B站唯品会发布“唯火计划” 监测B站到唯品会种草效果

This article details the "Wei Fire Program" collaboration between Bilibili and Vipshop, offering practical insights for tracking the conversion effectiveness of "grass-planting" (product seeding).

1. The program tracks key conversion metrics from Bilibili to Vipshop, including brand UV, search UV, and order UV, helping users assess the impact of their content.

2. It enables remarketing to the traffic driven from Bilibili, allowing for targeted follow-up ads both on and off Vipshop to optimize the user conversion path.

3. Vipshop's marketing platform provides detailed analytics—such as exposure sources, user profiles, and navigation paths—facilitating data integration into brand-owned channels and competitive analysis.

4. The platform measures key costs like cost-per-store-visit, cost-per-new-customer, and cost-per-order, displaying total spend and influencer procurement costs for easy review.

5. Compared to Bilibili's Hua Huo platform, Vipshop offers more granular conversion data, including store visits, searches, and orders.

6. Vipshop provides a limited-time incentive: 10% to 20% of a merchant's total spend in the Wei Fire Program is returned as a bonus to their marketing account.

7. Success cases include Bilibili fashion influencers Yingwuli and Coco_koukou_, who generated over 10 million RMB in sales; during the 618 shopping festival, GMV for apparel and accessories grew 382% year-over-year.

8. Bilibili now allows direct "blue link" jumps from comments to Vipshop, simplifying the user conversion process.

This article focuses on brand marketing and user behavior insights, highlighting the value of the Bilibili-Vipshop collaboration for brand building.

1. New marketing channel: The Wei Fire Program enables "grass-planting" on Bilibili with tracking of conversion metrics like brand UV and search UV, optimizing marketing efficiency.

2. Channel development: Direct "blue link" jumps to Vipshop simplify the path from discovery to purchase, boosting conversion rates.

3. User behavior analysis: Vipshop's marketing platform analyzes exposure sources, user profiles, and navigation paths, helping brands understand consumer trends and preferences.

4. Consumer trend insights: The apparel category shows strong growth on Bilibili, with 618 GMV up 382%, indicating high demand; successful cases like influencers Yingwuli and Coco_koukou_ generated over 10 million RMB in sales.

5. Incentive policy: Vipshop refunds 10%-20% of spending as a bonus, reducing marketing costs and supporting product development investment.

6. Competitive analysis: The platform's data沉淀 capabilities allow brands to benchmark against industry trends and adjust pricing and competitive strategies.

This article interprets policies, opportunities, and actionable insights, providing growth strategies for sellers.

1. Policy interpretation: Vipshop's limited-time incentive refunds 10%-20% of Wei Fire Program spending as a bonus, lowering seller costs.

2. Growth market opportunity: The apparel category's rapid growth on Bilibili (618 GMV +382%) allows sellers to capitalize on shifting consumer demand.

3. Collaboration method: Partnering with Bilibili via the Wei Fire Program enables conversion tracking, supports "blue link" jumps and remarketing, and optimizes campaign management.

4. Actionable insights: Learn from successful influencer cases like Yingwuli and Coco_koukou_ (sales over 10 million RMB) and apply their models to your business.

5. Support policies: Bilibili is recruiting merchants in fashion, beauty, and home categories with live-streaming incentives; sellers can participate to gain resources.

6. Positive impact: Vipshop's marketing platform provides cost data and user analytics, helping sellers mitigate risks and improve operational efficiency.

7. Opportunity alert: Bilibili executives emphasize partnerships with platforms like Vipshop, enabling sellers to leverage new business models.

This article reveals product demand and digitalization insights, highlighting commercial opportunities for factories.

1. Product production and design demand: Apparel is the core collaboration category, with strong demand (618 GMV +382%); factories can optimize supply chains.

2. Commercial opportunity: Participate in the Wei Fire Program to secure orders through Bilibili's influencer-driven sales model, as seen with Yingwuli and Coco_koukou_.

3. Digitalization启示: Vipshop's marketing platform provides data on exposure sources and user profiles, helping factories analyze consumer trends to guide production.

4. E-commerce collaboration: Bilibili's merchant recruitment in the fashion category, combined with the spending refund incentive (10%-20%), lowers costs for factories.

5. Case启示: Successful sales cases demonstrate market potential; factories can learn to integrate marketing platforms to optimize supply chains.

This article showcases industry trends and solutions, introducing new technologies to address client pain points.

1. Industry trend: E-commerce platforms are deepening collaborations, like the Bilibili-Vipshop Wei Fire Program, emphasizing data monitoring and "grass-planting" conversion.

2. New technology: Vipshop's marketing platform offers detailed conversion tracking, including brand UV, cost metrics (e.g., cost-per-store-visit), and user profiles.

3. Client pain point: The program addresses the challenge of measuring "grass-planting" effectiveness by enabling end-to-end tracking from Bilibili to Vipshop and remarketing.

4. Solution: The platform provides one-click access to cost data (total spend, influencer costs) and features like "blue link" jumps to optimize conversion.

5. Trend case: The apparel category's 382% growth on Bilibili and influencers generating over 10 million RMB in sales offer models for service providers to develop new tools.

This article focuses on platform demands and latest practices, offering operational management insights.

1. Merchant demand for platforms: Sellers require precise conversion tracking; the Wei Fire Program provides data on brand UV, search UV, etc.

2. Platform's latest practices: Bilibili's Wei Fire Program collaboration supports "blue link" jumps and remarketing; it has launched merchant recruitment in fashion and beauty.

3. Platform recruitment: Bilibili offers live-streaming incentives for influencers to attract merchants; Vipshop refunds 10%-20% of spending as a bonus.

4. Operational management: Vipshop's marketing platform沉淀 metrics like store visits and searches, facilitating analysis of user navigation paths and risk mitigation.

5. Collaboration case: Bilibili executives emphasize partnerships with Vipshop; the 618 festival's 382% GMV growth in apparel offers lessons in resource integration.

This article reveals new industry movements and business models, providing policy启示.

1. Industry动向: Bilibili's e-commerce expansion includes the Wei Fire Program with Vipshop to monitor "grass-planting" conversion, reflecting platform integration trends.

2. New problem exploration: How to effectively track cross-platform data (e.g., cost-per-store-visit from Bilibili to Vipshop); Vipshop's platform offers more granular metrics.

3. Business model analysis: The collaboration integrates marketing and sales, supporting "blue link" jumps and remarketing; the incentive policy (10%-20% spending refund) may influence industry practices.

4. Policy启示: Vipshop's marketing platform沉淀 user data for competitive analysis; researchers can assess compliance implications.

5. Case study: Influencer cases (Yingwuli, Coco_koukou_) and the 618 apparel GMV growth of 382% provide empirical data supporting industry observation.