What new changes have taken place in the marketing environment over the past few years? What are the new trends? Under the new changes, how do merchants respond? How can e-commerce business achieve efficient growth?
Recently, the Huge Qianchuan And Arithmetic E-commerce Research Institute released the "Huge Qianchuan 2022 Development White Paper" (hereinafter referred to as the white paper), which sorted out the current overall e-commerce environment and marketing situation, and further gained insight into the pain points and difficulties of merchants in e-commerce marketing.
In view of the new trends and new pain points of business operations, Huge Qianchuan unified and summarized its progress in the e-commerce marketing ecology in the past year, and announced the comprehensive upgrading of the four major product capabilities, releasing a new e-commerce advertising methodology, helping merchants achieve efficient delivery and promoting sustainable business growth.
One
Trends: New opportunities and new dilemmas for merchants
In 2021, the online retail market is still accelerating its expansion.
According to data released by market research institute eMarketer, China's online retail growth rate reached 27.5% in 2020, with a market size of 2.3 trillion US dollars, ranking first in the world for seven consecutive years. It predicts that China's online retail will still maintain a high growth rate of 21% in 2021, and China will also become the first country to consume more online than physical retail.
Under this trend, the overall e-commerce market presents two characteristics:
First, the rapid development of live e-commerce, leading the e-commerce market.
From the perspective of user volume, as of June 2021, the scale of e-commerce live broadcast users is 384 million, accounting for 38% of the total number of netizens, which is the fastest growing user type at present; from the perspective of market volume, the scale of China's live e-commerce transactions in 2021 is nearly 2 trillion, with an annual growth rate of 90%.
Among them, the content-based platform e-commerce ecology continues to prosper and has become the core position of business operations.
Official data show that as of August 18, 2021, the number of tens of millions of live streamers on Douyin increased by 574%, the number of millions of live streamers increased by 598%, and the number of e-commerce masters with a monthly GMV of more than one million was 8 times that of the same period last year. During the Double Eleven period in 2021, the total length of merchants' self-broadcast on Douyin reached 12.27 million hours, and the number of brands on the start of broadcast also increased by 2.4 times year-on-year.
Second, e-commerce marketing is still the core increment of the Internet advertising market.
QuestMobile data shows that from the perspective of China's Internet advertising market structure, e-commerce advertising still occupies an absolute proportion, and the share will continue to expand, accounting for 47.8% in 2022.
For merchants, this means new opportunities. Live e-commerce provides them with a new position for business operations, and has become a new standard for many brands, content-based platforms to accelerate the layout of e-commerce, but also provide them with a wide range of content-based marketing space.
But pain points and difficulties also arise.
On the one hand, they face a more complex marketing environment and operating links. How to couple the product attributes of content platforms and e-commerce platforms? How to deal with the changing needs of users from content acquisition to life acquisition? How to progress from the marketing goal of the traffic farm to the business goal of the business field? How to achieve global efficiency improvement through the integration of advertising and operation? This is also a problem faced by the platform side.
On the other hand, in the actual e-commerce marketing promotion, merchants have to face problems such as difficulty in obtaining traffic, high traffic costs, unable to start with business diagnosis, complex advertising, and difficult to rationalize budget allocation.
They urgently need to find a "new e-commerce marketing model" to improve the reach and conversion rate of traffic.
It is in this context that The huge amount of Qianchuan came into being, which is the integrated intelligent marketing platform of e-commerce under the huge engine, providing merchants and celebrities with the integrated marketing solution of vibrato e-commerce. The platform is committed to becoming a leading e-commerce intelligent marketing platform, building a prosperous and win-win e-commerce marketing ecology, making e-commerce marketing more worry-free and efficient, and achieving sustainable business growth.
Two
The evolution of a huge number of thousands of rivers has accelerated
The marketing ecosystem continues to prosper
Upgrade the four product capabilities
The white paper points out that the core value of the huge amount of thousands of rivers for business gain is to start from the traffic engine, whether it is paid traffic or organic traffic, and cooperate with merchants to carry out effective traffic operations to improve traffic conversion, thereby increasing the scale of merchant transactions.
Based on this, the evolution of a huge number of thousand rivers has accelerated in the past year. For example, in September last year, Huge Qianchuan proposed a long-term business methodology and launched a long-term conversion value product; and then in January this year, Huge Qianchuan launched its brand advertising capabilities, focusing on providing one-stop brand marketing solutions for douyin merchants/talents to provide brand building and long-term operation.
While accelerating evolution, the marketing ecology of a huge number of thousands of rivers has also continued to prosper.
First, the volume of advertising accounts of Huge Qianchuan continues to expand, whether it is a business-type advertiser, a talent-type advertiser or an MCN agency, the enthusiasm of various business roles to join the huge number of Thousand Rivers is increasing.
According to the white paper data, in the second half of 2021, the overall number of ad accounts increased by 447%, of which the number of merchant ad accounts increased by 249%, the number of talent ad accounts increased by 548%, and the number of MCN ad accounts increased by 129%.
Second, merchants are the main players in the huge number of advertisements on the thousand rivers, and more and more brands of different types and different sizes are "entering the river".
Since April 2021, the number of merchants cooperating with Huge Qianchuan has shown a significant increase, with an increase of 546% in the past 8 months. Among the brands that choose "Ichikawa", there are mature brands such as L'Oréal, Polareal, OPPO, and Xiaomi, as well as domestic rookies such as Huaxizi and Perfect Diary.
Third, the huge amount of Qianchuan has become an amplifier of the Vibrato e-commerce business.
The Arithmetic E-commerce Research Institute selected the head merchant cases (N=962) with consumption data in the 30 days before and after entering the huge Qianchuan platform for historical data comparison, and found that the average daily GMV of the merchants in the 30 days after the first advertisement of the huge amount of Qianchuan increased by 57% compared with the previous 30 days, and the average number of daily orders increased by 79% compared with the first 30 days.
In 2022, Based on its four capabilities of efficient launch, perfect infrastructure, diversified traffic, and data science, Huge Qianchuan will carry out a new upgrade from the product level:
More diversified traffic - the huge engine provides multi-channel, multi-form, multi-target traffic coverage and product support, and realizes the linkage of product efficiency search, cost reduction and efficiency increase traffic acquisition;
From the perspective of traffic scenarios, ByteDance's full line of products global monthly active reached 1.9 billion in June 2021, achieving almost full coverage of traffic.
Huge amounts of Qianchuan also continue to expand the search scene and e-commerce reach scene. Based on search scenarios, from searching for people, searching for products to searching for content, brands, users and merchants are closely connected. According to the white paper, as of August 2020, the daily page views of the huge engine search have reached 500 million; based on the new scene of e-commerce, compared with traditional e-commerce, Douyin integrates product information into the real and vivid content scene in the form of live broadcast and short video, and maximizes the user's consumption interest with the content of the product, and realizes the marketing purpose of product and marketing integration in the same scenario.
From the perspective of product matrix, after the brand advertising ability is launched, on the one hand, it helps merchants achieve efficient product-efficiency integration by strengthening the optimal ability of e-commerce post-link behavior; on the other hand, it integrates more closely with the scene of Douyin e-commerce, helping merchants to accumulate relationship assets and establish brand image, bringing long-term growth of Douyin e-commerce business to merchants.
More efficient delivery - provide scenario-based automated delivery solutions around the merchant's e-commerce marketing demands. Improve the production efficiency and quality of merchants' materials through multi-content forms, multiple material sources and creative product capabilities;
More scientific analysis - through the huge amount of Qianchuan data platform, the integrated e-commerce data system provides delivery insight, effect diagnosis and value measurement to meet the needs of business scientific decision-making, real-time optimization and long-term operation;
Better infrastructure - build a full range of automated advertising platforms to provide one-stop marketing management experience for merchants with a solid infrastructure.
Three
Traffic + operation
New methodology for e-commerce advertising
Let the business continue to grow
At the beginning of 2022, Huge Qianchuan launched a new e-commerce advertising methodology, which runs through traffic and business perspectives, provides strategic and rhythmic delivery references, and helps merchants achieve sustainable business development.
At the marketing end, with the systematic product capability as the core support, through the refined delivery strategy, the large-scale introduction of refined traffic for merchants, while coordinating more natural traffic, give play to the long-term value of the business;
On the business side, in the live broadcast and short video scenarios, efficiently undertake and convert users through good content and good products;
In terms of business rhythm, Huge Qianchuan proposed that businesses at different stages of development, business scale and resource capabilities should selectively optimize the pace of operation.
For example, a huge amount of Qianchuan suggested that large-scale merchants can grasp the annual e-commerce nodes through "stacked wave" delivery, while maintaining the normalization of the operation and constantly rushing to the top of the business highs; while small and medium-sized businesses, you can adhere to the daily self-sowing to consolidate the business foundation, while grasping the annual 1-2 e-commerce nodes, impacting the high level of business scale.
Specific to the delivery scenario, Huge Qianchuan encourages advertisers to carry out the collaborative delivery of live broadcast + short video + graphic and text multi-genre content.
From April to November 2021, through the actual delivery performance of merchants in the promotion of goods in different channels of huge thousand rivers, the consumption of short video with goods and live streaming with goods is comparable, and both are equally important in customer delivery strategies. The reason is that after the coordination of short video with goods and live broadcast with goods, merchants can give full play to the advantages of dual channels and make full use of the ability of different scenarios.
According to the white paper data, 68.3% of merchants will choose to warm up through short videos to divert streams between live broadcasts, because short video content attributes are stronger and easier to benefit from the traffic recommendation mechanism; 52.8% of merchants will regularly update short videos to precipitate fans and live audience bases for stores; nearly 40% of merchants have begun to normalize daily broadcasting and edit live content into short video materials for delivery.
In addition to the two major scenarios of short video and live broadcast, Huge Qianchuan found that in specific scenarios, graphics and texts can obtain traffic at a lower cost, and the conversion efficiency performance is equally excellent, in order to meet the material needs of merchants in different scenarios, Huge Qianchuan also provides the production ability of short videos and graphic materials, and realizes the coverage of three creative genres of graphics, short videos and live broadcasts.
In addition, Huge Qianchuan also provides a variety of "creative production" products, providing merchants with intelligent production, automated production and one-stop authorization capabilities, helping merchants to increase material production capacity, revitalize the existing creative material library, and improve the quality of creativity.
Now this multi-scenario delivery strategy is becoming the consensus of more and more brands, from the perspective of the advertising situation of major industries in a huge number of rivers since April 2021, industries with large advertising consumption often pay more attention to the dual track of live broadcast and short video.
Huge Qianchuan found that beauty, clothing, personal care, food and beverage are active industries, for these four major industries, huge Qianchuan proposed a national business advertising traffic competition map, through the distribution of competitiveness, to help businesses locate the source of industry competitors, according to the advantages and disadvantages of competitors to make corresponding strategic adjustments.
For example, the highly active delivery businesses of beauty and personal care are mainly distributed in the four major cities of Guangzhou, Shenzhen, Shanghai and Hangzhou; clothing, shoes and bags are more concentrated and active in the three cities with dense industrial belts in Guangzhou, Suzhou and Hangzhou; and the average consumption and ROI of the food and beverage industry in Ningbo are higher.
At the same time, Huge Qianchuan also put forward e-commerce advertising guidelines for the four major industries of beauty, 3C home appliances, food and beverage, and clothing, and verified the integrated marketing capabilities of Huge Qianchuan in the two dimensions of traffic strategy and business strategy, combined with cases, while providing differentiated delivery reference for merchants.
For example, the well-known brand OLAY in the beauty industry only began to broadcast live on Douyin in August 2021, and the brand needs to quickly pass the cold start stage to accumulate fans, and at the same time complete the launch of the brand's explosive products to drive the overall growth of the brand, and finally quickly complete the business layout in Douyin e-commerce.
Based on the current situation of OLAYA, Huge Qianchuan provided a complete integrated delivery guide for it in the dimensions of diagnostic analysis, delivery strategy, content production, group strategy, IP brand day, etc., and finally through the dual-drive operation of "traffic + operation" in September and October 2021, OLAY's self-broadcast GMV achieved 56 times growth, the monthly GMV exceeded 15 million, and the number of fans increased by more than 160,000.
In addition, the mixed beauty and personal care industry, the black code technology of the 3C home appliance industry, the Yanzhiya and Haige seafood in the food and beverage industry, the Lola password and peacebird women's clothing in the apparel industry, etc., have achieved business growth under the dual drive of the huge number of Qianchuan's "traffic strategy + business strategy".
And when more and more brands achieve long-term growth in business under the delivery guide of Huge Qianchuan, Huge Qianchuan has actually become a necessary way for e-commerce business growth.
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Huge Thousand Rivers 2022 Development White Paper
Insight into the path of e-commerce business growth