Miravia助力国际品牌在西班牙黑五实现销售爆发 - 精准营销案例解析
2023年黑五战绩辉煌 | Record-breaking 2023 Black Friday Performance
今年是Miravia首次参与西班牙黑五大促，吸引了400+国际知名品牌和西班牙本土品牌参与。包括欧莱雅(L'Oreal)、宝洁(P&G)、双立人(Zwilling)、拉瓦萨(Lavazza)、戴森(Dyson)等20多个国际品牌通过平台的精准营销工具实现了销售爆发式增长。
This year marked Miravia's first participation in Spain's Black Friday sales, attracting over 400 international renowned brands and local Spanish brands. More than 20 global brands including L'Oreal, P&G, Zwilling, Lavazza, and Dyson achieved explosive sales growth through the platform's precision marketing tools.
创新AIPL营销模式 | Innovative AIPL Marketing Model
Miravia为品牌提供独特的AIPL(认知-兴趣-购买-忠诚)运营模式，首次让品牌方能够：
- 清晰追踪用户行为路径
- 分析影响转化的关键环节
- 实现长期用户触达与沟通
Miravia provides brands with a unique AIPL (Awareness-Interest-Purchase-Loyalty) operation model, enabling brands to:
- Clearly track user behavior paths
- Analyze key conversion factors
- Achieve long-term user engagement
全渠道流量覆盖 | Omnichannel Traffic Coverage
Miravia整合了线上线下全渠道资源，包括：
电视广告 | 户外媒体 | 数字展示 | 社交媒体 | KOL营销 | 线下活动
Miravia integrates online and offline omnichannel resources, including:
TV ads | OOH media | Digital display | Social media | KOL marketing | Offline events
品牌成功案例 | Brand Success Stories
拉瓦萨咖啡(Lavazza)：黑五期间新客增长3.1倍，11月24日当天跃居咖啡品类第一
Lavazza Coffee: 3.1x new customer growth during Black Friday, ranked #1 in coffee category on November 24
欧莱雅(L'Oreal)：4天内新增百万曝光，加购率提升2.84倍，转化效率提升4.8倍
L'Oreal: 1 million new exposures in 4 days, cart addition rate increased by 2.84x, conversion efficiency improved by 4.8x
宝洁(P&G)：旗下欧乐B品牌交易额增长9倍，付费流量贡献1/3销售额
P&G: Oral-B brand achieved 9x GMV growth, with paid traffic contributing 1/3 of sales
未来发展方向 | Future Development
Miravia将持续发挥阿里巴巴集团的数字技术优势，重点发展：
- AI驱动的智能投放工具
- 商家运营效率提升方案
- 代运营商生态建设
Miravia will continue leveraging Alibaba Group's digital technology advantages, focusing on:
- AI-powered smart advertising tools
- Merchant operation efficiency solutions
- Ecosystem development with TP partners
此次黑五的成功证明了Miravia平台在西班牙电商市场的精准营销能力和流量价值，为国际品牌开拓欧洲市场提供了高效渠道。
The success of this Black Friday demonstrates Miravia's precision marketing capabilities and traffic value in the Spanish e-commerce market, providing international brands with an effective channel to expand in Europe.
