The wind rises at the end of Qingping, and the waves form between the waves.
During the 2021 Super New Product Day, Wu Minxia, the olympic diving gold medalist signed by life home, as a star pusher, through the dual identity of Olympic champion and baoma, led to the popularization of the special floor for infants and young children in life homes.
From the Chinese women's football team to Axon to Wu Minxia, life has refreshed the height and breadth of sports marketing again and again.
Break through brand cross-border barriers
Sports marketing has become the symbol and connotation of the life home brand
In essence, the biggest benefit of brand cross-border is to let the elements that are originally less relevant penetrate and integrate with each other, bringing an unprecedented sense of three-dimensionality and depth to the brand.
In 2019, Life Home Floor signed a contract with the Chinese women's football team to create a social media marketing campaign of "forwarding Weibo and injecting energy into Chinese women's football team", which received 450 million exposures; in 2020, the life home official announced that Axon became a brand spokesperson, combining the characteristic advantages of Axon's fiery "foot feeling" and the "foot feeling" of life home floor products, so that the product declaration of "good foot feeling, better home" was deeply rooted in the hearts of the people; in 2021, Life Home signed an Olympic diving gold medalist Wu Minxia as a star pusher, and launched the linkage #Mom Builds a Green House # Theme Interactive Activity has led to the popularity of special floors for infants and young children in living homes.
It is not difficult to see that the life home jumps out of the conventional cross-border solidification idea, accurately cuts into the user's behavior preferences, takes advantage of the traffic east wind of the young people's national pride index in recent years, continues to output brand-related content through strong association with the crowd, topic and sports stars, breaks the original solidified marketing barriers, effectively expands the boundaries of brand reach, raises the topic degree to the extreme, invisibly brings cross-border marketing to a new height, and also makes sports marketing become the symbol and connotation of the life home brand.
Tamping the "Is love home" brand temperature
Sports marketing leverages communication power
Under the situation that sports have become a hot topic, the layout of sports marketing by major brands has long been the trend of the times. However, in the face of many players entering the game together and the fragmentation of consumer attention, every sports marketing of the family from the beginning of women's football to Axon and Wu Minxia can maintain a leading edge in the fierce competition, which obviously has a deeper connotation.
1. "Lightning protection" entertainment stars collapse and exert sports marketing
In recent years, young consumer groups have gradually occupied the mainstream of the market, and home furnishing companies have also made efforts to brand marketing to please the emerging purchasing power, and inviting traffic stars to become brand spokespersons is one of the more common methods. The high popularity, popularity and fan appeal of traffic stars can bring real money and silver benefits to the brand.
However, this fanatical pursuit of idols by this fan base is always a double-edged sword. Once the traffic stars have flaws, the collapse of high-rise buildings will be very fast and complete. In December 2019, Vantage signed Wu Yifan to become the brand spokesperson, but in just three years, the spokesperson Wu Yifan was imprisoned.
For brands, the collapse of the spokesperson's reputation is first caused by the damage to the brand image. Artists exposed the scandal, the brand is not announced to terminate the contract can sit back and relax. In the Wu Yifan collapse incident, Vantage sued Wu Yifan and his brokerage company according to the rights and obligations of the contract, but was dissatisfied by netizens, believing that they were rubbing hot spots and other insults. This emotional shift from love to hate has a very large impact and is also very extreme.
More importantly, millions or tens of millions of signing fees have been spent, and many brands have a high probability of not getting the star's breach of contract compensation. If there is no accident, it is already, and if there is an accident, the dumb eats the yellow lian, and there is bitterness that cannot be said.
On the contrary, since the beginning of 2020, Life Home signed Axon to become a brand spokesperson, today, Life Home has not only accompanied and witnessed Axon's countless wonderful highlight moments on the field, but also passed on the product concept of "good foot feeling, better home" to consumers through Axon, injecting strong brand power into Life Home and realizing the effect of three-way resonance of brand, sports and consumers.
Obviously, whether it is ten years of hard training, blood, sweat and tears, or the Olympic arena, although tens of millions of people are eager to win glory for the country, athletes undoubtedly have a more magnificent and upright public image. In terms of the risk of overturning and collapsing, the private moral performance of sports stars with stronger collective and discipline can also reassure the brand.
2. With the help of sportsmanship, cleverly empower brand culture
Looking back at the marketing of life homes in recent years, it can be found that the living home floor has been subtly rooted in the user's memory through the two-way output of spiritual + material level.
It is understood that the living home deep ploughing environmental protection home, healthy life field for many years, is the first domestic "child safety level certification + aldehyde-free certification" double certification of the floor brand, now the main promotion of infant special series of skin-friendly floor is the use of water-based environmental protection paint micro-nano technology, but also launched the first through the National Building Materials Testing Center professional antibacterial performance certification of nano salt antibacterial floor, antibacterial rate reached more than 99.9%, antibacterial test results reached the highest level of the national standard.
Through continuous innovation and persistence in the field of flooring, living home flooring has accumulated a deep foundation, and then with the help of sports marketing again and again, the brand culture and sportsmanship are skillfully integrated. At the press conference that the official Axon was the new spokesperson, Lin Deying, the floor of the life home, said that the life family should not only use sports events and sports stars to promote the brand, but also integrate the spirit of sportsmanship into the corporate culture, and everyone should not accept defeat and not admit defeat together, and unite and forge ahead towards a higher, faster and stronger goal.
3. Deeply bind the endorsement image and strengthen the "strength" association label
Any enterprise stepping into an unfamiliar market, wanting to quickly get the recognition of the new market, and then patiently cultivating the target user to recognize the brand, to achieve sales conversion, sports IP and sports events are definitely one of the best marketing tools. The cooperation between the life family and the football level is first based on the huge flow after the naturalization of Axon, and secondly, the life family cleverly combines the factors of football "good foot feeling" to play better, and establishes a related label with the foot feeling of the floor product.
Axon has strength, and the living home floor also has the quality of "no aldehyde additive, child safety level", giving users "rest assured foot feeling". Axon's love for football continues, and the floor of the living home also brings "warm and comfortable foot feeling" due to the "structurally stable geothermal lock", so that consumers are not afraid of winter. After entering the Chinese Super League and eventually becoming the first naturalized player without blood, Axon created a goal record in China's top professional league, and spared no effort to run for China's honor on the field, highlighting a "spelling" word, which also fits the product language of the "versatile patchwork combination" of the living home floor.
Life home through the unique spokesperson image, their own product strength one by one, and created a more long-term product differentiation association - the ball kick is good or not, the "foot feeling" is up to the end; the floor is good or not, but also the real foot feeling.
4. The crowd is highly compatible, and the fine circle is spread
The relevance of the brand and the event is reflected in the high degree of fit of the target population.
Taking the sports marketing event of the "Super New Product Day" of the living home floor in recent times as an example, Bao Mama, as the first decision-maker of infant and young child product purchase, has an increasing voice and influence in the decision-making of home improvement consumption. As a diving champion of many Olympic Games and one of the representative figures of China's baoma, Wu Minxia not only has been shining in the sports world, but also has made great achievements in the fields of parenting and home furnishing.
Therefore, the living home floor chose Wu Minxia as the star push official, with the help of Wu Minxia's pregnancy of the second child official announcement, around the health home improvement controversy, to create a spokesperson hot event, is a refined communication for consumer decision-making groups. At the same time, the group of baoma is highly active on the social platform - baby tree, and it is very enthusiastic and communicative. They have also naturally become good helpers for the spread of brand influence.
When we evaluate a national brand, we not only pay attention to how much influence its brand is, but also look at how much its brand is responsible.
The strong joint efforts of Life Home, Axon and Wu Minxia to leverage the mass communication force, not only extending the sports spirit from the sports circle layer to the pan-entertainment culture circle layer, spreading from the vertical sports user group to the horizontal public, but also further infiltrating the brand temperature core into daily life, so that consumers can continuously feel the brand spirit of the living home floor dare to think, dare to fight, dare to create, consolidate the brand temperature of "is love home", and successfully create a brand trust system.
epilogue
In general, sports marketing in the pan-home industry has mushroomed and become a trend, while life home is more intelligent and strategic, not only in the form, gameplay breakthrough innovation, but also let the brand concept in different circles of users, the formation of a communication emotional point, for the brand long-term marketing strategy to open up a new idea.
From Axon to Wu Minxia, the living home floor is in sports marketing, all the way.