Case Study: Review of Tmall’s 21-Day Vitality Plan

From the news on April 10th that Yi Yang Qianxi would be the spokesperson for Tmall , to the end of the 21-day Yuanqi Plan and the release of the final video on May 3rd, Tmall not only found a spokesperson this time, but also launched a large-scale marketing campaign by launching the first spokesperson.

Judging from the data of the event, this will undoubtedly become a masterpiece in the marketing cases of e-commerce platforms. Today, from the perspective of Yi Yang Qianxi's fans and those who want to learn, let's review this large-scale marketing event of Tmall that is a win-win for all parties.

The main theme of this marketing campaign is the 21-day vitality plan. Users download the Tmall APP, sign in every day for 21 days, invite friends to download the APP, or help themselves. Users can get a chance to draw prizes of different values. During the event, Tmall will also release life clips videos with different themes recorded by Yi Yang Qianxi in sequence to demonstrate what an ideal life is.

From the perspective of entry point, this event is a fan economy , but the final result is that it radiates to a wider group of people through the spokesperson fans.

How is Tmall's chess game laid out? Why can it reach more users beyond the spokesperson’s fans? How do platforms, product manufacturers, spokespersons, and users achieve a win-win result?

Let's take a look at it together. The article is too long, please read it patiently~

1. What is the purpose of Tmall’s event?

1. To differentiate from Taobao

Some people may think, they are all shopping platforms, isn’t it enough to have Taobao? Why do we need to have a Tmall? Is Tmall necessary?

some. Because Tmall and Taobao are two different platforms, they have independent apps, websites, etc. In fact, many people cannot distinguish this point. Most users even think that they belong to the same APP and that Tmall is included in Taobao. But in fact, there are obvious differences between them.

We can see these differences more clearly by applying the STP rule .

(1) S——Segmentation (market segmentation), different business models

The market here refers to the market in terms of business layout, that is, it looks at the business model, which is different from the consumer market.

Tmall is a B2C model , which is e-commerce between merchants and consumers, that is, merchants sell products and services directly to consumers. This means that Tmall’s most basic requirement for entrants is that they must be enterprises, because all consumption behaviors that occur on Tmall are from enterprises to individuals.

The difference in business models is the market segmentation of Tmall and Taobao.

(2) T——Targeting (target market selection), different definitions of target groups

The market here is the consumer market.

Taobao's target group is defined as those who care about price and variety. As we all know, Taobao sells all kinds of strange things, and the same things are sold by many different people at different prices, so its target group is those who pay attention to price and diversity.

These users will compare prices from multiple stores when making purchases, and finally decide where to place the order based on differences in price, reviews, etc.

Tmall’s target group is defined as people who focus on quality of life , and brand is the best reflection of quality. Therefore, people who shop on Tmall have different consumption concepts. They pay more attention to the quality of brands and products, and can accept high prices as long as the brand requirements and product quality requirements are met.

The difference in target groups is the target market selection made by Tmall based on market segmentation.

(3) P – Positioning (product positioning), different promotional concepts

Taobao's slogan is "Tao, I like" , and what it wants to convey to consumers is to choose the best from multiple choices. The focus is on searching. First, find the items you like, then find the seller you want to order from, compare them back and forth, and finally confirm.

Tmall’s slogan is “Ideal Life on Tmall” . What it wants to convey to consumers is what an ideal life is like. Modern people pay attention to the quality of life and have a young mentality regardless of age. On Tmall, you can find the ideal life you want.

The difference in slogans reflects the product direction that Tmall has decided based on the previous market segmentation and target market selection.

2. To compete with similar B2C products

We have analyzed the differences between Tmall and Taobao above. Based on these differences, you can clearly see who Tmall’s competitors are. Its current number one competitor is JD.com .

The concept promoted by JD.com is "Only for quality life" . Its target group overlaps with that of Tmall. For users, quality life and ideal life are the same and both advocate paying attention to the quality of life.

So when users want to buy quality goods, how can we make them choose Tmall instead of JD.com?

From the perspective of business layout and defense, not only JD.com , but also other B2C model platforms are Tmall's competitors. Although their individual strength is still far behind Tmall and JD.com, a sense of crisis is still necessary. Tmall must take precautions while developing.

Therefore, Tmall needs to make a breakthrough in its marketing model. There are only so many users, and competition is inevitable in order to seize and retain users.

3. To seize market share

The most basic purpose of marketing activities must be for the brand and users, to get users to download the product and develop usage habits. The same goes for Tmall. It wants to enhance its brand, expand its own popularity, increase its market share, grab users, enhance user stickiness, etc. It even hopes that one day Tmall can become the absolute king in the B2C field like Taobao.

This should be a purpose that everyone can think of, so I won’t go into details here.

4. Eco-chain integrated marketing

Alibaba 's ecological chain is very long, and all of its industries are part of it. The interconnected links make up the giant Alibaba. There have been too many articles analyzing this in the past, so I will not repeat them here.

Therefore, what we want to talk about here is that in this event, Tmall incorporated a part of Alibaba's ecological chain into the fan economy and carried out integrated marketing.

Tmall or Alibaba has actually been exploring the fan economy, but it has not been well converted , so they urgently need to open up a new situation.

Judging from this marketing campaign, they are opening up a new situation by integrating the ecological chain , which is N levels higher than combining with fan economy, because fan economy is only one link in this ecological chain, and fan economy cooperation alone may not achieve the desired effect.

So how about adding some links in Alibaba’s existing ecological chain to carry out integrated marketing?

The integrated links that we can see from the surface in the event include media, internet celebrity economy , fan economy, various marketing planning companies, product manufacturers, service providers, social platforms, etc. There are many more parts that we cannot see. All links work together to make this event a success.

Below is a partial map of Alibaba for your reference. Other ecological chain sections were not shown much in this event, so I will not post them here to avoid making the picture too long.

From the fans' perspective, Tmall chose Yi Yang Qianxi because his image and temperament are highly compatible. He is 17 years old, versatile, ranked first in the Central Academy of Drama, has a stable mind, and uses his limited free time to study art, sculpture, etc. His life seems to be always full of energy, and this image is highly consistent with the concept that Tmall wants to promote. He is the real traffic .

“The first Tmall Ideal Life spokesperson will be a real traffic star.”

This is what Jia Luo, general manager of Tmall brand, said. In the age of universal entertainment, Alibaba, which has mastered big data , knows that Yi Yang Qianxi is a true top-level traffic star, and his data in all aspects are very impressive.

But from the perspective of marketing planning, it is far more than that. One of the roles of the spokesperson is to visualize Tmall's ideal life. Everyone has an idea of ​​their ideal life in their mind, but when they really talk about it, most of them are vague concepts, such as being energetic, happy every day, etc.

Now Yi Yang Qianxi has directly interpreted the ideal life, telling users that the ideal life is to be full of energy, to dance, to read, to raise pets, to exercise, and to eat breakfast on time. The purpose of such concretization is to make users subconsciously think of Tmall when they think of the ideal life.

The selection of spokespersons can even be said to be the most important link in Tmall’s integrated ecological chain, because behind it is the fan economy that Tmall has been exploring.

2. What did Tmall do in this event?

1. Launched six ideal life videos and three branch activities (timeline + events)

These videos released have three meanings:

• The first is to maintain the enthusiasm of fans;
• The second is to visualize Tmall's ideal life . This has been mentioned before. The video directly tells users that this is what an ideal life should look like.
• The third is the increase in sales of product manufacturers . The products that appear in the video, such as cat cans, towels, etc., are all labeled with the same label as Yi Yang Qianxi, and sales have increased significantly.

Among them, the sales of the same-style Thomas selfie train increased by 1,500% year-on-year, the similar GU pajamas of Yi Yang Qianxi were cleared out of the entire network inventory within one day, the sales of the original imported cat canned food that appeared in Mao Ning’s video increased by 5,000% year-on-year, and 32,000 copies of Yu Hua’s "To Live" that he read in the reading video were sold.

2. Integrated marketing, online and offline linkage (promotion channels + ways to promote promotion)

What has Tmall done in terms of promotion?

The promotion was facilitated through 54 APP splash screen ads, video playback in 11,134 cinema chains, and offline promotion at Shanghai Xujiahui subway station . In addition to Tmall's active promotions, Tmall also launched activities such as inviting friends to join in order to increase vitality and inviting friends to help dominate the screen . The sharing process of these two activities is a form of publicity.

The new users gained through publicity continued to radiate from point to surface. Through the above-mentioned publicity methods, the number of participants in the event increased significantly, and the fans' enthusiasm was high and the discussion volume remained high.

3. What did the fans do during this event?

Beautiful data is the best way to reflect the success of an event. Let’s take a look at the data results that radiated from point to surface in this event.

1. Summary of fan data participating in the event

The Weibo post endorsed by Yi Yang Qianxi released on Tmall’s official Weibo account was forwarded over 11,400,000 times . A total of 3,474,684 people participated in the 21-day vitality plan event, with over 500,000 people signing in every day.

Within 12 hours of the launch of the event, from 0:00 on April 12 to 24:00 on April 12, the number of participants reached 2,400,000+. On April 28, a campaign to help dominate the screen was launched. For every additional 200,000 people who help, one APP screen will be opened, for a total of 8 screens.

At 6:20 am on April 28, fans won the opening screen of NetEase News with 1,800,000 fans, and at 19:08 in the evening, it reached 2,000,000 fans and won Mango TV . From 00:00 on April 28 to 18:00 on May 2, the number of friends' support reached 3,264,908 , winning the opening screens of 8 apps (NetEase News, Mango TV, Zhihu, Himalaya , NetEase Cloud Music , Moji Weather , Weibo, and Douban ).

2. Summary of Tmall Weibo forwarding data during the event

During the event, Tmall published a total of 40 Weibo posts related to Yi Yang Qianxi and Yi Yang Qianxi's fans, with an average of 388,312 reposts for each post.

The following are the detailed data:

3. Summary of Weibo data during the event

During the event, discussions about this event on Weibo reached 90 million times, attracting more than 3.3 billion views. Topics such as #与千玺一起意生活##千玺代容天猫##三只猫代容天猫##18岁阅读书# were on the hot topic list.

The six videos have been played over 100 million times on all platforms. During this period, fans have produced countless contents, attracting spontaneous reports from more than 100 media outlets including 36Kr , People's Daily Online, and Curiosity Daily.

The fan street dance challenge launched by Douyin - Show Off the Shooting Method - attracted Douyin celebrities such as Black Face and Big Head Big Head Raining No Chou to participate.

4. Why do fans pay and are willing to participate in activities? (What does Tmall provide to fans?)

1. Emotional identification

The group behavior characteristics of fans are for their idols, and the motivation for participation is emotional identification. Therefore, the first reason why fans are willing to participate in activities is to see what Tmall has brought to Yi Yang Qianxi?

Fan groups will only participate in activities and actively produce content during activities when it is beneficial to the idol's development.

(1) Recognition that Yi Yang Qianxi is a real traffic star: There are many traffic stars in the entertainment industry, and there are many different opinions on who has real traffic and who has fake data, and there is no conclusion. This time, Tmall chose Yi Yang Qianxi as its first spokesperson, which is undoubtedly the greatest recognition of Qianxi's influence.

(2) It increased Yi Yang Qianxi’s popularity: The brand was exposed at the same time as the spokesperson was exposed. The importance of popularity to celebrities is self-evident. If the previous endorsement of Good Dad was Yi Yang Qianxi’s first step in his advancement to a national idol, then the endorsement of Tmall directly allowed him to jump at least two levels.

(3) Positively promote and showcase Yi Yang Qianxi’s charm: Fans are of course well aware of his versatility, but casual fans or passers-by are not so clear. In the impression of many people, he is still the little boy who sings and dances with his left hand and right hand.

This endorsement, through videos and other means, made Qianxi's talents known to more people, and whether it is street dance or other talents, they are undoubtedly a powerful tool for winning fans. Yi Yang Qianxi, who owns three cats, let more people see the gentle side of the cool boss through this endorsement, which is another point of popularity explosion after the doting brother.

(4) Giving more brands a reason to choose him: The data from this endorsement is very eye-catching. I believe that all brands will not miss out on such a popular opportunity. It can be predicted that after this endorsement, more brands will look for Qianxi to be their spokesperson.

2. Practical benefits

In addition to the benefits brought to idols, the second source of fans' continued enthusiasm is their own welfare. So let's take a look at what Tmall has given to fans?

• Cash red envelopes, brand coupons.
• The APP has launched an exclusive skin for Yi Yang Qianxi, and fans can set it up to see Qianxi while using the APP.
• The physical daily autograph card with Yi Yang Qianxi's photo printed on it, fans also need such physical objects to satisfy their own sense of reward. I have paid and gained something, and it is something related to idols that many people do not have, just like an autographed photo, it is precious because it is rare.
• Tickets for Yi Yang Qianxi’s birthday party are the most powerful attraction. For fans, there is nothing happier than not having to compete with others for tickets that may be sold out in a second, or spending huge amounts of money to buy scalper tickets that might be cheated, but being able to easily get admission and wait for the coming-of-age ceremony with peace of mind! It can be said that Tmall has a complete understanding of the fans’ psychology.
• All kinds of the same items as Yi Yang Qianxi, the Tmall peripheral Yuanqi Cat in his hand, the Yizhi Sheep that was impossible to get because of too many people rushing to buy it, the books he read, etc., have been clearly reflected in the data of his ability to bring goods. Anything with the label of "same item" will be very attractive to fans.

All of the above are distributed through lottery, which increases the value of these things. They are not available for purchase, are limited, and are not easy to obtain. If you miss them, you will never get them again. Based on these psychological factors, fans will actively participate in activities.

5. Is this activity replicable?

To see whether an activity can be replicated, we first need to understand the activity and explore the conditions required for replication. Below I will analyze it from two aspects and then draw a conclusion.

1. Is there any formula that can be used to create the chemical reaction between Tmall and fans during activities?

some.

The AARRR user model , acquiring users (Acquisition), increasing activity (Activation), increasing retention (Retention), obtaining revenue (Revenue), and self-propagation (Refer) correspond to the five life cycles of mobile applications.

In this Tmall event, the activities designed for these five items are:

• A-Acquire users : Let fans participate in the vitality plan, and they need to download the APP to participate;
• A-Increase activity : Let fans open the Tmall app every day and go to the page to sign in;
• R- Improve retention rate : Ask fans to sign in every day for 21 consecutive days, set up a lucky draw, so that fans will not uninstall the app and develop a habit of using it;
• R-earnings : On the surface, it is through Yi Yang Qianxi's promotion of goods. In-depth, it is the distribution of many brand coupons and cash red envelopes, which promote people to place orders and consume in a preferential way, and it is long-term and continuous consumption;
• R-Self-propagation : Let fans invite others to help dominate the screen and increase their own vitality. A threshold of 22 vitality points is set for drawing tickets.

2. The result of this event is a win-win situation for all parties

This is the issue of the ecological chain mentioned earlier. Tmall has integrated the ecological chain. In this event, participants in every link of the ecological chain are win-win parties, including but not limited to e-commerce, service providers, fan economy, internet celebrity economy, etc.

3. Can the activity be copied?

It cannot be copied, why do you say that?

Again, let's first look at the conditions required for replication:

• First of all, the brand needs to have a certain level of popularity and fame ;
• Secondly, an ecological chain is needed . The success of this marketing campaign is inseparable from the ecological chain integrated by Tmall. Having strong strength to own and call on these ecological chain participants is a necessary condition.
• Next, we need to understand the fan economy . The concept of fan economy has been proposed for many years, but few people have applied it to marketing well. Insight into the psychology of fans is the first course to explore the fan economy.
• Finally, financial strength is needed . In addition to the 54 online APP opening screens, the more than 10,000 offline cinema advertisements and the station-wide promotions at Shanghai subway stations all require real money.

Based on the above conditions, the author believes that: it is impossible to replicate the entire event, but the design of some aspects of the event can be learned and referenced , such as: continuous sign-in to cultivate user usage habits, and setting prizes in a targeted manner for event participants to win through lottery.

The author of this article @小哥的天乃 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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