“ We were considering Live Broadcast, but we had merely scratched the surface… And now we are planning our live broadcast (agenda) for the next 12 months. Everything just became much more about execution and finding exactly the right formula while doing it. It’s a time to be entrepreneurial”
Festival which we call KCM (Key Commercial Moments- CNY, Women’s day, May holiday, 520, Dragon boat, Chinese Valentine day (Qixi), MAF, OCT holiday, D11, etc..). They are traditional festivals which have become a commercial celebration that were relevant, and are even more relevant now.
“If we take a step back, most of these festivals did not exist 10 years ago. There’s been an evolution and we’ve been from the emergence of these festivals to the reinforcement as being important commercial moments to now the total domination of these events, actually making the tempo, the beat of the market ”
“ Don’t ask yourself why so many brands change the pace / rhythm at which they work. Why an English brand has abandoned seasons in favor of monthly drops, or why a very famous Italian brand (ie Gucci) is going “seasonless” / these are complex issues, I don’t want to over simplify but one of the reasons they go that way is to better serve these KCM. ”
In every crisis, lies an opportunity. There are a lot of opportunities with this crisis. Here are two of the main ones
FILORGA is the 1st French laboratory of aesthetics medicine. Over the last 15 years, beauty industry has braved most storms. But Q1 this year has seen a rough time with -13% YoY result. Filorga, thanks to e-commerce efforts and a good women’s day, only saw a -2% YoY drop in China. “ Once we were getting into February, we anticipated there would be a quick rebound on E-commerce. ”
“ During 520 Festival (May 5) we also managed to over perform 2019 by 302%. Of course, these two would not have happened without the use of some top live broadcasters who brought us many new recruitments ”.
There is a shift in values and media consumption after the Covid. “ We know that the Chinese are getting more health conscious and quality conscious in the long term, and also travel conscious on a shorter period. Concerning media consumption, the Covid effect on short video and stream media consumption will last longer than on TV and News.
Watch for more explanations: 18”30 → 23”00
Key steps to best prepare the next Shopping Festivals.
Watch more on these 4 steps: 35”50 → 45”30
“ Markable.ai is a technology company that whenever you’re watching a tv show, movie or looking at a content, we immediately pop-up relevant products in a screen. We only make money when our partners make more money”. Indeed, offline traffic dropped 90% and ad spendings dropped 45%, so companies don’t have money to spend anymore. We take a commission on sales but we don’t charge for clicks and impression. It’s all performance-based advertising. AI in advertising can be extremely powerful ”
Many people just throw ads that are irrelevant and it’s a very disturbing experience. Markable.ai click-to-shop technology is high, with a 25 time higher conversion. ”
Watch examples of pop-ups: 27”15 → 28”00
“Some brand come to us and say : ‘we have a lot of customers asking where do I get the look from this photo or this celebrity ?’ We give new features th these brands where consumers can go to their app, upload a photo or a video and we immediately find the product carried by this brand ”
Shopping “Festivals” were very effective, but now over played in China and actually made consumers relying on discounts which is bad for brands. “ We at Markable care about the micro emotional shopping impulses, such as when a new episode of your favorite drama is out, when your favorite bloggers made a new fashion posts. They are the emotional “moments” that target fashion consumers with the highest conversion rates ”. Especially with consumers now spending 400% more time online browsing contents. People are not visiting stores. Online streaming and content are becoming new “foot traffic”. We want to capture every small “online moments” and bring “online traffic” to brands and retailers, instead of relying on traditional “shopping festival discounts”