"Tip 2" sparked by the electric business gourmet war cargo purchasing power

Last year, "China on the tip of the tongue" hit, the Birth of special Food Network shopping tide, Connaught Deng Ham, Mao tofu, etc. sold to out of stock. This year, "Tip 2," the launch of the Cat and the program group, launched the "Tip of the Tongue 2" special sales channel, I bought Nets, 1th stores, etc. also gearing up.

After two years, "cargo" eagerly awaited the "China on the tip of the tongue," the second quarter of Friday 9 o'clock in the evening officially launched. and "Tip 1" is different, "Tip of the Tongue 2" also set off in the night "to see while buying" trend. With the first episode of the hit, the show appeared in Tibet Honey, Zhejiang jumping fish, guizhou rice flower fish, Sichuan sausage, etc. immediately became a hot item.

The electric war on the tip of the tongue

Some work with CCTV to collect

Looking back at the first season of "Tip of the Tongue" after the popular situation, online retrace to buy related ingredients fans, within a week, the emergence of nearly 6 million people. Electric dealers play the most important part of the "tip of the Tongue" business chain.

Reporter learned that the day of the Cat Mall directly with CCTV this year to achieve cooperation, to create an integrated communication experience platform, synchronized the first "tip of the Tongue 2" in each episode of the food and food recipes, and invited the film crew for the synchronization of the online food. 18th after the first episode of the broadcast, the Day Cat shopping theme page appeared in Hubei County mushrooms stuffed, Guizhou Ray Mts. glutinous rice fish, Sichuan leshan tofu rice and Fujian Quanzhou radish Rice 4 food recipes.

Compared to the cat's preemptive opportunity, Cofco "I bought the net" to borrow the "Tip 2" food will soon be out of the machine, net gathers "the tip of the tongue 1" in nearly hundred kinds of food ingredients, such as Shangri-La pine, bamboo shoots, Jinhua ham, and in the "Tip 2" broadcast at the same time, to the origin of direct mining, The whole cold chain of signs to attract a wave of consumers who love the tip of the tongue.

Shop number 1th is on the same line on April 18, "China on the tip of the tongue" activities, divided into southwest, east, central China, South China and other 7 major regions, gathering snacks, spices, raw poultry aquaculture, staple products, such as the whole category, and try to collect "Tip 2" in the food.

Experts said that the advantages of the electric business is not limited by time and geographical constraints, can be the first time to turn people's enthusiasm for television programs into purchasing power, this is the traditional sales industry can not achieve.

Cargo purchasing power is powerful

Sales of related food net increase obviously

Cargo's purchasing power naturally does not need to doubt, the reporter on 20th to search these related shop transactions record, found that the sales of related food has obviously increased, of which the most prominent day cat. Only 19-20 days after the day the cat launched the "tip" of the official experience platform, with the first episode of "Tip 2" related food, the Thunder Mountain fish sauce Monthly sales record of 618 pieces, all for the two days of orders, Tibet Linzhi Wild Honey Monthly sales record of 1583, of which 2/3 is the two sun orders, 1/3 of the monthly sales of 3,539 pieces of smoked sausage in Sichuan are only under the list.

A head of the public relations Department of the Cat said that in the two hours of the premiere, there were 2 million of cargo through the mobile phone to search for related ingredients. So, the second season, "Tip of the tongue" involving more than 300 kinds of food, will be more than 300 kinds of goods for the day cat sales bring convenience.

People in the industry say that the interest in a particular commodity produces an outward radiation effect, allowing consumers to raise awareness of the same type of commodity subconsciously. Reporters also noted that the "tip of the Tongue" theme launched products, far beyond the broadcast of the kind of program.

Sichuan Sausage sells Fire

The tip of the tongue triggers the "theme Marketing"

If the first quarter of the broadcast, for the food to bring unexpected marketing opportunities, then, this season, the major electric platform is clearly prepared. The Cat Mall has reached an agreement with CCTV this year to sync the ingredients in each episode. It is understood that "Tip 2" will touch more than 300 kinds of food materials, day cat food on the line of the number of ingredients only a lot. The head of the public relations department said that the most recent sales of Beijing roast duck and Sichuan sausage.

The reporter from the cat official obtained data shows that April 18 the night of 9 o'clock to 12 points in 3 hours, 2.07 million people search the tip of the Tongue 2 food, 9 to 11 points in just two hours, Sichuan bacon, Beijing roast duck turnover of more than 3,000, and the two kinds of food in the tip of the tongue 2 of the screen, and some is only in the vicinity.

Cofco "I bought the net" played a combination of boxing. In Baidu search "I buy a net", will directly appear "the tip of the tongue two food strong to attack" and other words, in the "Tip 2" broadcast the first time, will be the origin of direct mining, the whole cold chain of state-owned enterprises signboards attract consumers. "Tip 2" premiere that night, I bought a network of more than 300 of the same tip of the tongue related merchandise, as of 20th, Nest Honey has been group buying 867, swimming crab was group buying 818.

Industry insiders said that a very concerned about the gourmet TV is itself a golden opportunity, the electrical business development "theme Marketing" at the right time.

Tip Economics • Case >>

Jump fish overnight fame one day sales exceed a year

Taizhou Three-hop fish is a tip of the tongue and red through Taobao typical example.

As in previous years, Zhanghongcai, the owner of the three-way bald-commerce company, suspended the sale of wild-hop fish to Taobao stores earlier this month. But at the beginning of the half a month time also sold six or seven orders. At this point, Zhanghongcai's company was "Fancy" by the cat, inviting it to join the "Tip 2" propaganda lineup. But Zhanghongcai hesitated. Because compared to the green crab and other seafood products, jumping fish survival rate is low, if the logistics process is very high impairment rates, it will be a loss of business.

When Zhanghongcai still in tangle, "Tip 2" of the broadcast touched countless "cargo" heart, "tip of the tongue" of the net to buy the climax of the food. At this time, the seafood business for 18 years Changhong determined. Around 11 o'clock that night, the company's "tip on the tongue of China 2 Live jumping fish" officially online. "Tip of the Tongue 2" broadcast the next day, after a night of information fermentation, shop 100 jump fish Gift box was booked a empty, more than the amount of a year in previous years. "Due to limited supply, plus chain restrictions, a large number of orders have to refuse." The final provision is 100 copies per day. "Zhanghongcai said. (City Express)

Thunder Mountain fish sauce on the tip of the tongue, where is the Thunder mountain?

Electric dealers to find manufacturers in the late night

After two years, "cargo" eagerly awaited the "China on the tip of the tongue," the second quarter of Friday 9 o'clock in the evening officially launched. and "Tip 1" is different, "Tip of the Tongue 2" also set off in the night "to see while buying" trend. "Really is to look at one side to buy," an industry insider told reporters that night, in order to "Tip 2" source, cat suppliers even rushed to remote Guizhou town.

Electric dealers find business opportunities to grab goods late at night

Tip 2 first episode, the Thunder Mountain fish sauce became one of the most eye-catching dishes. For many "cargo", before this, the Thunder Mountain fish sauce Obviously does not have a nationwide visibility, but with the tongue of the broadcast, this section of Guizhou Miao Classic snacks, in less than half a day is "end" of the electric business platform.

"On the side of the program, the Cat platform related products on the other side of the update, but also in the background looking at a variety of data, found a lot of netizens in search of fish sauce ingredients." But in fact, no supplier has a ready-made supply in hand. "On the seafood Amoy Food company in charge of the telephone, Mr. Lee was in the Ray Mts. County Yongle Town, the tip of the tongue 2 mentioned bridge is subordinate to the town.

Since the program was broadcast Friday 9 o'clock in the evening, the initial contact was very not smooth. "Don't say it's a very small place, even in the city that time everyone also off work," Mr. Li said, they sent on a trip to Guiyang colleagues in that direction, while on the phone, including 114 tried, or can not find clues, and finally contacted the local police to find the local manufacturers of the telephone, In this way on the morning of the week of Children's Day to contact manufacturers.

"Every household here will make this kind of fish sauce, but as a businessman, it is the only home." Mr. Li said. The reporter looked up the day Cat page sales record to see, in the tip of the tongue 2 appearances less than 5 minutes of the Thunder Mountain fish sauce, since 19th on line less than two days, 138 yuan 700 grams two cans have accumulated sales 637, 51 yuan 300 grams of two bags cumulative sales 91 pieces. Mr Li said that with the current situation, the line of this batch of 1 tons of fish sauce must be successfully sold out.

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More than 1 tons of more than 2000 items, the total sales uttered about more than 100,000 yuan. For such a product, such a turnover, put such energy to contact and promotion, is it worthwhile? "As a dealer, how can we look at the flow of waste there instead of doing it?" said Mr Lee. Mr. Li said that although the flow is not money, but it is directly representative of demand, consumers have demand, only those who can provide and meet the needs of the electric dealers will gradually be recognized by consumers and recognition. "Although the single one of the Thunder Mountain fish sauce to see the turnover is not particularly impressive, but the accumulation of consumer groups and Word-of-mouth accumulation is a little bit, such business opportunities for the electrical business is to seize." ”

As the tip of the tongue aired after the first home to Ray Mts. County Local sellers, Mr. Li said the first time of the scramble, but also for the future development of other local food cooperation may bring convenience. "There is a lot of delicious local food, if we do a good job of fish sauce, it will certainly increase the cooperation of other manufacturers." According to the introduction, with the tip of the Tongue 2 continue to broadcast, fresh Amoy has planned to send staff throughout the country, waiting for the next episode broadcast, and then look for the latest ingredients.