Welcome to our June Newsletter.
6.18 shopping festival has recently concluded – A total of 250,000 brands participate in this year’s Tmall 618, which is 2.5 times that of last year. A total of 13 million products participate in offering discounts, of which 1.4 million are new products. We will be doing a deeper analysis and provide more insights in July newsletter, stay tuned.
In this issue, we look at several new marketing ideas. First, we cover DOOH across Shenzhen metro network. We have 2 key search ideas. E-commerce SEO or ESO across Taobao. We also cover content seeding and how to effectively optimise it across Tmall & Taobao.
We also cover a new insights report about Douyin e-commerce landscape & the rise of “interest e-commerce”. We wrap up this newsletter with App of the month –UC Browser – a leading browser on most mobile phones in China, their tight integration with Alibaba ecosystem & how to take advantage of the tmall data available for effective advertising.
From all of us at OctoPlus Media – Stay safe & take care.
Mia C. Chen
CEO & Co-Founder of OctoPlus Media
The Shenzhen Metro currently has 10 operating lines with a total length of 380 kilometres and 260 stations. As of March 2021, the average daily passenger flow was 5.6737 million.
The Electronic Media System
The Shenzhen Metro electronic media system uses the video playback function of the subway passenger consultation system to display information to passengers at a designated time through the control centre, stations and train-related equipment, realizing online live video of the entire route. This information has both audiovisual effects and uses comprehensive means such as language, sound, text, image, action, and performance to spread the information.
Content Search Engine Optimization or CSEO is a marketing solution whereby articles about a product or service are promoted via search optimizing on major search engines.
Instead of direct advertising promotion, content on Taobao series is positioned as “consumer media” and “consumer community.” The content depends more on high-quality channels, such as good products, short videos, must-buy lists, Taobao headlines, Weitao, etc. Product promotion content is created and released in accordance with the grasp of quality channels by various quality experts.
The phased brand building is to export the topic content through Taonei’s core resource channels (Taobao headlines, good products, wow videos) to increase the brand’s exposure on the site.
The phased construction of the product is based on the content to drive readers’ awareness of the product. Under the long-term planting of Taobao’s various channels (Taobao headlines, good products, must-buy lists, crowd cards, etc.), the content is gradually introduced to create positive awareness of the product.
Internal Channel Resources：
Taobao Toutiao – provides an information platform that leads the trend of life consumption. It is China’s largest online consumer media platform. Every month, more than 80 million consumers obtain the latest and highest quality consumer information content through Taobao Toutiao. Taobao headlines are divided into the most headlines, wearables, digital control, and foodies. Below each section, different categories of content information are provided, mainly for brand, store and product exposure. After the copy is put into use, the exposure of a single article can gain over 2.5 Million views.
Goods – new gameplay of content marketing. There are several columns such as selection, encyclopedia, seeding, and overseas shopping. The precise display of thousands of people and thousands of faces on the entire network in the form of single products can help the store to obtain accurate fans. The exposure of a single article in the seed section can be 676,000, and the number of interactions is more than 8,000.
Must buy list – new gameplay of content marketing, a professional list, to help users do purchase analysis, detailed descriptions of products and in-depth sorting. There are several columns such as dressing, playing handsome, make-up, and buying a home. The precise display of thousands of people and thousands of faces in the form of single products or lists can help the store to obtain accurate fans. After placing it under the home column of the must-buy list, the cumulative exposure can reach 220,000.
Wow video, evaluation – show the selling point of the product in the form of video. Videos tend to focus on the buyer’s point of view, introducing the selling points of the purchased product. Use real evaluation experience to introduce products to users so as to achieve planting and conversion.
Weitao – based on the product, the content and interaction surrounding the product and purchase is what users expect to see and participate in on Weitao. Therefore, content that can solve consumer shopping pain points or stimulate new consumer demand, and at the same time contains related product shopping guide links, is the high-quality content that meets the micro-shopping environment! Typically articles can have 53,000+ impressions, and the number of interactions has reached 12,000+.
SEO stands for Search Engine Optimization, which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. SEO is a critical necessity for e-commerce as it will grow your sales. Your products need to rank higher than your competitors, and they need to display the right way so some potential customers can find the right products they need, that’s the reason that our ESO solution (E-commerce SEO) was born.
The best ESO Strategy we will provide:
Create a healthy brand consumption ecosystem through a combination of content guide, keyword search, KOL review & channel distribution. Constantly enrich the user reach path, activate future consumption growth points and accurately target the high-demand users.
The Taobao series content is positioned as “consumer media” and “consumer community”. Doing content in Taobao series is more depends on the quality of the channel, such as: AAAAA, etc. Therefore, product promotion content should be created and released according to each web celebrity’s grasp of quality channels.
A holistic approach to managing customer acquisition & retention via search & search-powered strategies. Besides E-Commerce Search Optimization (ESO), our approach builds on traditional SEO & includes more advanced strategies including App Stoe Optimization (ASO), Social Search Optimization (SSO), Content Search Engine Optimization (CSEO), viral word of mouth amplification, reputation management and more.
Please Contact Us if you wish to learn more!
In 2020, online consumer demand grew rapidly, and Douyin e-commerce has become a hot spot in the industry. Douyin e-commerce has triggered the massive consumption demand of more than 600 million daily active users, realizing efficient conversion from user interest to consumption realization.
E-commerce industry trends:
Affected by special events around the world in 2020, the overall retail industry consumption is slowing down. According to eMarketer’s forecast, the global online retail market will reach 4.28 trillion USD in 2020, with an annual growth rate of 27.6%. In 2021, the development momentum of online retail will continue unabated, with an estimated growth of 14.3%. At the same time, online retail accounts for an increasing proportion of total social consumption, about 19.5%.
2. Live e-commerce
Live e-commerce is centred on visual product content, shortening the consumption link, and attracting enterprises and consumers to join at the same time.
From the perspective of the supply side of the live broadcast e-commerce market, there are more than 28,000 new live broadcast industry-related companies in 2020, an increase of 5 times year-on-year. According to data, in total there are 39,000 enterprises related to live-streaming.
From the perspective of the demand side of the live broadcast e-commerce market, according to CNNIC data, as of December 2020, the number of e-commerce live broadcast users was 390 million, accounting for 62.9% of the total live broadcast users, an increase of 46.4% from March 2020.
In an environment where policies drive the healthy development of live e-commerce, the supply-demand relationship of live e-commerce has also promoted the rapid growth of live e-commerce. According to third-party statistics, in 2020, the scale of live e-commerce transactions will exceed one trillion yuan, and the annual growth rate will be as high as 142%, leading the e-commerce market. Currently, the market penetration rate of live broadcast e-commerce is only 8.6%, and there is still huge room for growth in the future.
Douyin’s GMV increased by 50X
At the beginning of 2021, Douyin e-commerce closely connected the ecosystem of “users, merchants, talents, institutions & service providers”, and officially launched the new concept of “interest e-commerce” at the Douyin E-commerce Ecology Conference. In the past year, Douyin has served as the entrance to Douyin’s e-commerce business, and the transaction volume has grown rapidly. In January 2021, it increased by more than 50 times compared with the same period last year. As Douyin e-commerce has become a long-term business position for more and more brands and merchants, a new online retail track has begun to take shape.
For Douyin e-commerce users, women are the main purchasers, and men have grown faster in the past six months.
The scale of Douyin e-commerce creators and per capita income continues to grow rapidly. In the second half of 2020, GMV increased by 588% year-on-year compared with the first half of the year. As of January 2021, the number of anchors who received e-commerce revenue has exceeded one million.
Creator age: 18 to 45 years old mainly
Distribution of creators: TOP3 provinces Guangdong, Zhejiang, Jiangsu
The 2020 Douyin e-commerce TOP30 sub-categories are analyzed, and the second half of 2020 is compared with the first half of the year –
Douyin e-commerce has become an explosive field for new products: Douyin e-commerce is a popular destination for a large number of users to chase “new”. Under the strong demand for new products from users, various industries have released new products on Douyin, and the new products of the platform present six major products. “New Features”: “New Marketing”, “New Design”, “New Scene”, “New Function”, “New Ingredient”, “New Technology”, covering various industries.
UC Browser is a browser for mobile phones and computers, developed by China Univision Technology Co., Ltd. and acquired by Alibaba Group in 2014.
UC advertising is especially based on Ali big data, which can realize a multi-scenario marketing platform.
In addition, UC ads can also be targeted for promotion based on Taobao’s purchase records. For example, the consumption power on Taobao, or the products purchased on Taobao as targeted promotion, can achieve efficient delivery and more precise contact with the target population.
UC advertising can be based on Alibaba’s unified consumer identification data system and can grasp multi-dimensional data of real users, fully understand consumers, and make more accurate information recommendations for the same user at different stages, different locations, and different interests.
Information flow advertisements are advertisements that are mixed with content, which are more friendly and accurate to deliver advertising information in a way that blends with the content. The general form of micro-text images and links are currently also played in the form of video streams, which are placed in accordance with user behaviour and the big data accumulated on the platform so that the advertisement is more closely matched with the target group.
Performance ads that appear on the content page, the last page of the picture, and the video book.
The advertisements that appear when the APP is launched are generally presented in the form of pictures or videos. The display time is between 3-5 seconds and will be automatically closed after the display is completed. When the user clicks, it can jump to the landing page.
– End of the Newsletter –
A Joint Collaborative Initiative By OctoPlus Media & China Trading Desk
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