It is said that 2020 is the first year of slate. The number of slate production lines has surged by more than 100 in one year. The ceramic industry has shown a situation where almost "everyone has slate, and everyone talks about slate", and "nothing" has been shouted out. Slogans such as "Sandstone has no brand, and there is no future without rockboard" and "Stoneboard brings China's ceramic industry back to its peak of tens of billions"... Seeing these "feats" created by rockboard in 2020, we have to admit that in 2020 It is quite reasonable for it to be called "the first year of slate" by the industry. However, in addition to "the first year of rock slabs", Zhongtaojun believes that 2020 has another title about the first year, which is "the first year of live broadcast in the ceramic industry".
Ceramic people, you will not forget the grand occasion of "everyone live broadcasting, live broadcasting every day, and every family live broadcasting" in the ceramic industry in the first half of 2020, right? "Live broadcast to grab the factory", "President's live broadcast", "Mayor's live broadcast", "Live broadcast to visit the exhibition hall", "Online exhibition", "Launch of ceramic live broadcast base"... To put it bluntly, as a new media reporter in the industry, "× Mr. Zhongtao is tired of seeing and using news headlines like "Attracting XX million+ views per hour".
The magical 2020 has passed, and it is exactly the 8th day to enter the unknown 2021. For 2021, we are still looking forward to and waiting, but for the past 2020, we have too many things to look back on. Today, Zhongtaojun will take you to review the top ten brand live broadcast activities in the ceramic industry in 2020.
Nobel Tiles
Keywords: rock slab, food, crossover
On October 31, 2020, Nobel staged a wonderful slate food cross-border variety show on Tmall Live. With the theme of "Rock Food·Customized Future", this live broadcast invited food expert Butter Tiger Meiji, French chef Max, founder of Shanghai Lanqin Architectural Design and famous designer Wang Yizhen, Nobel Ceramics Group Vice President of R&D Zhong Shuming, etc. Important guests, two teams, set up a stage to compete, and staged a new cross-border show of rock plate food. In the name of a gourmet variety show, paying tribute to healthy and exquisite home life, the Nobel "Rock Food Restaurant" successfully made it out of the circle! It is understood that on that day, Nobel Prize winnerEr created a strong media live broadcast lineup and started simultaneous live broadcasts across the entire network. In just 2 hours of live broadcast debut, it attracted 2 million+ viewers.
Stone slab + food + variety show, the success of this live broadcast is to first attract the audience with "food", then use interesting "variety show" PK to retain the audience, and finally dig deep into the "Nobel slab" and sublimate Eco-friendly, healthy and exquisite home life concept. As the first cross-border live broadcast of rock food in the architectural ceramics industry, the live broadcast of Nobel's "Rock Food Restaurant" is a brand promotion that is both creative and influential.
Ferona cement tiles
Keywords: "waste", design, investment
On September 28, 2020, the first issue of "Talk about those in the design circle", a series of online live broadcast theme events for design interviews and investment promotion created by Fiona since 2020, came to a perfect conclusion. Through the design of live broadcast activities to promote brand investment, live broadcast + forum + investment promotion, Ferona's "Feihua" column is unique among the live broadcast investment promotion activities in the ceramic industry.
In this live broadcast, Chen Gaozhao, founder of Feilona, Xu Qingliang, founder of Ruikun International-Zhengfang Liangxing Design, and Hu Yan, co-founder of Jiajia Think Tank Design Office, used design as an excuse and combined their own experiences to "speak freely"; Fei Rona simultaneously introduced a special investment policy for designers; Chen Gaozhao introduced Fiona's new product online - Lorna U series The combination with academic forums has pioneered the combination of "live broadcast + forum + investment promotion".
Dongpeng Tiles
Keywords: Liu Tao, bargaining, Juhuasuan
Online sales reached 1.24 million in 5 minutes! On September 19, 2020, Dongpeng launched Juhuasuan's 10 billion subsidy live broadcast room, and brought goods online through its image spokesperson "Liu Yidao" Liu Tao. In just 5 minutes, online sales reached 1.24 million.
Online sales in 5 minutes were 1.24 million, with 2,086 customers placing orders. It is estimated that order conversions were 15 million+, fans increased by 260.84%, and the number of viewers that night was as high as 4 million. Dongpeng’s live broadcast created a breakthrough for other companies in the industry. Unattainable heights. Celebrity IP + top streaming platform. In "919 Live Broadcast", Dongpeng relied on the tens of billions of top streaming live streaming platform Juhuasuan, and combined with the top star IP Liu Tao "Liu Yidao" to explore the combination of public domain traffic and top streaming platform to enhance the industry brand value, and achieved the effect of 1+1>2, helping the terminal to better attract traffic and increasing the potential and kinetic energy of Dongpeng’s new retail.
Bighorn Deer Super Wear-Resistant Marble Tile
Keywords: Designer Ah Shuang, super wear-resistant, live broadcast challenge
On August 16, 2020, A Shuang, an internet celebrity designer with more than 20 million fans, came to the Dajiulu headquarters to live broadcast to challenge Dajiulu, the world’s king of super wear-resistant ceramic tiles. 561,000 owners used Tencent Home, Sina Six major live broadcast platforms, including Home Furnishing and A Shuang Douyin Live Room, have witnessed the super wear-resistant advantage of Big Horn Deer.
In this live broadcast, Big Horn Deer used "super wear-resistant" as its highlight and selling point. With the help of six major live broadcast platforms including Tencent Home, Sina Home, and A Shuang Douyin Live Room, it collaborated with Internet celebrity designer A Shuang to accurately Draining traffic and successfully realizing online + offline integrated brand marketing.
Crown Pearl Tile
Keywords: "textbook level", investment, sea, land and air 720°
On May 25, 2020, “New Opportunities, New Blue Ocean—Guanzhu Tile Sea, Land and Air 720° Investment Promotion Live Conference” concluded successfully. 5 drones, 25 cameras, 13 teams of staff, 400 hours of preparation, 11 celebrities on stage, spanning 2 countries and 6 cities, live broadcast for 100 minutes, received 220,000 viewers, 190,000 likes, and over 300 Intended customers... This "textbook-level" investment live broadcast allowed all viewers to witness the strength of Guanzhu 720 degrees, which made people say it was wonderful.
Shunhui Tiles
Keywords: Li Bingbing, "I want to settle down smoothly", "NaturalDance"
At 19:00 on May 16, 2020, Shunhui's ultimate drama "Shunju Festival" 516 Super Brand Day, which has been carefully prepared for more than two months, officially launched. The results of this live broadcast are quite gratifying. In just 2 hours, the number of onlookers in the live broadcast room exceeded 100,000, the interactive likes exceeded 430,000, the exposure of Pacific Home reached 1.82 million+, and Sina Home reached 120,000+.
Behind the excellent performance is the tireless efforts of the brand. Before the official launch on May 16, Shunhui had already built momentum for Super Brand Day on major online platforms. The total exposure of the "I want to settle down" Douyin Challenge Breaking through 11.94 million, spokesperson Li Bingbing spoke for the brand, etc. The day's live broadcast was also a highlight. Peng Changhua, general manager of Shunhui Ceramics, personally visited the live broadcast room, the launch of Shunhui's "Natural Dance" series of new products, cultural and creative peripherals and other gifts... "Shunju Festival" 516 Super Brand Day is Shunhui Successful cases of strengthening youth communication and deepening brand building.
Asian Tiles
Keywords: Almighty new product, century stone, live broadcast release
On April 28, 2020, Asia Live released a new all-purpose century stone. Asia Group Chairman and President Lu Weijia and Group Vice President Zhang Honghui helped to raise the price. The live broadcast received 4.16 million views, with a peak online number of 375,000. The event A total of 11,369 orders were obtained.
In this live broadcast, the "president's price increase" indeed attracted traffic, but "for making iron, you need to be strong yourself." The flagship product released by Asia today - the all-purpose century stone set with negative oxygen antibacterial, 0.5mm tight seams, and super The four core properties of durable diamond glaze and ultra-flat body are integrated into one, solving the current pain points of mainstream residential bricks at once. Its "all-round quality" has also attracted the attention of many consumers and dealers.
Eagle Ceramics
Keywords: New VI, Eagle Store, Cloud Conference
On April 18, 2020, the Eagle Ceramics 2020 core dealer Nuan Chunyun meeting was held with the theme of "Brand Renewal, Value Improvement". Due to the special circumstances of the epidemic at that time, this meetingIt was eventually held in the form of an online live broadcast. Although it is just an internal cloud meeting of the brand and is not as eye-catching as the live sales and investment promotion data of other brands, the feats achieved by Eagle Brand in this cloud meeting are enough to go down in history.
First, the new VI of Eagle Ceramics was unveiled, updating the brand LOGO that has been used for nearly half a century; then it announced the layout of smart stores to build Eagle small stores; finally, it launched new products, with a total order volume of over 280 million that day. At a time when the epidemic was still quite serious and everyone in ceramics was panicking, Eagle Brand’s cloud conference not only directly boosted the confidence of terminal dealers, deepened brand building, but also opened the year of Eagle Brand’s “value improvement” in 2020 .
Oshennuo Ceramics
Keywords: smart store, franchise, new retail
On March 31, 2020, the online live recruitment conference for smart franchise partners hosted by Oceano Ceramics was grandly held. The 3-hour online investment conference attracted 143 outstanding partners to become fans. Oceano Smart The new model has attracted strong attention from the industry.
In recent years, the ceramic industry has successively proposed the concept of smart stores, but few have actually successfully implemented it. Oceano Smart Stores have done so. Based on the strong R&D and manufacturing strength of listed companies, relying on the mature new retail operation model of smart stores and preferential investment policies, Oceano’s investment record for this live broadcast smart franchise store has also opened the door to Oceano’s terminal wisdom in 2020. A new layout of the store.
Marco Polo Tiles
Keywords: CEO setting prices, robbing factories, promotions
On March 14, 2020, Marco Polo Tile’s large-scale online live broadcast promotion event “President sets ‘price’, big brands grab factories” concluded successfully. Xie Yuezeng, executive vice president of Weimei Group and general manager of Guangdong Marco Polo Ceramics Co., Ltd., personally visited the live broadcast room to bring exclusive benefits to consumers. In the end, the cumulative number of online viewers of this live broadcast promotion exceeded 1460,000, and 2.50,000+ orders were obtained.
In the fight against the epidemic, we focused on production and promotion of marketing. Marco Polo took the initiative during the epidemic and moved 4,500+ terminal stores from offline to online.Brand communication and effect transformation have achieved the "integration of quality and effect" in communication and boosted terminal morale.
As the COVID-19 epidemic is gradually controlled in China, large-scale offline events have been gradually opened and held in the second half of 2020, but the new model of "online live broadcast" has been deeply imprinted in the bones of ceramic people. Ceramic people are accustomed to live broadcasting, and deeply believe that live broadcasting is a very useful and effective way of brand promotion. Although it is not "live broadcast every day", it is certain that live broadcast will be included in the list of "brand promotion channels". In addition, for some brands with strong brand influence, complete after-sales service and other advantages, live broadcast can indeed directly sell goods and attract investment.
In fact, in addition to the 10 live broadcast events nominated by Taojun above, many ceramic brands held quite classic live broadcast events in 2020. For example: On December 31, 2020, Weige Quartz Brick Yao Wenjiang launched the ceramic industry’s first New Year’s Eve live broadcast speech and won agents in 9 cities; on June 20, 2020, in "Hello, Designer!" 》column’s first event, “Design Empowers the Spirit of Place” live broadcast, Owen Lai focused on “design + material” to empower brand promotion, etc.
So, among the brand live broadcasts in the ceramic industry in 2020, which one do you think is the most successful?
Final statement: This article only represents my personal opinion. If there is anything wrong, please feel free to comment!
