What is the "tide direction" of digital marketing in the post-epidemic era?

Tmall Super Brand Day is 5 years old.

01

5 years, 500 + events, the first marketing IP of the whole network

The first Tmall Chao Brand Day project was launched on August 12, 2015, which was the starting point of Tmall Super Brand Day.

Tmall will select 10 to 20 brands every month, pushing one every day, so that consumers can enjoy the super experience and price of the brand, and at the same time give merchants the ability to support the whole platform and achieve customized opening. let this day become "double 11 for the brand itself".

Over the past five years, Tmall Super Brand Day has cooperated with global brands in more than 500 Tmall Super Brand Day activities, creating a large number of marketing events, "well-deserved" and "the first marketing IP of the whole network", which has become a phenomenal existence in the marketing industry. In Weibo Corp, Tmall Super Brand Day, the number of topics exceeded 20 billion, becoming the most commercially influential brand. Tmall Super Brand Day has created a new way of platform and brand joint marketing. Nowadays, there are many ways to follow the trend in the market, even not just e-commerce platforms. For example, Dong Mingzhu recently received attention on Kuaishou Technology Live. It was precisely participated in the latter's "Super Brand Day"-even the name is the same.

For brands, digitization is the only way to break through the growth ceiling, while Tmall Super Brand Day is an important starting point for leapfrog growth. On May 11, 2020, at the fourth TopTalk Brand sharing meeting for "Super Brands", Tmall announced a set of data: the average number of fans of brands on "Tmall Super Brand Day" increased by 220000, the number of buyers after 1995 increased by 210%, and the average transaction volume of brands participating in "Tmall Super Brand Day" increased by more than 54%.

At a deeper level, the value of Tmall Super Brand Day to the brand is a lever for enterprises to upgrade their digital intelligence by digital marketing. It integrates platform technology, digital capabilities, and operational capabilities, and carries out marketing innovation together with the brand. Refresh brand awareness, strengthen consumer experience, reconstruct consumer links, and accelerate the transformation of digitalization and intelligence.

On Tmall Super Brand Day, vivo Xiaoxiang IP customized, Masarati sold luxury cars online, Starbucks Corp sold coffee online. Many marketing events continue to emerge, the brand has achieved direct marketing effect, and enterprises have achieved long-term growth. Connect the marketing events one by one, review the development track of Tmall Super Brand Day, we will see an important milestone in digital marketing in recent years.

02

Five years, five milestones, the evolution of digital marketing

Looking back on the past, we may be able to see some shadow of the future. There are five milestones in the development of Tmall Super Brand Day, which coincides with the evolution of digital marketing of Chinese brands in the past five years.

1. 2015 becomes the starting point: new marketing.

In 2015, when Tmall's super brand was launched, two other things happened at the same time: 1. Tmall's mobile transformation was successful. Tmall emphasized mobile shopping for the first time in 2014. Mobile transactions accounted for 42.8% of the total, compared with 68% in 2015. 2. Tmall emphasized marketing empowerment. In 2015, Tmall worked with Hunan Satellite TV for the first time to explore the marketing form of "double 11 Carnival Night", a brand-new Internet + TV party, which later became standard in double 11, 618 and other promotional festivals.

The birth of Tmall Super Brand Day in 2015 is not surprising: when marketing in the mobile era ushered in changes, Tmall, who has accumulated resources for many years, believes that we should not only help brands sell goods, but also let brands do marketing while selling goods. and compared with traditional marketing, it is necessary to make a difference, do better, and make a phenomenon.

In 2015, vivo, which participated in Tmall Super Brand Day, focused on Xiaoxiang customization. X5Pro, X5Max and X5M products from system UI, ringtone, packaging to gifts were all integrated with Xiaoxiang. This series of customized products are only available for limited online launch on Tmall Super Brand Day. The game attracted 600W users in 10 days and helped vivo stores attract 350000 fans, which is equivalent to the total number of followers in the previous three years. Tmall platform sold a total of 4707 units in the first three days, reaching the order of magnitude of previous new product sales. As many consumers of the customized version of the product are yellow fans, the word-of-mouth data also performs better than the non-customized version.

Starting with the Mini Yellow Man, vivo has become the leader in customized mobile phone games. Competitors' mobile phone brands such as Porsche, Marvel couplet, Summer Palace, Chu Yin Future, Gunda and so on are all later. Today, the unified name of this game is: IP customized marketing. In 2015, known as the first year of IP marketing, BABA founded Aliyu, which focuses on IP transformation in 2016, and now IP marketing has become a daily marketing tool. Whether it's IP customization or store fan precipitation, the trend of Tmall Super Brand Day in 2015 is that marketing is no longer an one-way content output, but to focus on user experience, fan value and interactive value.

2. Exploration in 2016: a new model.

Internet + has entered the deep water area in 2016, and some categories that were once far away from e-commerce were actively "electrocuted", such as cars; at the same time, the upsurge of Chinese consumption broke out, overseas brands became a major trend, and Tmall International introduced 14500 overseas brands. 80% of them entered China for the first time. Victoria's Secret, Matsumoto Qing, Metro Milk and other foreign brands have achieved high efficiency and low cost landing in China through Tmall. Overall, consumers are growing rapidly in Tmall's optional brands and categories.

This year's Tmall Super Brand Day, there are two impressive brands, one is 18 seconds sold out 100 Maserati world's first SUV--Levante), the other is the emerging online celebrity "foreign brand" Dyson's sudden rise in the shadow of many small home appliance giants.

A large number of car brands do not know how to embrace e-commerce, and some luxury brands have a negative attitude towards e-commerce. Maserati ate crabs first, eating up the "first dividend" when Tmall opened a flagship store and launched SUV Levante on Tmall Super Brand Day. While selling out 100 luxury cars, new products were super exposed and became the forerunner of online transformation of luxury car brands.

Dyson, for middle-class users, changed the traditional marketing model of small household appliances, joined hands with wonderful Research Institute to carry out creative marketing, and even brought offline new product conferences into BABA Park, launching the first purification fan on Tmall Super Brand Day. Tmall provides cross-platform joint rights such as try and buy and Xianyu trade old for new, helping Dyson quickly open up the Chinese home market and become a leading online celebrity brand.

Both Maserati and Dyson played a "starter" on Tmall Super Brand Day in 2016. now the new product has become Tmall's core strategy and an important means for brands to capture consumers. In 2019, the number of new products released by Tmall exceeded 100m for the first time. In line with the new product strategy, try and buy, trade in old for new, interest-free stages, limited reservations, member privileges and other joint rights and interests have become Tmall's important value to users and brands. It can be said that Tmall Super Brand Day 2016 explored a new marketing model, and the new product strategy is very important for offline brands, old brands, new brands and foreign brands to open the online market.

3. Get through in 2017: new link.

In 2017, 80 per cent of the world's most valuable brands have settled in Tmall. For brands, it is no longer a question whether to embrace e-commerce, the key depends on how to embrace it. Unlike the marketing experience emphasized in 2015 and the launch of new products in 2016, Tmall Super Brand Day in 2017 placed more emphasis on the full link between products based on digital technology, marketing and sales.

In 2017, dirty bags, towel rolls, self-heating pans and other online celebrities retail popular moments, how do traditional food brands become "online celebrities"? "first twist, lick, and then soak, only Oreos!" The Oreo, which is deeply rooted in classic advertising, has become a new landscape in the field of food marketing in Tmall super brand with a limited daily launch of cool techs music boxes equipped with classic biscuits, a customized AR interactive experience combined with MV, and social interactive ads on moments. Tens of thousands of boxes of new products have been sold within 9 hours of launch, and the daily turnover of Tmall super brand in three days is 6 million yuan, exceeding the all-day sales of Singles' Day in 2015. More importantly, Oreo has achieved brand rejuvenation, proving that the right marketing can make old brands become online celebrities and capture a new generation of consumers through new values.

In 2017, Spanish fashion brand massimo dutti first launched in the Asian market, not according to common sense, the Tmall Super Brand Day exclusive customized fashion show was held in Shanghai, based on holographic projection technology to achieve online and offline simultaneous debut, online show "watch while buying", new products online 9 minutes sales reached 7 million. This model has directly changed the separation of fashion shows from stores, and the disconnection between release and sales. Online shows are now popular in the fashion industry. Fashion brands are paying more and more attention to Tmall shows. During the March epidemic, Shanghai Fashion week also turned to Tmall's "Cloud Fashion week" to watch and buy at the same time.

Whether it is Oreo or the classic case of massimo dutti,2017 Tmall Super Brand Day, it reflects the trend of marketing, sales and product full-link connection. Based on big data Central Station, AR, holographic, live broadcast and other digital technology, a product from gestation to birth to sales and then to the use of the whole life cycle, has been made possible.

4. Integration in 2018: new retail.

Jack Ma put forward the "five New" strategy for the first time at the Yunqi Conference in 2016, and BABA established the Executive Committee of the five New Strategy in 2017. 2018 is the first year for the landing of new retail. This year's Tmall Super Brand Day, the most prominent label is the new retail.

Offline catering retail giant KFC became a new retail forerunner after forming an alliance with BABA. On Tmall Super Brand Day in 2017, KFC spokesman Wang Yuan launched the Taco Face Challenge, which called on fans to support stars through customized creative interaction, created a brand "support" culture, and successfully captured young people. The number of new Tmall fans recruited by the brand was 13 times that of the day. At the same time, online stores and offline theme stores / flash stores have realized the combination of O2O.

Giorgio armani, on the other hand, based on data insight, launched interactive topics such as video posters that capture the hearts of women, operators # forever missing a lipstick #, planning Milan secrets KOL videos, brand traceability live streaming, as well as offline press conferences and star support in Beijing, achieving 100 million-level topic marketing. Sales exceeded 1 million in the first minute and broke the record in 9 hours.

Head perfume brand Tmall flagship store opened, online sale of limited product gift boxes, while the launch of "online incense search" tool to create online incense search / high definition system, has become a hot topic, combined with brand ambassador Hebe to explore the headquarters, offline press conference and other conventional marketing means to achieve marketing success. On the day of the event, the number of fans reached 680000, and many products sold out in a second, becoming the NO.1 of Tmall perfume category.

In 2018, Starbucks Corp and BABA reached a strategic cooperation on new retail, involving BABA's ele.me, Hema, Taobao, Alipay, Tmall, word-of-mouth and other business lines. Starbucks Corp launched customized products such as AR star picking on the site and Tmall's special limited supply of star cards on Tmall Super Brand Day, and it was the first online new retail wisdom store launched by Tmall. Support Tmall one-click call "special star send", personalized customized social gift "use star theory" and cross-platform member service system "star sharing club", realizing the integration of all-channel retail service, customized service and member service for the first time.

KFC and Starbucks Corp are both offline retail giants, with the help of Tmall Super Brand Day to achieve online and offline integration; jo malone through "online incense search" to break through scene restrictions, break down online and offline barriers; giorgio armani marketing also achieve online and offline integration. In the classic case of Tmall Super Brand Day in 2018, the bottom layer of online and offline combination is data-driven, and finally achieve seamless online and offline experience, personality customization, experience improvement and efficiency improvement, which are the essence of the new retail.

5. The transformation of 2019: new business.

In 2019, the saying that "all businesses are worth doing again" is very popular. New retail has upgraded to new consumption, while BABA, who proposed five new ones, has put forward the idea of "Baixin". Driven by digital and intelligent technology, the business world ushered in an unprecedented change. On Tmall Super Brand Day in 2019:

There is Adidas sports new retail exploration: online and offline linkage of the global new product release and marketing, Adi in Tmall limited launch of UltraBOOST 19 series running shoes, adiCLUB members can receive limited shoe boxes and limited rope bags through pre-sale, these actions seize the trend of member economy and fashion shoes culture, the same day only 14 minutes to refresh the clothing brand Tmall super brand daily highest sales record.

Unexpectedly Home's new retail exploration: with the combination of Tmall flagship store 2.0core technology and city stations, users can browse online to buy goods from local stores and experience online services, under 3D scene related shopping guides. Consumers can directly choose the design style and see the effect, and the sales of new retail stores nationwide increased by 20% during the event.

There is Walt Disney Company's IP value re-creation: Walt Disney Company customized Mickey limited gift box products for Tmall super brand day, 35 brands more than 140kinds of IP joint new products and other products, online and offline interactive marketing activities, Tmall resources push, and finally become a hot search topic, get 240 million reading and 140000 + discussion, a number of products sold out at the first launch, a century of Walt Disney Company entertainment empire digital transformation is getting better.

In 2019, classic brands such as Adidas, unexpectedly House and Walt Disney Company all realized the growth of performance on Tmall Super Brand Day, relying on BABA's digital business operating system, showing brand-new vitality and releasing brand value. it reflects the ability of Tmall super brand to drive business change every day.

03

For five years, Tmall's super brand is a training ground and a weather vane.

From the five-year development process, we can see that Tmall Super Brand Day has always been in front of the retail industry in marketing, while the brand that participated in Tmall Super Brand Day has walked in front of its industry in marketing. IP marketing, fan marketing, online celebrity marketing, community marketing, global marketing, full-link customization, member marketing and other Tmall super brand on the rise of the marketing model so far. Tmall Super Brand Day is not only a training ground for digital marketing innovation, but also a weather vane of digital marketing.

For the industry, Tmall Super Brand Day has become a phenomenon, in which there are many topics worth exploring, and the current confusion of brands may be able to find the answer in the development process of Tmall Super Brand Day.

With the superposition of the Internet science and technology revolution and the trend of consumption upgrading, the user groups, media and market environment faced by brands are changing with each passing day. As far as marketing is concerned:

The new concept is dazzling. A few years ago, it was popular to integrate product and effect. Today, we are all talking about full-link digital marketing.

New ways of playing emerge in endlessly, and popular content recommended a few years ago is recommended by every brand to carry goods live today.

The general environment is unpredictable, the industry will lose its anxious demographic dividend in 2019, and will have to deal with the challenge of the epidemic in 2020.

The user base is becoming more and more complex, sinking market users, 9000-year-old users, two-dimensional groups, residential economic groups.

The environment is so complicated, what on earth should digital marketing do? What is the "tide direction" of digital marketing in the post-epidemic era? What is the main line and what are tributaries? The industry is thinking.

From the track of history, we can see some shadows of the future. Judging from the development process of Tmall Super Brand Day, the development of digital marketing has the following key stages in the past five years:

1. New marketing means that marketing is no longer based on clicks, traffic, duration and other key indicators, but focuses on harvesting people, that is, catching fans, settling fans, accumulating word-of-mouth, and capturing people.

two。 The new model means that any brand has to rely on pushing through the old and bringing forth the new to catch consumers. The new product launch online has become the preferred channel, while Tmall has become the first choice for online distribution.

3. The new link means that marketing is no longer out of touch with sales, products, etc., based on digital technology, it is possible to integrate marketing, sales and products.

4. New retail means that it is inevitable to provide consumers with a seamless online and offline experience, including marketing, consumption and service experience, based on data-driven.

5. New business means that brands should seize the opportunity of digital marketing and rely on digital and intelligent technology to thoroughly upgrade their business model and create new value.

From Tmall Super Brand Day, we can see that marketing is accelerating change: from creative-driven to digital-driven, from "marketing = advertising" to "marketing is not equal to advertising", from single-channel delivery to global marketing, from brand-centric to user-centric, from marketing supporting sales to full-link integration, from harvesting traffic to gathering people.

The trend is changing all the time, and the bigger the trend, the more far-reaching the impact. As far as marketing is concerned, the "five new" marketing trends of new marketing, new model, new link, new retail and new business presented by Tmall super brand are still valid today, and will not be out of date in the foreseeable future, which deserves the brand's attention.

At the 4th TopTalk Brand Private meeting, Tmall said that Tmall Super Brand Day 2020 will help brand merchants realize the outbreak of brand business through three aspects: crowd outbreak, private domain innovation and data enablement. The general direction has not changed, and some of them are evolving. For example, strengthening the private domain and digital transformation is a new trend. In the post-epidemic era, what new digital marketing trend will appear, and the answer should be given by the brand and Tmall Super Brand Day in 2020.

In my opinion, Tmall Super Brand Day is the second IP that seems to be marketing but not just marketing after Singles Day.

Singles Day is seen by many as a great holiday, but it is not. On the one hand, Singles Day has promoted the upgrading of China's retail infrastructure, especially the evolution of consumption habits, logistics facilities and technology platforms. on the other hand, it has become a training ground for BABA's economy in the extreme scene.

Tmall Super Brand Day, as the exclusive double 11 of each brand, not only helps the brand achieve performance growth on the corresponding day, but also leads and promotes the evolution of digital marketing of the brand. On the one hand, Tmall super brand Nikko brand uses marketing to drive multi-dimensional breakthroughs in products, channels, operations, users and strategy. On the other hand, Tmall Super Brand Day has become a training ground for brand digital marketing innovation, standing at the intersection of new technology, new retail, new marketing, new commerce and new media, setting off and promoting the popularity of many marketing trends. Tmall Super Brand Day is having an increasingly far-reaching impact on the development of brand digital marketing, which will eventually change the business itself, just as Tmall did.

(disclaimer: this article only represents the author's point of view, not Sina's position. )