Kangnai: Purposeful Brand Content Live Broadcast For The First Time, That Is, The Industry Is Pioneering.

2016 is the first year of live broadcast. The live broadcast has been pferred from traditional TV broadcasting to the network and mobile phone screen.

But few.

Make such bold attempt.

On the day of holding the new product launch conference, boldly tried the new way of "live + interactive electric business", becoming the first brand in shoe making industry to overturn traditional marketing methods and test the water direct marketing.

Purposeful brand content live broadcast for the first time, that is, the industry is pioneering.

In this age when everyone is used to getting information from the Internet, more and more young people like to live webcast.

But how to use the latest form of "live broadcast" and how to play the biggest role of "live broadcasting" is a question that the brand owners need to consider.

Brand press conference is a good opportunity to use the live platform, because the traditional brand press conference has been difficult to meet the demand of the new consumer era. Kangnai has not been sticking to the rules.

As Zheng Xiukang, chairman of Kangnai group, said, "there is no so-called traditional industry or traditional enterprise, only traditional people and traditional thinking."

Only by grasping the trend, actively changing, accelerating innovation and upgrading, can enterprises achieve sustained and healthy development.

Kangnai has chosen to cooperate with the four platforms of Youku live broadcast, Taobao live broadcast, Jingdong live broadcast and Tmall live broadcasting, and directly lead to Kangnai Tmall's flagship store.

Distinguished from the social performance of the show entertainment live, Youku emerged in the field of content broadcast, standing at the forefront.

The Kangnai's live broadcast of Youku is also its advantages in the content broadcast field.

The highest online viewing time was nearly three million on the day of the conference, receiving nearly 150 thousand of the interaction points, and by directly playing the cat platform, it realized a more convenient form of shopping online, and found a new traffic entrance for potential consumers.

In addition, Kangnai and Taobao live broadcasting platform super human anchor "Miss giraffe SS" and "fruit Victoria" have made efforts to broadcast live, making good use of the popularity of Internet Celebrities and realizing the direct communication between brands and consumers.

In order to give back to new and old customers, Kangnai also broadcast various forms of interaction with consumers through sending cash red envelopes, coupons, and 1 yuan to take the form of Master League's customized shoes online, which directly drew the distance between the brand and consumers.

The live broadcast is undoubtedly a more suitable way of marketing for young consumers, for brand promotion and activity marketing to bring better results.

Obviously, Kangnai expanded the exposure of the brand through live broadcast, creating the opportunity to communicate and interact with more users at the first time.

Master League & Intelligent Cloud store take measures to promote pformation and upgrading of enterprises

Unlike the direct marketing of general enterprises, the marketing content of Kangnai will be distributed on a higher level of brand culture and development strategy. Kangnai's "Master League" and "Intelligent Cloud store" project have become the most important highlights in the entire live broadcast process.

The master alliance, composed of four international shoe masters and Kang Ni Yun center, will focus on comfort technology development and application, product design, comfort testing, footwear comfort research, shoe type big data processing and shoe last model research.

The stunning appearance and creation of the four masters helped Kangnai create the brand image of the comfort shoe master, enabling Kangnai's new and old customers to see the strong team and professional skills behind Kangnai's comfortable products.

The start of the "Intelligent Cloud store" project has also enabled consumers to see the determination of the positive pformation of local traditional enterprises.

To achieve the digital and intelligent interaction interface with customers, it has six core concepts: "customer new experience", "one shop and one community", "intelligent cloud storage rack", "performance new engine" and "sharing economy". It is based on the mass customization and O2O platform of solid store. After consumers arrive at the store, they use the digital digitizing foot tester on the spot to carry out a pair of measuring feet for the foot type, and store their foot data permanently in Kangnai's big data center, automatically generate shoes matching the foot type of the customer, and automatically push the suitable shoes type and style to the customers, so that customers can buy shoes more conveniently and serve a more thorough new experience mode. 24 Kangnai will pass through cloud store

Relying on strong R & D power, Kangnai will make full use of the Internet and big data to build a solid foundation for future mass customization by means of deep integration with information technology.

Integrating public relations means to achieve full coverage of communication

In the marketing process, the brand must consider the innovation of one or more links in various aspects such as marketing steps, interactive forms, and communication platform, so as to maximize the effect of brand communication power and make the brand speak vigorously.

Before the event, Kangnai integrated public relations tools such as social media, mainstream news media and forums, and launched a large-scale preheating with the "mysterious master approaching".

On the day of the new product launch, Kangnai launched the live marketing while making efforts at the social side micro-blog platform.

With the "master alliance" as the starting point, the micro-blog topic of the battle for the comfort is released by the master league alliance. The content is more in line with the young people's network interaction form. They quickly gathered in popularity in a short time, and boarded the micro topic TOP10 list for two hours in a row. Sina ranked fifth in an hour and fourth in the society.

As of the end of the event, the topic of micro-blog brought more than 50 million readings, triggering about one hundred thousand people's hot debate.

The dual power of live platforms and social platforms also brings huge traffic to Kangnai.

After that, Kangnai combined with today's headlines, Sohu, NetEase, Sina, Tencent and other major media platforms and more than 30 local media platforms, and launched three days of publicity for the new product conference to adhere to the traditional ingenuity quality and genuinely impress the consumers, affecting the coverage of all parts of the country, so that Kangnai brand has been deeply disseminated.

Through this wave of marketing communication, Kangnai has not only occupied the highlands of traditional authoritative media, but also covered the new network social media. At the same time, it has tried the best of the most direct marketing of live broadcast, and achieved the full coverage of communication and achieved excellent communication effect.