"New Stars In Autumn" At Dithering Mall Unlocks The New Path Of Business Growth

The cold wind is rustling, autumn and winter are coming. The change of seasons has triggered changes in consumer demand, and the sudden drop in temperature has made people's desire for warmth and fashion rise in an instant. September is a good time for people to buy warm clothing. Thermal underwear, pajamas, socks and other sub categories demonstrate the new warm fashion and become the focus of user clothing consumption.

Focusing on the real demand for people to buy underwear and pantyhose in autumn and winter, from September 19 to 30, during the "Good Will Wear the New Moon" activity of the Diaoyin E-commerce, the underwear and pantyhose sub industry of the Diaoyin Shopping Mall launched a new node in autumn, created a special activity of "New Stars in Autumn", and innovated the play method of "product rejuvenation+star spokesperson official publicity+head up with goods", Create a new growth path of "brand exposure - star grass planting - single product transformation" to help industry merchants improve brand reputation and business and seize the autumn and winter market.

First of all, the platform links the top brands of the underwear track to participate together, and through capturing consumers' demand for seasonal consumption, optimize product upgrading, and launch new high-quality and low-cost pallets; Secondly, we will work with stars to create spokesperson official publicity and short video grass planting methods, and rely on star influence to gather more traffic and reach more interested people; At the same time, the merchants invited the top experts to open the live broadcast with goods, and guided users to conclude a deal by upgrading the decoration of the live broadcast room of the store, so as to continue to drive business transformation.

During the event, herbal primaries, Qiaoaiti, Osmana, a fish, blossoming cotton, foreign luxury, meeting in person, Yijier and other underwear brands officially announced the all-star lineup, launching 86 new products with high prices on the whole network, and more than 20 exclusive ones; The overall GMV increased by 184% year on year, and the search and payment GMV increased by 42% month on month, seizing the business opportunity in autumn and winter.

　　 I

Spokesman of star official

Enlarge brand influence

　　 Clothes & Accessories The industry is a new driven industry. How to promote new products at new key nodes? For brands, with the help of star influence, it is an effective choice to deeply bind new products with star elements, quickly attract the attention of fans, and expand brand radiation.

During the event, nine new brands joined forces with celebrity spokesmen such as Xi Mengyao, Sun Yi, Guan Xiaotong, Wang Baoqiang, and Shu Chang to deeply analyze the consistency between the celebrity endorsement and brand characteristics, create new trends, and conform to the new trends in autumn and winter. At the same time, the brand and celebrity spokesmen have joined forces to create a talent grass planting matrix through star grass planting short videos and live broadcast room interaction, to leverage greater traffic exposure and help the brand achieve "crowd breaking". During the event, Star Talents planted grass for more than 360 million times.

　　 1. The head brand group official announces the celebrity spokesperson, which precisely matches the brand tone

In the activity, Herbal Primary Color launched the new Yadan style products - supermodel micro pull pants, supermodel hip lifting pants, supermodel muscle bottoms in the Diaoyin Mall, and joined hands with the first brand spokesperson @ Xi Mengyao to show the original self and demonstrate the supermodel style. The new autumn and winter products of the same style in the main supermodel series sell well once they are launched, and the sales of single products have exceeded one million.

The Chinese brand Qiaoaiti invited Sun Yi to become a star brand ambassador, adding popularity to the new products. In autumn and winter this year, Qiaoaiti launched an upgraded Huaxi Biological Hyaluronic Muscle Undercoat to meet the needs of young people. Sun Yi has unique opinions in the field of fashion, and this cooperation has strengthened the brand's young and fashionable style; At the same time, the brand also invited KOCs to plant grass in the matrix to show the highlights of new products from multiple angles, so that good products can meet the right people.

Osmana, who has been deeply involved in the body shaping industry for more than 20 years, has developed new products in the new market of hip lifting pants. This year, it launched the new products of hip lifting pants and sewing three-dimensional hip cup, which can easily create a beautiful curve for the new generation of women. Osmana focuses on the shaping needs of new generation young women, and Guan Xiaotong, the official publicist, is the brand spokesperson. Guan Xiaotong, who is tall and tall, has great influence among young women. This cooperation will transfer the "trendy and sexy" brand mentality to more beautiful young people.

meanwhile, Domestic brand Yangshe carried out a comprehensive brand upgrade in September this year. Based on its ultimate supply chain, the whole line of products upgraded technology and materials, focusing on national style styles, and launched a new product - national style embroidered underwear (shaping and adjusting the back). Yangshe invited Dong Xuan as the brand image ambassador to show the beauty of the brand from inside to outside. Dong Xuan's confident and atmospheric personality complements the brand image of Yangshe, and conveys the comfortable quality and beauty of the product.

For a moment, a clothing brand that focuses on comfortable life and self enjoyment is mainly promoting a new product in autumn and winter - polyester free shin artifact. This high moisture/double-layer 7A anti-bacterial base hose uses double-layer air temperature control technology to show the silky touch of bare legs. The fabric 7A anti-bacterial is rich in moisturizing factors, which makes it smoother to wear in autumn and winter. In a moment, Shuchang was invited to become the brand spokesperson, and the brand's attitude of enjoying comfort and loving life was interpreted. This official promotion helps the brand rapidly accumulate traffic and gather more attention for new products.

　　 2. Stars start in-depth interaction in person and transform star influence into brand power

During the activity, the stars also interacted with their fans in person, and passed on their new products' minds by publishing high-quality content and planting new products with patterns. To be specific, stars can share their fashion experience by planting grass videos, or interact with fans in flash broadcast rooms to attract users' attention. Users can also receive store coupons, star signature photos and other benefits by clicking the video to enter the live broadcast room of the store. A series of interactions and benefits have inspired more users to click on the live broadcast room to understand the brand.

A new brand of Treasure, a fish, and a new product "golf socks" in autumn and winter ”"Calf socks". The new series of products are made of Xinjiang cotton, anti hook and wear-resistant, skin friendly, breathable, deodorant and bacteriostatic, and have a comfortable feeling suitable for the ankle. Wang Baoqiang, the celebrity spokesman, has a simple, reliable, resolute and brave personality, which matches the brand tonality and adds credibility to the product quality. During the activity, Wang Baoqiang released grass planting videos to attract more than 2 million people to the live broadcast room of the store. Cooperate with millions of fans bloggers to plant grass from multiple angles for several times, and a new fish product will be more exposed.

Chinese underwear brands are blossoming with cotton, which are optimized from fabric selection and shape design, and launched new products in autumn and winter - cloud cotton cup bra and cotton laika camellia underpants. Focusing on the underwear wearing needs of the younger generation, cotton blossoming has joined hands with the celebrity spokesperson Guan Xiaotong to interact more closely with young people. Guan Xiaotong was surprised to enter the talent broadcast room, increasing brand exposure and natural traffic in the broadcast room.

The cutting-edge brand met with each other to meet the user's needs for warmth in autumn and winter, and released a new series of 100 cotton 7A antibacterial high hose. Meet with Wang Nan, Wang Chuqin and Sun Yingsha, the star Olympic champions, to show their lightness and upward brand tone and bring more traffic and exposure to new products. Among them, Olympic champion Wang Nan made short video announcements in the official flagship store in the image of a star spokesperson, which attracted more than 350000 exposures for the live broadcast room.

　　 II

Touda special show, live broadcast of stores

Boost both product and effect

At the same time of the celebrity group official's endorsement and the superimposition of talents to plant grass in depth, the merchants opened the path of grass planting and transformation in the Diaoyin Mall, invited the top talents to open the live broadcast, and urged fans to place orders in a simple and quick way.

　　 Herbaceous primacy Guangdong couple, Mr. Dong, Musen Grand Stage, Yunshang Dongge, Shuchang and other top talents were invited to broadcast live, creating a number of brand sales records, and the overall GMV exceeded 100 million. On September 5, the special live broadcast room for herbal primacy of Guangdong couples, and on September 20, the special live broadcast room for herbal primacy of Mr. Dong, were all included in the top 1 list of dithering underwear and panties, the top 1 list of dithering tape goods, and the top 1 list of high-quality goods.

At the same time, brands continue to transform traffic with store broadcast, following the popularity of star official publicity. Shoppers such as Qiaoaiti, Osmana, One Fish, Cotton Blossoms, Foreign Luxury, Meet Me in person and so on launch their own store broadcasts, covering the core transaction time period and continuously guiding users to place orders. Qiaoaiti carried out shop broadcast during the event, during which the number of exposure in the live broadcast room exceeded 40 million. The store broadcast was carried out in a rhythmic manner. After the high tube socks were launched in autumn, their sales rose to more than 80000.

The Tiaoyin Mall co branded with leading players in different fields to carry out live tracking and share new products and good things for users, which directly drove the sales of new products and boosted the growth of brand business. The merchants seized the opportunity of new product release and continued to open the store broadcast, which not only further deepened the brand mentality, but also raised the overall level of store sales. With the hot sale of new products, the re sharing of stars and fans of talent has become a booster for the spread of brand influence, driving more consumers to understand the brand.

As we all know, star marketing is a powerful tool for brand marketing. But how to fully release the value of star marketing? How to help brands seize traffic opportunities and business growth? This needs the guidance of systematic methodology. In the "New Stars in Autumn", Diaoyin Mall has explored a new possibility:

The platform is linked with the head brand of underwear track, and the superior pallet in the new season; The collective official announces the celebrity endorsement, and makes full use of the celebrity influence to improve the brand strength; In combination with the integration of resources such as star, talent grass planting, and live broadcast, the business link of "planting the most grass - transforming" is shortened, so that consumers can see good brands, enjoy high-quality goods, and promote the whole industry to reap good business.

For businesses, with the help of star effect, businesses can achieve instant popularity, gain more business growth and greatly enhance brand influence.

From the perspective of the industry, this all-star combination game is a new marketing method created by Tiaoyin E-commerce in the underwear track. Diaoyin Mall connects stars, fans and brands, and converts fan traffic into underwear brand consumption increment. This has brought new inspiration to the underwear and pantyhose segment industry to promote new products and improve product efficiency in Tiaoyin E-commerce.

In the future, Diaoyin E-commerce will continue to carry out star marketing innovation, apply the all-star combination play method to more industry tracks, open up replicable business ideas for businesses, and achieve the goal of "quality and efficiency". We expect that in this fertile land of business, there will be more innovative ways to play, and more business growth samples will be born.