On January 28, Deyi Libo cabinet The 2015 Business Forum was held in Hangzhou. Gao Dekang, Chairman of Deyi Group, He Guoping, Director of the Center, General Manager of Libo Cabinet, Ma Zhixiang, Secretary General of Zhejiang Furniture Industry Association, Libo National franchise The directors of the commercial and headquarters departments as well as media friends attended the meeting to review the achievements of the past year and look forward to 2015.
After the meeting, Zhu Xuntong, the director of cabinet marketing of Deyi Libo, received a live interview from the reporter of Global Alliance Network. The following is the interview record.
Global franchise network: What are the promotion channels of Libo cabinet brand in 2014?
Zhu Xuntong: In this era of information, choosing the appropriate promotion method will significantly help to enhance the brand's popularity. In addition to traditional media such as newspapers, magazines, TV, radio, etc., the rise and wide application of emerging media such as APP, WeChat, etc. have made our choices more, but also made them more difficult. Accurate launch is a separate standard for Libo to select brand promotion.
In 2014, Libo fully invested in the promotion of online media, such as Baidu keyword search, hard advertising and information promotion of professional portal websites, as well as other home furnishing websites and BBS forums, and achieved remarkable results.
We pay far more attention to the promotion of online channels than other channels. Why is this? The reason is very simple. Libo brand is positioned as a young consumer group in the city, especially intellectual women aged 25-35.
What kind of people are these? They are lazy, seeking to get the information they want in a quick and simple way; They are virtual and willing to spend 90% of the day on the Internet and mobile phones. When we choose the promotion method, we must consider what the source of their information is. So in 2014, we carefully revised the official website to improve your browsing experience.
It is also based on our research on consumers. In 2014, in addition to the network, we added the secondary development of WeChat, which is the content that we attach importance to only next to the network platform. In fact, we will do more in-depth development for the use of WeChat platform in the future, which will be our crucial marketing tool in the future.
Global franchise network: Are there any new measures for brand promotion in 2015?
Zhu Xuntong: When summarizing and reviewing the work in 2014, we put forward the "breakthrough" plan for 2015. We need to optimize the work we have been doing and develop new working methods. We will make some breakthrough plans for brand promotion according to internal and external lines.
Internally, we will strengthen the standardization of brand management and publicity implementation of each franchisee, and start to hold a product design contest of "I am a designer" to improve and optimize Libo's products. Externally, we should strengthen the promotion of traditional channels and flexibly use the We Media platform.
We will continue to renew the contract with Lu Yu, a well-known hostess, and launch the production of advertising films and company promotional films. What is exciting is the advertising of Good Voice. Libo has become one of the main advertisers of Voice in 2015.
In combination with mass media, as well as our website and WeChat platform, we will plan offline activities in line with Good Voice to support brand word-of-mouth marketing. This may be an important point for Libo to distinguish itself from the past. We are doing more planning around "Libo", gradually transitioning from simple online promotion to offline brand experience.
Global franchise network: With the rising of emerging media, brand promotion channels and forms are more diversified. How does Libo view the influence of traditional and emerging media on brand communication?
Zhu Xuntong: Don't put traditional media and emerging media on the opposite side. This is an all media era. Learning from each other's strengths can bring about double communication results.
It should be said that the advantage of traditional media is that it has a strong content productivity, and it can interpret the brand in depth, breadth and height, which makes it more persuasive. Emerging media are strong in information release and update, but they are more like "fast food" and less professional than traditional media.
Therefore, traditional media cannot be ignored, nor can emerging media be relied on too much. Personally, I think we should make full use of the resources of traditional media to explore the intrinsic value of the brand, and combine the means of emerging media to deliver the brand value to consumers in a faster and broader way.
Global Alliance Network: Thank you, Manager Zhu, for accepting our exclusive interview!
Zhu Xuntong: Thank you!
Deyi Libo cabinet alliance website: http://www.jiameng.com/rebon/
