With the development of the Internet, emerging media have gradually emerged. As one of the most popular video media platforms for young people today, Douyin has become a major marketing tool for major businesses to create sound and obtain traffic. However, for the kitchen appliance category, which relies more on offline experience, how to create high-topic content and gain high popularity in the target group of short video social platforms is the biggest challenge for kitchen appliance brands to enter Douyin. During this year's "Double 11", the Banchuan integrated stove made a good demonstration to the industry.
● Large-dimensional exposure, vibrato hot topics to stimulate user participation
In October this year, Itagawa integrated stove and Olympic champions Pang Wei and Du Li launched the "10 minutes and 10 dishes" challenge, Pang Wei and Du Li personally visited the Banchuan headquarters to personally feel the Banchuan integrated stove, and multiple platforms simultaneously broadcast the champion's family banquet, which quickly detonated the traffic of the whole network, and triggered a heated discussion on the grass platforms such as Little Red Book and Worth Buying. On November 4th, taking advantage of this wave of heat, Itagawa and Douyin moved the arena online to continue the "10 minutes and 10 dishes" activity, users only need to search for the topic "10 minutes and 10 dishes"; select the recommended topics that are at the top of the topic category, open the main topic of "10 minutes and 10 dishes", click [Participate Now], use the Itagawa integrated stove custom sticker to shoot creative videos and successfully upload videos, and when publishing, bring the topic "#10分钟10道菜" and @ Itagawa Food Kitchen, You can participate in the topic task and divide the 100,000 yuan of national gifts together. The event radiated 600 million+ daily active users on the Douyin platform, focusing on the public eye in a short period of time and triggering extensive participation and discussion.
The #10 minutes 10 dishes #topic interaction, the topic of participation, the form of activities to divide large prizes, and the high fit with the "food social" culture of young people today have greatly stimulated the enthusiasm of users to participate in topic interaction. High-quality marketing content is often easier to attract highly active users to participate, and the influx of active users has also boosted the popularity of the #10 Minutes 10 Dishes # Challenge topic, and this virtuous circle has further contributed to the success of this communication.
In addition, in terms of activity dissemination, according to the push mechanism of Douyin, the participating videos under the topic will be more accurately pushed to people interested in food and cooking, so as to reach more potential target users. With this activity, Banchuan can effectively break through the restrictions of the circle and the region, not only can harvest a new wave of young consumer groups, obtain a huge amount of communication, and also let netizens get to the efficient and intelligent characteristics of the Banchuan integrated stove while browsing the topic. On the first day of the event, the topic was broadcast 2.527 million times.
● 10 dishes in 10 minutes, poking at the pain points of young people and arousing deep resonance
Cooking has always been a time-consuming and laborious task. In particular, Chinese cuisine, which has always paid attention to heat, temperature and duration, from preparing dishes to cooking in the pot to steaming and stewing, even simple home-cooked dishes are difficult to complete in an hour, which is incompatible with contemporary fast-paced urban life. Especially the urban white-collar workers who are often 996 and 007, it is difficult to have the energy and time to cook a dinner after work.
Based on people's deep insight into the pain points of fast-paced life, Itagawa has developed an efficient cooking Banchuan love m20dzk-a steaming and baking independent integrated stove, which is also the main thrust model of Banchuan's "10 minutes and 10 dishes" challenge, which uses two independent chambers to complete the function of steaming and baking, plus the cooker module, which can realize the simultaneous operation of steaming, roasting, frying and frying, thereby greatly saving time and improving cooking efficiency.
In addition to cooking efficiency, it is also cooking that prevents young people from cooking. Many people, even if they have time, they hardly cook, because cooking still needs some "technical thresholds", which will turn away some cooking whites. Itagawa is aware of this phenomenon and has also made a technical upgrade in the steaming of the m20dzk-a integrated stove: professional balanced temperature control technology, the temperature difference in the cavity does not exceed 1 ° C, and the steaming is more uniform, so that the problem of "sandwiching" on one side and "scorching" on the other side can be avoided. At the same time, Itagawa's original 3D air roasting, without putting oil, but through the micro-high pressure hot air technology, the excess oil inside the food is roasted out, practical and healthier. And these, just prepare the food, put it in the steaming oven, adjust to the corresponding steaming mode, and it is completed, which greatly reduces the cooking threshold for young people.
In addition, because of the built-in Tmall Genie, Itagawa Aijin m20dzk-a steaming independent integrated stove built-in Tmall Genie system, you can voice query recipes, while listening to while doing, cooking skills can also make star delicious cooking. In addition, it can also achieve voice intelligent control, fully hands-free. And you can also listen to songs online, listen to cross-talk, check the weather, and integrate cooking and entertainment, so that boring cooking can also become easy and interesting.
● Conclusion
The Itagawa "10 minutes 10 dishes" Douyin Challenge, through the form of live broadcast + short video, cleverly link specific life scenes, combined with the promotion of popular Vibrato topics, not only in marketing to cater to the preferences of young users, but also in the product, directly poke consumers about cooking efficiency and cooking technology pain points, triggered a deep resonance among young people, coupled with the fact that this is an important sales node of "Double 11", Itagawa integrated stove successfully "10 minutes 10 dishes" The product selling point is reproduced in the hearts of consumers, and while harvesting the volume of sound, it helps the sales of "Double 11".
Source: Banchuan, kitchen appliance industry information collation and release, reprint please indicate the source.