During the just-concluded New Year's holiday, Mengjinyuan joined forces with domestic brands such as Geely Geometry to gain online and offline attention with a strong CNY marketing with the theme of "Golden Year". Among them, the cross-border joint with Geely Geometry played the craze of "Buy Dream Jinyuan ** Send Geely Panda Mini Cars", a total of 52 Geely Panda Mini cars were sent, as long as you spend 3000 yuan in the designated stores, you can participate, and on December 29, the first lottery has been completed, and 35 lucky users have won the grand prize.
Dig deep into the motivation behind this cross-border cooperation, which is nothing more than five words: brand rejuvenation. Brand rejuvenation is the eternal proposition of the brand, especially for the best jewelry brands like Mengjinyuan, after the product quality has reached the forefront of the industry, it is more necessary to enhance the attractiveness of the brand to the younger generation of consumers. 2023 is the year when domestic products are "seen", how to improve after keeping the existing attention, Mengjinyuan has handed over a perfect answer.
Brand cross-border cooperation is not a new thing, compared with the pursuit of short-term **, Mengjinyuan is to win with long-termism, for two consecutive years in the "Ji" culture of deep cultivation, in the choice of partners is very innovative. In 2022, Wang Laoji will be chosen, and in 2023, it will be with Geely Geometry. First of all, the names of the two brands contain the word "auspicious", which maintains unity in the communication of traditional cultural concepts, and users are more likely to form a deep impression; Secondly, they are all domestic brands, which have a high degree of fit in brand tonality, and the combination of the two forces produces a square effect. Compared with last year, this year's "Golden Year" has a wider communication platform, more diverse ways to play, and more resources have been invested in both online and offline, demonstrating strong confidence in its own development.
As the domestic market gradually becomes more rational, consumers are more inclined to buy truly "high-quality and low-priced" products, but they are stuck in the choice of information and know little about better products, which is also a common dilemma for domestic brands. **In the jewelry industry, there are brand marketing, processing and production, refining and purification, many companies focus on one or the other, but there are very few who can really have all three, and Mengjinyuan is one of them. Since its establishment 30 years ago, it now has 35 national invention patents. Among them, the "patented technology of solderless welding" solves the purity problem of the jewelry industry, abandons the heavy metal solder, and improves the purity to 9999% or even 99999%, so that consumers can wear purer ** jewelry. Not only is the value retention performance stronger, but also more conducive to human health.
In addition to Geely Geometry, Mengjinyuan also launched the "Daily One Gold" activity on the Weibo platform, of which the grand prize is the cooperation with 59 other brands**, looking for the "Super Ji Big Koi" activity. The prizes will include Jiang Shuying's Mengjinyuan** necklace and a gift package jointly presented by 59 brands. As of February 21, the Weibo has exceeded 350,000** amount, and the lottery has been officially opened on February 3, earning enough influence during the hot holiday of buying New Year's goods in the New Year.
The joy at the beginning of the year can be seen. New Year's milestones can often be a sign of a brand's momentum in the new year. Mengjinyuan's CNY marketing activities are both online and offline, with a two-pronged approach to brand and word of mouth, and have reached the forefront of the industry in terms of popularity and sales, and it is believed that it will be recognized in the new year, affecting China's first-class jewelry industry to enter a new historical journey.