The rhythm of leading products should
Posted: Mon Jan 06, 2025 5:32 am
Category No. 1, single product No. 1. The value of being No. 1 is to accumulate credibility for the brand. For 618 , Double Eleven, and New Year’s Goods Festival, you need to plan 3-5 weeks in advance. be positioned Off-site traffic needs to be coordinated In-site purchases require investment Brand PR needs to keep up Cross-border joint venture For example, taking Xiaoxiandun as an example, in 2018 , it mainly focused on weight loss and skin care; in 2019 , it strengthened the extension of the concept of pregnancy care and anti-aging, and at the same time increased the percentage of skin care from 28% to 45% .
This means that the combination of skin care and function is effective. Focusing on the A2-A3 population, we completed the user population portrait. Based on the A2-A3 user population portrait, we iterated keywords and penetrated the population. After April 2019 , the scenarios of Xiaoxiandun 's launch began to change. The proportion of "weight loss" scenarios number database decreased to 11% , and the proportion of " skin care" scenarios was the highest, accounting for more than 45% of the total ratio . The proportion of "pregnancy care" and " frozen age" scenarios increased significantly, and the proportion of "health care" scenarios was still at the bottom. Use super- head KOLs to increase awareness, focusing on "weight loss", "skin care", "anti-aging", "health preservation" and "pregnancy care".
We gradually developed the core keywords: skin care, health care, pregnancy care, and anti-aging as the main method of penetration . 3. 100 million to 1 billion Keyword : Upperweight This stage is also 10 times, the same question is where does the 10 times come from? 1 ) Online + offline, 2 ) Breaking the circle and attracting new customers, 3 ) Action on the scale The core is to rely on the pull of the brand to drive sales growth. In other words, at this stage, simply talking about products, traffic, and conversion is not enough to support sales growth. It is necessary to combine brand, product, traffic, and content together. Only at this stage can we enter a comprehensive stage of product, effect, and sales integration. The brand action extends from brand and category groups to interest groups, attracting interested groups through top-tier product promotion + celebrity endorsements + brand crossover + advertising and public relations , enlarging the traffic entrance, and gradually transitioning from A2-A3 groups to A1 and O consumer groups.
This means that the combination of skin care and function is effective. Focusing on the A2-A3 population, we completed the user population portrait. Based on the A2-A3 user population portrait, we iterated keywords and penetrated the population. After April 2019 , the scenarios of Xiaoxiandun 's launch began to change. The proportion of "weight loss" scenarios number database decreased to 11% , and the proportion of " skin care" scenarios was the highest, accounting for more than 45% of the total ratio . The proportion of "pregnancy care" and " frozen age" scenarios increased significantly, and the proportion of "health care" scenarios was still at the bottom. Use super- head KOLs to increase awareness, focusing on "weight loss", "skin care", "anti-aging", "health preservation" and "pregnancy care".
We gradually developed the core keywords: skin care, health care, pregnancy care, and anti-aging as the main method of penetration . 3. 100 million to 1 billion Keyword : Upperweight This stage is also 10 times, the same question is where does the 10 times come from? 1 ) Online + offline, 2 ) Breaking the circle and attracting new customers, 3 ) Action on the scale The core is to rely on the pull of the brand to drive sales growth. In other words, at this stage, simply talking about products, traffic, and conversion is not enough to support sales growth. It is necessary to combine brand, product, traffic, and content together. Only at this stage can we enter a comprehensive stage of product, effect, and sales integration. The brand action extends from brand and category groups to interest groups, attracting interested groups through top-tier product promotion + celebrity endorsements + brand crossover + advertising and public relations , enlarging the traffic entrance, and gradually transitioning from A2-A3 groups to A1 and O consumer groups.