It's the annual double 11, last year Tmall double eleven The transaction volume reached 268.4 billion yuan, a new record. It can be said that this year's 11 day double day period is a two-day period from 11 days to 11 months. The content play method is also more diversified. From the pre-sale Party of double 11, we can see that this year's double 11 IP has more yuan content, more international lineup and more scientific technology.
Presale highlights bosden redefines double 11
In the field of clothing, the achievements of domestic brands are also quite outstanding, Bosideng Last year, the total network sales exceeded 800 million yuan, and the omni channel sales exceeded 1 billion yuan. This year is the same. Bosden ranked first in women's and men's wear categories in the "top brands list for the first hour of pre-sale" of tmall's double 11, which started on October 21.
If there is any new way to play this year's double 11, live broadcasting is absolutely the leading role. From the platform to the brand, all show the importance of live broadcasting, especially the impact of the epidemic in the first half of the year. In addition to catering to the platform's playing methods, bosden has also adapted to the new trend of consumption upgrading and opened a richer and diversified way to prepare for the double 11.
Enjoy the dividends brought by live broadcasting, Bosideng This year, we cooperated with anchor Li Jiaqi again. On October 20 and November 2, we entered Li Jiaqi's live studio twice. Sports, thin and thick products appeared in the studio one after another, making the product line more diversified and reaching consumers more directly. In addition, the two famous stars have been able to promote their sales through the network.
It is worth mentioning that this year bosden has launched a virtual anchor, creating a virtual character to live live during the off-duty period. It really realizes 24-hour live broadcasting every day and explains the selling points of the product. Bosden arranges live anchors and virtual anchors according to different times to serve people of different time periods and ages, so that the probability of purchase will be greatly improved.
Take the product as the foothold, continuously climbing the peak in the design
When you enter bosden's tmall flagship store, you can find that the products today are completely different from those of bosden a few years ago. From the aspects of product design, color matching and tone, we can say that bosden's brand upgrading has been very successful.
It is necessary to adjust the product image from the young and famous brand to the brand image of the store.
Take the recently released new series as an example. Bosden completely changes the stereotype of puffy down jacket. It shows that down jacket can not only be fashionable but also look thin. stay In the Paris snow night series jointly signed by bosden and Gautier, Gautier adopts the classic fishbone waist cover, which makes the down jacket feel slim both visually and in design, and allows women to show the beauty of body curve while being warm in cold winter, which is what previous down jackets lack. In addition, bosden's down jacket abandons the traditional style and gives it more fashionable elements, such as hollowed out elements, deconstruction, geometric structure, Navy stripes, etc., which makes the down jacket more rich in layers and unique in style. It is the down jacket that modern consumers need. No wonder more and more young consumers like bosden.
In addition to the design, bosden has always used better materials and technology to make the down jacket more warm in fashion. The fabric adopts elastic composite technology, which plays a very good role in windproof and warm keeping in cold winter, and the feeling of wearing is also very comfortable. The down adopts 800 + fluffy imported goose down, which is very light and not easy to run down. Different fabric materials are used in different series of bosden. The unique technology of bosden makes down jacket more creative and possible.
In the first pre-sale of this year's double 11, bosden's sales volume became the first in men's and women's wear of tmall. It took only 10 days to catch up with the total sales of 22 days of last year's double 11, reaching 250 million yuan. This great element is the brand upgrading of bosden, which makes more people realize the new bosden, refreshes the cognition of down jacket and captures more fashion people. Under the multi-dimensional development strategy of channel expansion, brand endorsement upgrading and product design improvement, bosden will have more brilliant development in the future.