Electricity Suppliers Join Hands To Create A New Star Marketing Mode

Last year, the spread of variety shows, such as "China on the tip of the tongue" and "where to go to Daddy", stimulated the crazy trend of Internet access. Have you ever thought that you can buy something you like when you watch a TV program? Recently, a new show called "the goddess's new clothes" set off this wave. The goddess's new clothes is not only a file. Star Interactive programs, the key is the program introduced four Tmall sellers (all clothing brands) photographed goddess personally designed clothing (24 hours of clothing), at the same time in the Tmall online shop on the same line (pre-sale), that is, to buy. It is reported that since the program has been broadcast, the sellers' online stores have increased by more than 10 times than their daily collections. Is the new dress of Goddess popular? Is it accidental or inevitable?

　 Look at the star interactive program and buy clothes next.

"Goddess's new clothes" with "TV +" Online retailers "The goddess" has become a hot spot for audiences to compete and discuss. According to Taobao's data, the third phase of the programme has reached 165706 of its search index, ranking first in the clothing search index. 13.7% In particular, the "Eve Li" new woolen coat, which is the same as "goddess" NANA, was synchronized pre sale at Tmall shop when it was broadcast, and more than 1000 transactions were made in 10 days. Searching for the key words of "goddess's new clothes" on Sina micro-blog, we can search millions of items. The program also ranks among the top three in the film and TV search list.

Netizens "XJ blibgbling" joked: "every time I feel that I have seen the new clothes of goddess, I feel that I have no clothes to wear." Netizen "Pan flesh meat - PYY" said: "it is all kinds of inner grass, did not hold back, bought the fourth phase of the goddess Nana clothes, it is very suitable for young people." More netizens suggest that it is better to buy a tailoring machine to go home and let the wife watch TV while learning to do the new clothes of the goddess.

　 "F2O" is released to enhance customer online shopping experience.

Online shopping has gradually changed people's consumption habits. But the business of generating electricity is not a universal advantage. For example, a weak sense of experience is a major flaw in online shopping. Compared with O2O, the industry created the effect of "goddess's new clothes" called "F2O" (focus to online), that is, the "focus event + e-business" mode. "The mechanism of this mode is the spread and dissemination of hot events through the television media, and the rapid sale of corresponding products on the electronic commerce platform to meet the new needs of instant surge, and form a real-time interaction between TV and e-commerce." China Electronic Commerce Research Center Mo Daiqing said.

Miss Chen, who lives in Feng Qi Road, Hangzhou, is a fashion designer. She is also attracted by the program of "goddess's new clothes". "Actually, I think this show is a kind of" WYSIWYG "lifestyle. The process of watching television and the process of consuming online goods have achieved mutual integration and penetration, making online shopping more smooth. It seems to me that the purchase experience reached by watching TV online shopping is almost the same as shopping.

　　 In the short term, it can drive online product sales, but it may not achieve long term effect.

"Goddess's new clothes" also quickly launched the same name fashion dress APP, also led to the development of mobile business, viewers can check and place orders on the phone. A program has leveraged business opportunities in many areas such as video, clothing, jewelry, cosmetics, mobile phones, electricity providers, and so on. Mo Dai Qing said. According to a group of data, according to the "Eve Li" brand, after the program was broadcast, its flagship store visitor UV grew by 100% compared with before, and the turnover increased by 50%. Among them, the wireless terminal (mobile phone, iPad and other equipment access) accounted for 75% of the UV, and the transaction accounted for 47%.

"The costumes on the program can be seen on the top of the Tmall while they are sold." for merchants, before the sale of the products, they received huge exposure through the program, which stimulated sales. Secondly, the use of star effect to stimulate the fans economy, contribute to word of mouth communication, to enhance the brand role. Wu Shiqi, a professor of marketing at Zhejiang University of Finance and economics, said, "when it comes to drawbacks, for the buyers, the styles of clothing presented in the program are varied because of the different themes of each period, which may lead to inconsistent positioning of clothing and the brand, blurring the positioning, individuality and image of the brand, resulting in a negative effect."

"This is a marketing method, not new, but it is effective. For example, the earlier" Hi Tao "is the promotion of online products through variety shows. But it turned out that the TV program gave the "Hello net" more punctuate traffic growth, and did not form a sustainable mode of success. The chairman of Beijing aRNA apparel Co., Ltd. told reporters that "its advantage is to drive the sale of online products in the short term, but it can not achieve long-term results. It needs to promote multi-channel marketing while opening the online window, and look at the problem from the perspective of a target consumer, study her needs and purchase psychology, and achieve a sustainable repeat purchase."

"This innovative Marketing The mode is easy to be copied by following the trend. In the end, we should pay attention to the quality of the brand and the quality of the product itself. Apart from the market positioning and market demand of the product itself and products, marketing can only be a flash in the pan. Guo Wei, general manager of Hangzhou Nu Shang Industrial Co., Ltd.