超市品类BOSS直播策划案

e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B超市品类BOSS直播策划案XXXXMADEXXXX×JINGDONGe7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88Bcatalogue01020304玩法洞悉主题策略内容规划关于我们PlayinsightThemestrategyContentplanningAboutusXXXXDesignXXXXDesignXXXXDesign//Aboute7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//总裁直播密集涌现从积极自救到营销破圈直播总裁带货福利红包首发品牌疫情平台消费话题服务霸道总裁流量优惠低价2022年总裁直播相关全网关键词格力电器董明珠搜狐张朝阳林清轩孙来春携程梁建章2022年总裁走进直播间e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//不管是疫情下的迫不得已；还是直播红利中的顺势而为；总裁直播俨然已成当下趋势潮流。自带话题属性，天然背书效果e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//以没有边界的供给，满足没有边界的需求；沉浸式虚拟体验是流量风口。打破现实与虚拟的边界元宇宙给用户带来更多可能e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//3D虚拟场景就是元宇宙的边界，也是真正实现元宇宙数字孪生的一块敲门砖；在虚拟的空间里，产生真实的互动；强烈的视觉冲击影响着每位用户的内心。虚拟直播成元宇宙超级入口沉浸式体验让用户更愿意买单e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//各大品牌相继在元宇宙世界里开启概念店新概念虚拟店铺成为数字市场里的机会抓手虚拟概念店当道抢占数字市场XXXXDesignXXXXDesignXXXXDesign//e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B红人明星流量引入超级IP塑造声势XXXXDesignXXXXDesignXXXXDesign//友商洞察-淘系XXXXDesignXXXXDesignXXXXDesign//e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B沉浸式云体验领风向大制作，节目式更惹眼XXXXDesignXXXXDesignXXXXDesign//友商洞察-抖音XXXXDesignXXXXDesignXXXXDesign//e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//洞察总结01借势IP力量流量聚合点燃声量02迎合虚拟直播风向深化沉浸式体验03精细视觉制作

趣味节目效果拉满看点e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//———<<<王炸集结概念出街>>>———主题策略02——主题阐释————整体策略——XXXXDesignXXXXDesignXXXXDesign//Aboute7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//主题阐释<王炸集结>本次活动高能纷呈，更有超级IP及BOSS王炸出场；<概念出街>揭示本次活动主旨，以打造概念店的形式在618一众活动中精彩出圈；王炸集结概念出街王炸集结概念出街王炸集结概念出街王炸集结概念出街概念出街王炸集结XXXXDesignXXXXDesignXXXXDesign//Aboute7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//整体策略OverallstrategyOverallstrategyOverallstrategyOverallstrategy趋势迎合迎合当下元宇宙概念热度，利用虚拟直播打造沉浸式体验；IP树立大促呈现利用IP自有优势，释放BOSS直播话题，并树立京超概念店IP；承接618大促氛围，将优惠、促购、低价等信息与内容紧密结合；e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//———<<<王炸集结概念出街>>>———内容规划03——时间节奏————PGC内容规划————UGC内容规划——e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//IP塑造「京超概念店」「品类BOSS」打造「京超概念店」IP，利用沉浸式虚拟店铺的概念贯穿整个直播，吸引用户关注；利用品类BOSS的IP，自带流量和话题的霸总身份增加全网曝光和关注；e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B时间节奏趋势专场以潮流风向趋势品牌及品类产品，结合虚拟直播的趋势热度进行直播促购；UGC<概念店尝鲜>pGC<概念店上线>有料专场福利专场京超概念店正式上线6.15（2H）6.16（2H）6.17（2H）6.18（4H）挑选时下爆品、新品、明星/红人同款等有料产品进行促购直播；结合618促购氛围，以折扣品、搭配福利品、买赠品等吸引用户参与；虚拟京超概念店上线，将产品按照食饮酒品、母婴玩具、个护清洁、居家生活四大类别进行场景设置，沉浸式虚拟超市购物体验刺激用户转化；e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BPGC直播规划e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B个护清洁品类店长菲菲母婴玩具类店长葡萄食品酒饮类店长张帆居家生活类店长塔塔BOSS天团，王炸现身品类精选，助力优惠XXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//人物介绍e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BXXXXDesignXXXXDesignXXXXDesign//XXXXDesignXXXXDesignXXXXDesign//创意思路迎合元宇宙数字消费的浪潮，打造元宇宙京超概念店，让用户完成沉浸式线上逛京超体验；按照京超产品品类，将概念店分为四大主题场景，根据不同场景进行沉浸式体验及带货；邀请BOSS现身直播间，代表京超官方，以权威角度帮你遴选好货；e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B直播亮点

赛博科技视觉呈现京超概念店上线霸总天团现身好货甄选，钞能力演绎e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B01直播流程0203悬念开头，开启科技之旅制作手机互动效果，一键抵达次元空间，以第一视角开头视频带用户进入概念店铺，打造科技感虚拟直播效果。直播开场，概念店营业主持人带着炫酷特效登场，点亮概念店四大场景，挥动手切换场景，全景展示京超概念店。店长登场，云逛概念店主播带领观众云逛概念店，四大品类对应四大场景，对应场景呈现时品类店长随之登场，进行沉浸式带货展示。e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B04直播流程0506BOSS现身，臻选好货品类BOSS闪亮登场，领取品类主理人身份，帮直播观众遴选好货；霸总发力，有钞能力BOSS作为观众代表，以趣味互动的形式帮观众争取产品折扣价；福利放送，直播收官直播间专属福利开抢（限时秒杀、红包雨、下单有礼）直播完美收官，并引流至站内，引导用户持续关注e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B互动玩法虚拟跑酷boss团比拼虚拟跑酷，沿路设置金币和障碍物，boss们利用手中的VR道具，沿途拾取品类金币，跨过一系列障碍物，可以获得对应品类的优惠折扣。恐怖箱挑战boss团摸恐怖箱，恐怖箱中分别放入各品类的优选商超产品，boss如果摸出来就能获得该商品的优惠，也有恐怖箱中放入蜘蛛玩具等整蛊玩具来增加直播的可看度和娱乐效果。截屏连麦现场截屏抽取幸运观众连麦，BOSS满足其清空购物车心愿，将直播过程中添加到购物车的产品全部免单。e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B场地配置互动区品类区品类区品类区品类区*虚拟场景示意超3000㎡白场自定义+巨幕无影棚【京超概念店】：在绿幕背景下呈现超未来感虚拟街区，简单互动效果实现沉浸式逛街体验；e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88B团队配置执行AE项目细节推进内部需求解读项目资料收集客户对接直播运营货品组成品类规划结构规划陈列规划直播间数据运营流量渠道运营脚本编导商品脚本关注话术脚本控评话术脚本封面场景策划直播间设计规划妆容服饰道具等直播场控直播现场监控直播设备调试直播软件调试后台回复配合数据即时登记反馈推流配合技术支持主播团队带货引导直播节奏把控产品介绍观众互动e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D6934960EE70E88BUGC直播规划e7d195523061f1c09d430b2e086820dbf734666a277b0d4b500BB7A72AB1412ED5183AD7B3816201F88CE1DA88F1BDB3B214B2C038CB098A30603A7C73162896CA56D5F2C85C2877766F9AF7CC3216D751BBBDC9670BEEF19B7C0E96F3046E5A1D06343F1A93D0696CB84D4BB975BDB348EC013942F3FA42011845CE927F8F78D693