Why do these brands 618 live on Taobao "doing big things"

This year's 618 can be said to be a self -average battle for the brand. Many high -quality brands seize the opportunity in this wave of bonuses. Several marketing IPs of Taobao live broadcast have ushered in a brand's self -broadcast room. break out.

Especially the excellent performance of some high -quality unit price categories has made people see that the potential of Taobao live broadcast is far from being tapped. For example, in the jewelry category of high -quality unit price, Zhou Shengsheng's conversion rate increased by more than 360%month -on -month. The sales of new products of new brands have rapidly exceeded 10 million, and store broadcasts have a year -on -year growth rate of 1931%! Even in the most competitive cosmetics categories, Keyan has achieved 19 times greater growth than usual, and the increase of powder and entry will increase 6 times and 9 times, respectively.

In the current difficult economic environment, this growth has undoubtedly made people see the hope of economic recovery.

Member is the core asset of the brand

Many brands are now facing traffic dilemma. For the category or high -end brands of the high -quality unit price, the low conversion rate is even more worse. If these two problems have any antidote, then it is obviously a brand member. If a brand can operate its own member system well, then it will first solve a repurchase problem, and the improvement of repurchase naturally reduces the cost of traffic. Ordinary users, so the most important assets of high -quality and high -end brands can be said to be members.

During the interview, Zhou Shengsheng's brand said that the proportion of members' transactions exceeded 60 %, which was the main core consumer group. During the 618 live broadcast, the conversion rate of Zhou Sheng's membership day was nearly 4 times the daily life of the live broadcast room; the amount of membership transactions increased by 12.5 times daily. And this series of god -level data growth is derived from the "Member Heart Day" in Taobao live marketing IP.

It must be said that the biggest advantage of live broadcast is the rapid establishment of trust, and with the help of live broadcasts to recruit and transform members, it is a shortcut for the current brand to take off against the trend. "Member Hearts Day" is an important marketing IP of Taobao live broadcast design for membership operation design. Members enjoy the first single gift money, membership level exclusive coupons, membership exclusive spikes, membership ordering gifts, membership points vouchers and other member marketing gameplay. One After the combination of fists, the data can be said to be soaring on the naked eye.

Behind this, there is a more complex operating logic. For example, the official support of the brand channels, the support of the brand channel, the support of the big card, the palace, the brand hall, the hot list, and the popular TAB large card members to ensure the introduction of traffic. On the one hand, the brand increases the live broadcast of the live broadcast room on the store's homepage, details page, Weitao and other pages. On the one hand, it is introduced by different channels outside the site for external traffic. New and old customers have achieved joining and transforming through multiple member welfare promotion activities of "Member Hearts Day", and finally realized the precipitation and realization of brand member assets.

This method is undoubtedly the best brand to establish and build a transaction for the category of high -quality low conversion rates. The rapid trust establishment of the time for brand development members to be greatly shortened, and the cost investment has also decreased accordingly. Member assets ensure the enhancement of the brand's sustainable development capabilities. Digestion is very helpful for the sustainable development of such high -end brands.

Detoning new products depends on "New Live"

The ability to build new products can be said to be the most important capacity of the platform, because it is the determined power of the growth of platforms and brands, which determines the innovation efficiency of the entire platform, and also determines the brand's participation on the platform. New products are often high brand investment, consumers are more concerned, and they are also top products that can represent the strength of the brand themselves. They are the brand's definition of the future and an important support for platform attractiveness. From another perspective, how to explode new products is also the most concerned about brands and platforms.

The role of live broadcast on the outbreak of the new product has begun to pay more and more attention. After all, the problems faced by new products are also a problem of trust in a user. The rich and direct introduction recommendation form is very helpful for consumers to make decisions. According to the data analysis of the Tmall industry, after the live broadcast, the new product is higher, the explosion cycle is shorter, and the growth of subsequent sales is also better. In Taobao live broadcast, marketing specifically for marketing that explodes new products IP is "New Live".

This year's new star "chasing" is obviously very important. This brand has not been established for a long time, and the track is also a particularly crowded scan -sweeping robot and the smart cleaning track of the vacuum cleaner, but the development speed is very rapid. Break through 10 million early. In fact, our family is also a "pursuit" user. It is really good, so I put a order for my parents. It can be seen that the ultimate product is indeed the key to success, but the huge role of live broadcast on new products is indeed indispensable.

"New LIVE" has made a new full -cycle link for the brand's heavy weight. By shopping and buying the entire field flow blessing, it highlights the immersive marketing package body feel; Realize the cold start of new products. Among them, there are many new technologies integrating, which strengthens the user's new experience. For example, the new product opening box 3D special effects, the ultimate products are equipped with a high -tech expression, and the gameplay gameplay is greatly great in the live broadcast. Drive the participation of users, especially for the introduction of new customers, it has a very good conversion effect. At present, the sales of shops for shops can already reach 30%-50%. In particular, the proportion of new customers is very high. For the first time, there are more and more customers who choose to pursue the pursuit of products. Taobao live broadcast has become the brand's most important pioneering channel and sales method.

"Super Live Day" to create a big marketing event

For super categories, Taobao live broadcast also has super marketing IP to deal with. After all, large categories like cosmetics are like Lin, and simple promotional activities are obviously unable to kill a blood path in such fierce competition. The "Super Live Day" of Taobao Live is committed to achieving the ultimate marketing effect on each dimension with the brand.

There are 6 super dimensions in the Super Live Day. From various aspects of goods, content design, interaction, and benefits, the brand has created the "annual carnival" of the brand on Taobao live. Because each link must meet the "super" standard, naturally the final result is a super result. Here, whether it is products or benefits, activities or stars, are the most top resources and creativity. It is a big marketing event made by the brand on Taobao. In the 618th opening stage of this year, Keyan's joint Taobao live broadcast to create a large marketing event, which is through the entire area and outside of the station, and the private domain is fully undertaken. As mentioned earlier, the brand's self -broadcast transaction exploded on the day of the sales period of 19 times, and the increase of powder and entry will increase 6 times and 9 times, respectively.

In the entire link, there are foreign media opening screens to cooperate, brand and star Weibo make preheat announcements for the event. There are live broadcasts in the site, live broadcast room, customer service and other live broadcasts. , Brand zone cooperate with celebrities airborne trailer and live broadcast daily product rights, as well as interactive exposure of the resource level of super live broadcast daily public domain during the explosive point period. Consumers with different needs have been transformed and achieved the effect of 1+1> 2, and the 618 -door opening transactions were exploded. On the day of the "Super Live Day" event, the star Lu Ke Ran Airborne live room on the day, the number of people on the spot exceeded 6 million. It can be said that it is a real "super" live broadcast day.

This year's 618 can be said to let us see the rapid rise of the brand's self -broadcasting, and behind this is the important role of Taobao live marketing IP. Taobao live broadcasting various capabilities and resources into the self -a broadcasting growth of the brand through various tools, and according to the needs of the merchants in different scenarios, it also customizes many solutions and capabilities. The result of the effect. This is a new stage of Taobao live evolution, and it is also a brand new self -a broadcasting outlet ushered in the brand.

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