On September 20, Wrigley Bathroom 920 Super Brand Day, 1/3 of the 1.4 billion Chinese consumers experienced the hard power of China’s intelligent manufacturing online through the lens, and many consumer representatives visited the live broadcast room of the Wrigley Building headquarters , all praised Wrigley Bathroom. 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.
Full coverage of super anchor lineup
Give full play to the circle effect
With the advantages of concentrated traffic explosion and high-frequency user interaction, live broadcast has gained the favor of more and more brands. The greatest significance of this Wrigley 920 Super Brand Day's "preliminary content planting + mid-term topic interaction + full-scale publicity" is that after the live broadcast traffic burst period, users' attention can be effectively shifted and they can obtain more information. Long dwell time.
On the day of the live broadcast, Wrigley Bathroom was the first in the industry to release the "Bathroom Space Storage Guide". It also established a "knowledge-based + scene-based" "content-based live broadcast" by sharing ways to retain bathroom space, fun experiments with micro-decoration, and five major scenarios.
That night, Wrigley’s live broadcast room welcomed heavyweight guests and special anchors to visit the five pop-up stores of “Seeing Cleanliness”, “Seeing Time”, “Seeing Original Intention”, “Seeing Freedom” and “Seeing Wisdom” . Space management expert Bian Yuechun demonstrated the magic of space storage and shared the "Way of Space Preservation"; Sun Xinxi, Wrigley Product Recommendation Officer and German Red Dot Award judge, commented on the Wrigley Red Dot Design Award-winning products; there was also a BOSS team to ride the wind and waves. .
In the "Bath Meets the Original Intention" pavilion, Lu Jinhui, deputy general manager of Wrigley Home Furnishing Group, said with emotion: "As a post-70s generation, I have witnessed the development of bathroom products. From bathroom products to meet basic needs to relieve stress and liberate oneself, the bathroom space has changed. Despite earth-shaking changes, Wrigley Bathroom has always adhered to its original intention, hoping to improve people's quality of bathroom life and provideConsumers create the best bathroom experience. ”
During the period, netizens not only experienced the scenes of smart and beautiful life immersedly, but also interacted with Hu Ke, Wrigley product recommendation officer, Wang Xiaoqian, Wrigley product experience officer and former host of "Space Exchange", and Xie Wei, deputy general manager of Wrigley Home Furnishing Group interacted. From the front to behind the scenes, a super live broadcast night was presented, from endorsements by industry authorities to interesting interviews with celebrities.
In the early stage, Wrigley Sanitary Ware has promoted user UGC through multiple live broadcast activities. Among them, Wrigley Bathroom uses 2C home consumption platforms such as Xiaohongshu, Yidoutang, and Haohaozhu to promote high-quality content such as lifestyle, decoration style, and matching taste, establish connections between brands and users, products and users, and complete consumption Circle cultivation. In the early stage of 920 Wrigley Super Brand Day, Wrigley Bathroom launched Douyin's national mission of "Love Makes Life Smarter" to achieve customer acquisition and diversion. At the same time, Wrigley Bathroom joined hands with Yan Yidan to be a guest on NetEase Cloud Music's "Super Face to Face" column, once again reaching out to brand information, "increasing the frequency" of interaction between users and the brand, and giving full play to the circle effect.
Create "Wrigley Super Brand Day" IP
Inspire the long tail of brands
Ma Huateng wrote in the preface to "Super Connection": "Smart retail that integrates online and offline and operates independently" has today become an "indispensable must-answer" in the retail consumer industry. Online consumption has become the locomotive driving new growth in domestic consumption. Especially in response to the new coronavirus epidemic, companies such as Wrigley Sanitary Ware have launched a "digital war against the epidemic" through new retail channels such as mini programs, communities, and live streaming e-commerce. The consumption pattern has realized the division of labor and cooperation of "isolation without separation", forming a strong guarantee for the orderly resumption of work and production.
This force has accelerated the transformation of the entire industry, and home furnishing brands have embarked on a series of iterative developments such as online stores, online word-of-mouth, and online customer acquisition. This time ARROW integrated all categories of bathroom, ceramic tiles, cabinets, and customized home furnishings to create 920 ARROW Super Brand Day, which is a live broadcast day unique to ARROW.
Any good brand requires strong manufacturing, R&D, and marketing capabilities to support it. From smart bathrooms to smart balconies, Wrigley Bathroom, which has been upgraded to a "global smart master", has entered the smart stage of development, and its smart toilet research and development has entered the seventh generation.
In this live broadcast room, Wu Kun, a doctor from the Chinese Academy of Sciences, talked about the in-depth cooperation with Wrigley Bathroom for the first time. In 2017, Wrigley Home Furnishing Group was awarded the "New Material Application Base of New Special Fine Chemicals Technology Innovation and Industrialization Alliance of the Chinese Academy of Sciences" by the Chinese Academy of Sciences, officially launching in-depth cooperation between the two parties. In 2018, Wrigley Sanitary Ware started from consumer application needs and cooperated with the Chinese Academy of Sciences to promote the implementation and transformation of high-value projects. In 2020, it launched the industry's unique ultra-clean series of smart toilets to promote the Chinese toilet revolution with the theme of "health" and express Wrigley Sanitary Ware's mission. "Anti-epidemic" power: The antibacterial blue-light glaze used on the ceramic glaze is dense and smooth, and there are no micropores when observed under a 200x microscope; parts that are frequently used in the human body use nano-silver ion antibacterial technology, and the anti-E. coli rate is > 99%, and it is also blessed with innovative technologies such as triple self-cleaning of the waterway and G3 dual-engine flushing, which illustrates Wrigley Bathroom’s love for health.
Looking back at Wrigley's several large-scale live broadcasts this year, whether it is the simultaneous live broadcast of hundreds of stores during the first month of the country's large-scale events, the 618 live broadcast war, and this "920 live broadcast carnival night", they all show that Chinese brands are constantly improving the national The value of quality of life. As the leading brand in the bathroom industry, Wrigley Bathroom 920 Super Brand Day once again refreshed the new live streaming e-commerce 2.0 method, and Wrigley’s layout in UGC marketing will also help it activate the long-tail effect of the brand’s live broadcast activities, forming a long-term positive exposure in the future circulation to leverage greater business value in the future.
(This article is provided by the enterprise)
