The high-speed rail network covers the whole country, connecting people from all over the world.
As a transportation hub, the high-speed rail station undertakes the "100 million-level" traffic, which has unique communication advantages in the media matrix communication and has become an indispensable part of the current brand strategic layout.
On the occasion of this year's May Day Golden Week, Han Shu, a brand of Shangmei Co., Ltd., opened the first offline Douyin pick-up point at Shanghai Hongqiao High-speed Railway Station to undertake offline super traffic during holidays, providing a vivid reference sample for the beauty industry.
As the TOP1 brand of Douyin beauty in the year, Han Shu uses Hongqiao high-speed rail station as a bridge and sets up a pick-up point in the atrium of the waiting hall in the security check, creating a new landmark of offline traffic in the magic capital with the most popular vision, the most popular products and the best service, forming a blowout effect of passenger flow, and determined to promote "Han Shuhong" to the whole country!
Online detonation + offline pick-up
"Han Shuhong" opens up the closed loop of super traffic
In the new era of consumption, the consumption concept of Chinese people has undergone great changes. How to connect online and offline to form mutual leverage, especially how to save the offline traffic dilemma, can be said to be a common pain point in the beauty industry.
In the face of crowded tracks and heavily divided traffic, if you continue to choose to focus on a certain channel and stay in the existing circle, the brand may fall into a dilemma where it is difficult to develop further.
With the introduction of new retail, beauty brands represented by Han Shu have begun to break the boundaries between online and offline to seek new development. The closed-loop innovation of online traffic detonating and offline physical store pick-up may create a new consumption model and new trend in the future.
As early as the beginning of Douyin e-commerce, Han Shu keenly captured this track, and gathered the traffic pool into his own hands through closed-loop links such as short dramas, grass planting, brand self-broadcasting, and talent live broadcasts. In 2023, Han Shu will win the first place in Douyin beauty with a GMV of 3.34 billion yuan, becoming an online "super brand" in one fell swoop. In the first quarter of 2024, Han Shu will still maintain the leading position of Douyin Beauty TOP1 with a GMV of nearly 2 billion.
While accurately capturing traffic online and exploding the brand's potential energy strongly, the super traffic brought by Han Shu is overflowing, and it is necessary to undertake conversion traffic offline. The high-speed rail station is precisely the traffic undertaking point with great gold content.
It is reported that the waiting hall where Han Shu Douyin pick-up point is located covers an area of about 11,340 square meters, with a fully open space that can accommodate up to 10,000 people waiting for the bus at the same time. On the first day of the May Day Golden Week, Shanghai Hongqiao High-speed Railway Station sent a total of more than 358,000 passengers, an increase of about 120,000 passengers compared with normal days. In other words, in just 5 days, Han Shu has leveraged millions of offline traffic and exposure.
With the strong demand for May Day travel and the flow of large traffic scenes hitting new highs, Han Shu has created a new business model of "online detonation + offline pick-up" at Hongqiao High-speed Railway Station.
Han Shu was able to successfully pass the strict audit of the high-speed rail station, and won the gold C position as a leading domestic brand, which also fully reflects the strong strength and excellent quality of the brand. After all, as the face of the city, the high-speed rail station has absolute credibility to the public, and has very strict review standards for the selection of settled brands.
With consumers
Comprehensively launched the offline battle
In addition to undertaking online traffic and bringing consumers a more convenient service experience, Han Shu's choice to open a store at Shanghai Hongqiao High-speed Railway Station is also another important strategy after the top 100 and CS channels in 2024. ”
As the most shining "touch of red" at Hongqiao High-speed Railway Station, Han Shu's "Douyin Pick-up Point" is a highly recognizable space that attracts many passengers. The beauty headline reporter found that Han Shu's "Douyin pick-up point" is simple and transparent as a whole, and the bright light strip design echoes the elements of the airport space, forming a smooth and coherent aesthetic space, giving people a sense of transparency. The red, black and white rings give the store furnishings and product shapes a three-dimensional effect, so that the store space presents a strong sense of technological beauty and dynamics.
A space integrating experience scenes, business travel scenes and new retail scenes, the "Douyin Pick-up Point" of Hanshu Hongqiao High-speed Railway Station has achieved an innovative breakthrough in scene service marketing and further expanded brand touchpoints; The large-scale "Han Shuhong" will also further awaken and strengthen the memory of consumers and promote transactions.
In Han Shu's "Douyin Pick-up Point", consumers can not only try a number of online super products such as Han Shu's red waist series on the spot, but also experience Han Shu's determination to deeply cultivate scientific anti-aging and bring better domestic skin care products to the Chinese people. This is a tasting hall, an experience hall, and an exhibition hall for Han Shu to interact with consumers. The fast-paced high-speed rail shortens the distance between cities, and even shortens the distance between Han Shu and consumers.
It can be seen that Han Shu cleverly integrated the "Douyin pick-up point" into the high-speed rail station, which is not only a perfect combination of products and high-speed rail scenes, but also an excellent solution that leaves a deep impression in the market.
Conclusion:
Lv Yixiong, founder and CEO of Shangmei, once proposed in public: "In 2024, Shangmei will strengthen Douyin, focus on Tmall, and return to offline to prepare for growth in 2025 and 2026." Through the offline layout in the next three years, we will achieve a balance between online and offline, and a situation where multiple heads go hand in hand. ”
There is no doubt that through a set of effective combination punches, the Douyin pick-up point of Hanshu Hongqiao High-speed Rail Station is a breakthrough and a key step in the offline strategy of Shangmei. As a representative of the new power of domestic products, Han Shu took the lead in breaking through the inherent brand communication strategy of the industry, laying out the core high-speed rail hub station, directly reaching the target group, achieving strong brand exposure, and pushing the brand to a new height.
Under the new form of marketing, Shangmei has always been actively looking for new ways of playing and new ideas, continuing to explore the strategy of balanced development of online and offline, laying a longer line of communication and marketing, and through online and offline two-way cooperation, doing a good job in the integration of product, efficiency and marketing, creating an aggregation effect, reaching the audience in a more efficient way, and making the super potential of domestic brands visible to more people.
On the road of the brand in the future, what kind of surprises will Han Shu create for the beauty industry? It's worth the wait.