This year, various industries, including the home furnishing industry, have entered a period of freeze, and many brand companies have stagnated in development or even suffered losses.
On the other hand, in sharp contrast to the cold winter of the industry, the group buying activity launched by Liweijia and zhufaner detonated the entire industry and subverted the current market downturn.
Liweijia has taken a unique approach. Under the epidemic, it has found new sales breakthroughs through group buying and community operations.
In fact, as early as the first half of this year, Liweijia was exploring new ways to play group purchases, and it cooperated with Zhufaner to form a strong alliance. The advantages of both parties complement each other, amplifying the new way to customize the whole house. This is also the maximum use of online marketing that Liweijia has always been good at.
It is reported that Liweijia and Zhufaner conducted this group purchase in August. With the help of Zhufaner platform and Liweijia’s own traffic, multiple customized product packages were developed around the customized home needs of the decoration crowd. During the event, 20 group buying groups were quickly established, and more than 4,000 people were targeted for precise decoration.
Due to sufficient early accumulation, strong momentum broke out as soon as the group buying started. A deposit of 4.6 million was achieved in the first 2 hours, and the total order amount so far is 10 million.
According to the person in charge, in order to ensure customers’ consumption experience and complete the satisfactory delivery of products, the brand and the platform took the initiative to "stop" the event in advance. "In fact, the data of this group purchase will be better, and there will be no problem if the deposit exceeds 5 million," said the relevant person in charge of Liweijia. In addition, according to internal data, Zhufaner’s cooperation with Liweijia has also achieved the best results since Zhufaner’s customized home furnishing group purchase.
As the largest home furnishing content sharing platform in China, Zhufaner has gathered a large number of highly sticky home furnishing consumer groups, covering more than 10 million vertical groups. Its home furnishing group buying can be said to be the largest and most influential in the industry.
As a connector between users and brands, Zhufaner focuses on selecting the most professional brands in each category and selects high-quality and affordable products to implement group purchases. So, among the many home furnishing brands, how was Livi Home selected to become Zhufaner’s long-term group purchasing partner?
A summary can be summarized as: it is the top-down strength of Liweijia from the source of the supply chain to production and manufacturing to nationwide services.
On the one hand, the source of customized home furnishings lies in boards. As the earliest agent of Kronospan, the main imported board in China, Liweijia can provide imported boards with more competitive advantages, providing dual guarantee of quality and price for Zhufaner platform users.
At the same time, in addition to imported boards, high-quality domestic boards are increasingly recognized by the consumer market. Under the trend of " carbon neutrality ", Liweijia laid out the bamboo industry in advance, "replacing bamboo with wood" and self-developed and produced bamboo-scented boards, and promoted domestic boards to a new level through differentiated product strategies .
The strong source supply advantage is the core that distinguishes Liweijia from other customized home brands.
In the production and manufacturing process, Liweijia has two major production bases: Jingmen and Chengdu. Its own factory ensures the timely delivery of customized orders.
As for the installation services that consumers are concerned about, the Andaren installation platform under Liweijia covers the whole country, ensuring door-to-door installation and after-sales service for users placing orders nationwide.
It is worth noting that the group purchase cooperation with Zhufaner is also a new attempt for Liweijia. The large-scale traffic and orders will bring more benefits to B-end merchants in the Liweijia ecosystem and achieve effective empowerment of the B-end.
The group buying attempt of Liweijia and Zhufaner can be said to be a powerful combination of brands and platforms and a breakthrough in cross-border. In the future, the two parties will continue to carry out long-term cooperation around home furnishing group purchases. By grafting traffic to each other and complementing each other's advantages, the two parties will bring the ultimate products and services to more users while driving the scale growth of the brand and platform.
The relevant person in charge of Liweijia said that the company and Zhufaner will launch a new round of group buying on December 21. With the experience of the last time, the team has made full preparations this time and set challenging goals. It is expected that in the upcoming wave of group buying battles, the number of group buying communities will reach 8,000 to 10,000, with a total deposit of 10 million.
It can be imagined that behind the deposit from 4.6 million to 10 million is a larger order volume.
Perhaps soon, a new channel marketing hurricane brought by Liweijia and Zhufaner will set off in the customized home furnishing industry.
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