3 Chinese marketing news this week : Post Double 11 | Top tier influencers | How brands embrace Chinese traditional culture
Post Double 11 ： The most “unique” Double 11 in the history
“This year’s Tmall Double 11 is the most “unique” year.” Said Tmall President Fan Jiang. Why is it so unique in the Double 11 history? This year is the first large–scale shopping season since the pandemic. More than that, It is a chance for the Chinese people and the world to observe the recovery of consumption in China in advance.
According to data released by Ali, 5 million small and medium businesses and 250,000 brands participated in the 2020 Tmall Double 11. The total transaction value of Tmall Double 11 reached 498.2 billion yuan. The growth of Double 11 this year is positive and good.
What makes consumers feel most obviously different this year? They feel that the period Double 11 has become longer. The cycle increased from 1 day to 11 days. The products are diverse which draws a good consumer experience as they can buy everything online, therefore the turnover naturally raised. Consumers can buy hotpot, property, and cars in Double 11. For example, 40,000 hot pot vouchers were sold in 5 seconds.
2020 is a special year. The change in Double 11 is the result of the changes in the internet industry. We looking forward to the change of next year.
See you soon, Double 11.
2020 Tmall Double 11 Shopping Festival
The top tier influencers in Double 11 : Jiaqi Li vs Viya
According to Zhigua Data – Top Live Streaming List, Taobao live streaming related to Double 11 were ranked first by Jiaqi Li, with sales of approximately 10 million products. GMV is about 3.911 billion. Viya ranked second with sales of about 7,205,800 and GMV about 3.866 billion.
From the perspective of industry insiders, three reasons drove Jiaqi Li to become the most successful influencer. First of all, the allocation of resources is one of the reasons. On the one hand, Viya has to take care of and cultivate its own company’s influencers, and these influencers consume a lot of resources. On the other hand, Jiaqi Li is the team owner for Double 11. All resources are only for him.
Second, many consumers in first-and second-tier cities usually do not have much time to watch live streaming. During the Double 11 period, to buy cheaper beauty and skincare products, they will go for Jiaqi LI as these products are exclusive to Jiaqi Li’s live streaming.
Third, Jiaqi Li has improved in the rhythm of his live streaming compared to last year while Viya’s rhythm is slightly chaotic.
All in all, we can see the reasons behind driving a top influencer. We can foresee that the trends of live streaming will maintain rapid growth for at least two years. However, 90% of KOLs did not make huge profits, while 10% of KOLs made 90% - 95% of the profits of the entire live streaming industry. No doubt that the competition is harsh for the new influencers.
Top TikTok influencers
How do brands embrace Chinese traditional culture?
Recently, a popular variety show called Mysterious paintings in Dunhuang has been aired on Douyin and Toutiao. The shows invited Zun Huo as a Dunhuang explorer to exchange and learn skills with three Dunhuang guardians. It brings a different Dunhuang a different cultural viewing experience to the audience.
Apart from the variety shows, many brands start to co-brand Dunhuang. From last year to this year, Mac, Pechoin, Carslan have successively cooperated with Dunhuang Museum and launched a limited series of cosmetic products.
As the younger generation's awareness of the consumption of national trends is increasing, the single visual aesthetics or the retro route can no longer satisfy the young generation. Ultimately, the brand’s status is determined by the personality of the brand’s culture, not the slight differences between products.
Product advertisement with Chinese culture
Special design edition for this week:
How do the brands cooperate with Tmall's Cat during Double Eleven?
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