The sinking market is less hot, but there is still an opportunity? Pinduoduo is a classic case of the rise of a sinking market. According to auroral monitoring data, although on stock users.Next, True-E Canada Digital Marketing expert Jenny Mei will tell you more about it.
Pinduoduo still focuses on third-and fourth-tier cities, while in terms of incremental users, the regional distribution of pinduoduo is little different from that of Taobao. This shows that the Puduo sinking strategy is basically over, and it is no longer a platform on which the sinking market is the engine of growth.
Interesting Toutiao, another representative of the sinking market, has run into some trouble this year. Aurora data show that the number of active users has begun to decline since the second half of 2019. By August 2020, its DAU had fallen by more than half from its peak.
Many people will think that the tuyere of the sinking market has died down. But maybe things are not so pessimistic. The business logic of the sinking market still exists: 1) because there is no need to buy a house, so the disposable income is relatively high; 2) because the working hours are short, so the consumption and entertainment time is long; 3) because of the large network of relatives and friends, it is easy to achieve marketing fission.
As the feedback of the media value of the user group in the sinking market is not high, the strategy of using red packets to open the road simply and rudely in marketing is relatively risky at present. Through entertainment content marketing and split marketing, the idea of returning to the original mind is to promote products that are really suitable for sinking the market. For example, luxury goods that are well-known but lack access in sunken areas, consumption and lifestyle led by high-line cities, as well as new forms of entertainment, educational content, health services and other goods that are paid for but invested for a long time. At the same time, seizing the relationship network to achieve social fission is a necessary operation for all sinking marketing. In short, the sinking market has passed the stage of barbaric growth, and fine ploughing is needed in the future.
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