From Paris Fashion To Shaking Sound Studio, The Post-95S Began To Buy Trousers

This year, a pants show was staged at the same time in Paris fashion week and the live broadcast room of the official flagship store of nine shepherd king. This is the first pants show of nine shepherd King Paris fashion week, which has attracted the attention of the world's fashion media, and has also made a surprise performance on the shaking tone e-commerce platform.

Founded in 1989, China“ Men's pants expert ”Jiumuwang has a history of 32 years. Through the combination of "Doushi Shangxin day", the same trousers of jiumuwang show were launched on the shaking tone e-commerce platform synchronously, which made the brand marketing activity full and three-dimensional: the space limit was broken, and the new first-line mode broke through the gap of age.

One of the most intuitive effects is, Fashion brand Find active young consumers: Nowadays, many young users who are active in tremolo are choosing "the first trousers of life". 　　

　 Marketing details in the face of China and France

Multi scenes of shaking tone e-commerce help brand break through

On June 24, the lights belonging to the Chinese brand are resplendent to each other between China and France.

In 1989, jiumuwang was born in Fujian, one of the starting points of the "maritime Silk Road". Continuing the cultural value of openness, integration and innovation, in this year's Paris fashion week, jiumuwang brought the pants with the theme of "maritime Silk Road" into the Modern Art Museum of Paris, and the whole process was broadcast live on the shaking tone e-commerce platform. Shuo Yin e-commerce has become an important online traffic entrance on the day of big show. The cumulative exposure of "Dou Shi Shang Xin day" activity in Shuo Yin e-commerce station exceeded 44 million, and that of jiumuwang exceeded 18 million.

At the same time, jiumuwang and shuoyin e-commerce clothing industry marketing IP "Dou trend new day" launched in-depth cooperation. With the help of this IP, "capsule" and other new products on the show show will be broadcast live on twitter e-commerce platform“ The first trouser show of the Centennial Paris fashion week of jiumuwang not only has been fully exposed, but also has formed a broad understanding among the users of tremolo. Looking back on the "transnational marketing", shuoyin e-commerce has helped jiumuwang brand to become younger.

Jiumuwang's customers are mainly 30-45 years old. It calls for a brand-new and moving brand image, and further accurately connects with young people and highlights the stereotype of men's pants cognition.

According to the 2021 shuoyin e-commerce ecological development report, generation Z, which pays attention to youth and quality, has become an important driving force for the business development, brand and business operation of Shuo Yin e-commerce. It is pointed out in the portrait of the user population of Shuo Yin e-commerce that the post-80s and 90s users account for an absolute proportion, while the growth rate of consumers after 95 is the highest. They are the people that old fashion brands like jiumuwang want to embrace.

As an "interest e-commerce", tuiyin e-commerce can satisfy users' potential shopping interests and find those "potential" consumers based on people's yearning for a better life. In addition, shaking tone e-commerce opens up new technology and marketing path for businesses: through the excellent visual content creation of "front desk" and big data and other digital technologies of "Zhongtai", and with the continuous improvement of infrastructure such as talent side, service side and tool side, shaking tone e-commerce can meet the demand of "product efficiency integration" of brand marketing.

In the marketing case of jiumuwang fashion week in Paris, shuoyin e-commerce not only provides massive traffic for the live broadcast of jiumuwang show, but also becomes the communication medium between jiumuwang and users. In addition to the live broadcast of the same twitter e-commerce platform on the show, both sides continued to heat up in the early stage through "talent challenge" activities and star videos of Paris fashion week; During the activity, brand self broadcast and talent new product live broadcast with goods were carried out at the same time; The platform resources boost the influence of the activities in the whole process. Short videos, interesting posters, open screen posters and other playing methods make the first show of the nine shepherd King Paris fashion week and the latest information of the same fashion items on the show, which can reach the target audience in three dimensions and form transformation.

In this process, the multi scene "three-dimensional marketing" of tremolo e-commerce has the following focuses:

The first is "display beauty". According to the overall product promotion and setting tone of the brand, from the perspective of content creativity, Shuo Yin e-commerce customizes the content of publicity materials with characteristics and suitable for the platform for the brand, so that the brand has a "interesting landing": good-looking, fun and penetrating into the mind.

Second, there are many ways. Shuo Yin e-commerce will integrate a big show and a new one into a series of communication actions: different playing methods will be launched at different time points to promote the spread of grass planting methods loved by users such as celebrities, stars and activities, so as to achieve good interaction between brands and consumers.

The third is "strong support". Shuo Yin e-commerce combines a variety of exposure resources inside and outside the station with the exposure resources owned by businesses to form a joint force in momentum building. In this case, traffic support, millions of open screen resources and PR communication resources have opened the whole communication link.

In addition, the shaking tone e-commerce platform has also gained the value of one and two for the brand by synchronously live broadcasting the show of nine shepherd king in Paris fashion week and the launch of new products of jiumuwang trousers. The audience can not only enjoy the big show, but also buy the same new product directly on the shaking tone e-commerce platform.

More importantly, this sample shows us that Shuo Yin E-commerce With the help of traditional brands, traditional brands can change consumers' rigid impression of brands and even categories, and complete "transformation".

Business imagination of brand out of circle:

　　 "Fact" model becomes an important engine to build younger assets

Today, the multi-dimensional and dynamic content model can attract the attention of young consumers. They are more inclined to understand the story behind the product and the concept of brand transmission, such as "the pursuit of professional ingenuity" on these products.

At the same time, short video, live broadcast and other dynamic content forms are in line with the consumption habits of young people, which can help the brand tell a good brand story and move the target customers.

From the perspective of the cooperation between jiumuwang Paris fashion week and Doushi shangxinri, it is not only accurate but also hierarchical to let jiumuwang "hand in hand" tremolo platform mainstream young users. Just like a pair of well pressed trousers, it depends on high-quality materials, exquisite design and craftsmanship.

Shuo Yin e-commerce launched the fact business matrix model for businesses to help brand businesses achieve sustainable growth in turnover from the four major tracks. In this activity, it also played a role in different levels

In F (field) Since the business broadcast the track, jiumuwang has long determined that the self owned enterprise number of shuoyin e-commerce is the first port to release product information. On the day of the Paris Fashion Week show, the official live broadcasting room of jiumuwang shuoyin e-commerce broadcast the big show simultaneously, and the same trousers on the show were also broadcast live. Relying on the official daily live broadcast operation, the activity was quickly detonated, and at the same time injected vitality into the official account.

Another detail is that big brands such as jiumuwang often set up special departments or set up special incubation projects for "self-made talent" and expand the brand's self broadcasting position.

As for the operation of a (Alliance) talent matrix, judging from the effect of this activity, the talent matrix with strong creative ability and large scale on the platform is not only the backbone of jiumuwang, but also "contextualize" the products in the way of "scene drama", acting as the interpreter and amplifier of the core information of the brand, so that young people can understand and listen to it better.

For example, popular science V delivers brand vision and corporate mind to users by interpreting the history of pants changes; Travel bloggers share their wearing experience through travel scenes, highlighting the intention of jiumuwang in product details; Through humorous light comedy, humorous big V shows the technological power of fabric adapting to multiple scenes while making users feel happy. Through the creation of talents in various fields and rich scenes, the core information of brand new products is transmitted through, and the target users are widely covered.

In C (campaign) marketing activity track, in addition to the warm-up in the early stage of the event and the flow support of brand self broadcast and talent live broadcast, in the whole process of the activity, Shuo Yin e-commerce platform also provides millions of open screen resources, b-end communication resources and other supporting communication resources for the brand, so as to facilitate the efficient implementation of brand activities;

In t (top KOL) head big V cooperation track On the day of the Paris fashion week of the king of nine shepherds, the live broadcast period of shaking tone e-commerce stars quickly aroused attention and played a high volume of "breaking the circle" to drive the live broadcast activities to maintain high exposure throughout the day.

Shuo Yin e-commerce not only helps brands organize activities and sell products, but also makes two kinds of gains happen through four track layouts

Creative content, diversified interpretation and massive interaction help big brands strengthen their own brand culture and product characteristics, so as to cultivate fans and realize transformation. This is the "short-term gain" of the brand.

More important is the "long-term value": Shuo Yin e-commerce has gone from heavy and complicated brand In the products and activities, we found the parts suitable for communication, tailored them according to their own conditions, and sewed them into the language of young people, leaving traces in the hearts of young people.

"Dou Shi Shang Xin Ri" has found a set of reproducible methodology for "big brand breaking circle". Interest e-commerce breaks the upper limit of business growth by building a new growth path“ "Doushi shangxinri" broke through with IP and opened up new ideas on big brands. Through constantly combing and optimizing the brand business logic, Shuo Yin e-commerce helps Brand merchants To achieve the integration of quality and efficiency, breaking through the "ceiling" of growth.