http://news.tom.com/201904/4694439403.html
The word-of-mouth marketing broke out, and SK-II and Tmall's small black box joined forces to create a billion-dollar myth!
2019-04-30 10:39 TOM
Fairy water, big red bottle, small light bulb, ex-boyfriend mask... With the international big-name SK-II entering the Chinese market, while bringing more high-end experience to consumers, it is also injecting new development into the beauty and skin care industry. force. Just recently, SK-II once again made a strong exit – with the new spot blotter, it was easy to win the first one-day break of the Tmall Makeup brand, and became the first one in the Tmall Beauty. Brand marketing activities!
After the fairy water, another new product continues to write sales myths
Among them, the "SK-II Blemish Pen", which was exclusively launched by Tmall Black Box, has reached nearly 20,000 sales per day, and the sales accounted for the first place in the whole store, and directly sold the top 30 days of sales. Top1, it can be said that after the god fairy water, another shop ace explosion!
Not only that, but with the new products, the light spot pen and small light bulb set airborne in the last 30 days category Top2, high-end suit Top1; at the same time, the beauty of the four categories of essence, facial sets, lotions / cream, eye cream in this craze Under the move, it also won the Top1 category of the day.
As the first new product of SK-II, it has caused such a sensation once it was listed. This is rare in the industry, and what has to be mentioned behind it is the Tmall black box that has created the first incident of N multi-phenomenon new products. As the world premiere of Tmall's new products, Tmall's small black box gathers big-name first-hand new product information, and is committed to one-stop solution to the consumer's "new message can not touch, new products can not catch up" to pursue new problems. At the same time, many brand new products are also bringing a brand new shopping experience to consumers through each new promotion through the unique resource advantages of the small black box.
Tmall black box combined with SK-II, multi-directional new products
In this linkage with SK-II, Tmall Black Box has completely upgraded its marketing gameplay. Based on SK-II has always insisted on paying attention to the real effect of products, Tmall Black Box will be closely linked to consumer operations, tracking new products in the whole process, and forming a complete word of mouth marketing explosion on the Internet.
1) A new departure for consumer asset management
Before the market of the spotted pen, Tmall's small black box relied on Tmall's big data, combined with the algorithm to advance the target users in full cycle, no dead ends, and also joined forces with SK-II to invite a group of fans to use the products. And record and publish a real experience report of "Before VS After". Among the users, there are not only the stars who are consumers and have the need for whitening, but also the fashion beauty grass-roots bloggers who are influential on social media.
Under the personal demonstration of the star and the Daren, the real effect of the SK-II Blemette is revealed. At the same time, the asset operation of the target-oriented and cross-category submarines directly and effectively promoted the conversion rate of the first discovered goods.
2) Continuous innovation of content operation mode
Along with the curiosity of the target users, SK-II and Tmall's small black box immediately hit the iron and creatively exported the product content.