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BrandCommunicationPlanSiemens HA Tmall&➊⛎⧩䖤✈Nov.19⻌❩⧩䖤✈猰䪮肅口剣ꣳⰖ侢 -湡䔶-㯮⡤➝絏宠ⴔ區瘻殜錞ⴢ餴彂➝絏呩⢾ⴔ❧ -湡䔶-㯮⡤➝絏宠ⴔ區瘻殜錞ⴢ餴彂➝絏呩⢾ⴔ❧ 10䎃굥ꨍ荝⸂✵嶊餩嶊餩鵂玐⚥涸⥌䜂䊵㯮⡤➝絏 䌐⸔欽䨪❧「⸂䨾腊⿺薴㔵ⰻ剒㥩涸ᄩ餘欰崞鲽匠䧭㽠ᄩ餘欰崞 APP端数据510万+日活用户8.03次日启动次数23.2分钟日均使用时长16.2屏日均屏幕浏览PC端数据2600万+日均PV450万+日均UV11.9分钟日均使用时长数据来源：SMZDM大数据中心 用户年龄分布用户性别分布数据来源：SMZDM大数据中心5.86%9.14%30.05%25.06%20.09%6.93%2.86%75前75后80后85后90后95后00后值得买站内用户年龄分布情况65.2%男性用户34.8%女性用户单身23.6%恋爱30.7%已婚45.7%值友情感状况统计30-40岁之间用户占比75%以上，并且非单身人士居多，用户需求多元化 用户地域分布用户收入分布数据来源：SMZDM大数据中心高知、高收益人群，且主要分布在经济发达的一二线城市6.80%6.80%4.71%3.61%3.50%3.36%3.16%2.61%2.60%1.74%0.00%1.00%2.00%3.00%4.00%5.00%6.00%7.00%8.00%上海北京广州深圳杭州南京苏州成都武汉天津值得买站内用户地域分布情况覆盖21.92%超一线精英用户5.61%17.01%22.42%23.95%14.71%8.43%7.87%3000元以下3001-5000元5001-8000元8001-10000元10001-15000元15001-20000元20000元以上用户收入情况占比55%用户月收入在8000元以上72.55%用户学历本科及以上55.11%大学本科17.44%硕士/博士 2020年销量目标230亿+ 2019年家电交易GMV影响品牌受众传播数（站内+站外）2019年累计商业项目2019年品牌营销收入电脑数码家用电器食品生鲜家居家装服饰鞋包与美的、海尔、松下、博西、戴森、老板电器等国内外家电品牌，均有持续性、大额投放家电品类在什么值得买平台全年交易GMV排名第二什么值得买2019年各品类GMVTOP5 美食内容高互动母婴内容分享购买技巧推荐硬核知识分享旅游温馨记录互动&晒图 -湡䔶-㯮⡤➝絏宠ⴔ區瘻殜錞ⴢ餴彂➝絏呩⢾ⴔ❧ BriefRecapTask:Siemens launch digital campaign with SMZDM-ATL communications (Landing-Siemens HA Tmall；Category-HouseAppliances)TargetAudiences（SiemensHATmall）:Siemens leading consumers,HIGHincome,livingintier1&2cities,aged25-49,married,decorateperiod，customerLABEL：Maternal & childproducts, Pets, Tourism,FoodsCampaignPeriod:DEC.1–DEC.31CommunicationsTheme:GermanCraftsmanship&Double12GiftingCampaign:Both emotional category and rational category have to be included in the communications.Communications Objectives:üTo build the awareness of Siemens that leads to the HA Tmall;üRedefine German Craftsmanship ,make tithe top of mind purchasing consideration to reinforce Siemens`s brand image in home appliances by Influencer and EDITORSELECT（category）Communications Requirement:üContentCommunicationsbyofficial editor , KOL(influencer) , consumers shoppinglistüMandatory Advertising(imagesorvideo)üSearchADS（APP-SMZDM) HACategoryCommunicationinSMZDMSMZDM: AcommunitylinksgoodstoconsumersHA Target Audience in SMZDM :They have own judgment what they want, what`s most appropriatefor themselves, usually 2~6 weeks to understandproduct before theydecide.;They buy home appliance follow others, especially friends or influencer ,structuretheir identity,personality and attitude by consume The product;They don`t own pursuit for material life, also more for spiritualconnotation;WHYSMZDM:Appropriate•Hobbies label:contentfortargetaudience accurately•Memberslots of marketing activities for members•LOCK : precise push consumers who stare at HA category•Sight:officialeditor,HAexpert,enthusiast ̆•Insightfashionable, progressive life, expressive force•assembly : precise push consumers who stare at HA category•Native advertising:differentrolespraisetheadvantagesofSIEMENSinGermanCraftsmanship•Mandatoryadvertisingappearquality of SIEMENS when users want to know or buy some imported HAIdentifiedSpitritual TargetaudienceofSIEMENSHA➊⛎⧩䖤✈Siemens歑䚍欽䨪毛嫱65%80/90た⚹⚺欰崞ᄩ餘銳宠鳅넞昶⸓䩛昶꜂灇涸匧㹐Ⰼ㕂銻渷㢴⚹䊺㭵㹻䏭➃㡦㢴⚹倝䨻鄳⥝⿺罈䨻缺倝⛙✵ⴔ❧餝暟ㄤ⢪欽⡤낉䡦䠑溁♶䡦䠑㼜㽠䊺㭵礵薉➃纈欽䨪涸汥挿欽䨪剒幡嘽猫虊雩濼た㛆肫㙹䋑♴小䲿巛鲮⻊猫虊稇勞Ⱟ곥歑㥎30-40㿨➃纈鲮⻊넞䗞禹礵䊨Ⱙ薴礵薉➃纈呍䗱⠏餘Ⱓ馰➃纈勹㚖♴小 TargetaudienceofSIEMENSHA銯꡶㶩㹻歏㣔枾涸➊⛎⧩䖤✈猫虊瘻殜♲➃纈ծ⚙㹁ぢծ♧굥呔곿劼⠔䎂〵30-49㿨礵薉➃纈-刿ꅾ錠⡤낉⿺❡ᄩ礵牟⟟⧩ᄩ晥⟟⧩ㄤ䗞禹礵䊨〳⟄⡲⚹猫虊呍䗱ⰻ㺂礵薉⠍崵㸽䭽劍荈魧錠錭⿺⢪欽⡤낉欰❡UGC♲絁㙹䋑雩濼넞鲮⻊䊵猫虊䱹「䏞넞鍒Ɀ鲮⻊汥挿示〳㣐ꆀ鲮⻊ꂁざ⤛Ꝉ⟄崞⸓䒸崨㣔枾鲮⻊㹻鄳劍嶊餩罏悶⸂剒넞➃纈㣐ꆀ猫虊ծ㛆肫ծ鲮⻊䲿猫虊嗃Ⰶᄩ晥⥌⟣䏞䭽叻皊㹁ぢ㼆㹻鄳劍欽䨪鳕ⴀ礵鄳巛紩➃纈汥挿䮔䱡欰崞ᄩ餘㘗㹐䨪㼆ず紩ⵆᄩ晥⿺䏅Ꝃ䨔崨95た䎃鲽➃纈鲮⻊䊵95たᄩ晥䘞霟䏞넞⟄95た⠍崵㸽⚹⚺韭欰䙖ッ梡Z傞➿溫㹊霉⟟ⰻ㺂雩濼媯64%➃纈僽㥎欰絕ざ佐紵ծ괃⧩瘝⡲⚹瑲灶ꤑ㹻歏碫湡㢪㟞⸈欽䨪❜⿸䏞鳅넞涸碫湡銻渷㥵鲽㤱礵薉➃纈㹻鄳劍➃纈95た➃纈➃纈-勹㚖㹁ぢ➃纈-㹻鄳劍䨔崨稇勞-⚥䚍⻊ SiemensHATmallCategories旘妴瘻殜㟞⸈㣔枾䏅Ꝃ䒸崨ᄩ䲀瘻殜PGC+UGC欰❡猫虊⚺ᄩ碫瘻殜鳕ⴀ䗞禹礵䊨䗱兰㤛ᄩ瘻殜勹ꥬ畊ᄩ銯꡶㶩瑲灶挿n梡剣銯꡶㶩❡ᄩ䒸崨㼋ぢ⨊✵❩⚎庈麤-銳♧㹁崞⸓佅䭯㟞⸈希禹刕⯕n♸日⚆䗞禹礵䊨䗱兰湱⡃銳鳕ⴀ䊵䒗-銯꡶㶩刿鷓ざᄩ餘欰崞涸䗞禹礵䊨n畀ⰻ銯꡶㶩㡮ꆀ緃㼱ս絑Ⱙվ涸怵結-畊ᄩ⚥⡛畮ᄩ晥涸勹ⵆ鵳遤✲㹊꣥n梡剣ⰻ㺂銳㟞⸈㸽倰ծ字ꢂ㢴ꅾ㡮갉-PGC⿺UGC弓ず〄㡮礵薉➃纈㹻鄳劍➃纈95た➃纈➃纈-勹㚖㹁ぢ➃纈-㹻鄳劍䨔崨稇勞-⚥䚍⻊㟞⸈希禹刕⯕㟞⸈支ᄩ刕⯕ CommunicationStrategyofSIEMENSHATMALL㼭絕䭽撑欽䨪ⴔ絆㖈12剢1傈-12剢31傈鵳遤䎂〵ⰻ孧㔵蠒鸣礵薉➃纈㹻鄳劍➃纈95た➃纈➃纈-勹㚖㹁ぢ➃纈-㹻鄳劍䨔崨稇勞-⚥䚍⻊㟞⸈希禹刕⯕㟞⸈支ᄩ刕⯕⤛Ꝉ崞⸓-㣔枾䒸崨叻皊礵ⲥ䲀鷐♲碫➃纈껷〄崵霉礵薉-ᄩ晥猫虊㹻鄳-⤛Ꝉ곫デ襴㹐95-韭欰䙖⠍崵霉⟟䵂程랾雩儑爙畊ᄩᄩ晥-䒸崨预估展示量：1.54亿预估点击量：162.1万銯꡶㶩ⰻ㺂宕⛉小巤策略路径执行路径 -湡䔶-㯮⡤➝絏宠ⴔ區瘻殜錞ⴢ餴彂➝絏呩⢾ⴔ❧ 双12期间，营造什么样的氛围【礼物】能与【德系精工】整合传播GremanCraftsmanshipGifting 品类方面礼物方面精挑细选，生怕采坑指标太多，一不小心就智商税不同需求，不同选品不一定最好，要最合适...疫情来袭，全家要健康父母不会用家电，小毛病不断子女健康，经常忽视的小细节品牌过多，雷区更多... 这些问题，恰巧是西门子品牌所独具的魅力所在•絑⛉罣欽霃雦ㄤ⸆腊騗馊傞ꢂ♸瑟ꢂ涸戶馊䟝韌•絑Ⱙ霃雦絈蒜ㄤ絑Ⱙ⡤梡♶ず嶊餩罏涸欰崞䙖䏞 结合平台用户的声音，我们建议的主题 PDCPRFPCGPLC絛㹻䏭絛昿嫢烘干、除菌零度、养鲜蒸烤、速享除螨、除菌百年品牌超线产品健康守护 CommunicationStrategyofSIEMENSHATMALL 12.01Week112.07Week212.14Week312.3112.12礵ⲥ䲀鷐➃纈崵霉杝毛⥌䜂㣔枾䒸崨ⰻ㺂小巤PGC-㼭綘礵鷥*1ᄩ晥⟣⸉1ᄩ晥⟣⸉2ᄩ晥⟣⸉3PGC-㼭綘礵鷥+氏期僤劍♲*3PGC-넞畮猖PGC-넞畮猖PGC-㹻歏灇瑕䨾㥩暟嚸支社程䎛デ社程䎛デᄩ晥㖑-㖑䵨䒊䰃肌/嵥㽻爢纈ⴔ〄鴪➃䮋䧶饋⥂䏀5愿俒+5瀊愿俒饋㷍ꣳ㹁-䗞禹礵䊨㣢⫸呥12剢ᄩ晥杝毛餴彂ᄩ碫湬鴪炽䎛랾雩翸ざ⠏⯓ッ梡鴪➃紨珳愿俒碫㘗佐꧋鴪➃紨珳-㯮⡤〿䫐갉碫瀊錠곸佐꧋sug -湡䔶-㯮⡤➝絏宠ⴔ區瘻殜錞ⴢ餴彂➝絏呩⢾ⴔ❧ CommunicationStrategyofSIEMENSHATMALL 12.01Week112.07Week212.14Week312.3112.12礵ⲥ䲀鷐➃纈崵霉杝毛⥌䜂㣔枾䒸崨ⰻ㺂小巤PGC-㼭綘礵鷥*1ᄩ晥⟣⸉1ᄩ晥⟣⸉2ᄩ晥⟣⸉3PGC-㼭綘礵鷥+氏期僤劍♲*3PGC-넞畮猖PGC-넞畮猖PGC-㹻歏灇瑕䨾㥩暟嚸支社程䎛デ社程䎛デᄩ晥㖑-㖑䵨䒊爢纈ⴔ〄爢纈ⴔ〄鴪➃䮋䧶饋⥂䏀5愿俒+5瀊愿俒饋㷍ꣳ㹁-䗞禹礵䊨㣢⫸呥12剢ᄩ晥杝毛餴彂ᄩ碫湬鴪炽䎛랾雩翸ざ⠏⯓ッ梡鴪➃紨珳愿俒碫㘗佐꧋鴪➃崵霉䫐갉碫瀊錠곸佐꧋搜索家电竞品或西门子产品，优先呈现HA天猫商品信息（每月仅限一品牌）PGC传达德系精工与礼物概念，独占心智UGC生产三人群特定场景健康内容
