Continuing hot discussions on network-wide marketing, joint online and offline live broadcasts, and extending the life cycle of new product releases. Through the trinity of linkage, Shunhui Ceramics has opened up a new vision for us to enhance our brand image.
On May 16, 2020, Shunhui Ceramics’ first “Shunju Festival” Super Brand Day met with consumers in the live broadcast room. The outbreak of "Shun Culture" of Shunhui Tiles is not accidental, it represents the direction of the brand marketing trend. By integrating emotional culture into commercial marketing, it gives vitality to brand culture and realizes new communication scenarios.
01
The whole network marketing is only for "shun"
Hua & Hua Marketing Consulting Agency, who once wrote "Super Symbols Are Super Creativity", believes that this is an era of no communication and no marketing. The so-called communication means that content is disseminated and channels are disseminated. In order to have good communication effects , the most important thing is to pass it on.
2019 can be said to be the first year of online live broadcasting. Wei Ya and Li Jiaqi were born. After a year of brutal growth and the catalysis of the epidemic, live broadcasting is still the hottest trend. At the beginning of this year, the home furnishing industry also started a live broadcast craze. Data from the 516 Super Brand Day show that in just 2 hours, the number of viewers in the live broadcast room exceeded 100,000, and the number of interactive likes exceeded 430,000.
In addition to online live streaming, Douyin and Weibo have also become one of the important positions for brand communication of home furnishing companies. Shunhui Ceramics launched the #安家我要顺 Douyin Challenge, with more than 500,000 likes and interactions, and the total brand exposure exceeded 11.94 million. Shunhui Ceramics also teamed up with Sina Home Furnishing to jointly launch a customized Weibo topic #安家我要顺#. During this period, the Weibo topic exposure was 1.4 million+, and the live broadcast exposure was 140,000+. In addition to the popularity of the Weibo topic, there is also a "combination of hardness and softness" The multi-dimensional matrix helps communication. The Shunhui brand was exposed on all major platforms on a daily basis, with a total exposure of 62,664,752, and "Shun Culture" covered the entire network.
02
Penetrating Live Streaming
The iceberg effect is the best way to describe online live streaming. The live broadcast room is like an iceberg, and selling goods is only a small part of the sea level. Under the iceberg is the biggest metaphor - brand marketing. From the perspective of brand marketing, looking at Shunhui Ceramics' efforts in brand IP, it is not difficult to find that Shunhui Ceramics always designs content around the brand image and outputs valuable content.
As a "rising star" in live streaming, Shunhui Ceramics has a precise understanding of the pain points of the traditional live streaming single delivery model that will compromise the brand image. This online live broadcast focuses on being different from the traditional "hawking" model, and instead launches new products. and brand building.
In the live broadcast room of the "Shunju Festival" Super Brand Day, Mr. Peng Changhua, general manager of Shunhui Ceramics, came to the scene to launch the 2020 summer new product - "Natural Dance" series. His humorous and humorous remarks made the live broadcast room so popular. The host and Shunhui Ceramics Marketing Manager Zheng Jian evaluated several ceramic tile products and demonstrated the excellent product quality of Shunhui Ceramics to consumers in a simple and clear way. Chen Shengyou, deputy general manager of Shunhui Ceramics Sales, humorously interacted with fans in the live broadcast room. Realized the conversion from product value, content value to commercial value.
03
Reducing the age of the brand
With a history of 22 years, Shunhui Ceramics is considered a veteran enterprise in the ceramic industry. With the growth of a new generation of consumers, the consumption age group is gradually moving downwards, and a transformation of brand rejuvenation has begun.
Luo Zhenyu once said, "The competition on the Internet in the future is the competition for attention." It is undeniable that Douyin, a short and fast communication method, has indeed attracted a lot of public attention. Not every company is good at outputting high-quality short video content quickly and efficiently, but almost every company needs to quickly make its brand a "short video internet celebrity."
The official Douyin account of Shunhui Ceramics regularly hosts live broadcasts to share useful information on home decoration with everyone, and updates interesting and informative jokes from time to time. Through vivid and intuitive short videos, we continue to provide users with in-depth and continuous content marketing., thereby improving user stickiness. #安家我要顺 Douyin Challenge also triggered the production of high-quality UGC.
In preparation for the two-month-long Super Brand Day, Shunhui Ceramics produced a number of short videos from the aspects of love, work, family, studies, etc., combining hot topics such as Labor Day, Youth Day, Mother's Day, Nurses Day, etc. Time nodes, comprehensively present all aspects of social life and its details, and convey "shun culture" in a way that young people like to hear and see.
Whether it is a short video or a Douyin challenge, the reason why Shunhui Tile spreads out of the circle is definitely not an accident. The reason behind the popularity of Shunhui Tiles is based on a deep insight into the young group and using an interesting perspective to satisfy the personality of young people. needs.
04
Build brand IP
With the vigorous development of the Internet, brands are looking for ways to upgrade. Using IP to shape brand image and build consumer awareness has become a brand marketing trend. The ultimate goal of brand IP is to make the brand vivid, concrete and vivid. On this Super Brand Day, Shunhui Ceramics released an upgraded version of the mascot "Shunbao" and IP cultural and creative derivatives. The upgraded Shunbao is cute and cute, and the inherent affinity of the cartoon image can bring the brand and consumers closer The distance between them gives people a sense of closeness and trust.
The Chinese nation is a nation that has a special liking for "shun culture". People long for smooth sailing and peace. The word "shun" expresses people's yearning for a better life. "Shun culture" is also the concept that Shunhui Ceramics wants to convey to consumers. It conveys the brand's life philosophy of "I want to settle down smoothly" to consumers and dealers. While using ceramic tile products to create a beautiful and comfortable modern urban living space, it also Sending beautiful, ardent expectations and "successful" blessings to people's lives.
Shunhui Ceramics uses the language and needs of the new generation of consumer groups to continuously consolidate its brand image and complete self-upgrading in the process of constantly absorbing and digesting new things. This continuous exploration of self-potential is undoubtedly brand-building IP core genes.
New taste, IP image optimization, youthful communication, national dealer associationMove...Shunhui Ceramics strives to enhance the brand image and enhance consumer awareness through the "Shunju Festival". The "Shunju Festival" 516 Super Brand Day has come to an end for the time being. Shunhui Ceramics continues to make efforts to continuously expand the consumer group, allowing more potential consumers to have positive connections with enterprises, and complete the marketing link from publicity to sales. IP is like a banner, and what supports it is content, and it is continuous content.
Conclusion:
In recent years, we have seen more and more ceramic companies working from behind the scenes to in front of the stage to shorten the distance between brands and consumers, expand the contact between brands and products, and create more attractive and more attractive products for brands. Image of temperature. There is no denying that brand building is a long-term battle. What are the boundaries of the brand? From live streaming to content marketing, ceramic companies still have a long way to go in building their brands.
