Tmall Super Conference * LEE, Unveil 2020 Brand New Launch Strategy

In April 19th, the classic Cowboy brand LEE launched a brand-new brand concept with Tmall super Conference - "I am the one". At the Tmall super conference, we aim at the five communication circles of the core. LEE Breaking through the routine and ingeniously adopting the new release form combining the immersive sitcom and cowboy fashion show, it brings a feast to the consumers. As an early adopters of online conferences, LEE will work with Tmall super conference to create a benchmark for future industry's "online publishing" and expand imagination.

Online sitcom subversion, imagination and brand marketing

As the first to open Tmall super Conference Clothing brand LEE broke the traditional form of the press conference. In the press conference, the sitcom and the fashion show alternated. From the fashion giant and a crowd of models in the five circles of shoes, shopping, electronic competition, tide playing and talk show, the personality of the brand new concept of "I was on this set" was displayed, and the newly upgraded visual experience and content expression fully aroused the audience's resonance.

During the Tmall super conference, the online release fully broke the limitations of time and space, which greatly increased the instant touch of the press conference. The immersive experience scene and the Tmall super conference's content convergence position provide a new stage for the brand to show itself. The brand can communicate with consumers through providing high-quality, innovative self-produced video content, setting up brand personality, conveying the concept of brand in all directions, and deepening user stickiness.

Help brands create BGC aggregation content, enrich three-dimensional communication

The Tmall super conference is officially released by Tmall as the TOP brand BGC (BrandingGeneratedContent) to launch the content convergence position, helping the brand build one-stop heavy weight events, from fragmentation to centralized detonation.

In the LEE super launch position, fans can watch Eddie Peng's official TVC blockbuster and event ID in advance, during the preheating period, the preview video of the conference, the slow process of live broadcast, and the five circles of trend leaders Li Jiaqi / shoes ghosts / Rufeng / Terrace / Pombo stand tall short stories, get and the fashion trend.

In the activity release, consumers can watch the cloud show and watch the show equally. Participate in interactive win BuddyLee limited money and other rich gifts.

In addition to the above conference, brand TVC documentary and star tidbits VLOG, the future brand can also gather more interesting and high-energy content on the super launch page page, so that consumers can have a more comprehensive and comprehensive understanding of the brand.

The super conference platform can create the creative content of the brand, and will become the core of communication in the BGC era. It will also gather the content of the station and gather together to help to fully display the brand personality.

At the core of publishing, the communication path between private domain and public domain is opened up one stop.

The entrance of Tmall super conference is on the two floor of the flagship store, and through the integration of the platform's diversified content matrix communication ports, we will fully link all the link resources such as the cat dome search page, the LEE brand number, the brand Zone official flagship store drop-down page and the Taobao live broadcast, so as to create a high-density and high-quality content publishing polymerization scene belonging to the brand, and fully integrate the platform public domain with the brand privacy. Domain is fused.

At the same time, at the conference station, the theme of KOL is to create five layers of top-level KOL. Ghost, dares to compete in the race, if the wind, dare to play the big brother, the balcony brother, dare to say the talk show tyrant Pang Bo for the release of the common voice, the main trend outside the station mainstream media diffusion, will maximize the impact of the conference time.

Super interactive driven crowd precipitation, release is no longer one-way output.

In addition, the Tmall super conference can also provide brand-new press releases for brands on the positional page, such as the special exchange benefits of the nine palace, the 1+N live broadcast, the brand number linkage, the live interactive game, etc., to fully mobilize the consumers to express themselves and interact online and help brand marketing enter the BGC era.

BGC online marketing 2 era is coming, expanding brand publishing imagination.

Through the LEE Tmall super conference, we can see that Tmall's super conference breaks the limitations of the traditional offline conference, provides online convergence positions, and carries the press conference entry on the two floor of the flagship store, so that the shortest distance between the publishing and the business can be 0. At the same time, it will provide more imagination and more diversified display forms for the press conference, reconstruct the human freight yard and maximize the effectiveness of brand publishing. It also provides rich multi dimensional interaction, allowing consumers to participate instantly and instantly.

Tmall super conference provides brand new online scene to achieve effective crowd transformation and brand private precipitation. At the same time, it also provides a preheated position and crowd storage for IP.

The appearance of Tmall's super conference means that Tmall The brand online expression will be upgraded directly from the product 1 era to the 2 mode of BGC communication, where consumers will get to know each character's high-quality brand, creative communication content and unexpected surprise courtesy, leading consumers to experience an immersive brand legend.

The era of BGC has come to "publish" content and gather content. Tmall super conference is bound to become the next brand marketing new position, to create future industry online publishing form new heights, and open up new possibilities of marketing scenario imagination.

A picture reading Tmall super Conference