From 0:00 on November 1 to 24:00 on November 11, the transaction volume during the "2020 Tmall Double 11 Global Carnival Season" exceeded 498.2 billion yuan, and the cumulative order amount during the "JD 11.11 Global Love Season" exceeded 271.5 billion yuan This year's "Double 11" home furnishing consumption growth is outstanding, and consumers have huge demands for quality and service; Wrigley Home Furnishing, a representative brand in the home furnishing field, has achieved new breakthroughs in the 2020 Double 11 event.
It is reported that during the Double Eleven period, the sales of Wrigley Bathroom throughout the entire network reached 792 million yuan. In the first wave of Double Eleven, During the event, the overall sales of Wrigley Home Furnishing core official stores as of 22:00 on November 1 exceeded the whole day of November 11 last year. In the second wave of events, the sales of Wrigley Bathroom throughout the entire network in the 19 minutes starting on November 11< span style="color:#e74c3c">Breaking through 100 million yuan, handing over the first report card; on the industry list from 0:00 to 12:00 on November 11, Wrigley Bathroomretains the top spot in Tmall Double 11 bathroom hardware category; as of 23:59 on November 11, Wrigley Bathroom retains the top spot in Suningyi The first place to buy sanitary ware. In addition, the event live broadcasthad a total of 1218w views, 1030w interactions, and 2974w short video exposures, 1,000+ offline stores participated in the live broadcast event.
Data source: Yibang statistics, Tmall business consultant, Suningyi Purchase
In the fierce brand war on Double 11, Wrigley Home Furnishings, a representative in the home furnishing field, joins hands with Olympic champion Zhang Jike and musical talent Yan Yidan to dominate the screen with a different smart lifestyle; at the same time, it combines live broadcasts, short videos, and celebrities It has achieved marketing resonance through various forms such as grassroots, word-of-mouth evaluation, and new retail that integrates online and offline. It not only refreshed the Double 11 record, but also continued to lead new marketing in the home furnishing industry.
1
Variety show interaction + scene-based live broadcast
Innovative online shopping experience gets off to a good start during Double 11
On October 17, Wrigley Home Furnishings officially announced that Olympic champion Zhang Jike has become its product recommendation officer. Subsequently, Wrigley Home Furnishing released the topic #Olympic Champion Bathroom Conjecture# on its official Weibo based on Zhang Jike’s product selection criteria as an Olympic champion. From the three standards of quality, reputation and appearance, it explains the high compatibility between Wrigley Home Furnishing and Zhang Jike's image of high quality, good appearance and good reputation. Taking advantage of Zhang Jike's Weibo popularity, it has inspired widespread attention among fans.
On November 1st, Wrigley Home Furnishings and Zhang Jike presented a "Boss+ Champion Variety Show Interaction" on platforms such as Tmall, JD.com, and Suning.com with the theme of # meet arrows. The situation is not "ke" blocked # The innovative live broadcast of "Scenario-Based Home Space", the total exposure of live broadcast promotion reached 48.10W.
In the preliminary warm-up of the live broadcast, the lively and interesting short video has received tens of millions of views. First of all, the "Super Fight" team composed of Wrigley Home Boss Team and Zhang Jike. Table tennis is the main theme, and the dynamics of playing table tennis provide consumers with a comprehensive interpretation of Wrigley home products, discounts, service experience, consumer interaction and other "super playing" dimensions, and unlock Wrigley home wisdom for consumers in an interesting and easy-to-understand form. Bathroom life; another short video is in the form of the popular secret room decryption, giving consumers a sense of immersion and a sense of accomplishment in unlocking the secret room and obtaining benefits.
Click to view the video
Click to view the video
Scenario-based theme home space intuitively displays product functions. The live broadcast room has created three theme spaces: "Yu Jian Warm Winter Pavilion", "Yu Jian Love Pavilion" and "Yu Jian Clean Pavilion". According to different live broadcast audiences, authoritative celebrities were invited to provide online popular science bathroom purchasing guides; beauty makeup Master and Bao Ma launched the "Bathroom Complaint Conference", sharing real bathroom experience, so that everyone can have a more comprehensive understanding of the happiness of life brought by bathroom renovation; at the same time, newlyweds were also invited to share tips on bathroom decoration in new homes, etc. It can be said that It is the coexistence of practical goods and entertainment that establishes a strong connection between products and consumer needs.
BOSS+ champion combination, interactive variety shows with live broadcasts for non-stop fun. Zhang Jike appeared in the live broadcast room as a product recommendation officer and collaborated with Wrigley Home Furnishing's "BOSS Team" on the same stage to share from an athlete's perspective how good home and bathroom products can improve the happiness of life. In terms of interaction, Zhang Jike showed champion wisdom in the fancy word guessing of "You draw and I guess"; he also used a shower head as a racket to compete with Wrigley Home Furnishing's "BOSS Group" to show off his championship skills, vividly reflecting the product value, and also drew "Zhang Jike Limited Edition" online Shower gift box" and other super benefits. Through the dual interaction of emotion and welfare, "champion" fans are successfully transformed into brand fans, and consumers' sense of identification with the brand is deepened.
On the evening of November 10th, a 34-hour live broadcast with the theme of "Hunting for treasure with an arrow, searching for the world with a sword" was launched. The Wrigley Bathroom BOSS team transformed into treasure-hunting experts and live-streamed the treasure hunt. Continue to seize Double Eleven traffic with contextualized scenarios + data-based discounts and benefits.
In an era where content is king, Wrigley Home Furnishing breaks the traditional form of live broadcast to bring goods, fully demonstrates product value and quality experience, creates popular hot products, is more suitable for the home furnishing industry with non-impulsive consumption, and also establishes the high-end trend of Wrigley Home Furnishing , international brand image recognition.
2
Focus on product experience marketing
Fan interaction taps traffic value
In addition to recommending popular products through Zhang Jike's live broadcast cooperation, Wrigley Home Furnishing also launched a series of "Inspiration Bathroom" visual blockbusters during the Double 11 period with product experience officer Yan Yidan based on the in-depth experience of bathroom space to better interpret In order to achieve "life wisdom", it also undertakes the live broadcast effect to complete product planting.
Yan Yidan is a well-known film and television golden song queen. She once revealed in an interview with NetEase Cloud Music that she loves bathing in the bathtub, and many musical inspirations are also closely related to the bathroom. Wrigley Home Furnishing combines Yan Yidan's characteristics of understanding and loving life with her image as a talented music creator to create a "music-inspired bathroom" visual blockbuster. Textured pictures and inspired copywriting combined with product features highlight the high taste and inspirational experience of the product, conveying to consumers that Wrigley Home Furnishing can bring high-quality enjoyment, inspire life inspiration, and allow you to regain your love for life. Complete grass planting and drainage.
The visual blockbusters of Wrigley Home’s “Inspiration Bathroom” series, through the two-way interaction between Yan Yidan’s personal Weibo and Wrigley Home’s official Weibo, have formed the popular topic # meet arrows·Miaoyike“Yan”#. Yan Yidan shared her experience of Wrigley Home's bathroom space through Weibo to inspire her creativity, and delivered Wrigley Home's high-quality, beautiful, and humanized smart home experience to consumers. Use your own influence to create topics, drive fan groups to pay attention to the brand, and break through the circle to once again complete communication and coverage.
3
Online and offline integration
Linked live broadcast of hundreds of cities and thousands of stores
If store online live streaming is the regular track for Double Eleven activities, then offline store shopping guide live broadcast linkage is undoubtedly the track for catching up and surpassing Double Eleven events. Wrigley Sanitary Ware’s "carnival in hundreds of cities, simultaneous broadcast in thousands of stores" The theme of the Thousands of Stores Live Broadcast Carnival was launched, which effectively combined people, goods, and places, realized scene reconstruction, and promoted interactive consumption. It is understood that the live broadcast was led by the headquarters and was launched in 1,000+ stores across the country. It will be launched on November 1 and The "Tmall 8:00 Night Welcome" event will be held on November 11 to close the relationship with consumers, continue to increase online and offline consumption power, and maximize the conversion of traffic.
4
In-depth word-of-mouth cultivation + experts visiting stores
High-quality content attracts online and offline traffic
After deeply exploring the value of stars and creating popular items. In the consumer decision-making stage approaching Double 11, Wrigley Sanitary Ware deeply penetrated into consumer social scenes through Weibo, WeChat, Douyin, Xiaohongshu KOL recommendations, and Jiguo.com’s professional evaluations, forming a closed marketing loop. Weibo KOL takes over the early topic spread, digs into product functions and experience highlights, stimulates users' purchase intention, and directly attracts traffic to the e-commerce platform; Xiaohongshu home good product recommendation expert and fashion home decoration expert visit the store offline to share product experience , home shopping experience, and store service experience, while accumulating word-of-mouth, attracting more traffic to the store.
At the same time, it has joined forces with Jiguo, a global product recommendation platform, to strongly endorse product quality and value through the professional reputation of the platform's professional evaluators. Among them, users including senior smart technology experts, professional doctors, etc. conducted in-depth evaluations of home experience in aspects such as intelligence and health, forming a real user reputation and enhancing more users' trust in the product.
After word-of-mouth content has penetrated into the target user group, Wrigley Home has used big data to accurately locate potential customers, strongly boosted product exposure through WeChat Moments ads, Weibo Fans, etc., combined with Double 11 discount content to inspire users Willingness to “pull weeds”. At the same time, the one-click experience of directly accessing the e-commerce purchase page can efficiently and conveniently drive consumers to place orders and complete the last wave of traffic conversion.
Wrigley Bathroom uses the triple strategy of celebrity live broadcast + digital marketing + new retail to influence different consumer groups through online and offline integration, starting from consumer scene experience and segmented needs, to purchasing habits of products and services. Wrigley Bathroom's 2020 Double Eleven has not only contributed to an explosion in sales, but also achieved a further deepening of the brand image. It is a successful case of integrating product and sales, bringing new marketing ideas to the home furnishing industry.
In fact, the battle report after the carnival is more than superficial data. Brand competition is becoming increasingly fierce. How to unlock new marketing?, new models, new ecology, inspiring industry marketing ideas and providing a complete set of solutions are the better destination for Chinese home furnishings. Where is the new future of digital home? We have to continue exploring.
