/PRZWT/Oneplus, a leading brand that focuses on performance, achieved a strong breakthrough during this year's Kuaishou Double 11 promotion: the GMV of the brand's official flag and its matrix accounts exceeded 10 million yuan on the first day, and the sales of new products such as OnePlus 15 and Ace 6 exceeded 7 million yuan, a 60% increase compared to the previous generation.
In the Double 11 battlefield where numerous mobile phone brands gather, OnePlus has successfully blazed a new trail of growth through in-depth collaboration with the Kuaishou platform. On the one hand, OnePlus took advantage of the Double 11 event to launch new brand products and joined hands with the "Kuaishou Super New Product Day" IP to preheat and build up the popularity of new products through the linkage of resources across the entire domain. On the other hand, the brand successfully stimulated the consumption enthusiasm of the precise customer group through special gifts in the live-streaming room, targeted inventory guarantees, and platform subsidies, launching a node explosion battle. Pushing the brand's sales performance on the Kuaishou channel to a new high has laid a solid foundation for more in-depth cooperation in the future.
Gain insights into the growth potential of the platform and explore differentiated marketing channels for brands
As early as around 2020, OnePlus foresaw the huge development prospects of content e-commerce and entered platforms such as Kuaishou to explore the field of live-streaming e-commerce. The person in charge of OnePlus' Kuaishou channel introduced, "Our main brand OPPO has always been closely cooperating with the Kuaishou channel. However, as a pioneering brand under OPPO that focuses on performance and quality, OnePlus, due to the significant difference in positioning from the main brand, finds it difficult to replicate its marketing chain on Kuaishou."
The turning point came in August and September this year. Oneplus attempted to submit its products to participate in the "Big Brand Big Supplement" channel on Kuaishou. Through the platform's super value subsidies and cooperation with influencers, it successfully drove a sales boom for the pink version of the OnePlus 13T. We have found that the Kuaishou platform offers significant subsidies and has a high explosive growth rate, which can bring effective growth to brands. A person in charge of the mobile phone channel admitted that after adding various subsidies from the platform, the price of a single unit dropped by nearly 600 yuan, and the sales volume reached nearly 10,000 units in a short period of time. "Whether it is the subsidy intensity of the platform or the explosive growth rate, it is extremely rare in the entire channel."
After this attempt, the OnePlus brand has strengthened its determination to increase investment in Kuaishou's e-commerce. Seizing the opportunity of new product launches during the Double 11 promotion to boost brand awareness and sales has become a crucial step for OnePlus to strengthen its brand operation position.
In fact, for the mobile phone industry, whether a new product's first sale takes off or not largely affects the popularity and sales performance throughout its entire life cycle. For this reason, the release nodes of brand new products often closely follow the rhythm of major promotions and start the first sale during the opening red period of major promotions, superimposing the popularity of new products with the benefits of major promotions, thereby creating an explosive force of "1+1>2".
To warm up and build momentum for the launch of this new product, OnePlus restarted its brand live-streaming room one month in advance and collaborated with distributors' Kuaishou accounts to quickly establish a brand operation matrix. Meanwhile, OnePlus has specially reserved a budget for the Kuaishou platform and stocked up exclusive inventory for the platform to ensure sufficient traffic and supply during the first sale period, thereby helping the brand achieve a breakthrough in sales during major promotions.
The multi-dimensional marketing strategy is precisely implemented, and the first release of new products ignites the big promotion sales
Focusing on the scene of new product launches, the marketing IP of "Kuaishou Super New Product Day" has also provided OnePlus with all-round resource integration and refined operation support. Working hand in hand with brands, it has widely activated consumer demand with "good content + good price + good benefits", promoting definite business growth.
In terms of content, OnePlus has created high-quality short videos and distributed them in a matrix based on the core selling points of its new products such as "Performance Ultra Flagship", "165Hz third-generation Oriental Screen", and "7300mAh Super Large Battery", to expand the potential of its new products and attract users' attention. At the same time, based on its insight into the consumption preferences of platform users, the brand also makes differentiated processing on the basis of new product content materials such as product displays and product function explanations, emphasizing the exclusive Kuaishou gameplay, subsidy policies, and discount amounts of new products during the promotion period, quickly igniting the popularity of new product content and seizing users' consumption minds.
The person in charge of OnePlus' Kuaishou channel stated that the current target group of OnePlus on the platform is male college students and white-collar workers aged between 20 and 30. Therefore, in terms of live streaming, OnePlus combines users' content preferences to create creative live streaming rooms. By building live streaming scenes that fit the game theme and adding 2D characters to assist in live streaming, it effectively increases users' stay in the live streaming rooms.
Meanwhile, to further lower the threshold for users' consumption decisions, during the first sale of new products, OnePlus also attempted to use live-streaming tools such as the "Tian Jiang Chang Pink Pack" and "Good Luck Come" to interact deeply with users and promote the brand to gain more followers. By integrating the traffic support, pink care packages, and limited-time raffles launched by the platform during the major promotion period, and adding platform subsidies, brand new products are offered at limited-time discounted prices, further igniting users' enthusiasm for consumption.
While taking new products as the main products to attract high traffic, the brand has also carefully selected previous star items to create exclusive gift benefits for Kuaishou. A person in charge of the Kuaishou mobile channel introduced, "Take Ace5 as an example. The brand's benefits across all channels are 'installment + gift of power banks', but on the Kuaishou platform, we have added more benefits on top of the original ones." In addition, we offer a full hour draw for Bluetooth headphones to ensure that the platform's rights and interests are competitive across the entire network.
With the boost of its refined operation strategy, OnePlus delivered an outstanding performance in this year's Kuaishou Double 11 promotion. Data shows that on October 27th, during the OnePlus new product launch event, the official flag and its matrix accounts achieved a cumulative GMV of over 10 million yuan, and the sales in the content field exceeded 6 million yuan. Meanwhile, the enthusiasm for the first sale of new products also drove the explosive growth of older models from multiple brands. The proportion of platform sales across all channels far exceeded that of the same period last year.
Deeply cultivate the business territory of Kuaishou and build a new engine for the long-term growth of the brand
Reviewing the explosive growth of this year's Double 11 promotion, a person in charge of the Kuaishou mobile channel summarized several key driving forces: First, the efficient collaboration between the brand and the platform. Before the Double 11 promotion began, the brand held multiple meetings with Kuaishou's customer service staff to connect the collection of national subsidies, warehousing and logistics, and express delivery, creating a smooth and worry-free shopping experience for users. The second is the resource feedback from the "Kuaishou Super New Product Day" IP. By leveraging the exposure resources across the entire Kuaishou platform, it helps brands reach users and boosts the number of viewers and conversion efficiency in brand live-streaming rooms. Thirdly, there is a high degree of alignment between the platform's user profile and the brand's target audience. By placing tagged audiences, brands can precisely connect with the target audience, thereby driving greater business growth.
This unexpected report card has injected a "strong heart tonic" into the brand's subsequent development and brought new ideas for its future operation. The person in charge of the Kuaishou channel of OnePlus stated that OnePlus plans to further deepen its cooperation with the platform, focusing on three scenarios: new products, major promotions, and regular sales, to develop Kuaishou into a key marketing channel for the brand.
In the scenario of new product launches, brands will place greater emphasis on cooperation with marketing ips such as "Kuaishou Super New Product Day". "For instance, in December this year, we will launch a customized new device in collaboration with game ips. During the 618 period next year, there will also be new product releases. We hope to further deepen this new product cooperation and boost sales and popularity."
In the context of major promotions, brands will align with the promotional pace of the platform, supply more core products and advantageous benefits to the Kuaishou channel, and also embrace platform resources such as big brand subsidies and consumption vouchers to accurately seize business opportunities and achieve explosive growth. In daily flat sales scenarios, OnePlus will also have in-depth communication with Kuaishou's staff, actively learn the business strategies and experiences of outstanding brands, continuously accumulate user assets, and achieve long-term development of brand operation.
By joining hands with the platform's IP, OnePlus accurately grasps the platform's business strategies, traffic play methods and support policies. With a more refined operation strategy, it will transform the potential of brand products into the driving force to activate user consumption, and achieve certain business growth on the Kuaishou e-commerce platform.
