Source: Youwang Data
After Qingming, the rain increased and the weather became warmer. For brand merchants, it is the right time to go outdoors, although the spring marketing is coming to an end, but it also ushered in the early summer renewal season. How to take advantage of platform activities and grasp the hot trend of the festival has become the focus of phased marketing of merchants.
A spring outing meets an early summer rejuvenation
Seasonal good-priced items are on sale
The spring flowers are blooming, the wind is light and the grass is green, it is the most beautiful April day in the world. But for the brand marketing that is at the forefront, it is now the season of spring and summer, and it is time to start the next node marketing.
Recently, the video account has launched the "Early Summer New Season" activity for the apparel industry, and the event column page displays the daily celebrity live broadcast room, brand live broadcast room recommendations, as well as various lists, such as today's goods list, total list of goods, brand goods list, talent goods list, etc.
Image source: Video account
We found from the "Product Ranking" of Youwang data that summer items such as ice silk pants, ice silk T-shirts, quick-drying pants, and sunscreen clothing have begun to sell well.
Youwang Data - Product Rankings
Take Yalu Bingsi quick-drying pants as an example, they have been at the top of the clothing product list for two consecutive weeks.
Youwang Data - Product Rankings
By looking at its 30-day "heat analysis", we found that it was mainly sold through live streaming from the end of March.
Youwang Data - Product Rankings
It can be seen from the "live broadcast with goods" that it is mainly in the form of cooperation with the live broadcast of talents. On April 17th, a special brand live broadcast was held with the talent "Xiaoyue Marrying the Northeast", and the total estimated sales of products in a single day exceeded 10,000 pieces.
Youwang Data - Store Details
In addition to exclusive cooperation, there are also influencers who distribute from the delivery center. From the "Blogger with Goods", it can be found that the most number of live broadcasts is a chess blogger "Blade Chess". His live broadcast room mainly talks about chess-related content, but the window will also bring all kinds of goods. Recently, the best sales are Yalu's seasonal, well-priced quick-drying pants.
Youwang Data - Store Details
The main popular products pay attention to collocation
Sales of branded goods soared
In the "Brand List", we found that La Chapelle's sales soared into the top three last week.
Youwang Data - Brand Product List
We can also see from the beginning of the article and the official event list of the video account that La Chapelle is at the top of the list of brands with goods.
Click on the brand details, we can see from the "Associated Live Broadcast" that it mainly adopts the method of brand self-broadcasting.
We found by observing the official live broadcast room that their anchors will mainly promote several popular products, recommend them in a loop, and pay great attention to complete sets of collocation, the same product, with different SKUs, and different collocations.
Image source: Video account
In addition, the background of the live broadcast room, light colors, and flowers, which match the theme of spring and summer and the color of the clothing, which is very comfortable visually.
At the same time, the anchor pays a lot of attention to the interaction with the user. Wanted, photographed, expedited and other links are as interactive as possible with the user. To a certain extent, it also heated up the live broadcast room.
From last week's "Product Ranking", we found that La Chapelle's two single products are at the top of the list, which shows that under the combination of the exposure of platform activities and the brand's own operation strategy, the live broadcast effect is remarkable.
Youwang Data - Product Rankings
初夏来临
Leading the food craze
The weather is getting hotter, and some cold vegetables and sauced vegetables are starting to be "appetizing" again. Since April, the sales of Haitian cold sauce have begun to soar.
Youwang Data - Store Details
Judging from the industry release of bloggers with goods, it is mainly food bloggers.
Youwang Data - Store Details
In addition to the regular live streaming, the most common way for food bloggers to bring goods is to send food tutorials with product links.
Youwang Data - Store Details
Many bloggers will post several similar coleslaw tutorial videos, sometimes with different ingredients, sometimes the same again, but everything remains the same.
For example, Tian Tian Gourmet T, since April, there have been 7 videos with links to Haitian cold sauce. Trying to make a video go viral with multiple pieces of content in order to drive product sales.
Youwang Data - Blogger Details
Recently, Channels has launched the theme activity of "Lighting the World, Humanistic Life Month", focusing on food, handicrafts, local arts and other humanities, encouraging practitioners, experts and experts in related fields to actively explore innovative ways of expression, and creating a warm spring life of "discovering the regional humanistic spirit and sharing the beauty of urban humanity" on Channels.
Among the bloggers who brought Haitian cold sauce products, there was a food blogger Didi Gourmet who participated in the event and brought the product many times.
Youwang Data - Store Details
From the blogger's "live streaming analysis", it can be found that his recent best-selling brand product is this Haitian cold sauce.
Youwang Data - Blogger Details
First, it is also boosted by platform activities, and secondly, it is also the main force of Bo to promote the product, and there is a good sales.
The above are the recent marketing trends of the video account and some hot-selling products, more content can be viewed on the official website of Youwang Data.
Note: The above data comes from the objective monitoring of [Youwang Data], some of the data may be limited by the monitoring mechanism, and may deviate from the actual data, and the results are for reference only.