A New Marketing Scene Was Opened Up In The "Shaking In New Fashion · Super Obstructive Year Of The Dragon", And Many Clothing Brands Achieved Business Explosion!

As the Spring Festival of the Year of the Dragon approaches, everyone adds new clothes and dresses up beautifully to add a sense of joy to the old year and the new year. This year, the big clothing industry activity " Shake in the new trend "At an important node before the New Year Goods Festival, we have forward-looking insight into the new trend of clothing and clothing in the Year of the Dragon, created the hot trend of the Year of the Dragon, launched the theme activity of" Release of the Trend of Super Obstructive New Products in the Year of the Dragon ", developed interesting strategies and games, linked with star talent and head brands, helped clothing brands grow new products, and brought a good start to business in 2024 for participating brands!

The event started on January 4 and ended on January 12, attracting Xiahu Family, Cat Man, DSP, Luomeng, Caibai and Calvin Klein, Fenstina, MCM, CABBEEN, Dissona Lee, ERDOS and many other clothing industry brand businesses participated. During the "Year of the Dragon" theme activity Brand merchants The supply of new products increased by 23%, and the proportion of GMV on the shelves of key men's clothing comprehensive industries increased by 3.9%. Among them, the GMV of Xiahu Family's New Year of the Dragon sweater shelf accounted for 29.71%, the order volume exceeded 2400, the GMV of Cat Man's China Red Warm Suit gift box shelf accounted for 31.66%, and the sales exceeded 5600 orders. The DSP's new paper bags accounted for 37.1% of the New Year of the Dragon sweater shelf, and the order volume exceeded 1300, which activated the consumer's demand for new clothes in the Year of the Dragon.

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Exploit new products, and brand plays the trendy business in the Year of the Dragon

Stem making and stem playing are becoming a social way for young people to express themselves and create an atmosphere. Through insight, the clothing industry of Tiaoyin E-commerce found that consumers tend to integrate the elements of China Dragon in their clothing and clothing as the Spring Festival is approaching, which not only reflects the strong flavor of the year, but also represents the auspicious force of "majesty and mystery". Through playing tricks on clothing and clothing, they express the young people's attitudes towards the Year of the Dragon.

"Super Stuffed in the Year of the Dragon" seized this consumption trend and cooperated with star talents to create a "Stuffed" special consumption scene in the Year of the Dragon. Clothing brands represented by Xiahu Aristocratic Family, Cat Man and DSP, combined with the trend of the Year of the Dragon and brand tonality, launched blockbuster new products one after another, meticulously covering interested groups and achieving instant popularity.

The professional men's clothing brand Xiahu Aristocratic Family launched a new "Dragon Year style red embroidered round neck long sleeved New Year's sweater". The overall design details of the clothes are integrated with Chinese elements. The back ten thousand needle embroidery is exquisite, beautiful, simple and grand. It matches the New Year's red scenery and is warm with velvet, fashionable and versatile, "full of lines"; The new "water repellent goose down clothing" adopts the Teflon three proof technology, which is comfortable to handle, lightweight and portable, and can be washed and taken care of. During the event, two new products were successfully sold out, highlighting the enthusiasm of consumers for the Spring Festival.

Cat Man, a 25 year professional technology underwear brand, played in the Year of the Dragon and launched a new gift box called "Cat Man New Year Red FUN", bringing new experience of thermal technology to consumers. The cat man FUN red gift box contains a five in one warm package of hot eight degree extremely cold German cashmere, selected Australian merino cashmere and natural mulberry silk, and combined with consumers' expectations of "turning the red luck" in the New Year, it has won the favor of a large number of users.

Chaopai DSP creates a New Year atmosphere and launches a new product of "Paper Bag Little Dinosaur Casual Pullover Sweater". The brand starts from the IP image of paper bag man, uses skin friendly soft waxy half velvet yarn, combines fashion elements with interesting applique patterns, basic pattern design, fashion and versatility, and becomes a hot item in the men's sweater category.

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Enrich play methods and boost brand power and business power

In order to help brand merchants achieve a global outbreak, the activity of "Shaking in the New Fashion · Super Obstacle in the Year of the Dragon" provides multiple play methods, links the content field and the shelf field, helps merchants quickly match the interested groups, speeds up the rapid explosion of goods, and helps merchants clinch deals.

· Super influential star, official promotion of new products in the Year of the Dragon

Diaoyin E-commerce cooperated with Pang Bo, a famous talk show talent, to release customized videos and print posters of the "Year of the Dragon" to create momentum for the event. During the event, Douyin E-commerce released the "Super Obstructive New Product Trend in the Year of the Dragon" to show the national fashion brand style, and attracted more people to plant grass precisely for products.

For example, the "New Year of the Dragon" of the Xiahu Family was highlighted in the channel "New Year of the Dragon, New Product Trend Release" and the main venue, and was first revealed in the short video of Pang Bo's talk show, making it onto the grass planting list of the "Collection of Fashion Elements in the Year of the Dragon"; The brand invited @ Big Head Hanna, @ Vlogger - Xia Jun, @ Yue Yue YUE and other talents to plant grass in scenes to show the highlights of the "New Year of the Dragon". Combined with a variety of play methods, this sweater has received nearly 2500 orders, and the GMV of the shelf accounts for nearly 30%.

· Super barrier clothing, creating hot content, and opening up the transformation link

"Shake in the New Fashion, Super Stuffed in the Year of the Dragon" activity launched two topics, namely, the clothing of the Year of the Dragon and the new products of the Year of the Dragon, which triggered discussion and concern among consumers. Stars and celebrities followed the hot spots, shared the new clothes for the Year of the Dragon, and showed the trend attitude of different categories of clothing brands, such as down jackets, overcoats, woolen knitwear, sweaters, thermal underwear, etc. Up to now, the total broadcast volume of relevant topics has exceeded 300 million.

Among them, DSP got through the whole link to plant grass, invited @ Zhen Xiaoying, @ Not Xiaoduan and other experts to show their new clothes in the Year of the Dragon, and shared the new product "DSP Paper Bag Little Dinosaur Casual Pullover Sweater" in a short video to create a full New Year atmosphere through high-quality content. During the event, along with the # support scene of the Year of the Dragon The topic was listed on the top 5 of the general list of hot topics of dithering, and the new DSP product covered more interested users. Through live broadcast and coupon overlay, the number of orders for this new product exceeded 1300, and the GMV of the shelf accounted for more than 37%.

At the same time, this activity launched the "Golden List of New Product Trends in the Year of the Dragon". Through the combination of talent short video diversion+product card marking and promotion+golden list channel page exposure and drainage, it recommended planting grass for key premium goods, and improved the efficiency of planting grass with limited image search to help clothing brand merchants find accurate customers, achieve efficient linkage between the content field and the shelf field, and help brand sales explode. For example, during the period of the event, the average daily GMV of jeans merchandise card of Lee Chaopai increased by 78% month on month.

· Heavy marketing and distribution to help brand product efficiency

During the event, the platform provides clothing merchants participating in the event with rights and interests such as star map talent distribution, talent distribution, marketing distribution, and 100% business support. Through planting grass by star map talents, the total exposure of ten million hot spot talents exceeded 24 million, the total interaction amount exceeded 1.64 million, and the display rate of small blue words was 100%.

During the event, @ Wendy, @ call me Miss Tian, @ Zhang Zhenze_ A number of experts such as the Cat Man Immersive Grass Planting Cat Man New Year Red FUN Red Gift Box provide consumers with the experience of the core highlights of the product, such as the same thickness, more warmth, 8 times elasticity, soft skin touch, and more fitting three-dimensional cutting. The total exposure of the videos of Cat Man's cooperators exceeded 10 million, and they were praised by more than 170000 people.

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ending

As the beginning of the Dragon Year created by the new trend IP, " Shake in the new trend ·The "Super Obstructive Year of the Dragon" has strengthened users' awareness of the new trend of clothing in the Year of the Dragon through multiple efforts in terms of scene content, trend guidance, star talent linkage, shelf resources, etc. It has linked multiple categories in the clothing industry to build a trend marketing scenario, thus cracking the marketing of new products in the Year of the Dragon, bringing double growth in brand reputation and sales for clothing brands.

In the future, relying on the "new trend of dithering" IP, dithering e-commerce will join hands with more brands to explore more fashionable and interesting marketing methods, lead consumption trends in different periods, and bring more business growth paths to brand businesses.