When the "black swan" appears, some people fall into the trap, do not realize that this is an opportunity, be impacted, and then be eliminated; Others have seized the opportunity to stand on the cusp of a new situation. The epidemic situation is both a crisis and a turning point, and market turbulence is often a good time for enterprises to transform and industry pattern to change.

Current industry crisis, it is the key turning point that home furnishing enterprise changes to break through just. At present, live broadcast marketing as a burgeoning light marketing model, more and more attention by the home industry. However, as the public's taste continues to develop towards diversification and personalization, the form and content of live broadcasting need to be constantly innovated and changed.

Recently, China's famous household brand -- steel-land will take the lead in launching the new model of "cross-border joint live broadcasting", one action will brand own live broadcasting, shaping the benchmark of the entire industry.

Innovative thinking, leading the home broadcast iteration step

The total number of online viewers exceeded 3.02 million, the number of orders nationwide exceeded 62,000, the number of cross-boundary co-brand orders exceeded 10,000, and 67,000 consumption vouchers were effectively distributed. The first home furnace-industry crossover live broadcast of steel-land in 2020 was launched by a 3-hour online live broadcast on April 25, which created a new mode of cross-border integration between people and large consumption, which undoubtedly provided a replicating and promoting mode for home furnace-industry enterprises under the epidemic situation. And the number of a string of wave red of afore-mentioned, it is the home of si di luo LAN follows closely social hot spot and mainstream value, innovate live broadcast mode, elaborate plan, the result that executes effectively.

The success of the first show of steel-land's live broadcast in the double disc should be remembered first for its keen brand insight. As is known to all, in the post-epidemic era, in order to expand domestic demand and stimulate consumption, a number of places have introduced consumption vouchers to the public and the effect is remarkable, which has become a hot social event. Distributing vouchers in the furniture industry, the enterprise is very few, when this background, the emperor, Roland is not only the first time the principle behind the mastery of the consumers, namely "the special period, simple, direct, honest is favorable, is one of the most effective weapon to attract consumers", also brought the industry, and rapid decision-making, takes the lead in launching the "one hundred million yuan coupons, free to receive" the country.

Become a household brand of the industry's first distributing vouchers at the same time, the emperor, Roland also focuses on the content of planning, from food and clothing live line topic into four dimensions, both stimulated the economic recovery, guide the public opinion and media attention, truly, truly, also attract many consumers, also caused the industry many furniture companies to follow the trend, with different content of coupons, is indirect "for" to the more benefits for consumers.

On mode innovation, given the traditional model of selling goods live too simple, rough and flood, emperor Roland household live through innovation mode, create a new concept of "life" invited "home" life experience, play with food and clothing live line, good life experience and explore the goodness of life, full, many scenes to show emperor Roland household advocates a new concept of "life" let users never leave home can get high quality of life, promote life taste and texture, transfer, emperor Roland household sweet, simple sense the comfortable life that occupy the home, cause consumer resonance. At present, the household industry is mostly pan-household different industry association, less involved in other industries, let alone cross-border live broadcast. Therefore, for the household industry, cross-border joint live broadcasting is undoubtedly a new thing, but also consumers find it refreshing and surprising.

In marketing channels, emperor Roland household pioneered "homes" to "consumption" cross-border integration mode, joint wuhan form clothing, wuhan jingwuyangxiong duck neck, Zhong Lingong wuhan hot-and-dry noodles hubei brands, such as for hubei with goods together, but also show the most representative of hubei province in studio tourism business card, such as shennongjia, yellow crane tower, wudang mountain, and extract the lucky audience, after the outbreak of unity to tour the local scenery in hubei, stimulate the economy of hubei province, to explore and experience the fun of the journey of a better life.

From this perspective, the cross-border live broadcast of steel-land is not only a powerful innovation in brand marketing, but also a public benefit attribute, highlighting the social responsibility of the head brand. And this, exactly is also the steel-land live broadcast gameplay is another different place.

Accurate customer set up flow matrix

After the direction target is determined, steel-land home in action resolute and resolute, around the clear target immediate action. Through holding the launching meeting and department coordination meeting for many times, we have realized the accurate drainage and multi-point blasting through the advance deployment, efficient organization and depth empowerment. From technology development, platform cooperation, internal mobilization and live broadcast training... Completed a series of actions within two weeks, to ensure the special period of stilland home sales to achieve normal conversion.

In order to excavate and gather potential customers in a larger scope, steel-land home furnishing collects accurate traffic through advertising in moments of friends, toutiao and other new media platforms. Guide at the same time, the leading dealers and terminal stores across the country, their employees, distributors and cross-border joint brand staff are all mobilized, composed of a total marketing force, nearly ten thousand people around the country more than 2000 stores, in the country established a number of mobilization and command, many employees' families later spontaneously into the live events, give play to the force of the overall marketing, become the brand flow detonating booster rocket.

Seemingly no threshold, but rely on professional. A successful online live broadcast must have experienced the process of storing customers, exploring potential users, attracting communities and inviting viewers from dealers and shop guides all over the country in the early stage. Live broadcast is only the last step in the online marketing battle, but not the whole process. If the previous live broadcast was live with goods, then the current live broadcast is an online traffic entrance integrating customer communication, brand position, store scene digitization, etc. Only with the comprehensive thinking of selling goods, brand display, experience activities and traffic entrance, can the live broadcast be truly done.

After the epidemic, the online marketing mode of the home furnishing industry will accelerate the development, online promotion, customer storage, offline experience, explosion, transaction, online and offline integration will also become an inevitable trend. Online marketing war to household enterprises to accelerate the signal of new retail transformation and upgrading, we see part of the household enterprises transformation and upgrading determination. For the whole industry, this cross-border live broadcast is not only an opportunity but also an innovation inflection point, behind which is the reconstruction of home furnishing enterprises' marketing mode. In the future, the home furnishing industry should accelerate the digital transformation of the Internet in terms of marketing, and create an integrated online and offline retail mode on the terminal.

"Everyone living" to "big consumption" cross-border integration, steel-land into the industry vane

At present, the epidemic situation, live broadcast let offline "lonely" household brands "blossom" online, online marketing war to household enterprises to accelerate the signal of new retail transformation and upgrading, but compared with beauty, food, clothing and other fast consumer goods, because household is a low-frequency, high-value, re-experience industry, live broadcast sales method is not easy. Therefore, household enterprises should speed up the reconstruction of marketing mode, carry out the innovation of content and product marketing mode, and create an integrated online and offline retail mode on the terminal.

At present, household cross-border expansion is fast, the integration of various forms of business makes single consumption to multi-consumption transformation, therefore, some household enterprises began to consciously dig and develop more valuable new channels. Some home practitioners said that the epidemic situation, the market environment is not good, the need for personalized innovation, and the introduction of new business is one of the breakthrough to break the deadlock. In the form of live broadcasting to be bold innovation, try to cross-border integration, so that consumers in the broadcast room in addition to the purchase of household items, but also to enjoy clothing, food, housing and travel services. Cross-border integration, consumption, entertainment and experience are important trends in the future development of online live broadcasting. The cross-border live broadcasting mode will be an inevitable trend in the future development of live broadcasting.

The integration of online and offline, homes and large consumption of fusion and the fusion of the industrial chain, to actively explore new retail mode, the largest consumption in the field of working to improve consumer experience and enhance the efficiency of trade and industry can boost household consumption from low frequency to high frequency of rapid transformation, and through the integration of the resources, online resource sharing, get more traffic, opens the way of household industry transformation and upgrading of new retail.

Behind the success of this live broadcast, we can also analyze the change of the direction of live broadcast in the home industry. The traditional home furnishing industry is too dependent on the sales model of offline physical stores, which is restricted in the critical period, which accelerates the process of the home furnishing industry to embrace online marketing. It can be predicted that this steel-land household innovative live broadcast form will export the concept of "lifestyle" to the general public, which not only improves the brand influence, but also opens a new window of live broadcast marketing in the household industry, becoming a weathervane to break through difficulties in the industry.