/PRZWT/April 02, 2024, Nanjing - When the Spring River flower moon is good and the beautiful scenery is beautiful, Zhou Dasheng has a deep insight into the rise of women's power. He took the lead in catering to the new Chinese trend, grabbed the attention of female consumers, and made a strong appearance with the Twelve Flower God product series. By drawing on oriental colors, the series combines strong cultural heritage with new craftsmanship, uses flowers to describe people, and conveys Pepsi in the world. From the calm attitude of its own flowering period, through the elegant and refined new Chinese style, the series orchestrates Zhou Dasheng offline | She will go to buy flowers and flowers for a feast by herself, bringing the public debut of the new series of Twelve Flower Gods, conveying the trend charm of national brand new Chinese style jewelry to consumers. Online intensive cultivation in the field of content, in addition to its own channels of creative content out of the circle, but also with tens of millions of fans of content blogger @Jiang Xunqian (September), through intangible cultural heritage handmade, interpretation of the "12 Flower God" new Chinese beauty.
When "Born for Love" is not just a slogan, but also a belief deeply rooted in the marrow of the brand, each flower in the 12 Flower Gods carefully cultivated by Zhou Dasheng is not just a jewelry decoration, but also a spiritual symbol of women's strength in self-expression and independent style.
The twelve flower gods bloom elegantly, and the female charm is like spring in all seasons
The Twelve Flower Gods have fallen to the world, half elegant and half immortal. Zhou Dasheng's Twelve Flower Gods series products have been online for only three months, and the cumulative exposure of the whole network has exceeded 2.90 billion +, and the sales volume of all channels has exceeded 2,000 + pieces. This series of products runs through spring, summer, autumn and winter, just like the diverse charm of women, it is not limited by seasons and is everywhere. Each Twelve Flower Gods series product is a profound interpretation of "born for love". They mean flowers and contain the beautiful blessings of women reading themselves, pleasing themselves and exceeding themselves. The new Chinese style perfectly integrates classical and modern, showing the unique charm of oriental aesthetics.
In terms of design concept, the inspiration of the Twelve Flower God series echoes the twelve zodiac signs, including January Flower God Plum Blossom, February Flower God Orchid, March Flower God Peach Blossom, April Flower God Peony, May Flower God Pomegranate, June Flower God Lotus, July Flower God Rose, August Flower God Osmanthus, September Flower God Chrysanthemum, October Flower God Hibiscus, November Flower God Camellia, and December Flower God Daffodil. Every woman can find the moon flower corresponding to her birthday month.
In Zhou Dasheng's Twelve Flower God series, plum blossoms, cherry blossoms in the rain, peach blossom lock bags and other popular products all reflect Zhou Dasheng's deep understanding of women's images. Plum blossoms represent tenacity and elegance, cherry blossoms symbolize romance and innocence, and peach blossom lock bags symbolize women's gentleness and wisdom.
In terms of product design, Zhou Dasheng cleverly integrates the new Chinese style into it, making each product unique, and the monthly moon flowers come with exclusive tail marks, which contains Zhou Dasheng's meticulous care and respect for women. In this Tmall super release event, Zhou Dasheng's S-class explosive product Twelve Flower Gods are happy with plum shoots, and the IP joint model of "National Treasure" is extracted from the magpie element and plum blossom element on the [Wangong Palanquin], which means: the top of the eyebrow. Honey enamel smudges vivid colors, exudes bright vitality, and is full of hope for the arrival of spring, symbolizing the arrival of happiness.
Second, a new dream flower feast in the garden, an immersive experience of female power
From March 3rd to 4th, Tmall joined hands with 13 major super brands to create a "New Dream of Garden" in Shanghai Revival INS Paradise. Zhou Dasheng, as the only jewelry brand invited to participate in the launch of Tmall Super, in order to allow more female consumers to experience the charm of the Twelve Flower Gods, the Chinese garden at the flower feast booth of "She Will Buy Flowers by herself" was moved to change the scenery, highlighting the new Chinese style and modern fashion of oriental culture, and fun interpretation of the brand's new spring.
"She will buy flowers by herself, and it is up to her to choose what flower type and taste." During the exhibition, consumers can not only enjoy the feast of new Chinese flowers, but also participate in interactive links such as Zhou Dasheng's Twelve Flower God custom scratch card, hairpin flower experience, and bouquet gift, and feel the brand's care and respect for women. Here, they can not only find the self who explores inward to buy flowers through the Twelve Flower God series products, but also the self who has the courage to bloom outward and dares to pursue themselves.
The total exposure of the event broke through 2.70 billion +, the total interaction was 9w +, the content of the whole network was 5000 +, and the hot list was presented on all major platforms for a total of 14 times. Zhou Dasheng Flower Exhibition, as the booth with the largest number of people on site, was well received by consumers on Xiaohongshu, Weibo and other platforms, and brought a strong exposure to Zhou Dasheng brand and Twelve Flower God series products.
III. Linkage Talent September, using flowers as a medium to convey women's self-worth
In addition to launching products and holding offline exhibitions, Zhou Dasheng also invited Douyin Talent Cultural Content List Top1 - September, the inheritor of Chinese intangible cultural heritage, to shoot a short video related to flowers to convey the connotation of the Twelve Flower Gods. In the video, September learned the technology of intangible cultural heritage silver hairpin to make a flowering hairpin. Through manual silver beating, chiseling, wire drawing and other skills, he made a small flowering mechanism on the hairpin, so that plum blossoms could bloom on the hairpin. Since ancient times, plum blossoms, as the flower god, have the beauty of "knowing from a distance that it is not snow, because there is a dark fragrance". The Twelve Flower Gods series of "happy eyebrows" products symbolize the nobility of women with plum blossoms, which contain joy and blessings.
"The fragrance of plum blossoms comes from bitterness and cold". From the first female apprentice of intangible cultural heritage ironing flowers, the live carving of dragons on ice flowers, to the free flowering of silver hairpins, September's persistence and efforts are the best interpretation of female power. Every knock and every drawing of her are the inheritance and innovation of traditional craftsmanship, just like the female power advocated by Zhou Dasheng's Twelve Flower Gods - tenacity, delicacy, nobility and independence. Among them, the exquisite flowering hairpins and the highly meaningful interpretation of the Twelve Flower Gods make a deeper expression and further radiate to a wider audience. As of press time, the video has been exposed 15 million +, and the total number of interactions has 800,000 +, which has won unanimous recognition from consumers in the comment area.
From making flowers, buying flowers, and blooming, the Zhou Dasheng Twelve Flower Gods series showcased women's power and self-worth through a huge flower feast. It not only brought exquisite jewelry products and new Chinese-style offline exhibition experience to female consumers, but also conveyed women's power and brand values by inviting Internet celebrities to shoot short films in September. This series of marketing activities not only enhanced the popularity and reputation of the Zhou Dasheng brand, but also gave consumers a deep sense of identity and belonging to the Zhou Dasheng Twelve Flower Gods series.
In the future, Zhou Dasheng will continue to be guided by the brand concept of "Born for Love", continuously innovate product systems and marketing strategies, and bring more surprising and touching products to consumers.
