Author: Shu Zihua
Reviewer: Lin Deshen
Typesetting: Zhao Zhishan
Introduction: As the first brand in the foreign wine industry to use one thing and one code, Martell has shown its unique superiority under the current trend of C-end cost tilt.
Keywords: FMCG, one thing, one code, circulation, scanning code to receive red envelopes, anti-counterfeiting traceability, and digitalization of marketing expenses
First, the cost of foreign wine is tilted to the C-end, and Martell does not need to reduce prices and discounts?
Compared with previous years, some brands have lowered the threshold for taking goods and increased the development of small terminals, while some brands have given up the refined operation strategy, and some brands have reduced their investment in the channel side and invested more expenses directly in the C-side.
According to a survey by wine industry experts, the tasks of the three major foreign wine brands for the channel during the Spring Festival this year have generally decreased by 20%-30%. Some Hennessy dealers reported that compared with the previous Mid-Autumn Festival task volume of 10 million, this year's Spring Festival has decreased by 4 million. Another obvious trend is the skew towards fees on the C-side. In order to deplete inventory and reduce pressure, foreign wine brands have increased their promotional efforts, or stimulated sales through price reductions and discounts.
As a pioneer in the wine industry, Martell's parent brand Pernod Ricard took the lead in launching the Lejian code in 2015, giving the product a unique identity, consumers only need to scan the QR code on the outer label of the bottle cap of its product to confirm the authenticity of the product or scan the QR code on the outside of the bottle cap, verify the authenticity through the digital platform, and then enter the three-digit verification code on the label inside the bottle seal to complete the double identification.
In addition to the function of anti-counterfeiting traceability, Lejian code also adds the marketing function of interactive lottery. In this Spring Festival marketing season, Martell launched the "Open the bottle and scan the code, everyone has a prize" New Year to win red envelopes and scan the code scanning activity, in the midst of a number of discounts and price reductions, in the form of scanning code lottery to quickly realize the C-end orientation of the cost and the rapid increase of terminal sales.
Second, with one thing and one yard, Martell is fast "three" steps
1. The momentum is fast
If you copy the promotion method of price reduction and discount, the online e-commerce company will change the price, and the offline terminal stores will also have to modify the price tag, which will require a certain amount of time and energy. Martell itself is equipped with one thing and one code, and there is no need to change the product packaging or price after the increase in the code scanning lottery, and the profit is transferred to consumers in the way of a lottery, and the cost is directly invested in the C-end, saving the manpower and time costs in the middle.
After the end of the QR code scanning activity, if the brand wants to launch a new QR code scanning promotion, there is no need to replace the QR code, and only need to replace the event page with the original link, and the QR code scanning promotion can be promoted normally. In this way, the QR code can be reused to save more coding costs.
Even if you don't have a one-item-one-code, you can also get started quickly, and you only need to print the QR code on the product packaging, without changing the packaging in a large area, reducing the investment cost of Pinxuan in the early stage.
In this way, Martell is one step ahead of the curve.
2. Fast spread
When consumers receive the goods offline, they scan the QR code on the bottle body, and after entering the 3-digit hidden verification code, they will enter the online activity page of the Mini Program, and the online and offline are opened up at this moment, and consumers can understand and participate in the activity through any channel. Martell uses WeChat mini programs as the carrier online, revolves around the WeChat ecosystem, and spreads in WeChat Moments and WeChat groups in the form of native advertising.
Offline, in order to cooperate with the event, the terminal store will put up the event poster under the guidance of the salesman, and consumers who come to the store can learn about the event information at the first time. The shopping guide and store owner of the terminal will also introduce the event to consumers, promote the product, and promote the spread of the event in the offline circle.
The scan code lottery has the name of the activity, the prize of the activity, the limitation of the activity time, the activity area, and the requirements of the activity, so it is a marketing event, and these labels can quickly form the publicity point of the activity and promote the re-dissemination of the activity. Compared with a simple price reduction, a large price reduction may cause panic among consumers, and then have doubts about the company's business conditions.
Brands also usually set up interactive games on the event page, such as interactive mini-games such as turntable lottery and crane machine lottery, which add fun to the lottery and enhance consumers' enthusiasm for participation.
3. The effect is fast
In the past, the final promotional price is closely related to the terminal purchase price, but after layers of channel providers' fee interception, the arrival price of each terminal is different, so that the terminal price has a gap in the amount, and consumers can get how much discount they can get, and the brand does not know. After the application of one thing and one code, the C-end fee is fully controlled by the brand owner, and the cost flows directly into the consumer's pocket from the brand owner's pocket through scanning the code, omitting the intermediate link and avoiding the possibility of the cost being intercepted halfway. Consumers automatically upload relevant information in the process of scanning the code, such as geographical location, personal information, prize information, etc., and the brand owner can see the result of scanning the code in the background of the system, track the whereabouts of the expenses in real time, and spend every penny on the blade.
Through the statistics of the number of scans and the rate of scanning in a certain area, brands can quickly analyze the sales and inventory data in the region, and with the continuous update of the scanning data, brands can grasp the real-time dynamic sales data of the first-line market, and compare the scanning data before and after, and the brand can also evaluate the effect of scanning code promotional activities.
For brands, winning in time is winning in sales, and finding out the market trends first will help brands make more reasonable and scientific decisions in the future.
3. Summary
When Martell changed the C-end expense delivery, it realized the digital presentation of marketing expenses with the help of one thing and one code. Only one QR code is needed to plan a marketing event, only one QR code scanning activity link can trigger an online and offline communication carnival, and only one code scanning action is needed to complete the direct diversion of expenses to the C-side.
About Mido
Founded in 2014, Miduo is mainly engaged in big data engine system, with three core products "one thing, one code, social cloud store, CDP", and is committed to building an online industrial service platform based on "three-dimensional connection, data commonality, traffic sharing, panoramic resonance, global empowerment, and full-chain win-win" with EBC as the core, industrial router as the carrier, and BC integration as the entry point. Provide one-stop comprehensive service solutions including commodities, technology, marketing, data, logistics and other services for enterprises related to the industrial chain, and promote the digital transformation of marketing for operators in all links of the industrial chain, especially brand owners in the large consumption field.
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