Live broadcasts are emerging one after another from all walks of life. Looking at the ceramic industry, live broadcasts have almost become a required course for ceramic brands. However, live broadcast is a short-term concentrated exposure activity, while ceramic tiles are products with low frequency consumption and long decision-making cycle. Therefore, if ceramic companies want to obtain the expected customer acquisition effect through live broadcast, the strength and gameplay of preferential policies are particularly important.
It is understood that Qianghui Seiko Ceramics played a new trick in the live broadcast on March 16, which made it lively. The event was read by 368,693 people. The live broadcast room was crowded by more than 143,100 owners, and traffic exceeded expectations. The network in the live broadcast room was blocked several times, which ultimately led to a transaction volume of 3,760 orders. So how did Qiang Hui achieve such remarkable results?
Adhering to quality for 32 years, strength can stand the test
Compared with its peers, Qianghui is a "low-key enterprise" that focuses on production. Taking advantage of the opportunity of the live broadcast, Yang Qiling, director of the brand marketing center, led the host "Old Leader A" to visit the headquarters exhibition hall, allowing owners to see that it has a 32-year history Qianghui has strong development experience; product director Zhang Zhen brought hard-core tests, using tools such as steel brushes, flamethrowers, markers, and five strong men to test the wear resistance, load-bearing, and pressure resistance of ceramic tiles. , anti-fouling and other properties, to demonstrate Qianghui’s precision quality to all owners, so that consumers can clearly understand the brand strength and product quality.
▲ Yang Qiling led the host "Old Leader A" to visit the exhibition hall. Qianghui's products have complete categories and specifications and can be widely used in home decoration and engineering fields such as living rooms, restaurants, kitchens, and bathrooms.
▲ Use steel brushes, flamethrowers, markers and other tools to test, and arrange for five strong men (weighing nearly 800 kilograms) to stand on the ceramic tiles at the same time, which reflects the quality of Qianghui Seiko. Start the test.
Have a hard bargain and get a big discount
After demonstrating its brand strength and precision workmanship, in order to further show its sincerity in hosting this live broadcast, Qianghui launched the popular specifications of 900*900mm, 800*800mm, 600*1200mm, 400*800mm, and 300*600mm to participate in the event. The host bargained with Yuan Weizhe, general manager of brand sales. The host spared no effort to strive for the best interests of the owners, and Yuan Weizhe's aggressive pricing ignited the climax of the evening's event.
▲ Under the host's magical bargaining, Yuan Weizhe expressed that he was under great pressure, and finally decided that the factory would generously subsidize the product and set the price at an unprecedented freezing point.
Non-stop delivery of good gifts, zero distance from consumers
In addition to practical information, Qianghui also prepared a large number of gifts. The first 800 owners who placed orders received air-conditioned quilts and joined the live broadcast room to grab multiple rounds of 10,000-yuan red envelopes. At the same time, there were endless draws of luxury gifts. Brand Marketing Center Director Yang Qiling, Brand Sales General Manager Yuan Weizhe, and Group Vice President of Marketing Xian Jiantang conducted a speech. In four rounds of draws, a total of 145 major appliance gifts were drawn.
▲ Before the lottery, the owners will be shown luxurious appliances, including 5 Philips 65-inch large TVs for the special prize, 10 Haier refrigerators for the first prize, 30 TCL washing machines for the second prize, and 30 TCL washing machines for the third prize. Prize 100 beautiful rice cookers.
▲The list of winners will be announced on-site, which is fair, just and open.
After the entire event, the number of views reached 368,693 times, a total of 143,100 people watched online in the live broadcast room, and 3,760 orders were sold. The Qianghui 316 live broadcast promotion ended successfully with gratifying results.
Millions of explosions are the key
The successful explosion of this event is inseparable from the early fission process.
It is understood that the Qianghui team started preparing for the event at the end of February, launched it on March 4, and officially launched it on March 16. It took nearly a month to plan this national live broadcast promotion, which fully linked up with stores in various cities across the country, covering all areas. With more than 2,000 sales outlets in a large area, private domain traffic accumulation, marketing plan formulation, execution team scheduling and technical platform construction are carried out in an orderly manner. The attention of over one million traffic to this event is the key to a successful explosion.
▲ Stores in each city turned into promotion ambassadors, using private domain traffic to widely publicize, and one-to-one invitations and precise docking were the key to this fission.key to the activity.
Behind this event is the recognition of the Qianghui brand by dealers across the country and their support for the live broadcast promotion. Despite the epidemic, all dealers still actively promoted the implementation of customer invitations and became promotion masters to actively and extensively promote the live broadcast gameplay and preferential information to more consumers, implement cell fission growth, and finally exploded in the live broadcast room last night, bringing A wonderful event that set a live broadcast record that attracted the attention of the industry.
It turns out that this is the key to Qianghui igniting the climax of live broadcast in the ceramic industry!
(This article is provided by the enterprise)
