Gathering to eat and drink, visit relatives and friends as the main scene of the New Year, some nut snack gift boxes suitable for family gatherings and door-to-door companionship have naturally become the main targets of public New Year goods consumption.
According to the Feigua data - commodity data market, the GMV of [pecans / nuts / fried goods] increased by as much as 273%, and the sales of 30-day categories reached 1.15 billion.
From the official launch of the 16-day Douyin Good Goods Festival on January 1, 2022, we found that during the New Year Festival, the well-known food brands Three Squirrels, Herbs Flavor and Good Shops won the TOP seats of food brands, which can be said to be the "troika" of nuts and snacks.
As the earliest brands to build the Douyin live e-commerce business position, they have long explored a set of mature FACT playing methods, that is, relying on merchant self-broadcast (F) and talent matrix (A) for daily operation, relying on holiday marketing (C) and head big V (T) to achieve product sales outbreaks.
FACT - Field brand self-broadcast, self-broadcast number fine layering, to meet a variety of consumer needs
According to feigua data, the brand GMV of three squirrels and good shops in the past 30 days exceeded 300 million, and the brand GMV of Baicaowei was close to 200 million. Three of them, the squirrel and the self-sowing number matrix of Baicaowei, both contributed nearly 50% of sales.
The three major brands are associated with 8-9 self-broadcast accounts, and through category segmentation, scene function segmentation, live broadcast period differentiation, etc., to serve users with different needs and different circles, and expand the radiation breadth of the brand.
Taking the Good Shop as an example, on the brand self-broadcast matrix, the flagship store of the Good Shop is the main position of traffic and sales, and at the same time it is equipped with the operating accounts of the sub-categories such as the Flagship Store of the Good Shop Nuts, the Flagship Store of the Nuts of the Good Shop, the Flagship Store of Dried Fruit Snacks, and the Flagship Store of The Fast Food of the Good Shop.
At the same time, the matrix account covers different broadcast periods, which can meet the purchase needs of users with different consumption habits and maximize traffic.
The matrix accounts of Three Squirrels and Baicaowei did not distinguish according to the product category, but built different live broadcast scenarios, such as factory live broadcast, simulated offline shelves, OBS push stream, etc., to create different live broadcast viewing experience.
In the live broadcast period, the matrix number of the three squirrels is mostly broadcast at the same time, and the main products are promoted synchronously, and the explosive product strategy is adopted in a neat and uniform manner to quickly increase brand sales.
FACT - Alliance Talent Matrix, multi-industry selection to match talents, expand traffic supply
Judging from the brand's transaction portrait, the main audience of the three squirrels, herbs and good shops are young people aged 25-35, and female users account for about 70%.
Among them, the "Z-generation crowd" TGI index of 18-24 years old is the highest, and the brand consumption willingness of this group is the strongest. New first-tier and third-tier cities account for the largest proportion of consumers, while the more sinking regional brand preferences are higher.
Therefore, in the creation of the matrix of promoting talents, it is the key to attract young consumer groups, and it is also necessary to take into account the purchase preferences of "urban people" and "sinking users".
In terms of the talent matrix, in the past 30 days, the number of hot pushers in the good shop is 6,000+, the number of hot pushers for the three squirrels is as high as 10,000+.
The three major brands of goods broadcasters span across 30+ industries, with a wide and scattered industry distribution, all-round coverage of various interest groups.
Among them, celebrities, food, funny, Internet celebrities and beautiful women are the main force with goods, and these industries are also the gathering places of young consumers, and user portraits are more in line with the brand's benchmarking crowd.
FACT-Campaign marketing campaign, nodes take advantage of the momentum, concentrated detonation sales
Recently, the Spring Festival is approaching, the collection of New Year goods is the main consumer mentality of the public, how to make nut snacks adapt to the New Year goods scene, the demand of consumers, is the need for a series of marketing activities with nodes.
In the short video position, Baicaowei launched a number of nut gift box product publicity videos filmed by Liu Haoran, He Classmate and Fu Seoul from January 5 to 9, driving the sales atmosphere of the New Year Festival and promoting explosive products.
At the same time, a number of emotional reversal short dramas were released, combining current hot topics and playing warm cards to attract the attention of young consumers.
The good shop and the three squirrels are based on the live broadcast room screen as the main material, releasing multiple articles every day to "brush the screen", directly showing consumers explosive products, preferential prices and hot purchase atmosphere, draining the live broadcast room to promote sales conversion, and precipitating potential consumers of "big promotion sensitive type".
In the costume of the live broadcast room, the three major brands also highlighted the full "New Year's taste", the overall visual is mainly red, as well as the New Year's countdown, logistics shutdown countdown and other tips, shortening the audience's order decision-making time.
In terms of the main selection of products, the three major brands invariably chose the "gift box" products, which are large, sufficient, noodle, and can be shared, which is in line with the annual gift consumption habits of Chinese consumers.
T-TopKOL head big V tens of millions of people entered, achieving a win-win situation in one fell swoop
In addition to the full firepower of the brand matrix, the linkage head big V is carried out for special live broadcast or mixed live broadcast, which can effectively impulse and amplify the sound of the brand.
We can also see that the sales peak of the three squirrels, the taste of herbs, and the good shops all occurred on the day of the live broadcast of the big V with goods.
For example, the sales of Baicaowei on January 5 exceeded 2092w, and the first live broadcast of the Guangdong couple's New Year Goods Festival on the same day contributed about half of the sales results.
On the day, the commodity Baicao flavor quality nut gift box 1526g obtained about 34 minutes of explanation time in the live broadcast, which can be regarded as the main product in the live broadcast, combined with 2 pieces of 50% off welfare activities, the sales of a single product directly exceeded 10 million.
As early as December 27 last year, the rainbow couple opened a special live broadcast of the New Year Festival, and mainly promoted the new IP gift box "Golden Tiger Xianrui", which contributed most of the sales of the brand on the day, and the IP gift box "Golden Tiger Xianrui" also became the champion single product of the live broadcast.
Talent special + IP marketing has made the good shop fight a beautiful battle, and achieved a win-win situation of product and effect integration.
Making good use of the idea of FACT to do a good job can not only help merchants achieve sales growth in a short period of time with the help of various node marketing and artificial potential, but also greatly beneficial to the precipitation of the brand itself.
Through the construction of the brand live broadcast room, the hierarchical operation of the matrix live broadcast room is realized, the different user layers are accurately reached, and the new, conversion and repurchase are efficiently realized, so as to further accumulate the loyal consumers of the brand and improve the brand voice.
In the solid daily live broadcast and diversified node marketing, it is also possible to accumulate rich user portraits, delivery data, and transaction data, so as to accumulate data assets for brands and use data to drive more efficient and scientific business optimization.
2021 is known as the first year of brand self-broadcasting, in this year, more and more merchants and brands choose to embrace self-broadcasting, precisely because they see the long-term value of brand self-broadcasting.
The new year has arrived, a new marketing campaign is about to start, we will also pay attention to the dynamics and gameplay in the field of self-broadcasting with you, and witness innovation and progress together.