10月17号，为了寻找定制家居媒体新方向，学习最新IP营销理念和品牌如何帮经销商打造本地生活的技术方法。广东省定制家居协会、广东衣柜行业协会举办【Dou是干货】新媒体培训班（第四期）活动。邀请广东省定制家居协会新媒体专委会副会长苑丛乾（苑说轻高定）、专家委员娜仁格日勒（建材家居探店员-娜仁格日勒）担任讲师。帮助家居企业做新媒体运营，打造有效的营销引流能力。
活动开始，广东省定制家居协会新媒体专委会秘书长朱燕青回顾上一期活动的基本情况，并讲，在当前新媒体趋势下，专委会背靠协会大平台，积极发挥专委会作用，把各方面的资源联动起来，以构建传递正能量信息为重点，慢慢加强行业之间的深度合作，通过培训活动、深度交流等多方面、多维度给会员企业赋能！
#01
品牌IP化重新打造
广东省定制家居协会新媒体专委会副会长苑丛乾（苑说轻高定）准确地分析了当前行业内存在的"内卷"现象，提出了新IP营销的破局方法。并且从如何打造创始人IP、品牌IP化重新打造的知识体系以及新IP增长飞轮三个方面详细讲了关于IP打造的关键地方。苑老师在用大量实际案例的基础上做直观又生动的讲解，通过提问和互动环节激发大家思考，为大家创造一个轻松又充满互动性的学习氛围。
#01
打造创始人IP
在当今信息爆炸的时代，个人品牌的建立变得特别重要。苑老师强调，通过塑造独特的个人形象，比如创始人的故事、理念和价值观等，可以有效提升品牌的辨识度和吸引力。这不光有助于建立消费者对品牌的信任感，还能激发潜在客户的共鸣，从而促进品牌和用户之间的情感连接。
#02
品牌IP化重新打造
品牌IP化就是把品牌形象转化成具有独特个性和文化内涵的知识产权资产。Teacher Yuan point out that companies need to dig deep into their own core competitiveness and cultural features, combine with market trends and consumer demand, and systematically upgrade and innovate their brand image.This process includes but is not limited to product design, brand story, and other aspects, aiming to build a multi-dimensional brand image, making it a special symbol for consumers.
#03
New IP Growth Flywheel
To achieve continuous growth,Teacher Yuan introduces the 'New IP Growth Flywheel' model, emphasizing that through many different ways, the IP ecosystem can be continuously enriched and improved.Specifically, throughinternal self-drive like founder IP building, investment IP building, and IP event marketing, and external resource drive like influencer matrix, new media annual promotion ambassadorand external resource drive,a dual-wheel drive forms a good cycle, pushing IP value to its maximum.
#02
Local Life New Media
Naren Gerile (Building Material Store Hunter - Naren Gerile), an expert member of the Guangdong Custom Home Association New Media Committee, shares from a professional angle with touching language,discussing deeply but easily the opportunities and challenges for dealers in the local life area.Teacher Naren explains from three aspects: which kind of dealers are suitable for local life business, which parts brands support dealer local life coverage, and how to effectively improve dealer execution ability.With professional content, touching explanation, vivid language, and full of passion, it greatly arouses field students' learning interest and participation enthusiasm, keeping them always in high learning spirits. Full of dry goods, students benefit greatly.
#01
Which kind of dealer is suitable for local life
1. Strong online awareness and promotion willingness
Those who have used online advertising, social media, short videos, and other promotion tools before, and have some understanding of online marketing.
2. Get ability to learn all di time
Make you fit adjust based on platform algorithm and traffic changes, follow new trends on time.
3. Face big wahala for business
When business dey fall or life dey hard
4. Sharp eye to see people wey get talent from God
Camera sense too strong / Traffic sense too strong
#02
Which part brand dey help supplier for local life
1. All platform: Account network
Make plenty account for different platforms, build network wey cover many people and dey work together. This one help brand reach customer for many sides, boost how many people see brand and how many users dem reach.
2. Content: Video + Live
Show product, teach how to use, wetin customers dey talk, behind-scene tins. Make content different, satisfy wetin different people want.
3. Traffic: Advert + Data analysis
Use tools wey platform give to put adverts, target correct customers well-well. Fit target based on wetin customers like, how dem dey behave, and where dem dey.
4. Make money: Group buy change
Check how data dey show, including how many join group, how many orders, how many people convert, change plan on time.
#03
How to effectively improve dealer execution
1. Set clear goals and plans:
Set clear and measurable goals, and develop detailed action plans.
2. Strengthen training and guidance:
Organize regular training sessions to improve the professional skills and service level of the dealer team.
3. Establish incentive mechanisms:
Motivate dealers' enthusiasm and creativity through a reasonable reward system.
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 successful cases, to help dealers grow.
#03
Help enterprises find a way to break through
Two pioneering lecturers conducted in-depth analysis on multiple aspects such as the new IP marketing growth flywheel, how to build a founder's IP, the local life categories supported by brands for dealers, and how to effectively improve dealer execution. They also had active exchanges with the participating enterprise representatives.This training activity shared a large amount of theoretical knowledge and skills, and also injected new vitality into member enterprises.The association will continue to promote the coordinated development of the home furnishing industry, and facilitate the healthy development of the industry through multiple methods, aspects, and dimensions!
