超市品類BOSS直播策劃案

e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B超市品類BOSS直播策劃案XXXXMADEXXXX×JINGDONGe7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88Bcatalogue01020304玩法洞悉主題策略內(nèi)容規(guī)劃關(guān)于我們PlayinsightThemestrategyContentplanningAboutusXXXXDesignXXXXDesignXXXXDesign//Aboute7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//總裁直播密集涌現(xiàn)從積極自救到營銷破圈直播總裁帶貨福利紅包首發(fā)品牌疫情平臺消費話題服務(wù)霸道總裁流量優(yōu)惠低價2022年總裁直播相關(guān)全網(wǎng)關(guān)鍵詞格力電器董明珠搜狐張朝陽林清軒孫來春攜程梁建章2022年總裁走進(jìn)直播間e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//不管是疫情下的迫不得已；還是直播紅利中的順勢而為；總裁直播儼然已成當(dāng)下趨勢潮流。自帶話題屬性，天然背書效果e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//以沒有邊界的供給，滿足沒有邊界的需求；沉浸式虛擬體驗是流量風(fēng)口。打破現(xiàn)實與虛擬的邊界元宇宙給用戶帶來更多可能e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//3D虛擬場景就是元宇宙的邊界，也是真正實現(xiàn)元宇宙數(shù)字孿生的一塊敲門磚；在虛擬的空間里，產(chǎn)生真實的互動；強(qiáng)烈的視覺沖擊影響著每位用戶的內(nèi)心。虛擬直播成元宇宙超級入口沉浸式體驗讓用戶更愿意買單e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//各大品牌相繼在元宇宙世界里開啟概念店新概念虛擬店鋪成為數(shù)字市場里的機(jī)會抓手虛擬概念店當(dāng)?shù)罁屨紨?shù)字市場XXXXDesignXXXXDesignXXXXDesign//e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B紅人明星流量引入超級IP塑造聲勢XXXXDesignXXXXDesignXXXXDesign//友商洞察-淘系XXXXDesignXXXXDesignXXXXDesign//e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B沉浸式云體驗領(lǐng)風(fēng)向大制作，節(jié)目式更惹眼XXXXDesignXXXXDesignXXXXDesign//友商洞察-抖音XXXXDesignXXXXDesignXXXXDesign//e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//洞察總結(jié)01借勢IP力量流量聚合點燃聲量02迎合虛擬直播風(fēng)向深化沉浸式體驗03精細(xì)視覺制作

趣味節(jié)目效果拉滿看點e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//———<<<王炸集結(jié)概念出街>>>———主題策略02——主題闡釋————整體策略——XXXXDesignXXXXDesignXXXXDesign//Aboute7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//主題闡釋<王炸集結(jié)>本次活動高能紛呈，更有超級IP及BOSS王炸出場；<概念出街>揭示本次活動主旨，以打造概念店的形式在618一眾活動中精彩出圈；王炸集結(jié)概念出街王炸集結(jié)概念出街王炸集結(jié)概念出街王炸集結(jié)概念出街概念出街王炸集結(jié)XXXXDesignXXXXDesignXXXXDesign//Aboute7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//整體策略O(shè)verallstrategyOverallstrategyOverallstrategyOverallstrategy趨勢迎合迎合當(dāng)下元宇宙概念熱度，利用虛擬直播打造沉浸式體驗；IP樹立大促呈現(xiàn)利用IP自有優(yōu)勢，釋放BOSS直播話題，并樹立京超概念店IP；承接618大促氛圍，將優(yōu)惠、促購、低價等信息與內(nèi)容緊密結(jié)合；e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//———<<<王炸集結(jié)概念出街>>>———內(nèi)容規(guī)劃03——時間節(jié)奏————PGC內(nèi)容規(guī)劃————UGC內(nèi)容規(guī)劃——e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//IP塑造「京超概念店」「品類BOSS」打造「京超概念店」IP，利用沉浸式虛擬店鋪的概念貫穿整個直播，吸引用戶關(guān)注；利用品類BOSS的IP，自帶流量和話題的霸總身份增加全網(wǎng)曝光和關(guān)注；e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B時間節(jié)奏趨勢專場以潮流風(fēng)向趨勢品牌及品類產(chǎn)品，結(jié)合虛擬直播的趨勢熱度進(jìn)行直播促購；UGC<概念店嘗鮮>pGC<概念店上線>有料專場福利專場京超概念店正式上線6.15（2H）6.16（2H）6.17（2H）6.18（4H）挑選時下爆品、新品、明星/紅人同款等有料產(chǎn)品進(jìn)行促購直播；結(jié)合618促購氛圍，以折扣品、搭配福利品、買贈品等吸引用戶參與；虛擬京超概念店上線，將產(chǎn)品按照食飲酒品、母嬰玩具、個護(hù)清潔、居家生活四大類別進(jìn)行場景設(shè)置，沉浸式虛擬超市購物體驗刺激用戶轉(zhuǎn)化；e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BPGC直播規(guī)劃e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B個護(hù)清潔品類店長菲菲母嬰玩具類店長葡萄食品酒飲類店長張帆居家生活類店長塔塔BOSS天團(tuán)，王炸現(xiàn)身品類精選，助力優(yōu)惠XXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//人物介紹e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//創(chuàng)意思路迎合元宇宙數(shù)字消費的浪潮，打造元宇宙京超概念店，讓用戶完成沉浸式線上逛京超體驗；按照京超產(chǎn)品品類，將概念店分為四大主題場景，根據(jù)不同場景進(jìn)行沉浸式體驗及帶貨；邀請BOSS現(xiàn)身直播間，代表京超官方，以權(quán)威角度幫你遴選好貨；e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B直播亮點

賽博科技視覺呈現(xiàn)京超概念店上線霸總天團(tuán)現(xiàn)身好貨甄選，鈔能力演繹e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B01直播流程0203懸念開頭，開啟科技之旅制作手機(jī)互動效果，一鍵抵達(dá)次元空間，以第一視角開頭視頻帶用戶進(jìn)入概念店鋪，打造科技感虛擬直播效果。直播開場，概念店營業(yè)主持人帶著炫酷特效登場，點亮概念店四大場景，揮動手切換場景，全景展示京超概念店。店長登場，云逛概念店主播帶領(lǐng)觀眾云逛概念店，四大品類對應(yīng)四大場景，對應(yīng)場景呈現(xiàn)時品類店長隨之登場，進(jìn)行沉浸式帶貨展示。e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B04直播流程0506BOSS現(xiàn)身，臻選好貨品類BOSS閃亮登場，領(lǐng)取品類主理人身份，幫直播觀眾遴選好貨；霸總發(fā)力，有鈔能力BOSS作為觀眾代表，以趣味互動的形式幫觀眾爭取產(chǎn)品折扣價；福利放送，直播收官直播間專屬福利開搶（限時秒殺、紅包雨、下單有禮）直播完美收官，并引流至站內(nèi)，引導(dǎo)用戶持續(xù)關(guān)注e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B互動玩法虛擬跑酷boss團(tuán)比拼虛擬跑酷，沿路設(shè)置金幣和障礙物，boss們利用手中的VR道具，沿途拾取品類金幣，跨過一系列障礙物，可以獲得對應(yīng)品類的優(yōu)惠折扣?？植老涮魬?zhàn)boss團(tuán)摸恐怖箱，恐怖箱中分別放入各品類的優(yōu)選商超產(chǎn)品，boss如果摸出來就能獲得該商品的優(yōu)惠，也有恐怖箱中放入蜘蛛玩具等整蠱玩具來增加直播的可看度和娛樂效果。截屏連麥現(xiàn)場截屏抽取幸運觀眾連麥，BOSS滿足其清空購物車心愿，將直播過程中添加到購物車的產(chǎn)品全部免單。e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B場地配置互動區(qū)品類區(qū)品類區(qū)品類區(qū)品類區(qū)*虛擬場景示意超3000㎡白場自定義+巨幕無影棚【京超概念店】：在綠幕背景下呈現(xiàn)超未來感虛擬街區(qū)，簡單互動效果實現(xiàn)沉浸式逛街體驗；e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B團(tuán)隊配置執(zhí)行AE項目細(xì)節(jié)推進(jìn)內(nèi)部需求解讀項目資料收集客戶對接直播運營貨品組成品類規(guī)劃結(jié)構(gòu)規(guī)劃陳列規(guī)劃直播間數(shù)據(jù)運營流量渠道運營腳本編導(dǎo)商品腳本關(guān)注話術(shù)腳本控評話術(shù)腳本封面場景策劃直播間設(shè)計規(guī)劃妝容服飾道具等直播場控直播現(xiàn)場監(jiān)控直播設(shè)備調(diào)試直播軟件調(diào)試后臺回復(fù)配合數(shù)據(jù)即時登記反饋推流配合技術(shù)支持主播團(tuán)隊帶貨引導(dǎo)直播節(jié)奏把控產(chǎn)品介紹觀眾互動e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BUGC直播規(guī)劃e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D693