Someone made a party for cats, and it was live broadcast. At first glance, it sounds like a ridiculous joke, but upon closer inspection, the live broadcast room with more than 20 million people pouring into it is not simple.
On the evening of October 31, 20.64 million people flocked to the @Tmall Supermarket Sina Weibo live broadcast room to witness the promotion show of 45 groups of kittens who tried their best (as if nothing happened), and one group eventually became the "endorsement cat" of Tmall Supermarket.
With 2,000,000 people watching Maomaowan, what are the business considerations behind Tmall Supermarket?
There are no traffic stars, and there is not even a large package to buy advertising exposure. On the evening of October 31, @Tmall Supermarket Sina Weibo live broadcast room started from 19:00 to 22:00, and more than 20 million people suddenly poured in to watch this "unique" cat party. At the same time, JD.com’s “Boiling Night” star gathering party was also broadcast live on the same platform on Sina Weibo.
Since e-commerce companies have artificially divided Double 11 into "nunchakus", 1031 has become a hotly contested day for social traffic. Everyone wants to capture all the talk and traffic on this day. Tmall Supermarket is so bold to use "cat" as its brand.
"In the past year's communication, Tmall Supermarket has had many successful cooperation experiences with Wutiaoren, Kaixinmahua and Xiaoguo. The entertainment marketing method of small and big wins has been unanimously recognized by the team. This year's Double 11, the original consideration was to find a 'spokesperson' for young families for Tmall Supermarket." Tao Qi, the brand manager of Tmall Supermarket, said.
But now the talent show has been suspended, and celebrity scandals have occurred frequently. Secondly, it is even more difficult to find a spokesperson who satisfies all the families behind Mao Chao. "It's like bringing a son-in-law to your door. Grandma, grandma, dad and mom all like it."
After thinking for a long time, the Mao Chao team came up with an idea:
How about finding a "endorser cat"?
Cats have their own hot-searching physique, and their popularity is not even inferior to that of "traffic artists".
As a result, the Maochao team launched a challenge on Douyin, calling for "endorsed cats" from the entire network, allowing cats with natural exploratory qualities to be the "surprise discovery officers" of the family.
After experiencing the participation of tens of millions of people,
the "Endorsement of Meow" activity finally broke out with the "Cat Night" on October 31st.
That night, 16 auditioned cats competed in the four tracks of beauty, physical fitness, laziness, and incredible. The first place was determined to become Tmall Supermarket’s “top endorsed cat”. The biggest feature of the top cats entering the finals is differentiation and personalization, including cats who are dramatic, cats who love fitness, cats who like to sleep in, and even "incredible" cats, etc.
There is a smart insight behind this -
Video content about pets on the market generally focuses on professional topics such as scientific feeding and medical care companionship, while the Maochao team chose to focus on pan-entertainment marketing, reaching far more people than pet owners themselves.
Maomaowen is not only a talent show that attracts consumers to call cats, but also allows young families to see the life they long for through cats.
Data shows that that night, in the face of the tight social traffic on Double 11, Maomao Wan leveraged 480 million and gained 20.64 million live broadcast user interactions. At the same time, JD.com’s Boiling Night live broadcast, which bought Weibo’s open-screen advertising, had 45.18 million viewers.
In Maomao Wan, there were comments like this on the screen: "Cats are so cute, will they be available next time?" "Is Mao Mao Wan only for Double Eleven?" "Can you add drumsticks to the director?" "Tmall Supermarket, you really have it!"
It is the first time to do Mao Mao Wan, and it is a live broadcast party. It has such a huge voice and influence, which is not easy for Tmall Supermarket.
"No one has ever done a live broadcast party with dozens of cats, and no one can tell whether it will collapse. I really dare not consider cooperating with brands. But I didn't expect that more than 60 brands came to us and wanted to cooperate with us." Surprised, Tao Qi said that the reason for the success of Maomao Wan is that it meets the needs of today's young people.
In her opinion, Maomaowan can be more open in the future, and many businesses in the Alibaba economy can find value in Maomaowan. For example, Alibaba Cloud can be a technology "robot cat", and Fliggy can be a "travel cat". The more business you co-create, the more amazing it will be.
After all, there is a saying in the cat world: "Whoever owns a cat owns the world."
Do these people really just want to set off a handful of fireworks? Let’s take a look at the business behind the Tmall Supermarket Cat Party
100,000 college students worked hard to take pictures and post videos to bring college stray cats to the stage; the top 10 popular cat ols prepared carefully; even celebrities in the museum circle Painted cats (famous cat sculptures) are coming to join in the fun. In addition to stirring up social circles and leveraging the tight social traffic of Double Eleven, what kind of dishes does Tmall Supermarket prepare for this Double Eleven family of cats and dogs who love to "have some fun" and "enjoy company"?
This year is the 10th year of Tmall Supermarket. This self-operated online supermarket is positioned to serve China's 300 million household users. With the addition of Internet users born after 1995 and 2000, it is keenly aware that in addition to the traditional five-person and three-person families, more mini-families have become active and become high-frequency users of the e-commerce platform, and the consumption needs of new families will also change.
The person in charge of Tmall Supermarket recently told the media that
paying attention to the composition and needs of new family groups is a direction that Maochao should serve better.
Based on the in-depth insights of the Maochao team,
more and more families regard pets as one of the core members of the family. Whether they are incremental users or core users, they all show a desire for pet companionship
. At the same time, the consumption growth rate of pet-related products is also very obvious. "Buy the owner's first, and I will use it to make up the order." "Store food for the owner, and then stock up for the next 618 for half a year."
A beautiful cat party is just the first superficial step. More importantly, what kind of products would people with cats, dogs, and express delivery be "wowed" by? After all, we are not a media platform. With our reputation, when we return to the simple topic of retail, we still have to look at the strength of our products.
"Let's play it a little harder this time and let top short videos and Xiaohongshu kol reversely select products. BGC, UGC, and PGC compete behind closed doors. This Double 11 grass planting conference will not plant the products with the greatest discounts, but the products that new families most want to buy." Tmall Supermarket invited hundreds of people Young short-form video KOLs participated in product selection. Through observation and on-site sensory experience, they output the products they most wanted to plant on Double 11. They discussed and communicated with Tmall Supermarket’s professional purchasing assistants on industries and categories on-site, laying the seeds for Tmall Supermarket to incubate new household trend products during this year’s Double 11. In the end, Maomaowan’s creativity and a series of small films with Maomao products were distributed across the entire network.
Hair cleansing cream, Xinjiang milk, "black technology" cat litter, "sensitive skin" special care cream...a series of new consumer products that are currently the hottest on social platforms have won the favor of KOLs.
At the scene, the "Cat Canned Seven-Day Surprise Box" co-branded by ZIWI and Maochao was highly discussed among pet KOLs.
In the past shopping experience of consumers, when buying canned cats, the starting price was 6 cans of one flavor, and the unit price of a 185g box of canned cats reached 29 yuan. High price expectations and a single taste put them off.
After communicating with many senior cat owners, Mao Chao Xiaoer came up with the idea of "making cats eat something different every day", so he negotiated with the brand and launched the "Seven-Day Surprise Box" with more flavors, preferential prices and various customized peripherals. It can meet the needs of cat owners to try new things, and also allows users to have more opportunities to interact with cats and have a sense of ritual in taking photos and showing off their cats.
"Good products always bring their own traffic." This is a major recognition that has been verified again in a series of practices of Tmall Supermarket's Double 11 this year.
During Double 11, Xinjiang milk, which sparked heated discussions at the Wasai Grass Planting Conference, became a popular product across the Internet. #95后平红Xinjiangmilk# was on the hot search on Weibo. Many Xinjiang milk brands, such as Maiquer, Xiyuchun, Tianrun, etc., are the domestic dairy products featured by Tmall Supermarket.
Wei Xinpu, general manager of Xinjiang Xiyuchun Dairy Co., Ltd., told the media that through online cooperation with e-commerce companies such as Tmall and Tmall Supermarket, sales outside Xinjiang increased by 40% year-on-year in the first three quarters of this year. Currently, Xiyuchun's sales outside Xinjiang have reached 30%, and it is expected to reach 60% in the future.
Mao Mao Party’s sound volume, Mao Mao’s video planting sales volume. This is not a simple event marketing.
Looking forward to the second Tmall Supermarket Cat Party in 2022.