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汗纳迪姆
Aug 03, 2022
In Welcome to the Tech Forum
One hour after the official launch, more than 1,700 brands traded more than the whole day last year, and some new and cutting-edge brands participated in 618 for the first time, and their sales were also booming. Today, select a few brands participating in Tmall 618 for the first time, and see their growth paths from marketing tactics, brand positioning, vision, product pricing system , etc. Including: Product power play: Rely on the product to gain reputation and loyalty, rely on a large amount of tap water from consumers, and break the circle to form popularity; Selling style: Design product pricing and product form, seize the traffic of Douyin and live broadcasts, start quickly, and sell goods for cash; Brand-type top-down approach: at the beginning of the brand, it has determined its own brand positioning and brand concept, and has a large budget. There is a way of educating consumers: the unit price of a customer is not low, and consumers are educated through content, which is slowly increasing. Each brand has its own product pricing and a different competitive environment for its category, thus forming a growth path that suits them. For reference only, I wish you all a great sale at 618. 1. Building brand power and marketing from top to bottom The new brand, Chillmore, includes scented wash & home products. Participated in 618 for the first time, and the transaction exceeded one million in one hour . The sales of the best -selling single product "amino acid fragrance shower gel" exceeded 10,000 bottles in the first hour. Squalane body lotion is also another main product of the brand. Growth Secrets | 618 opens 5 million in 1 hour, what do new brands rely on? Chillmore is not just purely playing with traffic, selling products, and building brands, but also has its own ideas. 1. Brand positioning Scented body wash products are plentiful, and Chillmore must have recognized it. Therefore, when the brand was established, his brand positioning was: to convey the natural breath, to explore the fragrance of plants and trees, to help consumers create a relaxing fragrance space, to pursue a more relaxed self and to enjoy life. Positioning cannot be just a slogan, the brand is interpreted and unified through "color", "scent" and "texture" . Visually, the Morandi color system is used, which is gentle and calm, giving consumers a soothing and relaxing feeling. On the packaging, use casual and free painting brushstrokes and products to express a relaxed attitude towards life from the inside out. 2. Marketing tactics In terms of delivery, the number of notes that chillmore can monitor in the past year is less than 1,500, but it has reached cooperation with leading KOLs and artists. Artists include THE9 members Zhao Xiaotang, Lu Keran, Yuan Bingyan; head kols include Doudou, Zhang Kaiyi, Yang Kaiwen, Yang Meili, Xiao Enya, etc. This shows that the product strength of the brand is really good, and on the other hand, the budget is relatively sufficient. Growth Secrets | 618 opens 5 million in 1 hour, what do new brands rely on? On Douyin, Chillmore continues to use the top-down approach, cooperating with Luo Wangyu, Xiao A, Cantonese Lao Wu and other millions of fans + hundreds of thousands of bloggers to realize cash through short videos and live broadcasts. On station B, there are not many up masters that Chillmore cooperates with, and the focus is on cooperating with millions of fans, such as Baojian's wife, Dada Dabuliu, and up masters with hundreds of thousands of fans. The top-down style of play, through the endorsement of the top talent, will greatly reduce the cost of brand breaking. In addition, the cost of communicating with other head and mid-waist experts is also very worthy of reference. But there are two preconditions: first, the budget is relatively sufficient; second, the product strength of the antibody. 3. Pharaoh's Comments This play costs money. Therefore, at the beginning of the brand, we must do a good job in brand definition, brand concept, vision, and product development to telemarketing list form a unified whole. The KOLs and anchors in the head are very expensive, so the overall brand sense is very important. A good overall brand sense will greatly improve the conversion rate of orders. In fact, many brands have a lot of budgets, and they will often find heads for cooperation. But it gives a very obvious sense of selling because its overall brand is not unified. It is easy for consumers to buy a product just because you have a low price, but not be impressed by the brand. In addition, for personal care products, it is also very important to do a good job of private domain, which will greatly improve brand loyalty and repurchase rate. 2. New categories, educate users, and choose channels Indie Pure was happy to participate in 618 for the first time, and it sold more than 38 days in one hour, and sold more than 10,000 popular models . Indie Pure is positioning itself as the first domestic "cosmet
618 opens 5 million in 1 hour, what do new brands rely on?
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