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

Nowadays, brand marketing tools are very perfect, and there are numerous successful cases in various industries. Node marketing seems to have changed from the new trend that the original brand can easily borrow into the regular battlefield of brand competition.

As the first annual shopping festival after the recovery of social consumption, this year's "Singles Day" has been given huge growth expectations by brands, but how to correctly take advantage of "Singles Day" and how to deal with this war? many brands lack matching business strategies and landing ideas, and Wuliangye provides an excellent case reference for liquor brands and merchants in the "Liquor Festival" of cooperation with Kuaishou in the golden autumn and September.

Through this cooperation, Wuliangye successfully made use of the short video content platform to achieve the achievements of "high production", "strong customers", "fast circulation" and "high voice". With the combination of resources, launch, live broadcast and product marketing, Wuliangye achieved double sales and achieved a final ROI success rate of 137% during the event, and the main products achieved a breakthrough growth rate of 567%.

Flexible use of content form, "broken circle" to reach the target customer group

In the past, the pain point of liquor products was "not young enough", the customer base was stable and single, and high-end liquor was only linked to middle-aged and elderly people in people's impression. And this "stereotype" has gradually changed in the trend of the times. The report on the consumption trend of Chinese Liquor (2022) shows that the demand of China's liquor industry is characterized by younger purchasing groups, regional characteristics and diversified tastes.

In order to attract more young people to consume, many brands have made efforts to "lighten the weight" of liquor, hoping to establish a younger brand image in the hearts of consumers by associating liquor with new hot words or entering new consumption scenes. For example, Maotai and Ruixing co-signed "Maotai flavor latte" has achieved popularity and successfully promoted the precise reach of the brand's mind. And joint name is not the only choice, in the short video platform, there are many ways to reach the full-link consumer population and achieve accurate circle-breaking.

During the "Wine and Beverage Festival", Kuaishou helped Wuliangye create a "heartbeat situation" in different content forms from the four dimensions of resources, delivery, live broadcast and selection, so as to meet the marketing demands of consumers in all circles, and promote the overall improvement of transformation efficiency.

In terms of resources, Kuaishou uses eyemax to open the screen and the innovative style of "twist and twist" to make a strong drainage in the broadcast room, which continues to attract the attention of the target population. During the event, the opening screen diversion brand live studio accounted for 9% of the total new fans for the Wuliangye brand, of which the opening screen brought 25% new fans to the brand live studio on the first day of the event.

On the delivery, Kuaishou takes the existing trading users of the store as the anchor to test the crowd package to stabilize and optimize the efficiency of crowd transformation. The Kuaishou Magnetic Ark platform, which focuses on brand marketing data insight, divides the following five types of crowd assets according to the intimacy between users and brands by collecting global data of brands within Kuaishou. It includes five layers: R1 touchdown, R2 memory, R3 interest, R4 action, and R5 loyalty. " The speed of asset transfer of Wuliangye people in the Wuliangye Festival was significantly accelerated: during the activity period, the progressive rate of R4 population was 3 times that of daily sales period, and that of R5 population was 5 times that of daily sales period. The combination of open screen exposure and "twist" innovative style makes the assets of R5 people continue to increase steadily during the launch of Wuliangye, among which the total assets of people increase by 9%.

In the live broadcast, a compound strategy is adopted, which not only optimizes the operation of self-broadcast and prolongs the effective live broadcast time, but also combines with Bai Xiaobai live broadcast to stimulate the attention of non-vertical users and promote the growth of sound sales. During the activity period, the self-broadcast time of Wuliangye studio is 18 hours / day, and there are 4 live broadcasts every day, and the dominant anchors are selected to carry goods during the peak afternoon traffic, and excellent self-broadcasting results have been achieved. During the event, the cumulative exposure times of the brand self-broadcast room was 19 million +, and the average number of items purchased by users in the studio was 1.5.

Selection, is also a unique ingenuity, combined with seasonal marketing, focus on the market "Mid-Autumn Festival gift" demand, to create a "Jiangshan gift", "Guojing a noble spirit", "Flower good Moon margin", "Wealth Life Koi" and other gift box popular styles. During the Wine and Beverage Festival, the sales of gift boxes increased significantly compared with the ordinary daily sales period, among which the sales of "Fortune Life" koi gift boxes during the event period was 5.7 times that of the ordinary daily sales period.

Multiple marketing methods made efforts at the same time, resulting in high sales and high volume during the Wuliangye "Liquor Festival". Kuaishou index shows that the Wuliangye brand search index rose 79% month-on-month compared with the pre-investment, and the sales growth of its main products was as high as 567%.

The combination strategy of Pingguang Jinniu is fully boosted, and the value of product effect can stand the test.

If Kuaishou Magnetic Taurus is compared to a high-performance machine, then the appropriate product strategy must be the combustion fuel for the efficient operation of this machine, and the full integration of the two can achieve better results than expected.

The purchase rate of the combination of Pingguang and Taurus is 5 times that of Taurus alone, 33 times that of Pingguang alone, and an additional 90% of new customer turnover, which is today when the amount of information explodes and consumers are easy to vacillate among many brands. this achievement is considerable.

Big promotion nodes often focus on a short period of time and need to be achieved overnight. Compared with the traditional long-term brand image building to transform sales volume, node marketing must highlight the word "fast". In addition to transformation and customer value, the most important thing is how the combined operation means between Pingguang and live broadcast can quickly attract the circulation and precipitation of people's assets. A group of very intuitive data can clearly illustrate the effect value of Wuliangye "Liquor Festival". Overall, the activity increased the total assets of Wuliangye by 5%, of which the R3 population accounted for 33% of commodity transactions, while the R4 population grew by 80% and the R5 population grew by 129%. Accelerate the transformation efficiency of the recommended population, in which the progressive rate of R4 population in the active period is 3 times higher than that in the daily marketing period, and the progressive rate of R5 population is 5 times higher than that in the daily marketing period.

Matched with it is the sound volume index of Kuaishou platform Wuliangye during the event: the brand search index of Wuliangye increased steadily during the event, and the value of the search index of Wuliangye on the last day of the event increased by 6000cycles compared with the day before the start of the activity, reflecting that the search popularity of Wuliangye platform continued to rise during the activity. During the event, the brand sound volume index of Wuliangye rose as a whole, reaching the highest value of more than 130000 from 18 to 19 days.

This combination strategy is not only applicable to Wuliangye, brands with a wide customer base and similar potential customers like Wuliangye can rely on this means to achieve similar marketing results, driving up sales in all directions and completing the transformation and accumulation of the target population.

The transformation of traditional brands is imminent, and the new increment of business will be reaped in Kuaishou.

As a well-known enterprise in the domestic liquor race track, Wuliangye is also at the key point of the reform of marketing methods. It has won a good reputation by virtue of high quality, and completed the upgrading of brand image construction by breaking the circle of crowds. Pay close attention to node marketing to achieve mental touch and good feeling precipitation of consumer groups in broken circles, and play it steadily and steadily.

In today's complex and changeable market environment, marketing competition is becoming increasingly fierce. How to broaden the original target customer base and attract and transform more consumers through channel expansion and marketing innovation is a common issue faced by brands. Relying on the content and flow advantages of Kuaishou's new market ecology, Magnetic engine has built an efficient commercial value chain, which can provide brand advertisers with maximum business transformation space. Improve brand marketing accuracy, business growth certainty, and user consumption sustainability. Kuaishou is also providing more opportunities for countless excellent brands like Wuliangye, providing a more suitable stage to tell the products and the brand stories behind them. help brands create a more three-dimensional image, win the love of a wider range of users and translate into purchases.

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