Samit, who is “extremely in love”, “talks about feelings” with users

Samit has to do more than just provide a good brick.

Targeting young people has become the consensus of many industries and brands. This is clearly demonstrated in the fast moving consumer goods industry.

But as a low-frequency consumption of traditional home tiles, how can it impress the ever-changing young people? What language and media can be used to effectively reach them? This is quite difficult.

The marketing actions of important players are often industry trendsetters, and Samit is one of them.

As a ceramic tile brand that is positioned as young, international, and with a sense of design, Samit's marketing methodology has set an example for ceramic tile brands and is worthy of repeated observation and study.

01. /

"Special Love" Samit:

Beyond a brick, and users“Talk about feelings”

In the new marketing era, the consumption structure is further optimized. In addition to basic needs for materials and services, consumers also want to show their attitude and personality through purchasing behavior and achieve spiritual satisfaction.

As Trout said, "Essentially, the battlefield of modern marketing is no longer on the shelf, but in the minds of consumers."

Under the new consumption wave, brands can only achieve circle-breaking marketing by better understanding and impressing young people, deeply understanding social emotions and "communicating heart-to-heart" with the public.

In the new era of consumption upgrading, Samit, the most playful ceramic tile brand in recent years, has been constantly exploring marketing methods that cater to the preferences of young people, enhancing emotional links, improving the overall brand sense, and innovating brand marketing for the industry. Provide new ideas.

Especially since this year, Samit has focused on the common language for young people to express themselves, using the new brand proposition "Special Love" to enter the hearts of young people, and the humanistic care "in the name of love" to inject brand into the cold ceramic tiles Warmth and attitude.

To this end, the editor has reviewed the marketing trajectory of Summit in 2022:

● In February, we joined hands with Doraemon IP to launch the “Dream of a New Home” New Year marketing campaign at major Spring Festival travel hubs; ● In March, we launched the “Special Love” campaign ·The four major spaces of "Realize Dreams of a New Home": cute pet living room, natural aesthetic balcony, modern cloakroom, and Gao Yanzhi kitchen; ● In March, "Super Blind Box" and "Super Blind Box" were created on the Haohaozhu Home APP. "New Product Express" and other columns were released to achieve in-depth interaction with platform users; ● March, the "Red Cotton Design Award·The Most Beautiful Trendy Space Design Award" was launched; ● May, launched the blockbuster "Confession" for young people - "Samit Special Love"; ● In May, launched the "New Urban Renewal Living Trend" action, based on the smart ranger, Baidu Nine keywords such as transformation style king and atmosphere master extend the diversified space; ● In June, brand image IPsam Zai performed a brainwashing RAP show, which was more relevant In line with the social context of young users; ● In June, theme activities were released on home furnishing apps such as Haohaozhu and Zhuxiaobang, as well as platforms where young people are active, such as Xiaohongshu, Weibo, Toutiao, and Douyin. ; ● In June, the 618 special episode of the fashion home improvement variety show "Design Idealist" co-sponsored by Samit was broadcast; ● < /strong>In June,launched "Create your ideal new home as you wish - 618 Special Home Love Dream Season"; ● In June,with Doraemon IP They jointly created series such as "Space Adventure" with unique dreamy luminous effect and "Colorful Children's Dreams" where you can draw whenever you want; ● In July , "Special Love Design" was launched "Quick Drawing Design Competition Season 5; ● July, China Home Expo (Guangzhou)Shanghai has collaborated with the "Youth Day and Night Design Trendy Exhibition" to create a "cat dream-making place" for young people; ● July, Shenzhen Fashion Home Design Week With the theme of "Special Love·Rong&Sheng"; ● August, the Love Fashion Festival cross-border linkage sports brand Keep, the industry's first linkage with Keep's big IP; < strong>● September, the "Tide to the New Era" Samit Tile Master high-end series launch conference was held...

Judging from the operation of a series of brand marketing actions, Samit’s approach is:Use various digital platforms and innovative marketing tools to spread creativity and reach consumers at multiple frequencies, thereby integrating Samit’s Grasp social emotions and young trends to reach the audience to the greatest extent. Taking participation in the Guangzhou Home Fair as an example, Samit co-curated the exhibition with the well-known designer Shuhei Aoyama, and collaborated with the "Young People's Day and Night Design Trendy Play Exhibition" to create a "cat dream-making place" ", the scene expressed the "interest" of young people's life more energetically, and received a lot of praise. Another example is the first animation product "Hide Meow Meow" launched by Samit, which combines "cats" with different personalities (suits and leather shoes, cats in floral skirts, etc.) with ceramic tiles, breaking the "cold" feeling of ceramic tiles. Giving the product a childlike touch and making the space more personalized will instantly win the hearts of many pet lovers and poop collectors. Another example is Keep, a cross-border sports brand jointly launched by Samit Fashion Festival, which seizes the current comprehensive fitness craze and adapts Samit products to multiple scenarios, turning the home into a "free sports ground." This cross-border activity breaks away from enterprise-centered marketing thinking and evolves into a "content co-creation" activity that focuses on consumer participation and experience.

In recent years, stratification and segmentation have become the most obvious features of consumer groups. In this marketing context, brand marketing can only capture the trust of young users after reaching them by moving closer to the stratification culture.

Beyond a brick, "talk about feelings" with users. Based on insights into social sentiment, SammyWe are able to fully explore and utilize trends, from presentation form to cultural core, everything touches the preferences of young people. Through the spread of social platforms such as Weibo, Xiaohongshu, Toutiao, and Douyin, Samit has continued to resonate with users/consumers in various circles through online and offline communication at the smallest level, making them feel Samit's unique brand DNA finally achieved the circle-breaking effect. On the road of exploring youthful marketing in the ceramic industry, Samit is once again at the forefront of brand marketing, achieving resonance with young people.

02. / Master SeriesOpen strong>Cross-border marketing 3.0: Samit’s second international IP cross-border co-branding
But breaking through the circle and marketing events are not Samit’s only method. As the pioneer and leader of cross-border co-branding in the ceramic tile industry, Samit has found the precise strategic direction and brand positioning of the brand, and has made the cross-border co-branding clear. In 2021, Samit will co-brand with the international two-dimensional IP Doraemon. In 2022, Samit will carry out the first-mover advantage of cross-border co-branding and once again co-brand world-class collection culture. Now when it comes to Doraemon and collection culture, we immediately think of Samit. The editor believes that in the context of cross-border product development, Samit has broken through himself time and time again in the past few years, constantly improving, and advancing again and again. Among them, the joint development of products with famous designers has opened the 1.0 era, the cross-border co-branded world-class two-dimensional IP Doraemon has entered the 2.0 era, and the cross-border co-branded world-class collection culture has directly extended its tentacles to the 3.0 era. Speaking of world-class cross-border co-branding, Doraemon and Collection Mandarin, as super co-branded IPs, can choose to cooperate with Samit. One of the reasons is that such top-notch and influential IP resources will naturally tilt towards leading brands. , and the second has a great relationship with Samit's international brand background. Samit is the representative international design brand of New Pearl. Since 2015, it has represented the group at the Bologna Exhibition in Italy for five consecutive years. In addition to this international gene, and to break away from the usual impression of ceramic companies that are immersed in production, what Samit wants to do is to break through the boundaries of circles and integrate diverse and rich international values ​​​​with brand concepts. Satisfy consumers' pursuit of a better living experience. It is worth mentioning that on the night of the "Grand Art School" new product launch conference, the new product display area on the first floor of the exhibition hall was surrounded by dealers. More than a month after the launch, terminals were also loading samples one after another, and the new products were sold through mid-to-high-end designer channels. EvenIt gained word-of-mouth and traffic. In the late epidemic era, under the uncertain environment, Samit bucked the trend and delivered a report card that exceeded expectations - "From January to August this year, the sales of Samit's antique ceramic tile products increased by 50%." Glossy matte products are booming here in Samit. In 2022, a major strategic move for Samit brand upgrade is to launch the Master high-end series and independent high-end stores. The Master high-end series consists of three parts: patented products, original color luxury stone products and IP co-branded products. The "Tattoo Art School", co-branded with world-class museums, is also the flagship product of Master's high-end series. What is the strategic intention of the Master Series? What is Samit’s operational plan for cross-border IP? According to the relevant person in charge, Samit has a series of "combination punch" plans for the Mastet series and cross-border IP. The museum co-branding in September this year is just an opportunity and focus for the development of the Mastet series to this stage. The Master series will continue to expand its boundaries, inject more development momentum, accumulate more energy, build the top-level design of Samit products, meet the needs of terminal stores, and attack the mid-to-high-end consumer market. In the future, the Master series will be built into a large platform, and it will continue to cooperate with other cross-border interesting IPs, cooperate with more cross-border elements and designers, and continuously enrich product connotations.