The Internet Media Is "&Nbsp"; How To Deal With The Clothing Brand?

Gateway website Advertising prices rose 50%, search engine keyword auction price increase of 40%. Navigation website The price rises 30% per quarter. How should the brand respond to the "rising" voice of the Internet media?

In 2011, Electronic Commerce More and more traditional brands are starting to get involved in online shopping, but they also find that the cost of network promotion is rising rapidly, and the conversion rate is getting lower and lower. How to achieve more effective promotion? A recent case from the original women's clothing brand in Taiwan may bring us more enlightenment.

OtterRepublic, also known as OR, is an original brand from Taiwan's famous textile group Guan Xing, and entered the mainland market at the end of 2010. In the spring and summer of 2011, the OR brand introduced the FlyCool cool yarn with high technology content and integrated the R & D strength of Taipei and Shanghai, and designed and developed a series of FlyColl products including short sleeved T-shirts, vests and suspenders. After a small trial sale, the products obtained a very high price. However, OR was puzzled by how to carry out a wider range of promotion, because although the OR brand has a high reputation and influence in Taiwan fashion industry, it is still a new brand for female consumers in the mainland. On the other hand, the production of FlyCool fiber is limited and the cost is high.

After careful analysis, the OR brand found that the quality of OR products is excellent. The short sleeved T-shirt made of FlyColl fiber is very comfortable, cool and breathable. If we can let a small number of consumers experience this high-tech product first, and then spread through their word of mouth, they will be able to obtain very good promotion effect. So, OR decided to cooperate with the group buying website, directly giving profits to the consumers, and promoting the new products through group buying.

At the beginning of April, the OR brand joined hands with one of the largest group buying websites in China, and launched a group buying activity for FlyCool cool yarn products. Although group buying activities lasted only 3 days, the response was very enthusiastic. Over 50% of the customers bought second pieces of orders immediately after receiving the first T-shirt, and bought more than 3 customers, more than 30%. More importantly, through this activity, OR brand has accumulated relatively high popularity on the Internet in a short time.