Pan American studies
2022-12-1518: 02 Beijing
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"Soft rice with mattress" and "green tea with marinated eggs", if anyone can compete with the popularity of the World Cup, it must be Wang Xiaofei's mother, Ms. Zhang Lan, who keeps popping stalks in the live broadcast room and frequently tops the list of commodities with a daily sales of 65.438+0.5 billion yuan. Being good at "doing things", the Manchu "Aunt" created a wave of enthusiasm for her own industry while maintaining her son's face, which also made netizens feel distressed. Ms. Zhang Lan became the "blue war" in the live broadcast industry.
This exemplary marketing case has brought about the export of traffic, and Zhang Lan is naturally an expert in this field. According to her live broadcast and short video, what marketing paths are worth learning from in the medical and beauty industry? What can we learn from it?
Constantly bursting stalks, constantly welcoming business opportunities.
Before the live broadcast, there was Luo Yonghao, followed by Sister Ma Liu. In the drama of Zhang Lan's mother and son Wang Xiaofei and Big S tearing each other, both Zhang Lan himself and Wang Xiaofei's "Ma Liu Ji" hot and sour powder have gained unprecedented exposure in this farce. Whether it is hype or not, this wave of brand marketing is at least worth 1 100 million!
According to the data of the grey dolphin, during the period of165438+1October 265438 0-30, Zhang Lan broadcasted 46 live broadcasts on Tik Tok, with a total duration of more than 129 hours and 220 million viewers. According to the data, within ten days from June 5,438+1October 265,438+1October 30, the total delivery amount exceeded 6,543.8 billion yuan, a hundredfold increase. The average is more than one million yuan, and the cumulative GMV of Tik Tok channel is more than 60 million yuan. Ma Liuji's hot and sour powder is sold out directly.
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● Zhang Lan Tik Tok fans have reached 762.6w ●
With such amazing sales figures in just a few days, I have to admire Sister Lan's precise grasp of marketing opportunities.
In the frequent hot search for "divorce cases", many netizens called Sister Hulan to sell mattresses. Sure enough, Sister Lan didn't let everyone down. 1Zhang Lan live broadcast room on October 24th, 1 1299, Netease YEATION mattress sold nearly 2,000 sheets, with sales exceeding one million. At the same time, Zhang Lan claimed in the live broadcast that "he owns 65438+. On that day, the popularity of the live broadcast room in Zhang Lan was high, with the number of online users reaching 65.438+million+and the number of likes exceeding 65.438+billion.
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That's not all. Previously, Big S called Zhang hot and sour powder on the Internet. Many netizens shouted Zhang Lan's response in the live broadcast room, and Zhang Lan also responded to what Big S called her "hot and sour powder". She wore a black gauze hat and stressed in the live broadcast that she bought it many years ago and bought everything herself. Some netizens said: I went into the live broadcast room to watch Sister Lan sell veils. After watching it for an hour, I cried and took out two bags of hot and sour powder and became a fan of Sister Lan's "Baby Lan".
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Netizens are not happy to eat melons online, but Wang Xiaofei's mother, Ms. Zhang Lan, has keenly grasped the secret of traffic, pressed Oriental Select, and made bringing goods the top stream in the live broadcast industry by virtue of her own advantages in ethical drama.
Analysis on Five Characteristics of Lanjie Freight Transportation Mode
According to the content of the live broadcast in Zhang Lan, although some people pointed out that it was "grandstanding", we have to say that the content of the live broadcast in Lan Jie seized the traffic and sucked countless powders. Recently, Pan-American learning has also been attracted by this female entrepreneur who dares to "dare" anything. After watching several live broadcasts and videos of her, she summarized the following five features of live broadcasts, which can of course be applied to the medical and beauty industry.
65438+
2. Transportation: In the live broadcast room, Sister Lan has exquisite makeup and fashionable clothes. While gossiping about family affairs, laughing and cursing, she did not forget to promote her own "Six Seasons of Horse", selling hot and sour powder, marinated eggs and green tea bags, making people laugh. There is no stubbornness and emotional correction, only constant praise and rising sales.
3. Spread positive energy: At the moment of epidemic, people really need something with positive energy as spiritual support. Whether in the live broadcast room of Lan Jie, short videos or funny content, we can see that Lan Jie has been exporting positive energy related words, such as some persistence in her own entrepreneurial path or some summaries that cater to the current society. It is a valuable "absorption method" to let people feel the enlightenment of life while eating melons.
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4. Grasp the hearts of consumers: Through this wave of "divorce case" marketing, Sister Lan seems to have known what her fans like to watch. No matter what kind of flower edge, it will be translated into commodities by Zhang Lan in the way of ridicule, archaeology and homophonic stalk. Therefore, seize the minds of consumers, take the opportunity to ride the wind and waves, and successfully harvest a large number of fans.
5, create a strong mother (IP) character design: behind a series of funny and ugly, it actually stems from a mother's behavior of protecting her son. Publicly against the daughter-in-law on the Internet, selling green tea and marinated eggs by innuendo, and so on. Seeing a mother so desperate has caused countless netizens to feel distressed, and some even called for "giving up the custody of Wang Xiaofei". Sister Lan's operation can not only maintain her son's face as thin as a cicada, but also create a wave of enthusiasm for her own industry, bring South Beauty back to life and win the Six Dynasties.
Learning "Blue", medical beauty flow should be rolled up!
In the medical beauty industry, we also see that many bloggers in the medical beauty sector mainly focus on their own personal experiences, sharing medical beauty science and dry goods for users. In just a few minutes, the video can reach tens of thousands and millions of exposures. Institutions or doctors are also making scripts, scenes, medical beauty-related content, or popular science products. However, the medical beauty industry has medical attributes after all. In marketing, we should still use a medical rigorous attitude to make fun and interesting things to attract more traffic. So, what should be done?
1, chasing hot events: In fact, there are not many hot events related to medical beauty at present, but this does not affect the use of hot events to attract traffic. If you convey your views with the right attitude and direction, when you are recognized, traffic will naturally be attracted.
2, inner ease * * * Ming: In fact, in the live broadcast room of Lan Jie, the positive energy she transmitted is not all related to the current hot events, as long as it meets the inner and social needs of the public. After all, under the epidemic, people's hearts also need comfort. When the output content can produce * * * sound, it is not difficult to absorb powder, but at the same time, we must stick to it.
3. Live broadcast to build a strong IP: Different from other industries, medical beauty has medical attributes. If it is an IP image like Lan Jie, it may not look very unprofessional. In the live broadcast room of medical beauty, IP image may be more suitable for professional doctor image. A professional IP image, when communicating with customers, is easier to close the distance, produce emotional connection and accumulate trust. At the same time, it is easier for customers to have memories, establish a good image of their own brands in their minds, and gain customers' attention and trust in our medical and aesthetic institutions.
4. Continue to export content to consumers: The times are changing, and the marketing method of "harassment" can easily arouse consumers' resentment. Now marketing must be oriented to potential consumers, so institutions should learn to attract consumers' attention. After the content is recognized by consumers, what institutions or manufacturers need to do is to continuously output and update at a certain frequency, because consumers need continuous education to maintain it, otherwise it will be easily taken away by other institutions.
5. Omni-channel marketing: In the Internet era, although short video platforms such as Tik Tok are popular at present, all channels should make efforts at the same time in marketing to pave the way for the brand and make a good reputation image on the consumer side. Multiple platforms interact with consumers at the same time, so it's hard not to spark, and natural traffic comes.
In the era when the medical beauty industry is becoming more and more popular, marketing such as short video and live broadcast also hides great exploration potential. No matter what platform or form, medical and beauty businesses must abide by the platform regulations on the basis of publicity and must not do anything illegal. Give consumers more knowledge of medical beauty and promote the healthy development of medical beauty industry. For all medical beauty, it is better to wait and see than to lay out in advance. We should seize this opportunity now and open up a new blue ocean in the medical beauty market as soon as possible!