Competing on Price and Service: Taking the Initiative, Securing Channels, Team Reflection, and Franchise Launch Ceremony – EEHE Doors & Windows 618 Mid-Year Mega Sale National Coordination Kick-off Conference

In the era of competition for existing customers, the marketing logic of the doors and windows industry has been fundamentally reshaped. With the comprehensive digitalisation of the consumer journey, traditional offline ground promotions and passive marketing models are becoming increasingly ineffective, whilst rising customer acquisition costs and a scarcity of targeted customer groups have become widespread challenges for retail outlets. Given that doors and windows are characterised by high average transaction values, low purchase frequency, and the importance of both decision-making and the customer experience, highly targeted, relevant and high-conversion ‘value traffic’ is the key to breaking through the current impasse for retail outlets, rather than simply amassing generic traffic. Only by embracing the transformation of new media and truly mastering operational techniques can retail outlets take the initiative in driving market growth.

On 27 May, the EEHE Guardian: Safeguarding Love EEHE Doors and Windows 618 Omnichannel Growth Strategy & New Media Customer Acquisition Bootcamp was successfully held in Changsha, Hunan. This bootcamp aimed to break down barriers to digital marketing at the retail level, helping dealer partners reshape their customer acquisition systems and unlock new growth potential. By implementing a comprehensive new media strategy, participants were equipped to capitalise on the 618 marketing window, driving both short-term sales breakthroughs and long-term growth.

01. Systematic Empowerment

Building a New Media Customer Acquisition Matrix from Scratch

In today’s home furnishing market, consumer traffic sources are fragmented, with new media platforms such as Douyin and Video Accounts becoming the primary touchpoints for users’ home renovation decisions. For door and window retailers, high-quality new media content is no longer merely a marketing bonus; it has become a core competitive advantage for building user trust and establishing a differentiated edge, serving as the foundational support for sustainable revenue generation.

Addressing pain points such as weak new media awareness and fragmented operational systems among retailers, EEHE Doors and Windows has designed a comprehensive training programme covering the entire operational chain—from understanding to implementation, from public to private domains, and from traffic acquisition to customer retention. We have invited senior new media trainers to focus on industry traffic trends, breaking down core modules including account setup, operational logic, content planning, local traffic generation, live-stream conversion and reputation building, covering the full spectrum of in-store new media operations.

Furthermore, through a variety of formats including in-depth theoretical lectures, case studies and group competitions, the programme will map out a complete closed-loop process for public domain customer acquisition, private domain retention and efficient conversion. This will address operational shortcomings among dealers and empower retail outlets to build a new model of compound growth that integrates online and offline channels.

02. Practical Hands-On Training

Mastering Traffic Generation and Conversion Techniques

For many years, most door and window retailers have relied on local high streets and referrals from existing customers to attract new business. With such limited channels and reach, and sluggish growth in new customers, they have struggled to keep pace with the trend towards younger, online-oriented consumers. The core practical objective of this intensive training programme is to learn how to leverage new media to tap into local traffic and achieve targeted monetisation.

Adhering to the principles of hands-on practice and practical application, this bootcamp focuses on key scenarios such as Douyin short videos, local live streaming and the activation of private domains on Video Accounts. By integrating the customised and scenario-based characteristics of doors and windows, and centring on vertical content such as property layout compatibility, craftsmanship demonstrations and real-life case studies, the programme guides participants in creating high-quality traffic-driving content to overcome challenges of content homogenisation and lack of conversion.

Furthermore, by integrating with the headquarters’ 618 marketing campaign, the programme breaks down techniques for local traffic acquisition and event-driven lead generation. Through on-site practical sessions and guidance, it enhances stores’ comprehensive capabilities to achieve precise local engagement and lead retention, establishing dedicated local traffic hubs. This creates a virtuous cycle of “content-driven traffic, conversion, and reputation building”, maximising the value of new media marketing and building customer momentum for the sales sprint.

03. Professional Guidance

Comprehensive Advancement of Frontline Operations

The core of new media operations lies in meticulous implementation. However, frontline stores often struggle to achieve stable customer acquisition due to a lack of foundational knowledge, methodology and guidance. This training camp is staffed by a team of professional mentors who provide specialised, end-to-end guidance to bridge the final gap in implementation.

During the training, the mentor team provides one-on-one guidance to each participant group, optimising their work and correcting details such as content pacing and product messaging. From account positioning and content creation to live-streaming management and lead conversion, we refine implementation standards across the board. This enables participants with no prior experience to quickly get up to speed and apply what they’ve learnt, helping frontline teams transform from passive observers of traffic into active content managers. This approach tangibly boosts store visibility, attracts targeted footfall and improves lead conversion rates, turning new media into a low-cost, routine core customer acquisition engine for stores.

As traffic dynamics constantly evolve and growth strategies continuously innovate, only by proactively breaking through barriers and continuously evolving can one seize opportunities for growth within a saturated market. This New Media Customer Acquisition Practical Training Camp represents a key initiative by EEHE Doors & Windows to empower its retail partners and capitalise on market opportunities, whilst also serving as a crucial implementation of the brand’s digital strategy.

Moving forward, EEHE Doors & Windows will continue to roll out a standardised, practical new media empowerment system, guiding our nationwide dealer partners to deepen their engagement across all traffic channels. We will integrate online customer acquisition with offline sales conversion, using digital marketing to drive mutual success for both the brand and our retail partners, thereby achieving dual growth in both traffic and sales performance!