On the 2020 Wrigley Bathroom Double Eleven, there is no doubt that the sales will break the record: within one hour of the opening of sales on November 1, the sales of Wrigley Bathroom across the entire network exceeded 100 million; as of 22:00 on November 1, the core official store of Wrigley Bathroom Sales exceeded the entire day on November 11 last year; among them, the total exposure of live broadcast promotion exceeded 48.1 million, and the number of core official live broadcast views reached 1.458 million. Live broadcast sales increased by nearly 700% compared to 615 live broadcast.
Hundred Cities Carnival Thousand Stores Broadcast
As a benchmark in the bathroom industry, Wrigley Bathroom surpasses its peers or itself in sales records, which seems to be no longer enough to create excitement for itself or its peers; however, its new ways of playing and new digital exploration in the era of big data have created excitement for the bathroom industry. The home furnishing industry, or the traditional manufacturing industry, brings some inspiration and thinking. "Hundred Cities Carnival Thousand Stores Broadcast" is such a digital practice.
Bathroom furnishings are booming, and the trend is unstoppable
The impact of the global epidemic has changed people's working methods and living habits. Working from home is not only an emergency strategy to deal with the epidemic, but has become a daily routine for many people. According to US media reports, it is expected that employees working remotely permanently will account for 34.4% of the total employees next year. The home furnishing industry has experienced unprecedented strong demand due to the impact of working from home, the stay-at-home economy, and family epidemic prevention.
On November 1st, the booming sales of bathroom and home furnishings were particularly unstoppable: Zhang Jike, as the product recommendation officer of Wrigley Home Furnishing Group, worked with Xie Wei, Managing Deputy General Manager of Wrigley Home Furnishing Group, Xie Anqi, Director of Wrigley Home Furnishing Group, and Wrigley Home Furnishing Group Deputy General Manager Lu Jinhui and other leaders formed the BOSS team to launch a grand live broadcast with the theme of "Encountering an Arrow, Unable to Stop the Force", triggering a wave of shopping sprees during the Double Eleven for Wrigley Bathroom Products.
When encountering an arrow, there is no way to block it
It is understood that the live broadcast event focused on the demonstration of Wrigley Bathroom smart constant temperature showers, smart defogged bathroom mirrors, "super clean" series smart toilets, customized bathroom cabinets and other Wrigley Bathroom smart home ecology. Olympic champion Zhang Jike, together with global smart home master Wrigley Bathroom, bring an audio-visual feast of championship quality and smart life to the public.
Online + local, conquer the most difficult fortress of e-commerce
On this year’s Double Eleven, although the demand for bathroom and home furnishings is strong, and the first wave of battle report data from Wrigley Bathroom and other companies is certainly gratifying, people in the bathroom and home furnishing circle know better that there is still a huge breakthrough in this. Because bathroom furnishings have always been considered the most difficult fortress for Internet e-commerce to conquer.
As a traditional manufacturing industry, bathroom furniture has inherent attributes of low frequency, high price, emphasis on scenes and emphasis on experience. Traditionally, offline stores are the mainstay; however, as the post-80s and post-90s generations increasingly become mainstream consumer groups, they enjoy With abundant material conditions and growing together with the Internet era, it hasWith stronger consumption tendencies, higher consumer psychological expectations and more differentiated consumption concepts, they have long been accustomed to online, smart and diversified consumption choices.
Store live broadcast: Double Eleven Tmall top traffic exposure
There is a natural contradiction between the product attributes of bathroom and home furnishings that focus on offline experience and the online purchasing habits of the new middle class. Wrigley Bathroom, which has the new middle class born in the 80s and 90s as its core customer base, has solved this contradiction through wisdom: At this year's new product launch conference, Wrigley Bathroom announced the launch of the 10,000-store plan. In addition to the cooperation with offline home furnishing hypermarkets, it will also Township outlets are also vigorously developing, and are collaborating with Suning and other cross-sector partners to accelerate the establishment of sales experience touch points; at the same time, they continue to strengthen new retail and digital exploration, and the "Hundred Cities Carnival Thousand Stores Broadcast" activity was recently launched , that is, offline store live broadcast linkage, online viewing reservations, offline experience consumption, and the exploration of "localized operations" to open up the last mile.
Localization, last mile service
Local offline bathroom and home furnishing stores are the last mile connecting users. They are user-friendly with physical display, on-site experience perception, face-to-face communication and Q&A, local design and installation after-sales service, and regional practical experience; but they also have business hours, products Unfavorable factors such as the number of types and the professionalism of service personnel. At the same time, offline stores have launched online live broadcasts, which also have pain points such as low fan traffic, difficulty in acquiring customers, and high technical costs.
Wrigley Bathroom Double Eleven"Hundred Cities Carnival Thousand Stores Broadcast" event is a localized operation solution to open up this last mile. According to reports, during the Double Eleven period, Wrigley Sanitary Ware will link up with the Tmall platform to launch live broadcasts to lock customers in physical stores, increase local customer sources, and will provide localized traffic, combined with online advantages, to better link stores and improve performance. Catering to the current situation of online shopping for young bathroom and home furnishing groups, it reveals brand store information in a more comprehensive way and locates nearby stores for convenient shopping.
It is understood that in order to further standardize the management of new retail stores and better empower new retail stores, Wrigley sanitary ware stores across the country have opened intra-city shopping services and joined the live broadcast team. On November 11, Wrigley Bathroom will usher in a big wave of official thousands-store simulcast; when users browse Taobao, they can see the live broadcast of nearby Wrigley Bathroom stores everywhere, learn about the nearest store information, and make an appointment for the nearest offline experience.
Digital, you can enjoy the shade against a big tree
In fact, in an era where everyone can live broadcast, it is not surprising that Wrigley Bathroom's thousands of stores are broadcasting;The vane of the bathroom and home furnishing industry, the essence of Wrigley Bathroom's localization strategy is the construction of a digital ecosystem, backed by Tmall big data and Wrigley Bathroom's marketing matrix, to create local offline stores and local consumers' Double Eleven shopping spree.
As the first enterprise in the bathroom and home furnishing industry to lay out new retail, Wrigley Bathroom has formed a series of marketing matrix such as content planting, celebrity promotion, social video, node creation, etc., and has made a good start through the new year live broadcast, 618 live broadcast, 920 live broadcast, We have accumulated rich experience in large-scale live broadcast events such as Double Eleven live broadcast. On the other hand, relying on the big data advantages of the Tmall platform, we can achieve precise insights into the needs, habits and preferences of young consumers, accurately guide traffic in the huge public domain traffic, and reshape the impact on sales conversion and user stickiness.
According to reports, Wrigley Sanitary Ware has penetrated into mainstream Internet platforms; this time the Qiandian Broadcast in cooperation with Tmall has realized a variety of exposure methods: Taobao searches for [Wrigley Custom Home Furnishing Flagship Store] in the navigation bar below Find "nearby stores"; search for "Wrigley Sanitary Ware" on Alipay to view nearby stores; search for Wrigley Sanitary Ware on Tongchenggou to display nearby stores. More and more sales data show that live streaming e-commerce is becoming an important online track for home furnishing companies, an important place to accumulate private traffic, and a "new online blue ocean" linking young people to internationalization!
