Wrigley Bathroom has hit the screen again! On September 20, the "#920 Bathroom Love#Wrigley Super Brand Day" created by Wrigley Bathroom was held at the Wrigley Bathroom headquarters. Hu Ke, Wrigley product recommendation officer, Wang Xiaoqian, former host of "Space Exchange", Wrigley product experience officer, Space management expert Bian Yuechun, Wrigley product recommendation officer/"ELLE DECORATION Home Furnishing Gallery" editorial director/German Red Dot Award judge Sun Xinxi, Doctor Wu Kun of the Chinese Academy of Sciences, Wrigley Home Furnishing Group Deputy General Manager Xie Wei, Wrigley Home Furnishing Group Deputy General Manager Lu Jin Hui and others helped out on the stage, and it was broadcast simultaneously on eight major platforms including WeChat, Douyin, Taobao Tmall, Sina Weibo, Suning.com, Fangtianxia, and Sohu Home.
Different from traditional live broadcasts that focus on "bringing goods", this live broadcast of Wrigley Bathroom not only "brings goods", but also conveys the brand lifestyle and the continuation of the new retail model of bathroom ware, which is presented in front of users. It’s not just a product, but a home life scene that we encounter every day. The number of interactions during the live broadcast exceeded 1.6 million throughout the day, the total exposure exceeded 500 million, the number of orders reached 9,036, and sales exceeded 180 million yuan.
Celebrities + CEOs help out and chat about smart life
As the leading brand in the home furnishing industry, Wrigley Bathroom released a new brand positioning in 2020 - a global smart home master, providing users with full-scenario smart home solutions and creating a smart life. The creation of smart life is inseparable from the support of technology and manufacturing. At the beginning of the 9.20 live broadcast, Wrigley Bathroom first led the audience into the manufacturing factory through the lens, revealing the advanced manufacturing strength behind Wrigley Bathroom to users and understanding the support behind smart life.
For consumers, smart life requires more than just a single product, but an effective and reasonable solution that can solve family life problems. In the entire live broadcast of "#920 bathing with love#", Wrigley Bathroom subverted the single "main sowing product" model, but used "expert science popularization", "star explanation" and "product usage scenario interpretation" and other dry information content, share common problems in bathroom life with fans, and explore healthy and smart bathroom lifestyles.
For example, when talking about the storage of bathroom space, Bian Yuechun, known as a space management expert, demonstrated the storage magic of space live in the live broadcast, and took the bathroom cabinet of Wrigley Bathroom as an example to show the storage of cosmetics, shower gel, shampoo and other daily necessities, and shared the secret of bathroom storage; when talking about common problems in bathroom life At that time, Hu Ke, product recommendation officer of Wrigley, shared her daily life in the live broadcast, and took Wrigley Bathroom’s smart toilet as an example to explain how these sanitary ware products full of technological functions can help them solve various pain points in life; Wrigley products Sun Xinxi, recommendation officer/editorial director of "ELLE DECORATION" and judge of the German Red Dot Award, popularized in the live broadcast what kind of products are humanely designed products, and praised the product design of Wrigley Bathroom.
Xie Wei, the deputy general manager of Wrigley Home Furnishing Group, has become a product experience officer, personally demonstrating and explaining the products - the wave-sensitive bathroom cabinet mirror cabinet lighting, faucet design concepts and selected materials, and the application of "super clean" smart toilets Advanced technology and humanized functional design, etc. Xie Wei not only revealed the design logic behind Wrigley bathroom products, but also shared the concept of smart bathroom life with the audience.
In the context of consumption upgrading, home is no longer just a shelter from wind and rain, but a scene of ideal life. Consumers have a better understanding of the concept of home life and the supplies in home life. With high demands, this live broadcast presented by Wrigley Bathroom is both interesting and informative. It not only allows the audience to see products full of intelligent technology, but also allows the audience to see scenes of smart life.
New retail + creative pop-up stores, creating a new live broadcast experience
In recent years, consumers have paid more and more attention to the real experience in the shopping process. Especially in the era of mobile Internet, experiential shopping has become a new demand of more and more consumers. Brands in various industries have also joined in the "new retail" that focuses on consumer experience. In the midst of change. In the bathroom industry, Wrigley Bathroom is the first brand to embrace new retail. Following the opening of the first new retail experience store in Foshan in June last year, Wrigley Bathroom has built 4,000 new retail experience stores across the country and renovated the original stores. Upgrade to give customers a more comfortable scenario-based experience through product scenario-based layout.
The venue for this live broadcast is the new retail exhibition hall of Wrigley Bathroom Headquarters. With the help of the scene-based space in the new retail exhibition hall, different live broadcast guests share their daily bathroom life with the audience. Moreover, in order to allow the audience to better connect products with lifestyle, Wrigley Bathroom has also carefully created - YujianCleanliness, bathing to see time, bathing to see wisdom, bathing to see original intention, bathing to see freedom, five creative pop-up stores.
Through the live broadcast screen, what the audience sees is a comfortable bathroom living space. For example, in the "Yu See Original Intention" pop-up store, Wrigley Bathroom shared with the audience some tips on how to skillfully use the bathroom to create an overall bathroom space; in the "Yu See Wisdom" pop-up store, it showed the audience "life wisdom" ” the ideal way to home.
Five different creative pop-up spaces correspond to different needs, and use life scenes to interpret Wrigley Bathroom’s original intention of creating an ideal life for users. This is why Wrigley Bathroom adapts to consumers’ purchasing habits and uses digital marketing to Technology, integrate online and offline, and explore the results of new retail.
As the first bathroom brand to embrace new retail, Wrigley Bathroom currently has multiple new retail stores in Hefei, Shanghai, Hangzhou and other places, and is establishing a new A6 terminal image system for stores across the country. Through digital transformation, from Supply chain, online and offline channels, enterprise management and other aspects, realize the online and digitalization of products, users, scenarios, build a new retail model driven by user needs, and create a better shopping experience.
Smart products + profit sharing help start a smart life
"#920 bath meeting love# Wrigley Super Brand Day" is a brand super carnival created by Wrigley Bathroom. Starting from "love" and "wisdom", it enhances consumers' quality bathroom life through a variety of new smart products and helps more people "When you bathe in dreams, you bathe in love." During the live broadcast, Wrigley Bathroom also recommended the latest products to users around the two key points of "wisdom" + "health".
For example, Arrow Sanitary Ware cooperated with the Chinese Academy of Sciences to launch a new series of "super clean" smart toilets this year. This series of products has four major self-cleaning and antibacterial technologies, which are deeply cleansing. They improve the self-cleaning and antibacterial capabilities of smart toilets from four aspects: ceramic glaze, antibacterial materials, waterway cleaning, and sewage system, creating an ultra-clean toilet for consumers. Toilet experience. The launch of the "Super Clean" series of smart toilets exactly meets the health needs of consumers in the post-epidemic era.
The "Viya·Series" high-end customized bathroom space meets the current fashion aesthetics through extremely elegant color matching design. Full-length mirror cabinets and LED smart makeup mirrors create every beautiful and delicate makeup look. Massive storage multi-functional drawers are paired with smart disinfection cabinets. Perfectly presenting the wisdom of light and luxurious life that integrates washing, makeup, dressing and storage. Its fashionable design and powerful functions were praised by celebrities and guests such as Wang Xiaoqian, Bian Yuechun and Hu Ke who came to support it.
In addition to carefully launching a variety of products, Wrigley Sanitary Ware also carries out profit-sharing activities both online and offline for the national market. Wrigley Bathroom Product Experience Officer Wang Xiaoqian, Wrigley Bathroom Product Recommendation Officer Hu Ke, and Wrigley Home Furnishing Group Deputy General Manager Lu Jinhui personally went to the battle to distribute benefits to users.
Lu Jinhui said: As a post-70s generation, he has not only witnessed the upgrade and iteration of bathroom products, but also experienced the upgrade of bathroom life concepts. In the past, bathroom products were limited to meeting basic needs, but with the transformation of China's manufacturing and economic development, consumers' lifestyle industry is upgrading, and consumers are pursuing a better life. After 26 years of development, Wrigley Bathroom still adheres to its original intention to create the best bathroom experience for consumers and improve their quality of bathroom life.
The entire live broadcast triggered extensive discussions inside and outside the industry. Behind the success of the live broadcast, it is not only that Wrigley Bathroom replaced the products with scenes in the live broadcast, but more importantly, relying on technological innovation, the smart life scenes in the live broadcast have truly entered thousands of households.
Through this live broadcast created by Wrigley Bathroom, the audience not only saw Wrigley Bathroom’s iterative new products and leading technologies, but also the actions of a national brand to create a healthy and smart life for Chinese families. As a company with both strength and influence in the industry, in the current era of consumption upgrading, Wrigley Bathroom's actions to create smart lives for consumers have also set a benchmark for the development of the industry.
(This article is provided by the enterprise)
