The world's online business Liu Yiqi
Edited by Wu Lingwei
"I'm in the industry to explain the Olympics, and I'm really nervous about explaining the awards ceremony." On April 18, Wang Meng, the winner of the four gold medals of the Chinese Winter Olympics, appeared at the scene of "Alimama 2022 Business Force Cloud Release and M Awards Annual Awards Ceremony" as a "business witness officer".
At the press conference, Alimama proposed the 2022 operating power: flat storage to promote harvest, determine growth, advocate merchants to pay attention to the normalization of water storage operation during the daily sales period, and promote resonance to drive growth.
It is understood that there are nearly a thousand cases participating in the 2022 m awards awards, and after passing the preliminary examination of the 4 dimensions of digital intelligence management power of Damo Disk, 162 cases were contested to enter the final review. In the end, under the multiple rounds of evaluation of the jury composed of 40 "media + professional judges", 35 award-winning brands and ecological institutions from the ten major tracks stood out. (The list of winners is detailed at the end of the article)
Wang Meng, who has achieved brilliant results on the field, is now the founder of the sports culture company. "Just take this opportunity to learn from the experience and learn from the excellent operators."
This is the second time Alimama has brought the M Awards to the stage. This year, a comprehensive upgrade has been carried out on the track, in addition to the high-profile "Annual Business Award" and "Annual Super Node Operation Award", the digital intelligence operation track revolves around the four dimensions of "crowd", "goods", "content" and "market innovation". The annual operation of the dark horse track and the new brand of Tmall Treasure have cooperated to build a new brand, aiming to discover new consumer brands that dare to break the limitations of traditional brand categories and boldly innovate. The annual business methodology track evaluates the methodological precipitation ability of each ecological institution from three dimensions: crowd management, goods management and global digital intelligence management.
What are the winning brands doing right? What are the business trends behind this awards ceremony?
Leverage "Digital Intelligence Management" with Subdivision Cuts
At the m summit on September 2 last year, Alimama put forward the business strategy of "digital intelligent management" for the first time, and released a one-stop digital intelligent operation operating system - Wanxiangtai for brand merchants. On January 10 this year, Alimama officially launched the recruitment of the second m awards in the world, creating the industry's first grand prix focusing on "digital intelligence management".
According to the "World Online Business", this year's m awards introduced the "Dharma Pan Global Digital Intelligence Management Evaluation System" in the preliminary review process to do quantitative selection for brand cases. Under the track of "Digital Intelligence Management Power", four award dimensions of "crowd", "goods", "content" and "market innovation" are divided.
The market is entering the era of refined operation, and for merchants, every subdivision incision may be an important fulcrum to leverage the industry.
For example, the coffee brand Sumidagawa, which won the "Gold Medal for Product Management of the Year", has attracted much attention in recent years. According to the data released by Ai Media Consulting, during the period from 2020 to 2025, the market size of the coffee industry showed a rapid growth trend, and it is expected to reach 1,000 billion yuan in 2025.
On the one hand, there is the instant coffee brand that is in the limelight and still maintains a market share of about 70%, and on the other hand, the soaring offline coffee market. Sumida Chuan, with a strong supply chain background, uses goods as an entry point to find a balance between the two.
The brand is positioned as "fresh" and is committed to creating "high-quality ration coffee". During the Tmall Double 11 promotion last year, Sumida chuan coffee and the "new small black box" launched a new ear-hanging coffee "lock fresh small red bag", which further improved the freshness preservation process of FMCG coffee, and the residual oxygen amount affecting the taste of coffee was reduced from 1% to 0.8%. In addition, the new type of coffee represented by espresso liquid has also become the focus of brand product research and development.
"Brands have a strong pursuit of data. They will use the data as a reference to see what categories of new opportunities and new opportunities for brands from the consumer to the product dimension, so as to obtain increments. The general manager of the world's online business who participated in this review said.
The food brand "Youzhi", which won the "Annual Crowd Management Gold Award", also performed well.
With the crowd of "concerned about health and body" as the fulcrum, by continuously improving the differentiated characteristics of products, the consumer group of the market occupies the mind, and the single product of "salad chicken breast" has been exploded. In order to break the prejudice of the public and cater to more consumer demand, U-Shape adds fruits and vegetables, oat grains, crisp bones and other ingredients to the chicken breast, and changes the shape of the traditional chicken breast, optimized for easy to carry the new packaging, to create a new generation of chicken breast.
After entering the target consumer group, U-Shape has set its sights on other market segments and launched new products such as children's chicken pie, chicken breast potato chips, and light card chicken breast fried rice. The iterative planning of the product of the shape ensures the brand's brand influence and product added value in the TA population (target audience: cutting-edge white-collar vs Z generation).
"The consumption path is becoming more and more fragmented, and how to do a good job in crowd management is a problem that all business friends need to face." Muir, general manager of Alimama's marketing department, said.
For brands, the model of hitting explosives is not unfamiliar. From the case of Shape, we can see that brands quickly grasp the needs of segments through explosive products, and then meet more segments and new markets by adding SKUs (minimum stock keeping units). The explosive products that continue to be launched are no longer just the "vanguard army" of the sprint GMV (total amount of commodity transactions), but the "base camp" for brands to stand firm in the competition of their peers.
Jumping out of the traditional market, "flat accumulation to promote revenue" may become the next point of opportunity
In the online scene, cosmetics, food, clothing and other consumer goods have gradually formed a set of more mature and lightweight marketing methods. However, for some industries that have long been deeply cultivating offline, logistics and transportation difficulties, and high barriers to product display information, the path from offline market to online emerging market is not simple.
The brand's attempt to move forward is sometimes a subversive leap forward for the industry.
BMW, an automobile brand that relied on the offline distribution model of 4S stores in the past, took "BMW convenience store" as the main theme, radiated bmw vehicles, car products, and car maintenance categories, and created the X2 "online booking, car door-to-door" model, and harvested more than 100 vehicle sales in online channels.
In addition to the comprehensive layout on the business side of the industry, BMW has also carried out ecological integration, realizing for the first time that the Taobao main station has opened up with the core ecological resources of AutoNavi and Alipay, and in the three core scenarios of consumption, travel and payment life, through the integration of light store products, BMW hand Tao custom skin, AutoNavi brand area, Alipay and AutoNavi search password, etc., to promote the impact of potential consumers with high consumption power.
During the event, BMW's network exposure reached 1.9 billion, and the number of new members increased by 105% year-on-year. With this case, BMW won the annual management award of this year's M Awards.
"The m award brings together the most representative business cases of the past year, from which we can see the most practical strategic play and methodological essence of merchants," said Li Kuankuan, deputy general manager of Tianxia E-commerce, who participated in the review.
In the fiercely competitive online market, dark horse brands are also emerging, and contact lens brand Moody is one of them.
From the supply side, the product layout of the contact lens category is mostly from the "business perspective" rather than the "consumption perspective". From the marketing side, contact lenses belong to the third class of medical devices, special categories, can not be publicized through celebrity endorsements and other ways, so the product content is relatively weak. In addition to big brands such as Johnson & Johnson and Bo Lun, consumers' brand awareness of the category is not clear.
In order to attract consumer attention, Moody joined hands with the well-known IP LINE FRIENDS in May last year, and worked product packaging and lens color based on IP characteristics. In terms of marketing channels, moody plants grass inside and outside the site on the one hand, attracts public domain traffic through IP content, and spreads in the brand's own fan base on the other hand, stabilizing private domain channels. Finally, during the Double 11 period, the global GMV exceeded 100 million, and the store membership exceeded 1.1 million.
Tmall 618, Tmall Double 11 and other promotions are certainly an important outbreak node, but looking back at the experience of award-winning brands, it is not difficult to find that daily operation of water storage is equally important.
On the same day, Alimama also launched the keyword of 2022 business strength: flat storage to promote harvest, determine growth. That is, in their daily operations, merchants should enhance the four major capabilities of seasonal control, crowd water storage, scene penetration, and goods operation, and achieve a new high point of operation explosion with the resonance of the promotion.
Taking Moody as an example, the brand began to push IP products into the consumer market in May last year, and after more than half a month of water storage, it finally detonated completely during the promotion. In addition, moody almost appears in the Taobao live broadcast room with the frequency of daily broadcasting. In addition to the platform promotion, it will also independently launch marketing nodes such as "Anniversary" and "Membership Day". Judging from the data, the number of views in the live broadcast room of these autonomous nodes is 1.5 times to 2 times that of daily.
"Growth" is an eternal topic for merchants. Today, the market is changing rapidly, and consumer demand tends to be fragmented and diversified. In addition to focusing on the promotion node "GMV" and "ROI" (return on investment), merchants also need to pay attention to the multi-node and multi-target operation quality throughout the year.
In the era of fast economy, the brand develops steadily and adheres to the "long-term doctrine" in order to stand firm in the torrent.