Healthy Economy Becomes A New Hot Spot, Home Brand Opens Cloud Layout Competition

Going out for the necessary masks and going home will kill them. The epidemic has completely changed people's habits and lifestyles. Home becomes the key word of this period of time, and health becomes a kind of happiness.

So when we turn our attention from the world outside the window to the house, a proposition about household health is placed before all.

Against this background, Aupu held a special press conference in March 23rd - Aupu health new national product press conference. There is no live audience, no new products that are dazzled, or even rented off the line. Instead, it is a pure online way, which can be broadcasts in multiple channels and based on the needs of users, providing a complete set of healthy home solutions for everyone.

Aupu CEO Wu Xingjie said that Aupu has been adhering to the concept of "design for love" for 27 years. In the process of expanding the product line, it is actually following the path of "what kind of products our family needs, and what products we are going to create" to expand the technology boundary.

As a result, we can see how the traditional home brand will change in the new situation, and make innovations and breakthroughs with digital power, so as to further meet users' needs and become a model of content marketing in a special period.

　　 First,

A father who did not spend too much time with his twin daughters was able to spend more time with her children during this special period. Every time I go home after I have to go out, my father will take off his coat and hang it on the clothes hanger.

Because this is a Aupu health sterilization products, this action can be very convenient to solve the worries of the father accompanying his children.

The father in the above scenes is no other than Aupu CEO Wu Xingjie. This is the story about Wu Xingjie in the past Aupu digital conference.

In Wu Xingjie's home, apart from the clothes dryer, and bathing tyrant, new oxygen treasure, are all family life with bactericidal function of Aupu household products. Wu Xingjie represents the actual experience of Aupu's healthy home solution.

The Aupu conference was built in a special period based on the needs of users for healthy home life. In the press conference, Aupu invited the family of the jitter, the cat owner wearing slippers, and introduced the healthy home solutions of the four major scenes of the balcony, bathroom, living room and bedroom respectively. At the same time, it recommended the six products of the Olympic core bathing tyrant, the light intelligent bathing tyrant, the intelligent clothes dryer, the fan lamp, the one-way fresh air system and the new oxygen treasure.

For example, in the bathroom scene, the core bath bathrooms, in the introduction of cat's own, solve the problem of damp and hot spots of the bathroom itself, while the Olympic core warm air can realize ventilation at the same time, and the bathroom can be completely changed for nearly ten to 10 minutes in a few minutes.

The content of this scenario and the ground floor conference is based on the needs of users in the special period for healthy living at home. This solution is also a part of Aupu's health Guardian series.

As early as the end of January this year, when the new crown epidemic situation began to decline rapidly, Aupu officially launched the "guarding the health Guardian" action. This action falls on two levels of social responsibility and user.

In addition to the health home product solution at this conference, Aupu has launched a billion dollar health subsidy fund at the user level, offering preferential subsidies to users' health home products.

At the beginning of the social responsibility level, it was first in the early February, because the temperature in Hubei was colder, and the hospitals often needed window ventilation. There was a great demand for bathing bullies. Aupu first directed 1000 bathing bars to three hospitals in Hubei province and 10 new crown pneumonia hospitals. In February 5th, Aupu also urgently purchased 20000 masks that conform to national medical standards and sent them to the Red Cross Society of Hangzhou. In March 9th, 700 protective clothing and 5000 medical N95 masks were sent to the hospital again.

Health protection is not only a front-line medical battlefield, but also a physical industry under the line. For Aupu dealers, this is obviously a tough early spring. To this end, Aupu announced in March that it will provide one hundred million dealer guarantee loans to its dealers.

　　 Two.

This Aupu digital conference shows "change". It is partly the survival rule of enterprises in a special period, but beyond the law of survival, it is more flexible and responsive.

The online wave of life service industry has brought imagination to us, and the role of digital life in maintaining the normal operation of the national economy has been highlighted during the epidemic period. This has also made people look at the digital force frequently. Similarly, for Aupu, this special conference is another practice completed by digitalization.

With the online mode of live broadcast and video, this press conference has greatly broken the limitation of time and space, and can reach different groups in a large range.

For example, in the past, only the agents of Aupu could participate in the offline conference. Those who were directly contacted with users could not attend the meeting, which increased a part of the high training cost and manpower cost.

The most important point of digital conference is that indifference covers the corresponding needs. Whether agents or first line shopping guide, through a device and network, can receive the news of the press conference at the same time, especially for the latter, the conference content can become a model reference for users to grow grass.

　　 Three.

For Aupu, this digital marketing is not an isolated existence. Whether it is brand live broadcast or digital conference, the traditional home brand is building a complete digital marketing closed loop.

Back to the end of last month, in February 29th, CEO Wu Xingjie racing driver Liu Zexuan launched a cross border broadcast. In this live broadcast, Wu Xingjie identified Liu Zexuan's home design with the identity of the industry.

Data show that the live broadcast is on the Tencent home, jitter, WeChat small program and more than ten platforms online, of which Aupu small program 31 thousand people watch, a live broadcast heat up to 5 million 905 thousand.

This activity is part of the Aupu series live broadcast of "Aupu king and his friends". In the second phase, Li Danyang, the founder of the mother and infant e-commerce brand, "the young mother" is invited to share their childcare fun and the household problems encountered in their lives.

Whether it is the introduction of Wu Xingjie's own product experience in the digital conference, the introduction of the voice of the red man, the cat owner wearing slippers, is also shared by Aupu's friends in the live broadcast. It is obvious that in essence, it is through building scenes to further awaken the needs that may be neglected by users.

At the same time, because of the special period, the electricity supplier and the short video platform are ushering in a wave of user growth and usage. According to the "2020 full channel online marketing report" recently released by QuestMobile, users' homes have more time to spend on the Internet. The average monthly average time is nearly 160 hours per month, up 43 hours compared with the same period. The proportion of short video accounts has increased to 16.1%.

This means that business brands are ushering in a new round of public domain dividends.

As a consumer, this is a chance to buy a concrete message under the rigid guide line or online picture and text information. The freshness is on the one hand, on the other hand, it can greatly enhance the affinity of the brand and reduce the gap between consumers.

In the digital marketing strategy of Aupu, it is the fundamental brand logic to grasp the public traffic dividend and introduce the red people into the public market and graft their own influence.

In this process, the content is actually serving users through content.

In the digital conference, disease control experts were introduced to give healthy life advice. This is because the user's family structure is different, the living area is different, and the solutions and needs of the product mix are different. Therefore, digital marketing provides a scenario solution to educate users' healthy living through scientific content, which is the mission and value embodiment of the brand.

In the press conference, Wu Xingjie said, "I am standing here, I am very confident, because in the past period of time, I am the product experience officer. I would like to recommend these products for ventilation and sterilization to more people here. "

It is recommended for more people to have a scientific and healthy home life plan, which is also the significance of Aupu's digital marketing.