Fast Fashion H&M Hand In Hand Wang Luodan And Xu Weizhou Live Broadcast Of Olympic Products Conference

After ONLY, Veromoda and other fast fashion brands have been playing a live broadcast of Taobao, H&M, which has always been insulated from the electricity supplier, also came to the United States yesterday to broadcast its Olympic series products.

Gimmick, who is red to whom?

In the evening of July 20th, from 7 to 8, H&M made a live broadcast of the "tribute to every victory" in the US photo.

It is reported that this live gimmick is quite numerous.

First of all, the annual hotspots.

As the designer of the Swedish National Olympic team and Paralympic team costumes (including the opening ceremony, some competitions and awarding ceremonies), H&M has launched a series of For Every Victory, which has just been officially launched from today.

Secondly,

Also invited actor Wang Luodan and Xu Weizhou, the former is the real big V, has 38 million 860 thousand micro-blog fans, the latter is just red "small meat", at the beginning of the Internet drama "addiction" fire, a total of 2 million 800 thousand micro-blog fans.

The live broadcast is similar to the cooperation between Maybelline and Angelababy. From Wang Luodan to the press conference, he went through many links including star red carpet entry, product exhibition, star interaction and interview.

A total of 128 thousand people watched the two live broadcast, 1 million 908 thousand times in praise and 66 thousand in conversation.

The topic "tribute to each Olympic Games" has 24 related states (excluding official releases).

You can't buy it when you look at it.

In terms of commodity sales, the US can not achieve the goal of buying and selling at the same time.

However, H&M provided a product as a gift in the live broadcast to encourage viewers to participate in the interaction.

In the tweets of WeChat public number, which was announced by live broadcast, H&M also launched four pieces.

WeChat fans will enjoy a certain discount when they enter the official website.

By the time of press release, H&M has not released specific sales figures and pformation.

It is reported that this is not the first live broadcast of H&M. Public information shows that it will be broadcast live through the H&M Studio every year. In September last year, it also worked with artiste Jing Bairan to enjoy the live Hangzhou fashion party, but it could not achieve direct pformation.

Beauty Pat: perfect spare tire or what?

The choice of live broadcast is related to the channel planning of H&M itself.

Although some luxury brands are still on the shelf, fast fashion brands are not new to the e-commerce platform. ONLY, Vero moda, GAP Jingdong and Tmall are not missing. UNIQLO and ZARA are focused on Tmall flagship store.

According to the latest figures of business staff, ONLY, Vero moda and Zara have taken the top three of Tmall's women's clothing brand Tmall in June, and fourth of UNIQLO ranked Tmall, which shows Tmall's importance to them.

But H&M Jingdong and Tmall ignored each other and concentrated on weaving their own official website (Web and App) and WeChat.

In June, ONLY and Vero moda participated in the live broadcast of Taobao jointly with the net red and supermodels. Some of the recommended clothing in the video can be purchased directly under the page. No H&M, a panning leader, chose a similar way to L'OREAL.

In this year's Cannes International Film Festival, L'OREAL's Paris L'OREAL launched a series of live broadcast of "zero time difference pursuit Cannes" in the United States. It recorded Gong Li's and Li Bingbing's stars behind the scenes, and won the total number of 3 million 110 thousand views, the total number of 163 million 900 thousand points, and the total number of 720 thousand reviews.

After four hours of live broadcast, Li Yuchun sold the lipstick at L'OREAL Tmall flagship store.

However, according to industry sources, compared with live broadcast of Taobao, the cost of choosing a live broadcast platform similar to the United States is higher.

If you don't do it, you have to play and play big.

The ONLY and Vero Moda mentioned above are not big splashes. The rough counting of the billion state power network found that only 30 and 40 spectators responded.

A live marketing needs micro-blog WeChat preheating, process design, recommended product selection, audience interaction, channel linkage and other aspects of cooperation.

A Hongkong brand manager once told the billion state power network that the marketing method of star broadcast should be bigger. Otherwise, consumers will not know that money will be wasted.

In July 14th, Paris L'OREAL, who had tasted the sweetness, replayed the old technology for a makeup remover. It played the banner of "the first live show in Ai Keli's big live." invited the net red Ercoli Lee to lead hundreds of people in the ten major platforms, such as the US, mogujie.com, Tmall live, Youku and so on.

In order to cooperate with this activity, L'OREAL's nationwide offline counters are also involved to provide discount for the product.

In addition to fighting channels, there is time to spell.

In July 15th, the live broadcast of the clothing brand GUESS took 8 hours, and the four hosts were searching for "GUESS Girl" in the whole city of Shanghai.

Live broadcast with pit buying cautiously

The myth about the live broadcast of electric business started in April 14th with the cooperation of Maybelline and Angelababy. A live broadcast of the spokesman's conference sold 10 thousand Lipsticks in two hours, followed by various families.

But there are not many real results to be displayed. After the completion of the live broadcast, the sales situation was inquired to the brand side, but no reply was received until the time of dispatch.

After completing the live broadcast with star Liu Yan, jewellery brand Zhou Dasheng admitted that the conversion rate of live broadcasting was still lower than that of direct sales pformation brought about by advertising placement.

Insiders pointed out that compared with Taobao live broadcast and no live broadcast, traffic advantages are obvious, but conversion rate is a problem.

First, Pan Xiaoliang, executive vice president of the US aerospace network, said that not all products are suitable for social media marketing. Only impulse consumption goods can be pformed, such as lipsticks. Second, technology VP, he thinks, when the anchor itself is highly compatible with products, sales target users and anchor fans, high conversion rate can be achieved.

Some people in the industry think that the reason why live broadcasting is hot is that the use of its freshness can quickly create topics and achieve wide spread, but once popularity is achieved, the effect will be greatly reduced.