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Interviews with 10+ brand managers revealed 5 new 618 strategies | Morketing618 Column 1. Sales Pre-positioning Generally speaking , during a big sale, the biggest competition between competing products is price . As mentioned above , some consumers have begun to become more cost-conscious - they will go to various channels such as Tmall, JD.com, Pinduoduo, etc. to see how much this brand's products cost , how much another brand's products cost, and buy the brand products with the best value for money. compete on price " . Therefore, some brands start to rush ahead and do " sales pre-positioning " - that is, to complete the sales targets of major promotions such as 618 and Double 11 in advance. In other words , while others start fighting on 618 , you are fighting on "518" .


Take advantage of the time difference to avoid the time when the price war is the most fierce . On June 18 , after achieving the sales target, the brand will sell according to normal daily sales methods. Last year, a denmark whatsapp number data beverage brand said that it achieved its sales target in this way during Double 11. If it adopts the same measure this year, its assessment indicator will be changed to " shortening the campaign . " That is, if it achieved its sales target in 20 days last year , can it be achieved in 15 days during June 18 this year? If we don’t do advance sales this year, we will adopt a “ differentiation ” approach, such as selling products in combination packages targeting competing products.




And make some breakthroughs without competing head-on. 2. Digital closed loop, marketing closed loop, and global closed loop In addition to taking advantage of the time difference, many brands have expressed the need to pay more and more attention to the " closed loop " . The closed loops mentioned here are mainly divided into three categories: Digital closed loop, closing all paths from user demand to purchase and then to repeat purchase;