2024 marketing cases, from Thayer, IKEA, Mengtian, Fusenmei, Baidusheng, Lin's!

Dacai Research, Chief Analyst: Deng Chaoming, Pan Home Furnishing Boss Business Internal Reference, Manager's Daily Reading, Business Staff of Front-line Personnel, to create an influential large home furnishing construction and decoration research institution, professional evaluation and communication center.

Four months have passed in 2024, and there have been a number of marketing cases one after another, both online and offline, with good performance in terms of creativity, strength and effect.

This kind of forging ahead in the marketing link is the driving force for the enterprise to move forward, and it is also the highlight of this industry.

Based on daily observations, Dazai Research has sorted out the marketing cases of several companies this time, and they are generally more influential, active and innovative brands, and we may be able to gain some reference value from their experience of striding forward.

Del Floor: Tang You Cup Marketing

In March 2024, Thayer Flooring became a sponsor of the 2024 TotalEnergies Thomas Cup & Uber Cup Finals and launched a series of marketing and promotion actions.

The Thomas Cup and Uber Cup, also known as the "Thomas Cup", is a world-famous badminton tournament held every two years. It will be held in Chengdu from April 27 to May 5, 2024, which is the first time that the world's highest level badminton tournament will be held in western China. Thayer Flooring, China Telecom, Great Wall Wines are the main sponsors.

As a sponsor, Thayer Flooring appeared in many aspects of the Tang You Cup, including the lottery ceremony, the ticketing ceremony, and the competition site, not only as an important supporter of the event, but also relying on the event platform to fully convey the health and environmental protection brand proposition pursued by Thayer, and began to promote Thayer Flooring to achieve influence in a wider circle to achieve a leap forward.

Before the game, the official Weibing of Del Floor released a number of issues of "Talking about the Tang You Cup" knowledge popularization content, introducing the origin and competition system of the Tang You Cup. At the same time, the "Fengyunhui" marketing campaign is being held, and the activity benefits of the 10,000 yuan Tangyou Cup double Chengdu May Day viewing tour are launched.

In April, the live broadcast of the national lottery at the headquarters of Del Floor's "Feather World, Net Rongyao" was successfully concluded, and a total of 16 lucky users were selected to give away tickets for the Tang You Cup.

From April 27th to May 5th, the Tongyou Cup entered the official competition stage, and the world's best badminton players gathered in the capital, and the popularity of the event will climb to the peak.

At the same time, the brand symbol of Del Floor appeared in many positions in the stadium, achieving strong brand exposure and becoming a big home brand in the hot spot of public opinion.

Baidesheng: Water Paint Health Customization Festival

Recently, Baidusheng held the "Water Paint Health Customization Festival Conference" in Anji Yu Village, Zhejiang, and joined hands with the Timber Institute of the Chinese Academy of Forestry, China Construction Expo, and Guangdong Custom Home Furnishing Association to launch the Water Paint Health Customization Festival and launch another round of healthy home lifestyle offensive.

In the form of water paint health customization festival, to accelerate the promotion of water paint customization business, one is to take the form of festival activities, advocating healthy home life, which has a strong sense of ceremony. The second is to support the nationwide marketing activities to provide consumers with customized benefits for water paint, which will help accelerate the implementation of the business.

Zhang Jian, chairman of Baidusheng Home Furnishing, explained the original intention of creating the "Water Paint Health Customization Festival", and he said that environmental protection is something engraved in the genes of Baidusheng. The recognition of users is the key to the success or failure of water paint customization, and Baidusheng advocates a healthy lifestyle, so that more consumers can enjoy the benefits of water paint customization.

At the same time, Long Ling, researcher & doctoral supervisor of the Institute of Wood Industry of the Chinese Academy of Forestry, Zhang Jian, chairman of Baidusheng Home, Chen Penghan, head of exhibitor marketing of China Construction Expo (Guangzhou), Yang Senjie, deputy general manager of Baidusheng Home, Yang Nianfu, chief engineer of Baidusheng Home Painting Research Institute, and Han Feng, founder of Guiren Xiangzhu Strategic Marketing Consulting, jointly launched the project of "Co-coating Daye", planning to take Baidusheng and other enterprises as the benchmark of the water paint industry to create the second main track of the industry with leading voice, leading scale and leading ecology.

Mengtian Muzuo: Wang Meng helped the live broadcast

As a product experience officer, Wang Meng, the four-time gold medalist of the Chinese Winter Olympics, appeared in the official live broadcast room of Mengtian Muzuo to help bring goods in the live broadcast.

Wang Meng and anchor Zhou Zhou formed a "super heavenly group" in the live broadcast room, and Zhang Xiang, director of Mengtian Home Marketing Center, parachuted into the live broadcast room to jointly announce the hot benefits with Wang Meng, and gave away a limited number of millions of welfare places.

According to statistics, this live broadcast covered 1,000+ cities, with a total of 260,000+ online views, 2 million+ likes, and 1.8 million+ exposures on the whole network.

In this live broadcast, Guimeng Space, Romani Space, Xingchen Space, etc. appeared, and through Wang Meng's perspective, they presented the technological strength and appearance quality of Mengtian woodwork, and revealed the password behind the high-end quality. The "Champion's Choice" home furnishing items recommended by Wang Meng have become a hot hit in the live broadcast room.

Fusenmei: 10,000 people expo

As early as February, Fusenmi launched the deployment of the "10,000 Home Expo", which is the marketing activity IP that Fusenmi has insisted on building in recent years.

According to the arrangement, the event lasted from February 24 to March 24, and a number of tangible rewards were offered to customers, such as 500 yuan back for actual payment of 10,000 yuan, and 10 times the difference in price for purchases. Subsequently, more consumption coupons, explosive products, gifts, etc. were added, and a number of big brands were united to provide cost-effective products.

What is impressive is that some low-priced big-name explosive products have attracted wide attention, such as Shuda mattress 315 yuan / piece, Chivas single chair 315 yuan / piece, Chivas five-star mattress 315 yuan / piece, Xilinmen mattress 315 yuan / piece, Wrigley light smart toilet 888 yuan / set, TATA Jinshang house silent entrance door + smart lock 1315 yuan / set, Haier large 1.5P air conditioner 1999 yuan / set, etc.

In terms of communication, Fusen has maintained a new "1+3" marketing offensive, comprehensively promoted online and offline, and won wide dissemination of multiple sets of creative content, successfully boosting the relevant activities of the 10,000-person Home Expo to reach more owners.

During the period, there were successive reports of the shopping malls made public, for example, in late March, the battle reports of the high-tech stores of the Fusen Ten Thousand Home Expo were made public:

More than 35,000 households visited the store, more than 20,000 orders were traded, and more than 50 activities were held in the mall, realizing the effect of being in the market. In addition, more than 100 brand events have been held in the mall.

In terms of community marketing, more than 600 stores were attracted and more than 800 orders were signed. The live broadcast of the mall received more than 200,000 views. More than 1,500 professionals have implemented national marketing, covering 11 million person-times. The media coverage is more than 20 million people.

Fusenmei's Chenghua store once announced the 10,000-person home expo activity report from March 4th to March 10th, which mentioned that the cycle traffic increased by 14.4% year-on-year, and the weekend scene increased by 16% year-on-year.

There are also many sets of performance cards in different aspects, such as the situation of Fusenmei's Douyin craftsman project, according to the poster of Fusenmei's UP Tiantuan activity, from February 24th to March 17th, the number of viewers of Fusenmei's UP Tiantuan video with goods was 3.7 million+, and the write-off rate with coupons was as high as 88%+.

At the same time, a number of on-site photos of Fusenmei's "10,000 Home Expo" activities circulated in the circle of friends, which showed that there were long queues from the gate of the mall to a number of brand stores, and the management personnel even pulled up a cordon outside the store for diversion.

Lin's Home Furnishing: 315 big promotion integrated marketing, 49800 whole family package

According to public information, this year's 315 promotion, Lin's Home Furnishing maintained the industry position of No.1 in the turnover of the 315 Tmall residential furniture industry, and its new retail performance grew rapidly in the first quarter.

During the event, Lin's Home Furnishing co-branded the desert post office under China Post and launched a rigorous quality challenge.

The 315 main leather big black bull sofa PS505, Hepburn leather bed TPC701, and muse rock slab dining table NVIR-B combination were placed in the depths of the Tengger Desert and put into a few days to withstand the extreme environmental test of high temperature difference. These products have been successfully challenged.

At the same time, Lin's Home Furnishing will also combine new products with desert style, shoot fashion blockbusters, and participate in the renovation plan of the desert post office.

In Zhengzhou, Lin's Home Furnishing created a million-level passenger flow landing event, and joined hands with the Desert Post Office to build a brand train in the Zhengzhou Metro:

The interior of the carriage is integrated into the desert scene, and at the same time, the leather material of the leather big black cow sofa PS505 is used to wrap the railings, handrails, seat cushions, etc. in the carriage, accepting the wear and tear resistance challenge of more than 1 million+ passengers.

At the same time, staff were arranged on the car to explain and interact with consumers to attract traffic to offline stores.

With more than 11,000 taxis, 12 bus routes, and 38 precise stop signs, the promotion advertising matrix fully covers Zhengzhou's core main roads and business districts.

In addition, Lin's Home Furnishing joined hands with Xinhua News Agency client city channel and Xinhua Youpin, a key project of Xinhua News Agency, to jointly sign a contract to launch the "Quality Domestic Product Selection Plan", and the two sides will launch fashion home furnishing products with all styles, categories and scenes throughout the year.

Lin's Home Furnishing activated the social platform position, attracting many influencers to share store visit notes, and with the benefits of celebrity peripherals, celebrity fans and trendy circles were successfully planted, driving store traffic. In addition, the peripherals of Wang Yibo's spokesperson are used as good things to attract consumers to the store to check in and experience and make transactions.

Another big move is the launch of the 49800 whole family package package, focusing on the selling point of "0 additions, real whole family, and rest assured installation", and clearly as the main attacker of the market throughout the year, to build a product matrix with "49800 as the leading, 17800 whole house customization + 29800 fashion package + 39800 light luxury package, etc. as the supplement".

The package covers 28 square meters of high-end cabinets + 14 pieces of leather furniture + whole house curtain package + 6 square meters of background wall + full of imported hardware, of which leather furniture involves sofas, primary and secondary beds and other finished furniture.

In view of the 49,800 large package products, Lin's whole family customization proposed the whole house imported hardware optional, the whole house high-face leather furniture 100 optional, PET skin feeling door panel + ENF level environmental protection board upgrade, no price increase, completely break the routine of various additions, plate upgrades and money.

By improving product configuration to meet the one-stop needs of consumers, we can solve the pain points of additional consumption in the customized industry, and take multiple measures at the same time, so as to consolidate the selling point of the brand of "0 additional items and real whole family".

This time, Lin's whole family customization put the 49800 package in the C position of the product, and launched a new round of offensive against the trend, which jumped out of the traditional idea of low total price.

Wolfa Fine Board: Interior Design Competition

The marketing case around the designer is still the focus of these four months.

What we are introducing today is the first interior design competition of Wolfa Fine Board, which is a brand promoted by Liweijia, which mainly provides multi-style board products.

Specifically, the event was jointly organized by WLAF Wolfa Fine Board-Furen Bamboo Fragrance Board, Kujiale, and Hettich, and attracted hundreds of whole-house custom designers across the country to sign up for the competition through the publicity and drainage of platforms such as Xiaohongshu, Kujiale, Moments, and public accounts.

Based on WLAF fine board, designers output customized design works for the whole house based on user needs, showing wonderful home design propositions. In the end, 15 designers' works stood out and won the first prize, including 1 special prize, 1 first prize, 3 second prizes, and 10 third prizes.

As a new force in the plate industry, Wolfa Fine Board is fully promoting design marketing, and is committed to providing differentiated system solutions for high-end custom factories, independent designer studios, and full-case decoration companies.

At present, WLAF fine board has collected dozens of series and hundreds of colors such as solid color, wood grain, stone grain, cloth grain, leather grain, double veneer, PET, synchronous wood grain, solid wood veneer and other processes, accurately locking the popular colors, log style, cream style, second-hand style, Italian minimalism, American style are all mastered.

IKEA: cost-effective marketing

At the beginning of fiscal year 2024, IKEA China announced an investment of 6.3 billion yuan over the next three years, involving sustainable price investment, omni-channel integration and optimization.

Subsequently, the company announced an additional price investment of more than 100 million yuan to launch more lower-priced products, and will launch more than 500 models throughout fiscal year 2024, covering a variety of scenarios such as bedrooms, living rooms, and kitchens.

In April, IKEA held a media conference to provide the latest insights into life at home and to introduce the concept of "meaningful value for money".

Cowan Orr, senior manager of commercial activities at IKEA China, said that based on IKEA's long-term philosophy and consumer insights, we propose and adhere to the "meaningful value for money", aiming to make consumers feel that the value gained is greater than the cost when purchasing and consuming.

The "meaning" in "meaningful value for money" is about the practical value that a product provides at an affordable price. At IKEA, we are committed to designing and developing products that people love, trust and afford, at a low price and sustainability, while combining good functionality, good looks and high quality.

At the same time, IKEA China has launched the "Hey! Half Price Friday" campaign in stores around the country to provide customers with a more affordable dining experience, and can enjoy half price for a variety of main meals.

Kefan customization: spokesperson Shu Qi

Another endorsement marketing case appeared, and the protagonists were Kefan Home Furnishing and Shu Qi. During April, Kefan officially announced Shu Qi as the global brand spokesperson.

This is a major strategy for Kefan to create a new expression in the international aesthetic leadership after aiming at the overall customized segmentation growth track of cabinet wall doors and positioning the brand strategy of light and high-end.

The choice of Shu Qi as the brand spokesperson this time is the basis for Kefan to establish a deeper emotional resonance with light and high-end consumers, which is largely due to Shu Qi's own brand characteristics of "relaxation" that can be consistent with Kefan Home.

From the fit of attitude and concept, Kefan and the spokesperson Shu Qi encouraged everyone to pursue their own good state and realize "so that customers can buy light and high-end products with customized money".