Dou is All About Practical Tips New Media Training Class (Phase 4) Helps Build Corporate IP!

On October 17, to explore new trends in custom home media and learn about the latest IP marketing concepts and how brands can help dealers leverage local lifestyle techniques.The Guangdong Custom Home Association and the Guangdong Wardrobe Industry Association held the fourth phase of the "Dou is Dry Goods" New Media Training event. They invited Yuan Congqian (Yuan Talks Light High-end Customization), Vice President of the New Media Professional Committee of the Guangdong Custom Home Association, and Na Ren Ge Ri Le (Building Materials Home Explorer-Na Ren Ge Ri Le), a specialist committee member, as instructors.To assist home furnishing companies in new media operations and create effective marketing traffic generation capabilities.

At the start of the event, Zhu Yanqing, Secretary-General of the New Media Professional Committee of the Guangdong Custom Home Association,reviewed the basics of the previous event and mentioned that under the current new media trends,the committee, leveraging the association's extensive platform, actively plays its role, connecting resources from all sides,focusing on building a channel for transmitting positive information, gradually strengthening deep industry collaboration,empowering member companies through multi-faceted, multi-dimensional efforts such as training events and in-depth exchanges!

Brand IP Re-creation

Yuan Congqian (Yuan Talks Light High-end Customization), Vice President of the New Media Professional Committee of the Guangdong Custom Home Association, accurately analyzed the existing "involution" phenomenon in the industry and proposed a breakthrough strategy for new IP marketing.He detailed the key aspects of IP creation from three perspectives: how to build a founder's IP, the knowledge system of brand IP re-creation, and the new IP growth flywheel. Teacher Yuan provided an intuitive and vivid explanation using a large number of real cases, stimulating everyone's thinking through Q&A and interactive sessions, creating a relaxed and engaging learning atmosphere.

In today's era of information explosion, the establishment of personal brands has become particularly important.Teacher Yuan emphasized that by shaping a unique personal image, such as the founder's story, philosophy, and values, the brand's recognition and appeal can be effectively enhanced.This not only helps build consumer trust in the brand but also sparks resonance with potential customers, thereby promoting an emotional connection between the brand and its users.

Brand IP refers to transforming brand image into intellectual property assets with unique personality and cultural connotation.Teacher Yuan pointed out that companies need to deeply explore their own core competitiveness and cultural characteristics, combined with market trends and consumer demands, to systematically upgrade and innovate their brand image.This process includes but is not limited to multiple dimensions such as product design and brand stories, aiming to build a multi-dimensional brand image that makes it a unique symbol in the minds of consumers.

In order to achieve sustained growth,Teacher Yuan proposed the "New IP Growth Flywheel" model, which emphasizes continuously enriching and perfecting the IP ecosystem through various methods.Specifically, throughinternal self-driving forces such as founder IP building, recruitment IP building, and IP event marketing, combined with external resource drivers likeKOL matrices and new media annual promotion ambassadors,the dual-wheel drive creates a virtuous cycle, maximizing IP value.

Local Lifestyle New Media

Naren Gerile, a specialist committee member of the New Media Committee of the Guangdong Custom Home Furnishing Association (building materials and home furnishing store explorer - Naren Gerile), shared insights with a professional perspective and compelling language,discussing in an accessible way the opportunities and challenges for dealers in the local lifestyle sector.Teacher Naren explained in detail from three aspects: what type of dealers are suitable for local lifestyle business, which areas brand support for dealers' local lifestyle initiatives covers, and how to effectively improve dealer execution.With professional content, compelling explanations, vivid and passionate language, she greatly stimulated the learning interest and participation enthusiasm of the on-site trainees. The trainees maintained a high level of learning enthusiasm throughout. The substantial content benefited the trainees greatly.

1. Strong online awareness and promotion willingness

Have used online advertising, social media, short videos and other promotional tools, and have a certain understanding of online marketing.

2. Has the ability to continuously learn

Able to adjust content and promotion strategies based on platform algorithms and traffic changes, and keep up with new trends in a timely manner.

3. Has experienced significant hardships in business

Business decline or facing hardships in life

4. Has a sharp eye to discover naturally talented individuals

Exceptional on-camera presence / strong traffic awareness

1. Omni-channel platform: Account matrix

Establish multiple accounts on different platforms to form a widespread and functionally complementary account network. This helps the brand reach target customers through multiple channels, increasing brand exposure and user coverage.

2. Content: Videos + Live streaming

Product introductions, usage tutorials, user reviews, behind-the-scenes footage, etc. Diversified content to meet the needs of different users.

3. Traffic: Advertising + Data analysis

Use platform-provided advertising tools to precisely target user groups. Targeted delivery can be based on user interests, behaviors, and geographic location.

4. Monetization: Group buying conversion

Monitor data performance, including number of participants, order volume, conversion rate, etc., and adjust activity strategies in a timely manner.

1. Set Clear Goals and Plans:

Establish clear and measurable goals, and develop detailed action plans.

2. Strengthen Training and Guidance:

Organize regular training sessions to enhance the professional skills and service levels of the dealer team.

3. Establish an Incentive Mechanism:

Use a reasonable reward system to stimulate dealers' initiative and creativity.

4. Enhance Communication and Feedback:

Maintain good communication with dealers, collect feedback in a timely manner, and continuously optimize and improve.

5. Technical Support and Resource Sharing:

Provide necessary technical support, share market intelligence and success stories, and help dealers grow.

Helping Enterprises Find a Path to Breakthrough

Two pioneering lecturers conducted in-depth analysis on multiple aspects including the new IP marketing growth flywheel, how to create a founder IP, which local life sectors are covered by brand support for dealers, and how to effectively improve dealer execution, and engaged in active exchanges and interactions with the attending corporate representatives.This training activity shared a wealth of theoretical knowledge and techniques, while injecting new vitality into the member companies.The association will continue to promote the coordinated development of the home furnishing industry, facilitating the healthy growth of the industry through multiple approaches, aspects, and dimensions.