When domestic cutting-edge brands, riding on the east wind of live broadcasting, what sparks will be wiped out?
The answer is, it will sell out!
On November 4, iqoo neo5 appeared in Via's live broadcast room. On the day of the live broadcast, iqoo neo5 won the sales champion of the full-price segment of Tmall Android mobile phones.
This isn't the first time the iqoo neo5 has won the title. Just past the double eleven opening period, iqoo neo5 won the double championship of sales and sales of android mobile phones on JD.com's third-party platform.
Winning once is luck, winning many times is strength. Iqoo neo5 has won multiple championships, which is closely related to its product strength as a "two-core machine king". However, in addition, iqoo hit the east wind of live broadcasting this year, which is also one of the key boosts.
Since the epidemic last year, the development momentum of live streaming with goods has become more and more fierce. During this year's Double Eleven period, Wei Ya and Li Jiaqi carried nearly 20 billion goods overnight, breaking the record again. On the other hand, with the normalization of live streaming with goods, consumers are more and more accustomed to rushing seconds in the live broadcast room, which makes it easier for products and brands to go out of the circle in the case of excellent quality of the product itself and strong comprehensive strength of the business.
And iqoo is undoubtedly the brand that has successfully gone out of the circle this year to ride the east wind of live streaming with goods.
Not only does iqoo neo5 have a bright performance in the via live broadcast room, during the double eleven opening period, iqoo also won the Top 2 of the Tmall Double 11 Live Broadcast Peak Mobile Phone List, the self-broadcast penetration rate of the mobile phone industry Top 1, and the real-time cumulative transaction amount of the big promotion exceeded 100 million.
This achievement is not easy to come by, first of all, compared with other competitors competing on the same stage, iqoo, which has been established for less than three years, is weaker in terms of brand influence; secondly, in the key promotional node of double eleven, the major manufacturers will come up with their best resources, the most competitive products and the fiercest discounts.
Therefore, on the whole, iqoo can achieve such good results, and it must be doing better in some aspects. In the author's opinion, there are two main aspects: first, deep ploughing self-broadcasting; second, adding dock anchors.
Taking one of these two aspects alone may not be so powerful, but once they are combined and used, it will form a momentum of comprehensive rise in sales and sales, which cannot be underestimated.
The first is deep ploughing and self-sowing. The word self-broadcast refers to the form of enterprises leaving the big coffee anchors and turning to live streaming with goods themselves. We mentioned earlier that the iqoo mobile phone self-broadcast penetration rate is high in the top 1 of the mobile phone industry, which is actually for a reason. Since its inception, iqoo has been aimed at a group of digital geeks who understand mobile phones and play mobile phones.
In the face of this group of people, if you want them to trust the brand, there is no other way but to obediently do the best mobile phone. Judging from iqoo's achievements in winning the top 7 of Chinese mobile phone brands in the third quarter of the year of its establishment, and winning the game mobile phone sales championship at the beginning of this year, iqoo's influence in this group of digital geeks and game e-sports players is not small. Of course, this is because every generation of iqoo mobile phones has not disappointed them.
Therefore, based on this trust, for this group of people, iqoo wants to engage in live promotions, and it will be better to come by yourself.
If deep ploughing and self-broadcasting is the only way for iqoo to revitalize the existing audience in the case of existing brand influence. Then, adding the anchor of the dock department is the only way for iqoo to expand its brand influence and increase new users.
As a mobile phone brand that has been established for less than three years, iqoo's user growth space is actually very large. On the one hand, the anchor of the dock department can let the head anchor sell the iqoo mobile phone to more people outside the circle and increase the brand market share; on the other hand, the head anchor selection is very strict, such as Via, 50 products are basically only 10% can pass.
The fact that the iqoo mobile phone can be sold out during the live broadcast of the head anchor shows that the product itself is of excellent quality and can gain the trust of the audience. And through the endorsement of the head anchor like Wei Ya, it is equivalent to making the brand exposure have the possibility of secondary dissemination.
Therefore, whether it is to sell more goods, increase the market share of the brand, or find endorsements and enhance the influence of the brand, adding the anchor of the dock department is the ultimate shortcut to achieve these goals.
In this way, iqoo hitched a ride on the east wind of live broadcasting with goods, and it is crucial to play a set of combination punches of "deep ploughing self-broadcast + plus dock anchor".
However, only powerful pigs can fly to the wind. Other manufacturers may easily play the combination of "deep ploughing self-broadcast + dock anchor", but these often do not completely determine the manufacturers to go further on the live broadcast track. To determine whether a manufacturer can go further, it is always necessary to have enough outstanding product capabilities. At present, iqoo mobile phones undoubtedly have such qualities.