Li Jiaqi'S "Double 11" Screen Is Understood.

Time and loyalty are the targets of the competition.

This year, "double 11" has no doubt set a new record, breaking tens of billions in 96 seconds, breaking hundreds of billions of dollars in 1 hours, and Jingdong and suning.com soon issued a "break x billion" news. It seems that consumers' enthusiasm for buying has not declined because of the economic downturn.

But it has to be said that it is not easy for consumers to buy a single item far away, and this year's double 11 marketing is not a new way to play. Live broadcast and sink may be the "culprit" of emptying the consumer wallet, and this is exactly what Alibaba CMO Dong Benhong has been emphasizing in recent years on the concept of "global marketing".

Global marketing means that through data analysis and other technical means, different advertisements can be put forward according to different people's preferences and consumption habits, so that consumers can gradually recognize brand names from love to purchase and then establish loyalty. Global marketing can effectively expand the consumer platform, enhance the efficiency of brand communication, and compete for competitive heights.

Therefore, Tmall this year's "double 11" is a force to raise the brand conversion rate. On the 21 day of Tmall's "double 11" launch meeting, Taobao and Tmall President Jiang Fan repeatedly stressed that brands and consumers are more important than GMV. "Double 11 this year, we not only look at the data of GMV, but introduce more commodity supply with brand partners to meet the needs of different consumers and achieve more purchases."

For sports brand, the old game "discount" needless to say, the new play "live broadcast" basically did not lag behind. However, the current live broadcast method is not really suitable for sports brand, whether the volume is really as hot as expected, and whether it can match the brand's pay, maybe we need to ask a question mark here.

　　 Live broadcast: special crowd + user interaction + low price explosion to drive GMV increment

1 hours after the opening of Tmall double 11, Taobao Tmall President Jiang Fan summarized the opening hours' first hour results, saying that new consumption entry, new supply and Taobao live broadcast have become an important factor in driving growth.

Taobao live broadcast is the absolute highlight of Ali's "double 11" GMV this year.

Taobao's live broadcast has created a lot of amazing data. According to official data released by Taobao, on the first day of the "double 11" pre-sale in October 21st, the live broadcast of Taobao led to an increase of 15 times compared with the same period of last year. There were a number of single products sold in advance, breaking through 100 million. The Estee Lauder who launched the live broadcast of Li Jiaqi was the best, with a turnover of nearly 500 million yuan in the 25 minute pre-sale.

During this year's "double 11" pre-sale period, almost all sports brands chose to live in Taobao live and fight for the attention and time of fans. Taobao's live broadcast has also provided many resources and interests to the brand, including the venue roof, the window, the focus map, the plug and so on, so that consumers can't guard against it.

Despite the mention of Taobao's live broadcast, many people's first associations are Li Jiaqi, Wei Ya, and so on. But in fact, the live broadcast of brand businesses is the half of Taobao's live coverage. Zhao Yuanyuan, director of Taobao's live broadcasting operation, revealed that at present, more than 90% live broadcast live from Taobao is still coming from businesses. The broadcasts are only part of the boost.

The live broadcast of sports brand is mostly carried out online in the retail store. Since the anchor can be taken up by many people, a live broadcast can take more than ten hours, and the live broadcast of a five or six person anchor can basically be called a model worker.

And people expect to enter the live broadcast is the "buy buy buy" situation is different, sports brand live broadcast often with the "show" nature, sometimes the introduction of a half day, probably not as direct anchors directly to the upper body to show you the effect. After all, sports products are not suitable for impulse consumption. Through live broadcast, the anchor can not only introduce the product more three-dimensional, but also more importantly, it can interact with the audience in real time. This interaction is not a "send a luxury car to a rocket", but a customer service nature. The anchor will not only answer questions posed by the audience, but also try out a product for audience needs.

But this is not the killer of Taobao live broadcast. "Low price explosion" is the main method of live broadcast. No matter how much discount the product itself has, it will definitely get more favorable strength in Taobao studio, which is the main reason for attracting audiences. In the process of brand live broadcast, it often provides a single chain, or provides consumers with a secret code. Consumers can change the price when they are in contact with the flagship store customer service.

In addition, people who want to see the brand live are often the people who have the intention to purchase. Most people will not open the brand to sell live broadcast for entertainment (although it is possible to broadcast the live broadcast). Therefore, Tmall can also accurately target consumers through the live broadcast platform. In the future, increasing the specific brand advertising efforts of the group and building brand loyalty are very consistent with Dong Benhong's concept of "global marketing".

After the sale in October 20th, "diligent" Lining would broadcast nearly 16 hours a day. In the brand real-time heat list, Lining can be said to be the top 50 frequent guest, the highest may reach more than thirty, but it is also difficult to have upward space. According to the analysis of the live black box Growthbox for the live background data, the sales volume of Top100 products sold by Taobao is mainly concentrated in the beauty skin and make-up area. The ratio of the two products is more than 50%.

Anta, PEAK and other brands are also performing more than ten hours of live broadcast every day, less intense than Lining. It is hard to see them in the top 50 of the brand's real-time heat rating.

Perhaps it is obvious that the category difference is too obvious. Taobao has redesigned the list of categories. The sports brand which originally belonged to the "brand live" list was divided into the list of "big sport" separately. On the day of "double 11", it was then divided into the list of "best Costume" list with other clothing brands. As a result, brands such as Adidas, PEAK, Skech and FILA can also take the lead. Sports brands account for about 20% of the list of "best dressed brands".

The heat ranking is related to factors such as live time, frequency of fans interaction, purchase volume and so on. Fans can also help brands rush. For example, FILA can broadcast more than a dozen hours at a time, but the live broadcast time is not fixed, not every day. Adidas has a live broadcast every day, only 4-5 hours a day.

Nike seems to be not particularly keen on live broadcasting. As of now (November 11th), Nike only has a Tmall super brand Day party released in August 8th, and there is no selling video during the double 11 period. But this does not affect Nike's turnover of over 100 million in a few minutes.

In fact, in general, live broadcasting or network anchors are more dynamic and extensive. Li Jiaqi arrived in the 11 hours of the morning of 6 hours in November 10th to 36 million 820 thousand and 900 times, compared with the head sports brand: Adidas 11 hours 1 million 254 thousand and 800, Lining 16 hours 528 thousand and 800, Anta 13 hours 410 thousand and 900, Skech 12 hours 299 thousand and 700, Fila16 hours 299 thousand and 700...... All together may not be less than Li Jiaqi's fraction.

However, some analysts believe that the future of the brand live broadcast and the live broadcast of people will become increasingly blurred. Zhao Yuanyuan said that the future may be born "super live agencies": "both people's freight yard three aspects, in the human side has the anchor system, in the goods end has the independent supply chain, the independent factory, the self brand, the field end has the rich electricity supplier and the line operation experience, somewhat resembles Zhang Da this red man shop, including the advertisement company, the MCN organization, the merchant, the supply chain's four in one effect."

　 Sinking: price is still the main battleground, and platform subsidy is needed under brand discount.

In the past two years, the sinking market has played an important role in the market competition of major e-commerce platforms. Jiang Fan said that over the past two years, Taobao has added more than 200 million subscribers, of which more than 70% come from the sinking market. Ali this year to help Juhuasuan again, the main "price power", continue to move towards the sinking market.

At present, Juhuasuan is enjoying the "super treatment" in the core business block of Taobao App home page, and nearly half of its pages are occupied, including Juhuasuan, Amoy rush, daily sale and so on.

"Customization" is still the highlight of Juhuasuan besides price. This year's "99 cost-effective Festival", Juhuasuan launched 200 customized products, and finally two days in September 9th and 10th turnover reached 58 billion 500 million, almost 1/4 of Tmall GMV in 2018. And double 11 Juhuasuan continues to launch customized products, "joint 1000 brands, and jointly customize 1000 explosive products" is the main goal of this year's double 11 Juhuasuan.

Juhuasuan's joint sports brand launched a lot of exclusive customization for many consumers. For example, Air Jordan 34 basketball shoes are the new start of the double 11 period.

This year, the main force for the sinking market is no longer Juhuasuan than usual. The Jingdong also joined the war.

In this year's Jingdong's "double 11" conference, the theme of "sinking" almost runs through the whole stadium. The predecessor was a new platform for "Jingdong to buy together". "Jing Xi" was released in September. In October, it launched the WeChat first level entry small program to create a special WeChat ecosystem. Unlike Tmall and suning.com, which started selling in advance in October 20th, Jingdong started a big promotion in October 15th, while Jingxi made a breakthrough in less than 1 million hours before the first day.

Tmall has carved out "divide 2 billion", while Jingdong has come up with "over ten billion subsidy". The "ten billion subsidy" is a strategy to use more in 618. The pressure that Jingdong faces is much greater than that of Juhuasuan. In a recent internal speech, Huang Zheng pointed out that a lot of practical GMV has surpassed Jingdong. After the closing of the US stock market on 24 October, the company's share price, which has been established for less than five years, has reached a record high of $46 billion 400 million, becoming the fourth largest Internet Co in China after Ali, Tencent and the US group.

The "Shou Fang Fang" has a lot of competition. This year, the double 11 pre-sale period is slightly understated. Apart from the App icon with 11.11 words, it can't open the main page or even find the "double 11" element, and there is no need to kill time and share the game. It was not until October 30th that it announced its dual 11 marketing plan. It is still a "ten billion subsidy", of which 3C products are the most heavily subsidized.

In 2018, a lot of brands were also on the same line as Tmall flagship store. Adidas, Nike, Puma, Andrea and other sports brands have been settled, and many of them are trying to get rid of the negative image of "cottage products".

In this sinking battlefield, the discount of sports brand is still very strong this year. Nike and UA both played "more than half off" slogans. Almost all products of Lining and Anta joined Juhuasuan. Adidas continued last year's strategy of "grounding the gas", and launched a burst of yeezy limited amount of time sales.

Lazy bear sports compares the double 11 prices of three products of the same product of Lining and Nike. Lining's understanding 2 ABCM052 three party price difference is not big, the original price 549, arrives at the price 350-400 yuan, Juhuasuan's product source is the Juhuasuan Tmall flagship store, the many product sources are the certified brand store, Beijing Xi's product source is a specialized shop, the shop brief is the Lining official authorized store.

Adidas's classic clover shellfish C77124 price difference is relatively large, the original price of 799, Juhuasuan's price is 659 (source is Adidas flagship store), spelling a lot of price down to 429 (source is a lot of Adidas brand store), Beijing Xi's price is down to 409 (source is Tao Bo official flagship store). However, Jingdong and many spells have billions of subsidies, which is the price after Adidas brand subsidies.

To sum up, this year's double 11 "big test" campaign brand has caught up with the rhythm of the big army as a whole, and the number of "double 11" transactions is constantly being refreshed. Price war can be said to be the basic skills of all major brands, but the application of live broadcast will be an important window for brand sales and inventory in the coming period. Due to the fact that live broadcast is new, the content of live broadcast of sports brand is more serious this year. Whoever can play a different hand can be a powerful means for fans' time and loyalty in the future.