Reviewing Double Eleven, Four Not-to-be-Missed Brand Growth Cases 『DOU Out of Good Cases Vol.5

Now Double Eleven has gone through twelve years, all major platforms have formed a relatively fixed and mature method of play, brand competition is increasingly fierce at the same time, the marketing means also tend to be homogenized.

Combined with the current e-commerce industry is in a period of rapid development, the promotion of nodes are common, the user's attention is seriously cut distraction, so that the brand, the business in the face of the double eleven, more and more difficult to achieve explosive growth.

But there are always people who can break through the bottleneck, this year and what brands in the double eleven big promotion to stand out? Can their playing style be reused? What innovations and experiences are worth learning and borrowing?

This issue of DOU out of good cases selected official stack, Xiaoxian stew, love Yi clothing and PMPM four brand cases, take you to review their jittery e-commerce double eleven, explore the marketing methodology of the big promotion node continued growth.

Official stack: all-link three-dimensional communication, detonating the brand flower gum festival

Official stack was founded in 2018, as a Chinese new tonic brand, cut in with flower gum as the main category, and has gradually developed into a pioneer in the flower gum industry. This Double Eleven, the official stack linkage Shake Ecommerce marketing IP, to

Shake Ecommerce FACT matrix

in the

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marketing activities of the combination of the outbreak as the main means, in the Shake Ecommerce platform to create the flower gelatin festival, a week time to create more than 10 million GMV.

At the level of the goods strategy, the official stack of the whole series of products of the flower gelatin The outer packaging is newly upgraded to further present a personalized brand image. For user groups such as senior middle class and delicate mothers, Guanzhuang also launched a new nourishing product - freshly stewed sea cucumber, and 20,000 sets of Guanzhuang co-branded parcel cards to create a nourishing feast.

At the level of marketing strategy, Official Stack initiated the topic of #Body Younger Than You in Jitterbug, utilizing the content output of the Jitterbug Flower Gum Festival to deliver the brand's concept, shaping the path of the mind, and realizing the precise planting of pendant categories.

On the one hand, the horizontal linkage of multiple resources, with a combination of ShakeYin interest e-commerce play, support microblogging social interaction, radiation offline family scenes, etc., all-round diffusion of brand influence.

On the other hand, the vertical penetration of multi-dimensional content, with Charmaine, Hong Xin, Chen Falong 3 stars in the Greater Bay Area as the core, aggregating more than 30 emotional, food, fashion and beauty, mother and child, entertainment KOL, including the Guangdong couple, Chen Jiajia, continuous output of high-quality content, deconstructed to convey the brand's body is more youthful than you the value of the concept of occupying the mind to form a seeding for the official stacks of the Flower Gum Festival to help.

Xiaoxian stew: in-depth scene seeding grass, establish the user's mind

During the Double 11 period this year, Xiaoxian stew became the first on the list of Shake Shack's e-commerce nourishment category, and 74% of the users chose the monthly packages and the above cycle of products.

The biggest highlight is to establish users' mind through scene seeding, so as to influence users' consumption behavior. For example, not long ago, Xiaoxian Stew Freshly Stewed Bird's Nest Immersive Chinese Tonic Experience Store opened, and its new design concept completely broke people's perception of bird's nest. It effectively enhanced the perception of the freshly stewed bird's nest category and boosted user trust.

During this period, Xiaoxian Stew also joined hands with popular IPs to create celebrity hot topics and celebrity store visits, gathering traffic to complete cross-circle communication, allowing users to fully understand the history and culture of bird's nest and the production process of freshly stewed bird's nest in Xiaoxian Stew, helping the brand establish an emotional connection with its users, thereby solidifying consumer confidence in the bird's nest industry and realizing the precipitation of high-value users.

Through the online and offline communication, Xiaoxian Stew has formed a complete marketing chain, and gradually expanded the brand communication and occupation of users' mind, and finally realized sales conversion.

Aiyi Clothing: Open up new retail mode, build brand self-playing matrix

Since November, Aiyi Clothing's Jitterbug e-commerce main account has paid more than 700,000 GMV per day on average, and the GMV of a single payment has exceeded 1.2 million. At present, its Jittery Voice e-commerce new retail account single day turnover amount is about 20 times the daily sales of the store. This achievement has a lot to do with its continued exploration and deep plowing relying on the new retail model of the Jitterbug e-commerce apparel industry.

From the end of June, AiYiSuits mobilized offline 4,000 + stores resources, guide stores have ordered accurate users on the flip Jitterbug, for the main account precipitation fans, 4 months time the main number of new fans more than 2 million, incubated more than 500 new retail account system, and gradually establish a new online new retail matrix account business new position. At present, the average daily payment GMV of the five new retail main accounts of Aiyi clothing exceeds 50w, and the highest turnover of Aiyi clothing 2025 exceeds 100w in a single scene; the single day turnover amount of the Jitterbug new retail account is about 20 times of the daily sales of the stores;

Under the mode of Jitterbug's e-commerce interest in e-commerce goods looking for people, Aiyi's store accounts with different contents, goods, and areas can be distributed and reach the users with different interest labels. A brand, multi-point reach, to avoid the problem of users being diverted at the same time can also maximize sales opportunities. The new retail account matrix through the content operation, stable broadcasting, continued to increase the powder solid powder, the current number of fans reached 3.58 million, the average daily payment GMV exceeded 50 w, a single day turnover amount of about 20 times the daily sales of the store.

In terms of the goods structure, Aiyi suit optimizes the goods structure by combining the online new retail form. First of all, through the organic combination of offline pallets and online special supply, to create a new retail pallet. Secondly, online new retail discount styles to help create explosive single product. In addition, also through the planning of shoes and clothing with the proportion, to help consumers do a good job with the front, to maximize the rate of linkage, to promote the conversion, and successfully create a variety of single-session sales of thousands of explosive models. At the same time, the difference between the regular studio shooting of the store live scene, for consumers to bring a new immersive consumer experience, further enhance the sales conversion.

At the anchor level, AiYiSuits enabled the gold medal shoppers in the store to train them to become gold medal anchors, successfully solving the problems of recruitment difficulty, training difficulty, high cost, and personnel instability of the anchors, facilitating the continuous and stable output of the brand's concepts, and directly complementing the online scene of high-quality content, high-quality manpower requirements.

PMPM: short video seeding to create momentum, the new live delivery model is effective

During the Double 11 period, PMPM*** counted the payment of GMV more than 20 million, an increase of 400% over the same period last year. On November 3, PMPM also successfully made it onto the "Shake Ecommerce Beauty Real-time Hot List - Top4 on the overall beauty list and Top1 on the new skincare list with the White Truffle Set.

As early as September, PMPM made a clear plan for the marketing rhythm of the Double Eleven and split the goals into phases to achieve the goals from communication and marketing. Deconstructing the goal, gradually realize the transformation from communicating with the intention to reach the people, sending products for evaluation, to short video seeding, live diversion, and finally realize the big promotion marketing outbreak.

First of all, in the jittery e-commerce FACT matrix of A daren matrix operation level, PMPM from the brand tone, mostly shoulder and waist beauty draping daren as the main object of cooperation, including hitchhiking, is a honey honey ah, Zhang Tiehammers, ear fire, small sharks, etc., the short video roi more than 3.

Secondly, PMPM in the double eleven to focus on cost-effective product combinations, as a way to reduce user decision-making costs. Its rose series set price range is set at 99-299 yuan, and launched a variety of combination forms, bring users high strong preferential mind, contribute to the transaction.

Finally, PMPM also made an attempt at a new live broadcasting mode. Through the crowd package precision placement, the brand product-related short video exposure crowd put to the live broadcast of the person who has sent a short video of grass, making the single scene gmv increased by 500%, and the single product transaction conversion rate of 10.62%, significantly better than the whole field of other single products 2%-3%.