Editor| Wang Miao
"Marketing Highlights" pays attention to all interesting and informative brand marketing dynamics, and selects interesting case updates every week.
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01. Live broadcast a week rose by 8.61 million fans, how did Liu Qihong catch fire?
"I danced with Liu Qihong for half an hour, and he said that the warm-up was over."
Li Jiaqi shouted 321, and Liu Qihong shouted 123. One hollows out the wallet, one hollows out the body, and both die. ”
This week, the whole network is being brushed by the "Liu Qihong Girl". This year's 50-year-old Taiwanese male artist, recently with the vibrato live fitness out of the circle, harvested several Weibo hot searches, and formed a phenomenon-level spread across the network, attracting a large number of netizens to stay in front of the live broadcast room every night to dance together for fitness, and even "abandoned" Li Jiaqi's live broadcast.
According to the Baidu index, as of April 19, Liu's keyword search index increased by nearly 600% from the previous week, and the information index also reached its highest peak in nearly a month.
Liu Ruihong Baidu Information Index
From "Jay Chou's Friends" and "Taiwan Paste Coffee" to Liu Qihong's brush screen, turning red is not overnight.
In fact, as early as the end of 2021, after signing the head MCN agency Worry-free Media, Liu Qihong, like most celebrities, relied on past popularity and fan audiences, preferring the route of live streaming with goods to realize, and the amount of powder absorbed was in the millions, but the overall effect was flat. Feigua data shows that in the past 6 months, Liu Qihong has brought 34 live broadcasts on Douyin, with an overall GMV of 8.076 million.
The turning point occurred in February this year, liu Qihong reduced the number of live broadcasts with goods, and began to focus on the video and live content in the field of fitness and sports he excelled in (insisting on fitness for more than 30 years and investing in fitness centers). During the period of home isolation in Shanghai, Liu Qihong and his wife began to broadcast Douyin fitness live five days a week and at a fixed time period, and their popularity rose steadily.
After accumulating heat in the platform for a period of time, due to the system audit oolong that appeared in a live broadcast - identifying "excessive chest muscles" was mistakenly judged as "improper dressing", the contrasting picture of Liu Qihong changing to "wearing down jacket fitness" was quickly spread by screenshots, and under the blessing of hot search topics, it went out of the circle and attracted the whole network traffic to flock to the Douyin live broadcast room to watch the jumping exercise.
Image source Weibo netizens
Feigua data shows that as of April 21, liu Qihong's live broadcast with goods in the past 30 days was 0, but relying on 24 fitness live broadcasts to increase the number of fans by 11.26 million (the number of live broadcasts in the latest week was 8.61 million), the peak number of viewers in the live broadcast room increased from 1.25 million on March 22 to 52.56 million on April 21, a 42-fold increase.
Screenshot of Feigua data
The popularity of Liu Qihong's live fitness has the blessing of accidental factors, but the foundation still comes from the three elements of live broadcasting of personality, content and marketing. There is a natural sense of distance between star artists and users, and the interaction between husband and wife files in Liu Qihong's live broadcast emphasizes life; professional fitness courses are difficult, and live broadcasts and training focus on low thresholds without equipment; and finally seize the Oolong incident to do contrast and detonate topic discussions.
Regarding Liu Qihong's fitness live broadcast becoming a phenomenon-level communication event itself, there have been a lot of public discussion and analysis in the past two days, and I will not repeat it here.
Sports and fitness has always been one of the hot areas of long and short video platforms, but most bloggers have not jumped out of the circle of their respective platform audiences. It is foreseeable that in the next period of time, "live broadcast + fitness" related content and KOLs will become the object of focus and support of the platform, or many professional institutions and professional coaches will catch traffic in this wave of heat and create professional IP.
Behind the hilarity of "Liu Qihong Girl" and various strips brushing the screen, another trend is actually worth paying attention to.
In the past two years, the transformation of stars and the realization of traffic have been difficult to achieve by relying entirely on the method of bringing goods from the field. On the one hand, the pressure comes from the tightening of industry supervision, the improvement of compliance requirements for live broadcast electronic commodity control, data and other aspects, and the industry has entered a phased reshuffle and cooling.
On the other hand, the live e-commerce business is actually fighting for goods rather than people, and the core competitiveness depends on the supply chain and brand bargaining power, who gets the lowest price, who has traffic. Celebrities rely on popularity to bring their own traffic to enter, but they do not have an advantage in the professionalism of goods, in fact, they put the cart before the horse, and the sales conversion brought about by the consumption of popularity is difficult to sustain. The human design is the base, and the content is the step up.
Most importantly, the model of brands fighting for the lowest price in the live broadcast room is difficult to form brand power, and some brands have reduced the cooperation of external live broadcasting. Even if there will be a wave of sports content traffic boom in the future, most of the previous commercialization of sports bloggers is limited to selling classes, promoting fitness equipment and other peripheral levels, and there are relatively many restrictions in the field, and how to monetize high-quality is still a matter of trade-off.
02. Reduce the impact of franchisee shutdown, and Michelle Ice City launched a "franchise fee reduction" policy
According to the Beijing News, tea beverage brand Michelle Bingcheng recently issued an internal support policy of "reducing and waiving franchise fees", which will reduce the franchise fee for one year for all franchisees in the operating state before December 31, 2021, with a total reduction of nearly 200 million yuan. In addition, the price of various materials, including ingredients, packaging materials, and consumables, was lowered, accounting for 50% of the materials in the store.
The introduction of the relief measures is mainly affected by the repeated epidemics in various places since the beginning of this year. The brand official is concerned that many regional franchised stores are in business difficulties such as store closure, suspension of dine-in, and decline in single volume due to the different degrees of local epidemic risk control. The reduction and reduction of franchise fees and the regulation of material prices are conducive to helping franchisees reduce operating costs and continue to operate.
Different from the brand's self-operated Xi tea and Naixue's tea, in addition to seizing the sinking market at a low unit price, the model of opening up the franchise is also the key to its rapid opening of the national market. This means that the operation of the franchise store will also directly affect the income and subsequent development layout of the brand, whether it is a franchise fee reduction or a material price reduction, which is essentially a phased strategy for the long-term operation of the brand.
It is reported that in order to help stores in areas affected by the epidemic to better increase turnover through the takeaway + Mini Program platform, Michelle Ice City formulated four major measures to help stores carry out takeaway business as early as March last year, including special online training for relevant regional stores, key issues to pay attention to when carrying out takeaway business, and how to better manage stores under the epidemic.
03. "i Moutai" registered users exceeded 10 million, have you about the original price of Moutai?
According to a number of media reports on April 19, the total number of registered users of the official digital marketing app "i Moutai" in Guizhou Moutai exceeded 10 million, with a total of more than 49.7345 million people and 131 million people participating in the subscription.
Since the official launch of the trial run on March 31, it took only 19 days for "i Moutai" to complete the number of users exceeding 10 million.
The brand manager has also previously reported that on the first day of the trial operation of "i Moutai", a total of 26,328 bottles of Moutai products were launched, and more than 2.29 million people and 6.22 million people participated in the subscription. According to the results of the "winning lottery" announced on the evening of the 31st, the most sought-after Guizhou Moutai wine (Year of the Nongyin Tiger) is only available to 3 people per 10,000 people on average.
i Moutai App
According to the latest data, on April 18, "i Moutai" launched a total of 25,041 bottles of Moutai products, with a total of more than 2.8 million people and 7.3 million people participating in the subscription, and the enthusiasm for reservations is still rising.
"Can apply for the original price of Moutai" has brought a large number of users to the new registration of the official App of Moutai. However, it should be noted that the official positioning of the product is the "digital marketing App", in addition to being one of the channels for moutai wine reservation subscription, another important role of i Moutai online is to carry and release Moutai blockbuster new products and precipitate Moutai culture. That is, in addition to distribution stores and e-commerce channels, through the establishment of their own platforms, directly establish information transmission and communication channels with consumers.
In addition, Moutai officials said that at present, the "two micro and one end" composed of the "i Moutai" WeChat public account, the "i Moutai" Weibo and the "i Moutai" App will be used as the first matrix of i Moutai authoritative information to speak out on the same frequency and interact with consumers online in a timely manner.
04. Barabala releases the first digital person for children
On April 20, children's clothing brand Barabala released the first children's digital human Gu Yu, the official positioning of its person is a young girl who loves fashion, sports and art, and announced that Gu Yu will be the global spokesperson of the brand in 2022. This means that the image of digital human Guyu will appear in the brand's activities and related materials for at least a long time in the future.
The GIF is taken from the official video
Since last year, the brand side pushed the official virtual digital person image has been a routine operation, at least at the level of marketing topics have rubbed a wave of heat, but many virtual people "debut is the peak" phenomenon, itself also exposed that many brands actually do not have the ability to create and operate IP.
In addition, perhaps traditional culture marketing, national style marketing still has a high degree of attention, the major brands, satellite TV virtual people named like to borrow the ancient style of the solar terms.
For example, the children's digital person of Barabala is called Gu Yu, and the promoter of Zhejiang Satellite TV Song Yun is called Gu Xiaoyu. Brands push virtual people, in addition to creating topics also want to play their own differentiation, but in the matter of naming, each family seems to lack differentiation.
05. Sony plans to plant ads in PS free games
According to foreign media VGC, Sony is planning to add ads to free games to increase the developer's advertising remuneration and encourage them to continue to produce free games. But for now, Sony has not yet decided whether to take a cut from the game's advertising revenue.
In addition, according to relevant information, Sony hopes to add ads to free games in the form of hard implants, but to integrate advertising elements with game content and environment, such as appearing in virtual billboards in game squares.
The project could be officially launched by the end of 2022, primarily reaching users who play on the PlayStation platform. According to public information, as of December 31, 2021, the number of users of Sony's video game subscription service PlayStation Plus has reached 48 million.
06. iQIYI released a new logo for the 12th anniversary, and released 12,000 "kiwifruit" NFTs in conjunction with Baidu SuperChain
On April 22, the day of iQIYI's 12th anniversary, the official announcement was made to replace the new brand LOGO. The new "iQIYI" is still based on green as the brand background, the font design is more visually rounded, and the previous "i" and "I" frames have been eliminated, meaning that this time "iQIYI broke out of the frame".
The GIF is taken from the official video
Turning the square into a circle is almost the common feature of the brand renewal of the big factory in the past two years. Whether it is Xiaomi, BYD, or iQiyi, the overall LOGO design changes are not large (at least at the user perception level), as for the so-called new logo can show the concept of technology, humanity, and tolerance, it is more of an official emphasis on the brand concept.
Similar to the previous Tencent 23rd anniversary to give away 72,000 NFTs based on the QQ corporate image to internal employees, iQIYI also joined hands with Baidu Super Chain during the anniversary celebration to give away 12,000 blind box NFTs to users. The digital collection design is based on iQIYI's kiwi kiki as the main image for IP derivation, each kiwi fruit generated by AI algorithm has a difference in image, while the hidden model integrates elements such as iQIYI's popular dramas & variety content IP, public welfare, and brand co-branding.
Kiwi kiki blind box NFT
In fact, in terms of the layout of digital collections and virtual IP, the mainstream domestic manufacturers have frequently moved to strengthen the connection between brands and young users. Another key recent move of iQIYI is to announce the launch of the original virtual idol IP parasitic panda Producer C digital collection blind box on April 20, which adopts the form of limited-time release, mainly plays the concept of tide play, and is differentiated from its previously launched Guofeng digital collection "Wind Rise Luoyang".
07. Adopt a cow and prepare to sell beef
On April 20th, 36Kr exclusively reported the progress of the new business segment of the dairy brand "Adopt a Cow". In addition to the establishment of the Beef Cattle Division in January, its beef cattle business will be independent of the dairy sector and will be operated as an independent sub-brand in the future, with related products launched as early as June.
It is reported that the first beef cattle industrial park that adopted a cow in Yushu City, Jilin Province, at the beginning of this year plans to invest a total of 5 billion yuan, covering the whole industrial chain of beef cattle breeding, feed processing, slaughtering, food processing and so on. Beef cattle are mainly divided into two categories, one is positioned Holstein meat bulls, Angus beef cattle, planned to fatten more than 100,000 heads in the next 3-5 years; one is ultra-high-grade Wagyu cattle (pure-blood Wagyu cattle), the next 5 years plan to produce more than 5,000 heads per year.
Dairy brands do not do beef cattle business across borders, but based on the adoption of a cow has been the main "adoption concept" before, grasping the pain points of dairy quality and safety, creating an unprecedented model of adopting cows, and now the business expansion from milk to beef does not seem to be abrupt. Its essence is to go deep into the development ideas of the upper, middle and lower reaches of the industrial chain in the dairy sector, and find a new growth curve outside the room temperature milk products.
The source of the image is official
Interestingly, from the perspective of its brand name alone, whether it is making milk in the past or beef in the future, the business can form a strong correlation with the brand name "Adopt a Cow", which is in line with the consumer's associative inertia, which also reduces the interpretation and publicity costs of the new business to some extent.