In the Russian and Eastern European markets, OZON has emerged as a critical platform for mobile and 3C (Computer, Communication, and Consumer Electronics) brands expanding globally. However, for brands launching a new product on OZON for the first time, achieving data verification, brand seeding, and sales conversion within a short cycle remains a high-difficulty challenge.
Based on a real-world ZBANX case study, this article analyzes how a leading domestic mobile phone manufacturer achieved remarkable results—an ROI of 7 and a GMV of 490k—during their new product launch period through a combination of Strategy Optimization + Influencer Livestreaming + Advertising Synergy.
I. Client Background: The Challenge of a “Platform Debut” for a Top-Tier Brand
Client Profile
- Brand Type: Leading domestic mobile phone manufacturer
- Project Type: New Product Launch on OZON
- Project Budget: 80k+
As a mature brand, the client possessed extensive advertising experience on other mainstream platforms. However, their debut on the OZON platform still faced significant uncertainty regarding performance and execution.
II. Launch Pain Points: Bottlenecks in Data and Execution
1. OZON Debut: Significant Data Tracking Deviations
- Complex Conversion Paths: User journeys were fragmented.
- Low Data Accuracy: Key metrics lacked precision.
- Decision Inefficiency: The inability to rapidly evaluate ad performance hindered timely decision-making.
2. Low Sample Receipt Rate: Severely Limited “Seeding”
- Sample Receipt Rate < 50%: Logistics issues meant fewer influencers received products.
- Content Shortfall: Insufficient output from influencers.
- Exposure Gap: The density of “seeding” content (reviews/endorsements) during the initial sales period was inadequate.
For a new product launch, which relies heavily on early-stage buzz volume, failing to resolve these issues quickly would have directly impacted initial sales performance.
III. ZBANX Solution: Systematic Reconstruction of the Launch Phase
1. Strategy Adjustment: Leveraging Historical Data for the “Cold Start”
ZBANX prioritized the use of historical AE (AliExpress/Advertising Effectiveness) data:
- Analyzed past performance in similar markets and categories.
- Supplemented the plan with high-certainty new inventory placements.
- Mitigated the risk of data volatility during the initial investment phase.
By correcting the strategy at the planning level, we laid a stable foundation for subsequent execution.
2. Offline Event Livestreaming: Rapidly Filling the Exposure Gap
To address the low sample receipt rate, ZBANX moved beyond simple product seeding and introduced Offline Event Livestreaming as the core breakthrough.
Execution:
- Invited 5 Vertical Influencers: Experts in the tech niche.
- Synchronous Participation: Influencers attended the offline product launch event.
- Real-Time Output: Conducted on-site livestreams and content creation.
Livestream Performance:
- Impressions: 400K+
- Clicks: 8K+
- Direct Orders: 120+
This strategy effectively compensated for the lack of pre-produced content during the early launch phase while significantly enhancing brand authenticity and trust.
3. Advertising × Marketing Strategy Synergy Upgrade
Once the content and exposure foundations were established, ZBANX systematically adjusted the ad delivery strategy:
- 3.1 Extend the Campaign Duration: Covered the entire new product launch cycle to avoid performance fluctuations caused by short-term, concentrated spending.
- 3.2 Focus on Core SKUs and Key Regions: Precise selection of hero models and budget concentration in high-potential national markets.
- 3.3 Sync Image + Video Ads: Used videos to build brand awareness and images to reinforce product selling points, creating a dual-format synergy to drive overall heat.
IV. Marketing Results: Exceeding Expectations Across Core Metrics
Under ZBANX’s holistic strategy execution, the project achieved significant results during the launch cycle:
Core Data Performance
- Impression Completion Rate: 113%
- Click Completion Rate: 114%
- Total Orders: 1,900 Orders
- ROI: 7
- GMV: 490k
With a budget scale of 80k+, the project realized high conversion efficiency and established a replicable growth model.
V. Case Insights: Key Success Factors for OZON New Product Launches
Through this project, ZBANX has summarized three core pillars for success on the OZON platform:
- Initial Investment
≠=Trial and Error: Historical data is the critical leverage point for a successful cold start. - Pivot When Seeding is Stalled: When product seeding is limited, livestreaming is the fastest way to bridge the exposure gap.
- Holistic Ad Strategy: Advertising must serve the rhythm of the entire launch, not just seek isolated conversion points.
VI. ZBANX: Your Global Marketing Partner for New Product Growth
We have successfully assisted numerous brands in 3C, Smart Hardware, and Consumer Electronics:
- Complete “Cold Start” platform launches.
- Build synergistic models combining Influencers + Advertising.
- Achieve a simultaneous explosion of brand awareness and sales volume during the launch phase.
