Run Away From CNY, Sima # Rabbit Is Going To Be Popular # Break Through

At the end of the year, Christmas, New Year's Day and Spring Festival came one after another, and all walks of life also entered the sprint stage of annual marketing. With the economic recovery and life restart after the liberalization of the epidemic, consumers' expectations for the New Year are gradually rising, and their consumer demands for self renewal are also becoming more diverse. On December 18, Sima With the theme of # Rabbit is going to be popular #, a funny animation video was used to seize the initiative, accurately cut into the end of the year and cross the New Year scene, and handed over a commendable CNY marketing answer sheet.

UGC+star KOL layer by layer penetration

#The rabbit is becoming popular # The topic is hot

As the DNA of the Chinese New Year, the zodiac and Chinese red elements are indispensable. For this CNY, Sima will work with Marley, a century old traditional Chinese painting paint brand, to customize the exclusive "Sima Red" based on the original Chinese zodiac rabbit in different forms, and bring consumers a new product for the New Year - the "rabbit will become red" series. In terms of product design, the "Rabbit Becomes Red" series mostly adopts Chinese traditional elements such as auspicious characters, copper coins, mahjong, and traditional crafts such as embroidery and cloth pasting. While meeting consumers' actual needs for new clothes in the New Year, it also carries consumers' positive and optimistic outlook for the New Year.

In the creation of social topics, Sima also chooses to voice based on the needs of consumers. Insight into consumers' expectations and expectations for the new opening of the New Year, Sima, together with Weibo Fashion, invited consumers to fully express their thoughts and feelings about the New Year by focusing on # bunny to be red # new year clothes and flags, etc. By building a life oriented emotional field, it satisfies the consumers' psychology of sharing photos, and forms the topic ripple diffusion effect; At the same time, we will further narrow the distance between consumers and brands through scenario sharing, and deepen consumers' perception and recognition of brands.

Attracting consumers is only the first step. Sima has also made great efforts to transform consumers into loyal members of the brand. With the rabbit animation video of "Looking for 2023 Sima Red Friends" as the starting point, and the rabbit glasses defined in the New Year as the stepping stone, it has built a bridge for consumers to effectively transform into brand fans. Consumers can go directly to the member center with one button and participate in exclusive activities to draw New Year's limited rabbit glasses. The simple and direct way of interaction greatly shortens the path of member transformation, leverages big benefits with small anchor points, and lays a solid foundation for the brand crowd asset precipitation and subsequent marketing activities.

The New Year's restriction of rabbit glasses out of the street has not only won the attention of brand fans, but also won the favor of stars and KOL. During the event, many stars, such as Zhang Linghe, Zhang Jiayuan, Wang Lixin, He Luoluo, Kong Xueer, wore Sima's "Rabbit Will Be Red" series of pieces, and made their own daily purchases. In addition, microblog big V and small red book experts from all walks of life also actively joined in, showing their own clothes, providing a more diversified style reference for Christmas, New Year's Day and Spring Festival scenes, and realizing the fine touch of multi circle target groups.

Under the influence of topic popularity and circle effect, Sima has gone step by step into consumers' psychological and emotional needs with its fine communication layout, realizing the continuous warming of CNY emotional resonance. With the penetration of consumers, members, star fans and KOL fans, Sima # Rabbit quickly emerged from the circle with emotion as the medium when it became popular.

Linkage with Netease cultural and creative brand resonance

Interpreting the popular attitude of Generation Z

As the post-90s and post-00s become the new main force of consumption, how to capture the recognition of the younger generation of consumers has also become an important consideration in brand marketing activities.

In the face of young people who want to impress the most, this time, CNY Sima will focus on the "red" they are interested in. December 31, Sima × NetEase Cultural Creative, listening to young KOL from different circles, based on their thinking about life, expressed the unique understanding of the young generation about "red" - "every kind of red is shining enough, and you can also shine in ordinary days". The video quickly captures the attention of young people through plain camera language and true emotional expression, and raises a discussion storm about "red" topics in the brand We Media and NetEase Media matrix.

At a time when media channels and information are becoming more and more fragmented, NetEase has always been a popular media among the young people of Generation Z, and it is familiar with the spread of emotions and has repeatedly gone deep into life scenes to create common feelings. As a popular National brand Slogan, the brand of "what you wear is what you wear", has long been popular, and good products and services of "comfort and fashion" have attracted many consumers. This time, CNY Sima × NetEase's combination of cultural creativity and strength expresses the unique attitude of contemporary young people towards life through the tone of the younger generation.

Global joint efforts

Efficient resonance helps sales transformation

In the past few years, whether it is search e-commerce such as Taobao, Tmall, JD, social e-commerce such as WeChat, Pinduoduo, or content e-commerce such as Tiaoyin, Fasthand, etc., Sima has made it easy for consumers to "buy at any time, at any time, and anywhere" through its perfect online layout. In the past 2022, Sima focused on the digital upgrading of stores and launched the global digital marketing. During the New Year Goods Festival, Sima made joint efforts to focus on the big theme of "rabbits will become popular", and the online and offline channels resonated effectively, helping sales break out in an all-round way.

Online, retail channels such as Tmall, JD, Tiaoyin, and small programs, in addition to attracting consumers through brand fancy grass planting content to lay an ambush line for business growth, also launched New Year's Day related topics in various channels to attract consumers to create their own content, jump out of the brand's "me first" publicity perspective, and reach more target groups from a more authentic consumer perspective, Realize strong UGC secondary grass planting. The two-way engine of brand grass planting+UGC grass planting maximizes the reputation effect, enabling the sales transformation of the same model of the "Rabbit Becomes Red" series. With the help of the high-value traffic field set up by early topic marketing and the content field set up by stars, KOL and UGC, each channel also launched multiple activities, such as live broadcast, time limited second killing, and order shopping, in combination with platform activities, to further introduce brand interest groups to stores and promote sales.

Offline, Sima stores across the country have also made a new atmosphere, combining# Rabbit is going red #The theme has carried out different characteristic activities. On January 8, Sima's first digital store, Hangzhou West Lake Industry Federation CC Store, launched the new product release show of CNY with the theme of # "Zhejiang" is about to become popular #, gathering celebrities from all platforms in Hangzhou, college students and well-known anchors to explore the mysterious New Year's Red, leading to the climax of CNY marketing.

Throughout the ever-changing forms of marketing, what never changes is to really go deep into consumers and solve their doubts, wants and needs.

From insight into the needs of mass consumers, to in-depth exploration of the attitude of the Generation Z consumers, and then to the global effort of online and offline integrated marketing, CNY Sima has always been based on accurate insight into consumer demands to bring consumers a new shopping experience with good products and services. future, Sima We will also continue to focus on consumer demand, adhere to product innovation, marketing innovation, service upgrading and value creation, and bring more surprises to consumers!