In recent years, "healthy consumption" has become the focus of heated discussions in society. The public's awareness of health is no longer limited to disease prevention and dietary satisfaction, but extends to multi-dimensional attention and investment in physical health, mental state, lifestyle and so on.
When healthy consumption becomes a new type of rigid demand, this undoubtedly indicates that a new business blue ocean has come!
However, in the face of the rapid iteration of new people, new scenarios, and new needs, big health brands are also facing some challenges in their marketing models.
The market is highly competitive and customer loyalty is insufficient
In the big health industry, there is no obvious distinction between head and tail brands. When consumers make a choice, they are often more likely to be influenced by brand marketing advertisements and generate purchase intentions; When the basic functions of products converge, consumers also pay more attention to the sense of experience.
Therefore,For many big health brands, whether it is to maintain old customers or attract new customers, they are facing increasing challenges。Among them, how to improve customer stickiness has become an urgent problem to be solved.
Lack of experience in the use of digital tools makes it difficult to meet marketing demands
Big health brand agencies generally have little experience in the use of digital tools, which leads to them at the same time as marketingIt is difficult to effectively cultivate and transform customer leads, and the transmission and highlighting of brand value are restricted.
The quality of private domain operations is uneven, making it difficult to achieve sustainable transformation
As consumers put forward precise health demands, the track of big health is becoming more and more subdivided and vertical. Although many big health brand organizations have established private domain communities based on customer needs and product selling pointsHowever, due to the lack of professional operational experience and tool support, the quality and attractiveness of private domain content are insufficient, and it is difficult to achieve continuous activation and conversion of customers.
In the face of the above-mentioned industry marketing pain points, Nuoyun has gathered the solution of community + live broadcastWith the empowerment of high-quality content and digital tools, we can promote the efficient "linking" between big health brand merchants and target consumer groups, more accurately grasp the consumption trends of customer groups, and help brand customers leverage more business increments.
Normalized live broadcast activities, smooth and worry-free start
When big health brand institutions conduct live broadcasts on platforms such as Douyin and Kuaishou, they often touch the red line of platform violations due to improper technical terminology or promotional wording, resulting in the banning of live broadcast rooms.
However, the normalized private domain live broadcast activities are carried out on the Nuoyun platformBig health brand merchants can live stream with peace of mind and don't need to worry about bans caused by medical terms.
In addition,Nuoyun provides solid technical support for big health brands, including stable live streaming services and high concurrent processing capabilities to ensure the smooth progress of live broadcast activities.
Make good use of the [Promoter] function to solve the problem of marketing customer acquisition
Big health brand merchants can adopt the strategy of "cross-industry cooperation" to "become" the merchants around the store into their own promotion partners. After the live broadcast starts, big health brand merchants use the [promoter] function of Nuoyun Live to allow these cooperative merchants to invite more users to enter the live broadcast room.
At the same time, a reasonable commission sharing mechanism is set up, so that when users in the live broadcast room place an order and make a transaction, the promotion merchants will be able to get the corresponding commission, which will further stimulate their enthusiasm for promotion. In this way, big health brands can effectively solve the problem of marketing and customer acquisition.
Live streaming linked with offline activities to drive continuous sales growth
With the help of Nuoyun** big health brand merchants can not only build their own exclusive**, but also add product links in live broadcast and community operation, link online marketing + offline activities, allow consumers to place orders in the live broadcast room, and pick up goods in offline stores, further amplify the potential energy of live broadcast with goods, and form a complete chain effect of "content marketing + live broadcast interaction + offline service", so that the brand's business becomes more diversified and sustainable, so as to achieve efficient and healthy business growth.
Set up [Membership Points] tasks to enhance the value of members in the long run
When a big health brand merchant starts to normalize private domain live broadcast, it can set up a variety of [membership points] tasks to attract users to interact in the live broadcast room and achieve the goal of retention and promotion of operational indicators.
Taking "** duration" as an example, big health brand merchants can set up a cumulative ** live broadcast to reach 10 minutes to get 1 point, and 3 points to reach 30 minutesWhen users complete the "** task", they can obtain points and exchange them for products or coupons, so as to strengthen the user's perception of the value of points and improve the conversion rate of points consumption.
Use the Reward feature to extend the user's stay longer
When big health brand merchants bring goods in live broadcasts, they often hope that users will stay in the live broadcast room for a longer time. At this time, you can use the **Reward function) of Nuoyun Live.
By setting up incentives such as "cash rewards", "coupon packages" or "exchange goods" that can be obtained after a certain period of timeGuide users to continue to broadcast live content, effectively improve the user's observation time and the interactive atmosphere of the live broadcast room. Moreover,The background of Nuoyun can automatically count the user's ** time,Help big health brands to do a good job in the basis of redemption rewards and data review.
Enable the "black technology" of live broadcast to save manpower and material costs
In order to meet the needs of normalized live broadcast and reduce the pressure on operating costs,Big health brand merchants can use the pseudo-live broadcast and advanced recording and broadcasting functions of Nuoyun Live to optimize the live broadcast process and resource allocation.
By seamlessly switching and combining these existing and live broadcast contents, it can not only enrich the live broadcast content of big health and reduce the risk of live broadcast accidents, but also fully mobilize the vitality of institutional resources and reduce the cost of live broadcast expenditure. This efficient and secure live streaming method enables big health brand merchants to achieve greater value output and business growth with a smaller budget.
Today's big health industry is developing rapidly, and brand organizations need to use private domain live broadcast operations to achieve more efficient marketing and performance growth.
Based on such industry insights, Nuoyun Live helps customers and partners in the big health industry continue to explore new business growth opportunities and achieve sustainable business growth with refined industry solutions and iterative and upgraded product capabilities.