Tomorrow, November 11, consumers and manufacturers across industries will usher in a shopping frenzy, with many brands' Double 11 transaction volumes set to hit new highs. However, behind these dazzling results lies careful planning. To achieve good results on Double 11, food companies are pulling out all the stops to attract consumers. New Distribution has reviewed some of the standout products from this year's Double 11, while also uncovering a shift in brand mentality and innovative approaches...
Brand collaborations and 'customized' products have gone wild
Coca-Cola: A tribute to Tmall's 10th anniversary ▲▲▲ Coca-Cola, the 'king of limited editions,' naturally won't miss the Double 11 feast, launching a customized gift box centered on the concepts of 'sharing' and 'love.' The gift box not only features a commemorative new bottle for Tmall Double 11's 10th anniversary, but also debuts three new flavors in customized colored bottles: Honey Heartbeat, Sweet & Sour Surprise, and Love to the Fullest.
Tsingtao Beer: A decade-long friendship, good things come to those who wait ▲▲▲ On the occasion of Tmall Double 11's 10th anniversary, Tsingtao Beer is launching a limited edition Tsingtao Beer Classic 1903 'Good Things Come to Those Who Wait' series, featuring a Tmall-exclusive customized aluminum bottle for the decade-long friendship. Additionally, to accompany the Night Owl Beer, Tsingtao has specially created a 6-meter-long Night Owl Bus and released an MV titled 'The Night Owl's Song.'
Oreo: Playing with eight colors and eight flavors, a bit 'sweet' ▲▲▲ Oreo, in collaboration with Tmall Supermarket's 'Big Brand New' event, has launched a limited edition 'Eight-Color Oreo' that is stunning in appearance and amazing in taste. It even crosses over into the fashion world, giving the cookie a high-end feel. It's said that this is the last batch of internet-famous eight-color Oreos in the world!
Budweiser: Staying true to the original intention, a toast to the true self ▲▲▲ Budweiser, equally fond of 'tweaking' bottles, is not to be outdone, touting the enticing slogan 'Tmall exclusive, pre-sale only,' offering the Budweiser x Electronic Music Festival annual customized can. With red and blue impact and electronic music to liven things up, it's a sincere tribute to Tmall Double 11! Pre-sale price is 198 yuan, with a free American lager for purchase, and an additional Budweiser customized power bank for buying two.
M&M'S: Fun enjoyment, every bean is different ▲▲▲ Playful M&M's, together with Tmall, has created a 10th-anniversary celebration gift—the 'More Fighting, More Fun' customized limited gift box, containing a Tmall-head customized M&M's 130g, 'Crispy New Product' crispy center beans 60g, 'Classic Cute Beans' milk chocolate beans 100g, and a new motorcycle-themed bean figure.
Dove: Devoted to sparkling moments ▲▲▲ Dove continues to maintain its high-quality food standards, bringing consumers a star-level experience. Dove, in collaboration with a Michelin three-star chef, has specially launched a Tmall 10th-anniversary customized chocolate. The chocolate in the gift box is the masterpiece of an Italian three-star Michelin chef, with fresh cocoa that melts in your mouth and delicate soft centers with distinct layers, giving you the most noble chocolatey sweet experience.
Pocky: Crossover art, unconventional ▲▲▲ This Double 11, Pocky has collaborated with three artists to design an 'Unconventional Art Gift Box,' with surprises both inside and out, featuring three major design highlights. The packaging is exquisite and unique, containing 11 limited-edition packages designed by the three artists, making them highly collectible. Among the 11 limited packages are 11 different flavors to tantalize consumers' taste buds. The most surprising is that this gift box debuts five new limited fruit cocktail flavors! Additionally, Pocky is launching a limited-edition peripheral charging cable. The first 5,000 pre-orders will receive a Tmall and Pocky customized portable charging cable.
BESTORE: Sweet cats pamper you ▲▲▲ In 2018, Tmall Double 11 marks its 10th year. In 2018, BESTORE celebrates its 12th year. Cat lovers, look here: your 'master' has been turned into a lollipop. BESTORE, as a tribute to Tmall Double 11, has launched a Tmall-customized gift box 'Cat Sucking Lollipop,' catering to the recent 'cat sucking' craze, with cute and silly cats greatly stimulating consumers' shopping desire. Ten cats represent ten different little emotions, including the mischievous Tmall cat.
Shining new products debut at Double 11
Three Squirrels launches 11 new products, igniting a 'snack-making' frenzy ▲▲▲ Before the start of 2018's 'Double 11,' Three Squirrels held a 'Snack-Making' new product launch, releasing a total of 11 new snack products. The 11 products released by Three Squirrels this time include the health-focused 'Daily Nuts,' the spicy and savory 'Haoduola' latiao, the Sichuan pepper-flavored soup noodles 'Dou Chun,' the fruitwood-smoked roasted beef 'Da Niu Qi,' the sweet and delicious 'Zhen Zha Xin,' the fresh and savory 'Pocket Seafood,' the enduringly popular potato chips 'Fat House Fresh Cut Feed,' the barbecue-like vegetarian product 'Gu De Rou,' the self-heating barbecue 'Liao Shao' for young people's fast-paced lives, and the exquisite bottled nuts 'Xiao Ping Guo' for refined people...
Daily Nuts Using a '6+3' mix of nine products, including six high-energy nuts and three imported dried fruits, with precise moisture control to ensure crispy nuts and tender, natural dried fruits, and partitioned fresh-locking packaging to harmonize fresh taste.
Gu De Rou Using high-quality shiitake mushrooms from the core production area of western Shaanxi, only the fiber-rich stems are used to achieve a meat-like texture. Contains fungal protein and dietary fiber that aids intestinal motility, with no animal fats, low calories, supporting a healthy lifestyle.
Dou Chun Noodle cake paired with a Sichuan pepper-flavored shaking sauce packet, providing a stimulating taste and experiencing the numbing thrill of Sichuan pepper.
Pocket Seafood A variety of products, featuring high-quality white shrimp from the Bay of Bengal, scallops from Dalian waters, and Manila clams from the Bohai Sea in Liaoning, combining safety, hygiene, nutrition, and deliciousness. More seafood products will be introduced in the future.
Xiao Ping Guo Selected uniform, small mixed nuts and dried fruits are packed into small pink, blue, and green bottles representing different emotions, more suitable for the 'refined life' of 'refined people.'
Liao Shao Using a fresh, smokeless self-heating technology, it selects classic barbecue ingredients such as lotus root slices, potato slices, beef, and duck gizzards, and provides healthy oil packets and special seasoning packets, allowing you to enjoy barbecue anytime, anywhere.
Zhen Zha Xin Combining the sour and crispy hawthorn, the rich aroma of hazelnuts, and the silky sweetness of chocolate, it's an encounter between selected ingredients and the tip of the tongue. Available in two flavors: hawthorn hazelnut-filled strawberry chocolate and hawthorn hazelnut-filled matcha chocolate.
Fat House Fresh Cut Feed This sliced potato chip comes in original, cucumber, and tomato flavors. The main ingredients contain no genetically modified ingredients, preservatives, or artificial colors, relentlessly pursuing the original taste of the ingredients.
Haoduola Goddess Latiao Bag A latiao feast featuring large gluten, vegetarian meat, small round sticks, latiao, vegetarian beef tendon, and hand-ground tofu rolls, paired with a unique handbag-style outer bag, high-simulation perfume, lipstick, and other individual small packages, plus an exclusive goddess experience kit. It's thoughtful, practical, and globally limited.
Bao Zhi Rou Dan Selecting glossy red pork sausages, filled with rich original cheese sauce, with a springy and flavorful texture.
Da Niu Qi Da Niu Qi fruitwood roasted beef is the first selected beef roasted over fruitwood, with a tender and chewy texture and a lingering aftertaste. Open the bag to enjoy a Western-style delicious snack.
As Zhang Liaoyuan said, this year's 'Double 11' will be a test for Three Squirrels. He believes that over the past year, Three Squirrels has done a lot of work. If this year's 'Double 11' shows significant growth compared to last year's, it proves that the work done this year was right, providing direction for the future. 2019 marks the beginning of the second curve. Three Squirrels' revenue target for 2019 is to exceed 10 billion yuan.
Luxury new products: the most expensive instant noodles for Double 11 ▲▲▲ This Double 11, Master Kong has launched four new instant noodle products on its Tmall official flagship store: express Speed Noodle House Collector's Edition Chinese Braised Beef Rib Noodles, Collector's Edition Hong Kong-style Abalone Noodles, Signature Braised Beef Noodles, and Private Kitchen Chicken Leg Noodles, priced at 68 yuan per bowl and 24.9 yuan per bowl respectively, with limited sales, only 1,111 boxes sold nationwide. Compared to the price of regular instant noodles, the pricing of the four new products is quite luxurious, even exceeding the pricing of typical noodle shops. According to the product introduction on Master Kong's official flagship store, the Hong Kong-style Abalone Noodles in the express Speed Noodle House Collector's Edition series uses five fresh abalones, chicken broth, wakame, broccoli, goji berries, and cordyceps flowers. The other, Chinese Braised Beef Rib Noodles, uses imported beef ribs. The noodle cakes for both are of high-end noodle shop quality fine round noodles. In addition to the noodles themselves, there are high-end accompanying tableware: innovative conical bowl shape, with a preheating tray for the seasoning packet, imitation porcelain Chinese chopsticks, and a high-quality soup spoon.
The trendiest national brand, moving towards internationalization
Lao Gan Ma 'The Spicier, the Hotter' × Tmall Double 11 ▲▲▲ In September this year, Lao Gan Ma, worth billions but never advertising, seemed to master the ultimate essence of trend overnight, making a crossover appearance at New York Fashion Week, stunning the world with a fiery trendy hoodie. This Double 11, Lao Gan Ma, starting from the flavor of chili sauce and combining the distinct fiery personality of contemporary young people, has customized the Double 11 slogan 'The Spicier, the Hotter.' It not only emphasizes Lao Gan Ma's 'fiery' style but also conveys the brand's insistence on self and consistent attitude through this spiciness. At the same time, the Lao Gan Ma Double 11 limited gift box comes with an exquisite handbag, which collects many netizens' funny comments about Lao Gan Ma and applies them to the canvas bag design. As a traditional national brand, Lao Gan Ma, through wave after wave of bold and innovative marketing campaigns, has subversively conquered consumers again with a sense of freshness.
Weilong Big Latiao 'Rustic Cool Snack Pack' × Tmall Double 11 ▲▲▲ Weilong, the 'high-end' latiao that has always been at the forefront of fashion, recently announced that during Double 11, it will launch a super-sized 'Big Big Big Big Latiao' gift pack. This product contains about 80 individual packs and 8 popular latiao flavors, allowing you to taste all of Weilong's snacks at once. Weilong has always been serious about 'becoming trendy.' In the past two years, it has made many innovative attempts. After accumulating practical experience, it has also created a classic snake-skin bag 'Rustic Cool Snack Pack.' With the Double 11 buzz, it's clear that Weilong latiao is creating social attributes for its products, thereby gaining the potential to become an internet-famous snack. The rise of large-pack snacks in recent years also reflects the transformation and innovation in packaging styles among food companies.
Experiential marketing + community marketing
Youyou Foods Double 11 red envelope event is here! ▲▲▲ Users only need to find the fan group 'Youyou Family' on the store's homepage and click 'Join the Group Chat.' Click 'Join Group Chat' to enter the group and grab red envelopes. Every day at 10:00, 16:00, and 20:00, red envelope rain will be distributed through mini-games, and the red envelopes obtained can be used to purchase any product in the Youyou Foods flagship store!
How should we correctly view Double 11? After communicating with several brand owners, New Distribution found that companies invest significant promotional expenses in Double 11 and launch various entertainment-oriented activities. However, such large brand investment is not solely for Double 11 sales.
'Double 11 marketing should revolve around brand transformation and upgrading, not simply to obtain more platform resources.'
'The marketing activities we do are all about continuously increasing our brand assets, adding to the brand, hoping to present consumers with a substantial, lasting brand, not just promoting for the sake of promotion.'
'Merchants should truly change their mindset, focus on their brand and consumers, rather than only on the dividends brought by channel characteristics. If you only look at the latter, the dividends won't last.'
'Holding onto traditional sales concepts and only thinking about product marketing loses 90% of marketing's monetization value.'
'There are more and more ways to reach customers, and content marketing and event marketing should also be carried out across all channels.'
'Effective marketing actions should be continuous and rhythmic.'
Double 11 is not just a simple discount battle; it's a training ground for industry resource integration. Taking advantage of the Double 11 opportunity, brands can form strong communication and strong connections with consumers, while also facing challenges in supply chain production, logistics, products, and after-sales service. As Three Squirrels' Zhang Liaoyuan said, 'Double 11' will be a test for Three Squirrels. For all brands participating in Double 11, it will be a major battle!
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