As the first large-scale shopping festival after the epidemic, this "618" is destined to be extraordinary. Especially for the home furnishing industry, which was once regarded as the most difficult "hard nut" to crack on the Internet, it has ushered in a delayed explosion in this 618 and has become the biggest "dark horse".
According to official data released by Tmall, on June 16, just 10 seconds after the opening, the home decoration industry’s turnover exceeded 100 million. From June 1st to 16th, the cumulative number of Tmall home decoration orders increased by 61% year-on-year. In addition, according to 618 data from JD.com, in just 10 minutes after JD.com opened on June 18, over 10,000 bathroom packages were sold for home decoration and building materials. Among them, the turnover of smart toilet all-in-one machines increased by 300% year-on-year, and the turnover of smart bathroom mirrors increased by 300% year-on-year.
From the perspective of brand performance, in this retail breakthrough known as the "battle for blood recovery", Wrigley Bathroom's performance is second to none. Whether it is on Tmall, JD.com, or Suning.com, Wrigley Sanitary Ware dominates the list with its "hard-core" strength in the bathroom field. According to official data released by Arrow Sanitary Ware, during the 618 period, Arrow Sanitary Ware’s omni-channel sales exceeded 600 million, firmly occupying the C position in the bathroom industry, and becoming one of the biggest winners of the 618 Shopping Festival.
In this fierce competition, Wrigley Sanitary Ware's victory impressed the market and brought industry thinking. How should home furnishing companies seize new opportunities and achieve rapid "recovery" during the epidemic? This is inseparable from Wrigley Sanitary Ware’s multi-dimensional innovative marketing model since the epidemic.
Seize the live broadcast trend and break through marketing routines
Although this epidemic has dealt a fatal blow to offline home furnishing stores and stores, it has also catalyzed the rapid growth of the online sales model in the home furnishing industry. Among them, live broadcast has given many home furnishing brands new opportunities, and many brands have tried the new online marketing method of live broadcast to bring goods.
According to incomplete statistics,&lDuring the "618" period, JD Live brought more than 300,000 live broadcasts and invited many superstars and brand leaders to participate in the live broadcast column. Merchants in the kitchen and bathroom brand industry also took advantage of this "live broadcast craze" to build their own They set up a live broadcast room and invited celebrities and their own bosses to bring goods to everyone. For example, Wrigley Bathroom invited the famous debater Fu Seoul from "Qi Pa Shuo" to engage in a high-energy battle interaction with the high-level dual IP team of Wrigley Bathroom. The live broadcast room exploded with fans.
According to official data provided by Wrigley Bathroom, the live broadcast promotion exposure reached 39.82 million. During the 4-hour live broadcast of Wrigley Bathroom, the average live broadcast viewing volume of core official stores reached 600,000+. The number of store visitors on the day of the live broadcast increased by 282% year-on-year. Wrigley Bathroom E-commerce & New Retail Channel’s sales from 0-2 o’clock on June 16 exceeded the whole day last year year-on-year.
Actually, this is not the first live broadcast show of Wrigley Bathroom.
At the beginning of this year, the epidemic swept across the country, and dealers were seriously affected by the epidemic. At this difficult time, Wrigley Sanitary Ware teamed up with dealers across the country to conduct a live broadcast and conducted a nationwide linkage profit sharing, with 22,000+ viewers, 480,000 interactions, and 100+ participating stores , with 1,744 orders transacted, ranking No. 1 in Tmall’s big-name home decoration rankings that day, the response was enthusiastic and attracted numerous fans, leading the dealers out of the predicament.
It is understood that in order to cater to the current mainstream of live broadcasting, Wrigley Sanitary Ware is also actively incubating store shopping guide anchors, allowing shopping guides to become "anchors", allowing them to cultivate their own fan base, and through a series of Innovative measures to explore new channels for live streaming.
Festival marketing is close to the "back wave" and accelerates the rejuvenation of the brand
Not only embraces live broadcasting, in this era of "post-wave" dominance, in order to play with this generation of young people, since the epidemic, Wrigley Bathroom has continued to innovate online marketing methods, such as through Douyin videos have interesting interactions with young people, and the dual micro-synchronous efforts use a way that young people prefer and can understand, and show the youthful and people-friendly attitude of Wrigley Bathroom in the most intuitive way.
MayOn the 9th, Wrigley Sanitary Ware and Suning jointly launched the "Fearless Changes, Love What You Love" super fan day event, successfully shaping the sanitary ware product carnival. During the warm-up period of the event, Wrigley Sanitary Ware fully integrated all online resources. Starting from April 28, through Weibo topic discussions, Douyin video promotion, portal website placement, etc., the event received a large amount of exposure, triggering People paid attention, discussed and retweeted it, increasing the popularity of the event across the entire network.
These thoughtful contents and younger ways of playing have broken the traditional and conservative bathroom brand image in most people's minds, and truly reached the post-85s and post-90s generations who have become the mainstream consumer group in the home furnishing market. During the 24 hours of the Bathroom Products Carnival, Wrigley Bathroom achieved gratifying results, with omni-channel sales increasing by 90% year-on-year. Among them, the bathroom cabinet category increased by 95.85% year-on-year, the toilet category increased by 85.83% year-on-year, and the showerhead category increased by 68.18% year-on-year. %.
Summary: Under the epidemic, behind the impressive data obtained by Wrigley Bathroom Ware are the changes in sales channels and marketing models in the home furnishing industry, which are also the macrocosm of the home furnishing industry. How to seize new opportunities in the post-epidemic era is what every home furnishing brand needs to face. Wrigley Bathroom has adapted to changes, gained insights into new trends, and found new marketing points. Perhaps this is the reason behind its success in the 618 list.
(This article is provided by the enterprise)
