Gome Happy Trio "True Happiness" Creates Entertainment Retail IP

On March 16, the promotion activities of "true happiness" and "Hi five · black week" came to an end. According to the data, Gmv of "true happiness" increased by 176% month on month, the upper limit value of single day UV increased by 196% compared with February, platform SKU increased by 30% compared with that at the end of February. The sales of non household electrical appliances continued to grow, the sales growth of liquor and general merchandise increased by more than 150% month on month, and the black group of 999 members increased by more than 150% During the promotion period, the number of new members increased by 45% month on month, and the renewal rate increased by 36% during the promotion period.

Different from the previous "Heiwu", after the happy upgrade, this "Hi five black" has greatly added more happy colors. Gome not only plays more games in entertainment, but also develops towards content entertainment. Entertainment marketing is no longer a simple play, but appears to be more in-depth. Gome's entertainment strategy also has its support. By analyzing the entertainment marketing route since the launch of "true happiness" app, we can vaguely sort out the happy upgrade of overseas beauty with a set of playing methods.

　 Happy trilogy of "really happy"

As the post-90s and post-00s have gradually grown into the main consumer, the consumption scene of the younger generation has changed. Different from the past, young groups are more inclined to be motivated to purchase in the process of entertainment and socialization, and complete the process of "Amway planting grass pulling again". Therefore, both the brand side, the platform side and the content side are making efforts around the entertainment marketing. Since last year, stars, online celebrities, live broadcast, short video, game entertainment, popular music and animation have become the entrance of current traffic and the focus of entertainment marketing.

Gome has been deeply involved in the retail industry for many years. Gome has been deeply aware of the changes in the industry trend and consumption trend, and has boldly pursued innovation and change, and has continued to transform and upgrade. In fact, as early as January 21, officially announced the opening of entertainment strategy, Gome began the "happy" marketing test. For example, at the end of December last year, Gome launched a series of interesting activities with the theme of "happy launch" on its 34th anniversary. The marketing activities, such as the popular dance of shaking music, the award of microblog trend, and the joint blessing of media manufacturers, attracted a large number of young people to participate and lead users to enjoy the "Zao" campaign.

Next, on January 21, Gome held a new strategy conference, and launched a new entertainment retail species "true happiness" app, focusing on the entertainment and social characteristics, and at the same time, it can provide consumers with a preferential shopping experience of real choice, low price, fast delivery and on-time delivery. On January 23, the "true happiness" app was officially put into operation, and the entertainment marketing combination marked by "grab fight Zao" attracted widespread attention both inside and outside the industry.

Among them, "zhenhappy" app's "grab fight Zao" game, "one snatch" refers to snatching seconds, grabbing large coupons, falling down to kill second products and subsidized goods every day. "Er pin" refers to group buying, which is initiated at the exclusive position of 99 members. All members can enjoy the discount price of members. "Three Zao start" refers to Zao group. 99 members have the chance to draw Tesla prize when they participate in Zao group lottery; Zao live broadcast, please KOL to create entertainment live broadcast activities to buy popular products in limited time; Zao competition, participate in video activities to stimulate users' desire to share, and they can get a large amount of full discount tickets when they are promoted to the final.

A series of "grab fight Zao" games are designed to bring consumers a happy shopping experience in a relaxed and fun way. On the occasion of the lunar new year, the "zhenhappy" app also launched the "happy Zao collection" super new year goods festival to help everyone enjoy the new year with the super benefits of Zhenxuan super low price.

Brand day is very important to e-commerce marketing. "11.11", "6.18" and other brand shopping festivals, after more than ten years of development, has evolved into a national Carnival Shopping Festival. It is worth mentioning that as an entertainment based retail e-commerce platform, "true happiness" app also designated January 23 as the "true happiness" Super Shopping Festival, which is also a happy festival for Gome to join hands with manufacturers and partners to present to consumers. Moreover, January 26-28 is also the "really happy" favorite powder day.

On March 8, Gome also held a "Hi five Heiwu · happy upgrade" promotion press conference. The theme elements of happiness were throughout the conference, including not only rap, a hip-hop rapper, but also a professional and unique explanation given by a Shuang, a designer of tremolo.com. The scene was full of interesting, entertaining, interactive content and full of variety atmosphere.

"Black wood" is a great promotion activity held by Gome every year. This year, Gome has launched the entertainment strategy and the platform has also been "happy to upgrade". "Zhenhappy" platform upgrades the brand-new "entertainment selling, entertainment buying and sharing fun", which not only covers all kinds of live programs every day, but also users can participate in "share music" to grab explosive products at 8:00 every night, and also has upgraded interactive entertainment methods such as "grab fight Zao", "rob Maotai" and "smash golden eggs". A series of measures of "Hi five Heiwu" and "zhenhappy" app have catered to the new consumption scene of young user groups, and have been upgraded from simple profit sharing promotion to social sharing and entertainment for users.

On March 16, with the end of the "Hi five black team" promotion activity, Gome's entertainment marketing line became more and more clear. From happy launch happy Zao collection to happy upgrade, Gome created a happy wave for consumers, one after another. In the process of three waves of progressive development, the "really happy" entertainment marketing rhythm also surfaced.

Since the launch of "true happiness" app in January, Gome's entertainment strategy has been continuously deepened in this process through the use of a variety of innovative entertainment interaction methods, activities, live broadcast and social networking. It can be said that in the promotion of "black army" of Gome, the entertainment attribute of "true happiness" is displayed incisively and vividly.

　　 The future or another entertainment retail IP

The core of Gome's entertainment strategy, in a word, is to achieve: entertainment sales of businesses and Platforms + entertainment buying and entertainment social networking of consumers and users. The focus of its entertainment strategy is to comprehensively improve and realize the scene experience, content vividness, marketing interest and sharing socialization of Gome retail.

From the entertainment route playing method of "true happiness" app online, Gome's entertainment marketing is more of an innovative marketing mode. "True happiness" platform has distinct entertainment attributes, not simply through entertainment content or entertainment program drainage to promote sales, but entertainment content into its own marketing style, combined with events, live broadcast and other ways, truly implanted into the sales scene, sales process and users' use of goods. And then let the consumers like to see, willing to share, to spread, and ultimately achieve entertainment selling, entertainment buying, sharing music.

Through live broadcast and short video, "true happiness" enables young users to get a sense of immersion experience, scene sense, authenticity and participation, and also meets users' demand for fragmented content. Entertainment based interesting content also increases users' stickiness to the platform.

Entertainment marketing pursues the integration of "brand, flow and sales". Since the "true happiness" platform was launched, the data shows that as of February 20, Gmv of Gome double platform has increased nearly four times year-on-year, the daily life has stabilized above one million, the daily activity has exceeded ten million, and the non household appliances such as mother and baby, nursing and so on have grown rapidly. It can be seen that "true happiness" is a step closer to becoming a happy shopping platform for all people.

Gome retail is dominated by the online platform "zhenhappy" app and the offline platform "Gome Home" (tentative name), attracting users from different circles through different positioning functions. From the current point of view, Gome's entertainment strategy has been gradually implemented, and the next focus is to continue to upgrade and grow on this basis. It is also possible to become an entertainment retail IP in the future.