Behind The Fast Landing Of Louis Vuitton Men'S Wear Show: A New Blue Ocean Of Brand Marketing Emerges

Wen / Baiyang

For the brand business, the global monthly life of more than 1 billion fast hand, is becoming a new flow depression.

On June 24, Louis Vuitton (Louis Vuitton) conducted the first live water test on the express platform. That night, Louis Vuitton broadcast the 2022 spring and summer men's show on the express platform, with a total of 38.64 million viewers.

In the cognition of many people, it seems difficult to imagine that a top luxury brand in the world will be associated with express. In their view, the express platform is very "local" and completely does not match luxury goods. The users of express are also from the sinking market and do not have the purchasing power of luxury goods.

But in fact, this stereotype has already changed. Hu Yan, vice president of sales of fast hand magnetic engine, said in an interview that at the beginning of contact with Louis Vuitton, they would have hesitated, but with the rapid development in brand commercialization for more than a year, the cooperation between the two sides has become a natural result.

For Louis Vuitton, the criteria for its brand launch platform selection are: firstly, the number of users must be large enough; secondly, it should be in the forefront of the trend; finally, it should be able to provide relatively professional services. Fast hand just has these abilities.

In fact, before Louis Vuitton to fasthand live broadcast, many fast-moving people had already been carrying luxury goods, and the per customer price of luxury products in express had increased from 3000 yuan to 10000 yuan, which showed that fast hand had already had the ability to undertake luxury brands.

The cooperation between fast hand and Louis Vuitton is more like "official certification". Hu Yan also said that through this cooperation, the brand tonality of express will be further improved, at the same time, the outside world can see more diversified ecology of fast hand and its ability to serve high-end brands.

According to its disclosure, Louis Vuitton is also very satisfied with the first cooperation with fast hands, so after the men's show, the cooperation of its women's show is also under negotiation. Not only that, there are also other top luxury brands actively contact express through multiple channels, hoping to cooperate.

Brand marketing new blue ocean

If 2018 is the first year of fast hand commercialization, then 2020 will be the first year of fast hand brand advertising.

According to the annual report released in March this year, the total revenue of express will be 58.7 billion yuan in 2020, including 33.2 billion yuan of direct broadcast revenue, accounting for 56.5%, and 21.9 billion yuan of online marketing revenue, accounting for 37.2%. You should know that in 2019, fasthand is still a company highly dependent on live broadcast income, and the proportion of live broadcast income at that time was as high as 80%.

The rapid growth of online marketing revenue reflects the continuous acceleration of fast hand commercialization. In the fourth quarter of 2020, fasthand will usher in an important turning point. The revenue from online marketing services will reach 47%, exceeding the live broadcast revenue for the first time.

This momentum also continued to this year. In the first quarter, the revenue from online marketing services increased by 161.5% year-on-year to 8.6 billion yuan, accounting for more than half of the total revenue for the first time, reaching 50.3% for the first time. Online marketing services also took over the live broadcasting business and became the main revenue source of fast hand.

The online marketing service mainly reflects the advertising revenue of fast hand. Q1 financial report disclosed that the number of advertisers in the first quarter of this year was more than twice that of the same period in 2020. At the same time, brand advertising is one of the important areas in the development of online marketing services in 2021. The year-on-year growth rate of fast hand brand advertising revenue exceeds the year-on-year growth rate of total online marketing service revenue.

Hu Yan admitted that it was relatively late to enter the brand industry quickly, and it started officially in July last year. At first, fasthand played the role of a traffic distribution platform in terms of commercialization, and most of its customers were advertising for effects. Now, fast hand has become a new blue ocean of brand marketing.

According to its introduction, at present, in the beauty, daily chemical, clothing, food and beverage, automobile and other industries, some of the top customers gradually choose to launch their brands. The income of fast hand brand customers increased by more than 470% in the first half of this year compared with the same period last year.

"In the whole brand advertising market, there are more than 2000 advertisers with a certain volume. Compared with this number, the number of brand customers of express is not large at present. Therefore, the customers who enter the early stage can also taste more dividends of the express platform. Especially, the large amount of resources invested in the public traffic of express also provides brand customers with more high-quality traffic." Hu Yan said.

Private domain or public domain? What quick hands need to do is the whole area

For a long time, the "old railway economy" created by fast hand is the most typical private domain traffic, which once became the most significant difference between express and other competitors.

Behind the private traffic is a trust economy. With the operation of private traffic, the relationship between creators and fans is not just a simple relationship between content providers and recipients, but a bond of trust has been formed between the two sides, more like "family members".

The data shows that there are nearly 11 billion pairs of people's mutual concern in fasthand, and the penetration rate of "attention" page is as high as 70%. At the same time, private domain traffic also brings 80% reward, 70% Gmv and 70% review volume for creators.

For commercialization, private traffic means stronger grass planting and transformation ability. Through emotional communication with users, fast hand has greatly improved the conversion rate and repurchase rate per unit time, which are the advantages of fast hand when providing effect advertising.

However, fasthand is not satisfied with only doing private traffic. In September 2020, fasthand app released version 8.0, which is the biggest product change since its establishment. Among them, the most core change is that the product page of express has added a single column page on the basis of the original double column.

Single column and double column correspond to public domain traffic and private domain traffic. The former emphasizes algorithm recommendation, while the latter gives users the right of content selection. Quick to make such a change is actually a natural extension of the platform after it has developed to a certain scale.

This also shows that global development is the future industry trend. From the perspective of fast hand, global traffic means that users can have more diverse content choices. At the same time, it also provides a brand-new marketing channel for brand customers to quickly reach consumers and realize the integration of product and marketing.

Full chain marketing of enabling brand

In June of this year, huaxizi, as the general denominator of the party, also got a full range of brand exposure at the "quick hand 616 sincere night", which was jointly created by Kuaishou, Jiangsu Satellite TV and Zhejiang satellite TV.

According to the data, the total number of viewers and interaction times reached 236 million and 240 million respectively. The highest number of simultaneous viewers was 3.58 million. The audience rating of csm35 city was 3.54%, and the highest viewing point of csm63 city was 3.40%.

Throughout the party, huaxizi not only achieved uninterrupted exposure through stage show and oral broadcast, but also continuously strengthened the user's mind through the features of Amway's products for hundreds of millions of users.

On the network side, the express platform provides huaxizi with full exposure of special topics, and also gives priority to exposure in live recommendation. In addition, in the promotion inside and outside the station, huaxizi brand also got a lot of exposure.

With the help of top-level traffic of blockbuster evening party, brand marketing is only a miniature of fast operation of public domain traffic. According to Hu Yan, in order to make the public domain traffic become better, a lot of resources are quickly invested to build IP and introduce IP.

At present, fast hand has formed three very distinctive self built content IP, namely, CNY, 1001 night and talent ceremony. As for the introduction of IP, the latest case is that Kuaishou has become a broadcasting company holding rights for the 2020 Tokyo Olympic Games and 2022 Beijing Winter Olympic Games.

Hu Yan said that these content IP will undoubtedly bring huge user increment to the platform, and for brand owners, they can obtain higher brand gain with the help of these IP addresses.

For enterprises, brand advertising is only the first step of marketing, and promoting transactions is the ultimate goal. Taking huaxizi as an example, after the brand exposure is realized through the public domain traffic of fast hand, the next step is to build a deeper brand trust with the help of quick hand talents. Finally, huaxizi can build its own brand position, such as brand number, small shop, etc., to realize transaction transformation.

In fact, huaxizi's path is a complete marketing chain from reaching consumers, planting grass to transforming transactions. Not every enterprise needs to start from scratch, and enterprises in different development stages have different demands on marketing.

What's important is that fasthand can provide corresponding marketing solutions according to different needs of customers. Hu Yan said that in terms of marketing links, fast hand is one of the few platforms that can form a whole chain from public domain to private domain. Therefore, fast hand has been in the first echelon of media advertising flow products, and has become a growth point of business opportunities that can not be ignored in the industry. At the same time, fast hand has led consumers into the consumption scene of the integration of product and marketing. Through the leap forward growth in product + content construction, fast hand is also releasing marketing innovation from the inside to the outside.

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