Eve'S Women'S Clothing Has Earned Income From Film And Television Marketing Again And Again.

In the clothing industry, there are many competitors, but how to break through and need a certain marketing strategy, Eve Li women's clothing can again and again rely on the promotion of film and television, creating a high revenue.

China has been widely known for its reality show "goddess's new clothes".

Retail companies Eve Li, who sponsored the TV drama "he came, please close his eyes" last year, brought nearly 2 million of the online sales growth. In April this year, Eve Li's two largest women's clothing brand EIFINI Eve and SEIFINI Shi Fan Li were three women's dresses of film and TV drama "Ode to joy", "I'm Du Lala" and "whose youth is not lost", and welcomed the "licking season" in April.

The promotion of products with the help of film and television industry is not a novelty in the industry. But when implanting products and frantically licking the screen, how can the brand be related to the audience of the movie and television, thus pforming the implant into sales?

This is exactly what Eve Li explored in April.

Wang Kai, Liu Tao, Jiang Xin, Wang Ziwen, Qiao Xin and other TV drama creators came to the scene at the opening ceremony of "Ode to joy".

Eve Li sponsored the event.

"Licking the right person" can maximize the star effect.

On the launching ceremony of "Ode to joy", Eve Li participated in the event as a sponsor. Wang Kai, Liu Tao, Jiang Xin, Wang Ziwen, Qiao Xin and other TV drama creators came to the scene.

How did Eve make use of the star effect?

The answer is "licking the right person".

The core target group of Eve's brand lies in the modern women with independent consciousness between 25~28.

Therefore, in the choice of film and television drama, besides focusing on the script story of the film itself, the coverage of crowd positioning is the core factor of its consideration.

"The 5 characters of the actress in" Ode to joy "are in line with the brand positioning. The company hopes that audiences can enjoy a light comedy while also creating emotional resonance on clothing products so as to achieve a win-win situation between the brand and the TV series.

The drama "Ode to joy" is an urban inspirational TV drama adapted from a hot Internet novel. "It's more like the Chinese version of sex and the city", and it was broadcast in Zhejiang satellite TV and Eastern TV in April 18th.

Nowadays, more and more clothing brands are joining the ranks of film and television marketing. However, rigid implantation often falls into the mire because of no temperature and thinking.

How to maximize the promotion effect of high performance price ratio while offering products, it is worth thinking about how to get rid of the advertising form of purely implanted products in combination with their own strategic deployment.

Eve group has made many brand strategy deployment in response to the changes in its consumer structure.

In the face of increasingly fractionable consumer groups, the group, apart from the main brand Eve Li, has also launched the brand of "French style" and "normai" brand.

"Shi Fan Li is located in the 18~23 year old college student group, and the Mai lemon launched earlier this year is a 25~35 age group."

In the TV drama "he came, please close your eyes," the heroine Jane Yao (Ma Sichun) is dressed in EIFINI Eve Li's costume. The 4 costumes appearing in the play are all from the line, and the total sales amount is close to 2 million within 2 months.

The clothes are red and have to be carried on the back.

In last year's cooperation with the noon sun group, he came, please close your eyes. In the play, the heroine Jane Yao (Ma Sichun) was dressed in EIFINI.

The clothing shows the love and hatred of urban women, and the 4 items on the screen come from online. According to statistics, the total sales of the 4 garments in the 2 months are nearly 2 million.

Eve Li through the content of the movie line and offline channels for publicity, triggering consumer resonance, thereby driving sales, but in any case landing on the consumer experience, or rely on the online processing capabilities of the enterprise.

Since its establishment in 2001, Eve group has grown from regional to more than 800 stores under the national line, reaching an annual increase of about 40% in the year of 2015. How does Eve's division work under the online and offline industry?

According to the person in charge, in recent years, Eve Li group, based on the development strategy of multi brand differentiation, accelerated the layout channel, realized the balanced development of department stores, shopping centers, street stores and e-commerce, and "opened up channels to make the commodities flow fast".

In the structure of the product, the person in charge said that there is a partition below the line.

Compared with offline products, the online sense of SKU is more important. By setting up an independent design and production team, following the market feedback, developing the style and adjusting the supply rapidly, Eve Li, who started online business in 2010, completed the goal of breaking the whole network in 2010 last year. The total sales of women's clothing ranked eleventh.

"In recent years, consumers have changed their shopping habits, the customers of wireless terminals tend to be younger, and the demand for goods richness and fashion is getting higher and higher. Therefore, online product development requires faster response, more fashion and younger".

But she also said that although there are a small number of age differences among people, the online and offline style of goods always follows the positioning of brands, and also keeps pace with the promotion of products.

To sum up, the flexibility of online and offline is the most important.

You can try it while watching it.

For the rapid growth of Eve Li group's electricity providers in recent years, the responsible person said that on the one hand, thanks to the general trend of the retail industry, the electronic business team can get more resources for development; on the other hand, the use of the characteristics of online rapid dissemination, the integration of online and offline promotion resources, can also quickly cover the market and create a brand image.

Of course, deepening cooperation with film and television culture will still be one of the main ways for Eve to build brand image. The official also said he would like to explore more new technologies like "watching and buying".

2015

Eve Li, the 11 place in women's wear, will have room for growth in the future?

The person in charge said that for the strategic planning in 2016, we will start with the development of large market demand and expand the main category. Secondly, with the improvement of consumers' requirements for quality and service, the demand for personalization and self-identity will be improved. We will do vertical development of goods and consumers with deep market segments, dig deep potential customers' needs, and provide clothing matching solutions.

And in the development strategy of multi brand differentiation, it will continue to meet the diversified needs of different age groups of consumers in the market, touch more market segments, and convey Eve's fashion concept to more consumers.