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喜茶、茶颜悦色已入驻!B站是下一个品牌必争之地?

  JIWEIXINGONGZHONGHAOQUANFEN、XIAOHONGSHUZHONGCAOZHIHOU,BILIBILI(YIXIAJIANCHENGBZHAN)ZHENGZAIBEICHAYINPINPAIGUANZHU。

三一重工  XICHA、CHAYANYUESEYIQIAOQIAORUZHU,JIANCHIGENGXIN,YIJINGYOUBUSHAOSHIPINBOFANGLIANGGUOWAN。 ZHIJI00HOUJINGZHUNKEQUN,BZHANNENGCHENGWEIXIAYIGE“SHOUGE”NIANQINGRENDEYINGXIAOXINZHENDIMA?

  01

  曾经的“小破站”被喜茶、茶颜悦色盯上了

  QIANDUANSHIJIAN,XICHAHECHAYANYUESEDELIANDONGHEZUORANGCHAYINQUANXINGFEN。(CHUANSONGMEN:XICHA、CHAYANYUESEDELIANMINGHEZUO,SHUAXINWODUIPINPAIJINGZHENGDERENZHI)

  TEBIEZHIDEYITIDESHI,TAMENHAIJIANGSHUANGFANGMIANJIDEQUANGUOCHENGZUOCHENGSHIPIN,SHANGCHUANDAOBZHAN,LEIJIBOFANGLIANGTUPO11WAN。 JINBZHAN,JIHUSHIZUIJINGELINGYUTOUBUPINPAI、DAVDETONGYIXINGDONG。

三一重工  TENGXUNLAOGANMASHIJIANLI,BZHANPINGLUNQUJIUYIDUBEIGEGEPINPAIDEBZHANGUANFANGZHANGHAOSUO“GONGXIAN”,ZHEISHIDAJIACAIFAXIAN:ZHEIXIEHULIANWANGTOUBUPINPAIZAOZAOJIURUZHUBZHANLE。

三一重工  YINGXIAOQUANDEJIANGCHACHA、SHEJILINGYUDEPANGMENZUODAOPPT、BANFOXIANREN,FAXUELAOSHILUOXIANGDENGGELINGYUDAVYEZAIJINYINIANLIXIANHOUJINZHUBZHAN。

三一重工  LIANGZUSHUJUHENNENGSHUOMINGYUANYIN: YIFANGMIAN,BZHANGUJIAZHANGFUGAODA148.8%,YIJIBAOSHUJUXIANSHI,BZHANYUEHUOYIJINGDA1.72YI,RIHUO5080WAN,TONGBIFENBIEZENGZHANG70%HE69%。BZHANYINGXIANGLIZHENGZAIJUEQI。 LINGYIFANGMIAN,SHUJUXIANSHI,BZHANYONGHUPINGJUNNIANLINGWEI21SUI,XINZHUCEDEYONGHUNIANLINGBUDAO20SUI。QUANCENGDENIANQINGHUAHEQIBEIHOUDEXIAOFEIQIANLI,CHENGWEIPINPAIFANGKANHAOBZHANDEYIGEZHONGYAOYUANYIN。

三一重工  JUiMedia ResearchDEBAOGAO,BZHANAppSHIYONGZHEZHONG,ZSHIDAISHENTOULVGAODA83.4%,YUANCHAOGUOAIQIYIDE67.7%HETENGXUNSHIPINDE65.8%。

  HAOWUYIWEN,2020NIAN,NEIGEBEIDINGYIWEIXIAOZHONGDE、ERCIYUANDE“XIAOPOZHAN”BZHANZHONGYUPOQUANCHENGGONG,ZHENGBIANDEDAZHONG,ZAICHENGWEIXIAYIGEDAPINPAI、ZUOYINGXIAO、ZHUAKEQUNDEXUANCHUANZHENDI。

  02

  “抓年轻人”的品牌,都在积极拥抱B站

三一重工  KAOERCIYUAN、YOUXI、DONGMANQIJIADEBZHAN,YOUDUYOUDESHEJIAOSHUXING,QUANCENGJINMI,YONGHUZHANXINGJIQIANG,ERQIEJIJUXIAOFEIQIANLI。 MUQIANYIYOUCHAYINPINPAIJINZHUBZHAN,DANCHANGSHIHAIBUDUO。 CHAYANYUESEJINNIAN5YUEHUIGUIBZHAN,DIYIQINEIRONGJIUDAITOUCEPINGLECHAYANDEXINTUICHUDEXIAOLIAO,SUIHOUTUICHULE#BIESHUOLE,xxxBA#XILIESHIPIN。

三一重工  JUTIZUOFASHI,ZHENRENCHUJING、GANXIANGGANSHUO,BIRUZAIDIYIQICEPINGSHIPINZHONGZHENSHIPINGPANKOUWEI。ZHEIXIEZUOFA,BAOCHILECHAYANYUESEGONGZHONGHAODEZHENSHIGEXING,SHIPINZHONGJIGENIANQINGRENCAOZHEZHANGSHAPUTONGHUALIAOTIANHUDONG,BIWENZIGENGJUZHENSHIGANHEQINQIEGAN。

  ERXICHAGENGZAOZAIBZHANJIANCHIGENGXIN。XICHADESHIPINZHUYAOYIVlogWEIZHU,YIJIAXINDIAN、YIGEXINLIANMINGHUODONG、YIKUANXINCHANPIN,DOUHUIZAISHIPINZHONGDAIDAJIAYIQISHISHI。

三一重工  ZUIJINXICHACHULEYIGEBAOKUANSHIPIN“MEIYOURENBIWOGENGDONGKUA”,GUICHU、TUKUDEFENGGESHOUHUOMANPINGDANMU。4WANDEBOFANGLIANG,ZAIBZHANBUSUANDUO,DANYIYOUCHAOGUO3000DEPINGLUNHEHUDONG。 CHULEPINPAIGUANFANGSHIPIN,ZAIBZHANSOUSUONAICHA、KAFEI,NENGKANDAOHAILIANGDEYUANSHENGupZHU,FABUREMENCHANPINCEPING、ZIZHIYINPINJIAOCHENG,BOFANGLIANGCONGJIWANDAOJIBAIWAN,ZUYITIXIANBZHANYONGHUYUCHAYINDEQIHEDU。

  CHULEMUBIAORENQUNGAODUQIHE,HAIYOUYIGEZHONGYAOKAOLVYINSU:BZHANNENGGENGHAODIZHANXIANPINPAIQIZHI。 XIAOHONGSHUSHANGZHUDADESHIZHONGCAOJINGJI、YANZHIJINGJI,GENGJIAZHUZHONGPINXIAOZHUANHUA,XIYINYONGHUDAKA;DOUYIN、KUAISHOUDENGDUANSHIPINPINGTAI,15MIAO~1FENZHONGDESHIZHANG,KUAISUXIYINLIULIANG,DANZHANSHINEIRONGYOUXIAN。 BZHANDESHIPINSHIZHANGYIBANZAI5~30FENZHONG,SHIPINBIANZHANG,NEIRONGZHANSHIGENGWANZHENG,GENGLIYUDAZAOLITI、QUANMIANDEPINPAIXINGXIANG。

  ERQIE,BZHANDEYONGHUJUYOUDUTEQIZHI,AIHUDONG、HENTIAOTI,CHONGBAI“SHILIPAI”,ERFEIDINGLIUHEQUANWEI。ZHEIXIEDOUJILEPINPAIZIYOUFAHUIDEKONGJIAN,NEIXIEYOUGEXINGDE、XINYINGDENEIRONGGENGRONGYIHUODEGUANZHU。 CIWAI,QIANZHENZITENGXUNDE“LAOGANMASHIJIAN”,YEJIWOYIGEQIFA:BZHANYEXUSHIWEIJIGONGGUANDE“XINHUANCHONGDAI”。

  前两天,在“老干妈事件”中,腾讯最终在舆论上扳回一城,靠的正是在B站上立“憨憨人设”,并在微博同步发酵。 在更包容、更和谐、更幽默有趣的B站,老干妈事件不会像微博里那样火药味十足、矛盾冲突集中,而是有更多调侃、自嘲的空间。这相当于给品牌多一次表达的机会。 从早期的微博、微信公众号圈粉,到小红书种草、抖音带货,目前茶饮业的营销阵地,已经开始向B站发展。 每一次战场的转换,都会有短暂的红利期,面对B站的营销蓝海,茶饮行业如何利用B站撩拨更多的年轻人呢?

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