" Not Fat, Not Standing, Fat Year Happy " Vans Pig New Year How To Touch Young People.

What kind of brand is Vans? It starts from skateboards, and combines four key words: extreme sports, art, music and street culture. It is obviously an atypical sports brand.

Cao Wei, general manager of VANS China and vice president of strategic business of Wei Fu (China), seems to be a more accurate description of VANS as "youth culture brand".

Because of this positioning, Vans's attention has been focused on young people, offering products and activities that are suitable for young culture.

As the year of the pig comes, it opens a new round of Manifesto of "no fat, no fat, happy year" and sells new products through the Alibaba brand.

Through the brand name, Vans achieves 29 million exposure outside the station, 6 million touches within the pantry, more than 50 thousand people queuing up with sharp goods, and 38% sales in the year of the pig compared to the same year.

Goodbye to all night, Vans joined hands with brand number to play a new "sharp cargo queue".

The new year of pig sales, Vans is to let fans on the brand number of topic interaction, sharp goods queuing, draw lots of content to grow grass to pform new marketing mode.

To buy sharp goods, we have to queue up. This is a popular way of releasing new products. Before fans sell, fans always queue up at the front of brand stores.

Pointed goods are expensive, rare and commemorative, reflecting brand value and fans loyalty. But at the same time, traditional sharp goods queues are also faced with geographical limitations, real name restrictions, fans queuing up all night, but there are still some empty handed points.

The brand number moved to the scene of the queuing of sharp goods. Since December 27, 2018, Vans fans have opened their mobile phones and Taobao has searched for "fat year happiness" to sign up to join the queue to rush to buy, and to participate in the official sale in January 5th according to the results of queuing lots.

The sharp sale was soon booked and sold out, thanks to the Vans's stronger crowd operation, the creation of content creativity combined with the characteristics of the goods, the formation of grass and attraction for the target population in a multi-dimensional interactive way, and finally the activation and guidance of the relevant people in the Amoy.

Cao Wei said that consumer experience can not just be online or offline, with the brand number as the representative of the digital tools to solve the past sharp cargo queuing problem, but also for a larger consumer.

Touch before powder and run after powder. Vans operates fans in all directions.

Beyond the bright spot of the sharp cargo queue, Vans sees it as a channel and way for deep communication between new touch and old powder.

The design concept of this new product is to vividly interpret the contemporary philosophy of life that young people are loyal to themselves and grow freely, through the magnified design language.

How to interact and communicate with fans on this idea becomes the key.

Before launching the sharp cargo queue, Vans launched a series of interactive blueprint activities on the topic of brand name, which was not fat, not fat, happy and happy, attracting nearly 5 thousand consumers to participate in the blueprint.

With the help of brand name, Vans has created a very solid content grass and grass matrix, including the official propaganda content launched by the brand name, the professional recommendation shopping guide that is co operated with the people's organization, and the UGC content that calls for fans' strength. It realizes the Trinity atmosphere, and activates the fans with the regular hand push news push, so as to realize the deep operation before and after the powder.

In Cao Wei's view, the brand name is a rare marketing tool with two-way communication capability on the market. It has very strong social attributes. The deep interaction and connection it brings is exactly what Vans needs, and then it can be pformed by Ali mother and other platforms at different stages.

As a long-term partner of Vans, Alibaba's brand certification service Shanghai ancient star e-commerce company co operated the project. Its founder, Huang Ke, said that more resources should be devoted to the operation of fans and consumers. Replacing the promotional style from the hi style to the precise touch and mental impact of different consumers is actually a more efficient and cost effective way for enterprises. In the face of the new generation of consumer groups, enterprises need to pform different ways of thinking and communication to get consumers' favor and concern, and the brand name is the preferred operation position.

For Vans, digitalization from fans is a brand strategy rather than a department strategy or a channel.

"Consumer oriented, which platforms or tools are the most efficient, there is such a mechanism within Vans to ensure that it can rise to the level of brand strategy so as to get the best consumer insight and pformation."

Cao Wei emphasized that the brand purpose of Vans is to attract new consumers and reward loyal consumers. The brand number takes into account these two functions. "Brand number will be very high in the marketing matrix of Vans2019."

Author: Wang Shangjun