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“天貓正當紅”打造派對一站式服務:化最美的妝,去最嗨的趴

來源:未知 責任編輯:摩登中國網 時間:2020-01-03 16:53

JINNIANKUANIAN,NISHIZENMEGUODE?

DUIXUDUORENLAISHUO,KUANIANJIANGJIUDEJIUSHIYIGEYISHIGAN。YOUQISHIZHICHANGSHANGZUINIANQINGDEZSHIDAIQINGNIAN,YEMUHOUDEPAIDUISHITAMENSHIFANGYALI、JIEJIAOPENGYOUDEFANGSONGKONGJIAN。XINNIANZUOWEIYINIANZHONGQIANGLIEYISHIGANDEZHONGYAOJIEDIAN,GENGSHITAMENDE“KUANGHUANJIE”。

天貓跨品類熱點營銷IP“天貓正當紅”,在年末派對氛圍濃烈之際,聚焦Z世代青年的生活觀、文化觀和消費觀,以彩妝品類為主,匹配服飾、美瞳等品類,推出年輕消費者派對生活一站式解決方案,打造出“天貓新年派對正當紅”大事件。

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只要有儀式感,派對場無處不在

新年之際,關于#新年一路躺贏妝#的討論在微博上層出不窮,許多美妝kol紛紛曬出她們心中新的一年能夠”一路躺贏”的妝容。

“DINGZHUZHEGEZHUANGQUYUEHUI,WOBUXINMEIRENXINDONG!YOUNANPENGYOUDEHUANBUGANJINHUASHANG?!”、“DANSHENJIEMEIYEBIEZHUJI,DOUGEIWOXUEQILAI,SHIWENNAGENVHAIZIHUAZHEGEZHUANGRONGHUIBUWENROUNI?XINDEYINIANBUYAOWOZAIJIA,KUAIHUASHANGZHEGEXINNIANZHUANGCHUQUKAIPACHUQULANG,BAOZHENGLIANAIYUNMANMAN,NANHAIZIDOUPAIZHUDUIGEINIMAINAICHAHE!”……BUNANKANCHUDANGXIANIANQINGRENDUI“XINNIANYILUTANGYINGZHUANG”DOUJITUOZHUDUIXINNIANMEIHAODEYUANWANG,BIRULIANAIYUN、SHENGZHIJIAXIN、XUEYEYOUCHENGDENGDENG。

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“TIANMAOZHENGDANGHONG”YIZHIYILAIDOUZAIGUANZHUZHEGESHIDAIDENIANQINGREN,TONGGUOKOLYINDAO,XUANRANLEJUYOUCHAOQIDEXINNIANQIFEN,SHIXIANXIANSHANGXIANXIALIANDONG。ZAIYISHUJUWEIZHICHENG,SHOUGECHAOLIUHUATI,JICHUANPINLEIJIEXIAN,BAMEIYIGEQINGXUREDIANBIANCHENGYIZHANSHIXIAOFEIXUQIU,RANGXIAOFEIZHEZAICHANGJINGZHONGZHAODAOGENGJUXIANGQIANLISUQIU。

而“天貓新年派對正當紅”這一熱點營銷IP,本身就是基于天貓站內搜索及其他消費行為數據,洞察當紅消費潮流趨勢。借助潮流話題的捕捉,通過精準的注意力聚焦和貼合現實的節點狙擊,彩妝品牌中國新年限定版花式匹配花式派對場景,打造人貨場重新整合的營銷策略,實現人群跨品類關聯購買,跨品類拉新,并帶動高光、眼部彩妝等高階消費者需求品類發展。

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Z世代青年,酷才最重要

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Google SHUZIYUYINGXIAOBUCENGDUI400 WEIZSHIDAIQINGNIANJIU“SHENMESHIKUDE”JINXINGLEYICIDIAOYANJIE,FAXIANLEHENDUOZSHIDAIYOUQUDESHIQING。

在他們眼中,做自己、愛憎分明、對人友善,會顯得一個人很酷。其中,男生更容易受流行和朋友的影響,而女生更在意自我感受。

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WEIBODEQUWEIHUATI#YUNPAIDUIMIHUOXINGWEIDASHANG#ZHONG,BIANZHANXIANLEDANGDAI95HOUGEXINGSHIZU、ZHENWODEYIMIAN。SHENTIBAOYANGYOURUHE?KAIPAIDUI,SHIJIANKONGJIANCONGLAIBUSHIWENTI。DAPOXIANSHANGXIANXIADEXIANZHI,YUNPAIDUIYIYANGYEKEYIHUODEKUAILE。ERZUIZHONGYAODE,JIUSHIZIJIDEKUAILE。

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信息密集時代,新戰場是Z世代

ZAIXINXIMIJISHIDAI,ZHENGDUOYONGHUDEZHUYILISHIJIANCHENGWEISHANGYEJINGZHENGDEXINZHANCHANG,ERZHENGDUONIANQINGYIDAIZHUYILIGENGSHIPINPAIBUJUWEILAIDEZHONGZHONGZHIZHONG。ZSHIDAIDUIYUSHICHANGSHIFENZHONGYAO,Bilibili DESHANGSHISHIPINJIUFANFUQIANGDIAOLEZ SHIDAIDUI B ZHANDEGONGXIANJIAZHI。

IBM ZAI《ZSHIDAIXIAOFEISHICHANGDONGCHA》BAOGAOZHONGBIAOSHI,TAMENRENWEIZSHIDAIYUNHANLECHAOGUO 440 YIMEIYUANDEXIAOFEILI。ERYOUYUZHEGENIANLINGDUANZAIJIATINGZHONGSUOCHUDEGUANXI,ZAITAMENSHENSHANGDESHIJITOURUZONGGONGYOU 8290 YIMEIYUAN,93% DEJIATINGXIAOFEISHOUDAO Z SHIDAIDEYINGXIANG。

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BAOGAOZHONGHUANSHUODAO,ZHESHIYIQUNZHIYAOYOUJIHUI,WANQUANYUANYICANYUGEZHONGHUDONGDENIANQINGREN。TIJIAOCHANPINSHEJICHUANGYI、CANYUCHANPINPINGCE、CANYUXIANSHANGYINGXIAOSHIJIAN、WEIPINPAIZHUDONGTIGONGSHUZIHUANEIRONGYIJICANJIAPINPAIJUBANDEDIMIANHUODONG,DOUMEIYOUWENTI。

YINCIDUIYUPINPAILAISHUO,ZHENZHENGCANYUDAOSHUZIHUAPINGTAIHESHEHUIHUAWANGLUODEQUDAODANGZHONG,BINGFUYIGEZHONGSHUZIHUATIYAN,RANGZSHIDAIXIAOFEIZHECANYUHUDONG,FENXIANGTAMENDUIPINPAIDEZHONGCHENG,ZHEYEXUSHIPINPAIZUIHAODECHUANBOFANGSHI。

ZHUAZHUSHEHUIHUOYUEQUNTIDEZHUYILI,BEIKAOTIANMAODASHUJU,YONGYINGXIAOCHUANGXINJIANGQIBIANCHENGXINXINGYIJIANDAOGOULUOJIDEDASHENGYI。BAWOMEIYIGECHAOLIUHUATI、QINGXUTUPO,PINLEIJIEXIANYUDANYIPINPAICHANGJING,ZHESHI“TIANMAOZHENGDANGHONG”DEZUIDAYOUSHI。

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JIEXIALAI,“TIANMAOZHENGDANGHONG”HUANJIANGJIESUOGENGDUONEIRONGYINGXIAOXINWANFA,ZHUIZONGDONGCHADANGHONGXIAOFEICHAOLIUQUSHI,WAJUEGENGDUOQIANZAIXUQIU,DIAODONGXIAOFEIQINGXUHECHONGDONG,BINGWEIPINPAITIGONGJINGZHUNYINGXIAOFUWU。

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