The Lantern Festival has passed, marking the true end of the Chinese New Year festivities. As we gear up for the start of work and school in 2024, Deli, a leader in the stationery industry, once again teams up with JD Super Brand Day under the theme "New Gear, New Beginnings with Deli." We're launching a unique marketing campaign aimed at seizing the minds of consumers with the slogan "Start Work and School with Deli." Leveraging the power of online platforms, our brand-new products from Deli will be offered at great prices, aiming to provide consumers with fresh momentum as they embark on the new year's journey of work and study, embracing new opportunities in the ever-changing landscape.
Leveraging the synergy between Deli and JD Super Brand Day to forge a new chapter of brand effectiveness.
As a global cultural and technological conglomerate, Deli has always been committed to creating excellent products and serving users worldwide. The start of the 2024 school and work season marks Deli's first marketing campaign of the year, with a comprehensive layout. Hu Ge, as the global brand ambassador for Deli, made a vibrant debut with a fresh visual image to inject vitality into the start of the school and work season, further enhancing brand influence and user stickiness. At the same time, Deli leverages JD Super Brand Day as a crucial platform, integrating powerful resources both on and off the platform to create a new chapter of brand effectiveness.
This is not the first collaboration between Deli and JD Super Brand Day. After announcing Hu Ge as the global brand ambassador in 2023, Deli teamed up with the JD platform to launch Super Brand Day cooperation around work and study scenarios, bridging the marketing loop of brand business conversion. The office and study crowd on the JD platform is more precise, with a strong "back to work" attribute. This time, Deli joins hands with JD Super Brand Day again. During the JD Super Brand Day from February 26th to 28th, Deli focuses on four major categories of products: office stationery, office equipment, digital printing, and student stationery, targeting the office-going crowd while also considering students. Deli offers super products such as photocopy paper, ballpoint pens, back-to-school stationery sets, facial recognition attendance machines, inkjet & laser printers, etc., created with a blend of cultural and technological innovation, providing the most practical checklist for starting work and school and leading the frenzy of back-to-work shopping.
The Super Brand Day on JD.com kicked off the back-to-school and back-to-work season with a bang, and Deli seized the opportunity to secure some super business.
During this JD.com Super Brand Day, Deli collaborated closely with the JD platform, leveraging a powerful integration of resources to tap into the full potential of consumer spending. Online, Deli focused on amplifying its presence and promotion both on and off the JD platform. On social media, particularly on Weibo, Deli capitalized on the endorsement and promotion from global brand ambassador Hu Ge, whose message of "Gear Up with Deli for Work" became a trending topic for the back-to-work season. Offline, Deli strategically targeted high-traffic commuter touchpoints such as large screens in major city train stations and LED displays in commercial districts nationwide.
Through these efforts, the Deli brand achieved widespread visibility and deep penetration during the back-to-work season.
The recent JD Super Brand Day event hosted by Deli saw unprecedented momentum, with cross-store discounts, 50% off for every item, direct price reductions, and other enticing offers drawing in a large number of consumers. Deli's flagship products such as copy paper, inkjet printers, neutral pens, and modeling clay experienced a surge in sales during the event, becoming hot-selling items. Among them, book covers saw a staggering 1388% year-on-year sales growth, modeling clay sales increased by 624%, inkjet printer sales surged by 1003%. These blockbuster products set new records for sales, surpassing previous milestones set during events like the 6.18 Shopping Festival or last year's Deli JD Super Brand Day.
In this back-to-school season, with the support of JD Super Brand Day, Deli's business achieved "super" growth. Sales on the Deli JD flagship store on JD.com increased by 213% year-on-year. Moreover, Deli saw a rapid increase in new customers, with a 174% year-on-year growth in transactions and a 224-fold increase in brand members, making significant contributions to the brand's audience base expansion.
As a leading brand in the industry, Deli has always borne the mission of guiding industry development. Through collaboration with JD Super Brand Day during the back-to-school season, Deli achieved a dual increase in brand visibility and sales. This marks another strategic practice for Deli in channel integration, content innovation, and brand enhancement. It also exemplifies Deli's strong presence in capturing the minds of users who associate "back to work, back to school" with Deli products, thus achieving successful synergy between brand and performance. In the first marketing battle of 2024, Deli's brand proposition of "Deli, making work and study more efficient" received resounding recognition.
