New year, new atmosphere, toilet replacement must also be arranged. From January 8th to January 10th, 2024, the 8th Smart Toilet Festival of JD Home Furnishing is coming! This year's toilet festival is based on fast replacement and worry-free renewal, linking Jiumu, Wrigley, Hengjie, Panasonic, Ruierte, Kohler, TOTO, Moen, Hansgrohe and other big bathroom brands, selecting nearly 100 high-quality and low-cost products, and at the same time launching exclusive benefits for toilet replacement and one-stop pre-sale, in-sale and after-sales service, so as to empower and upgrade the user's intelligent bathroom life. During the event, the sales of smart toilets increased by 71% year-on-year, and the turnover of trade-in services increased by 65% month-on-month, effectively helping the sales of sanitary ware categories to explode.
Toilet, as the core component of the bathroom space, is self-evident in its importance to bathroom life. With the progress of science and technology and the continuous improvement of user needs, product functions continue to iterate, but few people can solve the user's replacement problems: large projects, high costs, difficult to dismantle the old, difficult to clean up, etc. In order to improve the happiness of bathroom life and solve the pain points of users, the toilet festival takes the superpower of old bathroom replacement as the theme, and provides users with a one-stop replacement service of "24-hour delivery, disassembly, installation and cleaning"; In addition, there are preferential benefits such as "10% off for trade-in, 40% off for every 300, and interest-free for up to 12 periods", which intimately solves all the concerns of users about toilet replacement. It allows users to effortlessly change the toilet even when they are sitting at home.
With the improvement of people's quality of life, users' requirements for toilets are getting higher and higher. In this smart toilet festival, Jingdong has joined hands with a number of big bathroom brands to build in depth, and selected a lot of low-cost good things from big brands, such as Jiumu's popular smart toilet, which is automatically flushed with a foot feel clamshell, not limited by water pressure, and the price is only 2899 yuan; Wrigley low water pressure smart toilet with both low water pressure and foot feel flip lid function, the same price is 1111,** straight down 1,000 yuan; TOTO sterilization instant heating smart toilet, instant heating constant temperature, electric sterilization, 7% discount for a limited time; Moen Foam Shield Foot Feeling Smart Toilet not only has the splash-proof function of Moen Shield, but also can flush with foot feel, which is comfortable and convenient, and the price is less than 5% off ......These high-quality things with both functions and appearance comprehensively show users the intelligence, convenience, safety and health of the trend toilet, fundamentally solve the user's pain points, and make the bathroom life have more possibilities.
In addition, this smart toilet festival also fully integrates major resources inside and outside the station, and multi-channel and multi-play methods are transparently transmitted to JD.com's trade-in service. Relying on the KV of the event, the atmosphere of the belt, patch, and live broadcast room in the station is fully unified, attracting users' attention and guiding users to place orders. At the same time, the presidents of various brands are linked to speak out, get close to users with an amiable attitude, and endorse the benefits and services of smart toilets for trade-in, so that users can feel more at ease. Not only that, but it also created an immersive limited-time theme activity in Hefei offline Jingdong Superbody, caring for the silver-haired group, reproducing the pain points of toilet use from the life scene, stimulating users' demand for toilet replacement, strengthening the trade-in service, and providing emotional value of life. In order to capture the target users more accurately, we will launch a multi-dimensional segmentation of the targeted information flow of the population, vertically reach the users who have trade-in needs, push trade-in activities and preferential information, stimulate conversion, and comprehensively promote the outbreak of activities.
Outside the station, multi-channel parallel creation of marketing events, in-depth grass planting + global ** two-way force. Xiaohongshu has set up a matrix of talents, diversified and in-depth grass planting toilet good things and new interest points, formed grass storage energy, and retained it for a long time to continue to store water for the category; The WeChat side focuses on grasping the private domain traffic, selecting vertical communities, category in-class purchase groups, etc., distributing event information, ** discounts and service capabilities, and recruiting more potential people; On the Weibo side, it creates a major marketing event through the topic list, selects a 10-year-old user as the replacement object, and focuses on the "24-hour trade-in" real record output experience**, synchronizes the multi-channel promotion of the whole network, and leads more users to immerse themselves in the one-stop service of toilet replacement provided by JD.com, and leverages more users to come to JD.com for a new one-time service.
From the first Smart Toilet Festival in 2016 to the eighth session now, the JD Home Bathroom team is committed to providing users with better products and services, and has cumulatively brought high-quality smart toilets and smart toilet lid products to tens of millions of families. On January 10th, the 8th Smart Toilet Festival came to a successful conclusion, but Jingdong's pace of exploring new trends in sanitary ware and solving user needs will not stop. In the next toilet festival, Jingdong will still be guided by user needs, unite with various David bath brands, continue to optimize products to solve user pain points, and bring users a more worry-free and comfortable bathroom experience!