"Lively New Year's goods, happy New Year. For the sons and daughters of China, "buying New Year's goods" has always been an indispensable top priority when bidding farewell to the old and welcoming the new. In recent years, with the increasing attention of the public to traditional culture, the fiery red tone of the exclusive Spring Festival has gradually faded from the streets and alleys to online platforms, and various e-commerce "New Year Festivals" have been launched one after another, creating an excellent marketing window for brand merchants.
On January 28th, the Giant Engine New Year Festival officially came to an end. Based on the cutting-edge insights and in-depth analysis of brand cases and marketing trends, the huge engine vigorously promotes strategy innovation and marketing product iteration, providing a significant impetus for brand merchants to efficiently tap the traffic dividend of the Spring Festival in the Year of the Dragon.
Changes in consumer preferences.
Meet young people on Douyin New Year's Festival.
Among the many discussions around the Spring Festival, "the taste of the New Year is getting weaker and weaker" is undoubtedly one of the most commonplace. The increasing "dominance" of dumplings at Chinese New Year's Eve dinners and the growing scarcity of young faces in the New Year's greeting procession are reliable bases for this view. While the major "traditional projects" of the Spring Festival are declining, more and more young people have turned to "new postures for the New Year" such as regularly grabbing the Spring Festival red envelope rain on Douyin, sharing the Spring Festival atmosphere of parent-child wear, and shopping for New Year's goods.
According to the statistics of the 2023 Douyin New Year Festival, during the statistical period, the number of topics related to the New Year, Spring Festival, and New Year exceeded 480 billion, and the searches related to the New Year exceeded 3500 million, and the average number of hot spots** per month reaches 1 million+. Douyin, which has 600 million monthly active users, has become a "New Year's flavor fermenter" in the new era.
The large number of active users also provides a solid foundation for the data of the Douyin e-commerce New Year Festival to climb again. According to public reports, the 2024 Douyin New Year's Festival will have a total of 43.85 million hours of live broadcast time, a total of 143.6 billion views of the shopping cart, and the average daily number of goods sold has increased by 113% compared with last year. The sense of ritual of "national unification" such as bringing a baby and a pet to reunite, sweeping away the new atmosphere before the year, and a new image of "makeover" have also brought their own "splashing wealth" to the mother and baby and daily chemical brands.
Starting from actual combat, we will study the strategy of play.
Professional products accelerate the transformation of grass planting.
It is understood that as early as two months before the opening of the New Year's Festival, the huge engine released a detailed and clear report for brand merchants"New Year's Festival Combat Strategy".From the rhythm of the big promotion activities to the guidance of marketing strategies to the planting of product portfolios, we will comprehensively improve and optimize the marketing plan of brand merchants, help the former achieve the same frequency resonance with the platform, and jointly prepare for the "Spring Festival test".
First of all, it is important to anchor the direction of marketing efforts.
In order to help brand merchants successfully take advantage of the hot spots during the Spring Festival, the giant engine takes the big promotion nodes as the benchmark and divides its implementation process into three stages: the hot spot momentum building period, the hot spot amplification period, and the hot spot undertaking period, so as to form a "hot spot tracking SOP" with a clear link, so that the conversion of traffic to business adds more certainty.
At the same time, focusing on the core position of the brand's live broadcast room, which is the core position of the big promotion business, the huge engine starts from the five dimensions of "number, people, goods, field, and streaming", and outputs refined operation solutions covering account homepage decoration, ** warm-up, anchor type speech, big promotion grouping, live broadcast field planning, ROI management and other links.
Secondly, it is very important to leverage professional products to drive the transformation of grass planting.
Focusing on the grass planting stage, the giant star map starts from the tonal fit, selects the brand cooperation experts of the New Year Festival, and carefully creates high-quality IPs of various types and styles such as "Business Xinglong", "New Year's New Trend", "2024 Human Cub Growth Plan", etc., to provide a starting point for brand merchants to tap the potential of content; On the other hand, the lucky box, the confession balloon and the innovative product New Year's lottery can significantly increase the enthusiasm of users to participate, and work together with products such as e-commerce live broadcast opening screen and Youbrush Bing, which can strengthen the accuracy of reaching users in different circles.
Focusing on the conversion stage, global promotion leverages more traffic, live broadcast heating helps the popularity surge, and short** staggered peak replenishment accumulation accumulation small bursts, and the three work together to amplify the traffic opportunities of the content field. At the same time, shelf tools such as search and other shelf yard tools can quickly convert accurate passenger flow, and stably undertake long-tail traffic after content explosion. In the non-closed-loop field, big promotion hosting can help brands quickly complete cold starts, and then achieve traffic and business growth.
Brand platforms work together.
Dig deep into dividends and grow together.
Based on the long-term goal of growing together, Mega Engine and brand merchants focused on the consumption characteristics of the New Year Festival and the changes in consumer group preferences, organically combined the brand management strategy with the platform's professional products, and jointly explored a number of efficient ways to tap the traffic dividend of the Spring Festival in the Year of the Dragon.
Path 1:
Pay attention to the emotional satisfaction of the new generation of consumers
Strengthen multi-scenario and multi-dimensional high-frequency reach
With the steady increase in the proportion of high-educated and high-income young parents in maternal and infant families, the quality demand of maternal and infant consumers has become increasingly prominent, and the weight of emotional satisfaction in consumption decisions has gradually increased. On the other hand, in the face of the post-90s and Generation Z who grew up in the information era, the traditional single brand publicity and distribution results are becoming increasingly lackluster.
On the eve of the Spring Festival in the Year of the Dragon, the maternal and infant care brand Rabbit Head Mother joined hands with the well-known children's New Year film IP Bear Infested to launch a variety of co-branded products, and used Xiong Daxiong.
2. Bald heads, themed Spring Festival couplets and other classic elements of Chinese New Year film IP decorate the live broadcast room to create a festive New Year's flavor that babies and mothers like; While completing the integration of the decoration of the New Year's flavor in the station, it benefits from a huge number of enginesThe live stream is openedThe strong first-class effect of the product, the live broadcast room continues to pour into high-quality passenger flow, and cooperatesSearch for productsAccelerate the conversion of products into accurate traffic. Through the efficient collaboration between the brand and the platform, Rabbit Head Mother has achieved repeated contact with users in the live broadcast room, multi-scene, multi-level and multi-dimensional, and the sales performance has been significantly improved.
According to the data released by the giant engine, during the New Year's Festival, Rabbit Head Mother has stimulated more than 5 million searches, and the search business of content and shelf fields has swelled by 14 times.
Path 2:
Cleverly combined with traditional New Year's hot spots
Innovate and interact to enhance user engagement
On the twenty-fourth day of the lunar month, dust and sweep the house. As one of the most important traditional customs before the Spring Festival, "wax moon dusting" is endowed with the beautiful meaning of sweeping away bad luck and welcoming good luck, so daily chemical toiletries are also the standard configuration in most Chinese people's "New Year's shopping cart". In the face of the annual "pouring wealth",Skillfully combine marketing actions with New Year's hot spotsIt is the key to the daily chemical brand to create a "New Year's Festival explosion".
In order to grasp this important node that hit the new sales high, Mystery was activatedMassive Engine Topview New Year's SignIn the process of product promotion, the good New Year's blessings such as "New Year's prayers and good luck for the Spring Festival" are integrated, which greatly strengthens the user's sense of interaction and participation, and the brand has steadily improved. At the same time, combined with the fiery and festive New Year's flavor materials, the Spring Festival atmosphere in the brand's live broadcast room is filled, the retention of new users is improved, and the potential energy is accumulated for the new year's new growth of Aomiao.
Maternal and infant industry observation learned that during the New Year's Festival, the proportion of new users in the total ** crowd was as high as 90%, the total click-through rate of the lottery exceeded 6 times, and the number of comments increased by 5 times compared with the past.
Path Three:
From the field to the goods to make a deep New Year atmosphere
Global promotion leverages brand increment
Focusing on the changes in users' consumption characteristics at different times throughout the year, people often choose to buy long-desired quality products before the Spring Festival to reward their hard work in the past year. And in this process of consumer decision-making, the brand is right"Spring Festival atmosphere".The creation control directly determines the conversion efficiency from user consumption impulse to product sales figures. Based on this, the daily chemical brand Unique Erin began to carry out a comprehensive Spring Festival atmosphere transformation in the live broadcast room, and launched a New Year of the Dragon Spring Festival theme gift boxFrom "field" to "goods" to create "the flavor of the year that overflows the screen".
On the basis of the deep New Year atmosphere to attract the natural traffic of the New Year's Festival, the unique Irene is also assisted by a huge engineGlobal promotionproducts, by expanding Douyin information flow recommendation, live broadcast square, ** search and other live global traffic, with more users to establish a deep connection, and thenInject strong momentum into the brand's GMV breakthrough.
According to the data released by the giant engine, during the 2024 Chinese New Year Festival, the GMV of Unique Erin skyrocketed by 140%, and the consumption increased by 125% month-on-month.
From sharing what they have seen and heard during the Spring Festival to planting grass and New Year's goods, more and more young people are unlocking the "New Year's New Posture" on Douyin. At the same time, the giant engine is digging deep into the ecological potential of the platform and constantly iterating and innovating marketing methods to help brands develop and enrich user touchpoints, so as to achieve deeper and more personalized user interactions, and help more brand merchants win a good start in 2024.
The Giant Engine New Year's Festival has ended successfully, but the New Year's business continues! Want to know more about practical dry goods? Click "Read the original article" at the end of the article to get the panoramic collection of the Giant Engine New Year's Festival with one click, and immediately harvest new growth