Shoe Enterprises Speed Up Mining Fans Economy, "Stars And The Same" Sell Well.

< p > < strong > Fashion Show "star with the same" popular pursuit < /strong > < /p >
< p > Gentle Monster sunglasses, Gucci knitted sweater, burberry leather skirt, UGG snow boots... Recently, a thousand Song Yi high concentration camp, not learning OUT, has been widely reproduced in WeChat's circle of friends. The content has included the brand of the costumes, shoes, bags and accessories used by the heroine of the star from you. < /p >
Less than P, overnight, tens of thousands of "shopping for the same products" of several large shopping websites also got together. On Taobao, a shop launched a white thickened woolen coat with thousands of songs, which sold 3699 pieces in the month, and another long sleeved women's windbreaker with a monthly sales volume of 1472. Even the hero Edward's wonderful trip, which was read by the Minster min Jun before going to bed, sold 3867 pieces in a shop in a month. Many buyers wrote in the comments that "because you came from the stars" only bought them. < /p >
If there is any infringement problem in the same custom of Taobao P shop, let's leave it alone. However, the trend of "catching up with the same funds" is not new. As early as in 2012, the hit TV drama "Beijing youth" ignited many young men and women's "passion for youth" and fans obsessed with dressing up. < /p >
< p > it is learnt that Li Chen, the local brand seven wolves, plays the role of image spokesperson by the hero He Dong. In the warm-up stage before the release of "Beijing youth", the seven wolves recommended the hero Li Chen's dressing style on his official micro-blog, playing the brand slogan "men are more than one side and character consistent". This is undoubtedly reshaping brand positioning and keeping close to the younger generation. Relevant data show that in August 10th - August 20th, the number of seven wolves mentioned in micro-blog reached a small peak, and this is exactly the time when Beijing youth was premiered in Tianjin satellite TV. < /p >
< p > < strong > stereoscopic marketing to win the exposure < /strong > < /p >
< p > "for a brand enterprise, in order to cooperate with a good film and television work, we should first position the actor's dressing style according to the character character of the play. Before the film and television works are released, we can promote the film and TV works and the leading role's dressing style in the city stores. In addition, for some products that may become "exploding" products, enterprises must produce 3 months ahead of schedule, so as to prepare large quantities of products to go up after the hot work of film and television. Wang Weiwei, manager of the news center, told reporters that before that, the company was involved in the production of the urban love movie "201314" and sponsored the costumes of the leading actor in the film. Therefore, the enterprise earned full exposure and praise, and promoted the concept and commodities of "fast fashion" in all directions. < /p >
< p > reporters learned that the success of the product was not only due to the fashion of its product design, but also to its full use of internal and external channels, elaborately planning a series of three-dimensional marketing interactive activities to grab high exposure. < /p >
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< p > "the audience is often disgusted with naked placement advertisements, and enterprises are considering how to achieve" no trace "marketing. Wang Weiwei told reporters that on the one hand, on the first day of the film, the company distributed tens of thousands of fashion gifts for the movie and holiday custom to the audience of more than 100 popular theaters in the first and second tier cities of the country. On the other hand, with the help of "201314", the online and offline interaction between the media and its nearly one million members has been affirmed and supported by the majority of customers. At the same time, when the movie was released, he sold the movie and the fashion dress simultaneously in his Tmall flagship store, which was widely sought after by fans and customers. < /p >
< p > < strong > start the trend to guide consumption < /strong > /p >
< p > however, there is also some risk in cooperation with film and television works. Wang Weiwei said that compared to the sponsorship of television dramas, companies prefer to sponsor films because the payback period of films is relatively short, generally in a year or so, while the probability of TV play can not be broadcast is relatively high. < /p >
< p > "the small peak of the Korean drama" chasing the same section "has brought a lot of inspiration to the clothing industry. In fact, there is no shortage of idols or fans in China, but most enterprises still remain at the lower level of asking for idol endorsements. Mr. Lu, an industry insider, said that neglecting the development of products around the cultural focus and ignoring the way of life led by the cultural trend made the enterprises and brands waste a lot of fans' consumption market space. < /p >
< p > "Whoever can initiate the trend will have the initiative and core competitiveness to guide consumption." Lu said that Europe and the United States are leading the trend with fashion design and technological innovation, while Japan and South Korea are leading the trend with comics, idol dramas and other cultures. As an industry insider, he hopes to develop more cultural elements that can be combined with industry in the future and bring the local brand "pull the wind". < /p >