Look At How 361 Degrees Increase Three Fans By 100 Thousand Days.

Thousands of people face thousands of faces, fans flow.

According to the world clothing shoes and hats net, 618 ideal life festival, in June, 4-6 days, three days of Juhuasuan gathering day activities, the domestic sports brand

Through nautical king IP pull new, with Ali mother global media strategy, achieved sales volume of 8 million 800 thousand yuan, shop fans added 100 thousand, purchase customer new customer accounted for 84% of the data.

Obviously, this is the national goods brand in the present positive pformation, capture new consumers a big battle.

When

and

When marketing boundaries have become more and more blurred, the best state is of course to take the initiative to embrace, and it also collides with Ali's mother in such a background.

IP pulls unexpected consumers

In three days, the store fans added 100 thousand, and the new customers accounted for 84% of the customers. This is the data of 361 degrees on Juhuasuan -6 June 4th.

In 2017, 361 degrees became the only official authorized business of the famous animation IP "nautical king" in China's sports apparel industry.

Why do we choose nautical king? The brand side thinks that the audience of nautical king is younger, and this fits the target population of 361 degrees, and the best platform to pform the audience is Taobao Tmall.

From the beginning of this year, 361 degrees changed the strategy of store delivery. In the past, in order to increase output and conversion rate, most of the customers were mainly old customers and potential customers. In 2017, 361 began to invest in new customers and increased investment. It did not set up KPI considerations such as specific hits and conversion rate in the team, and attracted more young new users' attention by combining IP, live broadcast, AR games and so on.

After signing the IP authorization of 2 years of sailing king, 361 degrees launched a series of "Pirates" products, including T-shirts, running shoes and other products, and the unit price of passengers was 50% to 100% higher than that of ordinary products.

Zheng Mingqi, vice president of retail trade at 361 degree, told reporters: "the new guest who was originally conceived by nautical king may be a young person about 20 years old, but in fact, people who are interested in nautical Wang are even older, even including 85 users.

Among the more than 30 year old people, there are a lot of people who love sailing, and their purchasing power is stronger.

These more than 30 year old people with purchasing power were not new objects before.

IP brings unexpected fans, though not exactly the same as the established population of the brand, but it is a new customer base.

For brands, pforming consumers who are not target groups into target groups is also an important reason for cooperation with specific IP.

Zheng Mingqi said frankly that before 618, fans who had won but did not make a deal for the gathering day, 361 degrees also made two trips and touches.

The one-time touch effect may not be good, but after two or three times, it will be effective.

This process is difficult, but it must be done. "

Ali mother to promote consumption in the whole region

On April 25th, the activity plan of the 361 day gathering day came out and began to prepare for interaction.

From May 25th to the preparation process before the event, aiming at La Xin, Ali's mother put forward two major dimensions of customer solutions: one is to get the intention consumers, that is, the intention consumers of brand and category. As long as they search for relevant words such as 361 degrees, sports shoes, running shoes and so on, they will see the brand of the 361 Day celebration day; two, it is to tap the potential consumers, that is, through the brand radar products, delineates four people who have traded and exchanged (such as shopping, shopping cart, search, browse, collect, click) in 180 days: the brand crowd, the same gear brand crowd, the industry preference crowd and the sea king fans crowd.

And in June 2nd and 3 days before the campaign, the intensity of traffic publicity was increased. Taobao's landing page, bubble words, private pages and so on, gained more consumers and potential consumers at 361 degrees.

Finally, the click through rate achieved by the brand radar reaches 1.89%, and the total exposure of Ali mother is over 100 million, and the total number of hits is over 510 thousand.

May 24th -6 6 happy shopping day shop flow chart:

May 24th -6 6 days of happy day shop flow chart, dark line for the target visitor traffic, light color line for the actual visitor traffic.

Activity rhythm arrangement:

In the new media channel, 361 degrees through seven consecutive days of Taobao live broadcast, get a total of more than 1 million times of the watch, and two yuan media as the main incision, in the animation enthusiasts and college students get good dissemination.

Online offline stores, through the interaction of AR code scanning and the consumer interaction meeting held in Wanda Plaza, Songjiang, Shanghai, also attract many offline consumers to online shopping to achieve full channel interaction.

{page_break}

Offline store and AR activity preheating

The legend of Beijing Union, as Ali's mother's official product cooperation agency advertising agency, said: "after learning about the 361 degree introduction of nautical king IP cooperation, we actively communicate with Ali's mother and customers, integrate various channel resources, plan the overall framework of nautical Wang Ju Ju day activities, and continue to optimize and adjust the plan with Xiao two and customers, so as to make the activity plan perfect landing."

Brand awareness awaken the advanced road of self-reliance of domestic products

In this gathering day event, a product sales volume is not high, but it has become an unexpected joy.

Zheng Mingqi introduced that this is an international line product, called "Spire 2 second generation professional running shoes". It has been named the ten annual running shoes of the professional running magazine Runners World in two consecutive years. It sells for 140 dollars at the 361 degree US official website, the Tmall shop sells for 899 yuan and more than 470 pairs during the activity.

This price is obviously higher than the 361 yuan shop's overall unit price of 213 yuan, "one pair is worth four pairs".

Generally speaking, the new customer entry shop is more cautious in choosing the products, and most of them choose hot products. However, the Spire2 products have been recognized by new customers who have higher consumption power without any price reduction or promotion.

This allowed 361 degree to see the opportunity of domestic sports brand.

According to the data at 10 a.m. of Tmall 618, the top 10 categories of clothing category ranked four in international sports brands: Sales of official flagship stores in Adidas and Nike ranked one or two, while NewBalance and Skechers sports flagship stores ranked five or six, while domestic sports brands ranked two: the official network flagship store of Lining was fourth and Anta seventh.

Obviously, the domestic sports brand has begun to seize the market, but the challenges and difficulties are greater. It needs a certain incubation time in consumer loyalty and cognition.

When talking about public traffic and private traffic, Zheng Mingqi also admitted that the domestic sports brand's private domain is not so "private", and the loyalty of consumers is not high. Therefore, all new customers and old customers need to be treated as new customers.

In addition to paying attention to membership system and integral system, we should also plant grass for users through micro Amoy and establish communication opportunities with consumers.

More importantly, the awakening from the brand side coincides with the idea that Alibaba wants to help the brand upgrade. The latter has pformed from the largest e-commerce platform to a platform providing brand building ecology, and put forward the theory of Uni Marketing (Global Marketing). As the core of this marketing chain, Ali mother plays a very important role in brand marketing upgrading.

Zheng Mingqi believes that through Ali's mother, Tmall as the main position of brand marketing, it can also show a variety of different effects.

Indeed, at present, many brands no longer distinguish between brand advertising and effect advertising. In Ali's mother, they can not only get sales volume, but also show brand strength, and take Ali mother as a brand promotion platform.

More interesting reports, please pay attention to the world clothing shoes and hats net.