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Jingdong Supermarket has an accurate insight into the consumption trend of the new era, and for this reason, it launched the "Super New Exploration" project on this year's Double 11, focusing on cutting-edge brands that can bring new life, new fun and new experience to young people, and conveying the concept of cutting-edge brands in the form of creative marketing, aiming to attract young people through cutting-edge brands, bring together more young brands and products, and let the group of people representing future consumption trends in the Z generation stay for a long time and form a platform dependence.

This generation of young people takes "breaking the tradition and overthrowing the classics" as their own responsibility, whether you are a century-old store or a classic brand, I don't like it and don't buy it! They are chasing personalized and diversified consumer experiences, which also provides opportunities for emerging brands to grow. Cutting-edge brands are often more willing to take the initiative to explore how to meet the needs of young consumers in the environment of new scenarios, new experiences, and new retail. As a result, they have a distinct brand proposition, innovation and iconography. It can be said that it is the young people of Generation Z who are driving the great changes in the consumer market, and at the same time giving the brand a youthful DNA.

In recent years, with the improvement of consumption level and the popularization of oral care knowledge, electric toothbrushes have become one of the fastest-growing small household appliances in China.

This year, the electric toothbrush market has also added a brand with a lot of weight.

Recently, Japan's LION Lion King launched an electric toothbrush known as "universe limited" exclusively online on Tmall, and only one is available in the world. The release of a new category of products at this marketing sensitive point shows LION's ambition to enter the electric toothbrush market. As the No. 1 professional oral care brand in Japan, Lion has been taking a leading position in the oral care category in China.

As Generation Z has become the main force of consumption, how to win the favor of young people, dialogue with young consumers, and continue the vitality of the brand has become a problem that many brands have to think about.

This time, the LION Lion King and Swarovski are aimed at the current hot new consumer group - Generation Z. Internet originals, lazy houses, punk health, chasing trends, interest is king, and appearance is paramount...... Generation Z, which has grown up under the influence of multiculturalism, is more favored by high-tech, high-intelligence, and high-value products, such as smart door locks, sweeping robots, dishwashers, and other technological intelligences, all of which show the "lazy" life attitude of Generation Z; the rise of the blind box economy has made brands see the unlimited potential of Generation Z to pay for their interests; the emergence of marketing methods such as "customized models", "limited editions", "IP co-branding", and "breaking the dimensional crossover" has constantly refreshed their diversified consumption attitudes. On the day of the finals, LPL fans from all over the country boarded the KFC support bus and went directly to the venue, accompanied by Colonel KI all the way, and also prepared fried delicacies and wonderful interactions for this group of "European Emperors", which ignited the enthusiasm of the LPL brothers on the way to support. In Xiaoma's opinion, Qi Wei and Whirlpool are compatible. First of all, Qi Wei's identity is many, powerful actors, popular singers, cross-border hosts, queens of goods, beauty bloggers, fashionistas, etc., in the face of a multi-faceted life, Qi Wei is not afraid of various challenges, while pursuing a colorful self, she is more committed to protecting the health of her family, such a spokesperson is undoubtedly the same as the concept that the brand itself wants to convey. Secondly, Qi Wei has fan groups of different circles, not only in the 80s, 90s, and even 00 groups, but also has its own topic points, and the brand can use marketing to deeply bind it to convert fan traffic into brand traffic.

The TVC shows the transformation of the multi-faceted queen Qi Wei from work to life, and through Qi Wei's oral description, the concept of "healthy home" is passed on to the majority of fan groups, which arouses strong attention and resonance from fans. At the same time, Whirlpool also called on fans to receive mysterious gifts at the flagship store on its official Weibo, occupying the minds of fans while building momentum for the Double 11 simple store and attracting a wave of traffic.

During the Double 11 period, Qi Wei directly told everyone on the official Weibo to go to the Whirlpool flagship store to buy good things, and shared the precautions for choosing home appliances, which must not only be very easy to use, can protect the health of the whole family, but also be environmentally friendly, fashionable in appearance, and constantly plant grass for fans.

Finally, on Whirlpool's birthday, Qi Wei also sent blessings to Whirlpool and shared her experience of using Whirlpool's health appliances.

As consumers become increasingly reliant on mobile devices, mobile video has become a major priority for marketing professionals in APAC this year, with YouTube and Facebook dominating mobile video consumption.

These are some of the findings from the annual report "State of the Industry: Mobile Marketing in Asia Pacific 2020", released today, providing an up-to-date snapshot of how brands, agencies, media owners and technology vendors perceive the impact of mobile – a tool for effective advertising and opportunity and attention, especially in the wake of the COVID-19 pandemic disruptions.

The report is based on a June 2020 and July 2020 survey of 591 marketing professionals in the Asia-Pacific region conducted by WARC, the global authority on marketing effectiveness, representing every faction of the MMA (MMA) mobile marketing ecosystem, the world's leading global not-for-profit trade association.

According to R3's 2020 China PR Research Trends report, although the duration of brand owner-agency partnerships has increased by one year since 2018, PR agencies still need to consistently demonstrate their strategic ability to use data and master new media platforms. R3 China PR Research Trends is a biennial project that explores the collaboration between brand owners and agencies in the field of public relations.

The report covers 139 partnerships with 121 executives from 109 companies that have partnerships with PR agencies. With the early sounding of the horn of the Double 11 marketing campaign, major e-commerce platforms and brand merchants began to use all their resources to seize consumers.

And this year's Double 11, the battle situation may be a little different. Because Tencent, which has always silently passed on the links of various commodity discounts, finally took action! It sent its main content social e-commerce platform - Little Goose to fight the battle, on the eve of Double 11, bringing a bright opening to this e-commerce war.

Not only because of the creative warm-up marketing and the "crazy" real 5% off activity, but also because of the strong entry posture and the new model of social connection on the BC side, which also made major brand merchants and e-commerce platforms see more new possibilities.

Without further ado, let's take a look at how Little Goose does it.