Urban Beauty "Youth" College Students Underwear Creative Design Competition Campus Propaganda Into Donghua University

　　 According to the relevant data of China clothing association, from January to April 2021, there were 12444 Enterprises above Designated Size in the clothing industry, with an accumulated operating revenue of 407.8 billion yuan, an increase of 13.4% year-on-year. Young consumers led by generation Z have begun to accelerate the transformation from "consumerism" to "pragmatism", paying more attention to pragmatism and focusing on their own feelings and cultural connotation. As the leading brand of personal clothing, Urban beauty Also in line with the trend of the times, we started the layout of youth, and joined hands with Shanghai Fashion Design Association to jointly launch the underwear creativity of "Youth" Chinese college students Design Competition, for enterprises to absorb young blood, but also to provide young designers to show their own stage, with innovative ideas to make practical products.

Urban beauty "Youth" underwear design competition for Chinese college students entering Donghua University

　　 With practicality as the brand empowerment, the second venture can still radiate vitality

　　 On June 10, the campus propaganda activity of urban beauty "Youth" underwear creative design competition was successfully concluded in Shanghai Donghua University, It has aroused strong repercussions among the contestants and on-the-spot college students. This competition is not only a design competition, but also a competition in which urban beauties expect young people to show themselves. Urban beauties try their best to provide rich resources for young designers. They specially invite fashion celebrities and design masters with international influence to serve as the tutors of this competition. It can be said that this is a high-level, high-standard fashion show, hoping to help more young designers to go to the world stage.

Signing ceremony of Donghua University and urban beauty teaching practice base

　　 At the same time of holding the competition, The city beauty also held a signing ceremony with Donghua University. The establishment of the internship base will not only help more young designers to grow rapidly, but also accelerate the pace of China's underwear industry to the world, and contribute to China's creativity, Chinese design and China's underwear singing all over the world.

New products of urban beauty in spring and summer

　　 At the beginning of its establishment, the city beauty takes practical design, craftsmanship and innovative technology as the product concept, constantly pushing the old and bringing forth the new, striving to provide consumers with more practical, high-quality and beautiful clothing. In the face of the challenges of rising fabric prices and great competitiveness, the city beauty chose another innovation path, starting from product research and development, store upgrading to Omni channel marketing, focusing on "pragmatism". Finally, she succeeded in killing a blood path, making the sales data rebound rapidly, and the victory of the first stop has started. It is understood that the sold out rate of urban beauty's home clothes in autumn and winter of 2020 will reach 85%, which is the highest value in the past three to four years. The number of orders for super elastic underwear is nearly one million a year, and the total quantity of zero feeling underwear is nearly one million since 2020.

　　 The key is to show the young connotation of the brand, and the urban beauty creates its own IP traffic

　　 On the basis of studying the technologies and products that meet the needs of young people, urban beauty has also started IP traffic layout. Through continuous IP events, it has established all-round brand association and aroused young people's resonance and recognition. City beauties actively try different marketing models, so that the brand building is not only dominated by the brand, but also the value empathy with the consumers in Z era. Not long ago, urban beauties launched the hot word challenge "I am a city beauty, what about you", and filmed the micro film "to the closest you" and many other stories of IP growth and accompanying peers, which touched and triggered the warm resonance of countless women in their hearts, awakened tens of thousands of consumers' unique emotional memories of urban beauties, and finally adopted the most fashionable IP marketing method, It will produce brand communication fission and boost the whole link growth of urban beauty brand.

City Beauty "to the closest you" poster

　　 In addition, the most popular new marketing methods, such as live broadcast with goods and co branding marketing, are still readily available. Take live broadcasting as an example, the city beauty adopts the up-down linkage mechanism of "online coupon issuance and offline write off". Small program live broadcast will be launched in the second half of 2020. By the end of 2020, nine live broadcast will bring sales revenue of 150 million yuan for stores, At the same time, it also successfully planted grass for numerous target consumers, bringing new revenue increment for enterprises.

　　 In order to better display its own brand image, city beauty plans to upgrade its image store, which integrates warmth, home and nature, and creates a one-stop shopping experience, so that consumers can feel the care and care of city beauty, and let countless young consumers love this brand.

City beauty headquarters flagship store

　　 The development of the industry needs the injection of fresh blood and the innovative thinking of young people. Only in this way can the development of the industry get better and further. As a leading brand of national underwear, urban beauty is well aware of the importance of continuous innovation for enterprises, and has been actively carrying out self revolution and radical comprehensive reform, which is to enable consumers to buy their favorite clothing. In the future, urban beauty will always adhere to the concept of innovation, and make its own contribution to the development of the industry and consumers.

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