As Generation Z becomes the main force in home improvement consumption decisions, Dalongju, a leading enterprise in China’s PVC industry, has made a disruptive entry into Xiaohongshu. This super content platform, with 260 million monthly active users and an average daily usage time of 70 minutes per user, is emerging as a strategic fortress for traditional manufacturing industries to restructure user reach channels.
On its first day on the platform, Dalongju built three major content matrices:
- #FloorAestheticsInstitute showcases product adaptation solutions for popular home decoration styles such as "wabi-sabi" and "cream style" through 4K scenario-based short videos;
- #HomeLab invites a team of materials science doctors from Tongji University to verify 18 product performances (including impact resistance and flame retardancy) in the form of disassembly and evaluation;
- #Renovation101 launches the "48-Hour Old House Renovation" challenge, collaborating with 100 home lifestyle influencers to build an immersive content ecosystem.
Data shows that the first comparison video titled "Self-Leveling Flooring VS Locking Flooring" has exceeded 3 million views, accurately reaching the core group of 25-35-year-olds who are renovating their new homes.
The brand has created an exclusive "User Co-Creation Research Institute" mechanism. By using AI to analyze 32,000 home improvement pain point reviews on the platform, it reversely drives product iteration:
- The 5mm ultra-thin soundproof series, developed for small apartments, was inspired by frequent discussions among Shanghai renters;
- The anti-slip flooring for families with babies originated from joint suggestions of 10,000 users in new mothers’ communities.
This closed loop of "Demand - R&D - Verification" has shortened the new product development cycle by 40%, and the first user-co-created product achieved over 10,000 pre-orders.
Leveraging Xiaohongshu’s Dandelion Platform (an influencer marketing platform), Dalongju has established an OMO (Online-Merge-Offline) link from content seeding to offline experience:
- Users can click on the product card in notes to directly book free samples, and LBS technology is used to intelligently recommend the nearest experience store;
- It has also jointly launched a "Floor Selection AI Assistant" with top home improvement blogger @DesignerAshuang. Users only need to upload their house layout plans to generate 3D flooring effects and material lists, achieving a conversion breakthrough from content browsing to plan finalization within 72 hours.
As environmental protection has become a high-heat tag on the platform, the brand has launched a "Carbon Footprint Visualization" series to decode the entire product life cycle:
- From the traceability of biomass raw materials to the on-site shooting of photovoltaic-powered factories, each note is embedded with a blockchain traceability QR code;
- In particular, the analysis of "1㎡ Flooring = Purifying 2㎡ Air" (based on Mongolian scotch pine negative ion technology) has triggered spontaneous secondary creation and dissemination among environmental tech enthusiasts, with the cumulative exposure of related topics exceeding 50 million.
"This is not just a simple channel expansion, but a qualitative change in the user operation logic of the manufacturing industry," pointed out @LivingLogic, a home industry observer. "When traditional enterprises start to co-build product definition rights with consumers through content, it means that the digital transformation of the industry has entered a deep-water zone."
With 12,000 accurate customer leads acquired in the first month, Dalongju’s practice of breaking into new arenas is opening up a new paradigm of "integrated brand building and performance growth" for the industry.
