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Maichel David
Apr 09, 2022
In Picture of the Week
During the recent period of time, the social animals working in the core CBD of Beijing, every time they enter and exit the elevator, they Fax List will receive a round of "magic bombardment" of Master Bao's new elevator advertisement. Always humming "Master Bao" accidentally. Behind this magical advertisement, Master Bao is one of the main platforms for domestic luxury goods transactions, and the new trend of luxury consumption represented by him is obviously more worthy of attention: Whether it is a young "luxury white" who has just entered the pit, or a high-end player who will focus on limited editions and commemorative items, with Fax List the increasingly mature luxury consumption and the changing consumption concept, second-hand luxury goods are attracting more and more more and more people's attention. Data show that from 2016 to 2020, the market size of my country's second-hand luxury goods industry has surged from 2.85 billion to 17.3 billion, and has always maintained double-digit growth. Especially under the influence of the epidemic, overseas consumption has been hindered, and the transaction volume of second-hand luxury goods in 2020 has increased by 47.87% compared with 2019. But this is just getting started. According to the research data of professional institutions, my country's second-hand luxury goods Fax List market currently accounts for 5% of the entire luxury goods market, which is still far from the 30% or so of second-hand luxury goods in developed countries in Europe and the United States. But for participants in the education industry, with the implementation of the "double reduction" policy, the public marketing channels of the education industry will soon disappear, and all mainstream media, public platforms, offline public environments, schools, etc. will be completely banned Advertising of educational institutions.
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Maichel David
Apr 09, 2022
In Picture of the Week
In connection with the digital marketing needs of the customer brand side, it is also observed that in addition to the brand promotion needs to gain the favor of capital, whether it is a digital platform construction project or a private domain system construction and operation project, it can be clearly felt that the brand side is in demand. The goal is to pursue the unity of product and effect. For business departments or marketing service providers, the goal of achieving product-efficiency integration is generally based on the direction of "mining stock and finding increments" , and formulating assessment project results based on the increments of the two major sectors of "user volume growth + sales scale growth" The key indicators of success are also derived: The unit price per customer in the private domain, the monthly user retention rate in the private domain, the monthly private domain sales scale, and other refined indicators. These quantitative results are based on user scenarios for marketing design. Whether Fax List it is through public domain marketing events or private domain continuous operations, they are all to find user scenarios with double growth of "users and sales". Scenario marketing” is getting more and more attention. Before discussing how to think about designing scene marketing actions, I personally think that it is necessary to sort out the concept and thinking methodology of "scenario", Because the scene is based on user needs and the starting point for all growth based on user thinking. Separated from users and scenarios, even if you have a set of operational SOPs or automated marketing tools or technologies that are highly reused by others, it is difficult to build the landing of your marketing actions in every scenario. Taking the private domain scenario operation strategy as an example in the figure below, private domain operations basically require hierarchical user marking and vertical operations in groups, and the play styles derived from different scenarios are different.
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Maichel David
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