Home Textiles Marketing in "Valentine's Day"

News Replay This year's "Valentine's Day", an annual love movie "LOVE" elaborated by Huayi Brothers Film & Television Co., Ltd., is released in the eyes of much-anticipated people. As a partner of this film, Mercury Home Textiles has taken the opportunity to promote the brand as early as before the film was released. First of all, Mercury Home Textiles published news on the brand's official website in collaboration with the movie “LOVE”. At the same time, it also posted a “LOVE” + Mercury Home Textile” poster; then, Mercury Home Textile initiated a transfer on the official Weibo. Weibo won the "micro-activity" of the movie premiere ticket, attracting many netizens to forward the thread; finally, the flagship store of Mercury Home Textiles Taobao also launched the purchase of "LOVE" movie tickets, commemorative Mercury pillow and limited edition wedding suite, etc. A number of promotions. Mercury Home Textiles’s promotion of such a large scale has aroused widespread concern among people in the industry.

In the home textile industry, Mercury was not the first one in home textiles companies that used film to advertise their brands. As early as the movie "Harry Potter and the Half-Blood Prince" released, many favorite home textiles introduced home-textile products related to Harry on a homeopathic basis, which in turn triggered a sensation and was considered a successful attempt by home textile and film. Immediately after the “Kung Fu Panda” and “Yangtze River No. 7” were released, a variety of Kung Fu Panda pillows, cushions, and seven-aberdeen series of home textile products were all over the place. From this point of view, the origin of the film and home textile can be traced back to a long time ago, but why did the Mercury Home Textile have been so successful and its activities so widely affected?

Li Yujie, Chairman of Shanghai Mercury Holdings Group and Chairman of Shanghai Mercury Home Textiles Co., Ltd., said: “'LOVE, I will be responsible' is the theme of the movie “LOVE”, and Mercury Home Textiles is cooperating with the movie “LOVE” to convey a common message. The concept of love is not only love, but also affection and friendship, and we even want to convey the spirit of 'big love' through the movie. Moreover, the slogan of Mercury Home Textiles' loves a bed and loves a family. “It is also conveying an idea of ​​love that coincides with the movie “LOVE.” It can be said that Mercury Home Textiles is a successful collaboration with the movie “LOVE,” and the key to success is the love Consistent with the concept of pursuit."

Liu Jintuo, consultant brand consultant of Shanghai Jinshen, said that the success of this campaign is that Mercury Home Textiles uses a combination of emotional marketing, microblogging marketing, and e-commerce.

In product sales, companies often pay too much attention to sales performance, ignoring consumers' psychological feelings. According to survey statistics, over 90% of consumers who purchase home textile products are women. Compared with men, women are more emotional and emotional. Therefore, in the sales process of home textiles, it is necessary to start from the psychology of consumers, seize the emotional needs of consumers, and satisfy their emotional needs through products, thus affecting their impressions of products and generating a huge influence and influence. Liu Tuo said: "Mercury Home Textiles is using Valentine's Day and the movie "LOVE" to promote the concept of love to move consumers, so that they think Mercury Home Textiles is 'home' synonym, participate in activities, buy Mercury Home Textiles are a kind of The expression of 'love house' is a great place for emotional marketing."

Today, the fiery level of Weibo is self-evident and has even become an important way for some people to obtain new information. Mercury Home Textiles' use of the Weibo platform to promote films and brand events is a trend-setting approach. According to statistics, the number of registered users of Sina Weibo will soon exceed 300 million, and the spread of information and the timely release of information will be unmatched by other platforms. “Now, many home textile companies have opened microblogging platforms. The special feature of Mercury Home Textiles is not only to use Weibo as a publisher of branded products, but also to make people deeper in the brand through interaction with consumers. "China's famous brand strategy expert Li Guangdou said:" When companies use Weibo to do activities, they must pay attention to hot topics in society. Because hotspots have considerable attention, they themselves are being watched, spread, and will The combination of hotspots and marketing is just like everything is ready. When the east wind comes, it can often achieve a multiplier effect."

E-commerce is a new channel for everyone who wants to enter the home textile industry. From the daily trading volume of Taobao, we can see how great the development potential of e-commerce is. Liu Tuo said: "Mercury Home Textiles in the early stage has been through the official website and microblogging for the activity to pave the way, therefore, it can be imagined that when these three forces at the same time, its Taobao flagship store sales are natural."

The reporter's notes on the case of Mercury Home Textiles is not the most successful one in the history of home textiles marketing, but it is extremely informative. Now the home textile market has gone through the era of singles, and it is the key to victory that it can comprehensively use current hot topics, platforms and channels to promote brands and sell products.

In the home textile industry, many companies are working hard to expand their scale and increase their production capacity based on their consideration of reality. They focus more on the vertical extension of the industry. In fact, companies can change their marketing ideas and look around. After four weeks, we have developed horizontally and connected various platforms and channels in series to “jump out” the industry and “see” the industry. This will enable companies to catch the attention of the current events. Of course, this “collocation” cannot be a deliberate imitation and it must be combined with the company itself. The business philosophy and product characteristics, so that harmony and unity, otherwise it will be "effective in the east," not worth the candle.

As the famous marketing expert Li Kailuo said: “In the era of fragmentation and decentralization, the traditional marketing model has encountered unprecedented challenges. The development of technology has brought dizzying forms of new media, past marketing, Content is provided by merchants, but as the era of marketing changes, the channels of communication in different areas will no longer be clear. Consumers will have the freedom to choose and receive effective information, decide what to look for, and be free to upload content. Become a communicator of the brand. Marketers are also beginning to understand and apply new marketing models in this 'flat' world."