In recent years, the domestic soda track has become lively again. Time-honored soda brands such as Arctic Ocean, Bingfeng, and Chongqing Tianfu entered the national market, and the new brand, Yuanqi Forest, quickly gained a firm foothold. In the field of traditional fruit-flavored beverages, another new brand, "Good Hope Water", is also breaking through the fierce competition.
Established in 2019, the cutting-edge herbal beverage brand "Good Hope Water" has received three rounds of financing within one year. In 2020, the transaction volume will reach 120 million yuan, and the revenue will exceed 50 million. In this article, we briefly analyze the brand from the aspects of product promotion, brand concept, live broadcast marketing, etc., and explore the reference it can provide for brands, merchants, and anchors.
1. Deeply cultivate the needs of scenarios, and differentiate online and offline operations
Like Vitality Forest, Good Hope Water’s products are also sparkling drinks, but the difference is that Good Hope Water has added juice and herbal ingredients, and introduced traditional Chinese medicine “food tonic”. In addition to low-fat and low-sugar, it also emphasizes the concept of health preservation. .
Speaking of why the Good Hope Water team created soft drink products, the main reason is that when one of its founders, Sun Mengge, was operating a barbecue restaurant, he found that consumers had a very high demand for digestion during the dining process. Strong, so the Hawthorn Sparkling Water " Wang Hawthorn " was launched.
Based on this popular single product, several partners jointly established the "good hope water" brand, and since then have launched products such as Wang Taohua , Wang Xingfu and Wangmeihao . Settled in Taobao, Douyin, Xiaohongshu and other platforms, opened brand stores, and conducted live broadcasts. Cooperate with super KOLs such as Li Jiaqi and Luo Yonghao to expand the awareness of consumers represented by young groups.
According to Taobao's "Good Hope Water" brand in the past 30 days (this article refers to the past 30 days: September 13-October 12), there are a total of telemarketing list 8 master anchors including Li Jiaqi. On October 7th, Li Jiaqi's live broadcast room [Snack Festival for All Girls], the single product [Good Hope Water Hope Hawthorn Juice Sparkling Water 0 Fatty Drink Healthy Beverage FCL Aluminum Can 330ml*6] sold more than 40,000 pieces, which is the brand of nearly 30 A live broadcast with the highest sales of Tianlian anchors . Data source: Zhigua data.
In addition, Lin Yilun and Ji Jie, two star anchors, have been associated with the master anchors in the past 30 days. Linked to Lin Yilun's live broadcast room for two live broadcasts, and listed two products; linked to Jijie's live broadcast, and listed one product.
According to the two sparkling waters listed in Lin telemarketing list Yilun's live broadcast room, in terms of packaging, one is an aluminum can and the other is a glass bottle. The glass bottle will be on the shelves on September 15th [Beautiful Mid-Autumn Festival], and the aluminum can will be on the shelves on October 8th [Carefully Selected Goods]. During the festival, the demand for beverages with meals will increase relatively, but in comparison, the sales of aluminum cans are relatively higher.
From the perspective of online transactions, aluminum cans are easier to transport and store, and the price is lower than that of glass bottles, which reduces the cost of early adopters on e-commerce platforms and makes it easier to place orders under the guidance of anchors. When consumers are satisfied with the product, it is likely to stimulate their desire to buy other products of the same type.
In terms of product packaging design, Haowangshui's products have a simple and stylish appearance, which is in line with the aesthetics of many intended consumer groups such as those born in the 80s and 90s, and can also meet the needs of consumers for photo sharing on social media.