In 2009, the success of Taobao's "Double Eleven" opened an "era of festival creation." In the context of the trend of younger home furnishing consumer groups, home furnishing brands have also been involved in the wave of festivals. In recent years, many home furnishing brands have successively deployed festival marketing, and some have even "IP-ized" them to create grand events held regularly every year.
Amid this wave, Grace Tile has delivered a breakthrough answer on how to successfully create out-of-circle marketing IP. In the 818 Brand Day event with the theme of Grace's 2022 "Boundless · Spreading the New", we joined hands with the celebrity little tailor Zhang Tuotu and 13 Douyin million-level Internet celebrities and 90 Xiaohongshu experts to achieve the total number of the entire network. With an exposure of 3366W+, the #香云Sha ceramic tile inheritance action Douyin topic popularity was 2744.3W, and the total number of Douyin live broadcast viewers was 614.8W. During the same period, the total order completion rate of the "818 Huanxinjia" national linkage promotion activity was 107%, truly achieving popularity, A bumper harvest in terms of reputation and sales.
Relying on the forward-looking insight into the marketing power of cultural IP, Grace continues to focus on intangible cultural heritage, and uses the form of large resources + large implementation + large communication to create a product-effect synergy system that integrates online and offline to capture users' minds and establish a A new marketing model for the ceramic industry.
Focus on the inheritance of intangible cultural heritage
Leading the new trends in ceramic marketing IP
In recent years, the entire building materials and home furnishing industry has shown a clear trend of homogeneity in terms of brands, products, and marketing methods. By creating the 818 brand daily IP and inheriting and renewing it, Grace has redefined user perception and explored A brand marketing method with strong brand characteristics and favored by young consumers has enhanced consumers' sense of brand identity with Grace.
Both branding and marketing pay attention to "focus", and focus makes it easier to form "memory points". Over the years, Grace has continued to focus on the inheritance of intangible cultural heritage, creatively integrating traditional skills into ceramic tiles and applying them to daily life. It has also persisted in launching a series of intangible cultural heritage integration plans, relying on Xiangyunsha ceramic tiles to create a unique memory point for the brand. .
Since 2018, Grace 818 brand day has been launched for the first time, launching the new IP Big Lion, and launching a youthful brand strategy. By 2019, the first quarter of the intangible cultural heritage integration plan was launched. In cooperation with Zhang Shaojing, the intangible inheritor of the local traditional culture Xiangyun yarn weaving skills in Xiqiao, Foshan, the Xiangyun yarn tile 1.0 product was developed, which was the first cross-circuit intangible cultural heritage marketing and became The ceramic tile industry is the first example of cross-border cooperation and integration of local intangible cultural heritage.
By 2020, the second season of the Intangible Cultural Heritage Integration Plan will be launched with "Boundless·Extraordinary", a design thought event that reflects on intangible cultural heritage and future human settlements, and combines traditional culture and fashion elements, leading the new industry change.
In 2021, with the theme of "Unbounded·City", a new iteration of the 3.0 version of the Intangible Cultural Heritage Integration Plan will be carried out. Cross-circle collaborations with young artist Huang Lu and 18 Douyin masters will be conducted on-site visits to 7 cities to find the city. The inherent convergence between intangible cultural heritage culture and product culture allows intangible cultural heritage culture to be born and integrated into life, and then realize: use is the best inheritance.
Grace 818 Brand Day in 2022 will further promote the intangible cultural heritage integration plan. The star tailor Zhang suddenly announced that he has become the "Xiangyunsha Tile Heritage Ambassador" and jointly launched the Grace Xiangyunsha Ceramic Tile inheritance action to explore There are many possibilities for the integration of intangible cultural heritage, and the fourth generation of Xiangyunsha ceramic tiles has been officially released, using products to interpret "the inheritance can be passed on through use".
The reason behind the success of Grace 818 brand day is actually differentiated thinking. After four years of continuous operation, Grace has carried out all-round iterative upgrades in terms of products, marketing, concepts, etc., and 818 Brand Day has become a unique marketing event of Grace, inheriting intangible cultural heritage and incense clouds. The gauze tiles have also become the exclusive memory point of Grace Brand Day.
Grace breaks away from the homogeneous marketing craze, cuts in from a personalized and youthful perspective, and uses new concepts and marketing methods to "dialogue" with Generation Z, who are mainly born in the 1990s. The Grace 818 brand The daily event broke the simple and crude profit-sharing and promotion model of traditional marketing activities, and established an innovative sample of brand marketing in the ceramic industry with a combination of cross-border joint branding, national trend culture, content planting, and multi-channel communication.
Joining hands with celebrity tailor Zhang Sudden
Play with cross-border co-branding and national trend marketing
In recent years, "cross-border co-branding" and "national trend" have become the two major "Internet celebrities" in the marketing industry, and are widely welcomed by consumer groups, especially young groups. In 2022, Grace joined hands with "Intangible Cultural Heritage Chinese Style Communicator", New York Fashion Week "Post-90s Chinese Costume Designer", and "Star Little Tailor" Zhang Tudu, and launched joint clothing of Zhang Tutu and Xiangyun Sha Tile. It is Grace's bold attempt at cross-border joint cooperation and a new manifestation of Grace's "Intangible Cultural Heritage Integration Plan".
It is common practice to find big names to support brand activities, but it is rare to find the right person who fits the brand culture and event theme and can generate interactive "sparks". As the youngest Chinese costume designer at New York Fashion Week and the most promising Chinese fashion star in the Chinese fashion industry, Zhang Suduo has been committed to promoting Chinese traditional costume culture and showing the charm of Chinese style to the world. This can be said to be "like-minded" with Grace's insistence on "inheriting intangible cultural heritage". It is precisely what the two want to convey that is highly consistent, which makes this cooperation achieve the effect of 1+1>2.
▲ (The fourth generation of Xiangyunsha ceramic tiles - Xingjin· Indigo)
It is reported that the design inspiration of the joint clothing created by Zhang Sudden comes from the fourth generation Xiangyunsha ceramic tiles, among which the men's clothing is creatively inspired by the fourth generation Xiangyunsha ceramic tile products. "Xingjin Qingdai", the creative inspiration of women's clothing comes from the fourth generation Xiangyunsha ceramic tile product "Xingjin Haitang". Zhang suddenly captured the characteristics of Xiangyunsha ceramic tile products, integrated the oriental aesthetics of Xiangyunsha ceramic tiles' color, luster and color into clothing, and showed the beauty of Xiangyunsha ceramic tiles in the way he is good at.
▲ (The fourth generation of Xiangyunsha ceramic tiles - Xingjin· Begonia)
Practice a “combination punch” to spread the word
Multi-dimensional traffic diversion expands circle influence
If the sudden cross-border linkage with Zhang is just a marketing boost, then Grace's "multi-channel content"The communication combination of "+"multi-channel promotion"+"online and offline linkage" is the "killer move" that truly makes "818 Brand Day" a marketing breakthrough.
From the beginning of setting up suspense in the communication content, to the heavy announcement of "Xiangyunsha Tile Inheritance Ambassador" Zhang suddenly launched the Xiangyunsha Tile Inheritance Action and recruited team members. Then during the event, the highlights of the event will be updated in a timely manner, triggering follow-up reports from mainstream media. Then, through new media channels such as Douyin and Xiaohongshu, mainstream communication forms such as content planting, short videos, and live broadcasts will be used to use the perspective of young people. Language and expression are communicated interactively, fully penetrating the "Xiangyunsha Tile" life aesthetics from different angles, occupying the consumer's mental perception of Xiangyunsha Tile = Grace Tile.
From July 26th to August 21st, Grace Ceramics will work with 13 Douyin million-level Internet celebrities and 90 Xiaohongshu celebrities in 6 cities: Zhengzhou, Xi'an, Jiangmen, Chengdu, Taizhou, and Tianjin Experts jointly started the "Xiangyunsha Ceramic Tile Inheritance Journey". Use KOL to call events, check in at stores, live broadcast in stores, and plant products. We use innovative marketing models and multi-channel combinations across the entire network to attract traffic to stores, activate and retain users, and promote a closed loop of sales conversion.
In addition, Grace is truly committed to benefiting consumers. It has linked up with Grace's offline stores nationwide and launched the "818 Renewal Home" nationwide linkage promotion, bringing many fan benefits and huge benefits back to consumers. Xiangyun The trial price of new yarn tiles is buy 3 and get 1 free, and the consumption appreciation of 9.9 yuan becomes 1,000 yuan and other surprising and blockbuster terms, igniting consumers' unlimited enthusiasm for renovating their homes.
It is worth mentioning that in the Grace Tile Unbounded Innovation Awards and the 818 New Home National Linkage Live Broadcast Ceremony on August 21, Grace frequently distributed value-for-money benefits, lucky bags, and prizes, and drew the super grand prize Huawei P50 mobile phone.
Grace Ceramics Marketing Director Lin Xiaoxia mentioned in the summary of the event that this "Xiangyunsha Ceramics Heritage Journey" activated traffic with 13+ store live broadcasts totaling more than 19.5 hours; sharing life and experience through store visit and check-in method Beautiful, assisting the inheritance action, allowing more people to start with the intangible cultural heritage Xiangyunsha, pay attention to Xiangyunsha tiles, and then further understand Grace tiles, achieving a win-win situation of promotion and word-of-mouth.
Summary: When traffic is fragmentedIn this era, how can a brand be remembered by consumers? Creating a differentiated marketing model is a long-term theme of future brand marketing. Grace focuses on consumer demand and digs deep into the core of intangible cultural heritage and brand spirit; it uses diversified grass-growing content to inspire young people's perception of Xiangyunsha ceramic tiles, effectively boosting marketing effects and helping the brand attract fans; The communication combination enables brand activity information to reach the entire network, achieving traffic conversion and sales conversion.
The success of Grace 818 Brand Day is due to its precise insight into the current young consumer needs, its efficient output of brand value, and the help of hard-core products. In the future, how will Grace continue to implement the "Intangible Cultural Heritage Integration Plan", integrate brand development and cultural inheritance, truly implement the brand proposition of "culturally decorating the home", and provide consumers with more high-quality products for a better life? Worth the wait.
