Innovative technology creates new success, Zhou Dasheng’s Qixi marketing sets a new trend!
2024-08-17
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How to make marketing on the Chinese Valentine's Day stand out has become a puzzle that all brands need to solve. With the traffic dividend gradually disappearing, Zhou Dasheng, with its forward-looking marketing strategy and excellent jewelry craftsmanship, not only cleverly captured consumers' deep yearning for love and beauty in the "Dasheng Gifts for Love" Chinese Valentine's Day event, but also illuminated a new path for the jewelry industry with the unique concept of "shining gold", redefining the emotional value and aesthetic height of jewelry.
On the first day of the official launch of Tmall Super Brand Day, sales exceeded 140 million. During the entire Tmall Super Brand Day (August 1-August 7), Zhou Dasheng's Tmall store's total sales exceeded 300 million, which strongly refreshed the Tmall jewelry industry super-product transaction record. In addition, it won the top ranking in Tmall's jewelry and apparel industry, with an explosion coefficient of 2500+% during the super-product period, 27 million+ new people's assets during the super-product period, and a year-on-year increase of 127% in member contributions, becoming the highest in history! In terms of communication, it achieved a super exposure of 2.1 billion, which was a great achievement beyond the past. The sales of super-top products also exceeded 26,000+ pieces in the whole region. This Chinese Valentine's Day, Zhou Dasheng's marketing achievements are remarkable!
"Dasheng is gifted, shining for love" is not only a marketing campaign, but also an in-depth dialogue about love. It allows Zhou Dasheng to stand out in the fierce market competition, not only winning the favor and praise of consumers, but also illuminating the new direction of the jewelry industry with its unique brand charm. It once again proves that in the era of stock competition, through precise emotional connections and innovative marketing strategies, brands can still achieve sustained growth and explore new horizons with unlimited possibilities.
Super cutting-edge product: Industry-leading fluorescent enamel craft leads the new trend
In this Chinese Valentine's Day event, in order to better meet the consumption needs of consumers during the Chinese Valentine's Day, Zhou Dasheng anchored "diversification" and "innovation" as keywords, and launched the first jewelry craft developed in 2024-"fluorescent enamel craft". This craft is based on the pure hand-painted jelly enamel, and adds environmentally friendly light storage luminous raw materials to the enamel pigment. After the raw materials absorb and store light energy, they show a charming fluorescent effect under the illumination of a specific light source.
Zhou Dasheng's Tmall Super Brand Day super hot products are further upgraded based on the "glowing gold" of fluorescent enamel craftsmanship, combined with the emotional needs of consumers to confess and show love on Valentine's Day, and superimposed with the romantic design of secret fluorescent enamel, to create Zhou Dasheng's fluorescent enamel confession honey bear and Zhou Dasheng's fluorescent enamel gold moon rose pendant. Two "talking gold" Tmall million-selling products; at the same time, in Zhou Dasheng's official flagship store on Douyin, Zhou Dasheng's fluorescent enamel confession honey bear achieved sales of over 12,000 pieces in just 7 days after its launch, and the single-store single-model single-day GMV exceeded 10 million; another super hot product, Zhou Dasheng's secret fluorescent enamel moon rose, achieved sales of over 10 million in 15 days after its launch, achieving a brilliant sales increase of 10 times in one week.
The new product of the National Treasure Series, Blue and White Porcelain Fortune and Blessings, worn by Chow Tai Seng's global brand spokesperson Ren Jialun in the TVC, was sold out on the first day of sale on Tmall Super Brand Day. This Chinese Valentine's Day, Chow Tai Seng's products quickly became the darling of the market with their unique design and innovative craftsmanship, with both sales and word-of-mouth success, perfectly interpreting Chow Tai Seng's activity concept of "Dasheng has gifts to shine for love".
Super event: Online and offline channels work together to achieve great results
This Chinese Valentine's Day, Chow Tai Seng and Tmall Super Brand Day once again joined hands, achieving record-breaking sales. In the first four hours of sales, the online omni-channel GMV exceeded 100 million. In terms of online communication, thanks to the official announcement of Ren Jialun as the brand's global spokesperson and the omni-channel exposure of the brand TVC "Dasheng has gifts for love", the TVC playback volume reached 19.1989 million and the interaction volume reached 1.625 million, attracting a huge amount of attention.
In addition, Zhou Dasheng also built the Zhou Dasheng Luminous Museum in Wuzhen, with the Magpie Bridge Mailbox - the Light of Happiness, Sign-in Punch - the Light of Good Luck, National Treasure Area - the Light of Civilization, Twelve Flower Gods Area - the Light of Brilliance, Art Jewelry Area - the Light of Romance, and First Area - the Light of Adventure. It explores six luminous adventures and lights up the romantic Chinese Valentine's Day in Wuzhen. The event attracted a large number of Wuzhen tourists to check in and interact, and the event received rave reviews.
At the same time, in order to create a more unique brand experience for the offline activities of the Chinese Valentine's Day, Zhou Dasheng cleverly combined the classical charm of Wuzhen with the modern fashion of jewelry in Wuzhen, which is one of the first ten historical and cultural towns in China and one of the top ten charming towns in China, and is known as "China's last waterside home". In addition to the Luminous Museum, it carefully planned an unprecedented 16 rowing boats jewelry show. This innovative jewelry show, the move of recreating the oriental elegance, added an irreplaceable romance and brilliance to this Chinese Valentine's Day. In addition, Zhou Dasheng also actively linked with the 5A-level scenic spot-Wuzhen to carry out official content linkage online, achieving a two-way win-win cooperation between brand and scenic spot.
Super resources: Omni-channel layout and content co-creation draw a new marketing blueprint
Zhou Dasheng is well aware that resource integration and content co-creation are powerful engines for the brand's continued growth. During this Chinese Valentine's Day event, Zhou Dasheng not only shined on the Tmall platform, but also exploded in sales on the Douyin channel, achieving the excellent result of two new products exceeding 10 million sales for two consecutive days; this achievement marks that Zhou Dasheng has taken solid steps on the road to building a new model of explosive products and has become a model of multi-channel win-win. In addition, through precise market insights and efficient marketing strategies, it has also achieved remarkable results on diversified e-commerce platforms such as JD.com, Douyin, and Vipshop, realizing the full blossoming of brand influence.
In terms of marketing strategy, online, with Ren Jialun, the global spokesperson of the brand, as the core, a series of celebrity marketing actions were carried out. Not only did they co-create content with the studio on Weibo to enhance the interaction between fans, celebrities and brands, but they also deeply explored the fit between his personal charm and brand image to create high-quality and highly disseminated content materials for omni-channel dissemination, achieving more than 50 million exposures of content in the brand's own channel accounts, nearly 10 million interactions, and a fan growth of more than 100,000 in the channel accounts;
At the same time, they co-created "Treasure Hunt Adventure" with CCTV at the offline event. A treasure hunting team led by CCTV host Ma Fanshu, popular traffic stars Liu Xening and Li Chuan, and host Yang Xu, flew to Wuzhen for a live broadcast. On the day of the live broadcast, the number of viewers on the CCTV Video client exceeded 3.7 million, bringing the romantic atmosphere of the Qixi Festival at Zhou Dasheng Luminous Museum in Wuzhen to a climax.
In terms of content creation, Zhou Dasheng still maintains high standards of content creation capabilities, co-creates content with top bloggers on the Internet such as Fang Qi, Fang Qiangqiang, and Jia Lege Ling, and has achieved more than 12 million content exposures. Offline, it cooperates with exhibition experts such as "@原始是徐傻傻, @我只吃7分满, @丸子含盐", and jointly builds an all-round and multi-dimensional marketing network. In each marketing activity, Zhou Dasheng constantly expresses product penetration through the output of multi-dimensional high-quality content; having certain seeds and efficient collection in channels is the internal secret that ultimately helps Zhou Dasheng's business growth.
The success of Zhou Dasheng’s Chinese Valentine’s Day event is not only due to its precise marketing strategy, but also to its innovative product technology, omni-channel resource integration and high-quality content creation. With the theme of "Dasheng’s Gifts Shine for Love", it cleverly combines romantic emotions with product characteristics, and successfully reaches and stimulates consumers’ emotional resonance and purchasing desire through online and offline integrated marketing methods.
In the future, Zhou Dasheng will continue to uphold the brand concept of "Born for Love", continue to explore and innovate, bring more surprises and wonderful experiences to consumers, and lead the jewelry industry towards a brighter future under the light of love.
Source: China Daily
