Background pain points:
• The online competition for tea drinks is fierce, and users are tired of conventional promotions;
• The conversion rate of Douyin live broadcast room is lower than the industry average, and the sustainability of hot products is insufficient.
Solution:
1. Hot product strategy: launch the “1+1 pallet combination” (hot tea drinks + limited peripherals), and periodically test and optimize products;
2. Live broadcast upgrade: combine the brand tone to design the “national trend tea banquet” theme, and the anchor will explain the tea culture in Hanfu;
3. Traffic acceptance: add the “tea lovers” crowd label to the flow, and instantly optimize the live broadcast room’s sales tactics.
Data visualization:
• The GMV of the theme event exceeded 1.59 million yuan, and the payment ROI reached 1:60;
• The exposure of a single event was 6.92 million+, topping the Guangzhou food group purchase list;
• The repurchase rate of popular products was 45%.
Customer testimonials:
“From single-point popular products to long-term operations, the tea beverage track has reached a new height!” —— Naixue Digital Marketing Director
