With the arrival of midnight on November 12, the "extended version" of Double 11 Festival of 2020 came to an end. As the leading platform of the festival, Tmall achieved a cumulative turnover of RMB 498.2 billion. Good results are also found in other e-commerce companies such as JD.com, Suning.com, and Xiaomi. The year-over-year increase in sales proves the huge potential of China's consumption. However, the growth curve of the opposite direction reveals the disadvantage of the market both for platforms and merchants, namely, the demographic dividend of the Internet is becoming lower and lower. The number of users on the Internet is no longer increased, leading to the traffic that becomes increasingly important. Therefore, this "competition" for traffic becomes more and more tense.
With the situation said above, Internet companies cast a focus on mobile terminals, causing more intensive competitions for the traffic on small mobile screens and causing traffic costs to multiply. For popular industries, costs can reach as high as 40% of business income. In addition, a low number of channels and low conversion cost performance have made the cost of customer acquisition in the Internet industry remain high. Thus, finding new traffic portals and improving customer retention has become an issue of Double 11 for merchants.
Vivid display & whole-area customer attraction
For the Internet industry, the nature of traffic is the attraction of users' attention. As a new way of increasing traffic, short videos have gradually become the key to traffic grabbing. Compared with long-form texts, concise short video contents can attract more users. During Double 11 this year, the turnover of the top ten anchors of Douyin exceeded 100 million, which reflects the vigorous vitality of short videos as a new traffic portal. At the same time, with the increasing popularity of 5G networks, the combination of short video and 5G applications has continued to deepen. As a new type of marketing, RCS has been favored by more and more merchants due to its perfect video capabilities and diverse display effects.
As the standard version of RCS, the product from MONTNETS, in addition to full coverage, integrates HD short videos, graphic posters, and short-chain tracking capabilities as a whole. Compared with boring messages with low reaching-ability, our product provides more comprehensive and more visually impactful marketing contents greatly lowering the uncertainty due to asymmetry of information & showing a strong ability to attract users.
Marketing capabilities of RCS are particularly prominent in the beauty industry. Estee Lauder, the top seller in the beauty products on Tmall, chose RCS as a form of product marketing and promotion during Double 11. RCS, which integrated the brand’s information, vividly demonstrated Estee Lauder’ product features through video images and texts, rendering great assistance for its sales success.
New interactive window & customer retention
Customer retention is as important as new traffic portals, which explains why Internet companies in this year's Double 11 adopted innovative methods. For example, Taobao and Jingdong grabbed attentions from users through their own innovative means. For merchants to get better profitability, in addition to opening up new traffic channels, they must focus on improving interaction with users from the perspective of customers, and provide targeted service contents according to the consumption service scenarios in order to enhance the royalty of customers who can enjoy experiences.
In the context of the 5G era, RCS, as the first representative application of 5G communications, not only provides Internet enterprise customers with new marketing directions, but also opens new interaction windows for enterprises and customers, thereby improving service scenarios and building a new ecology of communication.
With rich media message service functions such as group chat, graphics, texts, AV, smart cards, and file transfers, RCS provides one-stop service experiences such as search, interaction and payment in the native message window. As a provider of integrated solutions for the industry's RCS, MONTNETS gives scenario-based marketing empowerment to businesses, which is more powerful. RCS from MONTNETS has functional highlights, and with the feature of chatbot, can provide customers with a service experience that realizes smart shopping guides while vividly displaying products and services, or pushing smart products or services according to customer response instructions and even providing the automatic issuance of cards and coupons. In a word, with service capabilities, it effectively builds the interaction between merchants and users and forms a closed-loop transaction which is characterized by the "reach-retention-transformation".
As a leader in the field of RCS, MONTNETS provided tens of thousands of well-known companies with mobile messaging services based on RCS during Double 11, and won praises from customers in many fields including e-commerce platforms, logistics, new retail, and beauty etc. As a new traffic portal, RCS can not only solve the promotion problems for small and medium-sized businesses, but also give the direction for many brand customers to increase customer retention. With the soon departure of Double 11 and the soon arrival of Double 12, RCS of MONTNETS is expected to help businesses quickly seize the traffic and obtain a new growth curve.