Brand Of Casual Wear Is Pure: Traditional Industries Also Come To Play Trendy Marketing

The traditional clothing brand Yichun has also recently made a breakthrough in this wave, playing with the latest instead of the old and fake. The online fitting of Yichun AR is a gift presented in this concept, which has amazed the marketing circle.

Since Social Media emerged as a new force in China and quickly occupied the Internet, smart enterprises have targeted this untapped marketing virgin land. People can't catch sight of the crowded social media marketing, but most of them are stereotyped. Where can we find new social media marketing? Apart from gimmicks, where can we find the marketing of titanium alloy that blinds netizens with practical and creative technology?

Traditional clothing brands Pure Recently, we have also made a breakthrough in this wave, playing with the latest instead of the fake and old ones. Pure AR online fitting is a gift presented in this concept, which has amazed the marketing circle.

The latest trend of marketing concept:

To be broad, but also deep

In order to spread the brand concept, Yichun proposed the new brand SLogan "Fashion Fast Sharing" this year and filmed the new TVC. In order to spread the brand concept, it launched a pure and heavy attack, using various channels such as the Internet and TV to cover the whole network and spread the most extensive network. But it is not just an attempt to scratch the surface, but a deep marriage with the Internet, large-scale integrated marketing, and a new image New media marketing 。

The first level of pure refers to social media such as microblog. The combination of tradition and digital is not easy. It is not just the opening of an official social media account to publish several microblogs every day that counts as success. Pure is not the first traditional clothing brand to enter social media. It is not difficult to enter. The difficulty is to deeply integrate the brand and social media. The trick of pure sacrifice is the combination of microblog and MiniSite. Weibo heats up Minisite. Minisite chooses AR online fitting as a new gimmick. Users participate in online fitting on Minisite, and the fitting photos are automatically embedded in TVC taken by Han Geng, a pure spokesperson, to generate TVC for interaction with the brand. It is unique for every experience user, which greatly stimulates the user's desire to share. Through the spontaneous word-of-mouth sharing of users, it expands the breadth of brand publicity. Up to now, the number of clicks of Yichun's promotion ads in Sina has exceeded 16 million. On September 16, the day of TVC's debut, we launched a micro live broadcast on Sina Weibo and Renren, which connected the live broadcast with the network simultaneously. The PV volume of the micro live broadcast page on that day reached more than 700000 person times. During the whole promotion period of the activity, Pure borrowed social celebrities to boost the promotion, and the coverage reached 33549351 people, of which the viral video Road, produced by Pure, had 1041442 hits in Youku in just a few days. The communication effect of new media shows extraordinary charm.

Latest trends in marketing technology:

Have you seen AR fitting?

We have talked about AR online fitting technology repeatedly in the previous article. In the whole marketing field, AR is almost "suddenly like spring breeze", which is actually the abbreviation of "augmented reality technology". Previously, some foreign brands tried AR fitting, but all of them used AR as a gimmick, just a means to attract customers in physical stores. The AR online fitting launched by Yichun this time can be said to be the first taste of domestic local enterprises. It is not a gimmick, but an important fulcrum and indispensable part of the whole "fashion fast sharing" of Yichun this time.

The use of AR by Yichun this time can be said to be quite ingenious in combining the characteristics of the clothing industry, one link at a time. It first chose "fitting" as a breakthrough point, which identified the embarrassment that Internet users often have to buy but not try when shopping online. It combined AR and fitting to form AR online fitting technology. The next link is to combine AR online fitting with TVC, and use the interaction between TVC and AR fitting to make a great article, reserving a few seconds of pictures in TVC, and users can automatically implant photos or videos into TVC just by participating in AR fitting, becoming unique TVC heroes and heroines. This technology is quite new for domestic users, It is especially attractive for Han Geng's fans to participate in activities.

AR online fitting has created a new human-computer dialogue mode between products and users, and has brought AR into marketing. This is very new in the marketing means of local enterprises. It is the same as No. 1 Store opening a supermarket in the subway with QR code, which is a bold experience of local enterprises in marketing mode.

Latest trend of marketing benefits:

Channel synchronization and immediate effect

In order to cooperate with this integrated marketing action, Yichun invested heavily in building AR fitting equipment in 21 brand physical stores in 14 cities across the country, integrating online marketing with offline physical store channel marketing. It can be said that the biggest highlight of Yichun's marketing is that the "Fast Fashion Sharing" activity directly promoted the sales of products.

On the one hand, the whole network is publicized online; on the other hand, the AR fitting technology is spread in the physical channel, and this new interaction mode is widely publicized in the physical stores, so as to attract curious customers by using the attraction of the new technology. It is not enough just to attract customers' experience. What is more important is to attract customers to directly generate purchase behavior. In this regard, Yichun has taken advantage of the star utility and fan economy. Users need to purchase pure products to get special AR codes to participate in online fitting. The biggest difference from ordinary network AR codes is that only special AR codes can generate fitting videos, and then embed the videos into TVCs taken by Han Geng, while ordinary AR codes can only generate photos and then implant them. In order to maximize the fan economy, fans who participate in special AR code fitting will also receive rich prizes such as star signed T-shirts. This has greatly stimulated the purchase behavior of fans, direct the new technology to sales, and achieve economic benefits. According to the data, according to the preliminary statistics, during the half month event, tens of thousands of fashion sharing clothes with AR code were sold, which directly promoted the sales of at least 10000 pure products. The average price of 80 yuan per piece is 820080 yuan. This figure does not include the secondary consumption data of 88% discount that customers can enjoy after getting AR code to participate in fitting.

It is undoubtedly a very wise move to select channels as an important marketing and promotion link by pure choice, and its sales performance in September is enough to prove this. When other enterprises use social media as a way to enhance brand influence and expand popularity, they think of directly using social media to promote the sales of physical stores with pure but updated fashion, and occupy the market opportunity.

As a traditional clothing brand, it takes the initiative to absorb new information instead of sticking to the traditional mode. After making full preparations, it will attend the stage of trendy marketing in a beautiful manner, integrate resources, attack in all directions, and penetrate the whole network to make a new interpretation of integrated marketing. It is full of sincerity, It can be said that the "If You Are the One" of traditional industry and new media marketing has been perfectly interpreted.