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抖音日活超4亿,母婴品牌如何抢滩短视频阵地?

efax868.com 编辑:颖子  2020年01月16日 08:59  来源:中国玩具和婴童用品协会公众号
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JINQI,DOUYINFABU《2019NIANDOUYINSHUJUBAOGAO》,TOULUQIRIHUOYUEYONGHUYIJINGYU2020NIAN1YUE5RICHAOGUO4YI。QIZHONG,2019NIAN,DOUYINDUANSHIPINAPPXIYIN46WANGEJIATINGYONGDOUYINPAISHEQUANJIAFU,XIANGGUANSHIPINBOFANG27.9YICI,BEIDIANZAN1YICI。TONGSHI,GUANGDADEFUMUWEIJILUYUHAIZIXIANGCHUDEWENXINRICHANGPAIXIALE308WANZHIQINZIDUANSHIPIN。

伯爵彩票APPBUYANERYU,HENDUONIANQINGDE80HOU、90HOUBAMA,JINGUANZIJISHANGZAICHENGZHANG,DANYIJINGKAISHIMANMANTANSUOYUHAIZIDEXIANGCHUFANGSHI,ERDOUYINZUOWEIMAMAQUNTIZUIXIHUANDEDUANSHIPINSHEJIAOPINGTAIZHIYI,YEYICHENGWEIGEDAMUYINGPINPAIQIANGZHANLIULIANGDEZHENDI。

母婴品牌玩转短视频营销案例赏析

伯爵彩票APPYOUSHUJUXIANSHI,ZAIDOUYINSHANG,MUYINGLEIPGCTAMENDUOYITEDINGIPWEISHIPINZHUTIDAZAOZHUANJIAXINGXIANG,DIERLEIWEIMUYINGYONGPINLEIPINPAI,RUZHINIAOKU、YUNFUZHUANG、YINGERYONGPINDENG,TONGSHIZHIDEZHUYIDESHI,HAIYOUYIXIEMUYINGLEIXIANXIAPINPAIYEZAITONGBUJIJIBUJUDUANSHIPINLANVZHANGHAOQIANGTANSHICHANG。NEIME,TAMENDAODIDOUSHIRUHEZUODE?LAIKANKANANLIFENXI。

KANLEHENDUODEYINGXIAOANLIFAXIAN,MUYINGPINPAIZAIDOUYINSHANGPUBIANCHANGSHIDUOZHONGYINGXIAOSHOUDUANZUHECHUJI,YINAIFENLEIPINPAITOUFANGZUIJIZHONG。ZAIYINGXIAOCELVESHANG,TAMENDUOXUANZEHUATITIAOZHANWEIZHUDAO,XIANSHENGDUOREN,ZAIPEIHEKOLCHANGJINGZHIRU,SHENDUZHONGCAO。CONGTOUFANGJIEZOUSHANG,DUOBURUQITACHUILEINEIMEPINFAN,DUOHUIXUANZECHANPINSHANGXIN,PEIFANGDIEDAIHEYINGXIAOZHANLVEYUESHANGJIZHONGTOUFANG。

伯爵彩票APPRU:2019NIAN3YUEYOUQUECHAOCHAOQINENGEN3FAQIDE#battleXIAOMINGANDOUYINCHAOJITIAOZHANSAI#,JIANGQI“SHIDUSHUIJIEDANBAI、NEIHANYISHENGJUNYIDADAOFANGYUXIAOMINGAN”DETEDIANRONGRUTIAOZHANSAIZHONG,RANGBAOBA、BAOMAZAIQINGSONGCANYUDETONGSHI,JIYUZIJIABAOBEIXUQIUZHONGCAOZHUANHUA。JIEZHIRIQIAN,SHOUHUO23YIBOFANGLIANG,21.3WANRENCANYUQIZHONG。ZHEIYIRANSHIXIAOGUOHEHUDONGBIAOXIANBUCUODEYICHANGSHANGYEHUATITIAOZHAN,WULUNSHIBOFANGLIANGHEHAISHIHUDONGLIANG,JUNWEILIEDOUYINMUYINGHUATITIAOZHANDEDI2MING。

伯爵彩票APPHAIYOU,ZAI2019NIAN5YUEQIDONGPINPAIZHONGSUXIANGMUDEAOBEIPINPAI,ZAITUICHUYIXILIEXINCHANPINHOU,XIWANGTONGGUOZAIDOUYINDAZAOBAOKUANCHANPIN,CONGERDAIDONGZHENGGEPINPAILIDETISHENG。BENCIDOUYINYINGXIAO,AOBEIXUANZEDEYAOTUIDECHANPINSHIKUBIANCHEDUIXILIEDECHANPIN,GENJUCHANPINKESHIXIAN“1BIAN2”DEBIANXINGTEDIAN,JIFAYONGHUYONGGENGDUODECHUANGYIYANSHENGCHUDUOBIANDEWANFA,TONGSHIJIANGCHANPINDINGJIAYOUHUIZHI49YUAN,JIAGEXIANGDUISHIZHONG,HENKUAIDEJIUQIAODONGQIPINGTAISHANGMUBIAOSHOUZHONGDEXINGQU。

伯爵彩票APPCONG8YUEFENHUODONGKAISHIQIDONGYIZHIYANXUDAO12YUE,XIANHOUZAIDOUYINPINGTAIFAQILESANBOTONGYANGHUATIDETIAOZHANSAI,CHIXUFAQIHUATITIAOZHAN,ZHIZAOCHENDIANHUATIYINGXIANG。TONGSHIAOBEIYEXIYINLEYIPIKOCYONGHUDECHUANBO,TONGGUOYOUZHIYONGHULAIYINGZAOCHANPINDEKOUBEI,CHENGGONGLADONGLEYIPIDOUYINTAOKEJIARUCHANPINDEDAIHUOTUIGUANG,JINYIBUKUOSANCHANPINDEBAOKUANXIAOYING。

伯爵彩票APPYUCITONGSHI,WEIRAOKUBIANCHEDUITIAOZHANSAIHUATI,AOBEITONGSHIZHENGHENEIWAIDEYIXILIEZIYUANLIANHETUIGUANG,FANGDAHUATITIAOZHANSAIDEYINGXIANGLI。MEITIFANGMIANYUXIAOLINGWANJU、KEXUEJIATINGYUERJINXINGHEZUO,QUDAOCENGMIAN,YUYINGTONGZHONGDUANQUDAORUXIAOFEIXIANG、HONGHAIZI、YUNYINGTONGDENGLIANHE,LIYONGSHUANGFANGDEZIMEITIQUDAOHUTUI。JIEZHI2019NIAN,AOBEI#KUBIANCHEDUIDEDOUYINHUATIBOFANGLIANGJIEJIN4000WAN,XIANSHANGXIANXIADEQUANFANGWEILIANDONGQUANMIANFANGDALECHANPINZAIPINGTAI、XIAOFEIZHE、ZHONGDUANQUDAODEYINGXIANG。ZHIDEYITIDESHI,AOBEIKUBIANCHEDUIDABIANXINGCHEXILIEHAICHENGGONGRUXUANLEZHONGWANXIE“2020ZUIXINQUSHICHANPIN”,YINQILEYENEIRENSHIDEGUANGFANGUANZHU。

母婴人到底如何利用抖音卖货?

引流

伯爵彩票APPXIANGYAOTONGGUODOUYINMAIHUO,SHOUXIANYAOZUODEKENDINGSHIYINLIU,RUGUOBUNENGXIYINDAOYONGHU,NEIWOMENDECHANPINYOUNENGMAIJISHEI?ZAIDOUYINZHONG,ZHIZUONEIRONGJINJINSHIQIZHONGDEYIGEHUANJIE。DANSHIXIANGYAOLIULIANGGAO,JINJINYOUZHIDENEIRONGSHIBUGOUDE,WOMENHAIXUYAOLEJIEPINGTAITEDIAN,GAODONGSUANFAJIZHI。

SHISHISHANG,ZAIDOUYINNEI,YONGHUSHUADAODENEIRONGSHIJIYUSUANFASHUXING+SHISHIREDU+YONGHUGUANXIDEZONGHETUIJIAN。JULILAISHUO,WOMENSHANGCHUANYIGESHIPINZHIHOU,PINGTAIHUIJIWOMENYIGECHUSHILIULIANG,RANHOUGENJUDIANZANLV、PINGLUNLV、ZHUANFALVPANDUANWOMENDESHIPINSHIFOUSHOUHUANYING。

伯爵彩票APPRUGUODIYILUNBEIPINGPANWEISHOUHUANYING,NEIMEPINGTAIHUIJIANGWOMENDESHIPINJINXINGERCICHUANBO。SUIZHEYICICITUIJIANCHUANBO,DOUYINPINGTAIHUIZHUJIANJIWOMENTUIJIANGENGDADELIULIANG。

伯爵彩票APPXIANGFAN,RUGUOZAIDIYIBOHUOZHEDINBOFANKUIBUHAO,DOUYINJIUJIANGBUZAITUIJIAN。MEIYOULEPINGTAIDETUIJIAN,WOMENSHIPINXIANGHUODEGAILVWEIHUQIWEI,YINWEIMEIYOUGENGDUODELIULIANGNENGKANJIANWOMEN。

QIZHONGXUYAOZHUYIDESHI,DOUYINZHONGZHUANFALIANG>PINGLUNLIANG>DIANZANLIANG,SUOYIXUYAOQUEDINGHAONULIDEFANGXIANG,JIEZHUREDIANCHUANGZUOCHUYOUZHIDESHIPIN,HAIYAONULIWEIHUHAOHEDOUYOUMENDEYONGHUGUANXI,RANGTAMENJIJIZHUANFA、PINGLUNHEDIANZAN。

卖货策略

XIANGYAOZAIDOUYINZHONGZUOTUIGUANG,HAIXUYAOKAOLVSHIPINDEDIAOXINGSHIFOUHEWOMENDECHANPINXIANGFU。RUGUOZHISHIDANCHUNDEMEIREN+KUAIJIEZOUSHIPIN,SHIHENNANZHIRUCHANPINDE。NEIME,XIANGYAOZAIDOUYINMAIHUO,WOMENYINGGAIZENYANGZUO?

1、红人带货

伯爵彩票APPZAIDOUYINSHANGZUIBUQUEDEJIUSHIHONGREN,TAMENYONGYOUSHUBAIWANDEFENSI,FABUYITIAOSHIPINJIUSHIJISHIWANDEDIANZANLIANG。ZHEIYANGDEGAORENQIZAIJIASHANGGOUWUCHEQUDAO,NAPASHIPINQUANCHENGZHIYOUZHAOPIANQIEHUAN,MEIYOUKOUBONEIRONG,YEHUIXIYINZHONGDUOFENSIQUGOUMAI。FENSIMENZHIXUDIANJIDUANSHIPINYIPANGDEXIAOGOUWUCHE,JIUKETIAOZHUANDAOGOUMAIJIEMIAN,FANGBIANKUAIJIE。

伯爵彩票APPRUGUOWOMENMUYINGRENYAOQINGDOUYINHONGRENBANGZHUWOMENXUANCHUANCHANPIN,JISHITABUJIESHAOWOMENDECHANPIN,ZHISHIZAILUZHISHIPINSHIYONGWOMENDECHANPINHUOZHEBAIFANGZAIXIANYANWEIZHI,TADEFENSIMENYEHUIZHUDONGQUSOUSUO、XUNWENHUOZHEDIANJIGOUWUCHEQUCHAKAN,ZHEIJIUSHI“FENSIJINGJI”。

2、巧妙引入

ZAICEHUASHIPINSHI,WOMENYAOYUNYINGHELIDEFANGFA,BAYONGHUDEMUGUANGXIYINDAOZHIRUDECHANPINSHANGQU,JINLIANGBIMIANZHIJIEJIESHAOCHANPIN。

YIYINGYOUERFUSHIPINJULI,WOMENBUNENGZHIJIEJIESHAOWOMENDECHANPIN,KEYICONGJIESHAOFUSHIPINDEXIAOZHISHIRUSHOU,BIRURUHERANGYINGYOUERDAPEISHIYONGFUSHICHANPINXIAOGUOZUIHAOHUOZHEBUTONGJIJIEDECHANPINSUOPEIHEDENGDENG,ZAIBIJIAOXIANYANDEWEIZHICHU,WOMENKEYIBAIFANGCHANPINHUOZHEPINPAIBIAOSHI,RANGGUANKANZHEYIYANJIUKEYIJIZHUWOMENDECHANPIN。

3、后期带货

HOUQIDAIHUO,ZHIDESHIWOMENZIJIQUCAOZUO、YUNYINGDOUYINSHIPIN,SUIRANXUYAOSHIJIANKENENGHUIZHANGYIXIE,DANSHIZHEIYANGYOULIYUWOMENZHANGQIXUANCHUANCHANPIN。WOMENXUYAOZHUJIANJILEILIULIANG,BIRUDUOHEFENSIHUDONG、GENPAIREMENSHIPIN、HEHONGRENXIANGHUDIANZANYINLIUDENGDOUSHIWOMENJILEILIULIANGDEFANGFA。

伯爵彩票APPDENGDAOYONGYOUYIDINGDELIULIANGYIHOU,WOMENKEYIZHUBUYINRUCHANPIN、YINDAOTAMENGUANZHUWOMENDEWEIXINHUOZHEWEIDIAN,CHENGWEIWOMENDEKEHU。QIANQIDEJILEISHIWEILEBIMIANZHIJIEYINRUCHANPIN,ZAOCHENGRENLIULIANGDEXIAOSHI,DENGHOUQIZHUJIANWENDINGYIHOU,WOMENKEYIZAIXIAOSHIPINXIAFANGCHUANGJIANZIJIDEYINZANGCAIDAN,ZHANSHIWOMENDECHANGXIAODANPINHUOZHECHUANGJIANGOUCHECHUANGKOU。

伯爵彩票APPWULUNSHIYUNYINGHAISHIYINGXIAO,YIXIESUCHENGJIQIAOSUIRANYOUYONG,DANSHIRUGUOWOMENBUNENGLIJIEBEIHOUDEGUILV,WANGWANGRONGYIZHAOMAOHUAHU,BUDEYAOLING。SUOYIWOMENYAOLEJIEPINGTAIDETEDIAN,GAODONGSUANFAJIZHI,XUEHUIZONGJIENEIRONGQUSHI,HELIYUNYONGDOUYINPINGTAIMAIHUO。

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