Winter is thick, but domestic products are like ushering in the spring breeze of the season, blooming everywhere in the market. Especially in the recent double eleven, which is in full swing, I believe that everyone can deeply perceive that more and more Chinese brands are launching new products and have entered the fierce market competition. Taobao Live launched the super IP "New China", hoping to explore a more efficient, more accurate and more comprehensive Shangxin plan with more domestic brands. New China and Yili yogurt in this new marketing of domestic products is a perfect presentation of the new closed loop on the product.
Taobao live broadcast room yogurt on the home of new marketing
In recent years, more and more Chinese brands are gradually upgrading from "Made in China" to "Created in China". As a national tide drink brand that continues to accompany the growth of young people, Yili Yogurt chose to join the second season of Taobao Live China this time, hoping to let more new generation users see the innovation of national brands in products and feel the common growth of classic national brands and times and users.
China's first "sparkling milk" launched by the yogurt brand this year- yogurt milk vapor condenses the new spiritual core of the yogurt brand and the new population of the Z generation that resonates with the new crowd - the oriental new carbonated tide drink.
Through the solutions and traffic blessings provided by Taobao Live China, Yili Yogurt Won tens of millions of exposures in this event in Xinrui China. For a new product, this result is very good. Of course, it is no accident that the yogurt milk double eleven out of the circle, one is that the yogurt brand innovatively integrates milk and bubbles, and creates new advantages for new products, such as dense bubble taste, healthy protein, low calorie and other product advantages, providing consumers with a healthier and trendy carbonated drinking experience; second, in terms of marketing methods, focus on cooperation with the two-dimensional IP and artists that are popular with the new generation Z population.
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In addition, it is also inseparable from the powerful grass matrix gathered by Taobao Live's cutting-edge China - the escort of head anchors, star anchors, and vertical anchors.
The most grass-growing super IP enhances the efficiency of sales conversion
Why is "New China" the most grass-growing super IP? Specifically, the marketing strategy for this traffic matrix can be split into three phases:
1. Shorten the new cycle and quickly build awareness.
2. Push the new to create new, leading the consumption trend.
3. Wide and cognitive, immersive live broadcast drives conversion.
With the three dimensions of new scenes, new gameplay and new live broadcasting, it comprehensively covers the dissemination of new products in all aspects of the new listing period, growth period and continuation period. Create a complete closed loop of new exposure, in-depth experience, and promote purchase, provide full-link conversion of traffic to sales for new products, promote conversion through live broadcasting in a "broad and cognitive" way, and accelerate the efficiency of cutting-edge brands from out of the circle to the circle. Referring to Yili yogurt, the new product debuts as an explosion, promotes the cutting-edge brand to quickly cut into the industry, and realizes the psychological penetration of new products into consumers.
The second season of China, which has recently ended successfully, has brought thousands of national tide products into the public eye. It can be said that the IP of Xinrui China is far more than a live broadcast position for brand marketing to provide new product marketing, but also a powerful grip to drive brands to open up new tracks with new products, and Taobao Live is establishing a new industry pattern by leveraging the growth of cutting-edge brands.