New products are on the market, and marketing is imperative. Lin's Wood for the new latex cowhide sofa and cantilever function table on the market to attract a variety of combinations to promote drainage, and the most eye-catching is the "Lin's Wood Jingdong Small Rubik's Cube New Product Day" jointly launched the theme of "how to stay", and invited the fashion circle big coffee Li Becca to "Lin's Wood fashion product recommendation officer" identity, interpretation of life, work, entertainment" and other multi-line system of home new concept, this is from the marketing home to the marketing lifestyle of the change, the new product debut, It has brought a positive effect of benefiting both brand and product sales.
Strategic new products join hands with fashion celebrities to help maximize voice and reach.
In order to detonate the volume, on the eve of the launch of the new product day event, the brand joined hands with more than 10 top influencers to start planting grass on social platforms, especially inviting Li Becca to call as the "Lin's Wood Fashion Product Recommendation Officer".
Indeed, Rebecca is a fashion product recommendation officer who is particularly suitable for conveying the concept of quality life, and she launched the women's space column "100 Chinese Girls' Homes", which records the beautiful space and attitude of different women. The girls' attitude of serious management of life touches people's hearts, and the interaction between furniture and characters is the carrier, and the home presents a wonderful and diverse life picture. Just as Lin's wood industry advocates the concept of "buying is not a piece of furniture, it is a way of life that you prefer".
Through the integration of creative and accurate recommendations of promotion resources inside and outside the station, Li Becca only built momentum for the event on social platforms such as Weibo, Xiaohongshu, and WeChat*** in the early stage, with a cumulative number of more than 10 million people; The help of its appearance in the live broadcast room on the blasting day is to break the wall of the fashion circle and inject tap water users into the brand. In addition, KOLs record room tours and UGC covering the whole network weave ideal home inspiration with high-quality content, arouse user resonance and secondary communication, and help new products maximize their voice and reach.
Focusing on the fit fashion recommendation officer, high-quality product power, and innovative space, the three major elements of "people, goods, and fields" have been linked, and under the detonation of the live broadcast, Lin's Wood has a single-day transaction amount of more than 10 million yuan, ranking firmly in the top 1 position of the furniture category.
The quality of the double new products perfectly interprets the "how to stay at home" circle of young fans.
If there are two sides to the quality of home life, one side is "lazy leisure", and the other side is "exquisite busyness". Most of the time, urban youth are playing two roles. In this quietly rising "home" economy, Lin's wood industry insight into the quality and multi-functional attributes of both the demand for new products has increased sharply, this time in Jingdong debuted the "strategic double new products" - latex cowhide sofa & cantilever functional table, just to create more possibilities for young people's diversified quality of life.
In the live broadcast room, Li Becca personally experienced the application of two new products in the home scene: the latex cowhide sofa satisfies the comfort of her different postures, and the all-round immersive taste is comfortable; The cantilever function table is an all-rounder, helping Rebecca to cope with scenes such as sitting and working, lying down and watching dramas, resting and drinking, recording inspiration, and charging mobile phones.
The appearance is eye-catching, and the inner full and comfortable latex cowhide sofa (product model: PS061) is a good thing to light up the warm atmosphere of the living room. Versatile shape, low saturation soft sand color, full of cream wind first hold the hearts of the face controllers; The 60cm extra-long lazy large sitting depth accurately matches the ergonomics, and it is not cramped to sit cross-legged or sleep, no matter what posture can bring individual pleasant comfort experience.
What's more worth mentioning is that the latex cowhide sofa fabric is made of lychee pattern first layer of cowhide, which is delicate, smooth, flexible and durable, and the "king" of "latex + gray goose feather" is used to ensure that the sofa is fluffy and soft while realizing that the seat cushion is breathable and not stuffy. At present, the best cowhide sofas on the market are generally more expensive, and the latex cowhide sofas meet the differentiated advantages of young people's quality needs, so that they can buy the first layer of cowhide sofas with the best fabric sofas, and enjoy the ultimate quality-price ratio to enjoy the experience of leapfrogging.
The concept of "living at home should also be serious" first, and the harvest of brand + performance double dividend marketing cases.
Focusing on the new concept of staying at home and the first launch of new product planning, wonderful marketing events such as lifestyle**, scene live broadcast, and new product planning were derived, helping Lin's Wood not only achieve performance explosion on the ace new product day, but also usher in the harvest season of brand content, and achieve more than 40 million person-times on the whole network in the form of in-depth grass planting, ladder media coverage in core cities, and open-screen advertising.
Accurately cut the pain points of young users, and the two new products that integrate specific scenarios, innovative experiences, and fresh concepts ushered in strong grass planting as soon as they were launched in Lin's Wood's Jingdong channel, reaping a large number of new product dividends, and realizing the deterministic growth of "new products that are explosive products".
The success of this marketing is not only due to the empowerment of Jingdong Little Rubik's Cube and the investment deeds in the form of grass planting by big coffee KOLs, but also from Lin's Wood's deep understanding of the motivation for the changes in the scene of the new life at home.
In the context of the Internet, every consumer can be a communicator and a brand recommendation officer, and influential personal IP is the choice of many brands to cooperate. New products on the market, how has a novel and effective way to quickly and accurately deliver to the target group, to create a surge of conversion, the need for continuous exploration and innovation, new ways to integrate the needs of all consumers, bold attempts, to achieve industry dividends against the trend of growth, is no longer an accidental opportunity, to cater to the times, ready is the long-term solution, Lin's wood industry and Jingdong small cube success case, is worth thinking and learning.