Fans In Summer T-Shirt Marketing Micro Innovation

After the summer of 2010, van customer's knowledge of T-shirt market is more profound.

In 2011, when other traditional brands were busy selling discounts for the rest of the winter, 1500 of the 120 designers were launched by all guests.

This year, no matter from product design, page presentation to promotional activities, and so on, minimally invasive new ubiquitous, coupled with good user interaction means, once launched, it detonated the summer.

Take advantage of network and take the lead in the market

As early as the end of March, the first batch of VT was officially launched, a few days earlier than expected in April 1st, in other traditions.

For ordinary clothing enterprises, it is unthinkable to achieve such figures in a single season. 1500 although it looks like a figure, when you imagine it is laid on the ground or hung on the wall, imagine how spectacular it will be, like a vast ocean.

How to solve these 1500 numbers of display and presentation is the first problem to be solved by VT this year.

The direct presentation of pictures and articles.

The biggest advantage of electronic commerce is that it has unlimited network space. The focus map of the page rotation is directly presented to the users by the most concise and direct way of the latest products and latest topics.

The columns that are directly related to sales, such as popular products and latest arrivals, are directly displayed on the page, so that users can click to buy them.

For some search and classification, this year, fan Ke pin pin has also done a very detailed division. Apart from the ten columns of the first page, under the focus map, it has been set up according to the style, according to the hot words, according to the trend, according to the color classification, users can search according to their own preferences and needs.

The front page also designed a "hot map" column for all popular patterns, which is convenient for users who want to see pictures only.

Static and dynamic three-dimensional presentation.

On the right side of the T's home page this year, a new dynamic rolling label is added. All of the rolls are hot words related to T-shirts, humor, love, playthings, ambition, collective nostalgia, fancy years, sprouting, good grief and laughing fruits.

Each tag is a description of a specific class of VT, and each tag is a popular word nowadays.

The following is the video produced by VT this year, specifically for the theme of "Van customer survey", which runs through all the professional themes, and is simple and interesting.

This is also after last year's canvas shoes and down jacket, all guests for hot push single product shooting another feature of the theme of the virus video.

Up to now, the number of visitors has exceeded 150 thousand.

Main open design team, multi theme fusion, trend culture.

T-shirt products are indispensable clothing categories every summer. Under the premise that the T-shirt itself is more difficult to design, individuality, fashion, fun, and tidal design are particularly important. The task of the 120 designers this year is to make these ordinary VT full of personality and fashion and become extraordinary. VANCL adds a little artistic and small refreshing in these fashions, so that the tide and cultural concepts are in harmony.

Among the concept themes that T has launched, it includes the theme of "the world of Kwai Po", "killer rabbit" and "everyone's career survey", which is full of childish original animation themes. The cultural theme of "literary and art books" and "City Series" also has the theme of "Spaceman" and "endure series".

In the trend classification of the concept theme, it includes almost all the key words such as "sweet and lovely", "street", "retro", "Europe and America", "cartoon", "Chinese style", "Japanese" and so on.

The classification of T-shirts is made from different angles.

"I see you from the cat's eye.

You are looking at me. Your eyes are lost and sad.

"I like to ride on a man's Ferris wheel and look at you on the ground.

At first, I left you, and then slowly returned to you. "

"Ready to go is not just a gesture, but I'm ready. What about you?" "wave your sleeves, do not take away a cloud, but stop a taxi."

"There are my first love, dreams, curse, treasure map and endless fleeting time."

These descriptions, which are sour or irrelevant or small and fresh, are regarded as design concepts under the product description, some from designer's hands, and more from VANCL's staff Xiao Li's wisdom and inspiration.

Each sentence is like a microflow. Everyone tries to convey the story in the abstract pattern to the user through a brief dozen words.

This year, fan Kecheng has worked with nearly 120 designers. Among them are well-known cartoonist Nie Jun, A Gui, Jian Yi, Zhang Xiao box, illustrator Ma Yu, Ma three, Gong Tianhua, designer Quark Zhao Yu, Christine Wu, artist chimney, Gao Gao, college student Huang Qian, Yang Hui, and also include photographers, art editors, teachers and many other professions and fields, and even foreign designers from Japan and other places.

The concept of VANCL is the fast fashion of the civilian population and the people's fashion.

On the platform of fan Ke Cheng, freedom, mutual help, sharing and boundless Internet spirit are the only leading factors. Whether famous designer or nameless grass roots designer, fame is not important. The work itself determines whether the user is willing to pay for it. This is also an incentive to grass roots designers to a certain extent.

At present, Huang Qian, a senior student of China Central Academy of Fine Arts, is a little surprised by his cooperation with fans. His works are seen by the VT responsible person on the American air network, so with the following cooperation, he has sold and appraises several T-shirts designed for everyone.

Nie Jun is a famous figure in the Chinese comic circle. Because of his famous works such as "hare Chivalry", "good morning, Loch Ness" and "tossing the knight", he appraises his cooperation with Fan Cheng pin pin as "a paragon of business and cultural integration". He concentrates and adjusts his favorite stories and hopes to pass it to everyone through T-shirts.

In order to make users more directly aware of the relationship between patterns and designers, the home page of VT has opened a special section of the designer, and all the designers' profiles and works are presented in the column page.

In the purchase page, the designers and profiles of the design are also specially added below the product graph.

Undoubtedly, designers are indispensable elements in the T-shirt campaign.

VT is also trying to organize and plan products and brands through the integration of designer resources, with a view to introducing VT as a cultural symbol and tradition in the future.

Innovating marketing mode to increase user interaction

The 1500 pattern is really imaginative and impacting, but how to make users feel more interested in buying a long T-shirt sales season and how to make browsing become sticky? This year, VT has been quite careful in marketing.

The latest arrival and arrival of goods will occupy two important positions on the front page of VT. VT's 1500 patterns this year are not all online. According to the different theme of the design, VANCL will continue to go up rhythmically according to the scheduled time.

Many beautiful patterns are placed in a prominent position, but they can be seen if they can't be bought if they are on the red label. Will you feel itchy? Will you look at it again in two days? Can you buy it back and look at others? You won't think, "anyway, if more than 29 buys one, it doesn't matter". Taking the "Van customer survey" series as an example, most of the patterns are "ready to arrive".

Every VT of VANCL is not unlimited supply. Hot money can easily be broken and sold out.

So every time you go to new models, you can always see many users placing orders immediately, avoiding breaking codes and shortages.

Not long ago, a white-collar Miss Zhao saw a VT. When the page was opened, the size was still complete. But after a few minutes, when she wanted to buy it, she refreshed the page and found that the size she wanted was gone. Miss Zhao was very upset that she didn't make the order, but at the same time, she did not drop the page. Instead, she continued to browse other styles as a substitute.

This fully shows that under the premise of many styles, part of the styles will not affect buyers' purchase behavior too much. They will quickly turn their attention to other styles, but the premise is that there are enough styles to choose from.

The perfection and innovation of social functions is also an important point for customers to catch users.

The socialization of e-commerce websites is nothing new. The social functions of users' comments and evaluation, scoring, user sharing, recommendation of SNS websites, invitation of friends and so on have been very mature. Most of the users purchase products will refer to the evaluation and opinions from other purchasers, and the evaluation of product quality and size can directly affect other users' purchase or not.

This page has been quite perfect: color, size, thickness, softness, weight and breathability, basically including all product attributes.

The recommendation of popular topics and popular products is helping users turn information search into information push. This is also an important way to simplify user shopping process, shorten shopping time and enhance user experience.

In addition, all customers have launched a series of promotions and interactions specifically for this year's VT, such as the mobile client's trying to win the cash prize, and the guest's official website launched "I call everyone T to play T". It contains a series of user activities, such as finding fault and robbing buildings. The game combines interest and reward together, increasing user stickiness and retaining many fans of fans.

In addition, Sina micro-blog's VANCL fans group has planned a series of activities for the 29 yuan price of VT, and has been enjoying interaction with netizens on micro-blog.