2021 is known as the first year of new consumption. There is no doubt that this is the best era for the rise of brands. With the upgrading of global consumption, China's consumption ecology is being reshaped, and the awakening of national culture has made the rise of "domestic products" an important signal for the growing self-confidence of Chinese people. More and more new consumer groups born in the 80s/90s have become the backbone of household consumption.
As the market environment changes, the consumption paths and decision-making methods of the younger generation have undergone tremendous changes. Online decision-making and offline experience have become mainstream consumer behaviors. From ten years ago, the store style selection - price comparison in various stores - store bargaining - transaction has changed to the current online style - checking word-of-mouth online - locking in the brand - transaction. Changes in consumer behavior have made content marketing an effective way to seize the minds of home furnishing consumers. Therefore, Grace Ceramics needs to keep up with demand trends, build reputation around consumers' consumption habits, use multiple touch points, and develop deep content.
Media reach channels are diversified and attention is extremely fragmented. The effect of traditional hard advertising is greatly reduced. People don’t like simple hard advertising, but there is absolutely no one who doesn’t like good grass-roots content and experience. In an era where content wins, Grace urgently needs to create an effective word-of-mouth matrix. With the help of Xiangyunsha ceramic tiles, it can consolidate the foundation of word-of-mouth content and make grass-growing content a powerful carrier to seize the minds of home furnishing consumers.
Good content dissemination must rely on good products. Xiangyunsha tiles carry Grace's ingenious tribute to intangible cultural heritage. Since its development and launch in 2018, it has won the favor of consumers with its unique texture and texture. With the advancement of the intangible cultural heritage integration plan, Xiangyunsha Ceramic Tiles allows more consumers to interact and grow grass through a variety of innovative forms, allowing the beauty of intangible cultural heritage to enter consumers' horizons in the form of cross-border innovation, decorating modern The beauty of home makes the intangible cultural heritage IP the first step to become the Grace brand label. And it is precisely the attribute of "Chinese culture" that coincides with the boom period of the cultural national trend and consumption, which strengthens our determination to deeply cultivate grass content.
To tell the brand story and interpret the brand concept as quietly as moisturizing things, it is necessary to produce content that can create a sense of experience, interest, and resonance among consumers. This time we chose to give intangible cultural heritage a "home" as the theme of communication, and quickly deployed two major brands: Xiaohongshu and Yidoutang.The high-traffic word-of-mouth platform firmly lays the foundation for the word-of-mouth content of classic intangible cultural heritage that values experience, beauty, and resonance, and expands exposure through multiple reach channels.
This time, Grace’s newly created grass planting content takes “interactive upgrade + KOL grass planting + KOC expansion” as the fulcrum of the pyramid matrix, from shallow to deep, from basic cognition to in-depth experience, and three-dimensional communication content output. Through the creation of interactive topics for intangible cultural heritage experience, we can arouse the new generation's interest in intangible cultural heritage, awaken the combination of culture and lifestyle, use content to convey the characteristics and cultural connotation of intangible cultural heritage Xiangyunsha ceramic tile products, and deeply explore the cross-cultural aspects of intangible cultural heritage. brand value in the world. Let consumers remember the brand, pay attention to the brand, fall in love with the brand, and recommend the brand.
Add a bit of interesting legend to the dusty history, add a bit of contemporary heritage to the quintessential culture, and let traditional aesthetic classics enter daily life. Grace cultivates content through content, activates the IP attributes of intangible cultural heritage, spreads brand value, and embellishes new home fashion trends with the beauty of culture.
Grace Innovative Content Marketing
Add some drama to the “home” of intangible cultural heritage
The show starts soon!
