首页即时动态顾家家居购物节：多维营销重塑“健康睡眠”认知

顾家家居购物节：多维营销重塑“健康睡眠”认知

来源：家居百科时间：2026年03月20日 19:16

Guojia Furniture's "Healthy Sleep, Good Dreams in China" Campaign Guojia Furniture's "Healthy Sleep, Good Dreams in China" Campaign

From February 7th to March 29th, Guojia Furniture launched a series of marketing activities themed "Healthy Sleep, Good Dreams in China" to empower terminal retail and deeply convey the brand's year-round value of "Healthy Sleep" through multi-dimensional events and integrated marketing.

Full-domain Layout: Multi-dimensional Event Marketing to Capture Traffic Entry

At the beginning of the "Renewal Shopping Festival" marketing campaign, Guojia Furniture took the lead with a highly topical "drone lifting mattress into the home" event, which visualized the service commitment of "not closing during the Spring Festival." This innovative form broke the physical boundaries of traditional home marketing and sparked industry-wide attention before the Spring Festival.

Following this, Guojia Furniture deeply integrated into the high-speed rail scene during the Spring Festival travel rush. In addition to distributing New Year gift bags at Hangzhou East Station to wish the Spring Festival travelers well, Guojia also donated professional mattresses and pillows to the "Small Rest Station" night rest area at Hangzhou West Station, bringing a comfortable rest experience to travelers arriving in Hangzhou at night or transferring overnight. For those returning to work after the Spring Festival, Guojia used emotional copy advertisements on high-speed trains to alleviate the anxiety of workers, achieving precise touchpoints from before the Spring Festival to the return to work.

Guojia Furniture High-speed Rail Scene Integration

At the same time, Guojia continued to increase its young and innovative communication and celebrity matrix layout. During the New Year, it联动 celebrities like Yu Yin and Ma Xiaoyu in short dramas to launch new products such as the Bedroom Product to Clean Dual Core Mattress and the Dream Time Series Soft Bed · Comfort Edition in the form of AI creative short videos. On February 26th, the two celebrities personally appeared at the official live event to give product testimonials, using youthful expression to precisely fit the current marketing trend. On March 16th, Guojia officially announced actor Wu Lei as the global spokesperson for Guojia Furniture, further strengthening the celebrity matrix and injecting new momentum into the aggregation of全域 traffic.

New Product Launch: Strengthening Product Competitiveness with Products as the Core

After event marketing created noise, Guojia Furniture used product experience to convert traffic. On March 7th, the "Clean Forest Breathing New Product Tasting Event" was launched in Kunming, where a forest-themed immersive scene was created with sensory experience devices, highlighting the Dream Time Series Soft Bed, the Clean Dual Core Mattress, the Star Pro Soft Bed, and the Moon Shadow Smart Mattress as the four flagship new products.

Guojia Furniture New Product Tasting Event

The new products are created around the two directions of "health" and "intelligence," with each product behind it being Guojia Furniture's deep insight into user sleep needs and technical accumulation. This tasting event is not only a new product launch but also a concentrated expression of the brand's product power. After Kunming, the tasting event also extended to Zhengzhou, Guiyang, Suzhou, Xi'an, and other cities across the country, aiming to let more users feel the latest product innovation achievements of Guojia Furniture up close.

Guojia Furniture New Product Tasting Event in Various Cities

It is worth noting that on March 19th, the 2026 Guojia Furniture Smart Flagship New Product Spring Launch was successfully opened in Hangzhou with the theme "Evolutionary Power, Smart New Life," where the brand launched a series of smart flagship new products, bringing more imagination space to the industry with hard-core innovation.

Content Breakout: Strengthening Brand Awareness with Diverse Content

Beyond event marketing and new product layout, Guojia Furniture is also focusing on content breakthrough. By using a precise and entertaining content matrix to strengthen brand awareness, it achieves a deep transformation of traffic from exposure to cognition.

In the aspect of KOL seeding, Guojia Furniture uses a precise combination strategy. By linking with "Niangao Mom," it focuses on the allergy pain points of families with children during the spring change season and naturally implants the core function of the anti-mite mattress, accurately reaching the maternal and child group. It also collaborates with the review blogger "In-depth Understanding" to present the mattress performance in a direct way through violent disassembly and mite observation, enhancing the persuasive power of the product.

At the same time, it launched three magical short videos, using the form of a humorous drama to transform the functions of the soft bed and mattress into "product language" that can be easily understood by users, allowing users to easily understand the core advantages of the product in a smile, effectively reducing the technical cognition threshold, and achieving rapid spread of content.

National联动: Enhancing Brand Sound with Full-domain Resonance

Based on the multi-point marketing and promotion, Guojia Furniture achieved full-domain resonance with national-level联动 events, further amplifying the brand sound.

During the event, Guojia Furniture created "Healthy Sleep, Light Up China" themed light shows in 50 core cities across the country, covering cities such as Shanghai, Nanjing, Xi'an, Wuhan, Changsha, and Chongqing, achieving strong exposure and visual city landmark communication to achieve strong brand exposure throughout the country. This is not only a visual feast but also a concentrated performance of all previous marketing actions, achieving a strong upgrade from single-point promotion to full-domain explosion.

This national联动 event is not only a scaled delivery of the "Healthy Sleep, Good Dreams in China" theme but also a concentrated display of Guojia Furniture's national layout and resource integration capabilities, providing a benchmark case for the home industry to create scaled and systematic national联动 marketing.

This "Renewal Shopping Festival" marketing campaign by Guojia Furniture has long gone beyond simple promotions. It is more like a systematic marketing matrix by Guojia Furniture to complete a concentrated expression around the brand value of "Healthy Sleep." Its systematic practice in integrated marketing, product innovation, and brand communication demonstrates its industry leadership and also provides a reference for the home industry on how to take user value as the core and reconstruct the marketing chain with a holistic thinking in the era of inventory competition.