Plumbing industry set off a hot spot of live broadcasting with goods

Plumbing industry set off a hot spot of live broadcasting with goods

China a kitchen and bathroom brand online with goods "net red" attention

Recently, "XiuXiu", the manager of Zhongyu brand direct store in China has become a Taobao anchor and joined the army of online live broadcasting. The off-line store manager cooperated with Hong Jianwei, the chief trainer of Zhongyu business school, to promote and sell a variety of bathroom products online, interact with fans, and deeply share product functions, appearance design, manufacturing technology and other information. On the same day, the two people's three-hour online live broadcast activities achieved far more than expected "with goods" performance. 

"Contactless" service

Affected by the epidemic situation, sales of offline stores of  water heating kitchen and bathroom enterprises were impacted. In order to break through the dilemma, some enterprises try to carry out multiple personalized marketing through Taobao live broadcast, online group buying meeting and other new modes, so as to promote the development of physical retail by "online" driving "offline", and "offline" sales of bathroom industry touch the stone to break through the tide.

Recently, kitchen and bathroom group has launched activities such as "robbing faucets at home, robbing showers by wechat at home" and "no touch room". In the "contactless housing" activity, enterprises provide online free planning and design to consumers through online communication. Consumers can enjoy the online measurement, explanation, and ordering services provided by businesses by providing live video at home. They can complete the data measurement in the early stage of decoration without leaving home. After that, enterprises can directly go to the factory for customized production through the data provided by consumers.

In the critical period of epidemic prevention and control,  sanitary ware industry innovated the online sales mode, grafted the concept of "contactless" service from the well-known daily necessities retail and express logistics services to the industry, and opened the sales situation through home office, online group purchase, factory direct supply, online design and other services. Also in line with the trend of "non-contact" service, the European Union kitchen and bathroom, located in the brilliant industrial zone , has its own unique practice. Through the wechat platform, the enterprise released the announcement of "heavily subsidizing each store", encouraging more than 1800 stores across the country to respond and launch the "national wechat rush purchase meeting" to reduce the burden of stores. One of the preconditions for stores to obtain operation subsidies is to participate in various online marketing promotion activities such as video group buying, online live broadcasting, and air classroom launched by enterprises. To promote terminal store sales by means of incentives has become a powerful lever for the enterprise to leverage market demand.

Look for opportunities in danger. Facing the impact of the epidemic situation, water heating kitchen and sanitary enterprises in China have begun to seek survival. "It is necessary to change the offline customer acquisition mode of traditional stores, use the Internet to empower brands and products, and use live broadcast, short video, graphics and text plus audio to change the traditional way of product interpretation and effectively attract customers." Huang Binglong, a person in the industry, believes that the impact of the epidemic on the industry is still relatively large, and the key to finding opportunities in danger is to further change the traditional marketing model.

Bring new market opportunities

"In the future, we will not only deliver products, but also a healthy and carefree home life." Yan Zhen,  said that the epidemic not only brings challenges to the industry and enterprises, but also brings unlimited new market opportunities. With the national health awareness enhanced, the antibacterial and disinfection functions of bathroom products will become rigid demands. It is the most urgent research topic for enterprises to research and develop relevant products based on market demand and innovate bathroom consumption patterns. Therefore, Yan Heqin,  agrees. In his opinion, the consumption structure and consumption pattern are changing. In the face of the next stage of market recovery, enterprises should, on the one hand, rearrange their internal production and operation and product research and development, on the other hand, they should make more use of technology to empower marketing and service, and accelerate the integration of online and offline construction. "