This Chinese Valentine's Day, Zhou Dasheng hides love in the light
2024-08-13
한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina
If love has a symbol, what should it be?
Zhou Dasheng’s answer is: light.
This year, on Chinese Valentine's Day, the national jewelry brand Zhou Dasheng discussed the proposition of "love" with the theme of "Dasheng is polite, shining for love". The brand uses light as the "medium of love" and shockingly released the industry-leading new fluorescent enamel craft product - "Glowing Gold", and simultaneously officially announced Ren Jialun as the global brand spokesperson. Taking advantage of Zhou Dasheng's Tmall Super Brand Day, a series of online and offline theme marketing activities were carried out, bringing together national media, celebrities, multi-platform high-quality talents and other resources. Based on products, it successfully created a Chinese Valentine's Day marketing event that subverted the brand's tradition and delivered a brilliant result on the sales side: Zhou Dasheng's official flagship store's Tmall Super Brand Day transaction volume exceeded 300 million, and jumped to the top of Tmall's jewelry and clothing industry rankings; from August 1 to August 10, Zhou Dasheng's e-commerce omni-channel cumulative pre-refund GMV was 550 million.
New product launch | "Glowing gold" refreshes the public's inherent perception
As the scale of the Chinese jewelry industry continues to expand, consumers' demand for product technology upgrades and product category expansion has become the main driving force for the industry's development. With decades of industry experience, Zhou Dasheng has kept up with market trends and successfully created another industry hit since the "jelly enamel craft" through continuous research and development and innovation - Zhou Dasheng fluorescent enamel craft. In order to build momentum for the Qixi Festival and to let users understand the comprehensive innovation of the product, the brand tried to use CG animation short films to release new products for the first time, and quickly attracted the attention of target users through the construction of virtual reality scenes; the online omni-channel GMV of the new product [Glowing Gold] exceeded 100 million in just the first four hours after it went on sale.
Among them, Zhou Dasheng's Secret Fluorescent Enamel Confession Bear and Secret Fluorescent Enamel Moon Rose are Zhou Dasheng's milestone hits. In less than half a month, they became the tens of millions of hits in this event. The exposure of the new series of products exceeded 500 million, and the sales volume exceeded 26,000 pieces, which shows that consumers love them. The new product of the National Treasure series - Fu Lu Mian Mian was completely sold out on the first day of the super product.
The explosion of new products reflects Zhou Dasheng's pursuit of product innovation for ten years. Under the collision of thousands of years of inheritance and modern creativity, Zhou Dasheng's enamel craft has made a breakthrough in integrating environmentally friendly light-storing luminous materials. After absorbing and storing light energy, this material can show a charming fluorescent effect under the irradiation of a specific light source, and it has transformed into "glowing gold". While everyone is still immersed in the glittering light, Zhou Dasheng has upgraded and derived the "secret fluorescent enamel craft" to create "talking gold", which can not only show luminous effects under the irradiation of UV lamps, but also show text language hidden under the color, which is not only beautiful but also fun. The success of the fluorescent enamel craft has made Zhou Dasheng's products stand out in the homogeneous market and established a distinctive feature for the brand.
Celebrity support | Multiple resources promote cross-border cooperation between brands and fan circles
In order to better narrow the distance between the brand and the fans of the spokesperson, Zhou Dasheng officially announced Ren Jialun's identity as the "global brand spokesperson" with a new style TVC blockbuster on the node of love, Qixi Festival. In the TVC, Ren Jialun became a messenger of light, following the appearance of Zhou Dasheng's fluorescent enamel products one by one, exploring the answer to "Why does love shine?" The whole film takes the product as the baseline and the content as the core. Through the passionate performance of the spokesperson, it vividly interprets the theme of the event "Dasheng is polite, shining for love". The TVC was not only released on all Zhou Dasheng online platforms, but also appeared on the offline Hangzhou West Lake big screen, achieving both online and offline traffic. It is understood that since the end of Tmall Super Product Day on August 6, the TVC has been exposed through all channels and has exceeded 20 million, with more than 2 million interactions.
In addition to the dynamic TVC presentation, the brand also tailored a set of graphic blockbusters for the spokesperson. Through the interpretation of different situational styles with the product, consumers have more time to stay and appreciate the details of the picture, which helps to deeply display the product design and the spokesperson's image.
At the same time, there are also spokesperson print films that closely link the spokesperson with the "same style" new products, successfully establishing an emotional connection between the brand and consumers, quickly gaining the favor and attention of fans, and increasing brand exposure.
Brand activities | Online and offline bilateral links to innovate user experience
Online, Zhou Dasheng followed the rhythm of Tmall Super Brand Day, creating a purchasing experience that exceeded consumers' expectations step by step from preheating-presale-explosion. At the same time, the official accounts of major platforms also prepared a series of lucky draw activities, such as #眼技大赛为爱光光# sweet interaction, brand blue V joint activities, etc., which set off a special Qixi Festival atmosphere for Zhou Dasheng on the whole network, effectively diverted traffic to the store, and also attracted a large number of users. Searching for the activity theme #大生有礼为爱光光# on various platforms, you can see that the exposure of this single topic has reached 200 million, and the number of interactions has exceeded 3.827 million.
Offline, Zhou Dasheng specially planned an unprecedented brand experience event. Changing the previous location of the business district, Zhou Dasheng chose Wuzhen, a 5A-level tourist attraction, to build a "luminous museum" and hold a rowing boat water show. As one of the first ten famous historical and cultural towns, Wuzhen Scenic Area has many historical sites and ancient dwellings. The style of the Jiangnan water town and the quaint cultural charm are highly consistent with Zhou Dasheng's brand connotation. This event that incorporates regional culture is not only a cultural fusion, but also a perfect encounter between tradition and modernity.
Scenes are important spaces for communication with users. Zhou Dasheng's "Luminous Museum" is different from previous jewelry exhibitions. It implements the concept of museums in every detail, from the design of the exhibition hall, the display of products, and the interpretation of series concepts, so that every user can not only feel the external beauty of the products, but also immerse themselves in the design source and design concept of the products.
The brand also made new attempts in the interactive gameplay on site. Six interesting check-in spots were cleverly designed: the Magpie Bridge Mailbox - the Light of Happiness, the Check-in Punch - the Light of Good Luck, the National Treasure Area - the Light of Civilization, the Twelve Flower Gods Area - the Brilliant Light, the Art Jewelry Area - the Light of Romance, and the First Area - the Light of Adventure. The "punch-in stamp" clearance setting innovated the brand experience, attracting users to explore the six luminous adventures, allowing users to better understand the product design concept and feel the brand warmth of "born for love" in the immersive interactive experience.
At the same time, Zhou Dasheng also joined hands with the "CCTV Video Treasure Hunting Team" endorsed by national media to airborne Zhou Dasheng Luminous Museum, inviting popular stars Liu Xening and Li Chuan, as well as CCTV host Ma Fanshu and new host Yang Xu to complete the punch-in challenge together. Through interesting interactive challenges such as pattern questions and answers on national treasure series products, DIY beading of first series and art jewelry products, and the unveiling of fluorescent enamel craft products, the audience's memory and favorability of brand products were deepened in a popular presentation form. On the day this program was live, the number of advertisers in the CCTV Video client exceeded 3.7 million, achieving an increase in brand voice and reshaping brand value.
Media Platform | Original content from multiple style experts triggers strong resonance
In order to strengthen the brand core of youth, Zhou Dasheng also invited high-quality experts from multiple platforms to interpret the content of this Qixi marketing event. Through the travel and cultural blogger @房琪kiki, he went to Monet's former residence to reproduce the romantic brushstrokes of Zhou Dasheng's art jewelry; through the creative ancient style cross-dressing blogger @嘉了个玲, he witnessed the technological innovation hidden in Zhou Dasheng's National Treasure Series; through the grass-planting king @方枪枪Monica, he witnessed the changing styles of Zhou Dasheng's fluorescent enamel products. There are also many exhibition experts who visit offline to shape experiential product marketing. The multi-dimensional product expression method not only triggers the emotional resonance of users, but also attracts the attention and heated discussion of multiple circles, and quickly achieves the breakthrough of new products.
Looking at Zhou Dasheng’s unprecedented Chinese Valentine’s Day event, from products to the planning of marketing activities and the creation of content, all of them demonstrated the charm and cultural connotation of Zhou Dasheng’s brand. It not only won countless fans for the brand itself, but also left a strong mark in the marketing activities of the jewelry industry.
Source: China Daily
