kuaishou e-commerce held an online "love teeth festival" to help businesses seize new consumer demand for oral care
2024-09-19
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on the occasion of "national love teeth day" on september 20, kuaishou e-commerce has joined hands with merchants and influencers to hold an online marketing event "love teeth festival", bringing tens of thousands of oral care products to platform users, guiding users to pay attention to oral health, and get a better oral care experience.
it is reported that during the "love teeth festival" from september 18th to 23rd, users can directly access the event page through hyperlinks such as live broadcast room widgets, event venues, and app opening screen jumps, and purchase oral care products such as toothpaste, toothbrushes, mouthwash, tooth powder, tooth stickers, and enjoy exclusive holiday product discounts.
according to the kuaishou platform data, female users currently account for more than 60% of the oral care demand population, among which new-tier cities (mainly third-tier to fifth-tier cities)ofusers account for more than 60%.
from the perspective of content consumption preferences, people with oral care needs generally pay attention to short video content related to film and television, life, and food; from the perspective of the preferences for following bloggers, people who are interested in "toothpaste", "mouthwash", and "tooth stickers" pay more attention to bloggers related to dressing, appearance, and film and television; people who are interested in "dental floss" pay more attention to bloggers related to dressing, film and television, and life.
judging from the commodity consumption trends, the consumption potential of oral care continues to be released, and brand merchants gain incremental business on the platform.according to kuaishou e-commerce data, in the first half of this year, the gmv of oral care products increased by 54% year-on-year, and the order volume of oral care products increased by 82% year-on-year.among them, senior middle-class people and sophisticated mothers are the main consumers of oral care, and new-line silver-haired users are potential consumers.
"love teeth festival" event venue page
judging from the portraits of the three main consumer groups, senior middle-class people are mostly food lovers who have the habit of consuming tobacco, alcohol, coffee, tea and other products on a daily basis. therefore, they have a great demand for oral care products such as mouthwash and tooth stickers; while sophisticated mothers are pursuing exquisite appearance, they also pay attention to the oral health of the whole family, especially children's oral care; and the new generation of silver-haired people aged over 50 usually have sensitive teeth and gums, and the demand for denture care has also increased.
judging from the product functions that users care about and their active search demands, users' demands for toothpaste that can remove yellowing, whiten, remove bad breath, and protect gums continue to increase; for mouthwash products, they hope to achieve the effects of cleaning the oral cavity and inhibiting gum bleeding; for dental floss products, they pay more attention to the type of dental floss sticks, and have core search needs for picking teeth and easy cleaning; for tooth strips, the direct demand is efficient whitening, while they also pay attention to the material, quality, and safety of the tooth strips.
the "love teeth day" event not only brings high-quality and affordable oral care products to consumers, but also provides holiday promotion opportunities for oral care brands and merchants.during the event, kuaishou e-commerce launched an exclusive rights and interests policy for oral care merchants. merchants participating in the event will receive exclusive traffic exposure on the platform and enjoy subsidy policies for specific products.
"love teeth festival" event venue page
for leading merchants and anchors who are preparing for large-scale live broadcasts, the platform will increase the reward amount based on the anchor large-scale policy in september and according to the incremental gmv target requirements. the anchor can receive a maximum reward of 200,000 yuan per day.
in the mall, products that successfully sign up for activities such as "big brands, big supplements", "low price sales", and "limited time flash sales" will receive corresponding traffic tags on kuaishou e-commerce channels, and traffic will be boosted in mall channels, search, recommendations and other scenarios, and they will have the opportunity to receive subsidies for key products to help boost sales. in addition, brands and merchants participating in sales hosting will also receive traffic, goods subsidies, commission-free and other resource support for related products.
through this "love teeth day" industry marketing event, kuaishou e-commerce will continue to bring rich and cost-effective oral care products to platform consumers, while providing efficient business bases for brand merchants of different business sizes to gain more business growth.
