As policies to promote consumption and expand domestic demand continue to be stepped up, this year’s Double 11, as an important window to accelerate consumption recovery, has high hopes from all parties. Major platforms have offered overlay discounts such as full discounts and tens of billions of subsidies, and focused on simplifying event rules and improving service experience, effectively stimulating public consumption enthusiasm. According to public data, as of 0:00 on November 11, Tmall had 402 brands with sales exceeding 100 million yuan, and the sales of 38,000 brands increased by more than 100% year-on-year; JD.com’s 11.11 cumulative sales of more than 60 brands exceeded 1 billion yuan, and nearly 20,000 brands The transaction volume increased by more than three times year-on-year; three days before the “11.11” promotion, the number of users of Pinduoduo’s tens of billions of subsidies exceeded 620 million yuan… The outstanding report cards of each company highlight the strong consumption power of the public.
At the same time, rational consumption is becoming the mainstream of this year’s Double 11. Facing the Double 11 promotion, which is entering its 15th year, people are calmer. The “2023 “Double 11″ Annual Research Report” recently released by global consulting company AlixPartners shows that rational consumption is gradually replacing emotional and impulsive shopping, and the consumption of daily necessities such as daily necessities, beauty and personal care products is the strongest. .
This can be confirmed by the Double 11 sales of the well-known daily chemical brand Blue Moon: on the JD.com platform, Blue Moon topped the 11.11 clothing cleaning list for the entire period; on the Douyin Mall Double 11 Good Things Festival Beautiful Luxurious Life Double 11 Cleaning List In the battle report, Blue Moon topped the Peak brand list, Blue Moon official flagship store ranked first in the Peak store list, and Blue Moon clean laundry detergent also became the TOP1 product on the good product list; in the Tmall Supermarket Double 11 user favorite brand list, Blue Moon ranked TOP2 in the household cleaning category.
Market participants believe that market demand is constantly changing, and if companies want to continue to maintain their dominant market position, they must actively adapt to and even grasp changes in advance. This may be the core reason why Blue Moon has been able to achieve good results in the Double 11 promotion for many years in a row – it always adheres to the “consumer-centered” approach and closely focuses on the changes in consumer demand to innovate or deepen products, marketing, and channels. , thereby continuing to gain long-term recognition from the market.
Keep up with changes in consumer demand and use technological innovation to help consumers upgrade their cleanliness
As an old daily chemical company that has been focusing on the clean business for 31 years, Blue Moon continues to use technological innovation as the driving force to bring high-quality products and services to consumers. For a long time, Blue Moon deep cleansing care laundry detergent, special laundry detergent for hand washing, antibacterial hand soap and other classic products have continued to be favored by the public. According to statistics from the China Federation of Commerce and the China National Commercial Information Center, Blue Moon laundry detergent has ranked first in the comprehensive market share of similar products for 14 consecutive years (2009-2022) and hand sanitizer for 11 consecutive years (2012-2022). During this year’s Double 11, Blue Moon Deep Cleansing Care Laundry Detergent was also listed on Tmall’s authoritative list – Tmall’s Double 11 Home Purchasing List, becoming a must-have item for many consumers to stock up on when cleaning clothes at home.
Today, rational consumers are paying more and more attention to the quality and practicality of products. As for home cleaning products, in addition to paying attention to the cleaning effect, many consumers also include factors such as dosage, convenience, and whether it is environmentally friendly into the product experience. Therefore, the Blue Moon Supreme Concentrated + laundry detergent, which adopts a low-foaming and easy-to-bleach concentrated + formula and a “1 pump 8g” precise metering pump head design, can be used in the fast washing mode of the washing machine, bringing a convenient and efficient washing experience. This product has received many praises such as “saving consumption”, “protecting the environment” and “does not take up space when storing”, and is very popular in Tmall supermarkets.
In recent years, the trend of consumer segmentation has become more and more obvious. This year’s Double 11, many products catering to personalized needs have entered consumers’ horizons. Kitchen air conditioners, plumbing blankets, Tahitian pearl jewelry and other niche products are very popular. In the field of daily chemicals, Blue Moon’s segmented products such as collar detergent, laundry detergent for underwear, silk wool detergent, and Jie Porcelain are also particularly popular. At the same time, Blue Moon continues to innovate in technology and develops more high-quality and diversified segmented products to continuously help consumers upgrade their cleanliness. For example, sports laundry detergent specially developed for sweaty sports scenes can effectively remove sweat odor and inhibit the generation of sweat odor, so it is loved by sports people. At the Blue Moon JD.com self-operated flagship store, consumers left comments such as “strong cleaning power”, “fresh smell” and “effective in removing sweat odor”. It is worth noting that in the travel-size laundry detergent rankings released by JD.com, Blue Moon sports laundry detergent travel size and Blue Moon hand-washing special laundry detergent travel size have long been ranked TOP3. This reflects that consumers are more likely to sweat during business trips and travels. In addition to the basic cleaning needs of clothes, they also want to keep clothes fresh and sweat-free. The Blue Moon Sports Laundry Detergent Travel Pack, which can remove sweat odor and is easy to carry, is just right. Taking care of this subtle but important need of consumers.
Practice knowledge marketing to continuously enhance brand value
Affected by the concept of rational consumption, today’s consumers’ requirements for product experience are constantly increasing. In addition to paying attention to product efficacy, they also look forward to whether products can bring more value to themselves, such as emotional value, knowledge and experience, etc.
This is what Blue Moon has been doing. In order to provide consumers with a better cleaning experience, Blue Moon continues to practice its unique “knowledge marketing” path. In addition to providing products, it also focuses on providing consumers with comprehensive and three-dimensional washing knowledge and product usage methods. Help consumers truly solve their washing problems and create more value for consumers. In this process, it also successfully established a professional brand image and created differentiated brand recognition.
Specifically, Blue Moon has established a professional and sound consulting service system. It not only dispatches cleaning consultants with rich cleaning care knowledge to supermarkets and hypermarkets offline, but also opens online voice hotlines and official websites for more than 40 consumers. Communication channels, provide detailed instruction on product use, and continue to answer questions for consumers.
In addition, every important event such as the annual Blue Moon Festival and Double Eleven promotion is also a good opportunity for Blue Moon to practice knowledge marketing and convey scientific washing knowledge and clean lifestyle. For example, during this year’s Blue Moon Festival, Blue Moon not only went to communities, shopping malls and supermarkets to conduct offline science popularization, but also sponsored the CCTV Mid-Autumn Festival Gala and Hunan Satellite TV Mid-Autumn Night, interacted on social platforms, and communicated deeply with consumers. During this year’s Double 11, Blue Moon popularized clothing care knowledge in its self-operated live broadcast rooms. While upgrading consumers’ product experience, it also enhanced consumers’ perception and favorability of the product.
At the same time, during this year’s Double 11, Blue Moon further expanded the scope of brand traffic and enhanced public brand awareness. By creating full-brand matrix marketing on Douyin, Blue Moon accumulates traffic potential and helps the brand achieve popularity growth and value enhancement. In the first-week battle report of Double 11 released by Douyin, Blue Moon ranked top 1 in the household cleaning category in the daily chemical maternal and infant industry.
Deepen omni-channel layout and continuously expand consumer reach paths
In addition to product and marketing efforts, omni-channel layout is also a core factor that has enabled Blue Moon to maintain its leading edge in major promotions many times. Marketing guru Philip Kotler believes that companies should go all out to discover distribution channels. The more distribution channels, the closer the company is to the market.
Blue Moon adheres to the consumer-centered omni-channel strategy, adhering to the channel construction concept of “Wherever the consumers are, Blue Moon will distribute its goods”, and continues to promote channel optimization in depth, covering as many markets as possible and reaching more people. Multiple consumers open up a wider market space for product penetration.
Blue Moon continues to consolidate its online dominance. After seizing the opportunity and early deployment in the field of traditional e-commerce platforms such as JD.com and Tmall, Blue Moon has gained insight into the rise of content e-commerce, and has efficiently deployed emerging platforms such as Douyin and Kuaishou. It has continued to deepen its efforts and achieved repeated success. In Douyin Mall’s Double 11 Good Things Festival and Luxury Lifestyle Double 11 Clearance Report, Blue Moon topped the top brand list, and Blue Moon’s official flagship store also ranked first on the top store list.
In recent years, various parts of the country have been promoting the construction of various types of quarter-hour convenient living areas. Studies have shown that more than 50% of urban residents’ daily consumption expenditures are concentrated within 1 kilometer of the community. The quarter-minute convenient living circle contains huge consumption potential, and there are also many unsatisfied consumer needs. Therefore, Blue Moon continues to optimize and expand its offline distribution network, and is committed to expanding its distribution network coverage to convenience stores, fresh food supermarkets and small and medium-sized local stores, fully integrating into residents’ living circles, and jointly building a “15-minute convenient living circle” to bring A more high-quality and convenient consumption experience for a wider range of consumers.
It can be seen that Blue Moon continues to optimize channel construction and continuously shortens the reach radius of consumers with multi-touch point and omni-channel layout, which also brings broad market growth.
Industry insiders pointed out that during this year’s “Double 11” period, multiple e-commerce platforms frequently performed well, showing that the vitality of my country’s consumer market continues to increase, which will help companies gradually resume their development momentum. For Blue Moon, it can be seen that it has achieved strong moat advantages in terms of products, brands, channels, etc., and it is expected to rely on its product diversification innovation and brand innovation marketing in a more favorable environment in the future. , deepening the omni-channel layout to further consolidate industry advantages and promote the company to achieve long-term high-quality development.
Disclaimer: This article is for reference only and does not constitute investment advice.
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2023-11-15 09:49:00
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