Good luck in the New Year, auspicious delivery to the door. Mengjinyuan "Golden Year auspicious to dream come true" New Year's event, special prize - buy gold to send Geely Panda mini car, the first wave of winning list was announced as scheduled, a total of 35 Mengjinyuan ** consumers across the country are happy to mention good luck and win the grand prize. For a time, Mengjinyuan buying gold and giving away cars became a hot spot on the Internet, overturning the Internet, causing the whole network to watch, and many netizens expressed "envy, jealousy and hatred".
It is understood that a total of 52 Geely Panda mini cars will be awarded the special prize of the New Year's theme of Mengjinyuan "Golden Year Auspicious to Dream Fulfillment", and the first wave of lottery will be held on December 29, 2023, and a total of 35 Mengjinyuan consumers have won the special prize, and related activities are still in full swing, continuing to empower and heat up the 2024 "Golden Year Auspicious to Dream Fulfillment" CNY marketing campaign.
As the exclusive New Year's IP of the brand created by Mengjinyuan after the upgrade of its brand strategy in 2023, it has important strategic significance for the brand marketing communication of Mengjinyuan. At the important marketing node of CNY in 2024, Mengjinyuan will continue its value positioning as a national brand, and join forces with Geely Geometry, which is also a national brand, to strengthen the brand IP attribute of "Golden Year". It is undeniable that the current brand festival, co-branding, and cross-border are increasingly becoming the "routine operation" of brand marketing and brand IP, especially when "soldiers must fight" like CNY, not only the best jewelry brands, but also other track brands have sharpened their heads, and they are working hard to attract traffic and maintain popularity. So why can Mengjinyuan stand out, making the popularity of the "Golden Year auspicious to dream come true" activity remain high?
Not only cross-border, but also inheriting traditional culture to boost and empower the brand.
Cultural construction and cultural self-confidence require us to promote cultural self-confidence and self-improvement from top to bottom, consolidate cultural subjectivity, adhere to our own path, and consciously draw nourishment and wisdom from the excellent traditional culture formed and accumulated by the Chinese nation from generation to generation.
The so-called, there are books and canons, and the torch is passed down from generation to generation. Seeking auspiciousness in the New Year, auspiciousness in the New Year, and good luck in wearing gold and silver in the New Year are all part of our traditional culture.
So, how to make consumers identify with and willing to spread our traditional culture?
As an excellent representative of China's leading national brand in the jewelry industry, Mengjinyuan consciously draws creative inspiration from traditional culture, deeply cultivates intangible cultural heritage crafts, and continues to launch a series of artisan products with both market reputation and national trend, such as the CNY main series of Qixiang Ancient Law auspicious series, which designs auspicious elements such as auspicious characters, gold coins, peach blossoms, and dragon scales rooted in the hearts of Chinese into products, awakening everyone's potential awareness of the New Year's auspicious culture, so that the traditional cultural concept sweeps away the ups and downs, and stands in front of young people again.
Obviously, judging from the current market feedback, the high-profile cooperation between Mengjinyuan and Geely Geometry, two national enterprises, and the joint cross-branding, have indeed realized the brand's endorsement of domestic products and the empowerment of traditional culture.
More than scenes, multi-dimensional matrix communication adds dimension to the brand.
When it comes to Chinese New Year, what are the hottest topics on the Internet? Year-end benefits, class reunions, holiday card playing and familiar blind dates, in these scenes, if you want to get a good result, what is missing, lack auspiciousness. Mengjinyuan has launched four funny and interesting ** in a row, bringing them "auspiciousness" through Mengjinyuan** jewelry, realizing the emotional connection with young people, and strengthening the communication proposition of "coming to Mengjinyuan Tujili".
At the same time, the official Weibo co-branded with a number of blue V, continuous axis**, for a month to strongly stimulate consumers, in the auxiliary of some exquisite product maps, use maps, scene maps, for consumers to create a sense of yearning and value for Geely with a dream gold garden.
Round after round, wave after wave, like a heart booster, stimulates consumers and attracts a steady stream of traffic and high heat for Mengjinyuan.
Not only online, but also the scientific selection of drainage stores escorts sales.
No matter what kind of marketing, the essence is still to bring goods. For a brand, whether a marketing action is a self-congratulatory or a brilliant victory, sales performance becomes the key to measuring its value.
Mengjinyuan has always been criticized by the capital market for "gross profit margin up to 6%", but its 999For the second year in a row, high-purity gold jewellery of 9 and above has led the country in terms of sales. In other words, Mengjinyuan is a brand for consumers. Wang Zhongshan, the founder and chairman of Mengjinyuan, once said: Mengjinyuan does not do profiteering business, "we want to be a century-old brand, we can't just take care of the immediate interests, we hope that franchisees can make more money, open more stores, consumers can also get benefits, Mengjinyuan with good raw materials, good technology, good design to create a unique high-purity Seiko jewelry." ”
This purpose is also well implemented in this CNY marketing campaign. Through more than 400 stores across the country, thousands of counter sisters have become brand spokespersons, understand the real feedback of consumers on products, screen out the products that consumers need, and then effectively reach the target group of these products through the talents of each platform, so as to achieve the purpose of "bringing goods" and draining offline "auspicious market".
Cross-border, co-branded, and online and offline matrix communication seem to be old chess, but in fact they are all new moves.
The Spring Festival is approaching, and the battle of CNY in the jewelry industry without gunpowder is still ongoing. The future is about to usher in Valentine's Day, white and other key jewelry sales nodes, whether Mengjinyuan can use the existing "advantages" and "time and place" to bring more value to the brand, to bring more surprises to consumers, we are looking forward to it.
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