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Hand In Hand &Nbsp; H&M "Create" Crazy Show

2010/12/9 13:17:00 56

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Monday is

Little white collar

The most painful day is to work nervously, and to rest for five days.

However, H&M did not seem to think too much about Xiao Bai collar. On the night of November 22nd (Monday), H&M announced that the new round of design will be hand in hand.

Famous brand

Lanvin (Lang Fan) began selling some new fashions around the world at 8 o'clock in November 23, 2010.

The news of the restricted sale was broadcast in the form of video clips on the H&M website in November 2nd. In just three weeks, netizens competed with the help of video, micro-blog, social networking sites and other means.

On the 22 day, Beijing, Shanghai, Guangzhou, Hongkong, Tokyo and New York...

There are long queues waiting for the 23 8:00 rush.

"The world is too crazy, men grab iPhone4, women grab H&M", on the 23 day, someone left such a signature on the Internet.

Is the world really crazy? Shops in all kinds of fashion are enough to make people pick holes in their eyes. H&M is it possible for people to rush to fashion with a video clip? For most enterprises, the question may be more concerned: How did this craziness rush out?

Crazy premise: Classic limit and low price

This scene

H&M

It's not the first time to make mad.

Since 2004, H&M has launched a fashion design jointly with top gurus every year.

In 2008, H&M joined hands with Wakubo Rei's Polo dot and asymmetric tailoring series, which led to chaos and panic in Tokyo shop.

This year, with the power of new media, H&M has pushed the "mad rush" to the extreme in the world.

On the day of November 22nd, almost all fashion people were using the new media to spread the Lanvin for H&M. It seemed that they did not know this and would be despised by their side as "Altman".

In the evening of November 22nd, a new round of cold air hit the capital, accompanied by the three or four north wind, which was very cold, but this did not stop the worship of H&M as early as Lili.

After a night's waiting, early Li Li finally grabbed the booty on the 23 day.

"Everyone is allowed to shop for 15 minutes. There is basically no time to test. If you do not see it, you will lose it immediately."

Early Li Li told reporters.

Just after 9 a.m., netizens exposed the panic buying experience.

Beyond fashion and price, the rush to buy news is more like a nightclub game.

Today, with abundant material resources, this queuing rush buying scheme can be eaten all over the world. Liu Xiping, general manager of China publicity and public relations consultant in Huambo, believes that products must have sufficient influence in the market at first.

"Lanvin, as a high-end French fashion brand, has little influence in China, and even a lot of H&M consumers do not know Lanvin, but such crossover makes some consumers buy relatively high-end products at very economical prices.

For Lanvin, most of these high-end products are not known and can't be bought, but this time, H&M has done a good word of mouth publicity to help consumers enhance brand preference.

In addition, the scarcity of products caused by the limitation, plus the unique design and peaceful civilian route of the designer, can make the snap up.

Chu Lili told reporters that before the opening of the store in Xidan, staff distributed a number of wristbands for fans lined up.

"I was probably in the fourth or five batch of shopping. After entering, the glasses, accessories and T-shirts were almost gone. It was like a live version of the spike, and it could not be snatched if it was slow."

Chu Lili said that the price of an evening dress is 1490 yuan, and the shoes are 999 yuan, which is still a little extravagant for her wage earners with a monthly salary of five thousand or six thousand, but "at that moment, you are not allowed to think about them. When you go in, things are not like money.

Come back to see if the size is right and whether the style suits itself.

At worst, hang on Taobao and sell the limited edition.

Li Zhiqi, chairman of Beijing's future marketing consultancy group, also said that many brands like H&M invite famous designers to design cross-border products every year, which is their traditional dish. "The excitement of this dish is limited."

For consumers, of course, they do not want to wear out all night clothes to wear a "school uniform" feeling, only limited will capture the hearts of the tide.

The core of madness: spreading virus by "showing off"

Li Zhiqi revealed the whole story of H&M delivering this message on his blog: H&M first released a video named "2010 co designer" on Facebook, which deliberately concealed the face and distorted the voice.

Within a few days, the short video made a great stir in the fashion industry. Less than a day later, the latest news about the H&M visiting designer swept the world's fashion blog headlines again, and the bloggers boldly speculated that this is Alber Elbaz, the artistic director of Lanvin.

In November 2nd, the product show and several designers were interviewed on the website of H&M, and H&M carefully added two buttons, "E" and envelope, next to the key of the video program. The viewers could easily send the message to the social networking site, micro-blog or friends' mailbox by e-mail or HTML code.

For a while, YouTube, Youku, cool 6, Twritter, micro-blog, Kaixin, Facebook...

In almost all popular Internet communities, netizens can spontaneously disseminate this message.

The next time is when netizens give full play to their imagination, they discuss various styles of clothing, suitable occasions, and how to match them, but more about how to kill the product.

This round, let us see the power of new media.

Liu Xiping believes that not all "snapping up" can be successful with the help of new media.

"The key is to look at the audience of the final product. Many of the H&M's target customers are young people, such as micro-blog and video websites, which have become part of their lives. This kind of communication is very effective."

Previously, Lane Crawford (LAC) limited the sale of T-shirts designed by famous European designers, only 200 yuan per piece, through a fashion magazine channel.

"The target customers caught by H&M are those young people who have the impulse and enthusiasm of young people, often without considering the practical significance, which makes buying panic a reality."

Liu Xiping said.

Hong Lei, a senior customer manager of Paine international public relations, summed up the mentality of young people buying H&M as a "show" mentality. "For those young people queuing up, the most sense of achievement for them is always showing off to others. I dress up for a night team. How tight I am for fashion products, how much I love H&M brand..."

H&M has achieved great success in marketing this time, but experts have said that this is not a "killer trick". Once in a while, both the other side of cross-border cooperation and H&M can greatly enhance their influence and brand reputation.

Hong Lei said.

Chu Lili told reporters that after a row of teams, he was quick to kill, but he was physically and mentally exhausted from the store, but he still had a sense of achievement.

"Shopping needs pleasure."

Hong Lei believes that many young consumers have the same mentality as early Li Li, who is enjoying the shopping experience. With this toss, they have enough resources to show off to others and win eyeballs in social media.

"In this era of material abundance, consumers often do not know how to choose, but many people think that it is not wrong to choose what others choose."

Hong Lei said.

Crazy details: consumer care is important.

Howling north wind, cold weather, crazy consumers wait here for a night to buy these new products, which is hard for consumers to love H&M.

H&M also made a corresponding plan for this. When the queue had just been lined up, there were special staff who gave free water and bread to loyal fans.

On the 23 day before 8:00, the staff had already completed the work of issuing wristbands to consumers.

According to netizens, in Hongkong, H&M distributed 16 kinds of colored wristbands, each wrist band was 20, and at the door clearly wrote the time of each color wristband holder rush to buy. After the number was given, consumers could dissolve, and within the specified time, they entered the shop with the wrist strap "seconds kill", which meant that the top 320 consumers were most likely to grab things, while the latter consumers could only sweep away those remaining products with luck.

In the past, some enterprises, when consumers were queuing up to shop but lost their spirits, would give some small gifts to comfort the injured heart, but Hong Lei thought that comfort should be placed before the event. "Otherwise, the meaning and fun of the mad robbing will be lost, and consumers will know that they can't get them and have souvenirs. The mentality will change a lot, and even there are people queuing for small gifts."

But if the comfort work is placed in advance, when a long queue is seen at the door, the staff can estimate the number of queues based on the quantity of products and the purchasing power of consumers, and tell those who are in the back, you may not buy the product, or return it, the effect is different.

"Mad rob" is a kind of act of taking advantage of the sword and rewards the customers who are loyal to the brand and queues up ahead of them, which is good for the comfort of loyal customers.

And many people meeting is very easy to cause confusion, security and other emergencies. Organizers of activities should try to avoid this kind of incident, and fulfill the obligation of early warning.

Hong Lei said.

In addition, as most consumers get information from the power of new media, consumers who are in line with "Crazy" are easy to vent their bad emotions and comments on the Internet, and the power of the negative diffusion is very terrible. "So the whole process of consumer sentiment must be taken as an important job, and consumers feel that customers think me and pay attention to me at the time."

Zhou Libing, general manager of Beijing silver base one bank Cultural Investment Co., Ltd. said.