Meet the Brand Officer

Lin Xiyou raised the corners of her lips lightly, smiled confidently, and finally found a way to overcome it.

She smiled and asked, "Mr. Xiao, do you have the habit of watching short videos?"

"I take half an hour to brush up every day. Only by learning more about current events can I have something to talk to my clients about." Xiao Jianhua put on a professional look.

"Then did you go into the live broadcast room to watch the anchor deliver the goods?"

"Of course, I have always kept pace with the times. I have analyzed all the rhetorical routines of the popular anchors, and learned from each other's strengths to continuously improve the overall business level of our sales department."

Lin Xiyou nodded a few words of praise, then changed the topic: "Then I would like to ask you, in the live broadcast room of a popular anchor, you see all kinds of products, the one who can leave a deep impression on you in the end is the anchor, or he brings What about a certain product of the goods?"

"Of course it's the anchor, he brings so much every day..." After Xiao Jianhua blurted out, he vaguely realized that something was wrong.

When he realized it, his old face froze, and he wanted to find something to make up for, but he opened his mouth and couldn't make a sound.
Invisibly, he slapped himself.
Lin Xiyou had no intention of embarrassing him, and smoothed things over for him with a smile: "Yes, you are right, the anchor frequently appears on camera every day, showing his presence by brushing his face, we think it would be difficult not to have an impression, right?"

"Yes, yes, especially those anchors with distinctive looks, just like popular stars, basically people will never forget it." Xiao Jianhua responded with a dry smile, and when he cast his eyes again, he seemed to have changed.

"Yes, but having said that, the anchor is too dazzling, and it is easy to cover the light of the product. What do you think?" Lin Xiyou cleverly changed the concept and re-raised the question.

Xiao Jianhua pondered for a moment, and recalled carefully, the fact is indeed the case, a solid anchor, a fast-moving product.

With a wide variety of products and a large number of major brands, it is difficult to form a fixed single brand impression among the fans of the anchor.

Most of the time, what people remember is just how many benefits a certain anchor has made for fans, how much price he has suppressed, and how many gifts he has given. All the credit goes to the anchor, who has created a perfect personal aura.

But basically no one thinks that the profit is given by the brand, and the gift is given by the brand.

There are even consumers who bought expensive products at brand flagship stores, came to give a bad review and scolded, saying that it was more expensive than the one sold in a certain live broadcast room.

The brand side makes wedding dresses for others, which is cutting flesh and taking the blame. It is really miserable.

If things go on like this, the brand road will only get narrower and narrower.

While Xiao Jianhua was silent, Mei Xingning also fell into a long silence.

Lin Xiyou stood in front of them, observing their unpredictable expressions, and understood.

The two people who were usually incompatible with each other looked at each other solemnly, obviously thinking of going together just now.

She said at the right time: "Let's make an assumption. When the sales of Zhongzhi's products depend on the popular anchor to bring the goods, the traffic channel is completely in the hands of the anchor. If the two sides agree on each other and have a good relationship, then it's okay. Take what you get, win-win cooperation.”

"However, it is normal for the benefit to be lacking in people's hearts at present. What if there are serious differences or conflicts between the brand and the individual anchor? The anchor with the fan flow in hand has greater bargaining power. Turning around to pick up other brands to bring goods, it is still flourishing."

"I have heard of such cases, and I believe everyone is familiar with them. There are often quarrels between popular anchors and different brands, and it is not uncommon for red faces to separate their families."

"At that time, will our Zhongzhi brand fall into a very passive situation?"

In her last sentence, she deliberately slowed down her tone and ended with a question, leaving a thought-worthy stroke in the hearts of everyone.

There was no sound in the conference room, Xiao Jianhua's complexion was dark, and he was completely silent. Seeing this, other sales managers also shut their mouths.

Mei Xingning was secretly delighted, with admiration in his eyes, and quietly gave Lin Xiyou a thumbs up.

Lin Xiyou smiled, with confidence in her chest, and asked calmly: "Now, let's imagine again, if the positions of Zhongzhi products and anchors are swapped, the personal influence of the anchors will be downplayed, the brand recognition of Zhongzhi will be strengthened, and the attention of traffic will be focused. For the product itself, will it be more conducive to increasing product exposure and enhancing the impression of Zhongzhi brand in consumers' minds?"

When asking questions, her eyes were always looking up at Xiao Jianhua who was looking up.

He was slightly taken aback, and had to nod in recognition.

Lin Xiyou smiled lightly and explained the ultimate goal.

"This is also echoing the plan we proposed at the beginning, to build a short video account of the Zhongzhi brand, to grasp the flow channels by itself, to enter major short video platforms, and gradually build a new media matrix belonging to Zhongzhi. We fish to our heart's content in the ocean, and the intercepted traffic belongs to us Zhongzhi himself."

The sales team headed by Xiao Jianhua had no words to refute and no longer raised any objections.

Mei Xingning breathed a sigh of relief, smiled at Lin Xiyou with praise and admiration, and tacitly handed over the quote: "I wonder how Consultant Lin wants to create a short video account with Zhongzhi's characteristics?"

Lin Xiyou smiled back, "Our initial idea is to select a few high-quality head traffic platforms, such as Douha, Kuaizhang, Xiaoshu and other apps, to do key operations, and to cooperate with other traffic platforms on the entire network for auxiliary operations. .”

"On the basis of opening up the new media operation of the whole platform, the common personal IP image of the anchor is transformed into the IP of the content short video."

Mei Xingning's eyes lit up, and he was quite interested, "Translating short video content into IP? This is a fresh and creative idea."

Xiao Jianhua had a half-knowledge, and was unwilling to lag behind, so he hurriedly asked: "Consultant Lin, according to your thinking, how should this content IP be planned and promoted?"

Lin Xiyou couldn't help but secretly rejoiced when she heard the appellation that meant approval. She felt overwhelmed and replied without changing her face: "We are currently considering two directions. One is to use the evaluation method and hand it over to ordinary amateurs or people in the skin care industry, such as some Customers and operators of skin care centers who are interested in skin care evaluation, we can select a group from them and reach an exclusive cooperation agreement."

"Then, we hand over several major product lines of Zhongzhi Cosmeceuticals to them for daily evaluation, recommend different series of Zhongzhi products according to different skin types, and popularize some scientific skin care tips, correct usage methods and daily skin care steps, etc. Dry goods, from the perspective of professional skills, have won the admiration of consumers."

"In terms of form, it can also be varied. For example, do some street interaction, find real passers-by for evaluation, regularly track feedback results, let consumers provide real customer testimonials, and increase the trust of the public in Zhongzhi."

"In this process, we will subtly convey the brand spirit of Zhongzhi cosmeceuticals, convey safe, scientific and professional skin care concepts, and firmly build the brand memory of Zhongzhi cosmeceuticals' herbal extraction, safety and non-irritation', with Create a professional image of healthy beauty and gradually penetrate into the minds of consumers."

As soon as Lin Xiyou's words fell, Xiao Jianhua couldn't wait to ask: "Then what is the other one?"

His completely different attitude immediately attracted the strange attention of the crowd.