Recently, Taobao launched a special Year of the Dragon Spring Festival Gala on station b. In a change from the way traditional Internet companies sponsor the Spring Festival Gala of satellite TV, Taobao takes the stage, and more than 50 domestic brands take the C position. It is understood that the entire project has a zero budget, and the main content comes from advertising videos of domestic brands. It quickly became a hot search after its release.
For this special Spring Festival Gala program, Taobao officially mobilized nearly 20 people including Li Jiaqi, Want Want, Bee Surprise Club, Shiitake Mushrooms, Chen Jie Kiki, Lieer Baby, Hu Ke, All Girls, Chao Ran, Weng Hong, Li Ai, Wu Zongxian, etc. A head live broadcast room anchor, transformed into a host and domestic brand recommendation officer.
Taobao sets the stage, domestic products perform, and Taobao anchors act as hosts, recommending domestic products to netizens. "This is an innovative attempt, and it also uses the Internet platform to set up a stage to create marketing opportunities for domestic brands." A marketing industry analyst believes that Taobao's Year of the Dragon Spring Festival Gala, which does not follow routines, can be regarded as The outbreak and continuation of the "crazy marketing" of domestic brands that have been so successful in recent years.
In recent years, domestic brands have boldly crossed borders and made intensive memes on social media platforms using a perspective that young people love to see, and have gained widespread praise and enthusiastic support from the younger generation of consumers. On Taobao, the attention and search volume of domestic brands have always maintained strong growth.
On Tmall’s Double 11 in 2023, domestic brands staged the largest cross-border co-branding in history. More than 100 brands formed a CP and launched a cross-border co-branded Double 11 hot gift box. More than 30 domestic brands took out their representative products to form a "homophonic stalk" set, which was sold in Taobao's leading live broadcast rooms such as TVB.
More than 100 domestic brands formed teams based on homophonic memes: Laoganma and Coconut Tree teamed up to become "Ma Ye", Yinlu and Spicy Prince formed "Ying Ma Lao", Ma Yinglong + Xiaolongkan launched "Enter and Exit Safe", six walnuts They jointly launched "666" with Liuliumei, Liupo, Tianfu Cola, Master Bao, and Chen Xianggui jointly launched "Pantian Fugui"...
It is not only popular domestic brands, but also national teams of state-owned enterprises also like to "make trouble" on Taobao. During Double 11, the State-owned Assets Supervision and Administration Commission’s News Center “State-owned Assets Xiaoxin” opened a Taobao store, listing a batch of hard-core domestic products: the world’s first land-based small modular reactor “Linglong One”, the world’s first 100,000-ton deepwater semi-submersible Type production and oil storage platform "Deep Sea No. 1", the world's largest diameter shaft boring machine "Dream", the world's largest tonnage bridge deck crane, the world's first 12,000-meter deep well automated drilling rig, and China's first reconfigurable 5g radio frequency transceiver chip "Po Feng 865" and other important weapons of great powers.
These marketing events have not only made national brands gain enough popularity, but also achieved sales growth and business explosion. At the beginning of 2023, after Tianfu Cola was on the hot search due to rumors of bankruptcy, it was sold out in the Taobao live broadcast room. After being out of stock, it quickly launched new products and staged "from ICU to KTV"; after Mainland China's snail noodles were removed from the shelves in Taiwan, Haohuanluo Tmall The flagship store was so overpopulated by domestic consumers that it was once out of stock; Baixiang, Hongxing Erke, and Lotus MSG were all wildly consumed by enthusiastic netizens on Tmall because of "bankruptcy donations."
For domestic brands, when they go to Taobao collectively, they are all interested in the unique status of "universal Taobao" as a national e-commerce platform in the minds of consumers. Not only is there excitement, there are also sales.
correspondent Mengying
