Blue Moon will push cleaning new technology, sceneization and experiential marketing attract attention

The Mid -Autumn Festival just passed, people across the country appreciated the moon and watched the autumn night together. At the central autumn party of the Central Radio and Television Station and Hunan Satellite TV, the washing brand Blue Moon has appeared. In fact, this is the ninth year of the Blue Moon in the ninth year of CCTV and Hunan Satellite TV to build a Mid -Autumn Festival party to accompany the Chinese people around the world to spend Mid -Autumn Festival nights.

Every Mid -Autumn Festival party will usher in the annual Blue Moon Festival. As the annual brand activity of the blue moon, the 10th Lan Moon Festival this year created a national sports carnival, with the new sports laundry liquid as the core carrier, and continued to expand consumers to reach the way. Regardless of whether it is super retail, gym, or sports apps, consumers can enjoy the joy and comfort brought by the new products of the blue moon.

From the high -television advertisement announcement to the landing -level scene marketing, the Mid -Autumn Festival night IP is created by the whole people, and the blue moon can quickly open the new product of sports laundry liquid series with multi -level brand marketing. increase.

Inpure needs Innovative laundry -type laundry solution

In recent years, under the influence of the national fitness national strategy and the increasing importance to healthy life, the country has set off a wave of national sports. According to data from the State General Administration of Sports, the proportion of frequent participation in physical exercise in 2020 reached 37.2%, an increase of 3.3 percentage points from 2014. This also promotes a new round of consumption upgrades and bring new demands related to sports. The most direct is that consumers' demand for sports clothing washing is being upgraded. Among them Cleaning problem.

According to the "Insight Report on the Cleaning Problem of the National Movement Trend of the National Movement" issued by the Nandu Big Data Research Institute, 86.07%of the interviewees after sports have stated that they had encountered troubles related to the sweat of clothes. For the clothing after cleaning, 90.22%of the respondents found that the cleaning problem was more serious. 58.58%reflected that it has been worn for a long time, and it is easy to get yellow. 46.40%found that it has been worn for a long time. It was dull, 40.04%smelled the sweat and was still residual. In addition, nearly 80 % of the respondents are interested in sportswear -specific laundry products and hope that the product will solve the problem of sweat.

To this end, Lan Yueliang deeply insists on sports and fitness, daily commuting, parent -child playing, etc., such as cleaning pain points of sweaty scenes, and driven by research and development innovation, launched a series of sports laundry solution series. This series of new products can not only effectively wash the sweat taste, but also continue to suppress the sweat of clothes during the dressing process, so that consumers "sweaty without taste", fully enjoy the sports and healthy, healthy, and clean lifestyle.

In May of this year, Lan Yueliang joined hands with the 31st World University Student Summer Games, becoming its official supplier, cleaning up for international competitions, and announced that this sports washing fluid was officially launched, showing the international perspective of Blue Moon as the leader of the Jiaqing industry industry. At the same time, it also shows the innovative strength of the blue moon brand.

On August 15, the 10th Lan Moon Festival was officially launched. In response to the call for the National Fitness Movement of the "Fourteenth Five -Year Plan", the Tenth Blue Moon Festival joined hands with industry associations, media, and partners to launch a national movement assistance plan to create a national movement carnival. The blue moon sports laundry liquid has become the focus of this event and ushered in a climax of marketing promotion at the Mid -Autumn Festival.

Various interaction of autumn nights for the whole people help new products spread

The Mid -Autumn Festival, also known as the Moon Festival, is one of the most important traditional festivals of the Chinese nation every year. A young or young or sits in front of the TV to watch the Mid -Autumn Festival, or the outdoor viewing of the autumn wind is the warmest moment of the Mid -Autumn Festival. The moon is bright and warm.

Based on this, Blue Moon sponsored the Mid -Autumn Festival for nine consecutive years, implanting the brand into the minds of consumers, making Mid -Autumn Festival and Moon the keywords that people think of home and blue moon. The all -round brand exposure is also promoted to the spread of new concepts.

At the Central Radio and Television Terminal and Hunan Satellite TV, which was named by Lan Moon this year, the audience can watch the blue moon cleanliness knowledge science video, conduct interactive answers, participate in interactive mini -games through online interactive applets, learn to learn and understand Clean knowledge and have the opportunity to get clean gifts such as blue moon sports washing fluid.

According to reports, Lan Yueliang hopes to use the above -mentioned series of interactive activities to allow consumers to learn clean knowledge, harvest surprises and good gifts, and feel the unique Mid -Autumn Festival blessing. In fact, through the effective linkage of interaction and interaction, Lan Moon, while realizing the brand associated with the Mid -Autumn Festival, the "Blue Moon Mid -Autumn Festival Night" IP, has also realized the implementation of the "knowledge marketing" policy that it has always adhered to, realized the realization, realized the realization, realized the realization, realized the realization, and achieved it. Brand differentiated marketing has settled unique brand impressions in consumers' minds.

Not only that, Lan Yueliang also launched sports laundry fluid advertisements, which are exposed through CCTV high frequency to achieve extensive crowd coverage and quickly open new products. In this way, during the previous diving World Championships and the Women's Volleyball World Championships, they saw the blue moon sports laundry fluid, which achieved accurate reach of the target group, and strengthened consumers' natural associations for sports scenes and the product.

Multi -scenario experience all -round touch consumers

At present, the consumer environment has changed significantly, and the popularity of social media has made consumers reach channels to diversify and three -dimensional, which also puts forward higher challenges to the marketing ideas of consumer goods companies. A model of an advertisement in the past is no longer completely applicable. If TV advertisements are two -dimensional communication and laid the foundation, then scene -driven, tailor -made, and accurate reach, is the intensive cultivation above this to create a 3D three -dimensional communication ecosystem.

As a brand that has long cultivated consumers for a long time, Lan Moon also knows the way of three -dimensional and scene marketing. In addition to the high -altitude promotion of traditional TVs, Lan Moon also penetrates to consumers, especially in sports -related scenarios to strengthen the promotion and marketing of new products and continue to expand consumers to reach the way.

On the one hand, Lan Moon has strengthened the construction of sports scenes and consumer interaction in retail channels such as China Resources Wanjia; on the other hand, Lan Yueliang focuses on sweating scenes such as running, cycling, fitness such as users in life. In the form, consumers' participation paths are integrated into daily life, creating a multi -channel, multi -scenario, and open experience ecology.

During the Lan Moon Festival this year, Lan Moon launched the "National Experience Officer" recruitment activity, calling on consumers to exercise and fitness, and provide consumers with opportunities for free application and experience of blue moon sports laundry fluids. For example, cooperate with the running platform Yue Run Circle, launch a 50 -kilometer extreme challenge, encourage consumers to sweat, start running freely, and complete the challenge to get the blue moon sports laundry liquid; cooperate with the cycling platform Qingji If you have a ride task, you will have the opportunity to extract the blue moon sports laundry liquid; work directly with fitness studios such as miracles and fitness, fitness enthusiasts can participate in the Blue Moon Festival Sports Carnival in the gym ... and on Weibo, Xiaohongshu, Xiaohongshu, Xiaohongshu, Xiaohongshu, Xiaohongshu, Xiaohongshu, Xiaohongshu, Xiaohongshu, Xiaohongshu, Xiaohongshu Douyin and other new media end, Blue Moon also launched the national experience official activities. The emotions invite consumers to experience clean new technologies and enjoy the joy and comfort brought by sweating.

Lan Yueliang said that he hopes to gather multi -party forces, help the whole people move, and jointly build a consumer -centric, open, omni -channel, multi -scenario "sports+" experience ecology, so that sports clean lifestyles can reach more consumption. By.

From the advertisements of Volkswagen Media to the refined operation of the sweating scenes at aiming, and then invite the experience, the blue moon implants new products for consumers, and the use of cleaning effects will eventually help to promote repurchase. It is worth mentioning that behind the sweating scenes of exercise, there is a group of highly coincident communities in groups of interest. It is easier for these communities to bring traffic conversion in the mode recommended by acquaintances. High value.

At this point, Lan Moon's marketing ideas have formed a closed loop, creating a virtuous circle of marketing ideas based on experiencing ecology, forming a secondary transformation of communication, experience, repurchase, and fission. It is foreseeable that based on strong product power and brand power, the blue moon sports laundry liquid will quickly break the circle and contribute another new growth point to performance. Text/Ren Qinghua

Daily Economic News

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