How Does DW Play Social Media?

I believe you know, the high-end watches in the world are not selling well except China, but that doesn't mean that everyone doesn't wear watches.

Just now, people are no longer just looking at the product as a product of success. Watches and necklace like earrings are also an ornament.

No wonder the luxury brand.

And Michael Kors have launched their own.

Products are aimed at this market.

But even with these luxury brands, the price of watches is over 5000 yuan.

This leaves room for brands with lower price and poor quality.

Watches are also fast fashion.

Daniel Wellington seized this opportunity. The average price of its watches is 800-1500 yuan. The watch at this price can be called "Pandora in the wrist watch."

The product design of DW is very simple. Basically, it is a large circular dial on the white. It has two DW words and two watch pins.

Such a "cold wind"

Almost everyone can accept the aesthetics; and men and women are very suitable.

Of course, if you want to personalize, DW will also provide you with different Bracelet options: Nylon texture strap, leather strap, and stainless steel strap.

The same DW watch, if it matches different watch bands, has different styles. It can attend many occasions such as business, leisure, holiday and so on.

DW's product update frequency is very fast, in Tmall shop, almost every time can see a new rack.

In addition to watches, bracelets and watchbands are used to match sales products.

Daniel Wellington was born in 2011. As a young brand of 6 years old, you can see it almost everywhere in the world.

Its growth rate is really amazing: in the second year of its creation, sales amounted to US $1 million; in 2014, 3 years later, DW sold over 1 million watches, and global sales exceeded 7000 US $10 million; in 2015, our revenue exceeded US $220 million.

At present, DW has sales outlets in more than 100 countries around the world, with more than 8000 offline sales outlets and more than 200 outlets.

According to the world clothing and shoe net, DW has opened a physical store in China since May 2015. Up to now, there are 27 specialized shops in the mainland of China. They are located in major cities such as Shanghai, Guangzhou, Shenzhen, etc., and have been stationed in high-end shopping centers such as the grand Joy City of Beijing, Xidan Joy City, Guangzhou Tianhe department store, Hangzhou Yintai 100 goods, Xiamen SM city square and so on.

Outside the offline stores, DW also opened online flagship stores in Tmall, Jingdong, vip.com and other domestic e-commerce platforms.

After entering Tmall in June 2014, DW's monthly sales soon exceeded 2000.

In 2015, "double 11" day, within a day, the sale of DW was promoted to the first category of watch category shop.

DW is also the first brand to catch the trend of social media. At present, there are 3 million 430 thousand fans on the official account of instagram, which is 4 times the competition brand.

Entrepreneurial story

Like all the young people in the world, Filip Tysander, the founder of DW, loved to travel and explore different countries and cities when she was young.

After graduating from high school, he went to Australia - presumably because it was too cold in Sweden, and he had to go somewhere warm.

In Australia, Philip met an Englishman who was particularly dressed up. His name was Daneil Wellington, wearing a Rolex watch with a tidal Nato.

At that time, Philip, who was only 18 years old, was shocked by this fashion sense. Now he planted a seed in his young heart to set up the brand idea of watch.

Philip, who was interested in doing business at an early age, realized that for people who wanted to buy a watch, they could not afford to buy Rolex. They also wanted to buy a brand name watch.

But Philip didn't start DW at once, and then he was quick to succeed.

After returning to Sweden, he tried several jobs, and the result turned out to be bad.

Since he wanted to do business himself, he went to business school. He really went to school.

While he was in class, he began to try his best to implement his own ideas. He sold some ties and plastic watches on the Internet and earned some small money.

When he graduated from business school, he started third companies with the $24000 he earned. This time, he planned to practice the idea of graduating from high school -- selling a watch called Daniel Wellington.

He used Photoshop to design some ideal watches, and he sent these designs to a Chinese factory that produced Nato watchband.

This time, Philip's business is no longer a mere tinkering.

Natural business sensitivities, plus two previous attempts, made him feel some way of knowing - what kind of watches are good for sale, what price watches are acceptable to everyone, and he found a marketing tool: social media.

At that time, he clearly saw the rising fashion bloggers and their power in carrying goods.

Please note that the fashion bloggers at that time were only a non mainstream group, far from walking in such a fashion nowadays.

And the social media tool itself costs neither money nor returns.

{page_break}

Get rich overnight

In 2014, Daniel Wellinton soared to the sky and sold over 1 million watches, with sales reaching US $70 million.

In 2015, even worse, sales exceeded $170 million, more than double the previous year.

At the same time, the gross profit margin of DW is more than 50%, and Philip is the sole shareholder of the company. After deducting the cost of other personnel, marketing and other aspects, he earned 66 million dollars in 2015 that year (RMB is about 430 million yuan).

So when you read Philip in the news, you won't be surprised to buy the most expensive apartment in Sweden in 2015.

The apartment is located near the central railway station in Stockholm, Sweden, with an area of about 418 square meters, with a price tag of 1280 Wan Meijin (about 80000000 yuan).

But for Philip, that's just the 1/5 of his income.

As the protagonist of this night's riches story, Philip himself is a bit ignorant.

At the very beginning of building DW, of course he wanted to do a big business, but in 2013, he never thought that this business could be played on such a large scale today.

"Now Daniel Wellington is part of my daily life.

I was very lucky. "

On several occasions, Philip wanted to contact the English man named Daniel Wellington to explain to him how all this happened, but at the same time he wanted to hide everything.

He imagined that if Daniel Wellinton really came to his office one day, he would be shy to hide under the desk.

When asked how to achieve the current success, Philip said:

"It's hard to do business. You have to struggle for a lot of things.

I still believe very much that if you really want to succeed and really want to control a thing, you will need countless time to practice and understand.

At the very beginning, I soon realized that if you want to succeed, you have to accept challenges and accept failure.

Without those mistakes and lessons, and lessons I learned from mistakes and lessons, I will never be able to create a business success brand like Daniel Wellington. "

Philip likes a writer named Malcolm Gladwell. If you are interested in business books, you will know him.

I also read his two book, one of which is the famous "tipping point", which is how to achieve a burst of money, and the other is called "puppy watching the world".

Philip believed in what Malcolm Gladwell said, so long as he spent 10 thousand hours thinking about how to do business, he could understand how things were connected with things.

With social media.

The design of DW is the beauty of simplicity that everyone can appreciate. Most people buy DW because they know that this is a popular brand. The two letters on the dial show that you can keep up with the trend of DW.

In fact, the watch which is simple and good-looking is far more than the DW family. On the basis of the product OK, the wine can float many deep alley, it becomes the key.

We have just said that DW is so popular that it is just accompanied by the rise of social media.

Let's see how DW plays social media.

1. good at using instagram platform for free dissemination.

DW brand instagram official account has accumulated more than 3 million 400 thousand fans, four times the number of competitors fans.

It can be seen from the homepage that DW has spent a lot of efforts in maintaining this platform, which contains rich pictures and strong visual effects, basically all kinds of scene matching drawings, rather than a single product lookbook.

The industry calls this phenomenon "Lifestyle", and it is also an increasingly popular form of instagram that fashion brands are increasingly fond of: linking brands with travel, love, food, art and other life elements, providing multiple scenarios for consumers to use products, stimulating the desire to buy, and deepening the connotation of the brand - "I am not just a watch."

DW maintains a good interaction with fans on the official instagram page.

DW also has dedicated personnel to maintain communication with brand fans, respond to comments and feedback, and establish an effective communication mechanism with fans.

2. encourage users to participate in content production.

DW will encourage fans to take part in #danielwellington#'s ins topic tagging interaction and upload photos of DW watches. So far, there are over 1 million 440 thousand photos of this topic.

DW also runs a topic of #dwpickoftheday#, sharing daily watches matching map, and encouraging fans to participate actively. There are 40 thousand photos.

The selected photos will be recommended to the front page of the Instagram official account of the brand to further enhance the loyalty of the fans to the brand.

#dwpickoftheday# topic map uploaded by brand fans

{page_break}

3., celebrity and net red effect.

This is also the rhythm of DW stepping into the right direction: stars and net red are becoming "strong men with goods", which is also a change in the market during the growth of DW.

Philip has never chosen to make brand promotion in traditional media. Instead, he has chosen to work together with social media organizations and Internet users around the world to promote brand awareness and expose a lot.

DW found celebrities and celebrities to help them, and asked them to endorse publicity with a certain amount of remuneration. This year's new model is a supermodel Kendall Jenner.

More is to watch the free gift to the same large number of fans of the net red, with their influence in social media to do free promotion.

These include Canadian young photographers of instagram fans 293 thousand, INS chef 454 thousand chef, Nick Wooster of fashion week, fashion bloggers Andy Torres, male model Mariano Di Vaio and so on. Basically, they are fans of tens of thousands of fans. These people have become the backstage drivers of DW.

There are also European and American actress Selena Gomez, including Korean fans Li Zhongshuo and Chinese star Li Yifeng, who have 120 million fans of instagram, and Song Hye Kyo's former Korean dramas, descendants of the sun, also wore DW's classic Nylon Watch, which caused great repercussions.

In addition, DW will regularly issue a certain number of discount codes. Fashion bloggers and instagram people will receive a special discount code for 5-20%, which is encouraged by fans through their discount codes to buy DW watches, so that they can successfully drain to the official website shopping, and of course, the bloggers will get corresponding returns and reciprocity.

As a result, the promotion of DW in social media is not only branded, but also directly promoting sales.

In this way, it is not too much to say that DW is a brand that rises directly from social media.

The official advertisements of DW show the typical style of Nordic people. When compared with the fashion savvy of luxury brands in southern Europe, when it comes back to the way of traditional advertising, it seems that they need to put more effort into practice.

This is probably a common problem with all brands grown on social media. Obviously, there is a period of adjustment.

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