Signing Li Zhongshuo To Reveal Semir's "Fan Economics"

Look at the strategic escalation from the eyeball effect to the fans economy

From apple to Tesla, to millet and KFC, more and more successful enterprises realize the importance of brand fans to brands. Whether fanatical "apple" or "fan" of millet, the influence of brand fans is bigger and bigger. From the eyeball effect of simple competition stars to the fans economy that is now cultivating brand influence and loyalty, it reflects a significant leap in the psychological perception of consumers.

stay clothing In the industry, the operation of inviting spokesmen is very common. It is still a common way to invite the hot idols to shoot advertisements for the brand and attract fans to pay attention to the brand and buy products with their brand clothing advertisements. The industry has always said that fans can get the world. However, the transformation of "idol fans" to "brand fans" is rare.

Semir apparel (Stock Code: 002563), as a typical example of the domestic garment industry, has signed the two spokesmen of Lee Min Ho and Kim Su Hyon. Professor Du "The great influence of the two male gods has aroused concern frenzy. Recently, Li Zhongshuo, as a brand spokesperson, signed up to build a "male spirit base", which reflects the upgrading of domestic service companies in endorser strategy, and is not satisfied with the eyeball effect of popular stars, but has raised the "fan economy" mode to the brand strategy level of sustainable development.

Idol's fashion influence

　　 Star effect In many areas, it plays an important role in promoting consumption. The cooperation between brands and stars is, in the final analysis, a huge group of fans behind celebrities, giving full play to the advertising effects of stars and their influence on fans. Nowadays, the purchasing power of fans is amazing, which has been successful in many industries. From Korean fried chicken to millet mobile phone, we can see that it is more obvious in the fashion field. "Fans economy" is a direct driving force for the marriage between fashion circles and entertainment circles.

Some time ago, "you from the stars" swept the country. The clothing and accessories of the male and female protagonists were all sought after by fans. The white thickened woolen coat of the thousand Song Yi's monthly sales volume amounted to 3699 pieces. Even the hero, min Jun, read the book "Edward's wonderful journey" before going to bed. He sold 3867 pieces in a shop in a month. The Belgian leather goods brand Delvaux, which was very few in the country before, appeared in Gianna Jun's hands and became the hottest season in the night. For the perceptual fans group, they are loyal to idols, and idols are easy to become their own way of life, no matter in the movie and TV play or in the real life.

With the craze of "inheritors" and "you from the stars", the "long legged Obama" Lee Min Ho and "Du professor" Kim Su Hyon become fans of the male gods in their minds. Their attention and influence are not two. Semir has signed with them to build a "national male god base", linking the "entertainment effect" with "fans economy", which seems to be the eye of the money maker, but in fact it is a careful business consideration. With the help of male spirit, in 2013, Semir took the lead in recovering from the downturn of the industry. The joint endorsement of Kim Su Hyon and Lee Min Ho increased the total order volume by 10% over the same period last year, and the net profit increased by about 20% in 13 years and 12 years.

The role of stars is not only to stimulate consumption alone, but also to enhance brand awareness and quality. Li Zhongshuo, who has super high popularity, top model background and excellent wear and wear grade, joins the former mature male Lee Min Ho and the people's considerate Kim Su Hyon to push up the "perfect man God" whirlwind which has been heated up. The interaction between idol image and representative brand participation has made many young people who are keen on entertainment and hot trend become brand fans, and further consolidate the "fans economy" effect.

Win the fans economy "Semir mode"

　　 Semir The successful way is not only to be good at capturing the current entertainment hot spots, but also what kind of strategic layout has made the leader of the domestic garment industry remain invincible in the fierce competition in the fans market?

Everyone knows the reason why fans get the market. The popularity of stars is obvious to all, but how to play this card is the key. With an in-depth understanding of the domestic fans culture, Semir has become the best example of the practice of the "fans economy" mode in the domestic apparel industry, creating the Semir model of the fans economy.

First of all, the insight into domestic fans culture is deep enough, and the response should be fast enough and efficient.

A good business brand usually has a deep insight into the preferences of the target customers. "Gaining the heart is the top". Semir's deep understanding and quick response to its fans culture is the first step of its fans' economic strategy. When Lee Min Ho and Kim Su Hyon became "national men gods", they had many brands to cooperate with them. But when many companies were discussing internal cooperation intentions and assessing whether the high cost of cooperation could bring enough business returns, Semir had already completed the first time to sign the contract and win the opportunity. And when other companies are following suit, Semir has looked forward to the next "man God" and signed Li Zhongshuo to complete the "national male god base".

Signing Li Zhongshuo is not only because he is a rare male in recent years in the Korean film and television industry, but also more importantly, he has been recognized and sought after by others, especially the unique style of "a white shirt can wear a pattern", which has caused great follow ups. Moreover, his style of sunshine, fashion and vitality is unique with the unique style of clothing. It is exactly the image that Semir wants to spread to audiences. And Semir successfully took the first endorsement of Li Zhongshuo in China, so that millions of fans regarded it as the first stop of Li Zhongshuo's entry into China, which greatly enhanced the fans' interest in the brand. Fast response ability and sensitive grasp of the trend, once again let Semir win the opportunity. In the Li Zhongshuo post bar with five million fans, Semir has become the first hot news topic for Li Zhongshuo to endorse in China's first brand. Fans have posted a message that Semir has successfully introduced Li Zhongshuo's expectations, and more fans are directly saying: "the money is ready, just waiting for the product to go to the market."

Secondly, the innovation marketing takes the stage to sing the opera, lets the star, the brand form the cohesive force with the vermicelli.

High price signing idol stars do not mean winning, many brands do not take the cost of the most popular Korean star, rich artists lost their own. Signing stars to attract fans' attention is only a prerequisite for success in the fans' economy. What's more important is to drain fans' favor and identity to the brand and products. After signing Lee Min Ho, Semir took the Your Moment My Moment micro film as its leading actor and launched the marketing mode of "micro film + micro-blog interaction", which invested only 100 thousand yuan in media dissemination, and 153 thousand hits in 2 weeks, 70 times the official TVC. Through the combination of products and microfilms, the brand is popularized by Ji Xinpin. It has successfully transformed fans' love for idols to the products, making the topic of the product more attention and discussion, 50 times higher than in the past. The limited TEE was sold out in a day, and online shopping was sold out in 3 minutes, which successfully generated the popularity of Taobao Tmall store. This is the first step to create a microfilm marketing campaign in the clothing industry and create a "Semir model" for fans.

Tamping products and terminal foundation is the key to realize the turn of "pink star" to "powder brand".

The "fans economy" business model can really attract many fans' attention and open up the market quickly. However, whether the brand can survive for a long time and survive better and better, relying solely on the star effect is not enough, and the brand must constantly enrich and optimize its own product structure, terminal layout and other "hardware". The key to "Semir mode" is to let more and more young consumers pursuing fashion trends join the brand supporters team after the idol's appeal. They can shift from pink stars to powder products and powder brands.

For this reason, since 2012, Semir has been upgrading its product and terminal shopping experience with the transformation of its brand positioning, and integrated supply chain, starting from the source to create high-quality and cost-effective products. In addition, combined with the lifestyle and habits of young people, Semir constantly enriches the product style and expands the differentiation of the original six major product lines, so that young people can easily cope with different occasions, wear out themselves, wear out styles, and enjoy the joy of life better. The new GSON upgrade has brought Semir fans a new choice with high time and high cost performance. Meanwhile, since the beginning of 2012, Semir has completed the terminal fashion transformation of 16 key business circles, creating a one-stop shopping experience, using star activities to carry out the brand communication of key business circles and the spread of flagship store opening, so as to enhance the brand image and competitiveness of key areas. In recent years, a new attempt to sell on the Internet has further enhanced Semir's links with fans and expanded consumer groups.

Through in-depth understanding of the market and rapid decision-making into the consumer, innovative marketing methods to aggregate consumers, with continuous upgrading of quality products and purchase experience to make consumers become brand fans. The trilogy cooperation has made Semir's "fan economics" gradually become the weathervane of the domestic apparel industry practice fans economic mode. After signing Li Zhongshuo, Semir completed the creation of the "male spirit base", and how to win the next step to form a fan size effect, let people wait and see. Are the fans ready to be summoned?