The New Mode Creates Three Sides To Win Together.

The cooperation between CCTV and Taobao is not just a commercial success.

"Traditional competition"

During this year's World Cup, dozens of brands such as the seven wolves, Osa, Qu Mei and Joyoung of Taobao mall bought a set of CCTV set of five sets of advertising resources, and co founded CCTV's online world cup channel with CCTV, and implanted the brand show through the "Carnival Carnival" program broadcast by CCTV every night, and linked the program's interactive game "nine palace shooting" with the spike activities of the Taobao world online world cup channel, so as to promote brand awareness and sales at the same time.

The major brands are interacting with fans at Taobao mall's carnival night.

At the same time, through the cross integration of the two major media resources, the big brands can monitor the effect of the campaign, and the small brands "get in the room".

A series of model innovation has provided a brand new idea for brand marketing, so that the participating businesses achieve 600% click growth and 60% sales growth.

This has become a classic case in the history of marketing.

The world cup is a great event of four years. When the "big buzz" sound on the big screen of shopping malls and bars is four, we can not evade the fact that all kinds of flag decorations related to the world cup are difficult to go shopping in front of the TV and in front of the computer.

Under the new consumption phenomenon, Taobao mall launched the "fans Carnival" World Cup.

It not only provides ample consumer products to express fans' love and hatred when they watch the ball, but also provides a stage for fans to vent.

On the TV screen, with the opening of the competition midfielder, the slogan of "I am in Taobao mall" is ringing, setting up a bridge for cross media marketing between the Internet and TV.

When fans participate in the activities of CCTV fans' carnival night, the spike becomes a link between TV screens and the Internet.

On the Internet, the fastest way to kill products is to know the next spike product on TV. The netizen turns from the TV to the line and becomes a circular line. This mode integrates the two networks.

In this spike session, 27 brands, large or small, are fully displayed under the attention of consumers.

In this regard, Taobao CFO and Taobao mall general manager Zhang Yong said: "this is Taobao mall after the use of CCTV tenders section advertising promotion spike mode, once again joined the CCTV marketing mode innovation attempt, it has proved that this brings brand manufacturers, CCTV and Taobao City three win win situation.

In the future, we will explore more innovative marketing, open up more channels for Amoy brands, and let brands play a huge energy in e-commerce platform.

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The new mode creates three sides to win together.

Pure hard advertising is a traditional business marketing mode.

As a Taobao network covering hundreds of millions of netizens, the interaction between traditional media and new media is especially important for CCTV, which covers 1 billion 300 million viewers.

The new model has gained growth myth during the world cup.

Both the volume of trade and the click through rate have achieved a high growth rate during the world cup, bringing a large number of new customers.

As a result, large brands can directly monitor the delivery effect and grasp market demand more accurately.

Among the many brands, the most amazing growth is AUX air conditioners. 692% click growth undoubtedly makes AUX salesmen staggering.

"We were surprised at the peak of June."

Of course, the sales growth of 6 of the seven wolves are more than happy, the seven wolves company official said, "Taobao mall launched this scheme we secretly cry out.

Facts have proved that such a model is not only an effective marketing mode when merchants encounter great events, but we feel that we can continue to try them in the future, and maybe we can adjust new ones in practice. "

In his view, this cooperation is the improvement and innovation of compound channels, not only depends on the effect of the paction, but on the promotion of the overall influence that the advertisement can bring to the enterprise, whether it is 1+1>2 or not.

In this innovative marketing, CCTV through the "fans Carnival" program entertainment content settings, and Taobao mall Carnival fans spike and other promotional means combined directly to the large audience of CCTV into Taobao mall, the dissemination effect through the network platform sales immediately display, created a new concept of TV promotion network new media marketing, the B2B2C e-commerce mode promotion and bigger.

He Haiming, director of CCTV advertising center, said: "the greatest significance of this cooperation is the exploration of a new model."

Data show that in the 31 days of the world cup, about 30000000 people pay attention to Taobao mall fans carnival, bringing 25 million yuan for Taobao mall.

And Taobao data cube data shows that the world cup 31 days, Taobao World Cup related products trading volume is 43 million 900 thousand yuan, compared to the previous month's paction volume of 1 million yuan, an increase of 44 times.

Among them, 1 million 10 thousand were sold for football clothes, 170 thousand for fans, 120 thousand for sale, 100 thousand for football, 50 thousand for football socks, 30 thousand for football shoes.

In particular, it is worth mentioning that in the world cup, Taobao has taken advantage of CCTV to cover the crowd, and has also broadened the Taobao ecosystem.

Data from CCTV suffurui national network show that the arrival rate of fans carnival is 29.6%, and 371 million of the country's audience has seen this column.

Among them, "the first time to Taobao" users, 30.8% watched TV, including 22.2% watched TV programs, 16.5% watched TV ads, indicating that CCTV has a significant guiding role for new users.

Multiple marketing brings innovation value

Yu Guoming, vice president of Journalism School of Renmin University of China, highly appraised the cooperation between Taobao mall and CCTV.

He believes that the media economy is a derivative economy that is dependent on the real economy. Therefore, in the past, people's consciousness is always an economic form.

In his view, the three party cooperation made many brands have the opportunity to display in CCTV and form scale effect. It is an interactive placement advertisement, a joint delivery of channels and product advertisements, and a platform for brand image display and brand guide shopping.

The cooperative practice between CCTV and Taobao mall shows that the credibility platform constructed by the media is not only able to "borrow", but also can be "momentum". The third party platform constructed by the mobilization of the huge resources of the media and the most valuable public trust resources in the market economy can completely achieve the docking and value for the re integration of more commercial resources and social resources outside the content.

Under the mode of "mashup" profit, because of the combination and combination of more service products and service modes, a phenomenon of market generalization based on the core competitiveness of products is created. People may break through the original market boundary to seek greater market space and market services, thereby achieving greater market returns and richer value realization methods.

"The cooperation between CCTV and Taobao is not only a commercial success, but the innovation that it shows in the cooperation mode has the meaning of some era and industrial development trend, and the innovation value of our market imagination is huge."

Yu Guoming said.