How can Foshan's time-honored brands renew their brands? This project may hold the answer
2024-08-17
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How do time-honored enterprises play with new consumption on the platform? Foshan may be providing a sample.
On August 15, the launch meeting of the Douyin life service "Heartbeat Foshan" project was held at the Nanfeng Ancient Kiln, a time-honored intangible cultural heritage scenic spot in Foshan. It is reported that the "Heartbeat Foshan" project will use the platform's traffic resources and content advantages to connect merchants and consumers, launch Foshan's exclusive consumption activities, help Foshan's "Kung Fu Foshan" city card upgrade, and achieve brand renewal.
At the meeting, Chen Xinwen, deputy mayor of Foshan Municipal People's Government, expressed his hope that through cooperation with Douyin life services, Foshan's traditional culture could be combined with emerging urban scenes to create a distinctive IP of "Lingnan Life, Kung Fu Foshan", contribute to Foshan's city image promotion and economic development, and present a more convenient, high-quality and rich city experience to citizens and tourists.
According to reports, the "Heart-beating Foshan" project will adopt a combination of "city characteristics + offline scene marketing + platform marketing methods" to comprehensively enhance the activity of Foshan's consumer market and help Foshan's industrial development through a series of theme activities such as landing check-in landmarks, publishing heart-beating maps, organizing brand flash mobs and online topics.
Time-honored brand Xu Qixiu, home furnishing brand Mona Lisa, and Foshan local clothing brand HEA all appeared at the launch conference and shared their business experiences based on their own development experiences.
It is worth mentioning that this “Heart-beating Foshan” project targets the local characteristics of Foshan and cooperates with another platform-level IP of Douyin life service, “Heart-beating Time-honored Brands”, providing Foshan time-honored brand merchants with dual support resources of the “Heart-beating Time-honored Brands·Renewal Plan” and the “Heart-beating Foshan” project.
Data shows that Foshan currently has a total of 102 officially certified time-honored brands. In the past year, the number of related videos played on Douyin reached 6.9 billion, the number of searches reached 75.17 million, and the number of video submissions increased by 85% year-on-year. In the past three months, the number of orders from Foshan time-honored brands that have settled in Douyin’s life service has increased by 157% month-on-month.
By reporter Hang YingFigure: Provided by the interviewee
