Shulou(Shulou.com)11/24 Report--

The summer is hot and scorching. Kuaishou e-commerce held an ideal life festival IP series of activities "cool summer", gathered high-quality brands in the consumer electronics home industry, and launched preferential promotions such as digital update of mobile phones, ice washing and summer freezing prices, home textile clearance, 1 yuan second kill, and so on. The event will last until July 26, during which users can search "cool summer" to go directly to the event page and enjoy a big discount.

During the event, Jiuyang, Rongshida, Motors, Galanz, Haier, Rongsheng and other brands will join hands with fresh food brands such as Eater Road, Qianhe Lin fresh, crocodile, Anjing, Tsing Tao Beer, Tianhaizang and other fresh food brands to join broadcasting in the live broadcast room to jointly create a special live broadcast on the themes of "President's cooking" and "ritual sense of drinking beer in summer".

In order to help businesses seize the changing season of summer high-temperature household appliances, during the event, Kuaishou e-commerce comprehensively empowered the four major games of live studio, short video, brand and venue to help merchants achieve a sales explosion.

The venue is one of the important business fields of this event. Kuaishou e-commerce has built different commodity floors in the main venue, including "cool good goods recommendation officer" sea view room, "1 yuan buying midsummer carnival" low price kill floor, "peak big brand carnival party" member floor, "blockbuster new product price first" brand new product exclusive floor and various category theme commodity floor, bringing flow exposure to merchants in all directions, helping commodity transformation. Supor, Jiuyang, Motors and other brands will launch a unitary flash sale activity at the venue to expand the experience field and realize the interaction of different field traffic.

In terms of studio play, businesses can get studio subsidies and flow support. Kuaishou e-commerce distributes exclusive red envelopes to new buyers, and carries out exclusive matchmaking to consumers. At the same time, businesses with a single live broadcast with a GMV greater than 50,000 will also receive traffic incentives with corresponding coefficients.

In terms of short video play, businesses with short video trailers and inscriptions "Bing Shuang spend the summer #" can get short video traffic support. The trailer short video of the platform selection pallet can get accurate industry latent passenger flow weighting.

For brand marketing, the "cool summer" campaign also launched multiple subsidies and flow resources support. The brand invests in the marketing budget to build live rooms of new content and new scenes that meet the needs of the season, and can obtain platform traffic and multi-field exposure incentives provided by Kuaishou e-commerce. Kuaishou e-commerce also provides exclusive resources for selected brands, as well as incentives such as low-price second kill, newcomer welfare purchase, member welfare purchase and so on, to help merchants expand their business scale.

In order to encourage merchants to broadcast more, provide more high-quality content, goods and services to users, and realize the transition of transaction scale, Kuaishou e-commerce also provides venue exposure blessing and platform subsidies for brands that provide exclusive rights and interests in fast-hand channels, such as shop full reduction, store newcomer coupons, low-price second kill, member exclusive and whole-store commodity price guarantee. According to the anchor's GMV ability in a single game, the diligence of broadcasting during the activity period and other factors, Kuaishou e-commerce also gives layered traffic incentives and platform investment incentives to drive sales growth.

At present, many consumer household brands are growing rapidly in Kuaishou, which has greatly promoted the outbreak. Kuaishou e-commerce has also launched various support policies and ideal life festivals and other marketing activities to promote the three-dimensional operation of merchants in multiple dimensions. In April this year, aiming at the peak season of home decoration, Kuaishou e-commerce ideal Life Festival integrates high-quality goods in home decoration furniture, home appliance digital and home textile industries, linking 190 + brands and 700 + talents, realizing more than 100 million broadcasts of topics in the station and tens of millions of clicks in the venue. Fans rose by more than 12 million, greatly boosting the new increment of home digital consumption.

With the multiple assistance provided by Kuaishou, the brand Haier quickly broke the cold start period of the brand, explored a diversified development path, and completed the upgrade from a single brand flagship store to various categories of flagship stores. At present, Haier has formed dozens of three-dimensional store matrix of "official flagship store + brand flagship store + POP store" in Kuaishou. Haier ranked second in the brand list and ranked in the top three on the self-broadcast list during the June 18 event this year.

Through this Kuaishou ideal life festival "ice cool summer" activity, Kuaishou e-commerce consumer electricity home industry will continue to use diversified support policies and activities to encourage more brand businesses, while bringing real welfare to consumers, it will also comprehensively promote all types and levels of businesses to achieve a double outbreak of sales volume to create a long-term business position.

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