The Differentiation Broke Down, And Sima Took The Lead In Welcoming Summer With This "Cold Air"

In a sense, when it comes to summer, people will naturally approach everything related to the sense of cool. A stick of ice, a glass of ice cola, bursts of air-conditioned cold wind... It can be said that almost all comfortable feelings in summer can be summarized by "cool", and "cool" has become the key word of brand summer marketing. Recently, Sima The "cold air" transformed into a Kun was the first to welcome the summer, so that the new summer piece of the cool feeling T caught the attention of consumers.

Before the concept of "cold air" of Morima Cool T, there were many T-shirts on the market that were called "cool", but few of them took action in marketing, which made consumers very vague about the scientific concept of "cool". "cool", "heat dissipation" and "breathable" were confused. For emerging categories, it is easy to lose focus on attitude marketing blindly. For functional categories like Cool Sense T, the key to impress consumers is to shape category awareness and trust. Compared with the long and professional description of selling points, the creative concept that enables consumers to empathize can stand out from the mass of advertising information and establish "first cognition" in consumers' minds.

First of all, what is the feeling of "cool" to users?

From the product level, the description of ice skin body feeling, cool at touch, light and breathable is somewhat sparse, lacking memory; From the experience level, cool is the instant feeling of touching ice water, the refreshing taste of summer watermelons, and a strong wind to dispel the heat... For the body feeling of cool T, Sima wisely chose a weather phenomenon that is popular in summer - cold air.

Cold air has its own cool feeling attribute. With the help of cold air, you can communicate the cool feeling function on a zero basis: when cold air comes, the body cools down instantly, which is a public cognition, but also a comfortable "cool feeling" that Sima wants to communicate. Sima skillfully translated the cool feeling T into "cold air that can be worn", giving consumers huge imagination space and accurately creating the cool feeling mental concept. At the same time, in order to make the "cold air" more relevant and cover more target customers of the post-95 generation, Sima has carried out in-depth cooperation with the King Glory IP, and created a new "cold air" transformed into a Kun, a powerful visual symbol, so that the cool feeling of Sima T can win a place in the minds of new products.

Focus on this clear and effective positioning, Sima Pressurize the "cold air" and use a series of creative games to let the cold air blow across the river.

　　01

Deeply tap the value of IP

Co create "cold air" to win young consumers

As the first game product in the world to live over one hundred million a day, King Glory relies on a large number of young players, and continues to build and enrich the IP cultural system, so that players have a sense of cultural identity and belonging to the game. The cooperation between Senma and King Glory is a key step to resonate with the culture of young consumer groups.

This cooperation not only uses the IP element of king's glory in the product, but also extracts the image of the popular divine animal Kun, which is creatively combined with "cold air" to create the visual symbol of "cold air" transformed into Kun. The addition of Kun highlights the great power of cold air, which makes young people more intuitively feel the instant cool feeling T wants to convey, and also makes the brand successfully integrate into the context of young people to play. At the same time, Sima transferred the concept of "game king" of the king's glory to the products, created the category status of "cool king", made in-depth co creation on products and images, combined IP with products more closely, and strongly output "cool king T" Cold air that can be worn ".

With the help of powerful IP, Sima With the help of magic, the offline store will become the home of the "cool feeling king". Shenzhen DYG and Zhancheng, the real "cool feeling king" popular electric competitors, were invited to the store to launch the 5V5 king glory PK competition, attracting a large number of fans. On the day of the event, the natural flow quickly gathered Chongbang Weibo hot search, linked to more consumer groups, "cool feeling king T Cold air that can be worn "has been effectively transformed from concept to entity.

The stores in Hangzhou, Weihai, Wuhan and other cities also carried out Kings COSER catwalk activities at the same time, attracting strong attention from Queen 95 fans and passers-by fans. From online to offline, Sima and Glory of Kings The cross-border cooperation has not only consolidated the product power of "Sima Cool T", but also resonated with young consumer groups, meeting their dual pursuit of diversified lifestyles and rich spiritual values. This wave of high potential energy is transformed, and Sima successfully uses the IP value to drive the cool feeling T to break the circle.

　 　02

Spokesman Liu Yugao "cold" appeared

National style beauty, cool young people, cool air, upper body

At the moment when the fan economy is in full swing, celebrity endorsement and star cooperation are still important means to quickly enhance brand awareness, leverage fan groups, and create phenomenon level out of the circle events. However, spokesmen are not the antidote to marketing, and not all star cooperation can bring effective traffic. Stiff and lack of temperature cooperation can only play the role of twice the effort and half the effort. Nowadays, young people's consumption habits are becoming more rational. They are more willing to pay for their taste than for stars. Therefore, how to skillfully communicate with stars and fans to achieve a win-win situation for brands, stars and fans is the challenge facing brands.

Choosing Liu Yu as the spokesman of Cool Sense is a wonderful move of Senma.

First of all, the immortal air with cool wind and the label of national style youth are very consistent with the concept of "cold air". In 2018, Liu Yu dressed in white on the variety show "National Style Beautiful Teenagers", attracting the audience's attention with his cool national style; In 2021, Liu Yu's elegant "Big Fish" aroused fans to express their wishes with "fish in the North, named Kun". Liu Yu and the "Kun" had long been linked, and it was appropriate for him to interpret the cool feeling together with the "cold air Kun".

Secondly, his performance in the first King Glory E-sports variety show "Battle to the Top" also made him a fan among the game community. This also coincides with the joint name of King Glory.

With so many buffs stacked, Liu Yu seems to be a natural spokesman for the cool feeling of Sima. Sima also firmly seized this opportunity to fully demonstrate Liu Yu's status as a king player in TVC deduction, and activate the potential energy of king fans; More strengthen the youth characteristics of Guofeng beauty, and arouse the resonance of Guofeng fans. Senma magnified the connection between Liu Yu and Senma Lianggan T. When fans saw relevant communication materials, they thought not only of their idols, but also of "cool feeling king T The "cold air that can be worn" has a more specific perception, which effectively improves the brand's popularity. 　　

Appropriate spokesperson image, superior brand popularity, and reasonable acceptance and natural popularity bring flow precipitation and sales transformation. To undertake the online popularity, Sima has made a comprehensive layout. Through the sale of the same "Sima Cool King T gift box" for stars, Liu Yu's interaction with fans, Liu Yu's call for cool sense cross dressing in the dithering challenge, and Liu Yu's daily live broadcast of Tmall, it has accumulated huge traffic and brought about excessive performance transformation.

　 　03

Anchoring the all-round mental layout of categories

Convert traffic into sales volume

Precision strategy+powerful IP+high-quality spokesperson, bringing more attention to young consumers for Sima. How can the concept of "wearable cold air" be established in social interaction to strengthen the cool mind? How to really play with young people and turn traffic into sales? Sima launched multi platform communication resources, targeted communication to break the situation, and let the "cold air" blow open the channel of sales transformation.

The microblog of the main position of internal entertainment takes Liu Yu's endorsement as the communication entry point, and focuses on the hot search at full speed with brand events, e-sports entertainment and other content orientation; Diaoyin, a national entertainment center, used the Diaoyin Challenge to gather traffic. Liu Yu took the lead in launching a cross dressing interaction challenge, which triggered users to take photos. In the light interaction, the concept of "cold air" was strengthened, and the mind of "cool feeling T=cold air that can be worn" was consolidated; Xiaohongshu fits in with the grass planting property of the platform, focuses on the functionality of cool T and the playability of cold air, and carries out topic interesting grass planting, making the soft grass planting content more readable.

In terms of channel marketing, Sima has also made great efforts. Alibaba is linked with Tmall's big brand daily IP, and the resources in the station are fully deployed. On 4/14, Taobao Live | Tonight's big star IP is fully promoted; The byte system leverages the Treble China's good T-shirt IP, and uses resources such as on-site meetings and broadcast tasks to gather energy to efficiently undertake sales conversion.

At the same time, online and offline global linkage, more than 2000 Sema stores across the country are fully equipped with a cool atmosphere, and 50 digital store windows and stores are equipped with cool areas to attract fans to come to the clocking cold air device, consolidate the cool mind, and at the same time promote the secondary communication, driving the double growth of store customer flow performance.

/Conclusion/

The marketing of emerging categories focuses on focusing on the core value of the category, and then occupy the minds of consumers through multi-dimensional communication.

　　 Sima Focusing on the concept of "cool feeling", this time, with the help of the memory anchor of "cold air that can be worn", through a series of marketing combination fists, the "cold air" transformed into Kun broke through the marketing of cool feeling, and was deeply bound with the cool feeling T of Suma, which not only successfully consolidated the consumers' mental cognition of cool feeling T of Suma, but also seized the king position of Suma in the cool feeling T category!