In 2024, when consumption picks up, how will Tao merchants start the New Year's war?
Whale Merchant (ID: BizWhale) Original Author |Dahl Wen.
Consumption during this year's Spring Festival is "hot and piping".
The box office of the movie has set a new record in film history, and travel has become a new trend after returning home, and "Flowing China" is staged during the Spring Festival. Consumers are keen to "buy, buy, buy", and e-commerce sales have reached new highs.
According to data from the Ministry of Commerce, the national online retail sales of the 2024 Goods Festival will be about 12 trillion yuan, a rough comparison has exceeded last year's Double 11. **During the Tmall New Year Festival, the search volume surged, the search volume of incense gray glass bracelets increased by 600% year-on-year, the search volume of new Chinese Hanfu increased by 680% month-on-month, and the transaction volume of musical instrument sparring services increased by 366%.
The strong New Year's flavor is also inseparable from the stimulation of red envelopes. In the red envelope war of Dachang, ** launched a 1 billion Fale red envelope activity, and there are 1500 million people successfully received it. Many consumers use red envelopes to buy their favorite products for the first time, which promotes the transformation of the New Year's Festival.
If the New Year's Festival is the finale of e-commerce every year, the new hit is the "opening gong play" of the New Year, which directly affects the rhythm and foundation of the year's operation.
**After sending red envelopes to consumers, Alimama also came with the merchant version of Fa Fa Le.
On February 26, Alimama held a live broadcast conference of the three major plans to lead the year in 2024, releasing the largest rebate of 100 million yuan at the beginning of the year.
In 2024, everything is changing, and it is easy to get more opportunities by seizing the opportunity and keeping up with the pace of the market. At this critical point in time, how can merchants get off to a good start in 2024?
The beginning of the year is the best time to lay the foundation, which directly affects the stability of daily sales and the explosive power of big promotions. Undertake the consumption enthusiasm of the Spring Festival, seize the opportunity, and it is easier to achieve business growth throughout the year.
However, in the past year, the e-commerce industry has undergone tremendous changes, and under the new environment and new trends, it has become more difficult to start the year.
Many e-commerce merchants obviously feel that the product cycle has become shorter. Under the involution of stock, many businesses have accelerated the speed of new products, and the reduction of information gap and the upgrading of manufacturing technology have also provided a foundation. The explosive style is popular and cold quickly. The risk of launching new products increases, which can easily lead to overstocking.
After all, the buying trends of consumers who "like the new and hate the old" are always changing rapidly. According to the report on the New Year's Festival Business Guide recently released by Alimama, under the integration of the Year of the Dragon and traditional culture, the new Chinese style is hot, and the growth rate of the Taonei Ma Skirt Trading Index is 249%, the growth rate of the cheongsam trading index increased by 31 year-on-year1%；Young people refuse to be "crispy", and the search volume of health ** increased by 22% year-on-year; Nostalgia is prominent, and the nostalgic snack heat index increased by 794% year-on-year.
Single products have gone from popular to long-term popularity, and the pace has accelerated, and a more scientific management method is also needed. Quickly grasp the trend, preemptively retain the target group, and it is easier to have an advantage.
At the same time, this year, merchants are also facing the problem of tight time and heavy tasks. The weather is warming up rapidly, and this year's Lunar New Year is late, and merchants have just finished the New Year's Festival and Valentine's Day, and then they are going to the new battlefield to prepare for the 618 and 38 Goddess Day.
In 2024, how can merchants quickly seize a good start?
In addition to daily preparations, with the support of the platform and the use of marketing tools, it is easier to get twice the result with half the effort. In the battle of the beginning of the year, Alimama also launched three major plans to win the spring machine in 2024. In the past, the marketing activities at the beginning of the year focused more on the support of key merchants, but this year is the largest investment in recent years, and it is also the first time for all merchants who have opened stores in ** and Tmall, comprehensively lowering the threshold for participation. The obvious feature of the plan is that the more the merchant consumes, the higher the rebate and incentive of Alimama, and the coupons and benefits obtained by the merchant can be used again.
The event has been officially opened on February 17, and the registration will end on March 20, and the event rewards will be issued before April 8, and the rewards will be valid before April 30, and the new power week of the apparel industry in mid to late February, the 38 Queen's Day and the beginning of the school season, home improvement festival, tide electricity festival, LOHAS week and renewal week can be used.
The reason why the New Year's plan was launched so vigorously, Lin Xuan, the head of marketing of Alimama**, said in the live broadcast, "First, seize the opportunity and market layout, and lock the target customer group in advance; The second is the increase of water storage and the accumulation of user assets, which can more effectively acquire new customers, activate old customers, enhance brand awareness and user stickiness, and accumulate valuable crowd assets; The third is to help innovation, transformation and upgrading, help merchants grasp market trends, realize product innovation and iterative upgrading of business models, and adapt to the changing e-commerce environment; Fourth, optimize costs and efficient delivery, with the help of Alimama, merchants can reasonably plan the annual advertising budget at the beginning of the year, optimize the marketing input-output ratio, and maximize cost-effectiveness. ”
Some insiders joked that the three major plans for the beginning of the year, the 100 million-level subsidy, are the "Fa Fa Le" of Tao businessmen. And how to play the merchant version of Fa Fa Le, and how can merchants participate in the three major plans to lead the year at the beginning of the year?
In the environment of reducing costs and increasing efficiency, how can merchants make careful calculations on delivery costs, so how can they efficiently explode new products? Starting from the needs of merchants, Alimama has launched three leading plans.
The beginning of the year is a key node for the launch of new products, and businesses in various industries are intensively launching new products through various nodes. In response to the business needs of merchants at the beginning of the year, Alimama launched the "Wanxiang Winning Spring Machine: New Year's Leading Plan" for all merchants.
In the past, many businesses wanted to participate in marketing activities, but were turned away because they could not meet the conditions. This year, Alimama's marketing is more inclusive, and the threshold has been greatly reduced. Even merchants who have never used Alimama can join the plan the next day as long as the consumption is greater than 0 yuan.
There are no restrictions on the growth stage of merchants. Whether it is a big brand, a small or medium-sized enterprise or a new brand can participate in it, during the event year-on-year incremental consumption reaches the specified threshold to get the corresponding threshold rebate ratio, the higher the growth, the higher the rebate, reducing the promotion cost of merchants.
The participation group is expanded, in order to give opportunities to merchants at different stages. The year-end leadership plan has set 6 thresholds ranging from high to low, and as long as the corresponding thresholds are reached, there will be a reward of up to 1 million.
The second is the Frontrunner program for growing merchants. In the past year, major e-commerce companies have been recruiting small and medium-sized merchants, and they also want to transform into brands or large merchants after going through the process of entering from 0 to 1. It is difficult for small and medium-sized businesses to survive, in addition to their own products and operational capabilities, the biggest difficulty they face is that there is no traffic. The keywords of the store are not clear, there is a lack of accurate traffic input, and the overall weight is low.
To this end, Alimama will screen out potential merchants based on the registration rate of past activities, marketing investment, compliance rate and violation penalties. At the same time, specific products are launched for support, such as the [Core Transaction Words Advanced Card] accurately selects the core keywords of the top 20 in store transactions or stores to support merchants to grasp accurate traffic; [Store Core Transaction Group Growth Package] locks in the purchase needs of the core group of the store at the beginning of the year. After the merchant registers and achieves the target consumption, the coupon in the background will be automatically deducted by 50% when the next delivery, that is, the account generates 100 yuan of consumption, 50 yuan is paid in cash, and 50 yuan is deducted from the coupon.
The year-end leadership plan and the leading pioneer plan can also be superimposed, and the maximum rebate ratio can reach 7%.
The third is the live broadcast leading plan, which is aimed at all live broadcasts and short ** merchants. In the past, consumers paid attention to well-known anchors and would make impulsive purchases under the recommendation of anchors. Consumers are now more rational and more concerned about the true value of goods, and need more information and interaction to aid decision-making. The ability for merchants to have conversations with consumers through store broadcasts just meets this need, and complements the live broadcasts of influencers.
"The live broadcast room is the logic of exploding every day, and the daily sales period is staggered to grab the increment, and grasp the 24-hour promotion of people and goods before the broadcast, during the broadcast, and after the broadcast. Le Xi, the person in charge of the live broadcast leading plan, said.
The rapid growth of store broadcasting has become an indispensable tool for business. Last year's Tmall Double 11, there were 58 live broadcast rooms with a turnover of more than 100 million, of which store live broadcasts accounted for more than 60%. On the first day of the beginning of this year, Tmall merchants' investment in super live broadcast increased at a growth rate of more than 90%.
*The growth dividend of live broadcast lies in the fact that, first, the traffic of shelf e-commerce itself carries a strong purchase demand, which is easier to convert into transactions; The second is that the traffic precipitated in the live broadcast room will become the user asset of the store, and it is easier to achieve repurchase in the follow-up new product, and the path is shorter.
Merchants participating in the Live Streaming Leadership Program will receive a corresponding percentage of rebates when they reach the specified tier threshold. The rebate ratio of two gears is 3% to 5%. At the same time, in order to support the outbreak of live broadcasting, Alimama will open sales for a limited time [Big Promotion Live Room Escort] to help merchants explode orders.
By reducing promotion costs and focusing on support, the three major plans help merchants quickly complete the process of new product explosion in scenarios suitable for their own operations.
Taking a clothing brand as an example, a brand plans to launch a series of spring clothing in the new year, and at this point in time, it can complete the full-link user group accumulation, rapid growth, and accelerate conversion.
The first is to start quickly and accumulate popularity. Alimama's big data advantages and precise crowd targeting function target customers target potential customers, such as young consumers who are sensitive to fashion and pursue trend upgrading. Combined with the ability of the top 100 KOLs on the Alima platform to evaluate new products and serialize follow-up, new products can be quickly launched in a short period of time. Merchants can also inspect their own products in this process.
The second is to increase the "leverage" to leverage more users. With the help of the Million New Products Plan, merchants can get more traffic and resource tilt, shorten the starting time, reduce the cost of new products through super shopping guides, short ** and live broadcast linkage, and accelerate transaction conversion.
In the end, Alimama provides a search card strategy to ensure that new products are prioritized in users' search results, improving click-through rates and purchase conversion rates. Help merchants precipitate core users and prepare for the outbreak in the follow-up promotion.
The explosion of new products lays the foundation for the operation of the whole year.
For the first time, in the face of the participation of all merchants, and at the same time, the needs of different merchants must be considered. Behind the new gameplay of the three major plans and rights and interests, Alimama product capabilities are also improving in response to the characteristics of the New Year cycle. On the basis of the full link, the delivery efficiency of each scenario is upgraded.
In terms of store operation, Alimama has upgraded the information flow and search marketing fields. In terms of information flow marketing, it can more finely control the target group, which undoubtedly improves the efficiency of business delivery and can also increase the volume more quickly; In terms of search marketing, the ability of big data can quickly grasp the changes in consumer trends, and help merchants better complete the cold start according to product characteristics.
In terms of live broadcast room, Alimama Super Live has comprehensively upgraded the people and goods yard. In the scenario of attracting new users, it promotes the growth of fans at low cost and high efficiency, and launches a crowd operation solution in the live broadcast room to help merchants complete user accumulation; In the scenario of product packaging in the live broadcast room, merchants can focus the promotion budget on the designated products in the form of a half-screen business detail page, so that the products can be better displayed and promote the explosion of single products in the live broadcast room; In the scenario of promoting transactions in the live broadcast room, the super live broadcast has covered the whole link of shopping, searching, watching, and buying, and the whole area is diverted to the live broadcast room to promote the flow of traffic in the Tao ecosystem and complete the outbreak.
With Alimama's newly upgraded product capabilities and rights, it has become easier for merchants to operate new businesses, and the enthusiasm of merchants to participate in the program is high, and hundreds of thousands of merchants have successfully signed up.
The beginning of the year is the window period for overtaking in corners of popular products. 2024 is off to a good start to the new year and leads the business for a whole year.