Double 11 - upgrade from e-commerce craze to brand festival gala
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With the upgrading of consumption and the advent of the new era of retail, consumers' thinking and behaviors determine the brand marketing mode. That’s why Double 11, China’s largest shopping craze, has grown from commercial activities boosting sales to innovative brand-building opportunities. Alibaba’s ecosystem covering multiple platforms drives to digitally transform the retail industry with data and technology capabilities. And, this is the game for all.
The synergy created by Double 11 shopping festival amplifies the resonance effect among various members in the ecosystem. The collaboration among brands, Alibaba and top 4A agencies is also giving birth to new forces. Dentsu Aegis Network, the world’s leading communications group, has been playing an active role in shaping the future of brand building.
The group has a teams of experts line-up for e-commerce as one of the key channels for brands to connect and interact with their consumers, with strong capabilities in brand insight and data. Agencies within the group like Carat, Isobar, iProspect and &c. are all having their battle stations readied for 'Double 11'. &c. is the first agency in the industry to build up a dedicated e-commerce team and has developed a very mature operation system. Isobar China Group’s brand commerce consultant unit has a special e-commerce consulting team which provides consulting offerings including: E-commerce consulting & management , Commercial audit, Brand experience audit, E-commerce strategy, E-commerce localized brand guideline, Operation partner selection (e.g. TP in China) and E-commerce operation and optimization.
Content driven e-commerce
E-commerce is no longer a transaction platform, but can grow into a grand entertainment festival incorporating brand storytelling, social engagement and consumer experience. Based on the insights of the young maternal market, Carat helped Frisomom™ to explore a new marketing mode under new retail formats. Young post-90s mothers aged 26 to 30 are the target audience of Frisomom™ maternal milk powder. They are confident, optimistic, enterprising mothers who have independent thinking, dare to express themselves, actively enjoy pregnancy and are fond of exploring new lifestyles and pursing better self-expression. Frisomom™ seized the characteristics of young post-90s mothers, coordinated with Tmall Hey Box to advocate a new concept of pregnancy – “Better Me”, becoming the first famous milk powder brand in partnership with Tmall Hey Box. Besides precisely reaching the target group, Frisomom™ also innovated product packaging, launching “slogan bottle” such as “Selfie with baby ball is the most eye-catching”, “Show yourself before pregnancy, show your baby during pregnancy, always as the focus”. Meanwhile, Frisomom™ uses the popular mobile live platform to broadcast offline mother-to-be training, share scientific diet with mothers in pregnancy, insert dessert content using Frisomom™ maternal milk powder, not only to boost sales through traffic attraction, but also upgrade consuming experience, to create an “emotional” milk product.
Consumers enjoy fast access to new products
Previously, brands outside mainland of China took very long time to reach their consumers. This created risks in China’s fast-changing consumer market. Now with e-commerce platform, consumers enjoy fast access to new products. Alibaba’s Uni Marketing concept not only applies online, but also influences offline brands to use Tmall as the platform for new product launch. Isobar China Group’s client mamaway is a successful example. The Taiwan brand supports mums every step of the way with helpful tools, advice and encouragement, so mums can leap into Motherhood with confidence. Isobar helps the brand launch their new product on Tmall platform, leveraging creative branded content, IP resources, celebrity live shows, TV commercials as well as out of home exposure to create an overall online and offline brand experience.
Luxury brand gear up for China’s largest shopping craze
A survey of McKinsey Global Institute shows that 80% of luxury stores are concentrated in the China top 15 cities, but only 25% of luxury consumers living in these places. E-commerce effectively helps luxury brands to reach consumers in lower tier markets. And also the rising younger luxury consumer group in the 80s and 90s are the early and active online buyers. That’s why more and more luxury brands are gearing up for the online shopping battle. iProspect, the digital performance marketing agency within Dentsu Aegis Network, helps Burberry to work out new ways of selling on Tmall. The agency has very mature experience on Alibaba’s data bank applications. Leveraging the data bank, a series of users behaviors like clicking, browsing and searching can be traced and feeding back into market. iProspect started in August to do the target audience test model for Burberry, analyzing portraits of consumers, identifying high value groups, and reaching them with tailor made branded content.
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For further information contact:
Crystal Zhang
Corporate Communications Manager
T: (021) 3335 0888 * 6873
Notes to Editors:
About Dentsu Aegis Network
Part of Dentsu Inc., Dentsu Aegis Network is made up of ten global network brands - Carat, Dentsu, dentsu X, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 38,000 dedicated specialists. www.dentsuaegisnetwork.com