Changes of double 11 consumption behavior behind the two outbreaks From Ali mom digital marketing

The following is the Changes of double 11 consumption behavior behind the two outbreaks From Ali mom digital marketing recommended by recordtrend.com. And this article belongs to the classification: Electronic Commerce, research report, network marketing.

In 2020, double 11 will enter the era of “double peaks”. Under the two outbreaks, more choices of goods and more decision-making time have brought “double” happiness to consumers.

In 2020, the turnover of double 11 increased by more than 30% year-on-year. Greatly promoting the change of rhythm will inevitably lead to the change of consumption behavior. Whether we can accurately grasp the impact of bimodal rhythm on consumption decision-making, and whether we can have a keen insight into the differences of consumers’ mentality and behavior in the two outbreaks will become the key to whether businesses can grasp the business opportunities of “Time-space dislocation”.

On the eve of the preparations for the double 11, based on the continuous tracking of consumer behavior in recent three years, Ali’s mother’s research team deeply restored the overall impact of the bimodal rhythm on consumer decision-making, and further analyzed the differences in transaction people, consumer mentality, commodity preference and decision-making path in the two outbreaks. Based on this, this paper puts forward the prediction of this year’s double 11 group behavior and business management strategy suggestions. Hope to help businesses break through and lead in the fight in the Red Sea and overtake in the blue sea.

01. Double happiness after two outbreaks

Consumption heat increases, releasing richer demand

Under the two outbreaks, in the face of more choices of goods and more decision-making time, more consumer demand was released and stimulated.

During the double 11 promotion period in 2020, the number of collected / purchased commodities per capita reached more than 80, with a year-on-year increase of 35%; The number of categories traded per capita reached 6.22. On the other hand, behind the 30% year-on-year high growth of double 11 in 2020 is the full satisfaction of consumer demand.

People not only spend more: in the short 11 days from November 1 to 11, the per capita consumption exceeded 1200 yuan, a year-on-year increase of 16%; At the same time, people buy better: the average price of traded goods increased by 10% year-on-year, and the unit price of each piece exceeded 100 yuan.

Longer interactive cycle and fully control the marketing strategy

Bimodal rhythm also has a significant impact on platform transaction and traffic distribution, as well as consumer decision-making cycle. Bimodal rhythm creates more interactive opportunities and marketing contacts, so the brand has more time to reasonably layout marketing strategies according to different stages of consumer transaction decision-making.

From November 1 to 11, 2020, the transaction centralization index (concentration) of hand Amoy decreased by 17% year-on-year. Compared with 618 under the double peak rhythm of two years (2021 vs. 2020), Ali’s mother predicted that the “decentralization” trend of double 11 transactions this year may continue to strengthen. Transaction decentralization drives the distribution of inbound traffic forward: the traffic in the preheating week (October 21-31) in 2020 accounts for 3% higher than that in 2019. The competition between businesses for preheating weekly traffic and consumers’ mind may further intensify this year.

Based on the continuous observation over the past four years, Ali’s mother found that the category decision-making in the consumer promotion period does not start from the warm-up week, but lasts an average of 40-50 days, and has experienced three cognitive stages: category cognition and demand confirmation, category learning and active search, and baby comparison and collection and purchase.

Take facial makeup as an example. In 2020, consumers who made a deal on double 11 began to contact this category through relatively low-frequency baby browsing at the end of August, that is, they entered the stage of “category cognition and demand confirmation”, started high-frequency active search, in-depth exploration and learning in mid September, and entered the stage of baby high-frequency browsing, comparison, collection and purchase in early October.

By comparing the data of 2020 (double peak) and 2019 (single peak), Ali’s mother found that, on average, the decision-making start time of consumers in all categories of double 11 is 4 days ahead of the overall decision-making. Among them, the decision-making of women’s clothing, cosmetics, skin care and sports shoes started the earliest (about the end of August), while the decision-making of high customer orders, low Re purchase and heavy hoarding of goods, such as home appliances, pet products and coffee drinks, reached or even exceeded one week.

With the strengthening of the decentralization trend of transactions, Ali’s mother predicted that consumers’ category decision may be more advanced in 2021 double 11, and brand marketing should be laid out earlier than in previous years.

More opportunities to break out and incubate track stars

The upgrading and innovation of bimodal rhythm gives new brands, especially small and medium-sized businesses participating for the first time, more time to prepare. The two outbreaks gave the brand more time to interact with consumers, and also provided the brand with business opportunities of “space-time dislocation” due to the different mentality and behavior of consumers in the two outbreaks.

In the post materialistic era, people’s purchase behavior is no longer just the satisfaction of materialistic desires and the possession of goods, but the choice and construction of life time and space. The high degree of uncertainty, space-time fragmentation and anxiety caused by information overload in the mobile era will inevitably stimulate more specialized consumer demand and bolder consumer attempts. This provides an opportunity for the new brand to capture more attention and even rise suddenly on the subdivision track.

Ali’s mother observed that on the first day of bimodal promotion in 2020, more than 300 new brands won the sales champion of subdivided categories, 30 times that in 2019, and this data continued to grow during 618 this year. In addition to new brands, the misplaced competition opportunity promoted by bimodal has also become an important watershed for mature brands to expand crowd assets and awaken the second growth curve.

02. There are differences in happiness between the two outbreaks

Based on the above analysis, Ali’s mother can see that there are differences in consumer mentality and behavior decision-making in the two outbreaks. For the brand, whether it can have a keen insight into the differences in the two outbreaks and form the coping strategies in goods layout, consumer operation and marketing investment will become the key to grasp the business opportunities of “Time-space dislocation”.

Next, Ali’s mother will analyze the “happiness difference” under the two outbreaks from four aspects: category transaction, exploring new rhythm, consumer group and decision-making contact.

Consumption decision cycle is different

By comparing the data of two outbreaks in 2020 (November 1-3 vs. 4-11), Ali’s mother found that the decision-making cycle of consumers for the first outbreak is longer than that for the second outbreak.

After further dividing consumers into four types according to the length of decision-making cycle, Ali’s mother found that in the second outbreak, the proportion of ultra long decision-making cycle (more than 66 days) and ultra short decision-making cycle (0-1 days) was prominent.

Ali’s mother inferred that more irrational decision-making and impulsive consumption occurred in the second outbreak.

Brand consumption rhythm is different

In order to verify this inference, Ali’s mother further calculated the transaction proportion of each category in the two outbreak periods, and divided the category into the first wave of strong explosion (only the proportion of the first wave of transactions is higher than the overall platform), the second wave of strong explosion (only the proportion of the second wave of transactions is higher than the overall platform), and bimodal equilibrium explosion (the proportion of the two waves of transactions is higher than the overall platform).

Consistent with the previous inference: the first wave of consumption is more rational and just needed consumption within the plan, and the strong explosive hairstyle categories are mainly low customer list and high-frequency re purchase standard products such as color makeup, skin care, baby pet and health care products.

The prices of these commodities are relatively sensitive. Out of the principle of satisfaction, when the psychological price breaks down for the first time, consumers will clinch a deal. The second category is the explosive category, which is divided into high-frequency single and low-frequency re purchase standard products, such as home decoration, furniture and household appliances; And low customer list non-standard products, such as clothing, snacks and drinks. It corresponds to consumers with ultra long decision cycle and ultra short decision cycle respectively.

In the face of low-frequency re purchase of high-frequency customer orders, consumers often adopt the principle of maximizing discount. During the promotion period, they will continue to observe until the second wave of outbreak, which is different from high-frequency re purchase of low-frequency customer orders such as cosmetics. At the same time, the atmosphere and the time pressure near the end have promoted the impulsive consumption of non-standard products with low customer orders.

The rhythm of brand category out of the circle is different

It is found that for the categories that have been traded within a year, consumer brand repurchase and brand replacement occur for the first time, which also belongs to planned rational and restrained consumption. Brand upgrading behavior belongs to bimodal equilibrium outbreak, and planned upgrading is accompanied by impulsive consumption. The consumer category tasting, regardless of customer orders and consumption frequency, occurred in the second outbreak near the end of the promotion.

It is suggested that the brand should comply with the mentality of consumers and transform mature single products into old brand customers and friends at the same level to replace new customers in the first outbreak period.

At the end of the first outbreak, that is, from November 4, we can try to use new products or new marketing selling points to attract impulsive consumption upgrading, category innovation and lifestyle new customers.

After double 11 last year, some businesses reported that the choice of people in the second wave of outbreak would fall into a myth. Through the data, Ali’s mother asserted that the second wave broke out, and all potential customers and first-time buyers are worth doing again by the brand.

The data show that: in the first wave of outbreak, the transaction consumers of various categories accounted for 24% of the continuous consumption of the same category in the second wave of outbreak. In women’s wear, beauty makeup, mother and baby, personal care, snacks and other FMCG categories, the second wave re purchase population accounts for more than 30%.

In other words, even if it is the first wave of transactions, the potential brand customers are still very likely to continue to transform in the second wave. For the brand, it has the value of continuous crowd operation. Consumers who participated in the two outbreaks at the same time are more prominent in exquisite mothers, cutting-edge white-collar workers, senior middle class, and female groups with high energy consumption in generation Z. the single wave participants are concentrated in older male consumers and small town groups.

Different consumption decision paths

Ali’s mother analyzed the flow sources of the first wave of pre-sale (October 21-31), the first wave of pre-sale (November 1-3), the second wave of pre-sale (November 4-10) and the second wave of pre-sale (November 11), that is, which module consumers found and were attracted to click to enter and browse the product details, Compared with a flat pin week in September, try to find the differentiated contacts and paths of the above four stages.

Three findings:

1. Commodity recommendation plays a role in expanding cognition and stimulating demand in the process of consumer decision-making, expanding similar brand selection within planned consumption, and expanding brand and category cognition outside planned consumption.

Therefore, compared with flat sales, the recommendation scene plays a prominent role in promoting the whole process of drainage. In the first stage, it focuses more on the home page to guess what you like, while the recommended goods in the purchase (shopping cart) and after purchase (my order) are more prominent in the second stage.

2. Search is still the main source of store traffic, and the search scene that plays the role of learning and exploration under unknown categories plays a greater role in guiding the store in the second wave of warm-up outbreak stage.

3. Although the low price discount is the main theme of the promotion, the mind of “buying in play” and “looking for top goods” is accompanied by consumers in the whole cycle of the promotion. The data show that the interactive scenes such as gold coin, interactive city and Baba farm, as well as the sharp goods modules such as small black boxes, have a more prominent drainage effect in the big promotion period.

03. Marketing insight in bimodal rhythm

To sum up, based on the in-depth restoration of the overall impact of bimodal rhythm on consumption decision-making, Ali’s mother proposed that bimodal rhythm has brought three changes to the double 11 promotion, as well as three differences for bimodal and worthy of fine brand operation.

Three major changes

Change 1: more choices of goods, more decision-making time, more consumer demand is stimulated, and the heat is further promoted.

Change 2: the flow moves forward in the warm-up period, the trend of “decentralization” of platform transactions will continue to strengthen, and consumer category decisions will be more advanced.

Change 3: business opportunities based on “space-time dislocation”. More new brands may emerge suddenly, and mature brands use their strength to awaken the second growth curve.

Three differences

Difference 1: the first wave of strong outbreak of low customer single high re purchase standard products, and the second wave of strong outbreak focuses on high customer single standard products and non-standard products.

Difference 2: brand re purchase and peace for the first time. The bimodal balance of brand upgrading and the tendency of category expansion broke out for the second time.

Difference 3: recommendation, interaction and small black box play a prominent role in the whole process of drainage. Search is the main source of inbound traffic, which is more prominent in the later stage.

04. Five point business suggestions help the brand win the double 11

Based on the three changes and differences brought by the bimodal rhythm to double 11, Ali’s mother puts forward five business suggestions for the brand:

1. Start in September · implement measures according to time: brand marketing shall start layout in September at the latest, and reasonably plan the human and freight yard and creative communication strategy according to the cognitive stage of consumers at different times.

2. Upscale competition of new brands · new products of mature brands: new brands take advantage of “Time-space dislocation” to upscale competition, and mature brands penetrate the brand replacement and upgrade the early adopters with new products and new selling points.

3. Budget balance of large FMCG · two wave difference allocation of goods: budget balance of large FMCG. Mature items are transformed into regular customers, competing for equality, and it is recommended to move forward. Before new products, grab the brand to upgrade the crowd, and then compete for categories to expand new customers.

4. High customer single standard products and non-standard products · the front is lengthened and the center of gravity is tilted backward: for high customer single standard products and low customer single non-standard products, inventory and budget shall be reserved to the second band to attract category expansion new customers.

5. Recommend equalization · add code after searching · interactive small black box curve Overtaking: recommend two wave balanced allocation of resources. The importance of search is more prominent in the middle and later stages. Through interactive city and small black box, the brand has the opportunity to overtake in corners.

As the epidemic fades and the post risk era comes quietly, the recovery of consumption desire is accompanied by the incentive of business competition. Whether we can break through the red sea of fierce fighting and find the blue ocean opportunity of brand growth will be an important proposition in front of businesses. If the past operation was “dancing speed with thin ice”, then in the post risk period, it was “walking steadily in quicksand to win”.

The bimodal state provides businesses with the opportunity of “dislocation of time and space” in the promotion. Whether it is the expansion of new customers, or the breakthrough of new products, whether it is the layout of goods, or media investment, each link is pregnant with opportunities and hidden crises. I hope this report can help businesses better see the future and future, realize precision marketing, determine returns, and make every business count.

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