"Spring Festival Gala Same Style" won the top ten of Taobao's hot search! These merchants win

World Internet merchant Yang Jie Liu Yukun

Edited by Wu Lingwei

At 8 p.m. on January 21, the Spring Festival Gala of the Year of the Rabbit came to us as scheduled.

Since 1983, the Spring Festival Gala that has accompanied Chinese for 40 years still has a national influence, and it has unexpectedly become a "live broadcast with goods" with wide coverage. Zhang Xiaofei, the "queen of goods" of the Spring Festival Gala, has brought two clothes on the hot search in the previous two Spring Festival Galas.

This year's Spring Festival Gala continued to play a strong role in brand display and star delivery. Since 8 o'clock, the same clothing of many stars has all appeared on the hot search, and netizens said, "I can't brush the same style." After the Spring Festival Gala, Qin Lan's same green cardigan, Zhao Liying's same red dress, Yang Zi's same coat and the same women's shoes ranked 1-4 on the Taobao hot search list.

The Spring Festival Gala won the top ten of the hot search

For merchants, the Spring Festival Gala is a huge traffic stage that cannot be missed. Some merchants have contacted celebrities early in the morning, hoping to expose their products in a few minutes; According to the "Reuters photos" of the stars of the Spring Festival Gala, some clothing daigou advertised their buyer business when the Spring Festival Gala was broadcast. For them, the star styling of the Spring Festival Gala is a business and one of the wind vanes of the trend; There are also merchants who predict and plan product production in advance according to the Spring Festival Gala program list, they either bet on success or turn in time, and the goal is to start the first shot of the New Year business.

On the first day of the Year of the Rabbit, the competition between merchants begins.

Sold out in 12 minutes, Qin Lan became the new "walking grass planter"

The earliest successful delivery at the Spring Festival Gala may be Niu Li in 2010. At that time, Niu Li attracted the attraction of thousands of audiences with a pink coat in a sketch with Guo Donglin. At that time, the mobile Internet had not yet become a trend, and everyone discussed with each other on the Tianya forum, and it took 2 days for netizens to post to confirm the purchase channel of this dress.

At present, from discovery, search to the next single star of the same model, it is already something that consumers can do at will.

At this year's Spring Festival Gala in the Year of the Rabbit, a group of viewers were rubbing their fists in front of the screen and waiting to "search for the same model". Zhang Xiaofei, whose ability to carry goods was unanimously "sealed" and certified by netizens, sent out a New Year greeting video before the start of the Spring Festival Gala. She appeared for a few minutes, and the rabbit ear print sweater she was wearing had been picked up by sharp-eyed netizens, and then she was on Weibo hot search and once rushed to the fourth place. "Zhang Xiaofei's sweater is a little good-looking" and "I want the same style", many people said.

THIS RABBIT EAR SWEATER FROM LANVIN AND PRENOUNCE IS OFFICIALLY PRICED AT 5900 YUAN ON TMALL, AND MANY NETIZENS RUSHED INTO THE FLAGSHIP STORE TO BUY THE SAME MODEL.

It is worth noting that at the Spring Festival Gala in the Year of the Rabbit, Qin Lan took over Zhang Xiaofei and became a new "walking grass planter".

"We have become brothers, I am not as good as your brother in your heart", "There is a sacrifice to have it, I am so good with your brother, it's not because of your brother, I have to do it", "Your little vault was discovered by me". In the sketch performance "On the Hot Search", Qin Lan wore a green cardigan sweater, jeans and boots, with simple and capable short hair, and the whole person looked youthful and energetic. Such daily outfits have caused a lot of discussion on Weibo.

The show is not over, Qin Lan's same Ganni green blend cardigan on Tmall luxury products was sold out in size S in five minutes, and all sizes were sold out after 12 minutes, and many netizens ridiculed, this wave is really "Spring Festival Gala lying win advertising".

Also "lying to win", there are many clothing brands. Yang Zi wore Max Mara's classic Manuela red coat, which quickly attracted tens of thousands of people into the store after appearing. After the same coat was sold out, the similar coat and underwear were also sold out; The Stuart Weitzman Chelsea Smoker Boots worn by Zhao Jinmai attracted many spectators to search for the same style while chasing the party; Classical dance costumes also accompanied the dance show "Ikari Bridge" a little out of the circle...

In addition to these celebrity upper body clothing items, the cute and loving year of the rabbit, the goods with high rabbit content are naturally a hot spot. On the stage of the Spring Festival Gala, the mascots of the Year of the Rabbit "Rabbit Tuantuan" and "Rabbit Yuanyuan" made a collective appearance, which were loved by many netizens.

That night, in the live broadcast of the Spring Festival Gala on WeChat Channels, shopping links of rabbit tuantuan and rabbit round were hung up. On Taobao, CCTV also sells various cultural and creative products for the Year of the Rabbit through the "Zongtai Cultural and Creative Flagship Store", with a monthly sales of more than 200 bunny bracelets worth 880 yuan, and the most popular is the rabbit group doll, priced at 188 yuan, and the monthly sales have exceeded 1,000.

It is also out of the circle, seize the business opportunity and start the year without worry

The Spring Festival Gala is still a channel that can attract the attention of hundreds of millions of consumers for hours, and merchants will naturally not miss the opportunity to participate in it.

Previously, some stylists said that when celebrities land on the Spring Festival Gala, they will borrow clothes, jewelry, underwear, etc. from at least 20 brands, and some luxury brands will often be favored by stars. This means huge competition, and it is common for celebrities to temporarily decide to change their clothing, and for these brands, what they need to do is to let the stars wear their own clothes as much as possible, and then get a significant increase in brand voice through the Spring Festival Gala.

The big-name buyers who have been born around the clothing business will naturally not miss the hot spots. At 8 o'clock, the Spring Festival Gala began, and they also "went to work". A daigou posted 21 moments on the night of the Chinese New Year's Eve and found the same models of major stars, including Qin Hailu, Wu Lei, Wan Qian, Song Yi... Daigou bluntly said: The final exam of the buyer, the Spring Festival Gala is a roll.

In addition to big names, there are also a group of merchants stationed in front of the TV at night Chinese New Year's Eve, hoping to keep up with the hot spots of the Spring Festival Gala in time and grasp new business opportunities.

Kaqi flagship store is a Tmall merchant specializing in mobile phone cases. The owner of the card store told "The World Netizen" that after the Spring Festival Gala announced the program list, the company predicted that the talk show might explode, so he decided to make a golden sentence mobile phone case related to the talk show. But after squatting for the Spring Festival Gala, Kaqi accidentally found a bigger bright spot.

That night, Yue Yunpeng and Sun Yue brought a crosstalk performance "My Change, Change, Change" on the Spring Festival Gala stage, and Yue Yunpeng also played magic tricks on the spot - handkerchief turned into roast chicken. Then actor Zhang Ruoyun took the chicken leg and stuffed it into his mouth under the stage, not only was made into a joyful emoji by netizens, but also instantly on Weibo hot search, some netizens complained, "Give the child 10 plates, it's appetizing to watch." ”

The Spring Festival Gala camera swept over, and the star's presence performance had a topicality, which gave Kaqi a new design idea immediately - hand-painted the picture of Zhang Ruoyun eating roast chicken into a mobile phone case.

The Spring Festival Gala has not yet ended, and the same mobile phone case of "Zhang Ruoyun Eats Roast Chicken" in the flagship store of Kaki has already been on the shelves. It is understood that for Zhang Ruoyun's image, each product is prepared with 2000-3000 stock, and this quickly attracted many people to buy in the store. "World Netizen" noticed that after Zhang Ruoyun's chicken mobile phone case was put on the shelves, it ranked fifth in Taobao's popular searches.

"We actually designed the pattern while watching the Spring Festival Gala, but we didn't expect that it would explode all of a sudden, and some guests even asked if the local area could flash it." The flagship store said.

After the path of "Spring Festival Gala with the same style" has been verified many times, many big brands and small businesses have found their own ways to grow. Behind this, not only thanks to the traffic effect of the Spring Festival Gala, more sensitive merchants and consumers, better shopping search tools than ever before, and social media platforms that provide real-time interaction - even e-commerce platforms such as Taobao can follow up hot spots in time and give trend rankings according to the discussion heat of the Spring Festival Gala in the first time - are accelerating the birth of a Spring Festival Gala hit.

The Spring Festival is not only a festival for ordinary people to work hard for a year to treat themselves, but also an opportunity for businesses to break out.