Home >

Actor Zhao Liying Acts As The Spokesperson Of Golith Brand

2023/2/17 0:03:00 5

??? 日本語 Fran?ais English 中文

Self Portrait, a British contemporary fashion brand owned by Shenzhen Grace Garments Co., Ltd., officially announced on February 14 that Zhao Liying, a Chinese actress, would be the brand spokesperson to interpret the unique charm of undefined contemporary women. Self Portrait has entered the Chinese market since 2020 and gradually expanded its fashion territory in China. This cooperation with Zhao Liying fully expresses the brand's confidence in the Chinese market and attaches great importance to Chinese consumers, and also reflects the strategic vision of Golith Group to increase its online and offline marketing and actively lay a solid foundation for performance rebound.

1. Expand fast and efficient operation

Give full play to brand potential to achieve rapid growth

Since Golith obtained the ownership of self portrait in mainland China through a joint venture, it has rapidly copied the mature experience of operating high-end brands, and realized the rapid growth of brand performance with the help of the brand's distinctive design style and its own loyal fans. On the one hand, relying on rich channel resources and sales network, the company quickly promotes the landing of international brands and continuously creates landmark stores in the top business districts of first tier and second tier cities. In 2021, the number of brand stores will quickly reach 20. By the end of September 2022, the brand has opened 36 direct stores in Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu and other cities. On the other hand, the company effectively replicates the industry leading high-end brand operation experience. Through pre opening fan warm-up, small red book and other social media publicity, after opening, VIP appointment fitting, talent shop exploration and other traffic closed loop are completed to ensure that new stores become popular, and maintain excellent revenue while rapidly growing stores. In 2021, the brand revenue will be 175 million yuan, up 433% year on year. In the first three quarters of 2022, the brand revenue will be 190 million yuan, up 63.5% year on year, and it has exceeded the full year of 21 years. Benefiting from the complementary advantages and comprehensive efforts of the multi brand matrix, Golis has achieved continuous growth in its main business income. In 2022, the company expects that the annual sales will increase by 1% to 5% year on year, hitting a new record.

2. New ways to increase high-end women's wear marketing

Continue to break the circle and promote transformation

The company has created a marketing system that adapts to the high-end multi brand matrix. It hires spokesmen and brand ambassadors according to the different brand tonality and development stages, accurately penetrates the circle, conveys the brand's values and positions, and establishes resonance with consumers. The formal cooperation between self portrait and Zhao Liying has further interpreted the modern and free contemporary fashion gene of self portrait brand, which has once again aroused heated discussion on social media.

At a time when the younger generation has gradually become the main force of consumption, the company has created a seamless online and offline purchase experience and constantly increased digital contacts. The company has established a matrix content output system on the public social media platform with Little Red Book as the core. It not only launched spokesmen and celebrity friends according to different brand styles, but also guided consumers to buy through content sharing in various ways, such as shop exploration, OOTD clothing, new product unpacking, etc., through the launch of bloggers and celebrities, with the help of clothing styles in popular TV dramas. The public social media of the self portlait brand has significantly channeled goods to Tmall, The number of fans of Little Red Book reached 83600, significantly ahead of similar brands.

Benefiting from the marketing transformation of social media, Goliath's multi brand and multi platform e-commerce development strategy has achieved remarkable results, creating an e-commerce system based on Tmall stores, radiating public platforms such as JD, Vipshop, etc., and creating a new e-commerce system that can attract customers by adding small programs to the voice shaking live broadcast. In 2021, the company will achieve online sales revenue of 270 million yuan, including 151% year-on-year growth in online revenue from brand acquisition. In the first three quarters of 2022, online revenue increased by 37.9% year-on-year to 250 million yuan, which is close to the annual online revenue scale of last year. The proportion of online sales increased from 10.98% in the same period of last year to 14.51%. With the release of consumption power after the optimization of epidemic control, online sales are expected to further improve.

3. The clothing industry has recovered

Online and offline layout in advance is expected to grow

With the economic recovery and steady improvement, the consumer market is expected to continue the recovery trend in 2023. High end brands are more likely to achieve a good rebound due to the high proportion of direct sales and the proportion of first tier cities. Golith's multi brand matrix continues to increase marketing. Through cooperation with different spokesmen, ambassadors and brand faces, and the crossover of virtual character @ Sa ELISA, it can accurately convey differentiated brand personality propositions on social networks and occupy the minds of consumers. At the same time, the company actively expanded online and offline, laying a good foundation for the rebound. With the rapid recovery of the real consumption scene and the release of consumption power, the company's attention to the capital market has also increased significantly.