“March 8” Women’s Day is coming soon, and major e-commerce companies are eager to try, trying to capture the hearts of the goddesses and make them willingly spend money to buy things. Therefore, the marketing methods and strategies of large and small businesses for the Goddess Festival are also different. In this business war without gunpowder, there will be winners and losers. Therefore, how to seize the “festival economy” and make a good marketing war is very important.
So, in the face of the fat meat of “her economy”, how do businesses conduct marketing to make their brands invincible in this business war? In fact, it is not difficult, just learn from the Internet celebrity Li Jiaqi.
Li Jiaqi, a senior Douyin celebrity, is actually one of the representatives of Douyin’s well-known beauty self-media. How famous is he in the beauty industry? There is a popular saying: “Don’t be afraid of the sky, and the earth is not afraid, just be afraid of Li Jiaqi oh my god!” When Li Jiaqi exclaimed oh my god, the girls would cut the meat and chop their hands with tears, and the boys would dare not speak, but Can obediently present a wallet to my girlfriend.
Although Li Jiaqi is a man, he did a live broadcast of lipstick evaluation. With his own hard work and the ability to carry goods, he has millions of fans on Douyin and painted within 15 minutes of the peak of the live broadcast. With 380 lipsticks, he became the world record holder for lipsticks. What’s more, he actually created the amazing miracle of selling 15,000 lipsticks in 5 minutes!
15,000 sold in 5 minutes. Whoever sees these two numbers is jealous. Such an amazing effect of “planting grass” has made Li Jiaqi the hottest man in the beauty industry, and it has also aroused great attention and in-depth research among colleagues: he is also a beauty blogger, and he is also a live broadcast. Why is Li Jiaqi Can stand alone?
In fact, Li Jiaqi’s popularity is not accidental. From a marketing perspective, Li Jiaqi’s live-streaming of lipsticks is simply a lively excellent marketing case; moreover, the target audience is women, which can be used as a ready-made model for the Goddess Festival. So, what are the specific aspects of Li Jiaqi’s marketing strategy?
1. Grasp consumer psychology
Compared with men, women hold up half of the perceptual consumption. Contemporary women have higher economic power and spending power, and they admire the idea that “work is for a better life.” They are willing to spend money and consume vigorously, and they have become a major consumer force that cannot be ignored. This phenomenon, economic experts also put forward the concept of “her economy”.
Generally speaking, female consumer psychology has several characteristics: emotional, diversified and individualized.
Emotionalization is embodied in “wealthy and self-willed”, because nowadays female consumption not only pays attention to practicality, but also takes into account the pleasure and satisfaction brought by the product. Therefore, adding more perceptual factors to products and services to coax women well and let them spend a lot of money.
Women’s economic status has risen and they have begun to pursue a diversified lifestyle. They hope to change their identities and styles and experience a different life. Therefore, the richer and more novel the product form and content, the more women’s eyes can be retained.
On the basis of diversification, women will choose products or services that make them look different. This is personalization.
Li Jiaqi’s personal qualities are very popular with women.
First of all, Li Jiaqi himself has good “hardware”, with a medium-to-upper look, friendly and lively temperament, which can easily arouse women’s favor; and his skin is fair, the lip color is light, suitable for makeup, and can be presented well. The effect of beauty products.
Secondly, there are many lipstick brands and styles evaluated by Li Jiaqi, and through the live broadcast, you can see that there is a “lipstick wall” behind Li Jiaqi. I even claim that I own every lipstick, whether it is a luxury product or a personal product. What kind of color number and style, you want to test any one, he can paint it for you.
2. Highlight the benefits
To promote a product, we must highlight what benefits it can bring to consumers and make consumers need it. How to highlight the benefits of products is a technical task. Too blunt, consumers tend to resist; too vague, it is difficult for consumers to get its advantages.
What does Li Jiaqi do in this regard?
After the lipstick is applied, fans can see the effect immediately. This intuitive visual experience, coupled with Li Jiaqi’s magical brief description, can immediately make girls yearn. Listen to what he said:
“You are a lady if you paint.”
“It’s super white, it feels like spring.”
“Warm tones, suitable for Asian skin tone.”
This evaluation method that not only shows the characteristics of the product, but also highlights the points of interest, in a word, directly hits women’s love of beauty. Just ask, in the face of beauty products that make you more attractive, what is a wallet?
3. Superior pipeline
There is “time”, and then “location”. Li Jiaqi’s live broadcast, the main position is on Douyin.
Although social media such as WeChat and Weibo still occupy a place in brand communication, Douyin, which has come to the top, has become the most popular tool for bringing goods with its strong traffic and superior monetization environment.
As the most popular short video app right now, Douyin has a natural communication advantage. The fifteen-second short video, easy-to-play editing and uploading, sharing content anytime and anywhere, and viewing in vertical screen give Douyin a strong user base, with large traffic, wide dissemination, and strong entertainment, which is very easy for users to receive and implant. Advertising information.
As a result, Douyin has formed a very good monetization environment. Various opinion leaders promote products among the fan base. By leveraging their own characteristics and advantages, Douyin has an endless stream of masters of goods.
It is the unique marketing channel of Douyin that allows Li Jiaqi to use his skills and become the “lipstick brother” of Douyin.
Fourth, create a personal label
The superb delivery level and Zoran’s sales performance make many people think of Li Jiaqi when they mention lipstick, because his image of “the lipstick brother” has been deeply rooted in the hearts of the people. Li Jiaqi itself, as an IP, has been affixed with some specific labels, and these labels are easy for consumers to remember him in a short time and form memory points.
5. Repeated brainwashing promotion
“The essence of human beings is a repeater”. When a sentence keeps echoing in your mind, you will always involuntarily follow it to “repeat”. Whether it is the repeated “talk to the boss” directly hired by the boss in the elevator, or the “sweet, so sweet, so sweet, so sweet oranges” from the fruit vendors on the street, they can impress and tempt people.
Brainwashing repetition, on the other hand, is easy to get bored, but as the simplest and rude way of promotion, it has always been very useful.
Obviously, Li Jiaqi understands this truth.
Why did Li Jiaqi’s “oh my god” suddenly become popular? It is precisely because he often repeats this compliment. Similar to this, what fans are familiar with is “too good”, “buy it” and other words. Many people who watch the video are brainwashed by these words. When they hear “wow”, they immediately think like a conditioned reflex. To “buy it”.
It can be said that Li Jiaqi’s success is inevitable for fans to accept this repetition without getting tired of it.
