<h1 style="text-align: center;">Taobao,</h1>"
<h1 style="text-align: center;" > you don't know anything about "New Year's Goods" and "Ugly Things"! </h1>
This year's New Year, have you received special New Year goods?
For example: lazy sharp weapon automatic melon seed machine, mahjong machine that only needs three people to play, festive and environmentally friendly electronic firecrackers, and a big red New Year mask reflecting blessings.
Yes, you read that right, these seem useless New Year goods. During the Spring Festival of the Year of the Ox, reliable, practical and exquisite have become an inconspicuous part, and unreliable and funny are becoming a new popularity.
A few years ago, on the 29th of The 29th of La, the award ceremony of the first "Taobao Outrageous New Year Goods Competition" was held online. After half a month of fierce competition, in the end, the three-person mahjong machine won the championship of the Taobao Outrageous New Year Goods Competition.
As we all know, mahjong has always been a leisure activity for four people to participate in, but the three-person mahjong machine has successfully solved the troubles of three lacks, and is an excellent tool for the family of three to reunite for the New Year and set off the atmosphere.
In addition, the hot pot mahjong integrated table is also an excellent representative of outrageous New Year goods, successfully helping Sichuan people to achieve a high degree of unity of the two major hobbies, while eating hot pot while playing mahjong, can be described as a great joy in life.
In addition to the outrageous New Year goods four, other outrageous New Year goods are also full of points of view, such as a one-person table tennis exerciser that can be played by a single person, a "big name" poker with an area ten times that of ordinary poker, a spicy strip stuffing "red packet", "coming to the New Year stall" and the air of Hulunbuir...
For this selection, Taobao has made no less efforts. To this end, the Taobao Outrageous New Year Goods Organizing Committee was specially established, and thousands of submissions were collected through community platforms such as Weibo, WeChat, Douban, Ie, and B Station on a global scale, and finally selected the top four outrageous New Year goods among the top 40 outrageous New Year goods.
In fact, this is not the first time that Taobao has held a selection of strange products. At the end of December 2020, Taobao also cooperated with the "Douban Ugly Things Protection Association Group" to hold the Taobao Ugly Things Award Ceremony.
Ugly stuff, how ugly? Green fish masks, tiger uphill pantyhose, alien dolls, 3D long-legged kites, wool felt in the hands of buyers, are among the top five kings.
In addition, there are some funny products that are both practical, such as hot-eyed anti-color wolf leg sweater pants, which are ugly, but may really work at critical times. For example, the dragon fruit-shaped green hat, anyone who wears it will exude a unique sense of cuteness.
In short, only you can't think of it, there is no outrageous New Year goods and ugly things that Taobao can't buy!
<h1 style="text-align: center;" > by virtue of "outrageous" and "ugly"</h1>
<h1 style="text-align: center;" > Taobao did a reliable and beautiful event! </h1>
From the selection of ugly things to the outrageous New Year awards, Taobao can be said to have earned enough gimmicks.
Take the 2020 Taobao Ugly Things Contest, under the weibo interactive topic, more than 1500 netizens actively participated in the interaction, leaving their own ugly things, and this is just the interaction volume of a platform on Weibo.
The 1500 data is not a huge and absolute success for Taobao, but it is a niche activity that attracts a small group of people who are interested in strange Internet celebrity products.
From a practical point of view, in Taobao search for "2020 ugly things awards", as well as outrageous New Year goods related products, sales are actually not optimistic. Once the origin of the activity has passed, people's attention to strange objects will also decline greatly, but Taobao is still willing to spend time to do this, which still shows its significance.
First of all, the ugly things and outrageous New Year goods contest represent an atmosphere, an attitude, and the main purpose is to narrow the distance between Taobao and young people.
In response to the outrageous New Year goods competition, the outrageous New Year goods organizing committee said that outrageous is not the purpose, but an attitude, showing the diversified life spectrum of young people. To put it simply, although these things go beyond the practicality and aesthetic value of normal commodities, they can arouse the topic and attract the wide attention and discussion of young people, and their purpose has been achieved.
In addition, the ugly thing awards and outrageous New Year goods selection are essentially marketing, and are likely to become iconic events and events unique to Taobao.
From Taobao Double 11 to Alipay Set Wufu, Ali has always been a leader in marketing creativity. Ugly things and outrageous New Year goods are sold on major e-commerce platforms, only Taobao combined with these goods to hold activities, which highlights Taobao's unusual creativity. If these activities are held every year, they will become a user habit, just like the double 11 hand chopping and the Spring Festival collection of five blessings.
Maybe one day, judging the ugly things and outrageous New Year goods every year will also become a habit of consumers!
Combining the above two points, these activities held by Taobao seem useless, but in fact, they imply profound significance.
When the post-90s and post-00s have become the mainstay of the consumer market, they have more emotional expectations for goods and brands. What Taobao has done is to meet the emotional needs of a new generation of young consumers in addition to basic consumption!
<h1>Ugly and useless strange goods,</h1>
<h1 style="text-align: center;"> can also sell 10,000 a month!" </h1>
There is a famous Japanese drama called "Escape Is Shameful but Useful".
To borrow the tone of this sentence, these strange goods on Taobao, although useless and ugly, do not prevent them from being popular and popular.
In Taobao search for "net red mask", the top one is the "green fish head cover" in the 2020 ugly things award, which is such an ugly head cover, the monthly sales of the first few stores are more than 10,000, and the monthly sales of hundreds of stores are everywhere.
According to the highest sales volume, the unit price is 23, the monthly sales are 17,000, and the total sales are nearly 400,000.
For example, the highest monthly sales of melon seed artifacts priced at 69 are also 7,000, and there are many stores with sales of thousands or hundreds.
Open the comment area of these products, consumer reviews are mostly "interesting", "funny" and other descriptions. Compared with other products, this type of product is also more interactive with the user.
The consumption logic behind the explosion of strange goods is undoubtedly a new opportunity for merchants!
First of all, today's young people are willing to pay for "fun"!
Commodity value is mainly divided into two types, one is practical value and the other is emotional value. And when everyone is rushing towards the tide of usefulness, the strange goods that satisfy consumers' curiosity and entertainment are based on this point of fun, capturing the hearts of consumers and making them willing to pay for it.
In addition, the short video platform with huge traffic is still an excellent channel with "explosive models".
It is worth noting that many of the Internet celebrity toys represented by the "green fish head cover" were first popular on the short video platform. It is precisely with the early dissemination that these goods can widely attract people's attention and complete the transformation.
The above two points, one is the product, one is marketing, for all e-commerce practitioners, are two points worth paying attention to.
Finally, on today's outrageous New Year goods and ugly things, to borrow a sentence from the famous product manager Liu Ling: "Catching young people is not the goal, playing together is the last word." Liu Ling's play highlights the fun and entertainment of brand building, while the goods specific to Taobao are a kind of consumer demand that young people seek novelty and stimulation.
As for ugly things and strange goods, although they are not exquisite or beautiful, if the world is beautiful, it is too boring, and ugly and outrageous is also an attitude.
Author: Old Electric