Injecting a sense of healing and security into the home: "Fantastic Home Buying Festival" helps the family care and cleaning flower industry to grasp the "spring"

A bouquet of flowers can bring a sense of romantic healing in spring; stocking up at home can also create a full sense of security at home

From the theme activities of "Spring Festival" and "Ice and Snow Sports" at the end of the year, "I have a 'wash' thing in my house", to the "Life Day" during the 38th festival, the Douyin e-commerce business is paying more and more attention to the flower industry.

In April, it was the peak season for flower consumption, and the time spent at home for some consumers was also increasing day by day

Based on the two consumer perceptions of "healing" and "safety" , from April 14th to April 20th, Douyin e-commerce Gehujiaqing flower industry launched an exclusive event - Dou in Fantastic Life · Fantastic Home Shopping Festival (hereinafter referred to as the "Fantastic Home Buying Festival") to help the industry achieve new growth in season

This Fantastic Home Buying Festival provides users with cost-effective options by creating seasonal flower explosions, scenario-based marketing + product mix and other ways to play.

1.

Within 2 months, the viewing volume of "Cloud Flower Appreciation" related live broadcasts increased by 202% month-on-month, and the sales of flower and green plant products increased by 153% month-on-month

Flowers are one of the symbols of a better life.

In this Fantastic Home Buying Festival, the flower industry of Gehujiaqing also made a fuss about seasonal flowers, and cooperated with various platforms to encourage gameplay to open up more traffic exposure for merchants; in addition to the inclination of the traffic of merchants in the live broadcast room of Haowu, during the event Douyin e-commerce also provides targeted coupons for newcomers to the flower category, which can be used to purchase designated seasonal flowers and flower materials, such as peony, plum blossoms, and small handballs

At the same time, the platform is also actively creating hot topics

On April 16th, the topic challenge #zhay's sense of healing is given by flowers , which wasplanned by the Douyin e-commerce Gehujiaqing flower industry , and attracted the participation of many leading experts including @

In addition, in this event, the flower gardening category has been further innovated, trying to expand professional florists and other content creators to enter the Douyin e-commerce, using flowers as a medium to lead the consumption experience of life aesthetics

During the Fantastic Home Buying Festival, Douyin e-commerce Gehujiaqing flower industry first launched the "Florist Recruitment Plan "

Inspired by the platform activities, many merchants have frequently released explosive products, and merchants in the category of green plants and flowers have also performed well
.

@Heidi’s Garden launched the Pet Fan Day event, with a single-day sales increase of over 484%; @Sirius Rose Season Selected Seedlings Special Sale, single-site sales increased by 284% month-on-month; @ Kunge Wanhua opened a special event in Qingzhou, even Mai Qingzhou Flowers The president of the association, provided hundreds of seasonal flower pots at new prices, and the single-day order volume increased by over 141%
.
The brand merchants took a moment to officially announce the digital spokesperson Axi, and officially opened the peony season this year
.

During the activity period in April, it was the peak season of peony, and peony quickly became a hot selling item on Douyin e-commerce.
According to the "Douyin Spring Flower Appreciation Data Report", peony has successfully "topped" the top 1 flower sales in Douyin e-commerce , Sakura saplings, tulips, peonies, and azaleas are close behind and are very popular among consumers
.
During the same period, Douyin e-commerce’s peony sales increased by 1034% month-on-month
.

2.
Convenience, safety, comfort, and personalized scenarios to create a good combination of home hoarding

There are thousands of household items, and personal care and cleaning account for half
.

During the epidemic, the demand for daily necessities was strong, and in the face of the continuous "expanding" demand, Douyin e-commerce once again "prescribed the right medicine" in this "Fantastic Home Buying Festival"  , considering that there are many products in the home care and cleaning industry, with different functions
.
After the platform is combined with different life and usage scenarios, it has launched a variety of "Fantastic Home Combinations" by linking with category merchants
.
For example, the "killing combination" of disinfecting wipes + portable paper towels, the women's combination of women's underwear soap + sanitary napkins, etc.
, because they are close to the personalized user usage scenarios, further satisfy consumers' desire for "stocking at home" specific requirements
.

In addition, driven by the activity, a number of brands have launched popular promotional prices, while the platform has boosted coupons for new users of the category.
After two-way subsidy, the two-way subsidy is aggregated into 5.
9-9.
9 yuan of products in the high-frequency price range of Hujiaqing, which reduces users' consumption decisions.
, providing a worry-free and affordable option
.
As of April 20, during the Fantasia Home Buying Festival, the industry's new customers increased by 16% month-on-month
.

In order to allow the good things at home to reach more users in the circle, during the Fantastic Home Shopping Festival, the Douyin e-commerce personal care and cleaning flower industry cooperated with beauty, food, and mother and child star map experts to creatively plant grass.
E-commerce products suitable for long-term stocking at home, such as the CP combination of gourmet experts and oral care products, and the ingenious implantation of beauty experts and body care products, provide a variety of product choices for different users
.

With the cooperation between the platform and merchants, many industry merchants and leading brands have achieved outstanding performance in business and marketing
.
The Qingyang live broadcast room under Unilever Group even cooperated with Su Yiming to send fans half-price surprise benefits
.

Looking back on this "Fantastic Home Buying Festival", on the one hand, the platform stimulated users' interest in content with hot topics and creative interpretations of talents, and provided people's solutions for home life; The display mode of the whole chain of cooperation, shopping mall and search provides more traffic entry for consumers' purchase conversion
.

Through this event, it can be seen that with the help of interest e-commerce, the merchants in the flower industry of Gehujiaqing have formed a more and more mature growth model.
Practitioners handed in more exciting answers
.