With Liu Qihong's new promotion to the "top stream of the whole network", various reports and hot discussions about him swept the network, in addition to his "shuttlecock exercise" out of the circle, there are waves of self-proclaimed "Liu Qihong girl" phenomenon-level circle of friends continue to dominate the screen.
In just one month, Liu Qihong's Douyin account rose by more than 20 million fans, more than 200 million likes per game, and as of April 23, the number of douyin fans has exceeded 41.99 million, which has triggered events including popular comments from official media such as the People's Network, and many celebrities to follow the trend of fitness, which have directly triggered a national fitness boom with the help of a series of "pushing waves".
The essence of business is often hidden behind the phenomenon, so after Liu Qihong exploded, what enlightenment did he leave to the camel milk powder industry? What is worth learning from behind the traffic thinking?
Revelation 1: Seize the opportunity to meet the "general trend" of demand
As the saying goes, the small rich rely on diligence, and the big rich rely on the situation, and this "potential" actually represents the law of social development, and it must contain the opportunity of wealth. Behind the phenomenon of fitness tide, it is not difficult for us to find that "staying at home" has become the norm in many places due to the epidemic, and finding ways to improve their health and relieve anxiety has become everyone's inner needs, so following the star coach fitness has become a good choice.
If this thinking is placed in the analogy of the camel milk powder industry, we can observe that in the past, the lot represented traffic, a good geographical location to open a store, and it is naturally easy to obtain maternal and infant traffic, but in today's increasingly inward-volume industry status quo, in addition to the need to screen out a more accurate location to open a store, it is more necessary to use the network platform to obtain and retain traffic, because the young new generation of mothers are more accustomed to the way of communication on the Internet.
Therefore, the layout of brand accounts on platforms such as Douyin is the trend of the times, but whether it can be successfully operated, it is necessary to dig deep into the needs and preferences of customers and produce content in a way that meets their needs, rather than standing in the perspective of past product thinking, only providing some commodity information or the company's own marketing content, which is of course difficult to capture the hearts of consumers.
Revelation 2: Precise positioning, "circle powder" with value
Liu Qihong's explosion is not overnight, but has experienced twists and turns, it is reported that Liu Qihong first began to bring goods with his wife in Taobao live broadcast in 2018, and turned to Douyin e-commerce at the end of last year, selling milk powder, meal packs, and toys. However, from December 2021 to February 2022, Liu Qihong and his wife did a total of 9 live broadcasts with goods, and the total transaction amount did not exceed the 10 million mark.
On February 18 this year, Liu Qihong finally gave up carrying goods and began to dance with fans on live broadcasts. The idea of taking exercises stems from Liu Qihong's own star personal training identity and professional fitness experience, so as soon as he "debuted" to do live fitness, he circled fans with strength.
If we compare with other industry tracks, it is not difficult to find that the development of the industry is no longer commodity-oriented, and customers are easy to obtain commodity information and price comparison through various channels, and the industry needs to first recognize this reality, after which they can adjust their thinking and return to the origin of shaping their own value.
With the more Kochi post-95 parents becoming the mainstream, providing them with a complete set of solutions from pregnancy to feeding, it is naturally easier to gain the trust of mothers by professional positioning, but this is a huge challenge for the camel milk powder industry industry with low entry thresholds, in addition to overcoming the problems of mentality, it is necessary to implement more into their own actions, I believe that adhering to the "long-term doctrine" under the training and breakthrough, will be rewarded.
Revelation 3: Polish products to improve customer satisfaction
Liu Qihong's out of the circle, in fact, stems from the success of his "fitness product" design, he adopted the "simple action + encouragement guidance + family sparring" model, more in line with the fitness needs of ordinary people, that is, the difficulty of moving to get started is low, encouraging exercise teaching, family fun interaction and active atmosphere.
Therefore, in the live video, it can be found that most of the actions he chooses are relatively simple, even if he did not have much fitness before, it is easier to follow the live broadcast. He often emphasizes his fitness philosophy: "If you don't have the habit of exercising, my advice is to take it step by step." During the live broadcast, Liu Ruihong will also remind everyone from time to time that if you feel that you can't keep up, you can stop or drink water. He often took his wife and mother-in-law to the gym, and the whole atmosphere was very happy and very real.
So in the maternal and infant industry, whether we are aimed at the young mothers after 95, to carefully design our products, such as whether we have a shopping environment that takes into account the appearance and comfort, whether we set up partition displays such as pregnancy, postpartum and feeding for user habits, and whether we are ready for more youthful and interesting theme activities. Gradually let themselves from the past product thinking, to the current user thinking, I believe it will be easier to create a good product that makes customers scream.
After the traffic thinking, the camel milk powder industry needs to shape its own retention value, so that it is easier to realize the driving model of the outbreak of "net red" and empower the growth of the "long red" brand.