Qingxi Daojia Home Service Brand Full-Case Planning and Execution

Project Background

Qingxi Daojia is committed to building a high-end, directly-operated home service platform for consumers. Its business areas cover household cleaning services such as air conditioner cleaning, range hood cleaning, washing machine cleaning, Japanese-style cleaning, whole-house dusting, whole-house mite removal, and wood floor waxing. When the client's founding team approached us, the brand was in a rapid expansion phase and urgently needed brand upgrading planning and related marketing promotion plans.

Brand Problem Analysis

Through interviews with senior executives and customer visits, we found that Qingxi Daojia has a wide range of business lines. In the home appliance maintenance field alone, it covers more than ten types of services, including home appliance cleaning, home appliance maintenance, mobile phone repair, and air conditioner refrigerant recharging. In addition, there are services such as Japanese-style cleaning and dust/mite removal. For a startup company, overly complex business lines are not only detrimental to brand positioning and communication, but the later staff training and customer relationship maintenance will also overwhelm the enterprise.

Differentiated Positioning

After multiple project meetings and discussions, we found that several sub-businesses, including mobile phone repair and air conditioner refrigerant recharging, consumed a large amount of promotional resources, while the business growth they brought was almost negligible. The reason is that these businesses are all low-frequency consumption. The customer acquisition cost in the early stage is too high, and there is a lack of scalability in the later stage. If this continues, it will damage the core value of the brand and waste a lot of human and material resources of the enterprise.

Based on in-depth analysis of market research data, we developed the following strategies for the client:

1. Streamline business lines and retain only the core advantageous businesses in three major categories: home appliance cleaning, Japanese-style cleaning, and whole-house mite removal.

2. Divide the above three major business categories and their derivative products into two sub-brands, Kangmeijia and Jiemeijia, to effectively distinguish target customer groups.

3. Launch single products and annual packages for different user groups, promoting experience with single products and driving growth with packages.

4. Upgrade and transform the brand image, create viral communication events, and quickly drive product iteration and customer conversion.

Positioning Strategy — Core Value Points:

Subvert the traditional housework model and create the 2.0 era of home services

Direct-operation model: All home service personnel are directly-operated cleaners under the brand

Fixed personnel: A fixed service person for each service, making it worry-free, reassuring, and considerate

Scientific scheduling: Quickly respond to user needs, arrange reasonably, and provide order delay insurance

Aviation standards: Cooperate with Xinyang Aviation Vocational College to introduce aviation service standards

Brand VI Upgrade

The original logo of the enterprise was predominantly red, giving a passionate and restless sensory stimulus, which was inconsistent with the brand positioning of cleaning services. The main body of the logo was a cartoon bird image, which was steady but lacked agility.

After communication between the designer team and the client, it was decided to use blue and green to replace the original standard colors, and add an auxiliary color system to make the logo applicable in a wider range of scenarios. The logo design retains the prototype of the cartoon bird but simplifies it, making it easier to remember and spread.

E-commerce Detail Page Planning

The completion of brand upgrading and transformation is often accompanied by the question of how to launch the first shot of brand communication. Based on extensive product research and user visits, we provided the client with one-stop e-commerce detail page planning and design packaging services.

The detail page planning mainly revolved around five directions: user pain points, solutions, product selling points and benefit points, buyer guarantees, and promotion strategies, focusing on the concept of a high-end, directly-operated home service platform. We provided users with a full range of services, including copywriting creation, script writing, model shooting, and detail page design and optimization.

Event Planning and Brand Promotion

During the brand full-case service, the team leader in charge of event planning and project management led the completion of a series of marketing activities for Qingxi Daojia, including WeChat event planning, official website SEO optimization, and media news hype. The activity effects far exceeded the client's expectations. Taking the WeChat event as an example, a single event gained more than 2,000 followers, the activity page PV was nearly 20,000, and the order conversion rate was more than 4 times the daily order volume before the event.