Every year, 618, the major e-commerce platforms "guns and sounds", the major brands during this period of fierce competition, attracting consumers' attention, while vigorously improving the brand's exposure and visibility, while channel stores.
As a local Chinese kitchen appliance brand, Fang Tai still has not disappointed this year. From the 520 warm-up period to the 61 warm-up period, from the 618 outbreak period to the later period of the continuation period, Fang Tai continued to launch a marketing offensive, and the theme of “Happy Life Kitchen Program†was passed through the whole activity, and the emotional sublimation triggered consumer acceptance. , bringing extraordinary marketing results.
Today we will take stock of a marketing strategy for the e-commerce.
Walk the heart theme happy life +
The theme of this year's Fangtai E-Commerce 618 is the #幸ç¦ç”Ÿæ´»åŽ¨æˆ¿è®¡åˆ’, which is a good kitchen for the dear family. What really needs to be emphasized is often something that is easy to be forgotten. In a family, it is often easy to ignore the feelings of family members when living for a long time. It is too much to capture the emotional needs of consumers, from the perspective of husband and wife, children and parents. The interpretation of the happiness of the dear is the most vivid interpretation.
"Between husband and wife, one day, to love, harmonious husband and wife, Jinsei, is a happy life." Fang Tai used 520 this special day, loudly express "love", use video to convey love, look for celebrity endorsements, show love and love words. At the same time, Fang Tai invited Yan Da to speak for the Guanyue couple. The couple’s sweet and fascinating family life is highly compatible with the theme of Fang Tai’s “618 Happy Life Kitchen Program, a good kitchen for the dear familyâ€. .
"Between children, one more day, to appreciate, to protect all your instinct on the right path, is a happy life." June 1st, as the starting point of the 618-year-old promotion, Fang Tai will naturally not miss it. Through a heart-to-heart video, Fangtai E-Commerce has joined forces with more than 18 official new media platforms in the country to jointly launch a special event for children's day online and offline “Appreciation of Baby, the World is Brightâ€. With the content of heart-warming and warm-hearted interaction, it will lead to the thinking and resonance of the broad audience, so that people can enjoy the genius imagination of the child from the heart and enjoy the family, thus making the family happier.
"Between parents, one more day, to cherish, give you time machine, let parents live their dreams, is a happy life." 618 Father's Day and the Dragon Boat Festival meet, Fang Tai launched the offline flash shop "Happy Wishing Pool", With UCG interactive topic of "618 to hold the time to hold you", guide everyone to take care of every moment with their parents, cherish the time spent with their parents, and make life full of happiness.
Finally, use emotions to sublimate: one more day, use "heart" to see the world, know how to love and cherish love, will be happier
When the emotions of such hearts cause more people to resonate, the consumer's sense of identity arises spontaneously. Whether it is the purchase of Fangtai Electric in this event, or whether it will be purchased later, it has become a loyal customer of the brand. .
Innovative and interactive
“Two micros and one shake†is the main battlefield for the current enterprise to carry out social media marketing. For the new platform to shake the short video, Fangtai e-commerce bravely tests the water and fits the preferences of young consumers.
At 520, Fang Tai E-commerce launched the #å¤ªå¤ªå¤ªçˆ±ä½ 520情è¯æŒ‘战# topic, which triggered thousands of users to create original video participation. The number of fans of Fangtai E-commerce has increased from 0 to 1.3w, and the number of participants in 7 days has reached 1150+. At the same time, the user's UGC original video playback number reached 1086w+, and the star-studded spontaneous participation in the confession video triggered the interaction of nearly 4 million fans within 24 hours. This achievement is worthy of recognition in the 520 marketing that is lacking. The sharing of fun videos has achieved the active fission spread and achieved the excellent effect of the Pa-screen.
Creative flash, 618 big promotion
This is a new era of unbounded retail, and the boundaries of various consumer scenes are gradually disappearing. However, if consumers can create more opportunities to contact and perceive products, consumers will feel more at ease and at the same time appreciate the brand's connotation, so brand owners will begin to focus on offline promotion. From June 16th to 17th, on the first floor of Shanghai Clove International Business Center, Fangtai launched the “Happy Wishing Pool†under the offline flash shop. This "Happiness Wishing Pool" is based on the overall image of Fangtai Sink Dishwasher as the main visual, building a kitchen scene, conveying the connotation of "freeing up time for you, allowing you to realize your own wishes and enjoying more happy life".
This time, the 618 happiness wishing pool flashed creative activities carefully created by the e-commerce business, the scene atmosphere is strong, the number of participants reached more than 500 people, and the live viewing volume reached 14.68 million. The popular popularity of the diversion shop, a wave of buying spree on the Internet. .
Through the application of new technologies, new gameplay, etc., the party has fully mobilized the senses of the consumer's vision, touch, and so on. With a “scene†experience mode, it is more convenient, more diverse, and more accessible to consumers. And in a short period of time, it has formed a good effect of gathering user groups, and effectively introduces offline traffic to the line, realizing the closed loop from offline promotion to online marketing, bringing traffic and attention to the store. .
Cross-border cooperation brands join forces
At the end of May, Fang Tai launched a creative video, "A Day Out," which tells the story of a mother restarting her dream on May 32, which coincides with Fang Tai’s creative video ad "Mama's Time Machine" last year, but The difference is that there are more friends brands in this video. Fang Tai and the daily fresh, hungry, Shenzhou special car and other creative presentations in the video, leaving a deep impression on the audience, but not at all embarrassing.
Effective integration of brand marketing + e-commerce activities, through the Jingdong / hungry / daily excellent fresh seven brands to jointly force, vibrating confession, with H5 brush screen, happy wishing pool flash shop event, etc., 360 degree perfect interpretation And passed the theme of this 618 "happy life", set up a "happy alliance", to contribute to the entire "Happy Life Kitchen Program" campaign.
Do not forget the initial heart can win step by step
Holding a high-end brand, the heart is too Confucian. Over the years, Fang Tai has been adhering to the concept of “being great because of love†and has worked tirelessly for the happiness of hundreds of millions of families. In this 618 battle, from emotions to products to brands, Fang Tai puts the vivid and vivid scenes into a sincere and sincere sensation, which causes the users to have a strong spiritual resonance, with chic and profound content, touching people everywhere, always Sweep your friends circle and connect with consumers frequently.
Returning to the product, Fang Tai, as a local Chinese kitchen appliance brand, has always hoped to bring our good products from China to the world. Fang Tai believes that in a kitchen, consumers are the only protagonists, not products. Therefore, smart kitchen appliances are not only high-tech, but also a “love-and-fit†intelligence that can give consumers “just right†kitchen experience. In the smart kitchen appliances launched by Fang Tai in recent years, the sink dishwasher, intelligent lift hood, etc. fully demonstrate this. “With the heart of benevolence and create beautiful productsâ€, Fangtai always embraces the belief of innovation and conscience, benevolence and inheritance, and is committed to providing users with high-end quality of life and the ultimate shopping experience, and is on the way to becoming a great company. .
The battlefield of the 618 smoke has ended, but the brand struggle is long-term, I believe that the party will be farther and farther on this road.
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