Dilraba always stirs up discussions every time she appears. Recently, she once again stirred up heated discussions with her golden backless cheongsam. In 3 days, the total exposure of the event reached 1.58 billion. , even twirling and kicking skirts can be "hotly searched". However, at the event, she and a cutie with a red square face received equal attention. What is going on?
Huamai and Xiaohongbrick are both "red"
It turns out that the event Dilraba participated in was the Guanzhu Tile Huamai "Walking in Bashu" new product launch conference. At the press conference, Guanzhu Xiaohongzhuan appeared as a super fan of Dilireba, successfully held hands with Dilireba, and interacted cutely, which aroused the "envy, jealousy and hatred" of fans and netizens, and shouted that she wanted to wear her soul. Little red brick! With screen-breaking event exposure, Dilraba's favor for "Huamai", and the cute little red bricks that are out of the circle, this press conference not only attracted the public's attention, but also stimulated the curiosity of potential user groups about the brand. , step by step to understand the heritage behind the brand.
The new products of the Guanzhu ceramic tile Huamai series are inspired by Bashu culture and extract the four representative Bashu cultural elements of bamboo, brocade, paper and floor. The four series of 7 new products adhere to the insistence of "each piece inherits beauty" and deeply It digs into the historical context hidden deep in the city, integrates and reshapes the thousand-year-old Bashu cultural epic with modern trend aesthetics, and gives urban residences a new and trendy atmosphere of national charm.
The charm of Sichuan and the inheritance of national style, Guanzhu and spokesperson Dilraba deeply agree with the concept of conveying beauty. The cooperation between the two has set off a craze of national style culture in the home decoration circle. Guanzhu, which has the "double endorsement" of the People's Daily and CCTV media, takes pottery as its root and the city as its veins. In 2021, it jointly launched the first cultural and creative product with People's Daily Cultural Innovation - Guanzhu Huamai IP 1.0 product "Kiln" "Precious Dragon Veins" and "Dunhuang Impressions" series. Now, continuing the cultural and creative journey, entering the thousand-year-old Bashu splendid cultural land, the Guanzhuhuamai "Walking in Bashu" series of new products has been upgraded. The seemingly distant and mysterious ancient culture is implanted into the hearts of the audience from two aspects: "beauty" and "cuteness". At the press conference, users followed Dilraba's footsteps and immersed themselves in experiencing the source of inspiration and the beauty of new products in Guanzhuhuamai's "Walking in Bashu". The entire event is not only a new product launch, but also an in-depth tour of the rebirth of traditional culture and national charm.Taking the excellent Bashu culture as its source, it meets the growing cultural needs of consumers with original Chinese ceramic tile products with cultural value.
As the super ICON of the Guanzhu tile brand, Xiaohongzhuan has conquered netizens with its cute image, and also made all walks of life’s brand awareness of Guanzhu increase with Guanzhu Xiaohong. The bricks are sublimated as they come out of the circle. Guanzhu Little Red Brick is the brand's super symbol. Its super red square head evolved from Guanzhu's "Square Little Red Brick" product and is the identity feature of Little Red Brick; the Chinese cultural element "Qin Terracotta Warriors" is the inspiration for the headwear; Big smart eyes that are good at discovering truth, goodness and beauty; cute little mouth that conveys happiness and positive attitude. This down-to-earth "good life home" is full of passion and positive energy. He has a firm belief in helping China's ceramic tiles shine and is committed to using his professional capabilities to contribute to the construction of the motherland and the people's better life. Guanzhu Little Red Brick is based on popular culture and aesthetics, effectively communicates with consumers and establishes emotional links. Its out-of-circle carries the brand’s spiritual culture and ultimately spreads the brand.
Behind the popularity of Guanzhu’s small red brick
The new product has become popular, and Little Red Brick has become popular. This press conference is a concrete manifestation of the accumulation of hard work. In fact, before the press conference, Guanzhu Ceramics had already laid the groundwork, carried out efficient and long-term event warm-up, and laid the foundation for the hot-selling event. The fourth season of the Guanzhu Koi Festival, which was simultaneously launched at the press conference, launched multiple activities such as searching for koi and created a comprehensive brand month by combining online fans to create enthusiasm and offline service promotion. .
The National Search for Koi Carp campaign uses multiple methods to comprehensively increase user stickiness. It uses signature photos and other encouragement methods to call on fans to post photos of "Princess Didi and Koi Carp" and participate in topic discussions, and search for koi carp together with Guanzhu Tile . The event triggered a wave of discussion on Weibo, Douyin, and Xiaohongshu. The UGC content became popular, and the photos posted by fans were full of fun and life-like atmosphere. As the brand's popularity soared, it also deepened users' love for the Guanzhu brand!
At the same time, Guanzhu Ceramics took advantage of the popularity of the new product launch conference to launch a Douyin challenge with the theme of "National Rhythm New Trend and Inheriting Beauty" during the National Day. With the brand IP song "In the Name of Dream" as the background, Huamai "Walking in Bashu" "The four major inspiration elements of the series "paper, bamboo, brocade, and ground" serve as creative inspiration, which has set off a wave of "national style cross-dressing" craze. 3000w+ playback makes "Huamai Blood Pure Oriental and Distinctive"dquo;Sing the National Day. Beauty experts, editing experts, Reba fans, etc. have participated in the activities, exported multi-dimensional aesthetic creations, carried out cultural promotion of new products, broke through the inherent user circles, and created the beauty of Chinese style and Huamai Home Furnishings into a world that is not limited and can be participated by all. hot activities.
Finally, the huge online traffic was effectively handled through the Guanzhu Koi Festival! As a super IP event of Guanzhu Tile Brand, the Koi Festival has been held for four seasons so far. The event aims to bring beautiful domestic products into thousands of households at affordable prices, select high-quality domestic products, and bring a better home decoration experience to consumers. From September 24th to October 16th, high-quality domestic products such as whole-house customized slates, wall protection slates, and Chinese-style slate background walls will be given away at discounts. There will also be massive koi coupons, C-position explosive products at surprising prices, and golden crown quality services. , the generous annual Koi Award allows consumers to enjoy stable quality services and surprises like opening a blind box during the decoration process.
The promotion system of Guanzhu Ceramics is continuously extending with a T-shaped structure, strengthening the brand's popularity in all dimensions. The continuous output of multiple activities, the long-term popularity of new product launches, Koi Month, and cross-dressing activities have made September and October dyed red with the beauty of national charm.
Guanzhu’s small red brick has strong energy and is worth looking forward to in the future
This explosive, powerful, and warm combination punch created a month-long craze for "Huamai" and "Koi"! It is reported that Guanzhuhuamai's "Walking in Bashu" series of new product launches, #digirebagold backless cheongsam style#, #digirebakicking skirt#, #digirebalangtu#, #digireba Topics such as Ba Dancing to Say Hello to Fans# and #Dilraba’s Butterfly Bone# all exceeded 100 million exposures. Five topics ranked high on the hot search list. At the same time, it also promoted #国音新动 inherit好看# and #冠尊Koifestival. The total number of reads of the #brand-oriented topic exceeded 1.397 billion, and the total number of discussions exceeded 479,000. The platforms of Weibo, Douyin, and Xiaohongshu continued to be hotly discussed, and netizens spontaneously produced UGC.
The theme IP of "National Rhythm New Trend, Inheriting Beauty" is deeply rooted in the hearts of the people, which is the success of Guanzhu Ceramics in terms of brand strategy. With the improvement of national cultural confidence and the increasingly prosperous consumer market for domestic products, Guanzhu Ceramics spares no effort to inherit Chinese culture, deeply cultivate the cultural track, build cultural confidence, and empower Chinese families for a better life. The energy bursting out from “Guanzhu Little Red Brick” is not onlyThe popularity of limited brand promotion is also a reflection of the gradual solidification of the beauty of national charm in the hearts of Chinese people.
At the same time, Guanzhu Ceramics gave full play to its star effect and mobilized the wide public recognition and super high fan stickiness of spokesperson Di Lieba. Different from traditional celebrity endorsement activities, Guanzhu Ceramics achieves deeper and longer-term brand empowerment in the form of celebrity cooperation, promotes Little Red Bricks to get out of the circle, makes fans fall in love with Little Red Bricks, and realizes the value accumulation of celebrity traffic.
In addition, for two different user groups on the Internet, Guanzhu Ceramics uses the passerby level to view pictures and conduct activities in the fan community, providing a steady stream of popularity support for the brand and achieving targeted and focused marketing. Partition promotion achieves closed-loop promotion in terms of time and users.
The national ceramic tile brand Guanzhu Ceramics, from ingenuity to original design of "national trend ceramic tiles", to the implementation of "domestic products" cultural and creative IP, through iterative upgrading of products and diversified layout of cross-border marketing, inspires with traditional culture Brand vitality promotes product upgrades with ingenuity and quality, inherits Chinese culture and highlights the aesthetics of oriental national charm. Good brand, good products, good experience, the good life attitude conveyed by Guanzhu ceramic tiles is taking root in consumers' cognition along with the brand concept.
