Integration And Winning: YISHION's "Fast Fashion" Campaign

As the leading brand of fashion fashion, YISHION occupies an important share in the domestic market and is in the Marketing The fields are constantly innovating. In recent years, the consumption of international fast fashion apparel brands has spread from China's first tier cities to two or three tier cities, bringing challenges to the domestic fashion apparel industry, and stimulating the industry's continuous innovation and ushering in new opportunities for development. In the fierce competition of the market, how can we grasp the development? trend Always lead Trend ?

Fast ten women endorsement YISHION

In 2011, in order to rebuild the brand image and keep close to the young consumers, YISHION launched a traditional industry's "fashion sharing" integrated marketing tackling key with the latest AR online fitting technology as the springboard, and found an excellent balance between the trend technology, psychological stimulation, interaction fun and benefit feedback.

Wang Qiru, the head of YISHION marketing, explained the significance of this round of integration and dissemination: "YISHION's goal is to become the leading fashion apparel brand in the world. At present, China's clothing market is in the golden period of rapid growth. Only by grasping this period and keeping a firm foothold in the Chinese market can we truly go global. At the same time, YISHION has 5 major products: leisure, urban fashion, campus, business and children's wear, but most consumers only know leisure series. Next, we need to let consumers know and love YISHION's fashion products.

Differentiation: Fashion fast sharing

YISHION's new brand slogan is defined as "SHAREIN fashion fast sharing". Compared with other brands in the domestic market, the emphasis on consumers' personality appeal is concerned. YISHION pays more attention to the fast fashion demand of the public, and branding this "fast fashion" undoubtedly goes out of a path of differentiation.

For YISHION, "SHAREIN fashion fast sharing" is not only the brand concept advocated by it, but also the fashion and fast as the advantage and key development direction of the brand industry mode.

According to Wang Qi, YISHION has been committed to leading the fashion culture and lifestyle of people who love fashion and love sharing through providing inexpensive and high-quality fashion clothes. The main consumer groups of YISHION are mainly "post-80" and "post-90s", especially in the workplace, industry workers and students. Such consumer groups like entertainment, shopping, social networking and sharing. Therefore, "SHAREIN fashion and quick sharing" can closely link YISHION with consumers. It reflects YISHION's concept of enterprise and resonates with consumers' emotional appeal. "Fast" reflects the current fast consumer concept: fast fashion and fast life.

"SHAREIN fashion and quick sharing" is not just a slogan. It is also the soul of YISHION's design, production and marketing. It turns fashion into action and integrates it with the brand's blood.

To this end, YISHION is trying to inject the idea of "SHAREIN fashion and quick sharing" into the industrial mode, constantly innovate, share the fashion trend, seek new ideas with speed, and survive by changing, thus achieving the deep integration of ideas and products. In this marketing communication, "SHAREIN fashion and fast sharing" is integrated into the communication mode and the rhythm of propagation. Whether the selected communication platform (such as micro-blog, Renren, etc.) are all focused on instant sharing platform, or live broadcast mode such as micro live broadcast, TVC, etc., are the spirit of "SHAREIN fashion and quick sharing" to carry out in the end. In the process of users experiencing products through AR fitting technology, YISHION's "SHAREIN fashion fast sharing" concept and products have also been perfectly integrated.

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The secret of interaction: AR+ stars

The highlight of this event is YISHION's unique choice of the new AR technology licensing. The so-called AR technology, Augmented Reality, is a technology for real-time computing the position and angle of camera images and adding corresponding images. The goal of the technology is to integrate virtual worlds into the real world and interact with them on screen, so as to achieve the sensory experience beyond reality, so this technology is also called virtual reality technology. AR online fitting has already been used by foreign brands, but it is limited to physical stores. YISHION is the first clothing brand to integrate AR technology into online and offline marketing in China.

"YISHION is mainly physical stores. AR technology can combine network virtualization and reality skillfully, bringing unprecedented shopping experience, so it is very suitable for YISHION's traditional clothing enterprises. Wang Qi introduced.

In order to cooperate with this integrated marketing operation, YISHION invested funds to build AR fitting equipment in 21 brand entity shops in 14 cities nationwide, and also built Minisite on line fitting, which combines online and offline, creating a new mode of human-machine conversation between products and users.

YISHION takes the "fitting" as the breakthrough point, and points out that netizens can only buy embarrassment when they buy online, and combine AR with fitting. Nevertheless, AR fitting is a very new technology, but it is not easy to popularize among the users. Therefore, YISHION adopted a very clever way to play the star card, attract fans to participate, and then use the power of fans to spread. For this reason, YISHION put forward the slogan of "Geng I take an advertisement together", hired spokesperson Han Geng to shoot the new season TVC, and reserved a few seconds in TVC, while fans only need to take part in AR fitting to produce photos or videos, which can be automatically implanted in TVC and become a unique TVC heroine. This deeply grasped the fans' desire to interact with Han Geng and attracted fans to participate in AR fitting.

During the week from 16 to September 25th September, more than 200 thousand Minisite visitors visited AR.

Integration winning: tradition + numbers

In the media, YISHION uses TV, Internet and other channels to cover the whole platform. Its choice of deep marriage, Internet and large-scale integrated marketing practices will open the industry.

The first is micro-blog. Besides preheating TVC in its official micro-blog account, YISHION has also greatly stimulated the desire of users to share AR online fitting technology. YISHION also provided the "one button sharing" function to all social media accounts, and expanded the brand publicity Internet layout through the spontaneous sharing of users.

On the day of TVC's debut in September 16th, YISHION opened live broadcast on Sina micro-blog and Renren, and synchronized live broadcast with the Internet, integrating real-time network and offline conferences, giving full play to the advantages of the Internet. On the day of the activity, the PV content of sina micro live page reached about 700000 people, and YISHION's fashion share was more than 50 thousand. During the promotion of the whole event, YISHION boosted the Sina micro-blog red man to cover nearly 33 million 500 thousand people. Up to now, YISHION has more than 16 million hits in Sina advertising, and is still growing. The effect of new media communication is amazing.

The interactive mode used by YISHION in this event is also very extensive. Apart from Minisite's AR fitting, direct live online dialogue with offline, AR shop fitting of solid store, LBS check-in, more than 140 thousand people participate in Renren YISHION's "fashion quick sharing" game. In Youku, YISHION's viral video "highways" hits more than 1 million 40 thousand hits in just a few days. All kinds of interaction modes are integrated and soon formed a public opinion wave of YISHION's "fashion fast sharing" activities on the Internet.

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Perfect answer: ROI promotion

This activity directly promotes product sales.

YISHION has launched AR fitting technology in 21 physical stores in 14 cities across the country. On the one hand, it has publicized the new interactive mode in a wide range of stores. On the other hand, users need to purchase special products to get a special AR code to participate in fitting. Ordinary AR code users can print experience directly on the Internet, but they can only photograph photos implanted in TVC. Only the special AR code can generate the fitting video into TVC. In order to play the biggest role in the fans economy, fans who participate in the special AR code fitting will also receive the award of the star signature T-shirt and other rich prizes. This directly promoted fans to buy products in order to get prizes or to create their own interaction with idols, and to promote sales so that YISHION could direct new technologies directly to sales. TVC

During the activity, YISHION's activity shops increased sales over the same period, such as the western section of Chunxi Road, Sichuan province. With the help of AR activities, the store sold 1500 fashion sharing items 6 days later, sent 1500 special AR codes, and the sales volume increased by one hundred thousand during the same period. Wang Qi introduced, according to the preliminary statistics of YISHION, during the half month's activities, tens of thousands of fashion sharing costumes with AR code were sold, that is to say, at least directly promoted the sales of 10 thousand YISHION products, the lowest price was 150 yuan / piece, and sales volume was at least 1 million 500 thousand. This figure does not include customers who enjoy 12% off of the two consumption data after fitting the AR code. YISHION has made such a brilliant achievement through this marketing and has proved its success.

As a traditional clothing brand, YISHION does not stick to the traditional mode, but actively takes in fresh information, attacks in all directions, penetrated the whole network, and made a brand new interpretation of integrated marketing, and the final answer is very beautiful.