The so-called “Dragon boat five in the summer, when the Qing day is long”, Dragon Boat Five season, the weather is fierce, in addition to eating zongzi, picking herbs, hanging wormwood calamus, people also happy love to eat tea to dispel the summer, “Dragon boat five tea”, “noon tea” ethos also continues to this day.
With the migration of consumption, Tiktok e-commerce is becoming a new field of tea and porcelain business. In 2021, the number of related short videos played in the Douyin tea industry exceeded 100 billion. During the Dragon End Five season, from May 22 to 31, around the theme of “All to eat tea and tea house” series, the Tiktok e-commerce jewelry luxury industry used a “cultural tea and tea season” activity, through the process of “shuttle tea”, “Dragon End Five tea ceremony”, picking quarrels and PK competitions and other interactive gameplay, driving the number of goods increased by 90%. Realized the “cultural reply” of tea ceremony and tea ware business in the era of live broadcasting.
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A tea culture “shuttle”
Drive business GMV4 times high outbreak
Frying tea, ordering tea, making tea, tea in the divergent dynasties, formed the “people in the grass and trees” of the divergent cultural interpretation.
When more and more young people take part in the national tide, tea and culture are connected, which leads to the rebirth of the tradition. “2022 Tiktok E-commerce Tea Industry Insight Statement” shows that from April to December 2021, Tiktok e-commerce # tea culture topic content played 2.9 billion. With tea culture as its content, it has achieved the transformation of fun and become a key to attracting young users in the tea industry as a “national drink”.
The fashion luxury industry advocated the “cultural tea season” activity, through the process of “shuttle tea, characteristics of tea house”, Tang, Song, Ming, Qing four dynasties in the broadcast room from the beginning “new”, the broadcast room was embellished from the beginning, anchor clothing also carried out a traditional refresh, Tang Dynasty shirts and skirts, Song dynasty backbones, Ming Dynasty skirts, Qing Dynasty HNy dry skirts in turn, etc. With the tea culture and tea etiquette full of a sense of history and addiction, it led users to complete a “tea shuttle”, which drove the air in the broadcast room and revealed the characteristics of the industry culture. In fact, achieved the ideal outcome of small cost to leverage the transformation of high efficiency and GMV4 times high outbreak.
The tea and tea cups in the broadcast room were also installed with followers following the divergent themes of the dynasty: The Tang Dynasty mainly promoted the method of frying tea, putting the tea powder into the kettle to fry and drink, with the Yue Kiln celadon and Xing kiln white porcelain, which are said to be “south green and north white”; In the Song Dynasty, the tea cake was crushed and then poured. The tea cake was served with a simple and robust Jian Jian. The Ming Dynasty continued to make tea and tea, with the well-known Jingdezhen white porcelain, blue and white porcelain, purple sand pot; The Qing Dynasty for the gorgeous exquisite time tea art, matching is the same exquisite Yixing purple sand pot, cover bowl tea set and porcelain tea cup.
Users walk in the broadcast room of the divergent dynasties, completing an indulging historical shuttle. Anchors roast the tea cake, or use a teaspoon to pick the tea into the cup, or pour the tea into the colorful Jianzhan, white porcelain, purple sand pot… The tea of the same dynasty with the tea cup, formed a more experienced and addictive sense of cultural output, led to the synchronous sale of tea and tea cups. According to statistics, the average GMV expenditure of the merchants in the “Shuttle tea” special broadcast room has obtained a high outbreak, and the cumulative GMV completion rate of 134% of the expenditure has been completed in 5 sessions. Compared with the average GMV of the past 30 days, the average outbreak coefficient is 424%, and the GPM has increased by 144%.
In the fun business, content is the focus of Tiktok e-commerce: driving traffic with content, arousing consumer desire in the process of content browsing. The “shuttle tea, characteristic tea house” is exactly through the construction of process content scene consumption, transmitting the cultural orientation of the tea industry, and realizing the transformation logic from fun to excitement and acquisition.
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Meet the needs of tea ceremony
Promote the consumption of tea and drink goods
June has arrived, the Dragon Boat Five gift scene, urging the heat of tea gift consumption. Tea producing areas and ecological tea gardens in different areas have also ushered in valuable business opportunities in early summer. For the ceramic tea set industry, the Dragon Boat Five gifts are the same as stimulating consumption and gathering high-value consumer consumers a valuable opportunity window.
In order to help businesses catch the growth opportunity of the end five, the jewelry fashion luxury industry of Tiktok e-commerce is separately targeted at two large-scale tea gifts and tea utensils. Through process live broadcasting, short videos and interactive gameplay, the two categories are stimulated to make fun of the end five ceremony scenes and sprint to a higher GMV.
In the scale of the tea ceremony, the trend of “tea with Zongzi” on the end of the fifth day, the tea ceremony and the festival complement each other, and also provide a natural marketing node for tea merchants. Based on this insight, the “cultural tea season” activity launched the “End of the five tea ceremony, cultural tea house” theme, encouraging and encouraging businesses to put on the end of the five characteristics of the tea gift box and give orientation support, helping businesses to pursue the characteristics of the different regions or times of the tea ceremony tea custom, to achieve “with goods.”
On the one hand, the “Duanwu Tea Ceremony, cultural tea house” is linked to the strong theme of origin tracing, master special show, traditional hand-cooked tea skills, so that young people who really do not appreciate the tea ceremony before, lit up the consumption fun. In addition, on the one hand, the activity provides key support for the industry’s leading merchants and catalyzes the head effect of tea gift consumption; At the same time, the increase of support, encourage to encourage and encourage the waist business, formed a rational “with goods echelon”. According to statistics, the activity policy completion rate of 149%, of which the outbreak coefficient reached 121%, improving the user’s collective attention and topic of “good tea”.
In the scale of tea ware, the “Cultural tea season” activity opened a special event, opened the “high-end ceramics Hall”, invited Tangzhen industry and 6 ceramic merchants to reveal the life art of pottery tea, and brought a high-end ceramics online cloud exhibition. In the specific landing scene, the special event opened a theme live + six sub-venues + seven hours of live IP mode, dominating the decoration and high-end goods of the appropriate era, and carrying out the two-way content divergence of ceramic culture and tea tasting culture. In addition to the themed broadcast room, the special event also went through the process of wheat interaction, account linkage, wheat program list, industry channels, etc., to assist businesses to build a core position, through the process of sophisticated content aggregation and diversion, attracted a large number of traditional cultural fun users, for the high-end ceramic industry piled up a full range of high-value business relationship assets.
At this moment, with the transformation of consumer demand and positive vision, tea and other traditional category marketing, but also slowly to the interactive, communication target policy on the verge of. In order to comply with this trend, the “cultural tea tasting season” activity through the process of pushing coupons to reward, encourage and encourage # to eat tea tasting house, # Duanwu and tea, # Kua good life in a number of topics under the Tiktok e-commerce businesses to participate in enthusiasm. In that era, the topic of # All come to eat tea and tea houses has broken 160 million; “The whole people pick quarrels, eat tea and drink a cup”, “live competition, good tea PK” and other gameplay, dominate the short video picking quarrels competition, live picking quarrels energize the participation, connect the middle and waist tail businesses, so that businesses and brands have more willingness and space to actively express.
In addition to businesses, the jewelry boom luxury industry of Tiktok e-commerce also launched the theme of “Pottery tea master, good tea house” for the talent, encouraging the talent to bring goods and advance the industry increment. In that era, the comprehensive master tea category increased by 39.5%, of which the “old head and old solution”, “Luo Yonghao”, “pay a companion wine and food” live broadcast room is shining, and the end of the five festivals, tea tasting season with tea small Cen Ling.
Over the past few years, tea merchants have moved their business from offline to online at a rapid pace. According to Tiktok e-commerce data, in 2021 alone, the number of Tiktok e-commerce tea industry merchants has more than doubled, and the number of live broadcasts and the length of live broadcasts have increased by 88% and 135% respectively. At present, with the influx of a large number of entrants, Tiktok e-commerce has brought new business growth space for tea and porcelain merchants through the process of fun content, platform encouragement and gameplay interaction.
In the future, Tiktok e-commerce will continue to enlarge the value of fun e-commerce, while meeting the diversified needs of users for Kuajiao life, through the process of short video and live content, mall, search and other collaborative interoperability, for business business to bring new growth.