From July 4th to 7th, 2019, Mr. Cheng Hua, general manager of Tmall Jiaqing pet industry, Ms. Cheng Xin, head of Tmall Jiaqing industry, and Mr. Wufeng, head of category marketing of Tmall Brand Marketing Center, visited Liby offline pop-up store located in Shanghai. At this event, Liby launched a new laundry essence with multi-sensory experience, and linked with Tmall Super Category Day, revealing the new trend of upgrading the washing and care industry!
As a marketing product of Tmall to lead consumption upgrading and accelerate the upgrading of potential categories, Tmall Super Category Day collaborates with various industries to mine new subdivided items with the help of data, focuses on those categories with potential, and selects trend products with great potential to improve the quality of life for consumers under the background of consumption upgrading. By creating marketing events to lead the cognition of category consumption upgrading, help brand owners to develop consumption trend categories in the long term, and promote the upgrading of the category structure of the whole people.
To build high-end washing as the core of the future "black technology"!
As a well-known domestic washing and care brand, Liby opened the first laundry essence liquid laboratory in China - Liby # Different Essence # Experience Library in Shanghai Xintiandi, which marks the new trend of the development of washing and care industry. At the same time, it is also the first time for Liby's new product laundry essence to achieve close contact with domestic consumers after its release in London at the end of June.
With "high-end washing and care" as the design core, the experience pavilion integrates the concept of "skin care essence" into clothing washing and care, and displays the innovative "black technology" and essence care of Libai laundry essence through highly interactive devices. During the opening period, the design of the museum has attracted a large number of fashion lovers to punch in, and the experience museum has become a new punch in landmark.
This "laundry Essence" launched by Liby is the first upgraded product in China. It integrates various black technologies leading the global laundry and care industry, truly realizing the new washing and care experience of "taking care of clothes like skincare". This product is designed by PearlFisher, an international famous design company. It contains 7 kinds of essences, 3 kinds of cleaning stains and 4 kinds of clothes care technology, bringing you a new experience of clothes washing and care!
Laundry + protective clothing + smoothing "three effects in one" to attract attention
With the improvement of people's living standard, more and more consumers' clothes and home textiles are increasingly diversified and high-end. Only "cleaning" has gradually failed to meet the needs of consumers. Natural green and "multi-effect integration" are becoming a new trend in the washing and care industry.
With the improvement of living standards, consumer demand for laundry products is not only clean, but also the pursuit of more powerful clothing protection function. "Libai Laundry Essence" fully considers the user experience effect, tailor-made for users to create a "three-in-one" all-round product of laundry + clothes care + flexibility. The product contains natural coconut oil essence to remove foam quickly; The American Fabric Softener arranges fabric fibers effectively, "no need to use softener after washing", and takes care of your clothes just like skin care, giving your clothes an "extra layer of protection".
This product integrates multiple advantages and functions in one, which is inseparable from the accumulation of scientific and technological innovation ability of Liby for a long time. As the only domestic brand with "China Light Industry Green Washing Products Key Laboratory", Liby has achieved today's achievements through continuous innovation and research and development since its establishment in 1994. Because it follows the trend of The Times and uses technological innovation to create products that satisfy consumers.
"Buy the essence and get the essence", high value gift people crazy grab!
Under the current consumption trend of the market, in order to allow more consumers to establish the mental concept of "high-end", "exquisite" and "care for clothes" of standing up white laundry essence, this activity launched a powerful stunt of "buy essence and give essence", whose high value gifts triggered a mad rush by the whole people.
(The picture shows the "Limited time Grab for Skin Care Essence" activity of Tmall super category Hitachi White)
As we all know, serum is one of the most advanced skin care products in the beauty industry. In this activity, consumers only need to buy 299 Libai Essence gift box to have a chance to grab a small black bottle essence worth 760 yuan, many consumers are crying out to buy.
As a popular product of Jiaqing clothing care, Libai Laundry Essence fully fits consumer psychology, plays a gift marketing model, comprehensively and deeply promotes the combination of high-end washing and care products and high-end skin care concept, quickly establishes a brand concept for customers, and truly creates high-end clothing washing and care experience for consumers.
Liby and Tmall Super Category Day launched offline activities this time, providing a more comprehensive publicity channel for the promotion of new products. In the future, we believe Liby will match the SLOGAN of Tmall's "Upgrade your Life", driving the development trend of "black technology" in the care industry!
