At the beginning of 2020, the sudden epidemic put many industries into difficulties. In the "cold winter" of consumption when everyone is staying at home to fight the epidemic, the cloud economy explodes. How to meet the urgent needs of users for decoration during the epidemic? Jinduo accurately captures the subtle changes in user needs, actively innovates the Internet marketing model, and rides on the online economy and community operations And the early morning bus of the live streaming industry has opened a way out for the terminal home decoration dilemma during the epidemic period.
In March, Jinduo Ceramics joined forces with Tmall, Taobao Live and Douyin the three major platforms to offer major benefits, triggering a convergence effect, achieving all-round and wide-area communication, and increasing exposure.
The first victory of the year x "Stay at home and buy good bricks"
At the beginning of the new year, Jinduo’s headquarters collaborated with nearly 60 regions across the country to launch the “Buy Good Bricks at Home” WeChat blasting campaign, ushering in a marketing success. Sichuan-Guizhou-Yunnan linkage, Guangdong-Guangxi linkage, Zhejiang linkage, Bengbu blasting, Hengyang blasting... Through a series of WeChat marketing promotions, customers from many places like to place orders. At the same time, consumers place contactless deposit orders to lock in event discounts; Jinduo also achieves precise connection between the brand and user consumption needs.
Live broadcast of goods x "Huihuan New Home "Golden Guarantee"
From March 2nd to March 31st, Jinduo Ceramics made a strong presence in Taobao Live, launching the National Anti-epidemic Huge Monthly Activity with the theme of "Huihuan New Home·Golden Guarantee", officially promoting home decoration and building materials brands to shift from traditional sales to Judao turned to a new marketing model on the Internet: online traffic-offline experience and transactions. 30 days of sharing on different home themes. The headquarters live broadcast invited sales masters, design experts and R&D experts to sit down and interact with consumers. The author brings comprehensive and professional product information and provides high-quality home decoration solutions, allowing users to buy with confidence, install with ease, and use with peace of mind.
In order to cover a wider range of user groups, Jinduo initiated“The "I Live Broadcast at Jinduo Headquarters" activity links regional live broadcasts and store independent live broadcasts to help dealers across the country use live broadcast tools to complete online customer flow conversion and obtain new customer flow from Taobao public domain.
On the day of the 315 Quality Home Decoration Festival, Jinduo specially invited the well-known Internet celebrity anchor Cup Cup to be a guest in the live broadcast room to bring goods on-site. By leading fans to visit the exhibition hall, view products, the president’s price, 10,000 yuan red envelope rain, exquisite gifts and other favors Fan welfare has attracted many owners to watch and place orders online.
"Hui Huan New Home, Gold Guarantee" had as many as 70,000+ participants in March, with 2.8 million interactive likes+,
#315 Online flash sale TOP 1 - 90㎡ whole house ceramic tiles for 5,999 yuan
Kol planting grass x shaking in home home festival
From March 12th to March 27th, Jinduo Ceramics will join forces with Douyin and Toutiao, a huge engine, to create a special Douyin special session, and create a large-scale home IP for the "Douin Home Home Festival", which is a marketing in the home industry. A new exploration of patterns.
In order to create an influential home furnishing festival and let us continue to love and protect our homes together, Jinduo specially invited a home decoration expert with millions of fans - the most handsome reviewer on the Internet, "Shi Jingze's Big Cousin" , the director of "renovating a house" who shares good-looking home goods, and the "first stop for decoration" who explores the treasures and performance of ceramic tile products. Through the real-name planting of 3 major KOLs, we recommend good ceramic tiles, and conduct small experiments on product evaluation such as hardness and wear resistance, as well as the renovation of old and dilapidated houses, to achieve online fans of the brand. In addition, Jinduo Ceramics has also linked up with dealers across the country, inviting Douyin friends to unleash their imagination and actively participate in the Douyin super topic #Waiting for You to Make Headlines interaction, giving the brand a "golden guarantee".
Douin Home Furnishing Festival’s exposure reached 300 million times in March+
#Golden Guarantee super topic, played 46.1w times+
In the post-epidemic period when it is difficult to resume work and production, facing the urgent needs of users for quality home decoration, the ceramic building materials industry can be said to be experiencing both crises and mixed blessings. Demand determines the market, which also forces major ceramic companies to make efforts to support existing terminal marketing channels and continue to explore cloud marketing models.
It is not difficult to see that in this cloud shopping carnival, Jinduo, as a senior and well-known ceramic brand, is keenly aware of the live broadcast marketing boom in the Internet era. In line with the consumption trend of the epidemic, from stay-at-home shopping, Taobao live streaming to Douyin Home Festival, the Jinduo brand has achieved three carriages, linking online and offline, starting the brand's journey to break through the cloud, and opening up the Internet in the traditional ceramic building materials industry. The new marketing situation has achieved higher frequency marketing coverage of the brand.
I believe that this extraordinary and uneventful March discount event is, for Jinduo, a bold attempt to attract traffic online, and a transformation from "dialogue between ceramic tiles and people" to "dialogue between people" Conversion is an opportunity to break down communication barriers with users. Jinduo insists on advancing with the times, accelerating the digital transformation of the brand, giving families a commitment to quality, and exploring the road to brand rejuvenation that is closer to consumer needs.
(This article is provided by the enterprise)
