This Double 11 Festival, LINSY once again demonstrated its strong competitiveness in the home furnishings industry. Through content marketing innovation, optimized product strategies, and deep online-to-offline integration, the company achieved steady growth across multiple platforms. Stable performance in online channels served as the foundation for LINSY's Double 11 Festival success, while its innovative content marketing strategy also generated substantial traffic and conversions for the brand.
Content Marketing Breakthrough: Livestream Innovation and Traffic Matrix Construction
In the information-saturated e-commerce environment, LINSY successfully captured consumer attention through content innovation. The revamped livestream shopping model became a highlight of LINSY's Double 11 Festival campaign. Extreme test livestreams, such as "A 100-ton Car Crushing a Mattress," visually demonstrated product quality and built consumer trust. During regular sales periods, the brand equally emphasized content planning. Its green screen livestream rooms effectively enhanced the presentation quality of solid wood furniture through virtual scenes like mountains, rivers, and lakes, driving a 3-fold month-over-month increase in organic traffic. LINSY also innovated in content format by launching the original short series "100 Home Delivery and Installation Diaries," which resonated emotionally with consumers through real stories, achieving millions of plays.
Channel Integration: Seamless Online and Offline Experience
LINSY's unique online-to-offline linkage model played a crucial role during the Double 11 Festival period. Over 1,000 experience stores established by the brand nationwide became important touchpoints for consumers to interact with products. These stores are integrated with major channels like Taobao, JD.com, and Meituan, implementing a "Same Products, Same Prices, Same Promotions" model. Consumers can place orders directly in stores or scan store QR codes to order via Tmall's official website, enjoying Double 11 Festival discounts and promotions.
Capturing Industry Trends: Accurately Identifying New Consumer Demands
During Double 11 Festival, home consumption trends were quietly shifting.
Industry analysis indicates that this year's "home scenario" consumption structure has transitioned from whole-home furnishing for new properties to upgrades and renovations of existing residences. Young people's pursuit of smart, self-indulgent, and quality-driven lifestyles is driving innovation and upgrades in traditional categories.
Self-indulgence consumption became increasingly prominent. Health-conscious office workers brought ergonomic chairs into their homes, with transactions increasing 70% year-over-year in the first phase of Double 11 Festival. Display cabinet categories for collectible figures grew 160% year-over-year. Cat-scratch sofas became a new star product in the pet-at-home sector, with transaction volume exceeding 250% year-over-year.
Mid-century modern style decoration also remained popular. During Double 11 Festival, mid-century modern accent chairs saw a 290% year-over-year increase in transactions, while mid-century modern dining tables grew 229% year-over-year.
By quickly capturing these consumption trends and promptly adjusting its product strategy, LINSY successfully seized market opportunities. The offline experience, online transaction model is a mature approach that LINSY has operated for years. After encountering the brand online, some users also visit physical stores, boosting the conversion rate of in-store customer orders. In the future, with the continuous growth of young people's self-indulgence demands, specific scenarios like gaming rooms and pet-friendly furnishings will become new growth points for LINSY.