Under the sweeping wave of digitalization, Home Retail enterprises have also laid out new retail one after another. The traffic pool built around live marketing is an important part of Red Star Macalline's new retail.
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On the evening of September 23, Red Star Macalline and CCTV launched the "everyone loves Made in China" Red Star Macalline surprise carnival night live broadcast. This live broadcast won the total number of viewers and total number of viewers of home industry channels and furniture residential labels, the number of viewers per hour and the number of viewers per hour are the first in four live broadcast data. The 3.5-hour live broadcast locked sales of 0.18 billion, and sold coupons in the live broadcast room to accurately lock 106000 consumers for the following Red Star Macalline Tmall Carnival home decoration festival.
Red Star Macalline surprise carnival night, and create a new record of home live marketing
Red Star Macalline surprise Carnival Night by CCTV famous hosts Chen Weihong, Zhu Guangquan, Longyang anchor, invited Gao Yuanyuan, left and right sofa chairman Huang Huakun, TATA the chairman of the wooden door, Feng Ruiyuan, the chairman of aiyiris, fan Shanshan, and so on, helped the team together. It is worth mentioning that this activity is also the first live show of car Jianxin, chairman of Red Star Macalline.
This live marketing can be called half of China's home furnishing industry. Taobao has over 2.07 million live viewers, Weibo has 998000 live viewers, Tik Tok live stream has over 2 million viewers, live streaming on Kwai has 1.23 million viewers, during the live broadcast, CCTV network multi-terminal (including PC, mobile terminal, mobile TV, Internet TV) has watched up to 35.62 million.
The success of this live broadcast is not accidental, but the inevitable result of the careful preparation and careful planning of Red Star Macalline.
In order to better show the recommend home products this time and enable consumers to have a clearer understanding of the product shape and size, Red Star Macalline 1:1 set up an immersive experience live room with over 400 ㎡ in real life, with this live broadcast selection, a 6-room and 3-Hall super luxury large flat floor model room is matched according to the function, with bedrooms, living rooms, cloakrooms and so on, creating a walk-in immersive home experience.
The selection of home live broadcast is different from other categories. Because home unit price is higher, home consumption also pays more attention to experience, while live broadcast promotion activities need to be carried out in a short period of time, convey the advantages of the product to consumers as soon as possible and complete the time-limited sales task, which puts forward higher requirements for the selection of products promoted by Live home activities.
The Red Star Macalline surprise Carnival Night has a total of recommend 18 products. The selection of products is mainly standardized products, and there are few non-standard customized products, which is convenient for consumers to make timely decisions according to their actual situation. Specifically, the choice of brands and products is also the best choice. It took a month before and after, and finally chose TATA wooden door, Sofia cabinet customization expert, haolaike, red apple, KUKa, left and right sofa, double tiger and other 14 people choose brands.
If you are not satisfied with the purchase of ordinary products, you can return them in time. However, many household products are large in size and high in unit price, which makes transportation and return more troublesome. Therefore, in terms of the choice of preferential methods, most of the live broadcast activities also provide online purchase coupons, order locking preferential prices, and pay off the current consumption according to the activity price after the store experience. It not only guarantees the service that consumers purchase after experience, but also realizes online to offline drainage.
In line with the group strategy that Red Star Macalline raised the home improvement business to the first business this year, 10,000 high decoration cash red envelopes were specially released during this live broadcast to give back to the decoration owners. Not only buy home, but also choose decoration in Red Star Macalline.
In the process setting of live broadcast, the president of the brand brings detailed product introduction to the audience, and the host of CCTV brings real user experience to consumers. Gao Yuanyuan, the life experience officer of Red Star Macalline, is also present to share the feeling of home life, the strong combination ensures the user experience of live broadcast; The novel and interesting price-cutting activities, interspersed with the lottery, also reflect Red Star Macalline's proficiency in the new marketing method of live broadcast.
Up to now, Red Star Macalline has broadcast nearly 50000 live broadcasts nationwide, and it still maintains the largest number of anchors in home decoration and home furnishing industry on Taobao live broadcast platform, the largest number of opening broadcasts, the largest number of people watching, and the largest number of visits to products, the number of people watching online at the same time in a single session is the largest, and the number of fans transferred in a single session is the largest.
Continue to add code live marketing, Red Star Macalline's new retail layout
Since February this year, Red Star Macalline has been live marketing in national shopping malls, and the live track has been fully distributed.
Red Star Macalline launched the "top seller" star live competition at the end of March this year, digging out excellent anchors from home furnishing stores tens of thousands of employees across the country, sun Mengqi, who participated in the live broadcast of the surprise Carnival Night, was the number one star anchor who stood out from this game. Red Star Macalline uses the most professional skill training and team packaging to create potential employees as independent anchors and gradually build its own KOL system.
At the same time, Red Star Macalline also seized the hot spot of the president's endorsement of products, and actively promoted the brand boss to endorse products, super category festival, super home decoration Festival, May Day promotion and other activities, there are all group president-level guests incarnated as anchors, bringing detailed product explanations to consumers and offering exclusive discounts.
The senior staff, together with the cooperation with CCTV host Tian Tuan and Gao Yuanyuan, a three-dimensional live broadcast matrix covering "senior staff celebrities" has been constructed.
In addition to high-quality professional anchors, how to activate traffic is also a top priority for the success of live marketing. In recent years, Red Star Macalline has gradually built its own traffic channel with both public domain traffic and private traffic.
In terms of public domain traffic, Red Star Macalline has been cooperating with Alibaba ecosystem since last year, operating the main position online with Tmall in the same city, and taking Taobao Live as the core marketing tool. The live broadcast was fully supported by Tmall local stations nationwide, as well as key resources from Alibaba's official Taobao live broadcast station, star intelligence agency and Taobao Live Search hot list.
Another result of in-depth cooperation with Alibaba is the largest data center in the home industry, which contains more than 2,000 exclusive labels for home decoration and home furnishing industry. This data center enables Red Star Macalline to accurately reach middle and high-end home improvement users during the pre-heating process of live broadcast activities, thus realizing accurate global drainage.
Behind this live broadcast to watch and convert double heights, the huge private traffic pool built by Red Star Macalline is also indispensable.
Red Star Macalline has the industry's first community matrix covering 3.48 million precision home improvement users nationwide and 20677 medium and high-end real estate owners. There are also 200000 shopping guides, home improvement designers, home improvement KOL is the industry's No. 1 media national marketing platform composed of active group talents.
Under the sweeping wave of digitalization, Home Retail enterprises have also laid out new retail one after another. The traffic pool built around live marketing is an important part of Red Star Macalline's new retail.
In addition, Red Star Macalline also launched new retail in Shanghai and Nanjing. Consumers can learn about commodity prices, sales and evaluation online, and then conduct physical scene consumption experience and sales services.
Relying on diversified offline physical scene experience and localization services, coupled with the technology and data blessing brought by Alibaba, Red Star Macalline has created a closed loop for online and offline integrated operation around new retail.
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The impact of the epidemic has brought brand-new thinking to the home industry. Home retail enterprises are also actively testing new technologies and adopting new marketing methods. New Home Retail has become the trend of the industry. However, when discussing new retail, we should see that the essence of fresh retail is better user experience and higher operational efficiency.
Online, Red Star Macalline focuses on improving the consumption experience of stores and improving the operation capability of localization services. Online, with the help of public domain traffic and self-created private domain traffic, through a series of precision marketing activities, Red Star Macalline reduces traffic costs, improves traffic utilization, effectively improves the operation efficiency of enterprises, and provides better user experience.
(Article Source: www.iyiou.com, invasion and deletion)
