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New And Instant Products? Full Interpretation Of The Marketing Link Of "Shaking In New Fashion, Early Spring And The New Season"

2023/3/17 18:15:00 722

Clothing BrandsClothing IndustryTiaoyin E-Commerce

   Shake in the new trend, early spring and the new season - spring tide look planning

The renewal of everything begins in spring. Spring is endowed with all good meanings, and it is also a very important new node in the year. Especially in the field of clothing consumption, entering 2023, a huge demand wave is surging. Recently, Diaoyin E-commerce launched the "Diaoyin New Fashion · Early Spring New Season - Spring Tide Look Plan", integrating multiple resources such as grass planting and live broadcast transformation of the platform content, helping clothing merchants to launch new products in the spring, seize the opportunity of spring business, and pave the "small peak" ahead of the spring and summer business outbreak, which also brings a touch of touching spring to the clothing industry.

In this activity, # spring tide look planning The cumulative exposure of related topics such as Onemix has exceeded 200 million, successfully helping Onemix Play, Internal and External, Casio, UR, Masefield, White Deer, MsShe, PIT, Ongo, Miss Sixty and other top 10 Clothing brand Business growth has been achieved, and the brand trend of popular products such as onemix, internal and external products has achieved "new instant products".

   The clothing merchants made an appointment to the Spring Festival to launch a new "first shot"

For the apparel industry, "Shangxin" has always been an important means to maintain brand vitality, explore growth anchors and attract potential new customers. Play with the traditional "spring clothes" to create new ideas, and more changes actually take place in the link core of Tiaoyin E-commerce.

stay online retailers In an era that is simply positioned as "new channel", merchants basically follow the principle of "human goods yard" in selling goods. The only difference is that they move street stores to the cloud, and then obtain traffic through advertising. Today, content plays an important role in dithering e-commerce, whether it is delivered by short videos or live broadcasts. From the platform to the merchants, they are eager to use content to pry users' interests first, Then make the purchase decision. Focusing on the launch of new products in the spring, this "evolution" also means that the traditional "notification based launch" needs to usher in changes, and placing new products in certain content and scenarios, so as to reach multiple potential customers will become the major trend of new product release.

When the spring is warm again, the new trend of 2023 is waiting to be unlocked. Ready Clothes & Accessories Merchants are eager to find a centralized voice field to reach target customers more efficiently and achieve effective transformation. The emergence of "Shake in New Wave, Early Spring and New Season - Spring Wave Look Plan" is just in time. Onemix is playing hard and playing hard, both inside and outside, to become two "chief ship commanders". As an original Chinese sports brand, onemix won the first place in the overall list of the station last year during the "Tweak 921 Festival". This time, it chose to release the potential new product "milk shock shoes" in the Tweak e-commerce, and the "space bubble" new material technology triggered a wave of "milk feeling" sports whirlwind; Last year, domestic and foreign companies entered the Diaoyin E-commerce, and the store GMV increased more than five times in the first month of the broadcast, quickly realizing the cold start of the account. This time, the main push is the Cloud classic size free bra, which is more suitable for matching with light clothing in spring and summer... Good brands and goods match with the appropriate platform, and it is natural to transform the potential trend into a dominant trend.

Acquaintance - Acquaintance - Transformation "Trilogy", Full Link Helps Clothing Explosives Out of the Market

Focusing on the "new trend of dithering in early spring and new season - spring tide look plan", the dithering e-commerce clothing industry has established a set of new product marketing links from the platform to the brand and then to the user, supporting the top 10 clothing core businesses from the whole link of investment attraction, marketing play, goods organization, dissemination and grass planting, and aggregating the new products of the spring trend of all brands, Realized explosive growth of product sales.

① Content × Shorten the decision-making link by combining technology

At the level of marketing strategy, Diaoyin E-commerce focuses on "Diaoyin new trend · early spring new season -- spring tide look plan", and abstracts the "trilogy" that promotes the acquaintance, acquaintance and transformation between brands and users: through an intensive offensive lasting nearly a week (February 21 to February 28), users are promoted to form a content grass purchase decision-making link from knowing and liking new products to buying new products. Under the guidance of this strategy, "shake in the new trend, early spring and the new season - spring tide look plan" builds a transaction link from grass planting to purchase, thus shortening the consumption decision-making chain and reducing losses.

  ② Three stage intensive offensive, one-stop planting grass pulling

In the implementation link design, before and after the "shake in new trend, early spring and new season - spring tide look plan", there are three stages: preheating and water storage, centralized outbreak, and long tail fermentation. From February 21, through clothing trend hot spots and theme posters to warm up and store water, Chen Weiting, Li Yitong, Sun Qian, Zheng Fanxing, Li Jinming, Mao Linlin and others formed a "star call group", which was magnified and exposed in cooperation with resources such as Tiao Yin Kai Ping.

At the same time of introducing stars to create a big event of the spring tide, the dithering e-commerce links the UGC force in the station to help the activity heat break out in a centralized manner. Based on the insight of fashion trends and matching scenes of corresponding seasons, activity planning # Spring Fashion LOOK planning #Shake in the new trend # Do you think about how to wear it in spring We will invite Chen Weiting, Sun Qian and Mao Linlin to lead the matrix of hot topics, cooperate with fashion category experts to follow up, attract users to show their spring tide looks, and strive to become a fashion talent at the beginning of the spring. Sun Qian's single video received 15.404 million exposures, 780000+likes, and the strong hot list of dominating the screen grabbed the attention.

In the intensive outbreak period, the new product support resources of "planting - pulling - supporting" of Diaoyin E-commerce were fully launched to promote the efficient transformation of brand business. In terms of live broadcast, from February 24 to February 28, "Shake in the new trend, the new season in early spring -- the look plan of the spring tide" carried out multiple cooperation with Li Jinming, Mao Linlin, late night teacher Xu and other star talent live broadcast rooms, including holding a special live broadcast in spring, etc., and cooperated with the live broadcast rooms of 10 major brands to build a transformation position.

In terms of streaming, Diaoyin e-commerce gives support to the traffic of stars and talent broadcast rooms. A large number of traffic entrances are set up from Aladdin search to the banner of broadcast rooms. Millions of streams of traffic pool are opened synchronously. Cooperating with the channel of screen opening publicity, shopping cart goods page decoration and other channels, they work together to protect the promotion of new products, mobilize users' interest in new products in an all-round way, and stimulate new business growth.

During the live broadcast, Li Jinming and Mao Linlin's live broadcast rooms ranked No. 1 and No. 12 on the list of clothing, shoes and bags, with a cumulative viewing volume of more than 2.7 million, and the effect of carrying goods was also impressive. 321% of the total GMV outbreaks occurred during the onemix play and find activity, and 42% of the new population was brought through the activity GMV increased, the size of A1-A3 population increased by 50%, and the population turnover rate decreased significantly. The main product of NEIWAI's internal and external clouds "classic size free suspender/vest bra" reached 400000 GMV, the A2&A3 population doubled, the penetration rate of exquisite mothers increased by 177% month on month, and the penetration rate of senior middle class increased by 332% month on month.

   ③ The list of good things helps the long tail spread and is distributed throughout the network

At the end of the event, the Diaoyin e-commerce clothing industry released the "Spring Tide look list of good things", linking the industry official account and fashion We Media to spread through the whole network, which ignited attention; The well-known fashion we media were invited to interpret the new spring products, and other social media platforms were invited to spread and distribute them through multiple channels, further amplifying the overall long tail effect of the event.

  

  Write at the end

Looking back on this activity of "Shake in New Fashion, Early Spring and New Season - Spring Tide Look Planning", it is not difficult to feel that the integration of quality, efficiency and marketing is natural in Shake in E-commerce. Diaoyin e-commerce can systematically provide brands and products with a complete set of marketing links from content, hot spots to transformation, and be sensitive to new business opportunities timely and seasonally, so as to find business growth points for brands that meet consumer interests.


this year, Dithering E-commerce The whole area marketing activities of the clothing industry will also usher in a comprehensive upgrade· The "Fashion Trend Category Week" and the "Fashion Trend Category Captain" plan focus on core trend categories such as down, cashmere, T-shirts, dresses, camping, fishing, etc., create 10 key trend categories and 10 industry leading category captain brands throughout the year, and strive to use multi-dimensional marketing games such as live video with goods+short video planting grass and linkage with the sound mall, opening screen, topic challenge, etc, Help the brand to achieve both product and effect in the Diaoyin e-commerce, and help the brand create the first association of "brand=category". It can be predicted that, for clothing merchants, Diaoyin E-commerce will play an increasingly important role in new product release and other dimensions, and also look forward to more new ways of growth of Diaoyin E-commerce in the clothing industry.


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