Text/maoran
While chatting with people in the ceramic industry recently, I feel that many people have realized the "true meaning" during the "retreat period" of the COVID-19 epidemic.
Such as:
“Nowadays, the dealers of the younger generation (those born around 1985) basically have a professional background. A dealer with some strength must have a certain network of contacts. The so-called channels are actually It’s connections ”
——Interview with Chen Yan of Suzhou Xinruncheng Ceramics
“No matter how marketing activities appear, they actually require the company to have a set of words to sell bricks and give others a reason to buy bricks. It has been popular for several monthsOnly if live marketing is turned into a movie can it attract everyone to watch."
——Zhang Enming, Tongli Marble Tile Market Brand Director
“Future companies will not be able to meet their own development just by having money or products. Future success must be to establish a platform to allow more people to participate.The future is not an employment relationship, but a cooperative relationship. The future is not information conservation, but information sharing. Let more consumers benefit and more employees benefit, so it is not just integration, but also deeper. Only through layered integration and greater openness can we cater to this new era, and the first wave of urban partners have signed.”
——Suzhou Laideli Ceramics Zou Guohong
……
As for the live broadcast marketing that has been crazy for several months, major ceramic companies have begun to look at it rationally. The author once wrote in "A live broadcast successfully attracted 290 million+ fans to watch. What’s the secret? "The article stated: A staff member of the planning department of a listed ceramic company used three words to describe his current attitude towards live broadcast marketing - "not superstitious".
The above-mentioned "not superstitious" ceramic companies have started to "not follow the trend" since March, but many ceramic companies will still use the May Day node to conduct another round of live broadcast marketing activities. Therefore, to say that many ceramic companies return to "rational" marketing in May, it has to do with the May Day holiday and after the May Day holiday.
Qianghui Ceramics(Live → Terminal)
During the May Day holiday
——Private domain traffic fission + live broadcast explosion
On the evening of May 2nd, Qianghui Ceramics held a May Day live broadcast promotion, making full use of the May Day holiday, through the private domain traffic fission + live broadcast blasting innovative model, to distribute huge brick purchase benefits to the majority of workers, and finally sold 220,000 + viewers, live broadcast room orders 3325 orders, total orders 6673 orders ended successfully. The event has four major highlights: ① Fission propagation, energy storage blasting; ② Factory trading, huge profit sharing; ③ Fancy gameplay, easter eggs Constantly; ④ Surprised by the affordability and respected by the quality (The weight of 2.6 tons is directly rolled on the ceramic tiles. The simple and crude test method shows the hard-core performance of the ceramic tiles).
After the May Day holiday
——Group business trip to the terminal to meet customers
Qianghui Ceramics collective business trip starts @"Declaration"< /span>
Huiya tiles (Live Broadcast → New Products)
During the May Day holiday
——"Big brand big move live show"
On the evening of May 2, Huiya Tiles once again brought major benefits to many fans. A national live broadcast event titled "Big Brand, Big Action, Live Show" set off a shopping spree between Huiya Tile and consumers in just 1.5 hours. During the live broadcast, good news spread frequently from various places, and there were more and more events in the live broadcast room. It's got rave reviews. There are three reasons for the praise: 1. Real benefits;Created a series of value-for-money surprises for fans to "decorate a new home"; ② It was really awesome. A total of 100,000 yuan in cash red envelopes were distributed during the 1.5-hour live broadcast, and there were also more than 100 exquisite gifts, including sweeping robots and toilets. , basin, ultrasonic electric toothbrush, hair dryer, etc.; ③True quality, Huiya Tile’s two anchors personally inspected the tiles for fans on the spot. Whether it is the Huiya Tile Live Brick Shopping Festival on March 15, the Huiya Tile Good Shopping on March 22, or the big brands, With big events and live shows, Huiya Tile continues to add value to dealers with a high sense of responsibility.
After the May Day holiday
——New product launch, single store activities
Huiya Tile Planning Department staff said: After the May Day national live broadcast event, our promotion and sales colleagues are now going offline to carry out single store (region) activities; in addition, 400×800㎜ full-body marble tiles The new product will also be launched on May 12. Its advantages are: ① "all-ceramic brick body"; ② 7.6mm thin brick body; ③ no need to cut the wall; ④ overall texture enhances the "real stone feel" of the product from the inside out. . (The article "A friend asked a basic question when buying bricks, how should Guangdong brick sellers answer?" also mentioned: In addition to the tuyere product of slate, there are currently many products on the market. The most popular one is the 400×800㎜ medium plate. )
Huiya Tile New Product Poster
Xinzhongyuan Ceramics(factory price increase → designer empowerment）
During the May Day holiday
——Zebracang × Xinzhongyuan Factory Tour
As of May 2nd, Zebracang’s first factory tour - the April Quality Home Decoration Festival large-scale preferential event of "National Live Broadcast to Rob the Factory·Earn Only 1 Yuan for Building Materials" has come to a successful conclusion (on April 11th, quality smart toilets, 4 Meiduo integrated stove on April 18th, Anxin Flooring on April 25th, Xinzhongyuan Ceramics on May 2nd). The event lasted for a month, using a combination of online and offline forms, implementing headquarters operations and transparent factory live broadcasts, taking everyone to "cloud tour" of front-line products such as quality smart toilets, Mido integrated stoves, Anxin Flooring, and Xinzhongyuan Ceramics. In the assembly line workshop, you can fully understand the entire production process without leaving home; behind the real products are transparent prices. In the live broadcast room, the factory sells products at a high price, allowing users to make rational purchases. The four live broadcasts have been watched by 2 million people, and more than 10,000 orders have been placed.
Zebra Warehouse & Xinzhongyuan Factory Live Broadcast Poster
After the May Day holiday
——Guangzhou Design Week × New Zhongyuan dry goods are coming
"China Design Star" was jointly launched by Guangzhou Design Week and Xinzhongyuan Ceramics in 2015, aiming to provide a growth platform for young designers to learn and communicate, covering Star Campaign, Star Academy, Star Media, Star Venture Capital, The five major sections of Star Charity build a comprehensive ecological system to help young designers grow. This time, with the help of online live broadcast sharing course content, 8 lectures by 8 instructors will be launched, which will last for one month. (According to marketing personnel in the ceramic industry: the epidemic has changed the training methods of ceramic companies, and online live broadcast has greatly reduced costs. This is the largest online live broadcast. )
"China Design Star" 8 instructors online sharing session poster
Mona Lisa Tile(JD Live → Thousands of Cities and Stores)
During the May Day holiday
——Official JD flagship store live broadcast
From May 4th to 8th, the main activities promoted by the Mona Lisa ceramic tile brand are the "Tea Party" at the JD flagship store, “Visit the exhibition hall”, “coupon” and other live broadcasts.
Mona Lisa Tile JD flagship store live broadcast
After the May Day holiday
——"Thousands of Cities and Tens of Stores" × Midea Smart Home Appliances
From May 11th to 31st, Mona Lisa Ceramics "joined hands" with Midea's smart home appliances to form the "strongest CP" for summer home decoration, launching a "whole-network, all-category, all-category, all-network" campaign with the theme of creating "life aestheticians" "Omni-channel, all-region" joint promotion promotion. Based on user experience, the event will jointly provide one-stop ceramic tile and home appliance solutions for the whole house, bringing consumers a worry-free home decoration experience in summer. Ceramic tiles + home appliances have launched a real "Super 99 Yuan Co-branded Privilege Card" discount - you only need to pay 99 Yuan to enjoy five great value privileges. The specific usage rules are also directed to the exclusive stores of each brand.
Hand in hand with Midea’s smart home appliances “Thousands of Cities and Tens of Stores” event poster
……
In addition, after the May Day holiday, brands such as Langjing Sanitary Ware, Li Home Ceramics, Grace Ceramics, Monte Carlo Ceramics, etc. have launched live investment fairs. Zhao Dan, director of the ceramic tile planning department of Li Home Furnishings, said: The real operation of corporate investment requires salespeople to go to the terminal and go through a round of promotion work before it can be carried out online. In April, a small number of ceramic brands in the ceramic industry held a "successful" (large number of contracted customers) investment fair through online live broadcast. According to the organizer of the event, The three-party company revealed that the success of the online investment promotion activity was mainly due to the fact that the deposit was only 3,000 yuan, the target group was distributors (low threshold), and samples were sent to the market and other affordable conditions.
Next, will there be a surge of investment in online live broadcasts? What factors should companies consider for this model? Welcome to leave a message to express your views!
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