---
title: "Post-11.11 Era: The Way Brands Do Marketing Must Change"
description: "The annual 11.11 shopping festival has begun, but the atmosphere of national frenzy has faded, and consumers are no longer easily swayed by promotions and coupons. In this post-11.11 era, brands need to shift from simple promotional tactics to content marketing that is scenario-based, in-depth, and asset-building, to truly stimulate consumer demand and influence purchase decisions."
author: "空手"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2025-10-17"
categories: "Brand Marketing"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/post-11-11-era-the-way-brands-do-marketing-must-change-f65778af/"
markdown: "https://xinjignxiao.com/en/articles/post-11-11-era-the-way-brands-do-marketing-must-change-f65778af.md"
original_source: "https://mp.weixin.qq.com/s/_yFNZcHwX_--CreOdMDIig"
translation: "https://xinjignxiao.com/zh/articles/%E5%90%8E-%E5%8F%8C11-%E6%97%B6%E4%BB%A3-%E5%93%81%E7%89%8C%E5%81%9A%E8%90%A5%E9%94%80%E7%9A%84%E6%96%B9%E5%BC%8F%E8%A6%81%E5%8F%98%E4%BA%86-f65778af.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/post-11-11-era-the-way-brands-do-marketing-must-change-f65778af/"
citation: "空手. “Post-11.11 Era: The Way Brands Do Marketing Must Change.” New Distribution, 2025-10-17. https://xinjignxiao.com/en/articles/post-11-11-era-the-way-brands-do-marketing-must-change-f65778af/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Post-11.11 Era: The Way Brands Do Marketing Must Change

> The annual 11.11 shopping festival has begun, but the atmosphere of national frenzy has faded, and consumers are no longer easily swayed by promotions and coupons. In this post-11.11 era, brands need to shift from simple promotional tactics to content marketing that is scenario-based, in-depth, and asset-building, to truly stimulate consumer demand and influence purchase decisions.

### **Source** | Kong Shou

The annual 11.11 shopping festival has already kicked off, but many people may not have realized it, because we can no longer feel the once-national carnival shopping atmosphere, and there are fewer unnecessary consumption impulses.

In the past, when mentioning 11.11, people would relish discussing promotional tactics like discounts and coupons offered by merchants, as well as the platform's massive subsidies. But now, relying solely on promotions and coupons to achieve sales performance and drive growth is difficult. Especially after experiencing the food delivery war in the first half of this year, I think everyone has realized that consumers are least lacking in promotional coupons.

Regular seeding actions and short, quick带货 content have also become immune to users due to their homogenized routines and templates, as well as overly obvious commercial intent. In a sense, this is already a post-11.11 era. For brand merchants, the marketing strategy for 11.11 cannot only include big promotions, brand exposure, and regular seeding, but must systematically consider how to truly stimulate consumers' purchase desire and better influence their purchase decisions.

Recently, the popular urban romance drama "Xu Wo Yaoyan" (Dazzling Me) has been followed by many of my friends. In the drama, the female lead Xu Yan, played by Zhao Lusi, leaves her marriage with nothing, quits her job as a streamer, and uses her remaining savings to co-found a clothing brand called Yanyifang with her friends, ultimately achieving great success and rising from the depths of life back to the top.

Yanyifang focuses on handmade brocade Chinese-style clothing. Initially, due to overemphasis on design and ethnic elements, consumers found it hard to accept. For this, Xu Yan did not collapse but adjusted her promotion strategy after deep thinking. She believed that the past videos overly highlighted ethnicity, causing a disconnect between the products and real-life styling. Therefore, the products needed to emphasize functionality and mass appeal, and the videos should incorporate scenarios.

In the drama, Zhao Lusi says: "For example, if you go on an outing today, you can choose Yanyifang clothes, very free and happy; for commuting, weddings, parties, you can also choose Yanyifang." Thus, they reached a consensus to incorporate the setting of "an ordinary person's day" in the next video. This is actually a promotion strategy driven by scenarios, one of the solutions for marketing in the post-11.11 era.

**More specifically, content is based on scenarios and presented in a professional, hardcore manner.**

For example, taking the 618 promotion in the first half of the year as a reference, at that time, four Bilibili UP主 (content creators) "Bilibili Review Room", "Geekerwan", "Hi I'm Panda", "If Technology" etc., brought Lenovo over 70 million yuan in transaction volume with just four computer review videos. During the entire promotion period, Lenovo's new customer rate on Bilibili reached as high as 40%, and Bilibili's digital home appliance industry带货 GMV also grew nearly 50% year-on-year.

Content like this, which incorporates scenarios or is deeper and richer in seeding, increasingly influences users' purchase decisions and has become the new version of the answer for merchants' marketing promotion, whether during big promotions or regular sales periods, inspiring our thinking on post-11.11 marketing strategies.

**Content creates demand based on scenarios**

All marketing promotion and brand building practices should return to consumer behavior patterns for consideration, so that we can understand how brand marketing works and whether communication and promotion practices have practical significance.

In the past, we often over-focused on consumers' purchase decision-making process in marketing, trying to find appropriate media touchpoints during the decision stage, when consumers compare prices and products, to influence their purchase behavior. But we also need to know that consumers make purchases because they have needs, which mainly come from the requirements of specific life tasks in concrete life scenarios and are influenced by consumers' inner desires.

Doing marketing essentially involves two things: one is to stimulate demand, and the other is to influence decisions. These two aspects constitute the overall impact of the brand on consumer purchases, and neither is dispensable.

Specifically, on one hand, it is necessary to stimulate consumers' interest in the product and their willingness to consume, making them perceive that the product can solve problems in their lives, thereby stimulating their desire to own and purchase, and from this, recognize brand value and generate brand awareness.

On the other hand, it is also necessary to influence the consumer decision-making process, so that when they consider buying similar products, they form a stronger preference for your brand, prioritize buying from you, and defeat competitors in the comparison stage.

Just like various promotions and pricing strategies, these are typical means of influencing decisions. Of course, big promotions can also stimulate demand to a certain extent, but this effect is now increasingly weak.

Can giving consumers coupons bring purchases? Now issuing coupons may only affect those who already intended to buy, and even just plays a role in delaying purchases—consumers might have bought in September, but now they delay to November to wait for coupons. Moreover, the dazzling array of flash sales, deposits, tiered discounts, and other pricing tactics have long made consumers annoyed.

How to stimulate user demand? The key lies in content, in content that incorporates scenarios. For consumers, they are willing to watch a piece of content first because it is related to their lifestyle. Consumers see their own shadow in the content, see their real or ideal self, and thus generate great interest.

For brands, when content includes scenarios, the product can find a place in consumers' lives. Especially when brands want to expand to new audiences, they need to find the specific life scenarios of these people and use scenarios to reach users and stimulate demand.

Take the skincare brand Kiehl's as an example. Its classic product line, Ultra Facial Cream, has been centered on outdoor scenarios since September last year, collaborating with several Bilibili outdoor UP主. For instance, in a video co-created with UP主 "Linksphotograph", the brand's product followed the UP主's footsteps from Tokyo, after 72 hours of trekking to the northernmost town of Hokkaido.

Such content not only stimulates user interest but also allows people to truly experience the product's moisturizing effect in outdoor environments and extreme cold scenes. This is the "extreme scenario" I wrote about a few days ago. In this strategy, Kiehl's achieved an average new customer rate as high as 60% on Bilibili, successfully establishing scenario-based mindshare.

Another example is usmile. On Valentine's Day 2025, to penetrate more female users, usmile collaborated with animation area UP主 "Chujiu Dayang" to create a couple's short film "Sweetheart, Say Sweet Words to Me from Morning to Night", embedding the product's features like "custom voice" and "bone conduction voice", and selling points like "key brushing area reminders" into the daily life of couples, brushing teeth together in the morning and evening, conveying them through sweet words, thus achieving excellent seeding results.

Also, Li Auto collaborated with UP主 "Shipindao" to launch the "Crossing the New Continent" series, where the UP主 led viewers on a novel and rich travel experience, naturally learning about Li Auto's performance in the travel scenes. This series of videos has over 30 million views across the internet, and many viewers expressed their love and gratitude to the brand in the bullet comments, with a screen full of "Thanks to the sponsor".

These vivid and subtle life scenarios not only make content more lively and interesting but also give viewers a sense of immersion, making them realize that they could do the same, thus stimulating consumers' purchase desire.

**The essence of seeding** is not just for enterprises to tell the product's functional selling points, various technologies, quality and performance information through text, images, and videos, but to embed the product into consumers' life scenarios, showing the product's value, role, and function in users' lives, making users truly realize what the product can do for them and why they should consider owning it. This is seeding, and it is also the prerequisite for content marketing to work.

**Content determines purchase value through depth**

When it comes to content marketing, the internet is full of articles and courses on how to write a seeding note or a带货 video. These are filled with various routine and templated techniques, and the result is that if a merchant develops a successful copy or video template, it is quickly imitated across the internet, and consumers quickly become tired and indifferent.

Today's marketing needs more unique, deeply valuable, and hard-to-imitate content. Such content not only brings longer-term seeding effects but also enhances brand uniqueness to strengthen user mindshare. For example, podcasts, Bilibili, and WeChat official accounts have a lot of such content.

There is a Bilibili UP主 called "Xiankan Pingce" (Review First). He made a review video about ergonomic chairs. To select chairs worth buying during 618, he bought 50 mainstream products on the market and invited 400 people of different ages, heights, weights, and occupations to try sitting on them on-site, trying to imitate actual usage scenarios like office work.

This video, touted as "strict selection by 400 butts", has over 500,000 views, 14,000 likes, and more than 2,200 favorites, and also helped the UP主 achieve the result of "selling chairs worth 100 million yuan".

When "Xiankan Pingce" did a central air conditioning review, he rented an entire building in Shenzhen, installed 9 popular products on 9 floors, and set up 171 sensors to test product effects over two months, with a single episode costing up to a million yuan.

When reviewing electric toothbrushes, he not only disassembled the working principle of the toothbrush, quantified the cleaning power through real-person experiments, but the team even developed a patented tooth model, and the comment section attracted many users to share their "experience reports".

Content like this not only has a stronger influence on users, helping more people complete the final step of purchase decisions based on hardcore reviews, but it is also difficult for other influencers and brand merchants to imitate.

In August this year, Miaozhen released a white paper, whose core viewpoint emphasized the key value of content in influencing consumption decisions today, and it is an important part of building brand mindshare and brand assets. Miaozhen's experiments with brain waves and eye movements of hundreds of users revealed that viewers of medium-to-long videos had nearly 26% higher memory of brand/product names than those of short videos.

For brand merchants, this content ecosystem can not only detail various product information but also fully convey the brand philosophy, culture, and values behind the product to users, helping to tell the brand story, which is very necessary for today's brand building.

**Content builds brand cognition through assets**

In the past, the construction of brand assets mainly relied on advertising. Brands used hard advertising to make consumers remember the brand's "slogan + symbol", thereby forming brand awareness, reputation, etc.

In the **mobile internet era, brand assets have been decomposed into two levels: content assets and crowd assets**: brands need to achieve brand exposure, bring brand voice, and convey brand experience and value based on high-quality content; at the same time, use content as a carrier to accumulate users, operate users, and gather deep brand audiences, thereby building brand reputation and loyalty.

**Bilibili's crowd asset model is called "MATES", which divides the consumer purchase journey into five stages: Meet, Appeal, Trust, Endorse, and Sales.** Unlike other platforms' crowd models, Bilibili breaks down the deep interaction between brand and consumers into two stages: trust and endorsement.

In today's market environment, trust and endorsement are indeed increasingly important for consumer purchases; and what supports Bilibili in achieving this is the numerous high-quality, in-depth content. Content is the handle for user operation, and content asset management will promote the flow of people from shallow to deep levels.

In addition to the content itself, users' loyalty and trust in the content publisher are also crucial. For example, on Bilibili, over 60% of users have the habit of watching their followed UP主's updates as soon as they are released. Moreover, users have a particularly high acceptance of UP主's "sponsored content" (恰饭). They not only do not resist but even send bullet comments like "Thanks to the sponsor, please update more".

Take the aforementioned Kiehl's as an example. When collaborating with UP主 "Xiaolin Shuo" (Little Lin Says), who focuses on business insights, the blogger used her own entrepreneurial experience to analogize Kiehl's essence. Viewers expressed in bullet comments "smooth" and "theory combined with practice", showing recognition of the organic combination of business information and content, and acceptance of the collaborating brand.

The importance of content marketing has been unanimously recognized by the industry, and its conversion value is increasingly quantifiable. Since 2022, Bilibili has implemented the "big open loop" strategy, continuously opening its content ecosystem to e-commerce platforms like Taobao and JD.com, as well as brand merchants, to drive traffic and deliver business growth.

This year's 11.11, Bilibili has achieved deeper data integration with Alibaba and JD.com. Through the e-commerce data product capability "White Box", it delivers core e-commerce operation indicators to brand merchants, with clearer and more transparent advertising delivery chains and algorithm models, helping merchants optimize advertising strategies and crowd application.

In addition, Bilibili's two must-invest products for big promotion seeding, "Huahuo" and "Qifei", have this year's 11.11 launched a bundled "Huafei" IP resource package, which reportedly sold out shortly after launch. This also means that the combination of good content and good traffic has been increasingly verified by more brands and merchants as feasible and necessary.

In such a post-11.11 era, enterprises must have more complete and long-term thinking in marketing, abandoning the past work approach that only focuses on short-term performance and only does marketing actions that influence user decisions. This is a very important transition period; brands that realize this first will taste the sweetness first.


---

## Citation metadata

- Publisher: New Distribution
- Author: 空手
- Published: 2025-10-17
- Canonical: https://xinjignxiao.com/en/articles/post-11-11-era-the-way-brands-do-marketing-must-change-f65778af/
- Original source: https://mp.weixin.qq.com/s/_yFNZcHwX_--CreOdMDIig

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671