Recently, the live broadcast of the Shu Daxia Hot Pot and Douyin Life Service Boiling Hot Pot Festival has aroused enthusiastic attention. The live broadcast is the live broadcast of the eighth anniversary celebration of Shu Daxia, and the eight major platforms are linked to publicize, and join hands with the popular film and television IP "Yi Nian Guan Shan" to create offline theme stores in many regions across the country, online and offline collaborative publicity, and the whole domainBreak 100 million, anniversaryGMV over 3500W, brand voice and product sales have achieved growth and breakthroughs. The innovative content gameplay in the live broadcast room, such as "star airborne live broadcast room, subject three performance", etc., has attracted a large number of audiences, effectively driving the live broadcast view, improving the purchasing power of the live broadcast room and the best degree of the event.
Integrate resources, gather momentum to warm up, and boost the whole brand
As early as the early stage of the event, Shu Daxia integrated resources, gathered momentum to warm up, and linked eight platforms to celebrate, and concentrated on the information of Shu Daxia's anniversary celebration activities on various platforms such as AutoNavi Taxi, China Merchants Bank, Cloud Quick Pay, Alipay, Eleme, Dianping, Didi, etc. At the same time, we will simultaneously promote cross-industry cooperation with brands, and unite on self-leading platforms such as Weibo and Xiaohongshu70The brand will send benefits together, warm up the anniversary in advance, and break one million;It also links the brand's private domain traffic and the platform's public domain traffic pool in the form of influencers laying out activity information, SMS accurately reaching private domain members, pop-up groups locking customers in advance, and all-round publicity from the ** platform, so as to boost the brand in an all-round way.
Brand cross-border cooperation, linkage with the popular film and television IP "Yi Nian Guan Shan".
In addition, Shu Daxia also joined hands with the Douyin Shengfu Boiling Hot Pot FestivalThe popular film and television IP "Yi Nian Guan Shan".Starting from the "chivalrous culture" that the two sides have in common, the anniversary event information was publicized in the form of theme store building, official interaction, and creative peripherals, attracting a large number of fans and cosers to check inAnd take advantage of the opportunity to launch co-branded ** and co-branded products, supplemented by the full atmosphere of the rivers and lakes in the store, giving fans and fans an immersive experience of chasing dramas. Brand cross-border cooperation and taking advantage of popular IP to enhance brand communication have become another competitive force for many catering brands after IPO and joining
Fancy play in the live broadcast room to meet the diverse needs of consumers
Deeply cultivating users, using a variety of live broadcast interactive methods, such as inviting Huang Mengying, the actor of Jin Meiniang in "Yi Nian Guan Mountain", to parachute into the live broadcast room, and the anchor and male model to dance "subject three" together, etc., effectively increased the popularity of the live broadcast room and the highest minute view in the live broadcast room, while satisfying the user's emotional value needs, it improves the order rate and conversion rate of the live broadcast room;With differentiated product innovation, to meet the consumption needs of users, grasp the differentiated selling points of products, following the classic products of "one handsome and nine generals" and shrimp slippery and explosive product series, on the occasion of the anniversary, the rake and marinade series products were launched, enriching consumers' menu choices and reversely empowering the live broadcast room.
Create a private domain member traffic pool and build a strong brand moat
Make concerted efforts online and offline to promote the anniversary celebration. While doing a good job in online publicity and promotion, Shu Daxia launched it simultaneously"Celebrate your birthday with Shu Daxia".The activity is intended to enhance the rights and interests of members and enhance user perception. Shu Daxia invites users to celebrate the eighth anniversary in the form of offline birthday parties for Hanfu lovers, special discounts for members' birthdays, and birthday gift packsStarting from the aspects of improving membership rights and interests and optimizing member experience, it promoted new users, stimulated activity, and improved user retention, attracting a large number of hot pot lovers and loyal member users to the store, and the turnover rate of a single store in Chengdu reached 650%. While achieving the growth of store performance, it has also realized the promotion of new brand members and the creation of private domain traffic pools, which has strengthened the user's mind and brand imprint.
Under the background of the development of removing the false and retaining the true, how to cross the life cycle and have long-term competitiveness, in addition to the blessing driven by traffic, is more important is the improvement of brand quality and efficiency, the long-term precipitation of brand equity, and the improvement of brand anti-risk ability. Shu Daxia's eighth anniversary celebration has innovated and upgraded in terms of content and gameplay, linking film and television IP to create theme stores and landing birthday activities, linking platforms, carrying out brand cross-border cooperation, and cross-industry linkage, and leveraging the store's offline performance growth with high-quality pallets in the live broadcast room.
This innovative way of playing brand combination boxing is not only an effective exploration and innovation of the future development direction of Shu Daxia, but also provides a direction and reference for the brand layout and development in 2024. In the future, Shu Daxia will continue to adhere to the "consumer-centric" user thinking, gain insight into user needs, innovate consumption scenarios, provide more refined services, seize the minds of users, and strive to achieve the integration of product, efficiency and salesAdhere to the product value concept of "internal strength is taste, external strength depends on dishes", provide consumers with more abundant products, strive to pass on spicy and happy life, and let the world eat authentic Chengdu hot pot!