What is the best match for a New Year's farewell?
Of course, it is a snow scene that is flying all over the sky, and a warm atmosphere at the end of the year.
At the end of 2024, in Guangzhou, which has been "difficult to enter the winter" all year round, there was a continuous 8-hour romantic snow, which attracted netizens to race the clock in.
What created this "Snow in Yangcheng" atmosphere miracle? It turned out to be the live stream of the snowy wooden house party jointly created by "Lin's Home Furnishing X Tmall Brand Super Member Day"! Throughout December, Lin's Home Furnishing started from the icy and snowy Altay in Xinjiang's "Syracuse" and moved the second Tmall Brand Super Member Day live broadcast into the warm Guangzhou, creating a snow that southerners miss in the form of real scenes.
Off the camera, let the live stream extend the popularity of Altay and become the hottest clock in Guangzhou; in the camera, a live broadcast of "Guangzhou Piaoxue" set off millions of onlookers. In the end, Lin's Home Furnishing's ice and snow topic in December received 160 million total exposure and became the hottest topic of "fashion hipster" at the end of the year.
In fact, in 2024, when topics such as the ice and snow economy, sports vitality, and the era of Chinese women are pouring out, self-expression of high-end aesthetic taste, unique style matching, and consumption awareness of "giving yourself the best within your ability", so that high-quality and cost-effective "long-term hedging" replaces the former "consumerism". These concepts are precisely in line with the core of Lin's Home Furnishing, so that the brand and consumers can hit it off immediately. Finally, at the end of the year and the beginning of the year, a romantic snow scene of "hitting the center bar" will detonate the atmosphere and heat to fill the audience.
Ice and snow + live broadcast, go to a 10,000-year-old "cloud party"
How hot is the topic of ice and snow this year?
Harbin Ice and Snow World, Altay Skiing, Southern Little Potato... On social platforms, the number of views of hashtags such as "Southerners watching snow" and "playing with snow" all exceeded 200 million.
The development of the "ice and snow economy" proposed by the Central Economic Conference has pointed out the direction for the hot spots. The release of the "2024 China Ice and Snow Tourism Consumption Data Report" shows that young users under the age of 35 are becoming the main force of "ice and snow consumption", especially the consumer group under the age of 25 accounts for 25% of users. Young people show great enthusiasm for "ice and snow".
Where young people's preferences are, Lin's Home Furnishing will go. Ice and snow, outdoor, beauty... every word comes with its own traffic. Lin's Home Furnishing plays to the strengths of products and brands at the same time. In South China, where it is difficult to enter the winter, on December 27, Lin's Home Furnishing invited users from all over the network to "go to a party with flowers in winter", so that both inside and outside the camera have a more winter experience.
The real snow wooden house has become the Internet celebrity clock in Guangdong. The construction of the wooden house creates a more warm atmosphere; the flowers in the lens also allow netizens to watch the snow around the furnace and go to an 8-hour "cloud to see the snow" together. The aesthetic atmosphere of the live stream is full, and the great discount of the product makes netizens marvel. "It's not white to come, it's not white to come". The surprise lottery of round-trip air tickets in Syracuse has made users place orders one after another.
Throughout December, there were not only the ingenious Guangzhou Snow Scene live stream at the end of the year, but also the Altay Real Scene Offline Snow Scene Party event launched in the middle of the month.
In the Altay area, which was searched on the frequency of "My Altay" this year, Lin's Home Furnishing built "no makeup" snow houses and ice and snow arches, and conducted a live broadcast challenge of minus 20 ° C, extending arc shapes and natural exhibition halls on the snow, and smashing Lin's Home Furnishing's aesthetic core of "one beauty and one match" to the end.
From the early warm-up, the topic was put into the hot word platform, and then invited KOL to effectively disseminate the clock in the ice and snow exhibition hall built by the brand. Lin's Home Furnishing efficiently conveyed the beautiful visual atmosphere to accurate users through videos and live broadcast pictures, creating a topic atmosphere, and finally detonated the topic on the day of the live broadcast.
After all, being able to have the courage to broadcast live in sub-zero extreme cold weather and use "ice and snow" to convey the texture of life is not the most rigorous test of Lin's home furnishing product "durability" ability, and the best time for companies to present excellent product quality evaluation?
At the age of "love to fight", express yourself with "mix and match" aesthetic life
Anxiety, confusion, stagnation... seems to have become the main theme of young people's lives in the past year. Lin's Home Furnishing, which is well versed in young people's pain points, uses products to soothe emotions and use scenes to vent feelings.
In the upcoming New Year, there is a scene where young people can enjoy themselves in the snow and enjoy this winter as a reward.
In fact, although the ice and snow are fierce, young people who love ice and snow are full of enthusiasm. According to data, more than half of ski enthusiasts are between 25 and 34 years old, which is the age of the most "love to fight".
They love to travel, maintain independence, are adventurous and have a strong personality, have a full and unique aesthetic preferences, and are a group of economically strong, quality-of-life, sports and fashion-loving social backbone people. They are willing to invest time and money in hobbies and can influence their social groups.
These characteristics are highly compatible with the core consumer group of Lin's Home Furnishing, especially the first set of mixed and matched wind cover products launched by Lin's Home Furnishing - Flower Series (Product Model: VE Series), which integrates elegant French retro and exquisite cream wind into the ice and snow, so that Lin's Home Furnishing is seamlessly close to the hearts of consumers, whether it is activities or products, so that users can praise "understand me".
You know, cream, retro, and French are the important home decoration style trends at the moment. In terms of color matching, it fits the antique characteristics of winter French cream, which can add a touch of warmth to the slightly monotonous white of the ice and snow space, making the whole event look energetic, warm, silky and sweet.
The mix and match style of the entire Flower series is itself based on grasping the aesthetic core, through the combination of different styles, single items and accessories, allowing users to fully express the aesthetics of self-life, and to visualize the internalized self-recognition in the home space, truly presenting the theme of "one match and one match".
Around the main color of light colors, the flower series is embellished with elements such as metal, rattan, and color, which brings together 19 SPUs and 48 SKUs of Lin's Home Furnishing, capable of outputting hundreds of high-quality lifestyles, breaking the pain points of difficult matching in one fell swoop, allowing users to "take it however they want", so that each collocation can experience the "fashionable, diverse, and comfortable" life experience conveyed by Lin's Home, and the power of high-quality and cost-effective products.
After all, the cookie-cutter indoor set is already in the past, and it can't even "hit the shirt" or "hit the bag". How can it "hit the house" and "hit the life"?
Empathy, company, and heart-piercing are the brand's longest confession to users
Companionship is the longest confession of love. Although contemporary young people are all human, finding the same kind in their preferences and feeling warmth in loneliness are still inseparable needs in human DNA.
So, at a time when material life is already extremely abundant, what are the core elements that affect young consumer groups, especially female users who place more emphasis on beauty consumption, in their shopping decisions? Of course, it is companionship, empathy, and emotional value. It is "self-nurturing" to meet inner needs, and it is a deep excavation of consumers' inner needs.
Based on this, Lin's Home Furnishing launched two live events in Altay and Guangzhou at the end of the year, which fit the seasonal characteristics of creating a winter festival atmosphere and a strong shopping and gift-giving atmosphere, and coincided with the inner needs of young people's "shopping" on the eve of the festival and the soothing of annual gifts.
For young people, the annual gift can be a cost-effective investment in life, or it can be a trip to go. And the super home exhibition created by "Lin's Home Furnishing X Tmall Brand Super Member Day" in Altay and the snow house party in Guangzhou in the warm winter, as well as the prize of watching the live broadcast to draw round-trip air tickets, just kill two birds with one stone, which not only satisfies the inner "poetry and distance", but also realizes the immediate life concrete.
Just as on social media, through the brand's global spokesperson Wang Yibo's release of the same home life matching style, it can anchor the brand's life aesthetics and high luxury taste positioning, and realize the satisfaction of consumers using "the same style as the spokesperson". In such a live broadcast scene, through the creation of a figurative scene atmosphere, it gives consumers an empathetic satisfaction of "having this product, you can have this kind of life".
The brand is fully invested, and users also use precious time and real money to return. In the two live broadcasts in December, the total exposure reached 160 million, the new series of sets of products sold millions of sales immediately, and successfully topped the "Residential Furniture Store Ranking" during the Tmall platform activity, becoming the preferred life partner of the brand's more than 20 million users.
Among them, only the Altay "Super Home Furnishing Exhibition" marketing event created a 4-fold increase in the number of new people, even higher than the day of Double 11, and the GMV of these new users increased by nearly 30%, making satisfying emotional value the brand's traffic password, and then allowing effective traffic acceptance to be converted into actual bursting sales.
After all, only by truly empathizing with consumers and generating a deep emotional connection can brands anchor consumers' minds for a long time, establish emotional resonance, form a long-term and continuous presence, and continue to achieve long-term success and value in the market.
