"Tip" on the electrical business chain input and output than "very amazing"

On the night of May 9, Shaoxiong, a cat employee on duty, found that the amount of "watermelon jam" was starting to soar. According to the Taobao index, the search index of "watermelon jam" rose 124568.8% in the last seven days, up 96377.4% from a year earlier.

The "China 2 on the tip of the tongue", which was aired in the evening, introduced the whole process of making watermelon paste by peasant woman in Heze, Shandong province, for about 5 minutes.

With the hit on tip 2, there have been a number of programs mentioned in the product to become a "burst", the cat, I bought a network, the original life and other electricity dealers to join the battle for consumers, the seller behind the electric dealer, "buy hands", then in the supply end of fierce competition.

For the electric business, this is a new way of promotion, Ali Institute of senior experts Chen Liang will it summed up as F2O (focus to Online), the marketing industry called "Coke Marketing." Previous netizens hot search "from the stars of You" with the same clothing, there are similar characteristics.

"Used to be the site to organize the source, and then through the promotion of selling out, we hope to be able to work with more television, film cooperation, program products, on the site to buy." "This is actually a new media awareness of the influence of traditional media, and for producers, this may mean a new business model," said the head of cat food.

Each episode before the broadcast, day cat food in advance a week to get food list, recipes and video clips, and then to the cat platform on many businesses "investment", the relevant products to the "tip of the Tongue" on the topic page.

As early as 2012, "Tip of the Tongue" in the first season has been let the Connaught Deng Ham, Tricholoma matsutake a variety of food materials burst Red network, a Beijing Northwest food chain restaurant is to take out 300,000 yuan, invited in the show's yellow steamed system author Huang To do the spokesperson, and the yellow steamed developed into a signature dish.

Unlike the first quarter, "Tip 2" seems to be more commercially structured. Although there are no implanted ads on the show, several official partners have been identified before the premiere. In terms of amount, supor and four special wine as the name of the business, their advertising costs are more than 40 million yuan; from the depth of cooperation, cat food and a food forum-bean fruit nets through with the "Tip 2" content of the depth of the combination, hoping to "make some new ideas thinking."

Shaoxiong is the head of the cat food "Tip project". Because cat food is the official partner of Tip 2, before each episode aired, he would be able to get a week ahead of CCTV's list of ingredients, recipes and video clips, and then he would go to the cat platform on many businesses "investment", the relevant products to the "tip of the Tongue" on the topic page.

"At the beginning of each episode, millions or even tens of thousands of traffic poured in." "Shaoxiong said:" As long as the tongue on the main push of the food, and the cat on sale, on a certain explosion. "He told the Beijing News, to cake for example, the usual daily deal in about dozens of, and in the" Tip 2, "the third broadcast that night, cake sold more than 1900 pens.

In particular, such as cake, Sichuan sausage This is a certain well-known products. The user's search volume and volume are greatly increased than usual. "Shaoxiong said.

Monitoring shows that most of these orders come from the handset side. Shaoxiong said: "The tip of the tongue" related products mobile phone side of the order has reached about 80%, including the first episode of Sichuan sausage, more than 95% of the orders are from the wireless side.

"Tip of the Tongue 2" also let the day cat food turnover peak has changed. Cat PR said that the previous food sales peak in the 11 o'clock in the morning and four or five o'clock most of the afternoon, but in the "Tip 2" broadcast that night, the deal peak will appear in the evening 9 o'clock to 11 points. Because a lot of products only thousands of pieces, quickly sold off the goods.

Outside Taobao, I bought Nets, shop No. 1th, Jingdong and other electric dealers also hit the "Tip of the Tongue" brand. Most of these sites chose to broadcast the "Tip of the Tongue 2" video site cooperation, in the video playback page to join the link, the user read the video, directly click on the page, you can achieve the purchase.

Business ahead of March dormant Rob Supply

In the "Tip 2" broadcast 3 months ago, the scramble for sourcing has begun. Originally living nets according to the internet circulated video, "betting" on the fish, in the fishery when I found that I bought a net just talked about the intention to leave.

Users poured into the back of the Web site, is the electricity quotient of "Tip 2" source of contention.

Taobao index shows that the main products in each episode, in the program hit the night of Friday, as well as the Saturday Sunday, the search volume will rise sharply, followed by a big slide. This means that in order to catch the peak of the deal, the supply of business must be against the clock.

In the first episode of "Tip 2", netizens searched the most popular Thunder Mountain fish sauce in Taobao and the days of the cat did not sell. To this end, a Shanghai sellers overnight sent to Guizhou Thunder Mountain, 2 o'clock in the morning found the factory, the morning 8 to wait until the factory director, 9 points to set prices, 10:30 related picture material back, 11 points fish sauce in the day cat online.

The day cat food small two make day introduction said, the Thunder Mountain fish sauce just on line 20 seconds, had not had time to do any promotion, sold 5 cans, then the figure unceasingly climbs, at night 10 o'clock, 1000 cans of fish sauce all sold out.

In fact, as early as the "Tip 2" broadcast 3 months ago, the scramble for sourcing has begun.

Originally living net North China area general manager Daishan told the Beijing News reporter, with the day cat, I bought nets and other electric dealers, in this "tip of the Tongue War", the original Life network will most of the money and energy used in the main push a product-Chinese fish, hope this product can bring tens sales revenue, become another "Chu Orange" case.

Choose the product of the Chinese fish, originated from the "Tip 2" before the premiere, the network spread out video clips. The original life of the buying hand Tianyao told the Beijing News reporter, when the network out of a few pieces of "Tip of the Tongue 2" video, which is about Inner Mongolia produced by the fish, and other pieces of video have no clear product point.

However, in March this year, when she rushed to Darinor fishery in Inner Mongolia, only to find the company's competitors-I have just left the net front, and has been basically with the fishing grounds to negotiate a cooperative intention. In order to get exclusive sales authorization, the original Life network changed the payment method, agreed to take the goods at the same time direct payment.

Merchant says input-output ratio "very amazing"

The Bean Fruit net invests millions of yuan with "the tip of the tongue" cooperation, has already brought millions new user increment, translates down the individual user to obtain the cost only a few dollars.

In fact, TV shows are not the first time to pull the internet economy.

Last January, Hunan satellite TV "up every Day" column has invited to sing bar, ink weather and other company CEO on the show, recommended 5 categories of Life Services app, program broadcast that night, these app downloads and user registration volume increased, individual software server even appeared downtime. When the tip of the tongue was aired in the first quarter of 2012, someone made a "China on the tip of the Tongue" App, which, although not authorized, reached 1 million downloads in just 10 days.

Food Forum Bean Fruit Net CEO Wang Yuxiang told the Beijing News reporter, the tip of the tongue app is what they do. This year, the bean fruit Net and "Tip 2" made official cooperation, "Tip of the tongue" in the end of the program in the title of "Bean Fruit Food", and in some official promotional activities, have mentioned the bean net. To this end, the company invested millions of of dollars in cooperation costs, has now brought millions new user increment. "The cost of acquiring a single user is only a few dollars, a very good deal," he said. "Wang Yuxiang said. Bean Fruit NET was established in 2011, the product shape resembles "the Douban of the Food field", the future electronic commerce will be the bean fruit net important development direction.

Wang Yuxiang said that the company's "Tip 2" of the input and output "very amazing, more than expected earnings." This is because the "tip of the tongue" has become a phenomenon-level program, on the other hand, the program and the Forum's matching degree is also quite good.

In fact, not only is "China on the tip of the tongue", including "You from the Stars", "where Dad go" and other programs, will form a new consumer hotspot, become netizens search, buy hot products. Ali Institute of Advanced experts Chen Liang will this effect summed up as "f2o (focus to Online)" mode, the marketing industry called "Coke Marketing."

"This collaboration with the depth of the TV program is something that the cat has never done before." "The Cat marketing department Bingbin told the Beijing News reporter, before the cooperation is most of the TV series implanted day Cat brand, put into the sky cat doll and so on." She told the Beijing News that the cat was free of charge when they got the resources. Because the cat will be Sina Weibo, Sohu and other sites to carry out the promotion of the launch, and the volume is very large, which is also a propaganda for the tip of the tongue.

"Compared to sales, we emphasize the degree of matching." "Shaoxiong said:" Formerly are the site to organize the source, and then sell out through the promotion, in the future we hope to be able to work with more popular TV, film cooperation, users see the program, produce purchase desire, finally in the day cat to achieve purchase. ”