Just ended818 , it may be just a promotional time node for other brands. But for Grace, It is not only the fourth brand day spent by Grace Ceramics, but also a very important marketing IP.
Studying Grice for four years818Excellent marketing action on Brand Day, It does not rely on cookie-cutterThe "routine" tactics have brought about new and eye-catching transformations again and again.
Grice Zi2019 launched the creative "Intangible Cultural Heritage Integration Plan", from the national intangible cultural heritage - Xiangyunsha, cross-border creation of the Xiangyunsha series that is highly creative and has gained reputation from all walks of life Products. No matter cultureCross-border, art cross-border,OrDesignCross-border and other marketing activities, Glaisi has tried and tested successfully. ButCreate a After a successful marketing label, how to continue to activate and build it Build a marketing moat and let marketingPlan Full sustainability is the strategic layout that Grace needs to think deeply about.
So in this year's On the 818 Brand Day, I noticed that it has created another high-profile cross-border case worth learning from - the "Grace Intangible Heritage Creation" topic activity, cross-border cooperation with newer art circles and young artists, and more choices. A communication platform with strong exposure, linking seven core cities to activate offline stores across the country. In the marketing circle, it is not uncommon for brands to cross-border intangible cultural heritage,But< span style="font-family:Microsoft Yahei">The brand and the intangible cultural heritage skills are dreamily linked, from the concept of new products, the third generation Xiangyunsha slate to marketing communication The in-depth matching of topics can be like a natural fit,QueyeVery few.
How did Grace make intangible cultural heritage able to cater to marketization in the wave of the times? ability?
original intention Persistencetiles with "intangible cultural heritage fusion" Jie Qingliu
Perhaps from the origin of the brand, Grace Tiles has given everyone the answer.
As early as2008 , Grace has already paid attention to Xiangyunsha's Grace Ceramics. It spent many years to obtain the patent authorization of "Xiangyunsha Yaguang Glazed Ceramic Tile and its Production Method", and worked with the inheritor of Xiangyunsha's intangible cultural heritage manufacturing skills. After in-depth exchanges and cooperative research and development, three generations of Xiangyun yarn have been launched since 2018TilesProducts——The first generation of Xiangyunsha < span style="font-family:Microsoft Yahei">Tiles , With reverence for intangible cultural heritage skills With the heart, God restores the texture and textural lines of Xiangyun gauze fabric on the ceramic tiles, and the clever fusion of finger-winding softness and hundred-refined steel creates a new level of appearance for ceramic tile products;
The second generation Xiangyunsha< /span>< strong>Tiles, breaks through the simple complex With a strict vision, it integrates modern aesthetics and trendy colors, showing innovation in a higher artistic pattern;
The third generation of Xiangyunsha slate, Once again a blockbuster in 2021, Grace chose to return to its roots, combining intangible cultural heritage techniques to sublimate the product at an artistic level, capturing inspiration from the production process of Xiangyun yarn, and letting the spirit of intangible cultural heritage techniques The beauty of rhyme is presented in detail through products, which is a new understanding of traditional culture.
From concrete to abstract, from simulated form to integrated, this is XiangyunshaTilesThe three-part transformation of the source of inspiration is also a strange story of the deep integration of traditional culture and industrial materials. It is also the process of integrating intangible traditional culture into the blood of Grace.
In other words, Grace was born with intangible cultural heritageIP label brand also has innovative products that are differentiated and cater to market trends, in line with the current situationThe emotional needs and consumption needs of mainstream consumer groups born in the 80s and 90s. Brands just need more dialogue channels and a more “down-to-earth” marketing context that can lead to wider exposure and dissemination.
Using is the best inheritance
Grice has always hoped to integrate intangible cultural heritage skills into everyone's daily life through its products. Inheritance is not just about reproduction, but more importantly about use and continuation. It does not stop at the creation of products, but also goes deep into the shaping of the spiritual core of the brand. What the brand wants to express: "Use,< /span>is the best inheritance"Integrate intangible cultural heritage into daily life, so that more modern people can like to use it and use it well. It must be more concretely perceived by users.
This year#Grace Intangible Cultural Heritage Building#'s topical activity was born out of nowhere. It happened to take advantage of the rising national trend, making this cross-border marketing a blockbuster and writing outstanding results that attracted the attention of all walks of life.
Create an intangible cultural heritage groupWhat is the purpose of “Creation Camp”?
1 foothold: In the current market, industry marketing has become involution and homogeneous. How to find new ways to seize hot trends and create hot topics that young consumer groups are interested in is a key foothold for whether marketing activities can achieve results.
1 core insight:With the rise of China's national power, national self-confidence continues to increase,"National Tide" "It is an inevitable trend to become the mainstream culture in the new era in the future. Whether it is the popularity of CCTV's cultural exploratory variety show "National Treasure" earlier, or the song and dance program "Dragon Gate King Kong" at Henan Satellite TV's "Qixi Festival Wonderful Tour" party a while ago, which has gained global popularity As you scroll through the Internet, you can see that young people are passionate about Chinese historical relics and traditional culture.
Grice, who has always been committed to inheriting intangible cultural heritage, has been waiting for an excellent opportunity. After deeply exploring and amplifying the commonalities between the brand and the young circle, Grace realized that compared to the monotonous splicing of national fashion visual elements, young people are increasingly looking forward to seeing innovative interpretations of traditional culture. However, innovative integration does not mean creating a wild and imaginative "stitch monster", but it means integrating traditional culture in an innovative way. The daily life of the public allows young people to understand and love them more deeply through life. This is the key to truly keeping traditional culture "alive". Grace, which has always regarded "use is the best inheritance" as its brand concept, clearly understands this.
1 marketing target: < span style="font-size:10.5000pt">By this yearWith the opportunity of 818 Brand Day, Grace integrated brand value and product value into marketing goals, effectively combined offline sales channels with online communication matrix, and used the intangible cultural heritage Innovating inheritance and use as the core of communication, and using the "ginseng sun" form that is now popular among young circles as the entry point, the topic of the new quality of intangible cultural heritage is "the third generation of Xiangyun Sha Slate", and the launch of #Grace intangible cultural heritage building#'s topic activities.
1 customized solution:Now, let’s explore a series of inspiring gameplays in this event step by step.
Play with the cutting-edge art circle Crossing boundaries and talking about intangible cultural heritage
First of all, activities need something that young people generally feel, fresh"spokesperson" and creative expression "perspective".
So this time#Grais Intangible Cultural Heritage Building#'s topic activities , with emerging young installation artist and Guangzhou intangible cultural heritage ambassador——Huanglu's cross-border cooperation is a bold, unique and correct attempt. In past marketing, Grace brand has put forward more than once the proposition of "unbounded craftsmanship, unbounded industry, unbounded culture, and unbounded art", and in The cross-border cooperation products and activities continue to make breakthroughs and innovations, striving to enable young people to "live" intangible cultural heritage through the combination of culture, art and life.
The cooperation between Grace and Huanglu can be said to be an opportunity, but it is not an absolute accident. Not only do both partners share the concept of "realizing more possibilities for intangible inheritance", but Grace tiles undoubtedly meet Huang Lu's vision. "Ideal material for intangible cultural heritage" with creative value. Huang Lu’s youthful image and artistic attainments also coincide with the Grace brand’s development direction of becoming younger, trendier and artistic... The attributes of both parties are inseparable from “space”, coupled with the inheritance and innovation of intangible cultural heritage The in-depth understanding of usage has created a high degree of compatibility between the two parties in this cooperation, and also made cross-border cooperation more natural.
The new quality creation of intangible cultural heritage jointly created by Grace and Huanglu breaks away from the traditional intangible cultural heritage Adhering to the one-sided limitation of "only talking about inheritance", we have successfully integrated intangible cultural heritage products with contemporary aesthetics and opened up the field of intangible cultural heritage trend art. new situation. Through a concise and interesting documentary, Huang Lu also personally described a future of intangible inheritance that makes young people want to enthusiastically repost and wildly call. Even more cleverly, Grace products such as the third-generation Xiangyun gauze slate have been rationally planted through Huanglu's creation, and the public opinion feedback from users can be seen.
1.3Billion+ takes advantage of the heat, and a cloud-piercing arrow and "thousands of troops" enter the camp< /span>
The cooperation with Huanglu started this timeThe first shot of "Intangible Cultural Heritage Construction". After that, Grace passedWeibo topic activities, online seven-city linkage offline stores across the country,18 Douyin million-level masters spread the city show, Xi'an Unbounded Chuancheng big show, etc.A series of highlight communication actions successfully detonated the topic and attracted the active participation of a large number of online netizens and offline consumers, creating more than 1< /span>< strong>.3 Billion+< /span>'s< /span>"Ginsun" popularity.
danzai In the Weibo topic activity, you will get 50 + well-knownBlueV’s fancy support participation has reached 1600w+, Get close< strong>2W discussions .
Select80After,90 The cultural circle, home circle, information circle, entertainment circle, and media circle that are most concerned about in the future, high-quality content can be obtained All walks of lifeKOL responded with support and activated PUGC content to help maximize the explosive power of the topic and maximize penetration into the target consumer group.
At the same time, it also convened seven cities in Foshan, Shangrao, Zhengzhou, Zhoushan, Shijiazhuang, Yulin, and Xi'an18 people owned by Douyin Masters with millions of fans joined hands to participate in the "Intangible Heritage Creation". The choice not only has appeal on the platform and can reach young people who like traditional culture, but also has good content "quality creation" capabilities. They collectively went to the core offline stores of Grace Ceramics to create high-quality content. As of now, the exposure of the topic has reached 2333W+, and is still growing.
At the same time, Gray Sri Lanka has also linked up with seven cities offline to carry out creative promotional activities simultaneously across the country"The intangible cultural heritage trend is coming and making money", and online topic activities They complement each other and continue to spread the topic through offline activities.
Not only that, this event also created abig day! Finally, we landed in Xi’an on August 22nd! The ultimate show of "Unbounded City Legend Award" has successfully detonated the private sector, linking offline venues in five cities; online, taking advantage of the power to launch new products, let "intangible cultural heritage create new quality" #三代The topic of Xiangyunsha Awards Bafang# was successfully created on WeiboNearly 100 million reads, the live broadcast also had a high number of people online 17.2W effectively activates dealers across the country, successfully covers private domains, promotes potential customers, and further realizes the precise empowerment of business value from marketing activities.
Intangible cultural heritage touches life Talent"Live" and "Live"
Intangible cultural heritage, as a precipitate The treasures of the craftsman wisdom and humanistic sentiments of the Chinese people for thousands of years should not be displayed in isolation in museums and carefully treasured. Inheritance and development should not be divorced from life. Only when more and more young people know how to appreciate the artistic beauty of intangible cultural heritage, love intangible cultural heritage and use the new quality of intangible cultural heritage in their daily lives, can inject more energy into intangible cultural heritage"fresh" and lasting vitality.
Just like this Grace The marketing case of ceramics is the same. From beginning to end, it revolves around the core concept of "use is the best inheritance". This kind of persistence engraved in the brand DNA is precisely This resulted in the success of this marketing strategy.
It is worthy of recognition that when the brand and intangible cultural heritage Cross-border is no longer superficial. New domestic products such as Grace's third-generation Xiangyunsha slate, which can be deeply used and made of intangible cultural heritage, will definitely win the favor of more young consumers. We are not only looking forward to Grace's new actions in integrating intangible cultural heritage in the future, but also hope that more brands can calm down and truly devote themselves to the grand cause of inheriting intangible cultural heritage, so that the innovative integration of intangible cultural heritage can flourish and flourish. Let creative marketing empower Chinese brands and domestic products to go further, even to the international field, so that the whole world can see the rich heritage of Chinese culture, and let the world's eyes favor the Chinese perspective!
