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"Marketing Highlights" pays attention to all interesting and informative brand marketing trends, and selects fun case updates every week.
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01. From building a platform to building a brand, can NetEase Yanxuan really exit Double Eleven?
Not long ago, he jointly released the brand advertising film "What is a Good Things" with Luo Yonghao, using the "anti-routine" perspective to complain about the current trend of excessive product advertising and flashy marketing packaging. On the eve of Double Eleven on November 8, NetEase Yanxuan launched the advertising film "Leave 11·11". 3 cases of html counted the complex rules of full discount, routine discounts, first rising and then falling, pursuing GMV growth and neglecting user experience in the Double Eleven promotion in recent years. finally launched the "No routine shopping festival" of NetEase Yanxuan APP this year.
NetEase Yanxuan "Leave 11·11"
Through a series of creative content planning and linkage dissemination, the core points of "no routine" repeatedly reach consumers. This is obviously a different marketing method chosen by NetEase Yanxuan at the promotion node. It emphasizes that NetEase Yanxuan's products will not be paid as much as possible or directly reduce the reserve price this year, in order to drive the sales of its own brands.
In fact, as early as 2020, NetEase Yanxuan announced its withdrawal from Double Eleven, which attracted widespread attention from the industry and the media.
Objectively speaking, traditional e-commerce platforms have formed a three-legged pattern of Taobao , JD , and Pinduoduo . The rise of new traffic platforms has added the breakthrough of Douyin interest e-commerce and Kuaishou trust e-commerce. Even though NetEase Yanxuan once broke through with the ODM model of differentiated positioning of boutique e-commerce, it soon faced the challenges of competing products from major manufacturers such as Xiaomi Youpin and JD . The domestic e-commerce market Matthew effect is highlighted. NetEase Yanxuan’s life is not easy. Behind the retreat as advance is also the prelude to its business focus and strategic transformation.
This year, NetEase Yanxuan CEO Liang Jun responded to the reason for withdrawing from Double 11 last year through an internal letter. He said that Double 11 should have been a "road" for users to preferential consumption, but now it has been designed by many merchants as a "maze", so Yanxuan withdraws from the "Double 11 full of routines, advocating consumerism, and changing flavor."
Liang Jun also emphasized the slogan of NetEase Yanxuan’s “no routine shopping” and said that will focus more on in product , channels, and business structure next year. GMV is still a business indicator that the company attaches importance to, but we must let it go and do not advocate consumerism.
For NetEase Yanxuan, which had a low presence in previous Double Eleven battles, "retreat to advance" is actually a path. In July this year, NetEase Yanxuan made another major adjustment, including the Yanxuan main site selling Yanxuan and third-party brand products at the same time, while Yanxuan flagship stores from external channels such as Tmall and JD have been changed to the Yanxuan brand products. An important signal conveyed is that NetEase Yanxuan clearly needs to build itself into a brand, not a platform.
Obviously, NetEase Yanxuan, which focuses on branding, will not really withdraw from Double Eleven, but will need more channel cooperation, more hot product creation, and more precise marketing deployment to achieve its goal of "making more people use good products with a higher cost-effective way."
02. Yongpu Coffee x Ant Forest, "Monkey Want to See You" Yunnan Golden Monkey Protection Plan
This year, various platforms have added different forms of charity planning in the promotion and marketing nodes, and many brand activities have also participated.
On the eve of Double Eleven, Yongpu Coffee and Ant Forest jointly launched a Yunnan golden monkey protection plan. During November 8-11, Yongpu Coffee and Ant Forest held a "blind date" event for national first-class protected animal , a rare and endangered species in China, in the pop-up block of Yuyuan School Field in Shanghai. Using topical activities, they popularized the fragmentation of the habitat of japanese golden monkeys to the public. The monkey groups are separated from north to south, and they need to artificially repair ecological corridor and restore their free passage and reproduction.Call on more people to pay attention to rare species and ecological environment.
Yongpu Coffee x Ant Forest "The Monkey Want to See You"
In addition, Yongpu Coffee and Ant Forest also launched the "Limited Forest Flavored Coffee Liquid" for this cooperation, and launched the Yongpu Tmall flagship store simultaneously on November 11th.
It is reported that 's profit for the limited forest flavor coffee liquid this time will be donated by Yongpu to Yunnan Green Environment Development Foundation for the Yunnan Golden Monkey Whole Country Protection Project . The brand calls on more consumers to join it.
03. Tencent 23 anniversary celebration, and sent 72,000 NFT
To celebrate the 23rd anniversary of the company's establishment, Tencent officially distributed 72,000 exclusive commemorative versions of NFTs to its employees. This digital collection was designed and distributed by the NFT trading platform Illustrated Core Team, Tencent's affiliated alliance chain "Zhixin Chain" provides on-chain evidence.
On November 11, news of Tencent Siqinghe distributing digital collections flooding the screen on social media. According to the pictures shared by netizens, the 23rd Anniversary series of digital collections are based on the penguin image of Tencent QQ and are generated by 58 elements in 7 different parts. The elements are rarity different. 72,000 pieces also include 1,000 Easter eggs with special shapes.
NFT collection distributed for Tencent's anniversary, the picture is from Weibo
It is reported that the above digital collection is only distributed internally in Tencent. Employees can transfer each other to their personal blockchain addresses, and the address and transfer gifts cannot be obtained from the outside. Tencent Anniversary Celebration has made a new attempt with the help of the popular NFT concept. It not only combines with the digital trend, but also has a high degree of discussion on topics, but also strengthens the corporate cultural value recognition at the employee level.
Return to the popular NFT product itself. The brand manager also reported in previous articles that NFT is the abbreviation of Non-Fungible Token, which is translated as "non-fungible token" in Chinese. It is a native digital asset issued on the blockchain platform.
Every NFT asset is a unique existence, which also allows NFTs to carry various forms of goods or works. Users can make an image or a short video into an NFT work. This NFT work has all the attributes of blockchain digital assets - unique, non-copyable, and non-tamperable.
At the moment when the digital economy of explodes, digital cultural and creative emerges, and digital artworks are booming, NFT is becoming the "top stream" in the digital art market.
04. Starbucks China's first "intangible cultural heritage experience store" opened
On November 10, Starbucks China's first "intangible cultural heritage experience store" officially opened in Beijing. It is reported that this new store type is inspired by the "Rural Mother Acceleration Plan" previously launched by Starbucks. The plan is a project jointly launched by Starbucks and China Women's Development Foundation . It is committed to empowering rural women who inherit intangible cultural heritage skills and helping them become self-reliant and live a better life.
Starbucks China's first "intangible cultural heritage experience store"
In the brand new store, Starbucks cooperates with the batik cooperative in Danzhai County, Qiandongnannan, Guizhou Province to launch Starbucks' first coffee bar with batik art as the theme. The entire background wall of the bar is wrapped in indigo dyed cloth, and the dyed cloth pattern is a hand-painted "Old Beijing Hutong" scene, while the other side of the background wall is a batik artwork that combines batik art, coffee culture and old Beijing tradition.
creates a traditional artistic conception in the city wrapped in reinforced concrete, and builds a communication bridge between intangible cultural heritage and modern cities in daily consumption scenarios. Starbucks China official blog said that building a communication bridge between intangible cultural heritage and modern cities is its original intention to establish an intangible cultural heritage experience store.
05. Xiaomi Civi and well-known designer Todd Hessert have conducted a "virtual digital fashion show"
yuan universe concept craze has also been linked to the technology digital circle.
Recently, Xiaomi Civi joined hands with Chinese high-tech fashion designer Todd Hessert, a virtual digital fashion show. Inspired by realistic elements, a fashion show that is different from the past is performed by virtual show + virtual clothing + virtual idols.
Xiaomi Civi virtual digital fashion show
It is reported that Xiaomi Civi launched a new trend series for Xiaomi mobile for young people around the world. This virtual digital fashion show is inspired by the "beat-beat-flying" elements of Xiaomi Civi mobile phones, and is designed with the concept of the super realistic digital technology scene presenting related names.
06. Brands love talk shows. The second season of " Nature Hall Grass Conference" has come.
In order to better communicate with consumers, store new product marketing, and store water for activities, content grass is an important part of the brand's current efforts to do well. Talk shows that are more melodious and closer to young people are undoubtedly a good direction for breaking the circle of content.
As early as last year's Double Eleven period, Nature Hall cooperated with talk show "top" Yang Li and Siwen to create the "Nature Hall Grass Planting Conference". This form will continue this year's Double Eleven period. Nature Hall invited popular contestants such as He Guangzhi, Doudou, and Bird Niao to bring the second season of the "Nature Hall Grass Planting Conference". Combining the characteristics and styles of each talk show actor, customizing content with different products as entry points, emphasizing different selling points and effects to plant grass in multiple directions, and finally further expanding the influence and circle of content dissemination through the linkage between official blogs and talk show actors.
Natural Hall Grass Planting Conference
As the variety show " Talk Show Conference " created by Xiaoguo Culture has been popular in recent years. 's comedy performance form mainly talk shows and a group of young actors in China have become popular partners for the brand. Familiar faces can be seen in various brand activities in . In addition to the above actors, Xu Zhisheng, who has become popular this year, has successively cooperated with many brands such as Keyan's , iQOO, Green Source , and recently he has participated in the live broadcast room of Haier Sanyi Bird APP, and appeared on the talk show night of "old people" such as Hulan , Zhou Qimo .
07. After the competition, we will go to the second-hand platform to recover our blood, and Xianyu will go to the "Yusheng after the festival" event
. The buying and buying of consumers at the big promotion nodes can not only drive the growth of the GMV of the e-commerce platform, but also make the second-hand trading platforms usher in a peak in resale. "Yusheng after the festival" is an online buzzword that has described this phenomenon in recent years.
borrowed the joke of "Yusheng after the holiday", Xianyu launched the resale activity page during this year's Double Eleven on the homepage of the APP. Consumers can resell products purchased on Taobao with one click, or hand over high-priced products such as home appliances 3C and luxury goods to the official recycling and consignment. In addition, the Xianyu resale activity page also publishes hot-selling lists and alisselling keyword references under the recommended categories to provide reference for second-hand transactions.
This is not the first time Xianyu has launched a reselling special topic. During this year's 618, Xianyu has launched a resale activity in cooperation with the e-commerce promotion node on the theme of "Yusheng after the holiday". In addition, Xianyu also invited celebrities to share their good products recommendations on Double Eleven, and launched the funny MV of "Ah, Goodbye Baby".
Xianyu "Yusheng after the festival" special topic MV
From purchase to reselling, the second-hand circulation link is smoother, and it is more in line with our current advocacy for circular economy. Of course, what is more important is that today, when e-commerce is intensively creating festivals, still advocates rational consumption to avoid following the wind and waste.
