Focusing on good products and good prices, Lin’s Home 315 promotion leads the trend of quality consumption
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Spring is a good time to refresh your home. As the home furnishing industry’s first S-level promotion of the year, 315 is a must-win stage for major brands. Focusing on prices, products, and channels, leading brands are taking action one after another.
Focusing on good products and good prices, Lin’s Home Furnishings launched a quality brand by linking two major IPs to detonate the C-end, and linked up with dealers to achieve differentiated breakthroughs. Data shows that during this year’s 315 promotion, Lin’s Home Furnishings maintained its industry position as No. 1 in the residential furniture industry on 315 Tmall in terms of transaction volume. At the same time, Lin’s Home Furnishings’ new retail sales maintained rapid growth in the first quarter, making a strong start to the first quarter. , laying the foundation for high-quality development throughout the year and proving the effectiveness of the quality revolution.
Linked doubleTop IPdetonateOn the C side, Lin’s home furnishing quality strength is out of the circle
The “2024 China Home Furnishing Consumption Trend Research Report” states: “Chinese home furnishing consumers will return to rationality in 2024, and the trend of quality upgrading and consumption replacement will be obvious.” Under the new consumption trend, high-quality and cost-effective products can better meet consumers’ needs for both face and quality.
Seizing the market trend, Lin’s Home Furnishings takes “quality” as its core to detonate the potential of this 315 promotion. An in-depth analysis of its exit code is inseparable from the co-branding effect with two top IPs.
In early March, Lin’s Home Furnishing launched a stringent “Quality Challenge” in conjunction with Desert Post Office, a popular Internet celebrity IP popular among young people. 315’s flagship leather large black cow sofa PS505, Hepburn leather bed TPC701, and Muse slate dining table NVIR-B combination were placed deep in the Tengger Desert and underwent extreme environmental tests of high temperature differences for several days. With their solid quality, these products have successfully met the challenge. In addition, Lin’s Home Furnishing will also combine new products with desert style to shoot fashion blockbusters and participate in the desert post office’s renewal plan to present quality charm in a variety of ways.This incident has become a hot topic among young consumer circles, not only accumulating traffic for the 315 Big Sale, but also demonstrating the quality confidence of Lin’s Home Furnishings.
In addition, on the eve of the 315 promotion, Lin’s Home Furnishings joined hands with Xinhua News Agency’s client city channel and Xinhua News Agency’s key project Xinhua Excellent Products to jointly sign a contract to launch the “Quality Domestic Products Selection Plan”. Both parties will launch full styles, full categories, and full scenarios throughout the year. of fashionable home products. At the same time, we will continue to improve product quality-price ratio with quality upgrades, R&D innovation and other measures as the driving force.
By joining forces with national-level media IP, Lin’s home brand communication influence has reached a new level, and product quality has also received authoritative endorsement. It is reported that a variety of home goodies selected by Xinhua News Agency have been available online in thousands of Lin’s Home Furnishing stores across the country. As the cooperation deepens, I believe that both parties will launch more high-quality domestic products to respond to the people’s life preferences.
Fashionable goodsBreakout weaponwin market and consumer recognition
The key to marketing is essentially the synergy between product and brand. Without high-quality products as a foundation, it is difficult for a brand to have successful marketing. In this major promotion, Lin’s Home Furnishings used a variety of fashionable new products as a “battery ram” to set off a wave of quality consumption.
Genuine leather large black cow sofa PS505
For example, the main model promoted this time is the large black leather sofa PS505, which is a new product launched by Lin’s Home Furnishing after becoming one of the drafting companies of the new industry standard “Upholstered Furniture Sofa”. In addition to its online appearance and price tag of 1,000 yuan, under the escort of the newly upgraded quality inspection center, the genuine leather Dahei Niu sofa PS505 is far higher than the industry standard requirements in terms of core quality control such as “hazardous substances/formaldehyde release” . Therefore, this product has been recognized by consumers and the market since its launch and has become a popular item. It fully proves that good quality and good price are the core of good reputation and the key to achieving good results.
The brand’s global spokesperson Wang Yibo also praised the leather large black cow sofa PS505. By shooting the theme ID video, Wang Yibo personally experienced the comfortable sitting feeling of the product, stylishly interpreted the style of ideal home life, and invited fans and consumers to the store to experience more good things, creating more possibilities for his preferred life.
At the same time, Lin’s Home Furnishing has activated its social platform to welcome many experts to share their store visit notes. With celebrity peripheral benefits, celebrity fans and people in the trend circle have been successfully planted, triggering a craze for shopping in the store. The private domain of Lin’s home brand has expanded rapidly, covering more potential consumers and creating more conversion opportunities.
Product-Business LinkageGo to new highsdetonating a city and sweeping the country
New retail marketing is a commercial art that deeply integrates online and offline. In the deep adjustment cycle of the industry, Lin’s Home Furnishing has always paid attention to the business growth of its distribution partners. At every major promotion node, it will inevitably provide detailed customer acquisition tools and methods for its distribution partners, and work together on the front line of operations.
This time on 315, Lin’s Home Furnishings deeply collaborated with its dealer partners, and through the joint cooperation of the Desert Post Office, created a major landing event with millions of customers in the key sales area city of Zhengzhou. It not only deepens the value expression of product quality, but also effectively empowers distribution stores to convert sales.
It is reported that Lin’s Home Furnishings and Desert Post Office jointly built a branded train in the Zhengzhou subway. The interior of the carriage is perfectly integrated into the desert scene. At the same time, Lin’s Home Furnishing also used the leather material of the large black cow sofa PS505 to wrap the railings, armrests, seat back bags, etc. in the carriage, which can withstand the wear and tear of more than 1 million+ passengers. challenge. Passengers can intuitively feel the excellent performance of the product, and the “good quality” imprint of Lin’s Home Furnishings is directly embedded in their minds.
At the same time, Lin’s Home Furnishing worked with Zhengzhou dealers to arrange shopping guides on the cars to explain and interact politely with consumers to attract traffic to offline stores. With a large promotion advertising matrix composed of more than 11,000 taxis, 12 bus lines, and 38 precise stop signs, it fully covers the core main roads and business districts of Zhengzhou, achieving a super exposure of 264,000+ hours/day. In addition, Wang Yibo’s spokesperson’s peripherals serve as good attractions, which continue to attract consumers to the store to experience check-in and make transactions.
In addition, Lin’s Home Furnishings took Zhengzhou as the fulcrum to further promote the whirlwind of sales across the country. In addition to releasing relevant promotional materials in many stores across the country, key stores have launched key products to create a home experience scene. Lin’s Home Furnishing has also launched an incremental discount of “500 yuan off for every 2,000 yuan spent, and another 200 yuan off for every 5,000 yuan spent” to satisfy more consumers in selecting their favorite products.
Under the trend of quality-price ratio consumption, quality will become the winning password for the home furnishing industry to reverse adversity and move forward. By taking multiple measures, Lin’s Home Furnishing focuses on implementing the “quality revolution” and brings positive feedback to the development of the enterprise. , New Retail continued to maintain year-on-year growth in the first quarter, confirming that its “quality revolution” has achieved breakthrough success and has been recognized by the consumer market.
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