The second season of the super IP "New China", jointly created by Taobao Live and Diantao app, is in full swing, and through this vibrant IP, we have witnessed the spread of China's cutting-edge brands in the market.
New China helps Yili new products to quickly break the circle of new products to create a grass sharp weapon
It must be admitted that we are experiencing a new era of consumption: domestic products are just red, the market is further subdivided, and the main consumers are replaced and iterated... All of this makes today's Chinese consumer market more dynamic. Chinese brands are also going further towards the market, increasingly entering the public's field of vision and becoming one of the choices of consumers when purchasing selected goods. Taobao Live chose to launch the "New China" campaign for brand customers, which can be described as a favorable time and place. "New China", as the name suggests, the purpose of Taobao Live to create this IP is to provide customized one-stop marketing solutions for the new brand of Guochao through its own strong resource integration capabilities. For example, it leverages the head anchors that are precipitated on the platform, endorses and disseminates new brand products, and directly accelerates the penetration of products in the market.
Take Chen Jiekiki, the head anchor of Taobao Live, as an example, this time she, as the new product mentor of "New China", recommends the new products of the national tide for fans and brings "super K fashion". In the recent special live broadcast, Chen Jie specially recommended Yili's new product "yogurt milk bubble milk" for fans. This sparkling milk features a special combination of milk + bubble collision, and Chen Jie also personally tasted it in the live broadcast and shared the delicate taste and refreshing taste with everyone for the first time. That night, as soon as this new product was on the shelves, xx copies were sold out. This can be said to be a successful case of successfully capturing the minds of consumers after the launch of new products.
Head anchors gathered to help domestic products live broadcast to empower Chinese brands
It is reported that in the past three years, the cumulative growth of domestic brands on Tmall Online has reached more than 100,000, and the growth rate of this scale far exceeds that of foreign brands. At present, the market share of Chinese brands online has exceeded 70%, which is a truly new era of Chinese brands. Made in China faces opportunities, but it must also meet the challenges.
How to build the consumer mind? How to quickly achieve circle breaking? How to enhance the spread of brand reputation? One link at a time, every link is full of challenges. Taobao Live has gained insight into the difficulties encountered by these brands in market competition and proposed targeted solutions. From the airborne endorsement of big coffee, to the anchor matrix planting, to the customized theme with goods, the short-path marketing of concentrated traffic efficiently helps new brands to quickly go to the market and break the circle of communication.
Some people say that 2021 is the first year for domestic products to go to the market and consumers. The business field of Chinese brands is in full swing, and with the support of Taobao Live, we believe this is just the beginning.