The start of 618 is imminent, and all platforms are in full swing at home. At present, it is known that Jingdong Taobao has canceled the pre-sale system, and Xiaohongshu has also released its own 618 rhythm, we interpret it from the live broadcast side and the e-commerce side, and have given some suggestions to the author.
This year's 618 is different.
Taobao and JD.com will cancel the pre-sale system, simplify the shopping process, improve service quality, and emphasize price advantages, so that 618 will return to a user-centric shopping model.
In addition, a Taobao investment document revealed Taobao's marketing rhythm of 618 this year. Among them, late April to early May is the momentum period; The first wave of activities began in mid-to-late May, and transactions were achieved through the recall of users; From 8 p.m. on May 31 to June 20, the second wave of activities will be held, and the 618 event will be fully launched. Through the document, the Taobao 618 event lasted for nearly two months, and the timeline was significantly longer than the previous ones.
On the Jingdong side, it is expected to open at 8 p.m. on May 31 and directly carry out spot sales. Subsequently, combined with promotional activities such as special sessions and returns, the influence of 618 was extended.
The change in the gameplay of Taojing 618 is actually expected, because the competition of several platforms has actually started a long time ago, and under the impact of Pinduoduo and Douyin, Taojing has also been deploying a daily low-price promotion strategy. After the normalization of low-price promotion, 618 will inevitably gradually lose its particularity....
If there is any platform that has not been affected by "low-price competition", it is probably only Xiaohongshu.
Therefore, Xiaohongshu's 618 this year is more worthy of merchants' attention than other platforms!
1. Xiaohongshu 618 promotion rhythm
1. Interpretation of the gameplay on the live broadcast side
In terms of cycle, Xiaohongshu has a relatively short cycle, but this is just a big promotion rhythm cycle, and it is definitely more appropriate for relevant content to be laid out in advance.
It can be found that Xiaohongshu's 618 traffic this year is mainly inclined to live broadcast and interactive gameplay.
The live broadcast sector, which has been criticized, has also ushered in product updates and the largest traffic support.
1) Live breathing lights
At the product level, a new live breathing light gameplay has been added, and the live breathing light is a "red circle" and the status of "live broadcast" is displayed on the account avatar when the user browses notes, and clicking on the avatar can go directly to the live broadcast room, which has become the highest conversion of the live broadcast of merchant stores, a strong grasp for improving the viewing of the broadcast, and it is also one of the largest traffic sources in the live broadcast room at present.
2) Store Broadcast Qualifying
If there is a plan for store broadcasting, then this year's store broadcast qualifying competition is a must to participate.
During the promotion period, you can get traffic incentives by increasing the broadcast duration and frequency, and you can get traffic incentives by completing the designated GMV tasks, and high-quality live broadcast rooms can also enjoy a large amount of platform coupon subsidies from the platform.
Gameplay 1
Climb Challenge: During the promotion period, merchants can enjoy corresponding traffic incentives when they complete the GMV and broadcast duration tasks.
Gameplay 2
Qualifying Tournament Plus: During the promotion period, it is divided into daily and weekly lists, and the top 10 merchants on the list will receive exclusive traffic support and exclusive platform coupon subsidies.
Threshold requirements
Merchants need to sign up for the 618 promotion, and the registration can be reduced by one of the full drops and cross-stores (equivalent to no threshold haha).
3) Rising Star Program for Store
This is an exclusive incentive for new businesses that have not been broadcast.
4 incentive tasks are provided, and the corresponding traffic quota coupons can be obtained after the task is completed, and the tasks are relatively simple, and almost all merchants who want to participate can receive them.
- As long as the merchant starts broadcasting during the big promotion period and the duration of a single live broadcast exceeds 3 hours, you can get a traffic coupon with a quota of 2,000
- If you have 2 live broadcasts of more than 3 hours within seven days, you can get a traffic coupon with a quota of 2,000
- If you publish more than 1 note before 3 consecutive live broadcasts, you can get a 2,000 traffic coupon
- If you create a group chat, you can get a 2,000 traffic coupon
Aren't all the above tasks simple? After receiving it, you can get 8000 traffic quotas, which are converted into concentrated live broadcast room placements, and these traffic quotas can be worth at least 1w-2w.
4) Super store broadcast day
This is the official resource flow package customized for 618,Equipped with streaming、Buyer、Open screen page、Customized resources such as exclusive sea view rooms,I haven't understood the quotation yet,But I think it shouldn't be cheaper,Store broadcast merchants with sufficient budgets can learn about it。
5) Store-broadcast cancellation coupons
During the promotion period, the more streams consumed by live broadcast promotion, the more coupons will be returned.
You can get up to 50% of the consumption amount back coupons, and the coupons can only be used during the 618 promotion period, and can only be used for the placement of "bidding-live promotion".
2. Interpretation of e-commerce gameplay
1) 单品直降
Regular gameplay, direct price reduction, there is no limit to how much the platform will drop, but as long as the price is reduced, you can sign up.
2) Cross-store full reduction
The platform is exposed, and the merchants share the full reduction.
Store-wide participation is not mandatory. At the time of settlement, the cost is apportioned according to the proportion of the amount of goods ordered by consumers, and the platform provides hundreds of millions of traffic exposure and exclusive field resource exposure.
3) Freight Treasure
FreightPro is a new tool to improve the user's after-sales experience.
After the merchant is opened, it can provide users with the service of claim return and exchange.
During the event, merchants can get different proportions of premium subsidies, and the newer the merchants, the higher the subsidy ratio.
The above is a summary of the gameplay interpretation of this year's Xiaohongshu 618 promotion.
Here are some suggestions for the layout of content that are more versatile:
2. Suggestions for the content layout of Xiaohongshu 618 promotion
1) Water storage season
When: Early May
Budget: 25%
Blogger planting: Performance ads = 8:2
Objective:
a. Multi-faceted testing of content and products;
b. Running out of content/explosive text models and explosive products/potentially explosive products;
c. Accumulate high-quality notes for subsequent performance advertising use amplification;
d. Screen the bloggers who need to cooperate in the follow-up in advance to avoid running out of schedules
Substance:
a. Product selection
In terms of product selection, it is recommended to classify the existing products and select them in combination with the actual demands/current situation
Assuming that there are already popular models, the budget planning recommendation for different types of products is
Hit: Potential: Supplement = 3:6:1
Assuming that there are no explosive models for the time being, it is recommended to focus the budget on potential models
b. Refining the selling point of the product
The refining of product selling points has been talked about before, so I will not elaborate here
c. 确定内容方向与 Brief
Plan the content direction suitable for the product through the selling points of the product and the current trend of Xiaohongshu, at least 5 or more; Then write relevant briefs around different content directions
d. Screening and contacting bloggers to cooperate
Select suitable bloggers to work with based on content direction and budget planning
Content direction → blogger type
Budget planning → bloggers
During the water storage period, it is also necessary to screen the bloggers who need to cooperate in the follow-up of Jianlian in advance, so as to avoid that the bloggers have no schedule in the follow-up or cannot meet the relevant plans
2) Sprint period
Budget: 30%
Bloggers planting grass: Performance ads = 5:5
Objective:
a. Continue to test the content;
b. Running out of content/breaking text model;
c. Accumulate/amplify existing high-quality notes
Substance:
Organize the data of the water storage period for review, adjust the direction of the content, etc.; According to the existing high-quality notes for french fries enlargement, or re-investment cooperation business registration, the standard of high-quality notes: click-through rate > 15%
The standard of reinvestment: 30%, good cooperation note data, willing to cooperate with business reporting, high degree of cooperation, assuming that it is not satisfied, it is good to amplify it through French fries
If it is assumed to be satisfied, the re-investment cooperation business is reported, and the content of the note can be reused with the original high-quality content, which can be fine-tuned. This allows for scaling up with performance advertising
Traffic notes → in-feed ads
Converting notes → search ads
Of course, there are some notes with more potential that you can also buy fries to enlarge them, and keep adjusting them during the enlargement process
Criteria for potential notes:
Click-through rate > 10%; The content feels good, and there's room for optimization
Finally, from mid-May, the proportion of content in the direction of the 618 shopping list can be appropriately increased
3) Weeding period
Budget: 40%
Bloggers planting grass: Performance ads = 2:8
Objective:
a. Zoom in on existing high-quality notes for weeding;
b. 618 Relevant direction notes continue to be placed in cooperation with weeding
Substance:
Organize the data of the water storage period for review;
Only the content/explosive text models that have been run through will be delivered, as well as 618-related directions, and no further testing will be continued;
Enlarge the french fries according to the existing high-quality notes, or re-invest in the cooperative business report and use the effect advertising to amplify
4) Return period
Budget: 5%
a. Enhance the user's mind;
b. Lay the groundwork for follow-up placements.
Substance:
collation of relevant data review 618;
resumption of routine/new product launches;
Begin to increase the proportion of content in the unboxing/posting direction
5) Other supplements
There's not much else mentioned in the strategic plan, so I'll add it in a targeted way
1) Although the Xiaohongshu brand professional account can now reprint bloggers' notes, the review is relatively strict for reprinting notes to place effect advertisements, and the probability of passing is not high, so in the strategy, it will be recommended to reinvest bloggers to cooperate with commercial reporting, and commercial reporting notes can be directly amplified by effect advertising
2) In terms of budget allocation, it is just personal experience and is for reference only
3) Because the content/blogger strategy needs to be developed around the brand budget, product unit price, product selling point, etc., it is not mentioned much
Product selling point/customer unit price + platform content trend + consumer insight → content strategy
Content Strategy → Blogger Type
Brand budget + product unit price + consumer insights → bloggers
4) Keyword strategy
Because different brands have different demands/situations, I will only elaborate on some misunderstandings of many friends about keywords
In fact, the keywords we understand are different from the keywords that the system understands
eg. Lipstick is recommended to send to girlfriends, most friends will think that this is a long-tail word, and it is a whole, and it should be put together when the content is mentioned
But in fact, the key words understood by the system are like this, it will segment the so-called long-tail word "lipstick recommended to send girlfriend", and turn it into "lipstick", "recommended", "send", and "girlfriend"
Therefore, it is not necessary to be holistic for slightly longer keywords, but to divide the words first and then implant these keywords into the content multiple times in a scattered manner
5) In the actual implementation process, it is necessary to pay attention
a. Timeliness
b. Scheduling conflicts
……
3. Write at the end
In general, 618, double 11...... With such a big promotion, the traffic/effect will decline due to the surge in content, so it is not recommended for brand merchants with low budgets (618 budgets less than 30w) to join in this kind of excitement. It is better to maintain the usual investment, do not increase the budget, and do not simply not invest, just maintain stability; Focus your time and energy on content delivery and on-site optimization on Taobao/Tmall
This article was written by Everyone is a Product Manager Author [Vic], WeChat public account: [Vic's Marketing Thinking], original/authorized Published in Everyone is a Product Manager, without permission, it is forbidden to reprint.
Image from Unsplash, based on the CC0 license.