In October, Douyin Xinrui released the theme of #New Moving Face Research Institute, jointly with the two new brands of Simcare Ximuyuan and Blank Me, starting from product strength and expressing a highly compatible brand attitude, and attacking the new generation of consumer main force gen z group.
Under the background of new consumption upgrades, the market reshuffle speed is accelerating, and Douyin e-commerce has launched the Douyin new cutting-edge release based on the advantages of the platform, helping new brands create ace tracks and run satisfactory acceleration results.
During the event, both brands achieved excellent results of GMV exceeding 10 million. Blank me self-broadcast strong growth, up 1001% from the week before the event; Ximu from the broadcast bigday invited the talent to ride into the self-broadcast room, gmv exceeded 256w, breaking the brand's history of a single self-broadcast record.
Help new brands find the right track and grasp the "traffic trump card"
As an Internet native, the gen z group has a more open consumption concept and a high acceptance of new brands, but also pays more attention to whether the brand culture is consistent with personal attitudes. The douyin xinrui release with the theme of "new moving face research institute", aims to unite Ximuyuan and blank me to create a content and consumption scene that can make gen z move, here there is "undefined new wave aesthetics and a variety of new sharp good things", is a pioneering, futuristic and attitude of the "Yan Institute" concept, to gen z to convey the new attitude of the brand, to establish a deep emotional connection between users and the brand.
In addition to the accurate insight of the marketing theme, the douyin new release will also be based on data, according to the brand's target population, product characteristics, etc., to develop customized support strategies, to achieve accurate traffic tilt matching, so that the brand can achieve user acquisition, conversion and retention through live broadcast, short video and other different forms, growth without detours.
Grasp the "platform ace" and play the "content ace" well
Traditional shopping is the purchase behavior of demand, while for the gen z group that pays more attention to self-experience and personal feelings, it is the "discovery" interest that causes purchases. During the Douyin New Sharp Release Event, Ximuyuan and Brown me both took advantage of the platform IP to hold annual events, showing the "new movement" action released by Douyin Xinrui with young, attitude and content brand events.
Ximuyuan stood out from many new brands of national tide with the posture of a dark horse, so that many people felt the magical power of scientific and technological skin care. Around the main customer group "Camellia Girl", Ximuyuan not only laid out the content in Douyin, but also invited the domestic cutting-edge singer-songwriter Naiwan to become the spokesperson of the brand's natural strength according to the brand characteristics and user preferences, made an official announcement during the event period, and entered the brand Douyin live broadcast room to interact with fans online. The brand's strong product strength and the high degree of overlap between the star and the brand spirit content have effectively contributed to the transformation of "star fans" to "brand fans".
At the same time, Ximuyuan built a yacht version of the "Nature Will Not Collapse" laboratory in Sanya, Hainan, inviting the high-quality evaluation kols on Douyin to form the #Not Collapse Heaven group#, for the new product "Taro Snail Toxin Tightening Series" deep-sea traceability, and output a series of punch card evaluation videos. Through diversified communication actions, the "brand attitude + product strength" is conveyed to the target group in the form of content, which stimulates users' interest in purchasing and diverts the Douyin store, and realizes the marketing effect of product and effect.
The blank me debuted with a new perspective of filling the Chinese makeup base, "breaking through" the beauty circle with the product base. During the launch of the Douyin new sharp, blank me invited Liu Meng, a celebrity base makeup recommendation officer, to appear in the live broadcast room of the brand Douyin to distribute benefits to fans. During the warm-up period of the event, the brand also linked up with the constellation master Tao Baibai sensei to make a new interpretation of the brand and products from the perspective of hot topics such as women's emotions and constellations. From celebrity fans to emotional KOLs, multi-field jointly initiated content topic interaction and established a multi-circle layer emotional communication link, which is intended to break the prejudice of the times, record diverse attitudes to life with confidence, and directly hit the hearts of consumers.
In addition, blank me also started from the resonance point between the target consumer and the brand attitude, and launched the theme marketing campaign of "pulling full of confidence and daring to be unconvinced" on the whole network. Since its launch, the exposure has exceeded 200 million, the number of Weibo topics read has exceeded 55 million, and the related hot search #Oilpox Muscle's Reward Powder Cream # has read more than 60 million+, with the attitude of content transmission, it has set off a high degree of discussion among the media and celebrities in the entire industry.
Douyin Xinrui release is committed to becoming a "brand growth accelerator" for new consumer forces, supporting the growth of new brands while also amplifying the IP volume with the help of the market vitality of new brands, achieving a win-win situation between the brand and the platform.
Cbndata's recently released "2021 China New Consumer Brand Growth White Paper" shows that the proportion of financing events in the consumer industry will continue to increase in 2021, and domestic brands will enjoy high attention in gen z.
Differentiation is still the opportunity for new brands to go out of the circle, whether you can amplify this opportunity lies in whether to find the right "battlefield", Douyin e-commerce insight into the needs of the younger generation, put forward the concept of "interest in e-commerce", which has its own traffic advantages, content advantages and gameplay advantages to provide a fertile growth soil for the growth of new brands. Under such a vibrant ecology, Douyin, which is committed to creating exclusive marketing games for new brands and helping new brands accelerate their growth, has become a heartbeat ace for new brands facing gen z and a spotlight for the growth of new brands.