"Live + Cross-Brand Cooperation" "Jiaxing Scorpion" Dragon Boat Festival
Original title: "Live + cross-brand cooperation" "Jiaxing 粽子" Dragon Boat Festival strong out of the Dragon Boat Festival, bought it?"China’s Dragon Boat Festival is the taste of the native of Jiaxing’s scorpion.This Dragon Boat Festival, "Jiaxing Scorpion" is very busy: top flow big coffee live broadcast, cross-brand cooperation, online "Flying together"; fighting for creativity, spelling speed, playing, spellingThis year’s Dragon Boat Festival "Jiaxing Die" is strong!Take a live broadcast, "Jiaxing scorpion", the higher the flying today, are you broadcast live?This year, the Dragon Boat Festival opened the "live season".Really old old scorpion 3 times landed in Li Jiaqi live broadcast, selling 150,000 scorpions in 3 seconds; cooperating with the gathering, zebra members, 甩 甩 宝宝 and other social e-commerce platforms, continue to "rose powder".
Wufangzhai is also "magnificent" on live broadcast. On June 10th, Wufangzhai Qi Qi "Belt Dawn" Viya, "Entertainment Circle Kitak" Lin Yi Rong and other constituent live "Dream Team", lead 66 anchor brought a 12-hour marathon live broadcast In order to set a new single store sales.
Enter June "Dragon Boat Festival", Wufangzhai is also the most eye-catching focus of e-commerce platforms, and Tmall platform total transactions TOP1 in grain and oil fast food industry, single-store accumulated sales year-on-year increase of 44% year-on-year. Wufangzhai in the "6 · 18" year in the middle of the promotion and then selling frenzy.
Jingdong "6 · 18" opens the door, Jingdong exclusive custom Wufangzhai "Love" gift box 1 hour turnover is 11 times the same period last year.
At present, Wufangzhai C2M reverse custom products accounted for more than 60% in Jingdong Supermarket. Wufangzhai and Jingdong supermarkets form a "scorpion quality alliance" to lead the industry quality upgrade.
Cross-border marketing, "Jiaxing scorpion", the more played more, in addition to online broadcasting, this year, cross-brand cooperation has also become "Jiaxing Scorpion" C to come out, strong "signboard movement".
Really old and gourmet and food self-cultivated brand "Review" to launch a multi-paragraph "Take the goods preparation" joint products; cooperate with the "new retail benchmark" box horse, launch a series of net red taste … this year, I really have a new gameplay in the marketing innovation, which has become a self-contained traffic "net red". Wufangzhai has a bigger step by step this year.
On the basis of maintaining the deep cooperation with Disney, small cans, this year, Wufangzhai and a happy, ramen said, good tea (hot wheat), appropriate herbal, Akoko, Yilin, Vanke, etc., etc. Cooperative products, successfully detonated the Dragon Boat Festival. Xu Wei, the company’s brand director, said: "The crossover of the five Fangzhai this year is the most embarrassing season in history!" The product upgrade, Jiaxing scorpion is more and more "cavity adjustment" is the most cost of the Dragon Boat Festival. peak. Entering the true old dice workshop, I saw a busy inside and outside, and the air filled the rich mood. "During this time, our scorpion production line is full, and the daily production has reached 1.2 million.
Shao Weiyan, director of the real old old brand management, said that this year, the sudden epidemic has caused a small impact to all industries, thanks to multi-innovation, the real old sales situation is more optimistic.
Product iteration is an important trick to grasp the quality of consumer market, young and differentiated trends.
According to reports, the true old old biography series of the main "high soup fresh" concept is now favored by more and more consumers, and the "flop rate" in the store has reached 40%. This year, in response to the pain of the scorpion "difficult to keep fresh", it is really old and old innovation to launch the "small gold bag" lock fresh packaging, and later "all nets are popular" implanted "good genes". This year is also the new year in the history of Wufangzhai. Locking light fashion, high-end health theme, five Fangzhai tricks are also very stable.
Outside the classic series, this year’s end of the afternoon, Wufangzhai launched the master of the high-end ingredients wrapped in black tartles, pine, bird’s nest, and positioning the young guest group "Can eat", refreshed people Five-Fangzhai brand awareness. Shop upgrade, Jiaxing Dizi store is increasingly "tide" online, the bidirectional force of Jiaxing brand is not asked to upgrade the store, and the temperament becomes more and more tide. On June 12th, as the "first bomb" of the real chain upgrade version of the true old and old layout, the first store of "Really old and old" is open in Shanghai Pacific Senya Square.
The brand image of the current boiled, fresh and simple decoration style, "a generation of deceased, three generations of true biography" brand image … "The true old and old shop" is unveiled in Shanghai, and he has received many young "food" welcomes.
Recently, Jiaxing’s first five-Fangjie workshop neighborhood opened, mainly engaged in scorpion,, 团, burning 4 series products.
Compared with the past Wufangzhai shop, "neighborhood" streamlines the type of food, but also focuses on community store service. Customers can not only taste the delicious taste of Wufangzhai, but also see the manual on-site packages and restore the beauty of the hand. The decoration of the store is also relatively family-friendly, and the warm environment has made the neighborhood a good place to socialize.
Paying tribute tradition, "Jiaxing Zizi" has made a good cultural card this year’s Dragon Boat Festival, and Jiaxing’s scorpion has started to start the foot horsepower to "new", and do not forget to restroom tradition, make a good cultural card, let the dice culture is more
In the fourth "cultural and natural heritage day", the "Inheritance of the Strust Entrepreneurship – Dragon Boat Festival" entrepreneurial project welcomed the entire network finals.
Long up to 4 hours of the final live broadcast in Xinhuanet, Phoenix News, Sina News, One Directive and other platforms and more than 10 city live platforms, with more than 6 million views.
It is worth mentioning that Wufangzhai also jointly brought Jiaxing Daily Newspaper Media Group launched a large story collection activity of "a city and its 99 kinds of life", looking for 99 "" stories, sharing a hundred years of Jiaxing people A deep memory that is closely linked to the scorpion.
The event is collected with hundreds of precious, moving "" tastes, inspiring people’s collective memory for the taste of the city. Speaking of the story of the scorpion, telling the story of Jiaxing to become the "same question" of this season.
(Question: Zhang Liqi, Wang Liwei).