Product Launch
From Suspense to Spectacle:
From Suspense to Spectacle:
A Review of the Three-Phase Flagship Launch Campaign
Executive Summary:
Facing fierce competition in consumer electronics, Yunji Intelligence abandoned the conventional playbook and built a three-phase "Warm-up — Ignite — Wrap-up" campaign. Through suspense-building from T-14 days, a launch event simulcast across all platforms, and UGC-driven scenario seeding through T+7 days, the first week delivered 250M+ impressions across the web and a record-high reservation conversion rate.
C
Yunji Technology
CloudTrace AIoT
REF: 2025-MKT-LAUNCH
Total Impressions
250M+
Total topic views across the web
Livestream Viewers
800w+
Peak concurrent viewers across all platforms
Conversion Rate
35%
Reservation-to-first-sale conversion rate
01 / Market Context & Strategy
Background: Scarce Attention in an Era of Spec Overload
Smart hardware has become heavily commoditized, and stacking up specs no longer works. Competitors' quick-hit tactics have driven traffic costs up and kept retention low. Yunji needed a new fulcrum between hardcore technology and human warmth.
Core strategy: a dual narrative
Tech track: For enthusiasts: AI computing power and design, establishing flagship credibility.
Lifestyle track: For the mainstream: invisible intelligence and aesthetics, sparking the desire to buy.
02 / Build-up, Launch, Sustain
T-14
Phase 1: Intrigue and Agenda-Setting Anticipation
Mystery-box invitations: Physical coded mystery boxes sent to 100 creators sparked an unboxing wave.
Agenda-setting: Daily teaser posters paired with provocative questions built anticipation.
Agenda-setting: Daily teaser posters paired with provocative questions built anticipation.
T+0
Phase 2: The Spotlight Moment Ignition
Omnichannel broadcast: A simultaneous livestream across 12 platforms, anchored by a TED-style CEO keynote.
Instant reviews: 30+ leading outlets published in-depth reviews at once, dominating trending searches.
Instant reviews: 30+ leading outlets published in-depth reviews at once, dominating trending searches.
T+7
Phase 3: Long Tail and Conversion Conversion Rate
Lifestyle scenarios: Lifestyle creators shared recommendation content woven into everyday aesthetics.
UGC challenge: We launched #MyYunjiLife#, with cashback for purchase posts to fuel viral sharing.
UGC challenge: We launched #MyYunjiLife#, with cashback for purchase posts to fuel viral sharing.
03 / KOL Matrix Strategy
Top Tier 5%
Tone-setting and endorsement
Mid Tier 20%
Community seeding and explainers
KOC / UGC 75%
Authentic word of mouth at scale
Top:
Top creators such as He Tongxue set a premium-tech tone.
Mid:
Home and fashion creators placed the product in real-life scenarios, answering ‘how do I use it?’
KOC:
A wave of genuine user posts filled search results and built momentum.
04 / Brand Assets
Content library
500+ high-quality review videos and articles, forming a lasting traffic pool.
Private community growth
200,000+ users brought into WeCom communities, with sustained engagement.
A signature visual cue
‘Nebula Purple’ became the signature color, sharpening recognition.
