Eve Li 618 Battle Fruit Is Quite Abundant Again Play The Happy Song To Hit IP Vigorously The New Retail Sales Force

In June 20th, the 618 national mid year shopping Carnival came to a close.

After the opening of the new retail year, 618 of the carnival was more intense than ever before: in June 18th, just after 10 minutes, the total turnover of Tmall clothing exceeded 1 billion yuan.

Less than 2 minutes.

In this national carnival, Eve came out with excellent results.

56 minutes crazy selling 10 million TA has unique sales skills.

618, the three day is the three day that both buyers and sellers have "chicken blood".

The three day came to count the victories, Eve Li ranked fifth in the women's wear of the whole network with an excellent turnover of 31 million 660 thousand, an increase of 223% over the same period.

Behind the beautiful pcript is Eve's constant exploration and progress.

Flexible adaptability.

Data collection, integration and utilization is an indispensable step in today's marketing. Whoever can accurately grasp the user will occupy the market.

Well versed in its way.

In this year's 618 activities, Eve Li aimed at the shop crowd portraits provided by data banks, screened crowd characteristics, carried out drilling and exhibition, introduced accurate new customers to the shops, and with the help of data banks, during the 618 activities, Eve made the data bank analysis, delineation, screening and prediction of the data bank, synchronizing to DMP, and finally put it in the background of intelligent drill. The total boot paction volume was 4 million 630 thousand, of which, ROI was the highest in the data bank crowd package, and the highest conversion rate was 31.99%.

The two season's IP drama is true love powder.

Besides clever use of big data, borrowing IP is also the help of Eve's victory.

The "song of joy 2" has just come to a close. The busy eating people are burning chicken soup while they are throwing up their troughs. While turning the classic quotations, they say, "tie the old iron", and pick up what brands the actors wear and wear.

In this high-profile return, "Ode to joy 2" has been a great success.

The success is not just "Ode to joy 2", but also the Eve Li brand that has been working with "Ode to joy".

From "Ode to joy 1" to "Ode to joy 2", Eve's marketing is getting more and more fun.

IP rubs well, and the sales can't run.

As a phenomenal IP drama in 2016, the video of "Ode to joy" has a total playback volume of 13 billion 100 million, 5 billion of topic readings, 3 million of the total number of discussions, and micro-blog occupies the top spot during the TV play.

After the return of high-profile in 2017, the 32 of the 2 days of "happy song" has been broadcast for 23 billion 290 million. In the same period, TV ratings ranked first, accounting for 12.058 of the market share.

In the big IP hot today, Eve Li has a market vision, early to see this piece of "fat meat".

"Happy song 2" in the same customs Eve Li brand clothing.

Eve's IP did not simply play the advertisement in the play simply, but according to the trend of the plot and the different personalities and stories of "five beauty", so as to find suitable topics for every profession and character girl group.

In combination with the plot and character characteristics of "Ode to joy", Eve showed a lot of brand clothing in the drama "moistening things silently", and received the audience's popularity.

Driven by the immersive experience of the scene and the emotional resonance of users, the topic of reading on micro-blog is 10 million 460 thousand, and the number of discussions is 5127 for Eve's 2#.

"Happy song 2" in the same customs Eve Li brand clothing.

At the same time, in addition to the brand clothing in the play, taking into account the delay of the play and the same paragraph, Eve also invited the stars in the drama to deduce the new season, using the heat brought by the topic, and also promoting the sale of other products.

Full channel sales combined online, offline and linkage

Ma Yun predicted: "in the next ten or twenty years, there will be no new e-commerce."

In the new retail era, simply speaking online or offline is already behind the times, and to combine online, offline and logistics will produce more value and possibility.

Eve Li continues to find a balance in the process of online and offline integration.

In order to give users a better shopping experience, Eve completed the O2O project a year ago, and formally realized all channels of goods to open up, stock to get through, store delivery, to meet the needs of consumers at any time, any place, any way to buy.

In the process of integration and integration of entity channels, e-commerce channels and mobile e-commerce channels, Eve has made clear positioning for every channel so that they can give full play to their respective advantages and realize the linkage between online and offline businesses.

In the song of joy, Qu Xiao Hsiao shares Eve Li brand clothing.

When the "Ode to joy 2" is playing like a raging fire, Eve has carried out the display of related materials in 240 stores in the country, including POP, shopping mall DP points, and card display windows. In the store, the theme of the theme of joy song was carried out according to the plot, attracting customers into the store by using the atmosphere of the TV play. Before the 618 event was opened, the store formally launched the shopping bag in June 10th. As long as Taobao opened the mobile phone shop to sweep the store's tag, it easily solved the broken shop code, the lack of color purchase embarrassment, and easily realized the mobile payment, and successfully achieved the drainage.

Eve's shop

Through the connection between online and offline and logistics, this year, Eve Li group 618 has a total volume of 138 thousand orders, of which 35 thousand are shipped in full channel.

We can give full consideration to consumers' emotions, needs and experiences, and constantly upgrade their products and services, believing that Eve will go further and better.

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