Under the epidemic, Xiaoling Toys' total platform broadcast volume reached 42 billion in the first half of the year, growing against the trend

by:Ennas      2022-01-20
The sudden outbreak of the new crown pneumonia is a huge test for all walks of life, and it has also brought a greater impact and impact on China's economy and society. With the accelerated spread of the overseas epidemic, international economic and trade activities have been severely affected, and the toy industry has been affected to varying degrees in both export and domestic sales. But crises always coexist, and the epidemic has also brought new opportunities and challenges to toy companies. Faced with the current market conditions, toy companies have taken measures to actively transform and seek breakthroughs and new opportunities. The adversity of children's vertical MCN platform. Under this year's epidemic, the leading children's self-media platform 'Xiaoling Toys' made a quick response. When the domestic epidemic broke out, the operation team realized the impact of the epidemic on the entire society. While overcoming difficulties to maintain weekly content updates, it continued to adjust and optimize the program to make the program more interesting and closer to the present, and also to make more consumption. Fans watched more and better content during the extended holiday. In the first half of 2020, the total broadcast volume of 'Xiaoling Toys' on the platform reached 42 billion, and the average monthly broadcast volume exceeded 1 billion. The overall broadcast volume of Q4 in 2019 increased by 30% compared with the same period in 2019, and it showed strong growth in the first half of the year. At present, 'Xiaoling Toys' has exceeded 50 million fans in all channels, an increase of 30% compared with the previous year in Q4 of 2019. During the epidemic, many children took classes at home. 'Xiaoling Toys' used its online advantages. Chengdu Lingke Culture Communication Co., Ltd. cooperated with the exclusive operator Guangzhou Baixingrui Culture Co., Ltd. to plan and expand more new businesses to make the overall brand content More abundant. Since the Xiaoling English APP was launched in August 2019, it has had 2.1 million fans, 1.9 million monthly active users, and more than 300,000 VIP paying users in less than a year. In order to improve the content quality and fun education of 'Xiaoling EnglishThe concept of learning while playing and having fun, create a more natural learning environment, and create a new model of online education. While the online education sector has achieved rapid development, it has also accelerated the layout of other business sectors. The new 'Little Ling Children's Songs' series launched in March this year has been featured in NetEase Cloud Music, Litchi FM, Dragonfly FM, Himalaya, QQ Music and other major audio The launch of the platform has opened up the expansion of coverage in the field of children's music. In addition, starting from the second quarter of this year, the 'Xiaoling Toys' series began to be distributed across the country on OTT and IPTV. Currently, the 'Xiaoling Toys' program has covered smart TV ports in more than 30 provinces across the country, and has cooperated with many domestic smart TVs. Hardware production equipment manufacturers have reached a cooperation, and it is realized that consumers can watch the wonderful program of 'Xiaoling Toys' on the TV side across the country, breaking the limitations of 'Xiaoling Toys' based on the online platform, and there will be more new ones in the future. The program will be updated synchronously on the PC, mobile and TV terminals of the entire network platform across the country. Online content traffic drives the expansion of offline industries. After upgrading content production and expanding business operations, 'Xiaoling Toys' has also ushered in new opportunities in the layout of offline industries. 'Xiaoling Toys' already has multi-channel high-traffic portals such as video terminal, TV terminal and self-media terminal, and provides a set of new cooperation models that are different from traditional IP for toy manufacturers that focus on offline channels, depending on the traffic of the platform. Marketing conducts product display and brand promotion, and provides traffic for the authorized development of derivative products. Through this innovative licensing model, 'Xiaoling Toys' has cooperated with many well-known domestic brands, including 52toys, Senbao, Rover, Caipo, Jiandong Wenchuang, Idong Animation and other well-known toy companies; In addition to toys, 'Xiaoling Toys' also cooperates with the development of other derivative series, including food, household clothing, daily necessities, stationery, etc. The series of products have been sold online in official flagship stores. The outbreak of e-commerce and live broadcast of the hot e-commerce business has shown an overall growth trend under the epidemic. While the traditional e-commerce is growing, the e-commerce live broadcast that has emerged since 2018 has once again ushered in an outbreak period under the epidemic. All walks of life have joined the live broadcast circle. Major toy manufacturers are also exploring various new live broadcast modes, striving to find first-line business opportunities in the crisis. As a self-media platform focusing on creating children's content, 'Xiaoling Toys' is also actively exploring new ways to play in the development of live broadcast, and constantly thinking about reform and innovation. After repeated verification and testing, 'Xiaoling Toys' upholds the spirit of daring to innovate, and will hold an online live fan meeting in mid-to-early August, starting a new trend for the children's industry meeting. The new model of KOL + content + live broadcasting has been opened. The rise of new live broadcasting has expanded a new channel for disseminating online content, allowing 'Xiaoling Toys' to reach the target audience through more content and scenes. In the live broadcast, the content format that fans love to see and hear is used to narrow the distance with the target customer. At the same time, the soft implantation of the product will also expand the exposure of the cooperative brand and enhance the customer's brand recognition. Source: Baixingrui
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