The same Olympic Games detonated the whole network
"Send barrage, top hot searches, and find the same style" as a "trilogy" for young people to chase Olympics
One generation has a generation of Olympics.
From reading the newspapers and listening to the radio to watch the Olympics in the 1990s, to later sitting in front of the TV and computer to chase the Olympics, and now, discussing the Olympics must go to station B to post barrage, and top searches on Weibo. Buying the same style of athletes on Taobao, this new Olympic posture for young people is summarized by netizens as "send barrage, top hot searches, and find the same style"-looking at the Olympic standard "trilogy", it swept all this summer Love.
On August 2, Taobao released the Olympic popularity list of the same style. The list shows that the ability of this Olympic champion to carry goods is comparable to that of Taobao anchors.
As soon as the Chinese athletes in the field won the prize, the enthusiastic fans outside the field started to call for three consecutive calls, and quickly scanned the surrounding goods of the same style.
According to expert analysis, the phenomenon of “purchasing the same money” in the Olympics is a brand new two-way link between fans and Olympic athletes. “They are not willing to continue to stand on the sidelines, but hope to end the game and find a reasonable outlet for their emotions.” This may be It is a commodity sales link that cannot be ignored in the future.
Yang Qian's "Little Yellow Duck Issuing Card" sales soared a hundredfold
Young people regard "Taking the same style" as "inhaling European gas"
During the Olympic Games, many young people not only paid attention to the performance of the event, but also projected their attention to the "lucky little things" of the same style as the athletes.
According to the popularity list of the same style released by Taobao, the first gold winner Yang Qian issued the same card to lead the list in the first week.
This Olympic popularity list of the same style can be understood as a Weibo hot search list born in Taobao.
The logic of the two parties is basically the same: once a keyword is frequently searched, it will be pushed up and enter the list in real time, forming a further scale effect.
The hottest items on the list are the "little yellow duck hairpin" and "carrot hairpin" worn by shooter Yang Qian.
As the eye-catching double champion of the Olympic Games, Yang Qian said, "This has become my lucky card", which ignited the enthusiasm of the whole people to snap up the "Little Yellow Duck Champion Set".
According to Taobao data, as of July 30, the search volume of "Yang Qian with the same paragraph" and "Little Yellow Duck Issuing Card" on Taobao platform has soared by 4237% in a single day, and the search volume of carrot hair rope has increased by 2115%.
At the same time, many Taobao stores also specially set up a combination package of "Yang Qian same style" little yellow duck hair clip and carrot hair rope. In just a few days, the sales volume has exceeded 10,000 pieces.
Many young people said in interviews with reporters that after the game, "purchasing the same money" represents a popular trend, which is different from pure star chasing. We may not be of much help in winning glory. We just want to express our support and concern in this way."
The reporter flipped through Weibo and found that some users just received the "Little Yellow Duck Issuing Card" and couldn't wait to publish Weibo, saying that they had already got the "European spirit" of the champion, and many other users said that because of this on Taobao The issuance card was sold out. I waited for several periods of time and finally bought this favorite item of the same type. Although it hasn't arrived yet, I can't wait to wait.
There are unlimited business opportunities behind the Olympic standard "trilogy"
The same economy becomes Yiwu's summer growth pole
Why did the "Tao Same Style" Little Yellow Duck become popular all over the network so quickly?
This is closely related to the "faster" response and production capacity of the factories behind more than 2,000 Taobao shops in Yiwu.
On July 27, when the whole nation paid attention to Yang Qian's winning the Olympic gold for China, Chen Gengping, the owner of Yiwu zozo quality hair accessories Taobao shop, focused his attention on the "little yellow duck hairpin" on the head of the champion.
"Everyone on Weibo saw the issuance card at a glance, and there were so many discussions, and I immediately felt the fire."
One hour after Yang Qian won the championship, the Taobao store quickly mobilized all the previous "little yellow duck issuing card" inventory, and lowered the price to 3.8 yuan, with additional free shipping.
In just 10 minutes, more than 500 consumers have poured into the shop for consultation. The two customer service staff originally arranged by the shop began to "cannot stand it". After the addition of customer service staff, only one hour, the shop "little yellow duck issued a card" and Ten thousand pieces of "Carrot Hair Tie" have been sold.
This is a typical case of social emotions attached to products.
As an old style produced in 2018, before the Olympics, "Little Yellow Duck Issuing Cards" could only sell 30 or 40 pieces per day on average. After the Olympics ignited fan enthusiasm, most Taobao shops could sell two or three thousand per day. Pieces, sales soared by a hundredfold.
"Previously, over 90% of Yiwu orders came from foreign trade. These orders were prepared one year in advance, but the hot search is different. The focus is on fastness," said the person in charge of a Yiwu factory. Behind Yiwu Taobao merchants, there are at least more than 2,000 factories with 150,000 Jewelry practitioners follow the "hot search", and the same idea of spreading from emotions to products. Since the "Spring Festival Gala Niu Li same coat" ten years ago, it has taken root in the cognition of this supply chain, "earlier years" Everyone feels that the people on TV are very far away from themselves. Now that the economy is improving, everyone is not satisfied that they can only watch, but they must be able to use it, and they will be able to use it soon."
In Yiwu in the past few days, during the peak period, the number of small yellow ducks sent out exceeded 500,000 pieces per day, an average of 6 pieces per second.
The emotions overflowing from social platforms such as Weibo and Xiaohongshu rushed all the way, and finally poured into Taobao to land, and also added a new consumption concept to this grand summer sports event.
In-depth analysis of the behavior of "Taking the same money"
Expert: Communication completes two-way interaction at the commodity level
The champions of this tournament have the ability to carry goods comparable to Taobao anchors, and their sales are almost directly proportional to their popularity.
The reporter noticed from Taobao's Olympic popularity list that the same mobile phone case of the female basketball player Yang Shuyu, the vacuum cup used by the weightlifter Hou Zhihui and other products have continuously become new concerns.
In addition to the active athletes on the field, the search volume of Zhang Jike's jerseys and even the merchandise around the Beijing Games and the Winter Olympics also showed an explosive upward trend in the short term, and was greeted by the enthusiasm of the Olympic tropical fire.
In fact, by pulling the timeline of the past 30 years to examine the audience’s habits of watching the Olympics, we can clearly find that from the beginning of the Olympics news in the newspaper the next day, TV delayed watching the game, computer webpages and mobile apps in real time Looking at the progress, users have higher and higher requirements for the timeliness of information ingestion, and they are less and more dissatisfied that they can only "watch on the wall", but want to influence the trend and find common usage scenarios in order to achieve the effectiveness of themselves and the Olympic idols. Link.
"For example, the booming Olympic search on Weibo is actually a concentrated expression of emotions. This behavior is the dominant emotion, and it is the most intuitive and intuitive way to send bullet screens online in real time at station B. The most time-sensitive patriotic emotion is on the spot." Huang Rihan, executive director of the digital economy think tank, believes that discussions are often not the end of user emotions and behaviors. It’s not expensive, and I have a sense of participation. I have a spiritual link with the champion through merchandise. This may be the underlying behavioral logic behind this trend."
Athletes dominate on the field, and fan emotions dominate off the field.
In addition to the Olympics, the commercial value of athletes in major international sports events such as the NBA has been given insight by brands as early as decades ago.
Personal charm combined with the topic of the event can often successfully create commercial value.
When Liu Xiang and Yao Ming won the game, they also became the focus of the brand merchant star Pengyue. Numerous endorsements followed after the game.
This is the arena of big brands, but as the media environment changes, products that athletes personally mention casually or unintentionally reveal themselves may be hotly discussed on Weibo.
Fans continue to dig into the details, complete the process of boosting the hype, participate in the event process, and finally return to the goods through Taobao and other e-commerce channels. The logic of this behavior seems to be getting clearer.
"The homogeneity of small commodities is very strong. You buy everything you buy. Consumers are not sensitive in terms of quality and price, but they are very sensitive in terms of branding and design. As the hot spot of Olympic events, whoever'catches' will be able to sell well. This is the reason why the hot money of the event can sell well".
Said Chu Yin, a professor in the Department of Public Administration of the School of International Relations.
Times change, and the attitude of young people watching the Olympics is also changing.
Perhaps in the next era, there will be a new model to replace the "trilogy" of "posting bullet screens, top hot searches, and shopping for the same style".
But no matter what, from the pursuit of "Andy Lau's same-style military coat" and "Zhang Xiaofei's same-style sweater" in the spring evening, to "Yang Qian's little yellow duck hairpin" and "Su Bingtian's same track suit" in the Olympics, a brand new product The link model seems to have penetrated our daily lives in the past ten years.
Text/Reporter Wang Haijin