How to promote the Children's Day Douyin e-commerce theme products? These 16 big brands choose to collectively "go small"

As 618 approaches, how can we promote the hot-selling products on Douyin e-commerce for Children's Day? The "Super Product Day" that customizes products and gameplay around the same theme may bring new inspiration. What impact does the joint online and offline promotion of Super Product Day have on the long-term construction of the brand before the big promotion? The author of this article will take you to find out.

"This kind of activity is too childish for little kids, but it's just right for our group of older kids who are over 300 months old."

On the Children's Day just passed, 16 brands from multiple categories such as food and beverage, 3C trendy toys, and home furnishings participated in the Douyin e-commerce Super Brand Day joint marketing event with the theme of "Children's Day is super cute: big friends become little friends". Many brands launched customized mini models for Children's Day based on their own classic and best-selling models, focusing on the interesting logic of "big becoming small" .

For many marketers, the concept of "Super Brand Day" is not new, because there are many excellent cases of Douyin e-commerce DOU CASE. However, it is rare for a platform to take the lead and gather 16 big brands such as White Rabbit, Little Swan, Wuling Hongguang, and Lego at one time to customize goods and gameplay around the same theme .

DaoFa learned that during the 2021 New Year Goods Festival, "Super Product Day" used the big brand joint marketing model for the first time at the big promotion node. This June 1 Children's Day continued this model, with 16 big brands customizing goods and pallets around the same theme and conducting full-area marketing online and offline.

This phenomenon also triggered the thinking of knife skills:

Now we are in the 618 pre-sale stage. Why do brands choose to participate in an independent theme Super Product Day during the key period of the big promotion? What impact does the joint online and offline promotion of Super Product Day in the early stage of the big promotion have on the long-term construction of the brand?

01 The 618 mechanism is released ahead of schedule. How attractive are the new scene-themed products to attract new customers?

Not long ago, Daofa talked with 15 brand people/operators about several trends in mid-year promotions and found that there were two most frequently mentioned viewpoints. First, node marketing is becoming more and more normalized, and brands are less and less dependent on mid-year promotions; second, hot-selling products are still useful for attracting new customers, but they need to keep pace with the times.

After analysis, Daofa believes that these two consensuses are precisely the next key points for brand marketers to break the puzzle and seek growth. Among them, exploring "new scenarios" is becoming a new consensus among brand marketers.

Without mentioning the distant past, let’s take as an example the several brands participating in the 6.1 Children’s Day Douyin e-commerce Super Product Day.

According to the latest FACT+S model of Douyin e-commerce, namely: F-self-operated position, A-expert matrix, C-themed activities, T-top V, S-search, mall and store, the brand revolves around the event theme "June 1st is super cute: big friends become little friends". Their various gameplays not only focus on the self-broadcasting, Da broadcasting and short video fields of the content field, but more importantly, use product cards (the products themselves) as the carrier to link the content field and the shelf field to form a relatively complete business flywheel.

Specifically, the 16 big brands "collectively became smaller", which is mainly reflected in the brand side and the product side.

On the brand side , 16 brands collectively changed their names for the first time, such as White Rabbit to Little White Rabbit, Dabao to Little Bao, Little Swan to Little Swan, etc., allowing users to re-experience the fun of brand content and create interactive links with brands from a different perspective.

On the product side , 16 brands including White Rabbit, Da Da Bubble Gum, Gu Jiajia, Xiaodu, etc. have launched customized products. For example, Gu Jiajia customized a pet mattress for this project, which is only given away and not sold. When you buy a new adult mattress, you will get a pet mattress for free, so that "furry kids" can also celebrate Children's Day. This is also the first time that "Super Product Day" has used this kind of joint theme customized model to inventory goods.

Most of the brand's mini customized models are scaled-down versions of historical popular products, not limited to products on sale, gifts and peripherals.

In addition to the ability to attract fans by reusing classic and best-selling models, these new blockbuster products have also attracted many new fans for the brand.

Among these customized models, 28 popular products offer the lowest prices on the entire network, allowing users to enjoy the 618 mechanism in advance, and 3 are exclusive products for Douyin e-commerce Super Product Day.

We can see that Gujia mattresses had a buy a big get a small free sale, and sales exceeded 10 million during the 618 pre-sale period; the cumulative GMV of Pop Mart's MEGA collection series also exceeded 10 million in just 5 days; and 5,000 sets of the Da Da Bubble Gum Super Exclusive Gift Box were sold on the first day of its launch.

In other words, the brand continued the logic of "hitting new customers with hot-selling products" by leveraging the new scenes and customized models under the "Super Product Day" on June 1 Children's Day, and by attracting new customers, it once again promoted the customized products (including exclusive products) during the event into hot-selling products.

Continuing to look at the shelves and marketing areas, in addition to customized goods, there are many other highlights.

For example, when users search for "Super Brand Day" or "61 Super Cute" in the search box, they can also see the celebrity search Easter eggs, "Zhang Dada becomes Zhang Xiaoxiao". Users can also continue to be exposed to Super Brand Day related content in the shelf scene, attracting clicks on the event page. The total exposure of the event is nearly 1 billion.

In addition, the global marketing resources guided the 1 yuan lottery on the site. After only 3 days of 18 lottery products being online, the total number of fans increased by 240,000 through the lottery for all products .

As of May 30, the total payment GMV of 16 brands reached 150 million.

Through this Children's Day themed "Super Product Day", the brand can not only gain new fans, but also build a new consumption scenario for new and old friends of the brand. Especially for categories such as food and beverages, home life, etc., the popular parent-child scene during Children's Day can also be extended beyond the holiday and become another main scene for daily sales in the future.

Combining all the above cases, it is not difficult to find that the brand has verified the two major growth modes under the new FACT+S model on "Super Product Day". One is based on specific hot-selling products, and the other is to exert efforts through multiple matrices of shelves. Both will eventually feed back to the brand's "content + shelves" full-domain operations on Douyin e-commerce.

02 Taking themed super products as clues, how can omni-channel marketing enhance brand potential and leverage the BC end?

I wonder if you have noticed an interesting phenomenon. Take 618 as an example. Many brands only do e-commerce marketing, while the offline part is separated. The popularity online is not transmitted to offline at all.

Frankly speaking, this is also a waste of traffic and resources.

What is different from previous "Super Product Days" is that the single event of the June 1 Children's Day "Super Product Day" connects multiple online and offline terminals, and has a global impact on both the B-end and the C-end.

As mentioned earlier, big brands "collectively changed their names to become smaller" to celebrate Children's Day with users. At the same time, 21 celebrities including Cecilia Cheung, Hao Shaowen, Zhang Yuqi, Qi Wei, Huang Shengyi and others also participated, collectively transforming into "little friends" to continuously amplify the volume of the event on the site.

In addition to customizing creative posters and jointly promoting through the official online account, the event also linked up with GQ Lab to launch the "Super Q Lab" for a limited time, creating an offline mini market from May 28 to June 1. The market also linked up with Douyin Life Service and landed in Shenzhen Happy Valley, with a single event exposure estimated to exceed 100 million.

At the same time, the brand has further continued the online theme offline. A number of brands have linked up with Shanghai Hongqiao High-Speed ​​Railway Station and dominated the large screens of targeted terminals across the country. The overall exposure is expected to exceed 1 billion.

Intuitively, this kind of online and offline omni-marketing will bring together user traffic, which will eventually be taken over by event pages, Douyin Mall, product cards, etc. The more focused the user's attention is, the easier it is to bring about conversions.

This intensive promotion and accumulation of momentum has actually continued to help brands in their upcoming 618 promotions, achieving a double explosion in volume and sales during the pre-sale period. For example, during the 618 pre-sale period on Douyin e-commerce, Little Swan brand pre-sale GMV achieved a good result of ranking TOP5 in the home appliance and home furnishing industry.

It is not just about short-term exposure and conversion. In fact, platform projects like "Super Brand Day" can break away from traditional e-commerce promotions such as 618, flexibly choose the schedule, and exert their own marketing value.

Such cross-border brand collaborations led by platforms only need to combine with topic marketing such as 520/Mother's Day, festivals such as Mid-Autumn Festival/National Day, or social hot spots to find a suitable intersection point to realize the organization.

The above opportunities do not require brands to focus on the traditional "big sale" mentality, but can allow more brands that emphasize culture and tone to participate and tell users what they want to express.

In addition, in the actual implementation, there is also a point that brands should pay attention to.

Projects like "Super Brand Day" are different from traditional e-commerce promotions. It has transformed from "supporting business for the entire store" to "supporting business for key hot-selling products + joint marketing support". It helps brands achieve growth in new customers on the platform and in the mall through the supply of high-profile exclusive product rights for big brands.

In this way, the business of hot products will be easier to sustain, and the brand will not affect its overall positioning on the platform due to rash price cuts.

From a long-term perspective, in addition to business operations, brands need to pay attention to participating in "Super Brand Day" and other similar projects in a planned manner to focus on fan operations and cultural construction, and maintain and enhance their brand potential.

03 Analyst Comments

Once upon a time, DaoFa and the leading brands in different categories discussed a very basic but easily overlooked issue:

“Why do some more mature brands, which may not easily participate in other node activities, strive to participate in the "Super Brand Day"? "

At that time, "Super Brand Day" was just a small-scale project launched by some e-commerce platforms not long ago, and it was not as grand and resource-intensive as it is now. For the recognition of "Super Brand Day", these leading brands think long-term. They believe that if a brand's e-commerce sales are relatively good, then "Super Brand Day" must be a very efficient choice for it to convey its brand power on this platform.

Facts soon proved these brands’ predictions. Taking the June 1 Children’s Day themed Super Brand Day as an example, brands can achieve at least “three birds with one stone” through joint marketing of big promotions and Super Brand Day:

• It can tap into new groups and new scenarios, create new hot products, and bring new brand value
• Release some promotional benefits to consumers in advance, and form a crowd funnel on the eve of the promotion. On the basis of planting grass and conversion, continuously prepare for the concentrated outbreak of 618 and then do a good job of accumulating water.
• It can also enrich the label image in the minds of consumers, which is conducive to long-term brand awareness building.

As consumers become more and more indifferent to traditional e-commerce promotions and node marketing increasingly downplays the role of "promotion" in driving "sales", brands need to give consumers a reason not to miss, which means exploring new opportunities to enhance brand power in daily operations.

Judging from the current results, Douyin e-commerce "Super Product Day" deserves more attention from brands, whether it is theme inspiration, customized product strategy or resource allocation.

Author: Chu Qing

Source: Knife Skills Research Institute (ID: DigipontClub)