单场直播引爆86万成交，蒙太奇艺术涂料×交个朋友树立行业数字营销新标杆

Core Insights - Montage, a high-end art coating brand, achieved remarkable success in a strategic collaboration with the popular live streaming platform "Jiao Ge Peng You Zhen Hui Xuan," generating a total sales revenue of 863,849 yuan during a 16-hour live event, with over 1.26 million exposures [1] Group 1: Strategic Collaboration and Brand Image - The live streaming event successfully broke the stereotype of art coatings being "high-end and hard to reach," with founder Lv Fangfang personally presenting the products, enhancing brand credibility and relatability [2] - The partnership with "Jiao Ge Peng You" allowed Montage to leverage a top-tier IP, facilitating brand endorsement and traffic generation, addressing the trust issues associated with high-ticket online sales [2] Group 2: Product Differentiation and Consumer Appeal - Montage's sales success is attributed to its clear product differentiation, with the "Oxygen Treasure" series focusing on "healthy living" and offering air purification benefits, while the "Magic Stone" series emphasizes time-saving and customizable home solutions [4] - These two product lines effectively cater to diverse consumer needs, driving sales growth through their combined strengths [4] Group 3: New Media Strategy and Market Transformation - The impressive sales figures reflect Montage's long-term investment in new media and terminal empowerment strategies, establishing a comprehensive new media matrix that includes official accounts, founder IP, group buying accounts, product accounts, and terminal stores [6] - The success of the live event demonstrates a shift in the home improvement industry from traditional channel-driven models to a composite approach that emphasizes brand content, digital channels, and founder IP [6] - Montage plans to continue enhancing its digital infrastructure and replicate the successful experience from the collaboration across its national terminals, aiming for innovation and growth in the new retail era [6] Group 4: Company Overview - Montage is an international brand focused on the research, production, and sales of green, healthy, and environmentally friendly art coatings, known for its artistic, eco-friendly, and functional products [7]