Lezi Shares Changed To "Goddess's New Clothes" First Taste Of "TV + Business" Mode

The goddess's new dress was launched in the first quarter of August this year. The daily economic news reporter noted that its special feature is that consumers are watching while the costumes on the program have been synchronized on the Internet. Consumers can watch their programs while buying their own clothes online.

　　 Clothing design It takes only one day to sell.

Times change life. "Goddess's new clothes" is not a TV shopping, nor an electricity supplier. Instead, it is more like a fusion body. "Flyover" is a reality show for a fashion designer in the United States. It has a famous model, a famous judge, and a group of fashion designers who are full of talent and dreams. Their clothes are no less than the famous brands displayed in the four fashion week. The goddess's new clothes is the first star crossover reality show in China, with six performing stars showing different costumes around a theme creativity. Consumers can understand the designer's design process and appreciate the effect of the star's personal fitting. The new clothes have been synchronized on the Internet.

The show is designed in 24 hours, and the professional buyers of the four major clothing companies compete on the spot. By way of pre recording and postponed play, the sale mode of instant sale is synchronized and quickly launched in Tmall. The group is the only four listed buyers of a clothing business.

A similar model reminds us of the "China on the tip of the tongue", when Tmall sniffed its business opportunities with a keen sense of smell. It is not hard to find that after the broadcast of Lei Shan fish sauce in April 21st, the crazy search was launched that night. Even Tmall opened a tongue through-train, earning enough traffic and sales. This F2O FocusToOnline mode made Tmall taste the sweetness. And the goddess of the new clothing business starting Tmall is also the leader.

It has to be said that this pattern has never been seen in China's garment industry. In terms of time alone, the traditional fashion industry usually takes at least 6~10 months from design, fashion exhibition, ordering, mass production and sales. The "goddess's new clothes" is in 24 hours, through the goddess and their designers close cooperation, design proofing, ready-made clothes debugging, completed T immediately after the show, the buyer after bidding quickly mass production, broadcast on the day in Tmall pre-sale. In a sense, the integration of TV and electric business took only a day to complete the process of designing, producing, promoting and selling a piece of clothing. It's a fast word. Once you watch TV, you can buy it online.

　　 Brand popularity has been promoted rapidly.

So, what benefits can this pattern bring to the enterprise? Mr. Li Wei, a representative of the securities company, said that the company's programs were for publicity, and that in the future, companies and producers would not be able to get on the program.

Since it is a marketing behavior, we must talk about the marketing cost. As we all know, the common name in TV marketing is naming, and the value logic of TV columns has always generated audiences by content, and the audience has created the consumer market, and the consumer market has given back to the famous businesses, both in "where daddy goes" or "good voice in China".

The "goddess's new clothes" program requires that every garment company participating in the auction will have to pay 5 million ~600 yuan entry fee and auction capital of 10 million yuan. When the auction funds are exhausted, the brand will leave the buying stage. Compared to the past 70 million or even 80 million of the naming fee, the total cost of the program is above 15 million yuan, which shows its marketing cost performance. As far as advertising efficiency is concerned, it is difficult to accurately measure the advertising benefits of such enterprises as Erie and JDB. The investment of clothing buyers in the program after the TV content broadcast, immediately in the electricity supplier sales to form a test, this mode is also an evaluation of the program publicity effect.

China Merchants Securities analysis report mentioned that "goddess's new clothes" "star + designer + instant broadcast" mode not only brings high cost performance marketing innovation to traditional brands, but also causes a series of new thinking that traditional brands begin to excavate the designer domain, supply chain potential development and O2O mode camp. To some extent, the development of traditional offline apparel industry has brought new collisions.

But on the whole, the new mode of selling at the moment has not yet brought benefits to the brand, and the overall sales scale is not large. However, the Taobao search index of four clothing brands has been promoted. Statistics can be made on sales data. As at 21:00 on October 5th, the total sales volume of Goddess series clothing on Tmall platform was 12 million 710 thousand yuan, while the total auction amount amounted to 43 million 360 thousand, of which, the cumulative sales in August 24th and August 31st exceeded the auction price. In terms of single auction, ASOBIO- Shang Wenjie, Eve Li, Eve, Zhang Xinyu, and Mo Xiaoqi have all accumulated more than the auction price.

and LAN Zi In the 7 phase of the program, the first 6 participating auction, the auction number of 10, the total auction of 5 million 760 thousand yuan. As of 21:00 on October 5th, Tmall's goddess series sold 1 million 800 thousand yuan, far from covering the cost. However, although only 2 sales of the 9 commodities exceeded the auction price, the popularity of the brand increased after the programme was launched, especially when the price of the brand was significantly higher than before.

After the broadcast, 95% of Tmall's customers were new customers, which became a new force to increase online traffic. In addition, with the rapid promotion of brand popularity, the third phase of the program started with a small number of "goddess" products online, and sold coupons through customer service after the sale of the products online.

　　 Conversion to sales demand time

At present, there is not much investment in the products of the lower goddess line, but the new attempt has led to the new understanding of O2O's operation. In the research report, industry analysts mentioned that after the broadcast of the goddess's new clothes, the designer group was also concerned by the traditional brands, and a communication bridge between designers and traditional brands was established. After the cooperation of traditional brands and well-known independent designers, with the help of first-hand data from online sales, we can better grasp the market trend and break through the homogenization framework of brand design. In order to match the program, the four factory rotation methods were used to complete the production period to 20 days. Judging from the effect of the 7 and 8 operations, it has been able to integrate its original technology and new mode to achieve "fast fashion" and the shift from pre-sale to spot.

Wang Xinmin, editor in chief of Huayi net, told reporters that in recent years, the clothing industry has been undergoing transformation, and many brands are making various attempts. "Goddess's new clothes" program is also a cross-border attempt to combine e-commerce with variety shows, in addition to branding brand awareness, it can also serve as a consumer group in front of the TV, and finally point to brand marketing. The response received is good, so similar attempts and ways may become a trend in the future.

and Online retailers Analysts Wang Liyang said that the goddess's new clothes model is not universality, and is only suitable for big brands to do marketing promotion. "For the vast market of clothing, most of them are not applicable, nor can they bring about enough transformation." Video business is only a new channel, but it is still too elementary, there are too many imperfections.

A long-time concern for the clothing industry analysts said that the practice of the group was mostly advertising. "I went to see the sales of Tmall, and the average sales of clothes were dozens of hundreds of pieces. The sales volume can not cover the cost of the auction, if the auction cost is totally true." The analyst said, "however, such a program will attract you into the shop. You may not have seen a single item in the goddess's new dress, but you may buy something else with a drainage function."