The New Year's Festival in the Year of the Dragon is a key node for brand merchants.
Because for brand merchants, the New Year Festival is the first important business node at the beginning of 2024 (Chinese lunar calendar). The New Year's Festival, an important "emotional value" and "traffic dividend" combined into one, needs a new excitement at the business and spiritual level, on the one hand, it allows brands to open up the joy of the New Year through rich scene play, and on the other hand, it also lays the foundation for the "business year" throughout the year.
The New Year's Festival is so important that merchants are eager to try it. Now the New Year's Festival has been vigorously kicked off on the whole platform. Among them, the advantages of the Douyin New Year Festival are particularly prominent, such as its "integration of planting and harvesting" full-field advantages, huge content field traffic, high user viscosity, rich shelf field entrances, complete business tools, good delivery effect, and considerable incremental dividends of merchants' business.
In this case, the question is: how can the brand seize the incremental dividend of the Spring Festival on Douyin this time to achieve business explosion?The three major tips of the huge engine are justified and well-founded.
Tip 1: Sell goods in a scientific group
Now the e-commerce business has entered the "deep water area", so it is more necessary to pursue "deep growth" in the New Year's Festival, which means high-quality traffic, continuous growth, experience reusability, etc., these elements are actually summed up as "certainty".
The overall idea of the giant engine during this New Year's Festival is to grow deterministically, to help merchants understand the direction, penetrate the mind, and efficiently "turn the grass planted" in the early stage into business transformation. So the first point is, of course, to find a way on the ultimate contact point of "goods", what kind of goods do consumers need?How can brand merchants and suppliers meet demand more accurately?
Two steps:Scientific grouping of goods - optimize the "goods" of the first ;
Efficient sales - successfully achieved "integration of planting and harvesting" during the New Year's Festival.
Let's talk about scientific group goods first, starting from **?Scenario-based grouping.
What are the scenes for the Chinese New Year?
There are mainly three major scenes, visiting relatives and friends to give gifts, stocking up on fresh and rare New Year's goods, and eating, drinking and having fun during the New Year (instant leisure).
In these three main scenarios, which brands have a chance to sell out?The first is the food and beverage brand, followed by the "New Year's goods", rare high-quality good things. At the same time, in terms of grouping, "gift boxing" is the most popular among everyone.
Okay, the idea of assembling goods is solved, so the next thing is to sell goods, how to sell goods?
Collaborate with global traffic to amplify and sell goodsIt should be noted here that because the major brands have carried out a wave of marketing on Douyin in the early stage, that is, planting grass, so at this stage, the way of selling goods has been upgraded, which is not only to undertake the early traffic, but also to amplify, and the New Year's goods business has reached this point, which is more critical.
Brand merchants are going to ask, so how to do it?Grab two important points.
The first is global promotionCoordinate organic traffic and advertising traffic to leverage a larger increment at nodes with large natural traffic, such as hot spots and New Year's festival promotions, to effectively increase the scale of GMV.
Compared with the focused and orderly promotion in the early stage, then at this point, all in need of it, the whole field of Douyin's e-commerce ecology must be utilized, and the various delivery tools and gameplay of the huge engine can be given to it, and all the foreshadowing in front of it is not for this oneAt this time, you can no longer put it away, and you have to "show your sword".
There are two underlying logics for global promotion, one is to reach the crowd more widely and deeply, and the other is to settle the transaction in the "shelf field" after reaching it, which is the core purpose of the New Year's Festival business. In a scenario where "emotion" and "traffic" are concentrated in the New Year's Festival, it is necessary for brand merchants to increase their investment efforts to leverage transactions, which is one of them. At the same time, it is still rhythmic, focused, and strategic, and the core is to do a good job in material infrastructure and live broadcast room operation.
Of course, the premise is that merchants fully understand the traffic value of the New Year's Festival, from the initial "planting" to the "transformation" at this stage, combined with the characteristics of Douyin's e-commerce ecological traffic, superimposed on the intelligent delivery tools of the giant engine, from the Spring Festival New Year's explosive products to the full business growth, step by step to do a good job in the business transformation of the New Year's Festival.
The second is live heatingIt can cooperate with the rhythm of high-quality products, quickly introduce high-quality core conversion crowds for the live broadcast room, and amplify traffic efficiency.
Douyin's shelf field (pan-** scene) has become the transaction terminal in the global scene, and the important hub to this terminal is still the live broadcast room, including the live broadcast of talents, brand self-broadcasting, etc., the atmosphere of the "field" is for the transformation of "goods", and at the same time, the goods are used as the grasp of the field to touch the "people", that is, the needs of consumers. Obviously, this is an organic ecology, so on the basis of global promotion, finding the key entry point has become an important step to amplify the business, and live heating is this step.
The huge engine has also prepared a mature and complete infrastructure in this regard, so that brand merchants can clearly see the live broadcast heating control entrance through the background and grasp this core way of playing, so as to get twice the result with half the effort.
Tip 2: Grasp the channel layout with both hands
In fact, Douyin itself is a high-quality connection channel, whether it is a live broadcast, a short** or ** scene, these are all helping brands reach consumers more extensively, more deeply, and more accurately.
So when it comes to the ecological channels within the platform, which one is the focus?Or how can these segments be effectively combined to continuously "impress" consumers?
It's really a matter of channel efficiency.
Because AI technology is bringing new solutions to the e-commerce industry that is in the imbalance between supply and demand and falling into homogeneous low-price competition, some new channel reach ideas have been developed, such as:Go from "recommended" to "matched". In essence, it is the transformation of consumption efficiency and access mechanism, which will also be an important node in the development history of the whole industry, which will also be an important node in the reform of supply and demand docking mode driven by new technologies.
With the blessing of new technology, the combination of brands and consumers will become more efficient, to put it bluntly, brands provide better goods, obtain more certain business growth, explosive explosions, and consumers get good **, good experience and so on.
The way for the giant engine to deal with this is to grasp the channel with both handsTake into account all channels in one hand and combine fine channels in the other.
First, the four major channels must be taken into account.
The so-called four major channels refer to:Self-broadcasting, broadcasting, talent short**, pan**.
During the New Year's Festival, the multi-channel layout is collaborative, which can optimize the closed-loop efficiency and cover different groups of people. On the one hand, it is necessary to take into account the four major channels, and at the same time, it is necessary to carry out differentiated combinations according to their respective advantages. For example, the brand self-broadcast is characterized by high customer orders, so it is necessary to make the main line of products;The live broadcast of the talent belongs to the medium and high customer list, which is suitable for making a high customer single gift box, and the core is to hit the explosive product and amplify the volume;Short** and pan** are suitable for medium and low customer single drainage.
But the key point is that the four major channels must be laid out, and there can be no shortcomings.
Second, multi-channel rhythm and strong cooperation.
In terms of combination strategy and playing rhythm, the delivery methods recommended by the huge engine have been verified by the market, for example, for the three major channels of Dabo, self-broadcasting, and pan-broadcasting, you can first do Dabo water storage and preheating. Self-broadcast after 1 to 3 days of Dabo, giving Dabo time to overflow the value and help the transformation of self-broadcast business. Moreover, the high-quality materials of the talent can also be sliced and authorized for self-broadcast drainage;Finally, during the promotion period of the New Year's Festival, the pan ** officially started.
Tip 3: The three major products synergistically increase the flow of the shelf field
In the final analysis, the business explosion of the New Year's Festival is the amplification of traffic, and brand merchants at this special node will launch products through effective means and science, and finally achieve traffic conversion. The foothold of the transformation is in the **?in the shelf scene.
SoIn the scenario of the shelf yard,What are the key products that need to be paid attention to?First of all, it should be noted that the purpose of merchants through the help of shelf field delivery tools is to leverage the natural traffic dividend of the New Year's Festival to achieve a natural increase in business, and in the long run, this kind of business growth begins with the New Year's Festival, and does not stop at the New Year's Festival, which will bring more lasting business increment to the merchants.
The first is the promotion of commodity cards.
The advantages of the commodity card have actually been talked about for a whole year, and its feature is that it can help brand merchants "reduce costs and improve efficiency", which is more suitable for the business scene, covering multiple points on Douyin, so that you can guess that you like natural traffic** to improve, and synergize with natural traffic to drive business increment.
In my opinion, commodity card promotion is the most efficient way to achieve the most efficient business explosion at the specific practical level of the entire New Year Festival and even daily business operations, which helps merchants obtain the most efficient business explosion opportunities at the lowest cost. Doing a good job in the promotion of commodity cards is also to "get twice the result with half the effort", but its effect is more focused, focusing on the shelf field, and directly pointing to business growth.
The second is the best promotion.
This New Year's Festival, Douyin** promotion continues to amplify**Smart ChoiceSteady drainage,**DebutThe fixed pit position seizes the opportunity, which can help merchants create popular products at the big promotion node and achieve deterministic traffic growth.
Compared with the promotion of commodity cards, the intelligent selection highlights the intelligent value of the promotion, which helps merchants to develop a more "worry-free" and imaginative business growth, when consumers enter the Douyin scene, then merchants have the opportunity to intelligently reach more potential customers through **promotion, without the active intervention of merchants. The more you reach, the greater the chance of closing the deal, so it can bring stable drainage.
The third is to search for products.
Compared with the "cost reduction and efficiency increase" of commodity card promotion and the "intelligent stability" of * promotion, search promotion is equivalent to the initiative of merchants, and its value lies in the continuous optimization of search keywords and increased delivery efforts, more actively matching the search needs of consumers, and the path between delivery and conversion is shorter and more direct, and the purpose of search promotion is very clear, that is, to directly undertake consumer needs.
Merchants can refine their operations through search terms to help increase both the volume and sales of big promotionsAt the same time, it matches new products in search and bidding, including keyword word packs, new product acceleration word packs, and blue ocean product word packs, so as to improve the efficiency of running volume and accelerate the explosion of new products.
Conclusion:
As an observer of brand marketing, Uncle Ni has high expectations for this New Year's Festival, on the one hand, the technology is continuing to improve, and the other is that the advantages between the platforms are relatively clear.
Therefore, the purpose of the brand on Douyin is very clear, which is to fully grasp the traffic dividend of the New Year's Festival and the outstanding promotion mentality of the scene, combined with the promotion ecology of the huge engine, to efficiently explode the business of the New Year's Festival.
The New Year bonus of the Year of the Dragon is a big voice advantage in Douyin, so brand merchants must seize this opportunity, the most attractive thing is not only that the platform has a traffic advantage, but also that it has the advantage of "definite outbreak".
There is also a more detailed New Year's Festival strategy, you can click "".Read the original article".View.
I wish you all a good start to the Year of the Dragon.