The Four Step Is To Reverse The Success Of Han Du Yi House.

In recent years, the clothing industry is in a relatively low state, and Han dresses in this case can break through the tight encirclement and succeed. Let's show you Xiaobian, let's take the four steps to success.

In the first half of the year, Han Du Yi she opened up wireless operation. In less than two years, the Korean group has rapidly expanded to 30.

From constantly groping to maturing, "what users need and what we push" has become an important criterion for the content push of micro Amoy.

Han Du Yi house seldom motivates users through similar coupons.

Instead, we export high quality content with emotion, so that users can feel the connotations of brand and product in every brand contact.

In March 10, 2016, Han Du Yi house became the first flagship store with more than 10 million fans in the history of Tmall, which has nearly doubled to second.

Not only that, the figure is still increasing at a rate of over 10000 per day.

Today, fans are in a hot economy, and no one doubts the significance of fans for brands.

From selling goods to making brands, from making merchandise to fans, attracting fans of over ten million fans for four years to collect and pay attention to it.

Step1: one step ahead, developing wireless operation

All the time,

Willing to try new things.

In 2012, soon after the product was launched, Han Du Yi house took part in the first step and brought the operation of wireless terminal to the department assessment index.

Subsequently, about 3 million of the fans were directly merged into the Korean flagship store fans, and they became the seed fans of the flagship store.

In 2013, Han Du Yi house formally set up a wireless team of two people.

That year was the first year of the outbreak of wireless market. Taobao's cumulative access to users exceeded 300 million, and the amount of payment pactions increased by 600% over the same period.

In the face of the new traffic entry, most businesses do not pay too much attention to the wireless operation newspaper.

In less than two years, the wireless operation group of Korea's clothes shed quickly expanded to 30 people.

Now, the wireless group has split all platforms and brands to turn wireless.

Step2: push what users need.

"The interaction with users in the wireless era is very timely, and feedback from users is directly reflected in the micro message."

Mi Anjun, director of marketing planning at the marketing center, told the "Internet operators of the world" that Han Du Yi realized that there existed essential differences between wireless operation and PC operation, and the interaction between wireless terminals and users was almost zero.

The more immediate changes are the age changes. At present, the users of the wireless terminal 80% are 18 to 25 years old. They are not only interested in quality products, but also have a natural entertainment spirit and interactive interest.

Based on the needs and characteristics of wireless users, from the constant exploration to gradually mature, the operation of Han Du Yi she has already had a fixed mode and a push rhythm.

First, speed up the update.

Now the web page of the wireless terminal will be updated once a week, and two items will be pushed daily to ensure that the operation rhythm keeps up with the wireless changes.

Secondly, in terms of content, apart from regular information and promotional information, it is also an important part of micro Amoy to follow up unexpected hot topics. "What users need and what we push" has become an important standard for pushing content.

For example, when the heat of the sun comes to the top, the Korean team will quickly open up thematic content and push the topic and collocation information related to the TV series.

Step3: celebrity endorsement + brand activities to enhance brand influence

In 2014, Han Du Yi house signed tens of millions of huge sums of money to sign Gianna Jun, and successfully promoted the brand influence through the star effect.

"Celebrity endorsement has made a significant increase in the sales of the shops of Han Du Yi she, and also brought fans to the market. This is a mutual influence."

Mi Anjun said.

During this period, the micro Tao Group, through the activities of "big guess of the new endorser" of Han Du Yi house, took advantage of the marketing activities, combined with the theme of the platform's new theme, "bold love for new love", interacting with fans in SNS preheating countdown, jigsaw puzzle, Alipay red envelopes, and so on.

In addition, the brand marketing group of Han Du she has maintained more than 400 Korean star fans, bringing hundreds of millions of brand exposure to Han Douyi house.

Step4: content output, a caring fan operation.

Attracting new users and maintaining old customers is a problem that every online brand is thinking about, but Amy confessed that "we did not lead users to store our store."

In fact, in addition to such activities as double 11, Han Du Yi house rarely encourages users to collect stores through similar coupons.

Because the traffic and users obtained through discount are not high quality traffic and long term users.

"You do the best you want, the user can take heart." because of this, Han Du Yi house has always been very demanding on its brand activities.

In February 22nd, Han Du Yi house launched the "little lover & old lover" special plan with the theme of "Han Feng's ten years' guarding for ten years".

Using the video clip of heart searching copywriter and classic movie, the father and daughter of his daughter and father are fully informed of the brand activities.

All the marketing and brand activities of Han Du Yi house are inseparable from the output of the content.

The consumption and interaction of content is gradually becoming the lifestyle and habit of consumers. What they want is not simple and rude discount information, but valuable, emotional and tonal content.

Touch consumers need to meet their two needs of body and mind.

The needs of the body are external wear suggestions and promotional information, and the needs of the heart refer to internal needs, recognition and resonance in leisure entertainment and values. After all, a vivid and vivid image is more easily remembered and awakened by users.

Director of content marketing, Feng Jiang said.

Han Du Yi has already put "

"As an experience link in the user purchase process, users can feel the connotation of brand and product in each brand contact, strengthen or express a brand tonality and lifestyle, thus forming brand stickiness.