Where to grab New Year s goods in 2024? Shake Kuaishu is favored by brands

Visual China.

Text |Parity, author |Fan Wen, edEncourage.

Recently, some brands have successively adopted marketing methods such as launching New Year blockbusters, launching limited styles for the New Year of the Dragon, and integrating traditional intangible cultural heritage culture, hoping to release event information in advance at this special node to seize a wave of momentum.

According to Ali data, in the shopping tide of the New Year's Festival, the purchase of young people aged 18-34 has reached 58%, and young people's voice in the family is increasing day by day, and has become the core purchasing power of New Year's goods.

How to accurately hit the emotional pain points of consumers, establish a deep and sustainable link with them, and drive them to spontaneously participate in brand communication will help brands formulate more accurate marketing strategies.

Since short ** has become the most popular form of content dissemination at present, brands will naturally not miss the marketing position of the hot content social platform.

And this year's New Year's goods marketing, there is also a trend of shifting from e-commerce platforms to content social platforms, how should the content platform represented by Dou Kuaishu catch this wave of traffic, and which brands have opened a new growth curve through Dou Kuaishu? Through interviews and research, "Odd and Even" discovered these trends and new phenomena.

According to the relevant data released by the giant engine, during the 2023 Douyin New Year Festival, the Spring Festival countdown topic will be 20.1 billion times, and the keyword search volume of "preparing for the New Year" will reach 15.32 million, a year-on-year increase of 165%; During the Spring Festival, the number of red envelopes-related short envelopes exceeded 2.3 billion, and the number of interactions exceeded 45 million; Nearly 300 million gifts, and hometown specialties exceeded 1300 million.

This shows that Douyin has become a popular platform for people to find inspiration for New Year's goods, from **short** to being planted, and then to purchasing New Year's goods on Douyin**, which has become a new trend of New Year's customs.

The open source of the content of this year's Douyin New Year Festival has a direct impact on the establishment of the platform's payment mentality through all-round analysis and strategic guidance, including scientific group and sales of goods, channel layout optimization, and global traffic collaboration.

If the live broadcast room of good things is launched, operational support and product subsidies will be provided for influencers and self-broadcast merchants who meet the threshold; Relevant authors or merchants will have the possibility to get discounts such as coupons pushed by small stores, red envelopes or **rights and interests in participating in the author's live broadcast task competition and short **trailer task competition.

At the same time, in attracting users to enter the store, the platform uses "red envelopes into the store" and topic challenges to improve the conversion of the store page, and in the ** brand pavilion, the platform attracts users to enter the store through a 1 yuan lottery and a big-name trial. There are also exclusive offers for "merchant members" launched by Douyin flagship merchants to help merchants accelerate user acquisition and precipitation.

After years of accumulation, Douyin's global interest e-commerce has almost completely run through the three major transaction fields of "self-broadcasting, Dabo, and **". There is also the mutual matching of several tools such as star map, Qianchuan, and huge cloud map, which also realizes the precipitation and reuse of crowd assets. Therefore, in Douyin e-commerce, brands can get a full range of advantages to show, stimulate users' willingness to consume, not only attract consumers' attention, but also promote the deep integration of product sales.

The title of Douyin contains keywords"Snacks"The number of short-term releases exceeded 910,000, an increase of 18% compared with the pre-holiday period, and the volume exceeded 1.8 billion, which was basically flat.

Taking the three squirrels as an example, the three squirrels of this year's New Year Festival cover all channels such as distribution, integrated e-commerce, short **e-commerce, and community**, and for the first time in history, the layout of all categories, all prices, and all matrix New Year's gifts. As of January 15, two-thirds of the sales time of the Three Squirrels New Year Festival in 2024 has been completed, and the omni-channel sales have exceeded the total amount of the whole cycle of last year's New Year Festival.

In this regard, Zhang Liaoyuan, chairman of the three squirrels, also posted a special circle of friends and said: "The high-end cost performance caters to the market demand, and the gift in 2024 far exceeds expectations, and the online has just begun!" ”

Originally, the three squirrels just regarded Douyin** as an emerging e-commerce channel, and the way it operates is still the thinking of "shelf e-commerce" like **.

At the beginning of 2023, the global market for macadamia nuts will be oversupplied and costed, and the three squirrels will reduce ** by 30% through the optimization of raw materials, manufacturing, circulation and other links, and 199 yuan 10 packs of 360g macadamia nuts as you like, impacted the public's "high-end" perception of macadamia nuts, and finally accumulated sales of more than 5000w, and the performance quickly reached the top 1 of Douyin's ** food category.

Later, the company found through a review that the three squirrels have been trapped in the shackles of "brand premiumization" in the past, with the change of the consumption environment, cost performance has become the mainstream pursuit of the public, and the content communication logic of Douyin is actually more suitable for the fission path of a single product.

In 2023, Three Squirrels proposed the "Douyin + N" plan, that is, to take the Douyin platform as the first priority to promote omni-channel development. Relying on the brand power and chain accumulated by the three squirrels for many years, it effectively improves management efficiency and does a good job in cost control, creates a "full category + omni-channel" business model, and relies on the channel advantages of Douyin to explore a new growth curve, and the large single product strategy is born.

Judging from the data, the transformation of the three squirrels has achieved initial results. The financial report of Three Squirrels for the first half of 2023 disclosed the revenue of the Douyin channel, and the revenue of the Douyin system in the first half of the year was 43.6 billion yuan, a year-on-year increase of 2861%。The company said that Douyin, as a key channel, has shifted from New Year's sales to sustainable management based on large single products. The company's revenue in the first half of the year was 289.3 billion yuan, down 2967%；Net profit attributable to the parent company 15.4 billion yuan, a year-on-year increase of 8703%。

Source: Screenshot of Three Squirrels' 2023 performance forecast.

Driven by the general strategy of "high-end cost performance", during this year's New Year Festival, the three squirrels achieved good results in Douyin e-commerce. From January 6th to January 12th, the Three Squirrels Douyin Super Brand Day event achieved a total payment of GMV3100 million. Among them, Dabo pays GMV2 in total100 million. Self-broadcast sales increased by 70% year-on-year, and the number of million sales reached 22; Three Squirrels Douyin official ***GMV increased by 500% year-on-year. During the super product period, 3.1 million boxes of three squirrel nut gift boxes were sold.

At the same time, the three squirrels revealed that during the New Year's Festival, they were establishing a cooperation mechanism with Jia Nailiang, Guangdong couple, Crazy Brother Yang, Chen Sanji and other Douyin head talents, focusing on bringing nut gift box products.

In order to fight this key battle, the three squirrels have built a "self-owned warehouse + cloud warehouse" system, with 59 warehouses covering the whole country, realizing nearby delivery and improving the fulfillment experience. In addition, the Douyin platform also expressed its full support, arranging special personnel to monitor the service points of the squirrel store, and pre-warning based on background data.

However, the detonation of Douyin made the three squirrels realize the potential of the sinking market, but the laying of offline channels still has a long way to go.

At the end of 2022, Three Squirrels opened 23 directly-operated food stores, contributing 45.7 billion yuan, accounting for 627%；There are a total of 538 alliance stores, with a cumulative revenue of 48.7 billion yuan, accounting for 668%。By the end of June 2023, there will be only 1 food store left, and 316 alliance stores remaining. With the optimization of stores, its revenue performance has also declined significantly, and the revenue of the food store in the first half of 2023 will be 05.3 billion yuan, and the revenue of the alliance store was 09.9 billion yuan.

In the final analysis, the mass sales snack track fights for the best chain, the operational ability, and the cash flow management ability.

Haohao, a franchisee in Changsha, told us that he joined a 150-square-meter discount store, and the cost of decoration + equipment + pre-distribution was about 600,000, as well as franchise fees and technical service fees, and nearly 1.5 million was invested before the opening, and the comprehensive gross profit margin of the product was about 25%, which means that after deducting the cost of artificial water and electricity, rent and cargo damage, the single-day turnover must reach at least 10,000 yuan to barely achieve daily breakeven.

If the snack industry wants to achieve high-end cost performance, it needs to achieve cost control from the raw material side, reduce OEM costs on the basis of high repurchase and high sales of products, and then reduce the cost of each link, so that the brand can achieve profitability with the help of scale effect and ensure that the entire chain achieves a positive virtuous cycle.

However, considering the lack of control over raw materials due to land rent, labor costs** and the three squirrels OEM model, distributors will naturally raise prices considering the damage and labor costs. If the three squirrels want to maintain the "high-end cost performance", they can only achieve it through small packaging, but the reduction of product volume will make consumers feel that the product lacks cost performance, and in the long run, the profit margin will only get lower and lower.

Wanchen Group, Zhao Yiming, and Snacks are very busy through the sales capacity of thousands of stores, and have a high bargaining power over upstream food factories, and the three squirrels have existing offline stores + e-commerce platform shipments, which cannot pose a threat to their opponents.

On the whole, the three squirrels have become a new fulcrum for online and offline business through the integrated ecology of "content + communication + sales" such as Douyin, covering the space that the original channels cannot cover.

In order to open up new growth points, the three squirrels, veteran snack players, obviously need to build a high-quality mind while changing their own revenue structure, so as to transform the success of the channel into the success of the path.

In 2023, as the catering, entertainment, tourism and other industries usher in a comprehensive recovery, more brand companies choose to enter emerging communication channels, and it has become a new trend of brand growth to dig deeper into the value of people in lower-tier cities.

In recent years, users in third-tier cities and below have shown high consumption potential. According to data from QuestMobile, in September 2023, first-tier cities accounted for only 17%, and second-tier cities accounted for 291%, and 44 in third-tier cities and below2%。

According to the data of Aowei cloud network, in 2023, the online and offline sales of all categories of household appliances will increase by 1% year-on-year3% and 19%, with a stronger performance in the first 11 months. Many young consumer groups do not go home for the New Year, and they give home appliances as gifts to relatives and friends.

In addition to traditional e-commerce platforms such as Suning.com and JD.com, Kuaishou is also becoming an important online channel for consumer home furnishings.

Previously, Kuaishou put forward the concept of "new tier cities", summarizing the users in third, fourth and fifth-tier cities that Kuaishou can deeply influence, due to the relatively low base of Kuaishou, compared with users in first- and second-tier cities, the "old iron" in new tier cities have less pressure on housing loans and car loans, and the funds available for consumption are relatively more abundant, and the disposable income has increased.

During the Double 11 period, Kuaishou relied on the advantages of user groups in third-tier cities and below, and launched "big brands, big supplements" and "low-cost and good things" to guide e-commerce operations, and during the Double 11 period, the brand GMV of the consumer home furnishing industry increased by 624% year-on-year, the average price of the industry payment order increased by 96% year-on-year, and the GMV of the industry pan-shelf scenario increased by 340% year-on-year.

In the domestic e-commerce and retail consumer stock market, it has become a critical moment for merchants and platforms to play a game, and the contrarian growth of Kuaishou e-commerce is eye-catching.

As early as 2020, Midea's small household appliances shopping guides have successively settled in Kuaishou, in just one month, the number of fans of Midea's matrix account has exceeded 200,000, after grasping the trend of live broadcast e-commerce, Midea quickly set up an operation team, and successively opened more than 70 accounts.

Source: Screenshot of Kuaishou app.

In addition, Midea's Wuhan live broadcast base has attracted more outstanding talents to settle in, and Dabo and store broadcast have formed their own brand matrix with the help of Kuaishou ecology. During this year's Double 11, Midea's sales on the Kuaishou platform increased by 177% year-on-year, and its brand Hualing rose by 2097% year-on-year, thanks to which, Midea's new users soared by more than 40 million.

At the same time, the top sales of Midea are all emerging popular household appliances with a unit price of more than 3,000 yuan, such as Midea's Little Swan washing and drying machine, Midea's air conditioning cabinet, etcBy matching the accurate delivery of brands and talents, we can open up sales channels and establish users' trust in the brand.

Xiaoxi, a shopping guide from Xiangyang, Hubei Province, said that he was one of the first members of the company to respond to the company's new marketing, and when he opened a short ** live broadcast to sell goods, when there were only 2,000 fans, a live broadcast could sell more than 10,000 goods, which was better than the benefits of some offline stores, and then broke through 200,000 fans in 4 months, and it was incorporated into the company's matrix number.

From distribution to self-broadcasting, the core of Midea lies in understanding the platform and understanding users. Unlike public domain platforms, which mainly rely on advertising to acquire customers, Kuaishou brands can use content as a funnel to screen out their own private domain traffic, and then use related product tools to operate customers, so that they are constantly activated, and then generate consumption.

Under such a customer acquisition model, Midea chooses to lay out a multi-brand strategy in Kuaishou, using different product lines to attract different groups of people and precipitate different traffic.

During the Midea New Year Festival from January 2 to February 18 this year, there are seven groups of preferential products, each of which contains a variety of different types of Midea home appliances. For example, consumers can choose the corresponding package according to their needs, such as household air conditioners, household air conditioners, refrigerators, washing machines, kitchen appliances and water heaters, household appliances and micro-cleaning appliances.

At present, more than 70 accounts are far from enough for Midea, whether it is its own hundreds of SKUs or so many users for Kuaishou, covering only the tip of the iceberg. What Midea really wants to achieve is to meet the basic needs of C-end consumers step by step, from a piece of appliance, to slowly form a space scene.

In fact, not only Midea, but also the Kuaishou power home furnishing industry as a whole has shown a strong growth momentum. The data shows that during the Kuaishou Double 11 Shopping Carnival, the brand GMV of Kuaishou e-commerce consumer home furnishing industry increased by 624% year-on-year, and the electric home furnishing industry increased by 12 times before the Kuaishou ** GMV was promoted, the average price of the industry payment order increased by 96% year-on-year, the GMV of the pan-shelf scene increased by 340% year-on-year, the search GMV increased by 559% year-on-year, and the number of short-term fans increased by 189% year-on-year.

According to statistics, the cumulative sales of social e-commerce in the first nine months of this year reached 3.4 billion yuan, a year-on-year increase of 94%, and the proportion of social e-commerce in the entire online channel has reached 41%. Although the sales of TVs, refrigerators and other products in social e-commerce channels are less than 5% of the overall online market, their year-on-year growth rates have reached triple digits, and the growth is very impressive.

At present, the heads in the field of power consumption are basically stationed in Kuaishou, and the platform has achieved full coverage for international and domestic first-line brands such as Apple and Huawei.

It is believed that in the near future, Kuaishou will take off the label of "can only sell cheap goods", and the growth space of e-commerce will be broader.

In recent years, the new Chinese style has shone in the fashion industry, and the national style jewelry has become the "new darling" of the jewelry industry.

The data shows that in the first half of 2023, the search trend related to "national style" under the jewelry category increased by nearly 300% year-on-year, and among the hot search styles of national style jewelry, the search popularity of necklaces increased most significantly, reaching 336%, and the popularity of bracelets also showed a skyrocketing trend, with a growth rate of up to 755%, indicating that consumers' love for national style jewelry is deepening.

Jewelry is a high-priced, low-frequency consumer goods, and standard configuration of digital products, jewelry needs consumers to feel on the spot, pay attention to "eye" and "fit".

Xiaohongshu's traffic guidance, brand keyword presets, and more detailed content sharing to find out the emotional "tipping point", help consumers make consumption decisions, and finally achieve the increment of "tap water".

According to the data, Xiaohongshu's current monthly active users are 2600 million, post-90s users account for more than 70%, of which more than half of the population is.

Users with high spending power in first- and second-tier cities. From this point of view, in the popularity of jewelry and accessories, the content on Xiaohongshu reflects to a certain extent.

Post-90s consumer preferences led by users in first- and second-tier cities.

In 2018, Chow Tai Fook Jewellery fully promoted the "Inheritance Series" of ancient gold and joined forces with many KOLs to plant grass, promote product concepts, clothing matching, etc., and let consumers complete the whole process of "planting-pulling weeds-replanting" on social platforms such as Xiaohongshu by telling Chinese stories and conveying traditional cultural concepts, realizing the true two-way interaction between consumers and brands.

Entries such as "Left Gold and Right Diamond, Left in Right Earn", "Pearl with Diamond, Pearls and Stones Are Perfect" are particularly popular among young users on Xiaohongshu. Many notes are no longer planted with single-material jewelry such as ** and diamonds as in the past, but choose to mix and match recommendations to meet the needs of young consumers today. According to the latest data from Xiaohongshu, the China ** Association said that in the first half of 2023, the overall growth of the content of related notes will reach 240%.

On the one hand, the retail gross profit margin is about 10% to 20%, which requires gold jewelry stacking combinations and gem-inlaid products to improve profitability.

The post-95 white-collar Mao Mao told us that she saw the combination of "curly grass pattern gold bracelet + jade safety buckle" in Xiaohongshu, and was planted in an instant, "pure ** jewelry is more cheesy, and it is just right with jewelry", and she also paid attention to a private store to customize a "transfer bead ring" for herself.

Since 2023, Chow Tai Fook Jewellery has actively planted a lot of layering content on its official account. There are butterfly and four-leaf clover double necklaces mixed with thin pearl necklaces, snake bone necklaces and small gold coin necklaces, and a combination of double diamond-set bamboo gold rings. On Xiaohongshu, there are more than 70,000+ entries for only one "**stacking", of which Chow Tai Fook** stacks more than 20,000 notes.

Not only that, there are also many KOLs on Xiaohongshu who take the initiative to share the stacking methods of Chow Tai Fook** and inlaid jewelry, covering from the golden years that exploded at the beginning of the year, the small sugar cube series, to the beautiful Chow Tai Fook bamboo series jewelry and the Year of the Dragon zodiac jewelry at the end of the year, which has been a very popular inheritance series.

In the past, the average age of Chow Tai Fook's customers was 30-50 years old, and now, a large part of Chow Tai Fook's online channel customers are post-85s and post-90s.

In addition, cross-border co-branding and binding IP are also the most effective ways for brands and enterprises to get out of the circle. Zhou Shengsheng co-branded with Bubble Mart's IPMOLLY, Chao Hongji co-branded with "Doraemon", and Liuliufu and "Fantasy Journey to the West" cross-border co-branded activities have brought the category of ** into the field of vision of young people and continued to cultivate the consumption mentality of a new generation of young people.

Chow Tai Fook has taken "everything can be co-branded" to the extreme, actively embracing young user groups. Its young series brand monologue and the British Museum, Detective Conan, and Ultraman have launched co-branded designs, and even co-branded Jay Chou's trendy brand Phantaci, breaking through the all-age boundaries of traditional jewelry.

In the e-commerce sector, Chow Tai Fook has been constantly adjusting its products and launching differentiated product series exclusive to e-commerce to meet diverse customer needs and create hot topics. In FY2022, the share of mainland e-commerce exclusive styles in the retail value of e-commerce platforms has increased from about 50% in the same period last year to about 55%. From the perspective of consumption quota, consumers still buy more suitable daily wear styles on e-commerce platforms. In FY2022, the average selling price of products through e-commerce platforms** was HK$1,800, an increase of more than 5% over the same period last year.

As of February 1, the number of notes on Chow Tai Fook in Xiaohongshu has exceeded 1.9 million+, more than Lukfook Jewelry, Bulgari, Cartier and other brands combined, and the younger marketing has directly boosted the sales growth of Chow Tai Fook ** jewelry. Take Chow Tai Fook's heritage series as an example, there are more than 20,000 posts posted on platforms such as Xiaohongshu, and the product revenue of the heritage series accounts for more than 40% of the ** jewelry retail.

Source: Feigua Data.

For jewelry brand sales, although online channels cannot shake the position of physical stores, the biggest value of online is to connect young consumer groups. This group is increasingly becoming the mainstream of consumption, and their consumption preferences and needs will inevitably affect the development of the brand, and only by catering to them can they achieve new growth.

Currently either.

First- and second-tier cities are still sinking markets, and the offline market tends to be saturated, and growth will not continue forever.

In a time of constant change and challenge, embracing the new battlefield is not just a marketing strategy, but also a means for brands to find empathy when communicating with consumers.

Nowadays, Doukuaishu is not only a communication platform that gathers strong traffic and multiple channels, but also helps brands improve the quality of marketing content and output brand concepts and brand attitudes.

Only by truly finding a way to open new ways to play and new scenes can merchants find business opportunities in the Spring Festival point with serious homogenization.

After all, in today's industry environment, growth is not rolled out, but run out of the right strategy.