From January 8th to January 11th, Tmall Super Category opened its first smart lock category event, and together with the four captain brands in the field of smart locks in Luke, Duchman, Cadiz, and Gateman, they created door lock category upgrades. The new concept allows consumers to lose their keys and renew their locks for the new year.
It is understood that the daily sales of the relative door lock category achieved an explosive growth of more than 15 times, and also set a top-level sales of Tmall platform door locks Top2, second only to the double 11, pulling the four captain brand daily The average number of outbreaks was more than 200 times, and nearly 40 new explosive models of smart locks were successfully created.
Big data insight into the middle of production, new products for the lock tide
"Without a key, what kind of experience is it outside the door?" Many people have painful personal experiences in their lives. In an era when everything is extremely intelligent, the opening of the home is still stuck in the old key unlocking mode. It really makes modern people very annoyed.
In recent years, with the popularization of intelligent hardware technology and smart homes, the outlet has also been blown into the smart lock category. Thanks to Tmall's big data insights, China's middle class and new middle class are now undergoing a surge of upgrades. Since 2014, the number of smart lock shops and consumers on the Tmall and Taobao platforms have increased year by year, the penetration rate has also increased from 12.76% to 19.55%, and the number of smart door lock buyers is more than 150,000 years old. . The trend of door lock category upgrade is rising.
Tmall Super Product Class Day is a marketing IP that caters to consumer promotion and potential product category upgrades. It selects product categories that have great potential in the current consumer upgrade environment and can improve quality of life for consumers. This time, it will also bring intelligence and security to smart consumers, and it will bring peace of mind to the entire family and upgrade the keyless quality of life.
Magic campaign exploded consumer's mind about key pain
The Tmall Super Product class day smart lock activity, accurate insight into the pain points of using a traditional mechanical lock dependent on the key, marketing communication for the consumer shouted # I do not want to take the key # of the wayward attitude, wake up consumers for smart door locks The cognition of categories, the entire screen of the hegemony, integrated the micro-big V-traffic, the KOL media guidance, and deepened the consumer education of door-locking categories with knowledge media such as science and technology media, fruit shells, and know-how.
The campaign online marketing uses a series of magic videos, advertisements, and funny posters to detonate people's pain points on the key to form a virus.
A long-gasp video of the virus. The whole film swiped the brain through the “no matter no†magic tone. It vividly expressed people’s pain on relying on the key in a magical display form, symbolically conveying “no†to the key. The devil's attitude, clearing the brain and intriguing spirits, provoked the barrage UGC of the netizens, and I didn’t want to read 130 million with the key.
At the same time, this willful attitude without keys also spreads to the lines of the first-tier cities and second-tier cities. The magical elevator and subway advertising marketing events have completely released millions of reasons for consumers without keys.
The occupation of elevator scenes in the four cities of Beijing, Hangzhou, Shanghai, Chengdu and Chengdu is also one of the highlights of this marketing. Magical advertising has given consumers who are pursuing quality of life “too lazy to have a level and open doors to intelligenceâ€.
The Tmall Super Category Day x Deschmann discovered the Hangzhou train's # of trains in January. I don't want to bring the key # to the attitude of marketing. The combination of people's communicative travel scene attitude once again stamped people with the "lock" thing. Resonance.
In addition, the Tmall Super Category Day with a few captain brand to play with the consumer is really playing 6 to fly, the brand together to open a magic joke, with fun gif posters grass products, a group of hilarious posters, speaking From the function point and scene of the smart lock, the poster of the deer lock was hilarious and screaming could be heard across the screen.
The full-link, full-scene, magical marketing brings me to the point where I don’t want to take the keylessness of the key # to the extreme, from the scenes in which everyone experiences and perceives, to poke the consumer's heart. Comedy gifs and videos of magical diseases are brought together to create and communicate with the network. The fun and playful features of the smart locks are vividly conveyed to consumers, helping the brand connect consumers and foster a goodwill brand.
IP empowers merchants to lead smart door consumption upgrades
For smart door locks such as emerging potential categories, high consumer awareness threshold, long decision-making cycle, and more B-side channel sales, detonated a larger-scale long-tailed consumer-side market has always been the category of business expectations.
Tmall's super product category combines innovative, full-link marketing mixes, deep insights from the big data to door locks and consumer groups, from selection of products to game planning, to opening up consumer cognition and achieving category breakdown. The whole network snapped up and successfully unlocked the explosive power of the door lock category, helping merchants to bring the goods to the maximum. In addition, Tmall Superfamily Day also cooperated with the captain's brand on thousands of stores across the country to achieve offline experience, online ordering, creating a high-quality consumer experience, helping businesses accelerate the embrace of new retail.
The activity nearly doubled the single-customer price growth for the lock-type category, succeeded in building nearly 40 new explosion models, and won the widespread recognition of merchants.
Tmall Super Product Class not only helps businesses quickly boost product sales and strengthen industry leadership in the short term. In the long-term, it has also formed a category breakdown solution, creating new products, explosive models, sales conversion, and brand penetration. Enable businesses.
In the future, as an e-commerce marketing IP for cultivating industry categories and accelerating the growth of industry categories, it is believed that the Tmall Super Product category will become a detonation category market and strengthen the role of the brand industry as a super platform, bringing more products and services to businesses. Innovative marketing, together lead the industry consumption upgrade.
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