Hello everyone, my name is Zhao Xin. I have 10 years of experience in the e-commerce industry and 8 years of experience in the self-media industry. I am also the co-founder of Cucumber Video. I have done content promotion planning or advice for many brands. Douyin, Kuaishou, Station B, Weibo and other short video platforms have a total of 140 million+ fans.
The theme I will share with you today is "How to quickly launch new brands through Station B", because there are still quite a few content platforms that can launch in the entire market, such as Douyin, Kuaishou, Xiaohongshu, etc., which leads to new brands It’s easy to make a mistake, that is to say, you have a limited budget, but you want to promote it on all platforms. I don’t agree with this kind of operation idea, especially for new brands. In fact, everyone’s first task is to survive, then in It is a strategic mistake if you want to promote through many platforms when your budget is limited.
So today I will share with you that through the promotion of a certain platform, the breakthrough of the brand from 0 to 1 can be achieved.
The content of the course is mainly divided into three levels. The first is how new brands can seize the opportunity to start quickly at station B. The second is the core logic of starting at station B. The third is to help you achieve station B through data analysis. Maximize delivery efficiency.
1. How can new brands seize the opportunity to start quickly at station B
Before the lecture, please understand the background of the case. The case I chose today is Nutshell Skin Care. It is a new brand incubated by a 22-year-old beauty brand and officially launched in April 2020.
This brand is mainly sold on Tmall, and the unit price is around 150 yuan. The main products are some skin care essences. It wants to meet the needs of 18-24-year-old Z era oily skin users, providing classic acne treatment, whitening and other classics. Skin care efficacy.
Before December last year, this emerging brand had not found a breakthrough, and the monthly sales were only a few hundred. This is a problem that many new brands will encounter when they are just launched. There is no breakthrough. Basically, sales are gradually accumulated through replenishing orders and getting free traffic from the platform. It may be a little bit more direct. This process is very Slow, and the conversion rate is also relatively poor.
The common problem encountered by such telemarketing list emerging brands is that funds are limited and there is insufficient budget for off-site delivery. It is very unrealistic to make a difference on multiple platforms such as Douyin, Xiaohongshu, and Bilibili.
Therefore , in the overall strategy, it is necessary to telemarketing list spend the funds on the cutting edge, first focus on breaking through a certain platform, and penetrate the users of this platform, otherwise it will be difficult to make waves.
Generally, when analyzing problems, we first look at the traffic structure of the brand to determine whether the key work is on the site or off the site.
In terms of the traffic structure of Nutshell, the typical sources of off-site traffic are Taobao customers, Taobao search, etc., and then through trains and live streaming of Taobao belong to the traffic on the site.
It can be seen from the data that Taobao customers are a very important source of sales in the process of launching the fruit shell, accounting for more than 30% of the whole; natural search can reach about 10%, and this part is also an important source of traffic outside the site. On-site payment and on-site live broadcasting have hardly been done, and the proportion is only a few points. Therefore, when this brand is launched, the focus should be placed on the outside of the station.