About 150 Brands Completed The Live Broadcast In Shanghai Fashion Week.

The first "cloud Fashion Week" jointly organized by Shanghai fashion week and Tmall came to a close on 30 March. In a week, about 150 brands completed the live broadcast. In recent fashion week in Shanghai, a special "cloud list" has been released to identify the designer brand that has a good performance in this live broadcast:

　 Take the creativity and presentation level of brand live broadcast as the consideration standard.

Creativity plays TOP 5:Le Fame, Bronze Lucia, 8on8, Short Sentence, FFIXXED STUDIOS

"Cloud show elegance" TOP5: lotus, Le Fame, FENGYI TAN, Ms MIN, MISHAKA

Based on the live growth rate of sales generated by brand live broadcasting and the live data provided by Tmall,

"Peak turnover" TOP5:initial, H 'S, MISS SIXTY, OZLANA, HEFANGJewelry;

"Top flow with goods" TOP5:H 'S, MISS SIXTY, AIVEI, BABYGHOST, OZLANA

"Treasure popularity" TOP5:Bronze Lucia, ZUCZUG, YES BY YESIR, IMMI, E.I parent child fashion

"Ten fingers Lian Zan" TOP5:ZUCZUG, YES BY YESIR, E.I paternity fashion, Sprayground, initial

BABYGHOST, designer of the brand of "top stream with goods", told "ornate ambition": "compared to the daily live broadcast, this" cloud Fashion Week ", the number of brand live viewers increased by 200%, and the turnover increased by 450%.

For this live broadcast, the designer brand Bronze Lucia rehearsed 4 times, invited actors Ji Li, Li Yan, and popular idol Jingpei Yao, Hu Zhibang, deer grass, Chen Xiangyu, Peng Yaqi, ginger one 8 star friends to live. In the end, the 8 hour "live cloud broadcast" achieved a total of 2 million 238 thousand viewing volume, and the official flagship store added nearly 10 thousand people.

The designer's brand 'YE' S BY YESIR was selected for the first time in Taobao, which was selected as the "treasure treasure" and "ten fingers Lian Zan" latitude. The brand leader said frankly that for the first time, there were three interviews with more than 30 anchors, and two days after training.

In this 10 hours long live broadcast mode, the total number of YE's S BY YESIR live accounts reached 1980, including 1452 new users and 528 old users. The longest time users watched for 3 hours, and the live broadcast reached 50 people, and the old and new customers accounted for 3:2.

The brand IMMI, created by Zhuang Xiaojun and artiste Wu Xiaomin, is the latest brand of Taobao. 3 hours live time, attracting about 7000 people to watch. The future brand will continue to try live broadcast.

According to the data provided by Tmall, in from March 24th to 30th, 151 online creative publications attracted more than 4 million netizens to watch. The total amount of viewing was 11 million times, bringing the total revenue of the brand to more than 500 million yuan.

The appearance of the fashion week on cloud is a bold exploration and special presentation of Shanghai fashion week under the new crown virus epidemic. From the idea negotiation to the plan implementation, Shanghai fashion week only reached the cooperation with Tmall in only two weeks, and quickly set up the special topic page of cloud fashion week.

Shanghai fashion week Organising Committee and Tmall jointly set up the "Deng Yun crash class" to help brands understand the online operation and diversion methods, and prepare for the early stage. At the same time, Shanghai fashion week and Xintiandi join hands to create XINTIANDI POP-UP flash store and boarded the "upper cloud green channel" specially opened by Tmall to create fast access conditions for construction and online consumption scenarios for brands and buyers stores, and to cooperate with SF in operation and logistics to create a one-stop operation link service.

The fashion week with very short preparation time is a very big challenge for platforms, brands and partners. The process is also full of uncertainty.

The first attempt to publish online works is inexperienced and unavoidable. Different brands have different appeals to participate in this activity. Some of them mainly focus on the dissemination of brand culture, and some focus on sales, which results in different audiences' perceptions. Some of the brands that have been tested online for the first time have made mistakes due to technical reasons, and there are many experiences and lessons to be summarized.

Although there is still a distance from perfection, we have participated in this season's fashion week brands and do their best to seek breakthroughs with great efforts. The sincerity expressed by the brand has won the attention and recognition of consumers, and has opened new ideas for the traditional business live broadcasting, bringing more fresh ideas and enriching the form of expression.

The hosting of the fashion week on the cloud brings ordinary consumers a chance to see designers and interact with each other. It also provides a good idea for the development of fashion week in China.

Shanghai's fashion week is also facing the next challenge, that is, the resumption of trade fairs under the holding line:

The MODE Shanghai costumes exhibition, and the official supporting trade fair, Shanghai, Ontimeshow, not Showroom, DFO, Tube and Alter, will be held in Shanghai in April.