Introduction: Dongpeng led thousands of its store shopping guides to transform into anchors and received 200,000+ views, 1.2 million+ likes and 10,000+ followers, ranking NO. .1.
The COVID-19 epidemic has affected a series of changes in social operation models and residents’ consumption behaviors, and has also given rise to new business layout directions; for the ceramic industry, stores have been postponed and store sales have been forced to press the “pause button”; but in the East Dongpeng took advantage of the situation and quickly adjusted its main marketing front to online. On February 24, Dongpeng officially resumed work, and the online marketing live broadcast is in full swing...
Capture traffic with one hand and facilitate transactions with the other
Dongpeng not only increases the acquisition of precise customer flow through various online channels, but also embarks on the implementation of live broadcast marketing strategies, leading thousands of its store shopping guides to become anchors. Relying on its own traffic Taobao live broadcast platform, Dongpeng operates new and old online Customers, cloud landing area blasting activities; in just one week, Dongpeng New Retail has launched hundreds of stores, received 200,000+ views, 1.2 million+ likes and 10,000+ followers, ranking first in the building materials category Currently, Taobao has the No.1 number of store participants in live streaming; during the epidemic, nearly 10,000 new retail sales were distributed to precise customers, which also contributed considerable new customer flow and sales conversion to distribution stores.
3 ways to play live broadcast marketing
As one of the highlights of this adjustment, the new retail live broadcast strategy, Dongpeng has set up three major gameplays: shopping guide independent live broadcast, regional linkage live broadcast and new retail independent live broadcast; the shopping guide independent live broadcast gameplay is designed to allow stores to quickly participate in and adapt to the live broadcast Marketing, use live broadcast tools to convert your own customers into online operations, and at the same time have the opportunity to obtain new customer flow from Taobao public domain; the purpose of regional linkage live broadcast gameplay is to provide the headquarters with the opportunity to warm up and attract traffic for large-scale events in the distribution area; new Retail independent live broadcasts can be combined with headquarters big data to conduct continuous research on innovative live broadcast marketing methods and traffic monetization;
The distribution team quickly adjusted frequency and entered the live broadcast marketing
The only constant in the current market is change itself. Brands must learn to adjust quickly and constantly adapt to business changes.change. With the change of main consumer groups, live broadcast has become a hot word in current consumption, and it has stood at the forefront of capital and market. Major traffic platforms have also increased their support for live broadcast resources for brands; Dongpeng’s distribution team is doing its best Seize this wave of dividends, quickly enter the game, and increase the construction of live broadcast marketing capabilities;
The abilities required for live broadcast sales are comprehensive. You should be good at at least one of the three: professional, entertainment, and promotional abilities, and it is best to combine the three. This gives the distribution store team a direction to grow its own sales capabilities. Growth will inevitably bring more fans, and the accumulation of fans will also attract more new customers. It is not a simple linear growth. Excellent anchors may bring more in the middle and later stages. Explosive growth. However, the current building materials industry, especially the ceramic tile industry, has not yet formed a role model. This is an opportunity for Dongpeng distribution stores, and the Matthew effect of live broadcast is particularly obvious. Dongpeng Headquarters New Retail will fully participate in the growth plan of outstanding shopping guide anchors, and work together with the distribution store team to strive to create Xiao Li Jiaqi in the ceramic tile industry and building materials industry.
Through accumulation, the advantages of new retail are highlighted
With this business adjustment, Dongpeng’s new retail advantages have been further highlighted; after years of active exploration and iteration of new retail models, Dongpeng’s new retail system has been quite complete, and Dongpeng’s headquarters and distribution team have accumulated a lot of experience. Efficient online and offline linkage and seamless synergy capabilities. Live broadcast marketing and social marketing were already an important part of Dongpeng's new retail strategy in 2020. The current epidemic has played a catalytic role. Under the premise that manufacturers' awareness and pace are highly consistent, the entire new retail strategy layout process has been accelerated based on the trend. .
There is no winter that is insurmountable, and there is no spring that will not come. In this darkest moment when the virus is raging, Dongpeng manufacturers have taken advantage of the situation to fight the epidemic together, striving to provide a new example of turning crisis into opportunity for the building materials industry to move towards spring.
(This article is provided by the enterprise)
