Bosideng How To Join Hands With Tmall To Achieve A Key Leap From Mass Brand To Light Luxury Brand

North latitude 68 degrees 52 minutes, east longitude 33 degrees 13 minutes, this is located in the remote Arctic Ocean largest port city - Murmansk, Russia. Here, a row of orchestral instruments, drums and Piano stands on the vast snow. A group of Nordic men and women in down coats go through the jungle and snow fields. When they come here to debug their musical instruments, they will play a song together.

Such a scene of blockbuster in the Arctic Circle, which is produced by the Russian Symphony Orchestra, is a cold Arctic challenge created by Boston and Tmall super brand day. It adapted the "fire in winter" TVC by the way of the symphony orchestra which was opened in the brain hole.

"A fire in winter" is a pun. It is not only a music ensemble performed by TVC, but also the core of this brand activity. It conveys the idea and confidence of Bosideng product, which is "a fire in winter and a warm guarantee for consumers". This soon became popular in social networks, triggering heated public concerns.

　　 Tmall's super brand day joined with Boston

Looking at the whole advertisement of Tmall's super brand day, Boston didn't give much close-up to costumes, and more focused on depicting the contrast atmosphere of the opposite antonyms. The whole orchestra played music in the snowy snow and ice. The cold surroundings of the surrounding area and the passion of the orchestra crowd formed a collision of atmosphere, which contrasts the atmosphere of the whole atmosphere, and a fire in winter is worthy of the name.

The birth of this creative TVC comes first from the cognition of Tmall platform data and Bosideng brand positioning. It has decided to fight the elite group of the second tier cities, namely, to establish a whole case strategy of Bosideng's sense of high sense and interest in a second tier city and young people's mind.

With the help of Bosideng's brand characteristics and needs, the concept of "extremely cold challenge", which is enough to catch the eyes of young people, has been set up as the core of TVC. In order to create a different sense of down jacket, Tmall's super brand day has chosen to fly across half of the earth to the town of glewusk, Murmansk, to complete the adaptation of this symphony version of a cold winter challenge.

It is not difficult to see that in the outdoor environment such as the arctic arctic cold area, not only the down jacket category can be exposed very naturally, but also the style and momentum of the symphony itself can also set off the brand's sense of high-level and aesthetic interest, and then penetrate the target user groups.

At the same time, Bosideng Tmall super brand day also surprised the symphony orchestra, Mohe County, through the Arctic circle. Please hold the winter water splashing Festival, and help the beans to spend a lot of time in the northeast.

In addition, Bosideng Tmall super brand day also invited foreign KOL to evaluate Bosideng down garments. As a diversified brand of products sold in 72 countries such as the United States, France and Italy, Bosideng captured not only the hearts of the vast number of Chinese consumers, but also loved by overseas users. Under such a big background, this marketing campaign soon exploded the social network.

No doubt it is a cooperation of strong and strong cooperation. Bosideng, with its 43 years of development, is a leader in the field of down garments. Today, with the trend of traditional enterprises embracing digital transformation, Tmall's super brand day has become increasingly recognized as the first marketing IP in the whole network.

And this campaign core "extreme cold challenge" echoes that this is also a challenge for Bosideng and Tmall super brands.

Bosideng dare to take the initiative to take a step forward, try to make bold breakthroughs, brand connotation to do the extension of the new media end to carry out a creative marketing. Tmall's super brand day is to find the most close connection between brand characteristics and target users based on the precise insight of big data. This will help to brand marketing innovation. Finally, the two sides worked together to complete the challenge and handed out a satisfactory answer.

　 Bo Stanwali turned around and made a comprehensive attack on domestic products.

In fact, since last year, Bosideng has launched a strategic transformation, in all aspects of products, channels, image and so on.

For example, in the field of product design, Bosideng has long been a splendor on the international stage and fashion circles. Since last year, it has been unveiling the fashion week in New York and showing up at home, followed by a joint series of three famous international designers.

This year, Bosideng also landed on the Milan fashion week with the only Chinese down jacket brand that entered the official schedule. It also launched the starry series with Italy artists and Mozart Ottavio Fabbri of the painting industry. At the same time, it won the popularity and praise of the authoritative fashion media such as Oscar, Nicole Kidman, supermodel, and so on.

Besides fashion, it is more important that Bosideng consolidate the professional performance of products in the minds of users. This is mainly reflected in Bosideng actively promoting the industrial R & D design under the promotion of cutting-edge technology. Taking the high-end outdoor cold extreme down clothing as an example, the fabric used for its frigid membrane is waterproof and breathable, and the down jacket will not be moist and permeable under rain and snow, and at the same time, it has certain moisture permeability effect, which greatly optimizes the consumer's wearing experience.

Bosideng's product and brand specialization has gained recognition from both inside and outside the industry. At the end of last year, it won the 2019 annual outdoor equipment award from the authoritative outdoor magazine "Outside". According to Ipsos data of the top three market research organization, Bosideng has a high awareness rate of 97% among consumers.

On this basis, the transformation of Bosideng has handed out a report card with enough bright eyes. According to official data released, the total retail sales of Bosideng exceeded 10 billion last year, and the growth of middle and high end was over 500%.

Behind this, on the one hand, the consumer market has undergone tremendous changes, and the consumption orientation of young people increasingly becoming mainstream consumer groups has shifted from low prices to personalization, interest and high-end fashion products, and the electricity supplier is their home of consumption. As a result, Tmall has become the main front for Bosideng to interact with consumers, practice brand digitalization and provide consumers with new consumption experience.

Similarly, taking down clothing category as an example, the traditional down jacket products can not satisfy the demands of modern young people because of their heavy and even heavy weight stereotypes. The down garment products with fashionable appearance and professional connotation are more suitable for their appetites.

On the other hand, it is a comprehensive attack on the brand of domestic products. As early as April 2017, the State Council set up every year in May 10th as "China brand day". The brand awareness of domestic enterprises standing on the policy draught has been constantly strengthened, which has played a positive role in the precipitation of the intangible assets of the brand stereoscopic image.

According to Nelson's report on China's consumption trend index in the second quarter of 2019, 68% of Chinese consumers prefer domestic brands, and second tier cities have higher willingness to buy domestic goods. The product service quality and brand image of the continuously upgraded brand of domestic products are conquering the hearts of consumers.

Against this background, Bosideng, who has been strategically transforming from 18 years, must actively seek new changes in marketing strategy. It can borrow the opportunity of Tmall super brand day to complete the updating of communication with young consumers, and also help update the brand image of Bosteng in the hearts of young people.

It can be said that Bosideng has become a typical example of the rise of domestic brands in Tmall marketing campaign.

　 Enlightenment from the integration of product and efficiency in digital marketing

Back to the cooperation between Bosideng and Tmall super brand day, it is different from the previous cooperation with other partners. This activity is co ordinating by Tmall's super brand day, which is backed by the massive quality marketing resources of the platform - the monthly users of over 750 million of the platform. Tmall super brand Japan also has 5 years of accumulation. Tmall has been able to carry out in-depth cooperation with Bosideng from the perspectives of insight, creativity, communication, interaction and online marketing.

Based on this, both of them not only carried out a complete set of creative and media communication outside the station, but also made a strong integration of Tmall and Alibaba's ecological resources, and tailored such a personalized marketing solution.

A clear brand expression will eventually embrace a more similar user group, and the brand recognition and conversion rate will be far higher than the extensive advertising of icy machinery.

In other words, digital marketing is different from traditional marketing. The most important feature is that "precise marketing must be congenial." "

As a result, Tmall's super brand day can generate more consumer data and user behavior data under the background of digital transformation, thus forming brand data assets, realizing the accurate delineation and two operation of fans.

In fact, in an ever-changing market environment, many old enterprises are unable to establish the emotional connection with the new generation of consumers, so it is easy to lose their advantages in the fierce market competition.

In the words of Philip Kotler, the father of modern marketing, "the market has always been faster than marketing."

Nowadays, the new scene that has gradually opened up online and offline has presented a new and rising business format. At the same time, it is a new way of content dissemination in the Internet age, which has completed the deconstruction of traditional brand shaping philosophy.

Based on the precipitation, statistics and operation of massive user and user behavior data, the encoding and decoding of brand advertising language has become a line of code, traced back to the portrait of every user.

The reason is that digital marketing is the trend of the times. The most fundamental reason is that in the era of digital economy, the core business elements of retail formats, "people's freight yard", are constantly being reconstructed digitally, and digital marketing is also an important part. Only through this link can the brand enterprises better optimize the allocation of resources, increase the input output ratio, and achieve higher commercial value while meeting the needs of consumers.

On the other hand, young people who are increasingly mainstream consumer groups are growing together with the Internet age. They have more online access to information and consumer entertainment, and are less likely to catch up with traditional TV commercials. This laid the foundation for the increasingly important position of digital marketing.

From this Boston Tmall's super brand day's fruitful results, it is easy to see that the success of Bosideng's strategic transformation and Tmall's super brand day's role is not only a simple detonator, but also an accelerator for brand promotion and brand digitalization.

According to the data, the turnover of brands in the Tmall super brand accounted for 10% of the total annual turnover. The participation of Tmall brands in the super brand days increased by 70%, and some brands even increased several times. Tmall's super brand day's marketing results have also confirmed its key role in Bosideng's impact on the international brand.

In general, Bosideng Tmall super brand day is based on brand characteristics, based on brand reputation and hard quality of product quality, based on big data to see consumer preferences and needs as the core, with new media creative interactive play as the carrier, the final realization of the word effect marketing customization scheme has provided more possibilities for the whole industry and even more traditional brands that urgently need to embrace digital transformation.