Just like no one could predict that the Spring Festival of 2020 would start with a sudden epidemic, no one could imagine that JD.com 618 would transform from an ordinary Shopping day has evolved into a nationwide shopping carnival that lasts throughout the month.
Perhaps due to the impact of many external environments such as the epidemic, during this year’s 618, the home decoration and building materials branch of JD Home was full of enthusiasm. According to data from JD.com, the overall building materials category transaction volume increased by 100% year-on-year in the first 30 minutes of June 18. Driven by the "Bathroom Revolution" campaign launched by JD.com, more than 10,000 bathroom packages were sold in home decoration and building materials. Among them, the smart bathroom products category increased year-on-year by 100%. An increase of 300%, and the transaction value of shower rooms increased by 450% year-on-year. The growth of the data is staggering.
As the champion in the home building materials category last year, Wrigley Bathroom once again topped the list and became one of the biggest winners of the 618 Shopping Festival.
Wrigley Sanitary Ware hits a new high in e-commerce data
According to official statistics, the total exposure of Wrigley Bathroom's 618 live broadcast promotion was 39.28 million, and its omni-channel sales exceeded 600 million. After becoming the double champion of Tmall and JD.com industry brand rankings in 2019, it once again ranked first in the industry and created data new high.
This time's reelection is not a repeat of last year's success. According to official information, this year’s 618, Wrigley Bathroom no longer only focuses on the sales and promotion of single products, but instead creates the “615 Healing Room Super Talk Live Broadcast Event” with the theme of “shooting arrows against boring life”; the entire In addition to inviting celebrity celebrity Fu Seoul and executives of Wrigley Home Furnishing Group to have a "topic battle", the event also connected to Weikai Laboratory to conduct on-site evaluation of Wrigley Bathroom's latest black technology products, and invited users to "renew&ldqu"o; home.
This kind of interesting interactive content also allows live broadcasts to no longer stick to simple "product promotion", but to use young people's favorite way to achieve equal dialogue between brands and users. While achieving product sales, use A more fashionable and down-to-earth way empowers the brand and allows users to transform from simply purchasing products into "tap water" for the brand; thereby enhancing their loyalty to Wrigley.
In addition to innovating in content, how to allow users to watch live broadcasts more easily and freely has also become the focus of Wrigley Bathroom; therefore, the brand innovatively set a precedent for simultaneous live broadcasts on all platforms at this shopping festival - users You can watch and place orders at the designated stores of Wrigley Bathroom on the four major platforms of Tmall, JD.com, Suning.com and Douyin at the same time. The average number of views in the core official stores has reached 600,000+, and the number of visitors has also increased by 282% compared with the same period last year, achieving True "unbounded" live broadcast.
Innovative interactive live broadcast + "unbounded" viewing has become the guarantee for Wrigley Sanitary Ware's "sudden emergence" in June when live broadcasts are rampant.
Subvert tradition and break e-commerce "routines"
Although the epidemic has triggered the "national live broadcast" era in advance, for Wrigley Sanitary Ware, which has already "entered the market"; live broadcast is just a means, and how to subvert traditions and break existing routines is the key to corporate e-commerce. core of business development.
So, from the beginning of 2020, Wrigley Bathroom began a new attempt on the road to home e-commerce. In April, Wrigley Bathroom joined hands with two major platforms, JD.com and Douyin, to create the first new model for home delivery and planting - the "Home Goods Festival": in addition to regular new product recommendations and set discounts, Wrigley Bathroom also invited home and fashion KOLs, KOC creates content marketing and connects with users through high-quality content.
At the same time, Wrigley Bathroom also joined Suning.com's "Super Fan Day" event, subverting everyone's previous understanding of home e-commerce and breaking traditional routines through interactive games, product testing, and kitchen and bathroom space renovation and implantation. , creating an online carnival day exclusively for Wrigley bathroom users.
These thoughtful contents and younger ways of playing have broken the traditional and conservative bathroom brand image in the minds of most people, and truly touched the hearts of 85 and 90 users who have become the mainstream consumer group in the home furnishing market, and are increasing their While creating a sense of intimacy and identification with the entire Wrigley Bathroom brand image, it also uses the "social shopping method" most favored by young users to empower the brand, and strongly combines e-commerce and social scenarios to truly achieve sales boost and conversion.
Rebranding in the new era of e-commerce
Use high-quality content and social interaction to achieve product planting, and then achieve the dual purposes of brand image promotion and sales increase through product planting. For Wrigley Bathroom, online is not just a platform for product sales, but also a platform for product sales. It is a brand new marketing model.
(from left to right) Xie Wei, deputy general manager of Wrigley Home Furnishing Group, Fu Seoul, debater of Qi Pa Shuo, and Zhou Peng, general manager of E-commerce Company of Wrigley Home Furnishing Group
The more traditional an industry is, the less room it has for an "old-fashioned soul"; but how to truly seize the express train of e-commerce and break through in the fierce and cruel market competition may just change in a moment of thought.
So, from the perspective of Wrigley Sanitary Ware, which has "settled" in the e-commerce platform as early as 10 years ago, the era of using high cost performance to create a single hot product to achieve online sales breakthroughs has passed, but howThe key to laying out new growth points is to use content implantation to cultivate consumers and increase fan stickiness.
As a result, on the one hand, we continue to strengthen product design and research and development and provide diversified space solutions; on the other hand, we continue to expand new online marketing models, innovatively expand online and offline channels, and continue to export Wrigley bathroom technology. Human culture and international brand concepts reshape the brand image in the new era of e-commerce, form a good brand fan effect, and open up a new road for home brand marketing.
Can Wrigley Bathroom's new, sustainable brand marketing model truly stimulate new vitality in the bathroom industry and meet users' increasingly upgraded consumer needs? Let's wait and see.
(This article is provided by the enterprise)
