Dior "Flood Power" Broke Out On The Tanabata Limited Package Overnight Robbed.

It is right to say that women's money is the best way to make money.

August 1st, top international

Dior launched a Lady Dior Small Tanabata handbag, which is limited to the classic limit of pink. Unlike previous marketing strategies, Dior sold for the first time online. It was not thought that the $28 thousand handbag was snapped up by consumers when it was opened. It sold out only after a day and a half, causing many uproar in the industry to become another successful example of luxury marketing.

　　Dior能夠在一夜之間將一款價格不菲的限量手袋銷售一空，在整體行業(yè)增長遇阻的今天實屬不易，論其關(guān)鍵因素可歸為三點：首先，選了一個黃道吉日，借勢營銷在情人節(jié)前夕推出節(jié)日限定產(chǎn)品，既把握住了消費節(jié)點，也抓住了消費者對于“節(jié)日限定”的心理訴求;其次，從這款Lady Dior Small七夕限定款產(chǎn)品來看，選用了Dior最為經(jīng)典的“戴妃包”，粉色更是擊中萬千少女所愛，從時尚的角度滿足了女性消費者的需求;第三點，也是這次營銷案例取得成功最為關(guān)鍵的一點，Dior此次首度試水電商，通過官方微信平臺進行線上銷售，除此之外，還聯(lián)合了互聯(lián)網(wǎng)品牌樂視在超級電視中的輪播頻道中通過邊看邊買的方式掃描屏幕二維碼選購商品，這也是Dior第一次和OTT合作在電視大屏上售賣產(chǎn)品。

What is the power of flood?

If Tanabata Valentine's Day is "sky time", then the choice of music as the sharing platform is "geographical advantage", and the high-end users of super TV are "people and", combined these necessary conditions, Dior this limited handbag can be exhausted by seconds is not difficult to understand.

Dior has chosen to cooperate with music as a whole, and has tried to innovate marketing on the big screen of TV through intensive strengthening. This is a big step for international brands to explore in the market. Why do Dior choose to watch music among many TV manufacturers?

After three years of development, music has become the first smart TV brand in China. It is ahead of other Internet TV brands and traditional TV manufacturers in large screen operation.

Take the enterprise radio station project co operating with Dior as an example, the super TV broadcast channel is the ultimate product created by music based on the vertical integration of music as the ecological innovation. It can not only provide users with huge amounts of film and television content, but also provide advertisers with distinctive brand marketing methods.

According to Dior's brand positioning and brand image, music tailored for its super TV to launch di Dior channel Live90 enterprise broadcast channel.

In the super TV Live90 enterprise broadcast channel, it covers the latest Dior 2016 show, the stage backstage tidbits; Dior's clothing, handbags, jewelry technology detailed; Dior advertising blockbuster; Dior fashion show star interview; Dior creative director interview and other more than 100 video content related to Dior, 24 hour continuous broadcast, so that viewers through the super TV HD screen, more clearly and intuitively understand the brand culture and art style.

In addition, in order to better meet the marketing needs of Dior, in the process of programming, we take full account of the tag attributes of Dior customers and potential customers.

According to the labelling analysis of the music video data analysis system LeMatrix, the music and American audiences have the characteristics of being younger, highly educated and high earning, which fully meets the needs of Dior's potential customers scanning.

We use data backstage to label the content and integrate the rich copyright content in the music view ecosystem, and import a higher concentration target group for Dior.

While watching and buying is an interactive function of the super TV EUI system.

Users use music as super TV to view content, they can easily view and buy programs related products, and the same products will be pushed to users in time.

The purchase method is divided into two ways: telephone purchase and mobile phone scanning code purchase. Users can purchase and pay directly.

For example, when you watch "Dear plator", the costumes, jewelry and so on will be displayed on the screen with Yang Mi. You can buy the stars in the same order directly.

It is the combination of these two eco screen advertising products that created the Dior's "Tanabata myth".

Take the Dior limited handbag as an example, the price of each bag is 28 thousand yuan, according to the sale situation of one day and a half sold on sale, if the super TV sells 100 handbags at the end of the day, it will bring 2 million 800 thousand yuan to the advertiser in a month, and the total sales estimate for the whole year will exceed 30 million yuan. This figure is quite amazing, and this is just a product.

Through eco operation, music has attracted more than 200 brands including Mercedes Benz, BMW, Infiniti, Chanel, Dior and so on, and more business customers have joined the ecological sharing platform because of seeing the fruitful fruits of Dior and other projects.

As Liang Jun, the new president of music, said in an interview, "super TV is not a TV, but a set of open closed loop large screen Internet Ecosystem built through vertical integration of industrial chain and cross industry value chain reconstruction."

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Sustained ecological economy

In May this year, lettsun launched the world's first family scene large screen eco shopping platform, music video shopping. Compared with traditional TV shopping, it has the core advantages of video, scene, ecology and platform, which is more in line with the consumption habits of modern young people.

According to the data of the intelligent terminal Research Institute, the users of super TV are mainly concentrated in the second tier cities; the age group is 25-35 years old, highly educated, and high-income groups; 58.1% of music super TV users earn over 10 thousand yuan monthly household income, and more than half have their own homes and private cars.

In the first half of this year, sales of music as big screen shopping increased rapidly, showing the characteristics of high-speed Internet growth.

Among them, in June this year, the sales volume of music as big screen grew by 18.78%.

On the 618 big screen Shopping Festival, the price of music shopping mall is 594 yuan, which is more than 2 times the average value of the industry, and the conversion rate of sales is 1%, far higher than the average level of the industry.

Looking at the world, music has invested $2 billion to buy Vizio, the largest TV producer in the United States, to fully open its global development strategy.

After the acquisition of Vizio, the big screen eco platform will have more than 28 million smart TV entries, and the total number of users who play longer than 11 billion hours and up to 730 million will be more than 730 million. This number has exceeded the total number of Twitter and monthly live users.

Trend Force, a market research firm, also said that "China's LeEco will produce 14 million 570 thousand LCD TV sets this year, and become the third largest TV producer in the world after Samsung Electronics and LG electronics."

To sum up, music super TV has become the most valuable platform in the entire TV industry. Super TV is leading the industry into the age of ecology. It is changing the development track of the traditional TV industry, changing the standards of the television industry, changing the buying behavior of users, and changing the user's behavior of using TV. Super TV not only has unique ecological operation ability, but also can maximize the full release of user value.