With the arrival of the 8-day holiday, a booming "Chinese fashion creative concept festival" with the theme of "Chinese home" has also come to a successful end.
"China fashion creative concept festival" activity site (Photo source: jiuzheng building materials network, invasion and deletion)
the "China fashion creative concept Festival" was hosted by People's Daily Wenchuang and landed on the Liberation Monument pedestrian street, the online hot forging card in Chongqing. Classical oriental aesthetics and modern design viewpoints are interwoven and collided here, present a national fashion Home feast that belongs exclusively to Chinese. With fashion, good-looking product appearance, and comfortable and practical functionality, the new Gu Jia fabric products under KUKa are favored by many fashionistas. During the event, countless exhibitors chose KUKa exhibition area as the background of the photo, the appearance is very good, exquisite and full marks, and the popularity remains high.
It is no longer just a big home brand known only by the home industry. KUKa has changed into a highly recognized **traffic IP address for consumers.
KUKa, which appeared in the "China fashion creative concept Festival", gained a lot of popularity (Photo source: jiuzheng building materials network, invasion and deletion)
from home brands to top stream IP addresses, how does KUKa do it?
The upgrading and transformation of brand image is the result of comprehensive innovation in products, stores, channels, marketing, etc. Only by summarizing the road of transformation KUKa and stripping and sorting out the huge and complicated Gu Jia brand system layer by layer can we find that such a big breakthrough can be made, the two things done well in KUKa are indispensable.
User-centered, empowering products to be young, fashionable and internationalized.
This is a horizontal indicator of spatial scope. Products are the core competitiveness of brands, especially household products. Consumers have higher requirements for their appearance and use experience.
Taking this "China fashion creative concept festival" as an example, KUKa presents two new products: "Priya" deerskin velvet microfiber sofa and "Blue Dream Age" faux leather soft bed, there is also a Gu Jia mattress supporting 5G sleep system, which has a sense of science and technology and meets the needs of users in all aspects from the sense of beauty and quality.
The "Priya" sofa is Ash Green and fashion and young in total, which is interesting and simple and wrong with the cotton linen jacquard pillow, making the whole sofa more delicate and youthful. The shape is light and flexible, the back bag is movable, and the super wear-resistant and easy-to-care suede microfiber fabric makes it more comfortable to sit and lie; The 14cm metal high leg design makes the space more transparent, and it is also convenient for robots to enter and clean, free hands, deeply loved by young people.
KUKa "Priya" deerskin velvet microfiber sofa, full score of texture, details show the delicate feeling of the overall space (picture Source: jiuzheng building materials network, invasion and deletion)
blue Dream years faux leather soft bed combined with the current international design elements, with unique turquoise blue variegated and smooth and light lines and exquisite details design, rendering a youthful and slightly hazy sleep atmosphere. At the same time, the design of high backrest and sectional cushion not only brings visual comfort, but also supports the head, shoulder and neck in sections, supports the pressure of the waist, and protects the lumbar spine and cervical spine. 5G sleep system starts from the body perception of skin, muscle and bone, and goes deep layer by layer. Through the scientific quantitative index of five dimensions of temperature, touch, rebound, soothing and supporting, to measure each mattress, reshape the healthy sleep system and boost deep sleep.
(Image Source: jiuzheng building materials network, invasion and deletion)
KUKa "Blue Dream Years" faux leather soft bed perfectly integrates with national fashion space, bringing users a sleep experience with both comfort and fashion.
Second, reconstruct the output content and optimize the brand's marketing path in combination with the background of the times.
The vertical change of time and space also gives KUKa great consideration. The emergence of new things such as new retail, digitization, and live streaming bring goods has brought more diversified ways for KUKa to understand the new generation of users and get close to young groups.
(Image Source: jiuzheng building materials network, invasion and deletion)
KUKa close to mainstream consumers with younger and personalized brand tone
following the announcement of the brand's fashion strategy by Gu Jia fabric, a sub-brand owned by Gu Jia fabric, in KUKa, 2018, on March 21, 2020, the brand image was officially upgraded in an all-round way through a more fashionable and simple brand new logo on KUKa, while enhancing the fashion expressiveness of the brand and creating consumer brands, it also expresses with higher aesthetics, allowing KUKa to enter more international views.
In terms of marketing, KUKa has also made innovations in the content, methods and methods of communication. Instead of "showing the sense of existence" with a large number of brands, fashionable, young and international products are embedded into more activity scenes that young people like to see. Combined with Tencent games and Tencent videos, KUKa joined hands with a large number of popular IP addresses and high-quality content to debut in Sanlitun. Through the bedroom space with themes such as youth games, romantic princesses, and music, let consumers experience the joy that dreams fall into reality in real scenes; And this "Chinese fashion creative concept Festival", a huge scene space, the product display of KUKa only occupies the tip of the iceberg, but I can ask for a holiday for me. My bed cannot be separated from me, go out to see the world of flowers, go home and enjoy the life of my family, etc, from the very beginning, consumers have been firmly locked in their hearts. On KUKa sofas and soft beds, they release their inner "little beast" to their heart ".
(Image Source: jiuzheng building materials network, invasion and deletion)
interesting copywriting shows KUKa young attitude (Photo source: jiuzheng building materials network, invasion and deletion)
not only Chongqing, Beijing and other offline platforms, KUKa online brand promotion also presents exquisite and fashionable scene experience to consumers. Twice **named Tmall double 11 gala, continuously participating in the annual shopping carnival of the whole people; Wu Xiaobo's Taobao live show, KUKa selected products that match the theme of the live broadcast room to present, the interpretation of the quality life represented by the new middle class;** named AM continuous live broadcast room, witnessed the first online chorus of Ma Yun and Faye Wong, KUKa in the seemingly casual appearance again and again, will be exquisite, PICOOC of the brand tonality is implanted into consumers' minds, and the brand's emotional value is infiltrated beyond the efficacy value of the product to establish a benign and normal emotional communication with consumers.
(Image Source: jiuzheng building materials network, invasion and deletion)
KUKa products are presented to consumers through major online traffic platforms, bringing quality, fashion and exquisite home life.
In addition, the performance of KUKa in terms of services and channels is also remarkable. These forces gather together to improve the brand tonality and market reputation by KUKa, build a solid moat for KUKa ".
Firmly sit on the throne of top IP, and the brand transformation journey of KUKa will not stop. How to focus on consumer demand more accurately for product research and development, how to link home brand characteristics with consumer life more deeply, and how to bring better service to consumers more comprehensively...... KUKa is working hard.
(Article Source: jiuzheng building materials network, invasion and deletion)
