With The New Concept Of "What You Wear Is What You Wear", SEMA Takes The Place Of Chaka Salt Lake To Show Off And Build A Comfortable Environment For Generation Z

? ? ? this Samma (Semir) United shaking sound super product day, on September 21, a big show in the name of "crossing the comfort zone" aroused attention. Online and offline joint publicity and promotion were carried out to reach consumers in multiple dimensions. On September 26, the live broadcast room of shaking tone super product day attracted attention from all circles again. This brand event of global marketing has exposed more than 900 million people. With this incident, SEMA has a new dialogue with young people, once again explaining to young consumers the brand spirit of "what you wear" and the concept of "comfort and fashion" quietly passed on to young consumers, encouraging young people to be comfortable themselves.

　　 Samma The show was moved to Chaka Salt Lake in Qinghai Province, and the show of "crossing the comfort zone" was presented to consumers in the form of live broadcast. The total exposure of cloud live broadcast on two platforms was 10 million + and the interaction volume was 800000 +. The attention was full; In the same period, Samma and Shuo Yin super product day launched "what you wear is what you wear" The challenge competition, with low threshold and high interest interaction, allows more users to experience the brand concept in an immersive way and realize the brand value of "what you wear"; Subsequently, the star topic marketing brought massive exposure to bigday: the single day self broadcast Gmv broke the highest record of brand self broadcast, attracted 1339500 people to watch, and the live broadcast sales volume was 5.72 million. Compared with the previous seven days of super product, the daily sales explosion coefficient was more than 1300% +, and the popular down jacket ranked top in the list of popular brands 1. Through the whole network communication link, SEMAR realizes the integration of quality and efficiency.

Big show debut new winter style, immersive through comfortable environment

Different from the homogeneous brand show, SEMA has selected the venue in Chaka Salt Lake, Qinghai Province. With the help of the uncanny craftsmanship of nature, it has ingeniously designed the show in "lake water and long sky, salt lake and snow peak" In the beautiful scenery, it creates an immersive "comfortable environment". This show, which grows on the Chaka Salt Lake, demonstrates the right way to open the "comfortable environment" for young people. Relying on the mood of comfortable atmosphere, we launched three new winter series.

Samma Smartech series focuses on the functions of light, warm, protection and heat. As the name suggests, smart clothes can be seen everywhere in function and design, giving products a new comfortable experience; Samma and Rico Lee makes a new name, Rico Lee is the first Chinese outdoor designer to bring outdoor originality to Shanghai international fashion week latest fashion Geometric deconstruction version, integrated with tooling design concept, the same color system and different materials collide and splice, creating a cool and interesting Samma Smartech X Ricolee designer co branded series, the fabric is made of top performance thermal insulation materials, super functional to provide comfortable protection against extreme weather. "Made in China" series is inspired by traditional architecture and pattern totem. While inheriting Chinese culture, it injects young fashion creativity. This series presents the innovation and integration of classic and era culture, and once again shows the national foundation.

Each of the three series has a sense of design and practicality. Whether it is visual beauty or wearing comfort, the show style is perfectly integrated into the comfortable environment of Chaka Salt Lake. With its powerful product force and on-the-spot experience of big show, SEMAR interprets the brand slogan's "what to wear" is not only clothing, but also a spiritual attitude. What kind of spirit you put on your body, you will become what you are.

　　 Multi dimensional comfortable marketing, breaking the social barrier of generation Z

Around this big show, with the help of star effect, global linkage and social drainage, SEMAR has fully enabled the show from "comfortable" cognition to sales transformation, realized brand marketing breaking circle, and truly resonated with generation Z.

Star effect, boost communication

In order to better stand together with generation Z and reach a value consensus, SEMAR invited star supermodels such as ixform Luo Yizhou, SEMA xingtuiguan, and new generation supermodel Lu Xianren to come to the salt lake scene. At the same time, the cloud show mode of double platform live broadcasting room was opened to realize the brand-new shopping mode of "buy as you see" and "plant grass as you pull" to express the stars' comfortable personality, It can arouse the young group's recognition of the brand spirit of "what you wear", effectively reach the young people, and strengthen the influence of big show.

SEMAR also launched live broadcasting simultaneously with stores in four core cities, inviting fans to come to watch the show in the front row without being on the show, and starting with the same model of stars. This move not only naturally brings about sales transformation, but also continues to gain fans' favor, cleverly turns star fans into brand fans, and takes fans as the center, breaks the circle of generation Z through social communication, and maximizes the influence of stars.

Global linkage, quality and efficiency in one

Samma will also "Crossing the comfort zone" moved to 106 offline stores to restore the immersive scene memory for consumers, build a bridge between consumers' awareness of brand new products and their purchase, accurately convey the "comfortable and fashionable" experience of SEMAR. At the same time, the online volume was deposited to drain the store. The newly added members increased by 40.44% month on month. They worked together to crack down on super brand events and shorten the social distance with young people.

In the same period, SEMAR launched the wechat app special page, synchronized pre-sale shows, and used the social scenes and online shopping habits of young people to conduct multi-channel communication and harvest traffic. In addition, the offline stores started the self broadcast synchronously to expand the brand flow pool, so as to deposit high-quality users for the brand studio. Through online and offline global marketing, SEMAR has successfully broken through channel barriers and reached the Z generation life in the whole scene, realizing the resultant force of flow and sales volume.

　　 Social drainage, breaking bigday

In order to gather online traffic and build momentum for the brand, from September 20 to 26, SEMAR launched the "what you wear is what tremor challenge" in tremor, and the large-scale UGC was driven by Senma star pushing official Jingyao and head KOL Participate in the challenge. In the form of high interest and low threshold magazine dressing, the challenge aroused users' interest, and designed plot type stickers and magic BGM that fit the social context of generation Z to attract them to express their understanding of "what is what to wear". With topic as the foothold of interactive participation, SEMAR gathered traffic in a short period of time. In the end, 3.5W videos participated in the topic of the challenge, and the total exposure of the topic reached 230 million. With video as the carrier, in the changeable interpretation and interpretation of generation Z, SEMAR has realized the young expression of "what you wear is what you wear".

At the same time, SEMAR and Shuo Yin Chao pin day jointly planned the national netizens Jiaoli road repair event, creating momentum for bigday live broadcast. He became popular in the Z generation circle for his unconventional pursuit of comfortable and independent personality. The brand ambassador of SEMAR, lilutio, was in high agreement with the brand spirit of SEMAR, and it was easy to get out of the circle. From the launch of offline large screen, the official blog called for creative P-map transformation and dressing, to young users' extensive participation in interaction and joint efforts in breaking up topics, which set off an interactive Carnival among young people.

On September 26, bimay, the brand ambassador of SEMAR, was invited to build the live broadcast room of SEMA Shuo Yin. Relying on the early topic preparation, the studio was successfully drained. The contrast between selling anchors and comfortable anchors has triggered a wave of "wild shopping" among young people.

Through star assistance, global linkage and social drainage, SEMAR realized the transfer of the concept of "comfortable fashion" and then to the overall layout of sales transformation. Imperceptibly implant the concept of "comfort" and open up the consumption mind of generation Z.

　　 Unlock brand personality and uphold the spirit of "what you wear is what you wear"

With the change of times, young people's attitude towards wearing is constantly changing. Under the background of national involution, more and more young people use clothing as a window to express themselves and pursue the comfortable feeling brought by clothing and wearing.

In this grand show, SEMAR hopes to express the inner feelings of young people in the beautiful and creative environment of Chaka Salt Lake with a natural atmosphere of returning to nature. And through the form of big show, focus on the line of sight, highlight the product features, arouse everyone's attention and resonance to the "comfortable fashion" concept of SEMAR, so that we can see a "comfortable, young, interesting" SEMAR.

Since 1996, SEMAR has been growing together with generation Z. it has never ceased to have accurate insight into consumers, and has a deep understanding of the unique psychological needs of each current consumer. The brand spirit of "what you wear" is also constantly self renewing. Today, we can still have a cordial and in-depth dialogue with generation Z without any barrier.

As explained by Mr. Hu Xiangzhou, general manager of SEMAR, "For the new generation, the ideal pursuit of clothing can be realized only when the physical and psychological are satisfied together and comfortable without burden. Therefore, SEMAR innovates synchronously in fabric, function and pattern to fit the fast-paced life of the younger generation in China. This is also an important embodiment of today's" what you wear "spirit: to wear comfortable means to be the most comfortable one. “

epilogue

This big event of global brand marketing of SEMA has a deep insight into the main consumer group generation Z of SEMAR. The online and offline linkage communication has aroused the resonance, participation and hot discussion of a large range of consumers. It stands out among many clothing brands, and brings a "comfortable marketing" that meets the spiritual needs and content needs of generation Z for consumers in the new era.

As an excellent brand made in China, SEMAR has been deeply aware of the current young people's wearing demands in the past 25 years, from fashion to comfort, from fabric to function, to iterate the national design, adhere to the quality of national made, and undertake the responsibility of national made. Strive to establish a fashion world outlook based on Chinese vision and stick to the creativity, taste and self-confidence of Chinese people.

　 About Semir

Semir, founded in 1996, is a leading national lifestyle brand in the market and continues to be the youth of the new era in China Provide multi scene wear, high quality, cost-effective clothing products, and convey confidence, integration, friendly, interesting and comfortable life style. Through the mainstream fashion design, functional and high-quality fabric products, we can help the new youth freely switch between the diversified scenes of work and play, and keep relaxed, efficient and confident.