No. 1 in transaction amount, number of visitors, number of pre-sale transactions, pre-sale amount exceeding 100 million...
On the pre-sale day of the Double Eleven Home Furnishing Life Festival, Hengjie Bathroom won multiple awards in the bathroom category "First". This is not simple in the sanitary ware e-commerce market where competition is becoming increasingly fierce. Behind the impressive achievements is Hengjie's courage and forward-looking layout to be the first to try something new.
As a representative brand of new domestic products for sanitary ware, Hengjie has deployed online channels early and strengthened Hengjie’s e-commerce advantages through high-quality services, high-quality products and marketing methods of Internet celebrity anchors, thus achieving a brilliant pre-sale The results were as expected.
Working with leading anchors again to detonate bathroom online carnival
With the start of the Double Eleven campaign, the live broadcast room has instantly become a traffic highland for brands to seize. According to statistics, on the night of the pre-sale day, the cumulative viewing volume of Li Jiaqi and Weiya's live broadcast rooms reached 250 million and 240 million respectively, and the cumulative transaction volume exceeded 10 billion and 8 billion yuan respectively.
An old saying goes: The fragrance of wine does not fear the depth of the alley. But in today's era where speed is the only thing that cannot be broken, the fragrance of wine is also afraid of the depth of the alley. In the era of live broadcasts, new gameplay has given domestic products an opportunity to stand out.
In the past few years, Li Jiaqi’s live broadcast room has produced one after another popular domestic products, and Li Jiaqi is also known as the “catalyst of domestic products”. What if the new domestic brand of sanitary ware joins forces with live broadcaster Li Jiaqi? What kind of chemical reaction will occur?
At the Tmall Home Furnishing Life Festival in March this year, Hengjie collaborated with Li Jiaqi for the first time. As expected, they won the first battle. The outstanding performance attracted the attention of more peers.
As the first new domestic sanitary ware brand to cooperate with Li Jiaqi, Hengjie’s first experience in live broadcast cooperation was very fruitful, and it also accumulated experience for subsequent live broadcast marketing. Hengjie hopes to let more young consumers understand its core R&D strength and service level through Li Jiaqi's live broadcast room, and use intelligent domestic bathroom products to become a true "smart bathroom expert" in the hearts of Chinese people.
Li Jiaqi also feels trusted by Hengjie’s excellent products and perfect after-sales service. The two parties have a basis for cooperation and pave the way for future cooperation.
In Li Jiaqi's live broadcast room, Hengjie was the first brand in the bathroom industry to take advantage of the situation. Since then, many bathroom brands have also entered the live broadcast platform and cooperated with the anchors.
Therefore, the competition in the Double Eleven product selection session in Li Jiaqi’s live broadcast room this year was particularly fierce. Hengjie relied on high-quality products and reliable team services to come out on top in multiple rounds of competition.After raising funds, it finally achieved impressive results on the pre-sale day of the Double Eleven Home Furnishing Life Festival.
Improve the service system and lay a solid foundation for e-commerce business
The product range in the home decoration and bathroom industry is different from that of ordinary consumer goods. In addition to high-quality products to attract consumers to pay, there are also extremely high requirements for pre-sales and after-sales services in the delivery process.
Facing the Double Eleven e-commerce battle, relying solely on third-party service teams cannot cover the rapidly increasing demand for services. Therefore, Hengjie established its own service team early to provide services ranging from pre-sales consultation, after-sales Q&A, and door-to-door service. From delivery and installation to cleaning, inspection and even circuit modification, the entire process is covered.
Before sales, Hengjie E-commerce has equipped 100 operators in advance, and has conducted professional customer service training for these personnel. They can only take up the job after passing the test, thus making sufficient manpower preparations for the period of heavy passenger flow.
After-sales service, Hengjie’s self-built door-to-door service team comes to the door with a certificate. The team members have received professional knowledge training and can answer customers’ usage questions on-site. Any questions will be answered and any doubts will be solved. Not only does it provide free door-to-door delivery, installation and 30-day free warehousing services, it also provides ultra-detailed services including cleaning services and one-stop product inspection, which greatly improves the one-time solution rate.
Not only that, for customers who need partial renovation of the bathroom, Hengjie can also provide professional circuit modification, and the workers involved in the renovation have received professional training and are certified to work, fully ensuring the safety of modification and installation, so that Consumers can happily place orders in the live broadcast room without any worries.
Hengjie's Tmall flagship store has been widely praised by consumers since its opening, and was even rated as a "Tmall Worry-free Shopping Five-Star Store". The evaluation was based on product experience, installation logistics, after-sales problem solving and consultation experience. The store conducts a comprehensive service assessment and finally comes to the conclusion.
In September this year, Hengjie Tmall flagship store was awarded the Alibaba Home Decoration Annual Ingenuity Service Award in the "Tmall Luban Star" selection.
Such a detailed and complete service system is the indispensable confidence for Hengjie in this Double Eleven pre-sale campaign, allowing the brand to handle the huge influx of service demands in a short period of time and win a beautiful victory. Pre-sale battle.
Cultivate your own anchor,Normalize e-commerce live streaming
Therefore, in order to obtain a stable traffic pool in the fiercely competitive online channels, in addition to cooperating with super anchors, Hengjie began to make every effort to cultivate the brand's own anchors.
Currently, Hengjie’s official flagship store has 8 in-house anchors and 8 anchors from partner institutions. They will maintain 16 hours of live broadcast time every day during the Double Eleven period to continue to attract and cultivate consumers to watch online and place orders. This gradually accumulates a stable customer base and maximizes the value of the live broadcast room. As of now, Hengjie’s live broadcast ranks first in the bathroom live broadcast category and is also among the top 3 in the home decoration field.
Even in the traffic era, product quality is still king. Hengjie’s many high-quality smart products that meet consumers’ aesthetics and experience have become hot sellers on e-commerce. For example, Hengjie’s QE8 smart all-in-one machine contains a variety of functions that meet the actual needs of Chinese families. On the day of pre-sale, it achieved a good result of pre-sale of over 20,000 units. In addition, Hengjie's super cyclone water-saving toilets, smart mirror bathroom cabinets, and multi-functional kitchen and bathroom pull-out faucets also performed well.
Hengjie’s outstanding performance in the Double Eleven pre-sale was full of surprises but also expected. After this “e-commerce battle”, Hengjie not only tested the brand’s effectiveness in product quality, service and online marketing The uniqueness and completeness have also further consolidated Hengjie’s e-commerce advantages in the home decoration and bathroom industry.
I look forward to this new domestic brand continuing to actively strive for change and putting new technologies and marketing methods to use, so that more consumers can fully understand and fall in love with domestic sanitary ware products.
