strategies, merchants have become very cautious in the face of 618.
On the other hand, in addition to regular promotions and concessions, merchants have paid more attention to pragmatic and sustainable development this year, effectively taking advantage of the situation, making business promising, simpler and longer-term, which has become the consensus and priority of merchants.
consumers also seem particularly "restrained", shifting from the previous focus on "quantity" to "quality". Firm demand, cost-effectiveness, personalization, and service experience have become a series of keywords in this year's consumption behavior.
Therefore, 618 in 2022 is called the "most difficult" session in history.
At this key node, as an important bridge connecting merchants and consumers, the e-commerce platform shoulders important tasks such as helping merchants continue to grow and stimulating consumer demand, and the challenges are naturally not small. How to make this proposition well is related to hundreds of millions of consumers and thousands of merchants.
1. Let more merchants stand in the C position
When the trend changes, only by understanding its underlying logic can you know how to solve the situation. In this regard, Juhuasuan, which has been in the online market for twelve years, has been actively exploring.
Based on long-term and meticulous insight into the market, Juhuasuan uses innovative and strategic thinking, and uses internal and external forces to provide deep guidance and efficient aggregation of merchants, ultimately forming a explosive power of the nuclear energy level. How to call
?
upgraded live broadcast selling method is a key blow to Juhuasuan throughout 2022.
According to Tiande, the head of Juhuasuan Business Department, Juhuasuan only wants to do one thing this year, which is to upgrade the live broadcast.
In order to do a good job in live broadcast, this year, Juhuasuan upgraded the blockbuster live broadcast IP "Farewell 8:30". Focusing on the live broadcast pain points such as lack of traffic and inability to find directions that have attracted much attention from merchants, Juhuasuan has upgraded its live broadcast performance in multiple dimensions from the incubation of the official live broadcast room to the support of brand store broadcasts.
Through the strong alliance between official live broadcast and brand store broadcast, it creates a dual transaction field, accurately controls user consumption psychology from the aspects of products, content, gameplay, etc., so that merchants can gain effective attention and help brand store broadcasts explode. Let more and more businesses become the protagonists of "Freeze 8:30".
How does Juhuasuan do it?
is a comprehensive upgrade in scale first. This time, Juhuasuan and merchants further optimized the linkage potential energy, which led to higher-dimensional breakthroughs and explosions in store broadcasts. During the
promotion, more than 200 merchants participated in "Free-for-month 8:30". Among the more than 500 broadcasts, not only 45 of them exceeded 10 million, but more than 180 of them exceeded one million.
The old mid-to-high-end home storage brand Taili Home is one of the representatives.
Under the measures such as Juhuasuan traffic support and 24-hour live broadcast support throughout the day, Taili Home Furnishing's live broadcast room is very popular. The purchase prompts and fan questions in the live broadcast room are dazzling. It has also produced a series of hot products such as vacuum compression boxes, upgraded soap boxes, anti-slip clothes hangers, and wash and guard bags, achieving a double growth of more than 618 last year's new fans and live broadcast performance.
This is also a typical example of traditional physical brands achieving effective breakthroughs online. With the help of Juhuasuan, Taili Home Furnishing continues to deeply connect to new customers, thereby achieving rapid recruitment of new customers. Not only appears in the big promotion node, "Free Savings 8:30" also accompanied merchants with a normal marketing model, helping brand store broadcasts to solve the traffic dilemma and shaping the long-term brand value in the minds of consumers.
Another major feature comes from Juhuasuan's unprecedented integration efforts.
This time, in addition to the comprehensive recommendation of Juhuasuan’s main website, "Haixun 8:30" also integrates many internal and external resources to provide merchants with more certain traffic escort.
With the help of the good exposure frequency and precise drainage provided by Juhuasuan, the well-known brand in the maternity and infant industry, Manxi also achieved high growth through "Haixun 8:30". In Manxi's live broadcast room, a limited gift box was sold out by new and old fans in less than 2 hours. The increase in fans, joining the club and online peaks were far beyond the past, making the merchants say they were surprised.
The gratifying results are far from that. For example, the well-known brand Ulike, with the help of Juhuasuan's deterministic empowerment through the core resources of the entire region and the co-construction of live broadcast room scripts, Ulike became the top 1 in the evening hourly live broadcast list on June 15 alone, and the live broadcast room conversion is far ahead of the industry level.
It can be seen that as an IP that showed vigorous vitality and potential energy shortly after it was launched, "Free-for-month" opened a new horizon for brand merchants to live broadcasts.
Under the aggregation of this super IP, brand store broadcasts have obtained a huge traffic pool. At the same time, IP also stimulates users to form expectations and stickiness. It not only stimulates consumers' sense of participation and shopping desire, but also meets consumers' cost-effective and safe expectations.
By deeply connecting brand merchants and public needs, "Free-for-money 8:30" is helping more and more merchants stand in the C position and achieve continuous accumulation of energy. "Official store broadcast allows brand merchants to gather in one venue, and the power it bursts out is not calculated based on N live broadcast rooms, but at the level of the N power." Yan Zhi, head of the live broadcast business of Juhuasuan Business Department, explained.
As the closest place to merchants and consumers, Juhuasuan's advantage lies in its ability to quickly understand user needs and market trends, flexibly adjust directions and strategies, and provide merchants with high matching services and assistance through organic integration.
Looking forward to the upgrade of live broadcasts this year, Tiande, head of Juhuasuan Business Department, said, "Juhuasuan will eventually form a live broadcast explosion scene with official broadcasts and store broadcasts as a matrix." The mature platform ecosystem of
allows more and more businesses to firmly hold hands with Juhuasuan. On June 18 this year, there were nearly 900 brand merchants participating in Juhuasuan’s official live broadcast. Behind this is the merchant's high recognition of Juhuasuan's industry influence and full-process escort capabilities.
More importantly, through Juhuasuan's continuous assistance, merchants have achieved nonlinear growth in brand awareness , development momentum, live broadcast innovation, and firmly grasping consumer minds and explosive power, and there are more possibilities.
As Charlie Munger observed, none of those merchants that have achieved great success wins by solving their shortcomings. Only by doing their best to major strategic events related to survival can merchants have a sharp enough knife to effectively tear the gap in the market.
Juhuasuan, represented by "Haoxuan 8:30", is such a "sharp blade", allowing merchants to break the bottleneck of live broadcast without distraction, thereby achieving growth and sprinting and bursting.
2. The consumption experience is upgraded, and the "traffic" has become "retained"
On one side is the merchants who hope to take advantage of the "618" to ride the wind and waves, and on the other side are the consumers who hold their money tightly.
As e-commerce live streaming becomes normalized and home-based, consumers are becoming more rational and less sensitive to big promotions. Even if you participate in it, you hope to enjoy both rich and high-quality products and services with peace of mind, confidence and comfort.
For merchants, whoever can take the lead in returning to the essence of e-commerce, move from selling goods to consumers, and provide a better shopping experience will have the key to long-term and steady operation.
"Shop broadcast must be the trend and direction of e-commerce development," said Yan Zhi, head of the live broadcast business of Juhuasuan Business Department. User experience and scene sense, strong interaction between brands and users, etc. will also become important entry points for the development of store broadcasts.
Alibaba President of the domestic digital business sector Dai Shan has emphasized more than once that this year's key task is not only to improve the experience of merchants, but also to improve the experience of consumers.
This year, 618, Juhuasuan has made innovative upgrades from a two-pronged approach to official broadcasts and store broadcasts, aiming to establish a more comprehensive consumption scenario with more diverse gameplay and create a simpler, intuitive, interesting and informative consumer experience for consumers.
1. The platform deeply participates in the customization of live broadcast content, creating a more vivid live shopping experience for users
When live broadcast is becoming daily, "content" has become a new weapon to enhance consumers' shopping experience. Like upgrading live streaming sales methods, focusing on merchants and consumers, and using operational thinking to improve live streaming content is guided by long-termism. In addition to upgrading the content of the official broadcast of
, Juhuasuan has also joined hands with ecological experts anchors, such as Bee Surprise Club, Shiitake Mushrooms, and Hu Ke live broadcast room to launch the "618 Fans Week" special live broadcast, using super subsidies and royal single products to spread benefits and other diversified welfare methods, achieving a significant increase in transactions.
Juhuasuan's brand store broadcast is also exciting.
For example, mobile phone brand iQOO aims to "continuous broadcasting for 24 hours" this year, and began planning pre-sales, good starts and outbreak days live broadcast plans early, from equity settings to intensive farming and saving money strategy scripts, to planning special live broadcast content such as e-sports star live broadcasts and flagship product manager live broadcasts. It can be said that it has reached the level of "only consumers can't imagine, but no iQOO can't do it."
These practices that predict consumers' minds and needs in advance and actively solve them are the "basic operations" of merchants under the guidance of Juhuasuan this year.
Convenience and eye-catching are not the ultimate goal, but the experience is full. "Free money" is Juhuasuan's unchanging original intention. It is also for this reason that this year, through in-depth operation and endorsement of through safe and secure , plus the sincere concession and coordination of merchants, there are 50% off official flags, large coupons, time-sharing instant sales, gifts and other simple gameplay methods, and then there are top-notch goods, hot products, first-time offerings and other products.
Based on consumer insights, Juhuasuan has brought more than 400 million in equity concessions to consumers through a series of refined operations such as pallets, rights, rhythm, gameplay, content, scripts, etc., truly achieving more enjoyable and happier buying.
2. After the shopping link is opened, how can consumers make buying more convenient and happier? The answer is hidden in the "Aha Moment"
100 years ago, German psychologist Karl Boole proposed a psychological concept - Aha Moment, which refers to the satisfaction that people produce when they obtain experiences beyond expectations.
Juhuasuan is also helping merchants seize every "ahha moment" of users. What is very representative is the new business capability matrix it has built "10 am in the morning 8 pm".
"8 pm" as the name suggests, refers to the "Free Saver 8:30" mentioned above, while "10 am" is a "10 o'clock grab instant kill" gameplay that is created in conjunction with Juhuasuan's entire regional marketing and helps merchants attract traffic and accumulate energy. It can capture the golden flow period of 10-12 o'clock for 6.18 yuan every day.
Juhuasuan hopes to create a central venue by integrating "10 am in the morning, 8 pm", which not only serves the merchants participating in Juhuasuan at the same time, improves the possibility of business explosion, but also conveys the "favorable" mind to users, cultivates users' habit of concentrated consumption at a fixed time, and creates a more ultimate and cost-effective shopping experience.
Revolve around the pain points of users not knowing what to buy during the big promotion. Juhuasuan also subtracts on the consumption link at 618 this year, launching a "copy homework" shopping guide model to shorten decision-making time and allow consumers to experience a refreshing shopping feeling.
From the perspective of marketing , Juhuasuan's consumption experience upgrade this time has far-reaching significance.
Consumers purchase products not because of their love for the brand, but because they want to activate and resonate with themselves in their hearts through the brand and achieve a high level of awareness of themselves.
At the same time, when the brand is no longer high and no longer far away and mysterious from consumers, it is introduced to consumers by the anchor like introducing friends, becoming a kind of existence around him. This not only brings into the relationship between consumers and brands, improves consumers' shopping experience, but also increases consumers' satisfaction and trust. Watch it happily and buy it with confidence.
Where are the users, where is the future of merchants and markets. From the above innovative consumer experience upgrade of Juhuasuan, it can be seen that behind its actions is based on years of awe and persistence in the concept of "only users can determine how far we can go".
Juhuasuan also proves with these efforts and achievements that Juhuasuan can not only serve as the main base for content for merchants and consumers to resonate with each other, but also be enough to become the main base for current consumption. The more important significance of
is that as the Internet demographic dividend gradually disappears, only by focusing on user experience and continuously creating value for consumers can the platform better help merchants turn "traffic" into "retention" and walk calmly in the era of stock competition.
This is the inspiration brought by Juhuasuan's exploration of the upgrade of consumer experience, and it also brings great reference value to the entire industry.
3. In addition to increasing the special supply, letting consumption be more diverse
live selling method and consumption experience upgrade, Juhuasuan puts the third place of effect upgrade on special supply.
This is also the result of Juhuasuan's long-term precise market insight. As the consumer group has diversified purchasing needs, consumption trends have gradually shifted, and merchants have also ushered in new market opportunities and need to find a continuous explosion point that is consistent with their own brand and product characteristics.
In this context, Juhuasuan has launched a special supply with innovative strategies.
For example, Juhuasuan, which has created the "Shanghai Consumption Week" project to help the recovery of Shanghai's real economy and gain insight into the long-established shopping desires of Shanghai consumers in advance. By recommending Shanghai domestic brands to the people of the country, as well as a combination of Taobao resource support, live broadcast charity special sessions, and event dissemination, Shanghai merchants are stimulated to revitalize their sales vitality. Under support policies such as free pits and commissions, Juhuasuan has helped more than 200 merchants achieve transactions of over 100 million.
In addition, Juhuasuan has specially launched targeted product subsidies to address the wishes of the Shanghai people, increasing the issuance of subsidy red envelope rights to Shanghai citizens, and helping to release the potential of Shanghai's consumer market.
With the help of the 618 promotion, Juhuasuan also launched a new agricultural product plan and established a special subsidy fund for 10 billion new agricultural product to meet consumers' diverse and personalized consumer demands.
In the field of people's livelihood consumption, more and more consumers have begun to have the need to "good quality, low price, and sufficient control". They have always insisted on the cost-effective Juhuasuan adopts a mass-marketing marketing strategy, and launched 20,000 large-package exclusive goods by increasing the quantity by 10% without increasing the price, helping consumers keep their money.
The multi-dimensional increase in characteristic supply once again conveys the warmth, courage and responsibility of Juhuasuan as a value e-commerce platform.
4. Conclusion: Why is Juhuasuan?
New trends in the industry have come, and uncertainty is still there. How can e-commerce platforms make consumers happy at the same time and make merchants have a bright future in doing business, simpler and longer-term?
Juhuasuan delivered its own answer this year with a series of innovative explorations.
"Juhuasuan hopes to become the most scarce and freshest marketing platform in Taobao through hard work." Speaking of Juhuasuan's performance and future prospects this year, Tiande, head of Juhuasuan's business department, summarized this way.
It can be foreseeable that in the future, Juhuasuan will still actively embrace the trend, relying on the ecological synergy and digital capabilities of Taobao e-commerce, flexibly and continuously adjust its strategy to help merchants and consumers resonate and win-win, thereby creating a more accurate and efficient Juhuasuan effect.
And this is exactly the marketing password that Juhuasuan can always take the initiative and become a winner.
For many years, Juhuasuan's mind has not changed to provide consumers with good goods, and has always insisted on providing merchants with high certainty resources to achieve continuous growth and explosion. Under this consistent unchanging and persistence, Juhuasuan has always maintained explosiveness and vitality.
This is undoubtedly a kind of resilient thinking.
Marshall scholarship scholar Collins and US Army four-star general McChrystal proposed in the book "Empowerment" that in a complex and changeable environment, "resilent thinking" is a new way to deal with uncertainty.
As the participation of the whole people gradually enters the track of consumption and brand win-win, only when the entire industry faces each other, supports each other, and has the new characteristics of the times, can a new setback be ushered in. But no matter how uncertainty changes, those who have a sense of mission, responsibility, have a soft mind, and have internal strength, will not have bad luck.
Reference materials:
[1]. 618 is hot, illuminating the new background of Chinese consumption, China Securities Journal
[2]. Is new consumption not good? Or is your brand not good? Chaos Academy
[3]. In the second half of the 618 battle, who is declining and who is breaking out, China Economic Weekly
[4]. Empowerment: Create an agile team to deal with uncertainty, CITIC Publishing House
[5]. Average transactions exceeded 10 million, Juhuasuan gave a new solution to brand store broadcasting, and the world online merchant
