Casual Wear Brand YISHION: Traditional Industries Also Come To Play Trendy Marketing.

YISHION, a traditional clothing brand, has recently been charged with this wave. Instead of playing empty and old games, YISHION has been playing the latest game. YISHION's online fitting is a gift presented in this concept, stunning a marketing circle.

Since Social MEdia has sprung up in the country and quickly occupied the Internet, smart enterprises have been aiming at this undeveloped virgin market, and the Social media marketing is crowded with people, but the same stereotyped people are in the majority. Where is the fresh Social media marketing?

Traditional clothing brand

The latest trend of marketing concept:

Breadth and depth

YISHION this year put forward a new brand SLogan "fashion fast sharing", shooting a new TVC, in order to disseminate the brand idea, YISHION launched a heavy blow, using the Internet, television and other channels, the entire network coverage, the most extensive network, but it is by no means a dragonfly attempt, but is deeply linked to the Internet, large-scale integrated marketing, to appear in a new image.

YISHION's first pass points to micro-blog and other social media. The combination of tradition and numbers is not easy. It is not just the establishment of social media official account. It is successful to release several micro-blog every day. YISHION is not the first traditional clothing brand to enter social media. It is not difficult to enter, but it is difficult to integrate the brand and social media in depth.

YISHION's trick is micro-blog and MinISite.

Micro-blog heat Minisite, Minisite choose AR online fitting this new gimmick, users participate in online fitting on Minisite, fitting photos automatically implanted YISHION spokesperson Han Geng TVC, create TVC interaction with the brand.

It is unique to every experienced user, greatly stimulating the desire of users to share, and expanding the breadth of brand publicity through user's spontaneous word of mouth sharing.

Up to now, YISHION has more than 16 million hits in Sina promotion advertising.

On the day of TVC's debut in September 16th, YISHION opened live broadcast on Sina micro-blog and Renren, and the live broadcast was synchronized with the Internet. The number of live PV on the day was about 700000.

During the promotion of the whole event, YISHION boosted the social red man to cover 33549351 people. Among them, YISHION's viral video "highways" reached 1041442 hits in just a few days.

The dissemination effect of new media shows extraordinary charm.

The latest trend of marketing technology:

Has AR seen the fitting yet?

Earlier, we talked about AR online fitting technology. AR is almost like a spring breeze in the whole marketing field. It is actually an abbreviation of augmented reality technology. Before that, some foreign brands tried AR fitting, but all AR was a gimmick, just a way to attract customers in the physical store.

YISHION's AR online fitting is the first taste of domestic enterprises. It is not a gimmick, but an indispensable fulcrum for YISHION's "fashion sharing".

YISHION's use of AR can be quite ingeniously combined with the characteristics of the garment industry.

It first chooses the "fitting" as the breakthrough point, and points out the embarrassment that netizens often can't buy when they buy online. It combines AR with fitting clothes to form AR online fitting technology.

The next step is to combine AR online fitting with TVC, make use of TVC and AR fitting interactive articles, and reserve a few seconds of pictures in TVC, and users can only automatically participate in AR by fitting into AR to produce photos or videos, and become a unique TVC hero and heroine. This technology is quite new for domestic users, especially for promoting Han Geng's fans to participate in activities.

AR online fitting has created a new mode of user interaction with users, and brought AR into marketing, which can be described as very fresh in the marketing means of local enterprises, and the same shop with QR code in the subway running supermarkets is a bold experience of local enterprises in marketing mode.

The latest trend of marketing efficiency:

Channel synchronization, immediate effect

In order to cooperate with this integrated marketing operation, YISHION invested heavily in building 21 AR brand fitting shops in 14 cities nationwide to integrate online marketing and offline store marketing.

It can be said that the biggest highlight of YISHION's marketing is "fast fashion sharing" activities, which directly promote product sales.

On the one hand, YISHION carries out the whole network publicity on line. On the other hand, YISHION spreads the AR fitting technology in the entity channel, publicize this new interactive mode in a wide range of stores, attracting the curious customers by the attraction of new technology.

It is not enough to attract customers' experience. What is more important is attracting customers directly to purchase behavior.

In this regard, YISHION took advantage of the star utility and the fans economy.

Users need to buy YISHION products to get a special AR code to participate in online fitting. The biggest difference between fitting out the common AR code and the network is that only the special AR code can produce the fitting video, and then the video is implanted in the TVC that Han Geng photographed, while ordinary AR code can only generate photos and re implant.

In order to play the most important role in the fans economy, fans who participate in the special AR code fitting will also receive the star signature T-shirt and other rich prizes.

This greatly stimulated the buying behavior of fans, directed the sale of new technology directly to achieve economic benefits.

According to statistics, according to the preliminary statistics, during the half month's activities, tens of thousands of fashion sharing costumes with AR code were sold, that at least directly promoted the sale of ten thousand YISHION products, with an average price of 80 yuan per piece, which was 820080 yuan sales.

This figure does not include customers' consumption of AR code for 12% off two times of consumption data.

YISHION's choice of channel as an important marketing promotion link is undoubtedly a very sensible move, and its sales performance in September is enough to prove this point.

When other enterprises regard social media as a way to enhance their brand influence and expand their popularity, YISHION has updated the tide to think that directly using social media to promote the sales of physical stores has occupied the market's first opportunity.

As a traditional clothing brand, YISHION did not follow the old fashioned way and stick to the traditional mode. Instead, it took the initiative to absorb fresh information. After making full preparations, it took the beautiful posture to attend the stage of the new wave marketing, integrated resources, launched a comprehensive attack, and made a new interpretation of the integrated marketing and marketing. It was a perfect interpretation of a traditional industry and new media marketing "if you are the one".