In the desert "no man's land" catwalk, Li Ning is on fire again! Unexpectedly, live broadcast can still do this
On the evening of August 25th, the sun will drop, and a fashion show is being staged on the Gobi Desert in Dunhuang Yadan. The model came from scattered wind-eroded towers, flashing lights all around. In the huge desert, the hundreds of spectators in the show are the only people within a few kilometers of the show, but outside the venue, more than 600,000 people watched the live broadcast on Tmall, and the whole network exposure exceeded 500 million. This is the scene of Li Ning's theme activity of "Thirty Years Standing·The Silk Road Exploration". After being popular in New York and Paris Fashion Week, Li Ning, who coincided with the "Thirty Rise", showed off his design strength and trendy qualities through a unique desert fashion show. This time, Tmall and Li Ning conducted in-depth cooperation to create a new online marketing scene. The Tmall Super Conference has solved the pain points of high investment and low efficiency of offline conferences. It plans unique live broadcast scenes and content for online consumer groups, while integrating the marketing resources of the Ali platform to amplify the brand's voice. Fashion show in the depths of the desert Li Ning has been planning a desert show for a long time. On the one hand, the main model of Li Ning's new product is the Dunhuang Museum joint model. The ancient Gobi Desert can better highlight its design concept and national tide culture. In addition, this Tmall Super launch event also coincides with the "30th anniversary" brand celebration of Li Ning. . In front of the mobile phone, people saw a wonderful live fashion show, with lottery, games, Lianmai, and celebrity interactions. The audience can enjoy all kinds of clothing and shoes under the high-definition lens, while interacting with the lottery on the screen. Watch and buy. In fact, it is not easy to organize a fashion show on the Gobi Desert in Yadan, Dunhuang, and it is almost impossible to spread the conference to the whole country through live footage and interact with users in real time. Mission". Li Ning's show was selected in the "Yadan Devil City", an empty "no man's land", nearly 200 kilometers away from the downtown area of ​​Dunhuang, without electricity or signal. In August in Yadan, the average temperature was 37-8 degrees Celsius, the sandy ground was exposed, the sun was exposed, and the surface temperature soared to fifty or sixty degrees. Even at this temperature, the model would have to wear down jackets on the show. On the day of the live broadcast, the two computers at the press conference were directly exposed to "strike" due to the high temperature. In order to ensure the smooth progress of this "Live Through Devil City", Li Ning and Tmall's team have formulated many plans for various emergencies. There are power supply vehicles on site to ensure power supply, and two signal vehicles from Lanzhou are specially deployed to provide signals for mobile phones and live broadcast equipment. Overcoming all kinds of difficulties, Li Ning and Tmall completed this "impossible task" together, allowing consumers to appreciate the novelty of the desert live show. Li Ning really did make "everything is possible." Cracking the pain points of offline conferences The effect of this Li Ning Tmall Super launch event far exceeded expectations. First, look at the exposure. Li Ning's Tmall Super Conference live broadcast has more than 630,000 views across the network, and the total number of Weibo topics on Weibo exceeded 95 million, and the total number of topics #ä¸è·¯æŽ¢è¡Œ# exposed more than 500 million, far exceeding the traditional line Next press conference. Not only that, Li Ning's Tmall Super launch conference also preheated and stored water for the Tmall Super Brand Day on August 29, helping Li Ning's sales exceed 100 million yuan on the Super Product Day. In the past, many brands' offline conferences had high investment but low efficiency, and there was no basis for the growth of user population and sales data. When the real money is smashed, the brand has no bottom on the marketing effect. The Tmall Super Conference integrates Tmall’s consumer insights, big data analysis tools, marketing resources, etc., and mainly solves the pain points of traditional conferences from three aspects. First, the Tmall Super Conference will attract users to participate in live interaction with innovative content planning based on consumer preferences and attract fans. Take Li Ning's Tmall Super Conference as an example. Before the live broadcast, the Tmall Super Conference team and fashion head media GQ specially customized short videos and graphics on the topic of "Crossing the Devil City" for the show, and connected Tmall, Tmall Super Conference, Taobao Live Wait for the five official blogs, and continue to output 24 hours on the day of the press conference to create momentum for the brand to warm up. Tmall Super Conference Preheat During the live broadcast, the Li Ning Tmall Super Conference invited film and television stars Zhang Tianai, Guo Xiaoting, Olympic champion Ding Ning, and many fashion KOLs to interact with users during the live broadcast, and also designed "behind the stage and behind the scenes", "C-show" and "cultural With multiple variety content links such as "Bringing Goods" and "Brand Connection", fans watched it for up to 9.5 minutes. In terms of the volume of dissemination after the live broadcast, there were multiple accounts and channels inside and outside the site on the day of the event. After the event, the short video cut from the essence content can also be continued through the short video column on the second floor of Taobao, Weibo, and Douyin platforms. Spread and conduct secondary marketing. The short videos cut from the conference content can also be continuously disseminated through the short video column on the second floor of Taobao, Weibo, and Douyin platforms for secondary marketing. Second, linking with Alibaba Group's resources such as Taobao Live, Tmall Black Box, Tmall Super Brand Day, Youku, etc., help brands expand their communication volume and form public domain resonance. "Li Ning Tmall Super Conference" on Youku revealed Third, through private domain operation tools such as "Tmall Brand Flagship Store" and other private domain operation tools, help brands accumulate potential customers. For example, users who have browsed the press conference can form a "crowd pack" to lay the foundation for more subsequent operations. New content, new people, new resources At the beginning of this year, due to the impact of the epidemic, many brands' offline activities were restricted, and they had to move events such as press conferences online. The Xiaomi 10 cloud press conference held on Taobao Live in February was the first in the industry. Unexpectedly, the crisis Instead, it gave birth to a whole new scene and gameplay. The Tmall Super Conference came into being in this context. It is a marketing IP incubated internally by Tmall. It was officially launched in April. The goal is to redefine the brand launch scene. From the live broadcast of the musical scene of "New Species Raid on the Sleepless Night", the "Barefoot Live Broadcast" of Cloud Whale, to the "Desert Live Broadcast" of Li Ning, the Tmall Super Conference has precise insights into the emotional needs of contemporary consumers and finds the brand and The emotional resonance point between users, and then through the interaction during the live broadcast, allows consumers to directly communicate with the brand, which stimulates resonance and connects. Therefore, unlike the general e-commerce live broadcast, the Tmall Super Conference emphasizes immersion and scene-oriented. For example, most e-commerce live broadcasts use a fixed single camera, while it is usually a multi-camera mobile view live broadcast. Home furnishing, food, consumer electronics, apparel...In just three months of launching, the brands participating in the Tmall Super launch conference have covered many industries, not only "old brands" such as Li Ning and Dove, but also cutting-edge brands such as Yunjing Brand. Through this platform, traditional brands can reach more young people in order to achieve the goal of brand rejuvenation, while emerging brands can take advantage of the huge volume of Tmall Super Conference to attract fans in a short time and achieve corner overtaking. For example, the Tmall super conference team combined with the product features of the cloud whale intelligent mopping robot, and launched the live broadcast theme of "Barefoot Freedom". From the brand CEO to the live broadcast guests, all the live broadcasts are barefoot, which is both fun and good. Conveys the selling point of the product. It has been less than a year since Cloud Whale has been on Tmall. In this press conference jointly organized by it and Tmall, the number of viewers in the live broadcast room reached 1.2265 million and the number of interactions was 9.06 million. By preheating and storing water, Cloud Whale will be in the next day. Cat super brand Japan and China has achieved sales of nearly 100 million yuan. Yunjing Tmall Super Conference Now, there is a long queue of brands that want to go to the Tmall Super Conference. The relevant person in charge of the Tmall Super Conference project frankly said that there is no shortage of numbers and they must build benchmark cases. And in the future, the Tmall Super Conference will continue to exert efforts on new content, new people, and new resources for brand content marketing, continue to explore the innovation of live content planning, help the brand accurately reach the target group, and integrate the platform. Resources to maximize the volume of sound transmission. 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