At present, the tiktok industry gradually moves from the new blue ocean to a red sea, and the platform like shaking voice becomes an important battlefield for all brands to fight marketing. Under the fierce battle in the Red Sea, brands are gradually showing their fatigue and are looking for a new way out of live broadcasting and goods. One of the breakouts is Zhejiang Yiming Food Co.Ltd(605179) deeply cultivating the dual track of “dairy + baking”. In January 8th tiktok tiktok was named “Yiming real milk bar” by Zhejiang Yiming Food Co.Ltd(605179) . The first live broadcast of local life was made, and GMV 1027639 was awarded, with a total of 354 thousand +, 43 thousand orders of payment. It adopts the path of brand self broadcasting, bid farewell to the simple selling cry, dialogue with consumers for the fundamental purpose of strengthening brand power, and redefine the “people and goods yard” of commercial consumption.
In addition to the self broadcast of the brand, Zhejiang Yiming Food Co.Ltd(605179) refused the routine operation of “burning money” to buy traffic in terms of marketing methods, made frequent efforts to innovate marketing before and after the new year, successfully broke the situation under the marketing involution trend of new consumer brands, and also occupied the highland in the consumption boom of the new year’s goods Festival.
IP co branding + Flash store brands win the battle out of the circle 2022
In the Spring Festival, a marketing season that strategists must compete for, Zhejiang Yiming Food Co.Ltd(605179) knows that the core marketing scene of the Spring Festival lies offline. Based on the high attention of users during the Spring Festival in the business district, a super cute flash store has been jointly opened in Wenzhou Vientiane city and the Spring Festival Film “pleasant goat and grey wolf out of the future” in the year of the tiger, With the creative theme of “Yiming takes the lead and tiger Luck takes the lead”, the festival atmosphere is set off visually. Activities such as “buying milk and delivering movie tickets” gather a large number of passenger flow in a short time, and set up VR game devices and “instant cartoon” space that can generate cartoon images in real time, so as to lead consumers into the second-dimensional world and become a new punch in place for many friends, big and small.
This marketing action skillfully uses the Spring Festival node of the year of the tiger to anchor Zhejiang Yiming Food Co.Ltd(605179) and pleasant goat series animation as the common point of “childhood memory killing”, turns the film and television IP into the brand’s own Spring Festival IP, realizes the linkage between animation memory and food memory, effectively awakens consumers’ complex for Yu Yiming, an old brand accompanying their growth, and quickly improves the brand’s reputation Transformation and influence are the co branded samples of flash stores that “flash” out of commercial value.
This is not the first time for Zhejiang Yiming Food Co.Ltd(605179) to adopt the method of IP joint name + Flash store. Previously, Yiming and oatly oat milk jointly launched a series of winter creative new products such as comfortable wheat, Qiuli Jingui oat milk and colorful coconut oat milk, created a new nutritional “food” fashion based on product innovation, and leveraged the IP force of “Yiming real fresh milk bar” with the joint name as a lever to realize the brand out of the circle.
Wuxi Online Offline Communication Information Technology Co.Ltd(300959) multi scene penetration volume increased with sales
In the era of attention economy, if a brand wants to take a share in this “attention grabbing war”, it undoubtedly needs to open up the Wuxi Online Offline Communication Information Technology Co.Ltd(300959) full link, find the scene and detonate accurately.
Tiktok is well versed in this line. What’s more, Tmall has launched an uninterrupted live broadcast, overlay promotion, strong grass planting and drainage in the Tmall flagship store. In the direction of the interest of the new generation of consumers, it has updated the popular science, life, and emotional short videos of “what to eat early”, “Xiao Ming classroom”, “Ming TV station”, etc., effectively locking the attention of consumers and improving consumer loyalty; Offline, during the “milk Festival” of Yiming, join hands with trendy media, use community ladder media to penetrate the life scene, take “healthy relay meal for light white-collar workers”, “fashionable afternoon tea” and “children’s social place” as the positioning, accurately reach the target audience, broaden the consumption scene, realize the accurate connection between “people” and “goods”, and open up the “last mile” of communication, Realize the efficient transformation of sales volume and strong improvement of sound volume.
Online and offline double lines are developed simultaneously, and multi scenes in all channels resonate with the same frequency. Relying on strong marketing potential, Zhejiang Yiming Food Co.Ltd(605179) has reaped stable and considerable traffic and sales, realized the leap of brand voice, and provided new value and significance for major brands and industries.
Marketing is only the first step of brand success, but Zhejiang Yiming Food Co.Ltd(605179) does not stop at marketing. Every step from product R & D and innovation, channel quality improvement and capacity expansion to supply chain upgrading has stepped on the rhythm, walked down-to-earth, and only needs to be accumulated.
It was the peak season of the Spring Festival. The dynamic sales of dairy products were strong, the sales volume increased significantly, and the prosperity was high. According to the “2022 gift box consumption report of Jingdong supermarket” released by Jingdong supermarket, dairy products have become one of the five new items of annual consumption. In this context, Zhejiang Yiming Food Co.Ltd(605179) which has been committed to “creating a fresh and healthy life” for many years is also expected to undertake the dividend of dairy consumption growth and usher in rapid growth. The performance in the first quarter of 2022 may be significantly improved, and it is expected to be a blockbuster in the new year.
