Pan American studies
2022-12-1518: 02 Beijing
five
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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 sells1.500 million a day to top the list of goods. Being good at "doing things", the "aunt" of Manchu created a wave of enthusiasm for her own industry while maintaining her son's face, and also made netizens feel distressed. Ms. Zhang Lan became a "war blue" in the live broadcast industry.
This exemplary marketing case has brought the outlet of traffic, and Zhang Lan is naturally an expert in this field. According to her live broadcast and short video, what are her marketing paths 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, and then there was Sister Ma Liuji. In the drama of mutual tearing between mother and son Wang Xiaofei and Big S in Zhang Lan, both Zhang Lan himself and Wang Xiaofei's "Ma Liuji" hot and sour powder got unprecedented exposure in this farce. Whether it's hype or not, this wave of brand marketing is worth at least 1 100 million!
According to the data of Grey Dolphin, during the period from 1 1 February 2/kloc-0 to 30, Zhang Lan broadcasted 46 live broadcasts in Tik Tok, with a total duration of more than 129 hours and 220 million viewers. The data shows that 1 1 month 2 1 day to 30, the accumulated goods carried exceeded 1 billion yuan, a hundredfold increase. The average is more than one million yuan, and the cumulative GMV of Tik Tok channels exceeds 60 million yuan. Maliuji hot and sour powder is sold out directly.
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● Zhang Lan Tik Tok fans have reached 762.6w ●
There are such amazing sales figures in just a few days, and I have to admire Sister Lan for accurately grasping the marketing opportunities.
In the hot search of "divorce case" frequently, many netizens Gao Hulan sold mattresses. Sure enough, Sister Lan didn't let everyone down. 1 1 In the live broadcast room of Zhang Lan on April 24th, 1299 yuan Netease YEATION mattress was sold for nearly 2,000 orders, and the whole audience's sales exceeded one million. At the same time, Zhang Lan claimed "owned/"in the live broadcast room. On that day, the popularity of the live broadcast room in Zhang Lan was high, with the number of online users as high as 1 00,000+,and the number of likes exceeded1100 million.
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That's not all. Before, Big S called Zhang Lan a 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 a "hot and sour powder". She wore a black veil hat, and stressed in the live broadcast room that she bought it by herself many years ago, and all the things were bought by herself. Some netizens said: I went into the live broadcast room to watch Sister Lan selling veil. After watching it for an hour, I cried and brought out two bags of hot and sour powder, becoming a fan of Sister Lan "Lan Baobao".
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Netizens are not happy to eat melons online, but Wang Xiaofei's mother, Ms. Zhang Lan, keenly grasped the traffic secret, pressed the Oriental selection, and took advantage of her own ethical drama to become the top stream in the live broadcast industry with goods.
Analysis of five characteristics of Lan Jie's way of bringing goods
According to the content of Zhang Lan's live broadcast, although some people pointed out that it was "grandstanding", we have to say that the content of Lan Jie's live broadcast has seized the traffic and sucked countless powders. Recently, Pan-American Studies has also been attracted by this female entrepreneur who dares to "dare" anything, watched several live broadcasts and videos of her, and summarized the following five cheats on the characteristics of live broadcasts, which can of course be applied to the medical and beauty industry.
1, Catch Hot Spots: Hot topics at the moment are always gathering places for traffic, and people's interests can always be mentioned to trigger heated discussions. However, in Sister Lan's live broadcast room, as the "divorce incident" continues to ferment, Sister Lan also keeps responding in the live broadcast room, which also causes many netizens to take the initiative to enter the live broadcast room to find answers. This mode of constantly following hot spots allows traffic to find their own doors.
2. Traffic: In the live broadcast room, Sister Lan has exquisite makeup and fashionable clothes. While gossiping about family affairs, laughing and cursing, she still does not forget to promote her "Six Seasons of Ma", selling hot and sour powder, marinated eggs and green tea packages, and making one stalk that makes people laugh. There is no sense of stubbornness and affectation, only constant beating of praise and rising sales.
3. Spreading positive energy: At the moment of the epidemic, people really need something with positive energy as spiritual support. Whether it is in the live broadcast room of Sister Lan, or short videos or funny content, we can see that Sister Lan has been exporting positive energy-related words, such as some persistence in her own entrepreneurial road or some summaries that cater to the current society. People can feel that they can learn the enlightenment of life while eating melons, which is a valuable "absorption method".
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4. Grasping consumers' minds: Through the marketing of this wave of "divorce cases", Sister Lan seems to have known what her fans like to watch. No matter what kind of flower edge, it will be translated into goods by Zhang Lan in the live broadcast by teasing, archaeology and homophonic stalks. Therefore, seize the mind of consumers and take the opportunity to ride the wind and waves, and successfully harvest a large number of fans.
5, to create a strong mother (IP) person design: behind a series of funny, ugly, in fact, it all stems from a mother's behavior to protect her son. On the Internet, I openly confronted my daughter-in-law, sold green tea and marinated eggs by innuendo, and so on. Seeing a mother so desperate caused countless netizens to feel distressed, and some even called "giving up the custody of Wang Xiaofei". Sister Lan's operation can not only maintain her son's face as thin as cicada's wings, but also create a wave of enthusiasm for her own industry, which brought South Beauty back to life and won the hemp in the Six Dynasties.
Learning "Zhanlan", the flow of medical beauty should be rolled up!
In the medical and beauty industry, we also see that many bloggers in the medical and beauty sector mainly focus on their own personal experiences, sharing medical and beauty science, dry goods and avoiding pits and stepping on thunder for users. In just a few minutes, the video can reach tens of thousands and millions of exposures. Institutions or doctors are also doing scripts, scenes, medical beauty-related content, or popular science products. However, after all, the medical beauty industry has medical attributes. In terms of marketing, it is still necessary to make fun and interesting things with a medical rigorous attitude to attract more traffic. So, what should be done?
1, chasing hot events: In fact, there are not many social hot events related to medical beauty, but this does not affect the use of hot events to attract traffic. If you convey your views with the right attitude and direction, traffic will naturally be attracted when you are recognized.
2, the inner easy * * * Ming: In fact, in the live broadcast room of Sister Lan, the positive energy she transmitted is not all related to the current hot events, as long as it meets the public's heart and social needs. After all, under the epidemic situation, people's hearts also need comfort. When the output content can produce * * * sounds, it is not difficult to suck powder, but at the same time, we must persist in doing it.
3, live broadcast to establish a strong IP: different from other industries, medical beauty has medical attributes, if it is an IP image like Lan Jie, it may not seem very unprofessional. In the live broadcast room of medical beauty, the IP image may be more suitable for the 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 the eyes of customers, and gain customers' attention and trust in our medical and aesthetic institutions.
4. Consumer-oriented continuous output of content: The times are changing, and relying on "harassment" to actively attack the marketing method will easily arouse consumers' resentment. Nowadays, 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 to be educated continuously to keep 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 be exerted at the same time when marketing, which will 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 will come.
In the era when the medical and beauty industry is becoming more and more popular, short videos, live broadcasts and other marketing also hide huge potential for exploration. 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 more medical beauty knowledge to consumers and promote the healthy development of medical beauty industry compliance. For all medical beauties, 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!