Editor| Azhi
"Marketing Highlights" pays attention to all interesting and informative brand marketing dynamics, and selects interesting case updates every week.
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01. Wang Meng "took the fly" Migu
On February 13th, the official Weibo of Migu Sports announced the launch of the "Maoxiang" handmade gift box authorized by Wang Meng and Huang Jianxiang himself and personally supervised, and the pre-sale page shows that the Q version of the handmade price single and combination models are 99 yuan and 188 yuan respectively, and the expected delivery time is late May.
After the pre-sale was opened, many users posted a single post, saying that during the Winter Olympics, they specially downloaded Migu videos because they liked Wang Meng's commentary, recharged members, and were willing to pay for the hand-made peripherals. Similarly, the Q version of the handmade gift box of Gu Ailing, a popular athlete in the Beijing Winter Olympics, is also sold on Migu Mall.
The source of the image is official
As the official broadcaster of the 2022 Beijing Winter Olympics, Migu Video and CCTV, owned by China Mobile, are the only two apps that allow users to watch the live broadcast of the Winter Olympics on the mobile terminal.
The scarce live broadcast rights of the Winter Olympics have brought huge traffic to Migu Video, and Wang Meng, as one of the commentators of the Winter Olympics invited by Migu Video, quickly came out of the circle with professional, personalized and humorous commentary, which is also one of the key factors in the recent "flying" Migu.
According to incomplete statistics, since the opening of the Winter Olympics, there have been as many as 19 hot searches on Weibo about Wang Meng, and more than 8100 notes on the Little Red Book. Baidu index shows that the search index of the keyword Wang Meng peaked on February 6 (the first short track speed skating competition was explained on February 5), and then the search index of Migu Video continued to rise and reached a peak for three days, and the search popularity of the two rose and fell in the same trend before the 15th (short track speed skating ended on February 16).
The Baidu search index trend of Wang Meng and Migu Video in the period of 2.2-2.15
Qimai data shows that since February 5, the download volume of Migu videos has risen sharply, from 84637 in a single day to 316937 times, rushing to the second place in the AppStore free download list, second only to CCTV.
Long video track scuffle for many years, Aiyouteng three long-term control of the first echelon, in the film and television drama variety show copyright has built a deep moat, but still facing losses, membership growth slowdown and other dilemmas. Other platforms want to gain a foothold in the long-form video competition, and sports, e-sports and other areas with high national popularity are the key to the future content copyright competition.
For Migu Video, the key opinion leaders of the bet took advantage of the opportunity to go out of the circle and closely follow the development of THE IP derivative peripherals of the heat, and a series of plans are effective operational actions to amplify the exposure heat at this stage.
But objectively speaking, the huge traffic growth brought by top-notch sports events in the short term will inevitably fall back with the end of the schedule, and how to retain and digest this traffic is a problem. The first is to have continuous high-quality content to undertake, and the second is to focus on popular IP, KOL linkage, and co-creation of diversified activities, improve the retention rate of new users in long-term operation, revitalize old users and enhance stickiness, which is the key to whether the platform side can achieve curve overtaking.
02. Blind Box Rural Love Blind Box 2.0 is online, how does the "Longevity Drama" IP operate?
On the day of the February 15 Yen Festival, the official Weibo of Rural Love announced that the "Rural Love Fashion Clothing Series Blind Box" will be officially released on February 17, which is also the official 2.0 series version after the first pop-up circle of the Rural Love Blind Box last year.
On the day of the announcement of the news, many netizens posted that they were willing to pay for the new series that was full of northeast fashion atmosphere. In fact, the launch of the new IP peripheral is also one of the market communication actions made by Youku's "Country Love 14" that is being broadcast exclusively on the whole network.
As a domestic TV series that was launched in 2006 and updated for more than 10 years, the "longevity" of Xiangai IP surprised many viewers, and even maintained a high degree of popularity and topic in the past two years of the episode update cycle. The data shows that on the first day of the launch of Xiangai 14 Spring Festival, it won the Top 1 of the Youku Gathering Heat List, and the lighthouse data showed that the drama ranked first in the whole network in the first day of real-time positive film broadcasting, reaching 14.89%.
At the content level, in addition to the relative success in the early stage of story background and character personality three-dimensional shaping, the script content of its subsequent series is closely integrated with social hot trends, which also allows the series to have topic penetration and extensibility, breaking the restrictions of rural dramas more popular in the northeast region.
At the user level, the "longevity" of nostalgia is also inseparable from the emotional pursuit of old fans after the 80s and 90s. According to Youku data, the proportion of post-90s viewers among xiangai fans is closer to 50%, and it can be popular among young people while having a sense of companionship, which is an important trait for many old IPs to maintain their vitality.
At the operational level, in recent years, the township love broadcast node was selected during the Spring Festival, similar to grabbing the five blessings or sending WeChat red envelopes, which are superimposed on the traditional festival nodes with specific behaviors, intentionally combining homecoming love with New Year customs. In addition, the ghost animal video produced by Xie Guangkun, Zhao Si and other characters on the B station also strengthens the dissemination of the second creation content.
The planning of the nostalgic blind box is to exert efforts on the IP derivative peripherals, combined with the popular trend of hand-made tide play in the past two years, and grasp the emotional dividends of the rejuvenation of drama fans. Of course, the effect of blind box marketing is strongly related to the age structure and purchasing power of IP powder, and it is also the key to the blind box of hometown love.
03. China Central Radio and Television Corporation x QQ Music released the original IP digital collection of the Zodiac
On the day of the Lantern Festival on February 15th, the digital commemorative ticket of the original IP digital collection of China Radio and Television Corporation "Twelve Zodiac Ice and Snow Story" was officially launched on QQ Music. 12 different styles of digital commemorative tickets are sold randomly, each user is limited to 1 copy, the price of each copy is 29.9 yuan, and the total number of shares issued is 24,000 copies.
It is reported that this set of digital commemorative stamp character design inherits the original national tide IP of CCTV since 2014, and has comprehensively upgraded its socialization, re-integrating the ice and snow theme with traditional Chinese cultural elements such as zodiac signs and Fuwa and modern scientific and technological elements.
According to the QQ music official blog, before the release of the set of commemorative tickets, the total number of online reservations exceeded 350,000, which also refreshed the historical record of the number of reservations for TME's digital collections, and 24,000 digital collections were sold out in 10 seconds.
From the Digital Snowflakes of the Winter Olympics to the Digital Commemorative Tickets, digital collections are gaining popularity among ordinary users through more popular channels and forms. In fact, around the emergence and rise of digital artworks, QQ Music, as a platform party, has successively linked a number of people in different fields such as music and museums since last year, launched digital tapes, vinyl NTF and other collections, and explored diversified forms of innovation combining content and virtual digital technology.
04. Genki Forest "Won the Hemp"
On February 15, in the final of the men's big jump in snowboarding at the Beijing Winter Olympics, Su Yiming won the championship with a total score of 182.5 points, becoming the sixth gold medal won by the Chinese team. Immediately following Su Yiming's gold hot search, Yuanqi Forest also rushed to Weibo hot search.
In October last year, Yuanqi Forest officially announced the cooperation of three brands "Yuanqi New Youth", namely Gu Ailing, Su Yiming and Xu Mengtao, all three athletes won gold in this Beijing Winter Olympics, Yuanqi Forest prophet, Yuanqi Forest win hemp and other topics also caused many netizens to discuss.
Just like the previous gu ailing winning the Ruixing brand popularity, the Baidu index shows that on the day of Su Yiming's victory on February 15, the Baidu search index of Yuanqi Forest increased by 220% over the previous day. The choice of spokespersons and the accuracy of market launch have increasingly become the key to the explosion of brand popularity and topics.
05. The sales of commemorative products for the Winter Olympics increased by 21.2 times year-on-year, and the popularity of ice and snow theme tours increased
On February 11, according to the Central Broadcasting Network, Gao Feng, spokesman of the Ministry of Commerce, pointed out at a regular press conference held by the Ministry of Commerce on February 10 that the "2022 National Online New Year Goods Festival" Winter Olympic commodities and ice and snow equipment sales were strong, the sales of Winter Olympic charter commemorative goods increased by 21.2 times year-on-year, and the sales of ski equipment and ski clothing increased by 62.9% and 61.2% respectively year-on-year.
With the development of the Beijing Winter Olympic Games, the sales of winter Olympic commodities and ice and snow equipment continued to be strong. According to Taobao data, the sales of the Tmall Olympic flagship store began to soar from the beginning of February, reaching the highest value on the day of the opening ceremony on February 4, about 11.6 million yuan, and the single-day sales volume exceeded 100,000 pieces.
In addition to the above-mentioned licensed goods and ski equipment, Gao Feng also pointed out at the press conference that the popularity of ice and snow theme tours is high. During the New Year Festival, online ski ticket sales increased by 102.1% year-on-year, and the order volume of ice and snow tourism products on related e-commerce platforms increased by more than 30% year-on-year.
It is foreseeable that different products, activities, and offline attractions around the Winter Olympics, ice and snow sports equipment, ice and snow parks, sports outings, etc. will have a high degree of popularity and attractiveness in the future.
06. Master Kong launches "unlabeled" beverages
Recently, Master Kong's official Weibo of Iced Tea announced the launch of the first unlabeled beverage, which is packaged in unlabeled PET bottles with the main low-carbon concept, with the purpose of helping carbon reduction and public welfare. The official promise will donate 0.1 yuan for each transaction transaction to Ren Bird Fei's private guardianship public welfare action, and Master Kong is also the first company in China to launch a label-free drink.
It is reported that the unlabeled beverages first promoted by Master Kong are still in the testing stage, only involving Master Kong's iced black tea and sugar-free iced black tea two products, and can only be sold by box, the current official purchase channel is only Tmall Master Kang beverage flagship store, not synchronized with the offline retail channels on the shelves.
07. China Post opens a coffee shop
Recently, according to a number of media reports, China Post officially entered the coffee market, and the first store of "Post Office Coffee" was officially opened in Xiamen Guomao Building on February 14, Valentine's Day. It is reported that the post office coffee commodities include tea, coffee, desserts and postal peripherals, drink prices fluctuate between 20-40 yuan, and the store can provide two services: self-pickup and delivery to home.
According to the "Postal Coffee" WeChat public account, post office coffee is to transform and upgrade the original International Trade Post Branch, superimpose coffee drinks and postal culture creative services on the basis of retaining universal postal services, break the restrictions of simple postal service places in the past post offices, and expand social, tea drinking and experience postal culture.
It is reported that in 2022, post office coffee will successively open special post office coffee shops in first- and second-tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen. Based on the popularity of postal outlets throughout the country, the spread of chain coffee also has certain basic advantages.
It is worth noting that in recent days, Starbucks, Tims, Luckin and other coffee brands have frequently searched for price increases, and the prices of some drinks have been raised, and the official explanation is that the price increase is a combination of factors such as the increase in comprehensive operating costs, but it still triggers extensive discussion and dissatisfaction among netizens. Under the official video of the post office coffee xiaohongshu, many users left messages saying "suggest national promotion" and "cheer for the national team".
(The accompanying pictures and gifs of the article are from the official Weibo release of the enterprise.) ）