Zhao Dan: What do you think of the marketing of lipstick and ice cream in the Forbidden City?

Recently, everyone should have been screened by Wuhan Yellow Crane Tower ice cream, right?

This Yellow Crane Tower Wenchuang ice cream is designed and promoted by Beijing Taste Company. Today, Qin Gang Live Studio is very honored to invite Zhao Dan, the founder of Beijing Taste.

The following is a brief record of some questions I asked during the live broadcast:

Question 1: Why do you want to make Wenchuang ice cream?

Generally speaking, I have feelings of home and country, like traditional culture, and hope to drive the scenic economy after the epidemic in this way.

As for novels, I used to spend other people's money to help others do marketing, and my marketing will never stimulate your desire. Now I want to use the money I earned in the market to do marketing and break through myself.

/kloc-started to make a lot of products and investments in 0/9, including Wenchuang T-shirts and Wenchuang notebooks, which are sold in museums and the prices are not cheap. At that time, there was no direction and I didn't know what to do. I was inspired by a sentence from the former director of the Forbidden City. He said, "If you make products that ordinary people don't use, it will be difficult to succeed." So I casually joked that I would like to go to the Forbidden City to sell steamed buns.

So the first ice cream was designed in February of 19. It was originally planned to launch 10, 65438+2020, but it happened to hit an epidemic. After the epidemic, I went to Wuhan to see cherry blossoms and Yellow Crane Tower. 2 1 Signed a contract with Yellow Crane Tower at the beginning of the year, hoping to drive people to the scenic spot through Wenchuang ice cream. I wanted to launch it in March, but I want to launch it again. At five o'clock the next day, it sold out 6400 yuan. On the third day, 9,700 pieces were prepared, which was stable at about 6,000 pieces, with a minimum conversion rate of 10% and a maximum conversion rate of about 36%. On May 1 ST, we sold out 9700 yuan at noon on the first day, and transferred a refrigerated truck to the parking lot the next day to make up for it when it was sold out.

Question 2: Is this easy to copy?

The technology of this ice cream has achieved two teams at both ends, and the ice cream in our scenic spots and museums has scenic spots. For example, the Forbidden City will have the Forbidden City logo, and the Yellow Crane Tower will have the Yellow Crane Tower logo, which is equivalent to joint production. The contract has been signed for at least three years, which means that we are only allowed to sell this Wenchuang ice cream in these three years.

Question 3: Planning for this matter.

I hope Wenchuang ice cream can be made into Coca-Cola and McDonald's, representing a national culture and spreading China culture abroad.

In the future, basic Wenchuang ice cream will be launched and sold in supermarkets. We will try our best to add 0, because our best formula can only guarantee the shelf life of three months.

Question 3: Why is the scenic spot willing to cooperate with you?

Because fame is favorable, the best marketing is to spend money from the market to make money. I can bring traffic to the scenic spot, drive the economy of the scenic spot, and spread the reputation of this scenic spot.