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How Does Hai Lan'S Home Understand Consumers?

2020/4/9 15:58:00 0

Hai Lan'S Home

At 8:00 in the evening of April 3rd, Hai Lan's home opened a new round of live broadcast activities, especially busy in the studio, lighting, makeup, props, selection, communication and pre broadcasting. Sexy goddess Liu Yan and trump card Yang Di are preparing for this live broadcast: Hai Lan's 5 major IP series cloud.

It is understood that as at 22:00 on April 3rd, the special live broadcast of the CEO's promotion ended on time, and the live broadcast was made use of WeChat. Small program lightweight, Taobao traffic pool and Jingdong selection strategy, the total live broadcast reached a total number of interactive comments 4 million, total radiation radiation 3 million, IP series of full channel sales of over 40 million.

At present, the impact of the new crown epidemic has spread to all walks of life, and many brands are in a predicament facing the decline of passenger flow and sales volume.

And when online breakthroughs become the only path for enterprises, like Hai Lan's home, there are few enterprises that have laid the line in advance and firmly grasp the recovery period. Through the live broadcast of this Hai Lan home, we can see that the sea LAN family has already begun to re understand consumption.

   The premise of understanding consumption is understanding people.

Drucker once said: "understanding people is the premise of understanding everything else". This applies to the management of enterprises and applies to everything at the moment.

It is undeniable that people nowadays become inseparable from mobile phones. People use mobile phones to identify brand impressions, purchase products, pay, buy back... Mobile phones also let the younger generation re-enter real-time consumption activities - live broadcast.

According to AI media data report, from 2016 to 2019, the scale of online live subscribers in China is on the rise. In the past 2019, the number of online live subscribers in China was 501 million. It is predicted that the number of online live subscribers will reach 524 million in 2020.

Hai Lan's home is well aware of the importance of live broadcasting to today's people. It is also clear that live broadcast is a perfect reconstruction, bringing people the perfect experience of integrating network real-time, content marketing, influence marketing and entertainment together.

   Anchor and theme matching strategy

Today's live broadcast is different from the general program. A good live broadcast requires highly matched hosts, and on-site controls to help businesses sell goods in real time, so it is necessary to match the people's freight yard seriously on the choice.

The live broadcast of the Hai Lan home invited Yang Di and Liu Yan, because the broadcast lasted for a long time, and the reason why Hai Lan's home chose Yang Di and Liu Yan, who were born by the host, naturally needless to say. It was very good at the scene to make Yang Di and Liu Yan display the product characteristics and functions of Hai Lan home.

More importantly, live broadcasting must integrate content, marketing and entertainment to make consumers interesting. In the face of this highly interactive live broadcast, Yang Di, as a variety artist in recent years, is able to see the ability of entertainment and presence on the live broadcast of Hai Lan's home.

What's more, it is important to note that the men's wear house will not ignore female consumers. The consumption of women is the largest in live shopping. According to Taobao's live broadcast 2019 data, the proportion of male consumers who live in Taobao in 2019 is nearly 40%, and women are more than 60%.

As a representative of the new generation of women, Liu Yan's works and reputation in recent years are quite good. More importantly, the important recommendation of the Hai Lan family's live broadcast includes parent-child products.

In 2019, household consumption expenditure increased significantly in China. Household consumption accounted for 36.7% of the increase in clothing consumption, ranking third in all growth consumption categories.

This shows that household consumption will become a necessary growth in the environment of overall assets downward. No matter how the other consumption is reduced, consumers do not reduce consumer enthusiasm in household consumption and clothing household consumption.

According to the data of vip.com, the average monthly consumption of mothers in the first tier cities is 3406 yuan, and the average monthly income in the second tier cities is 2282 yuan. Children's clothing consumption has become the first consideration of the family.

Through this live broadcast, we have seen the importance and judgement of Hai Lan's family for parent-child clothing, and believe that Hai Lan's home will have more actions to promote the iteration of brand strategy in the future.

   The live broadcast logic of the president's presence

It is particularly noteworthy that Mr. Zhou Lichen, President of Hai Lan group, is also the first time to appear in the live broadcast of the brand.

The main form of live broadcast is mostly supplied by the brand side to the anchor, but the boss himself does not have many forms.

For the logic of president's live broadcast, first of all, the biggest aspiration of buyers in live broadcast is authenticity, and nothing is more convincing than creating people.

Instead of letting them watch the anchor's introduction of their promotional products, it is better to let them see real creations telling real product stories, which can encourage consumers to buy.

Secondly, the recent live broadcast of Luo Yonghao can be said to be very popular. If Luo Yonghao's live broadcast is simply a friend, the main idea behind that week is to rethink the brand.

Because live broadcast is a highly interactive activity, where the brand owners can communicate with consumers deeply, so that buying can become a two-way dialogue, so that consumers can understand the real story while letting the brand understand consumers.

Zhou believes that through this kind of real-time interaction, he can better understand the current consumers and understand the brand, so that he can build deeper ties with consumers.

Today's main consumption generation is a generation who grew up in social media and live broadcast technology. They are very accustomed to this way of life, and this will also become the most important part of their lives, and as a brand, we must have a deep understanding.

   IP's spiritual strength

Haily Lan's family's live products contain 5 major IP series, from the Chinese spiritual symbol Bruce Lee to the classic national havoc of the heavenly palace black cat sheriff, and to the super IP Ninja Turtles and Blizzard games that are very influential overseas. These IP joint names are not only to arouse the feelings to harvest the powder silk across the circle, but also a key move for the head enterprise to refresh its vitality and cater to the younger consumption pattern. 。

Apart from the diversity of cooperation, brand IP cooperation is more about showing strength, and this power comes from the mind of consumption more.

President Bruce Lee and X, a joint member of the Hai Lan home, gave consumers another feeling of strength.

In his live broadcast, Chow said that Mr. Bruce Lee is a kung fu movie star with enormous energy and tremendous influence. In his time, he not only raised the global craze for kungfu, but also made the world know the Chinese again, and it was a well deserved national hero.

That Hai Lan's home has been committed to doing a good job in Chinese men's clothing and making China's national brand. The combination of national heroes and national brands is very compatible with such a combination.

This group can be said to be the most weightier one among all the joint names of the Hai Lan family, and this year is the 80th anniversary birthday of Mr. Bruce Lee, which is a very meaningful time point.

Integrating representative patterns and characters into product design is to inherit the unique spirit of the Chinese nation with costumes.

Competition in the business is ultimately mental competition. If you want to achieve results, the brand must focus more on selling unique products to make consumers memorable.

The brand can not make 90% of the products satisfy the needs of consumers, but promoting a product that other brands can not achieve can create a sales miracle.

There are more than 500 million live viewers in China. What products can stand out and need a deep understanding of the brand.

In a world where sales are sluggish and consumption is escalating, online sales need more brand new rules to understand China's e-commerce and bold innovation for consumers in the Chinese market, because fashion brands are now involved in an innovative and complex market.

Many people will say that China's fashion industry is no longer as retail as it used to be, the market is saturated, the competition is fierce.

But the new generation of consumers also have strong spending power, so opportunities will only be given to a small number of people who understand this point.

A demand market with high potential needs to be created voluntarily. There is no doubt that Chinese consumers will become more and more critical and demanding.

The development of brand enterprises must keep abreast of the changes of the times. Understanding people is the premise of understanding all other things. Nowadays, enterprises under the Internet must also re understand and define the new generation of consumers. We can see that Hai Lan's home is rethinking and continuing to deepen farming.


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