Citywalk Has Been Transformed Into Cityrun, And These Sports Brands Have Broken The Circle In Dithering E-Commerce

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Leading a Cityrun trend

Take advantage of the search to blow to the shelf

In the movie The Queen Wears Prada, Miranda has a classic line:

"Since 2002, Oscar de la Rent The press conference of full dress Then I remember that Yves Saint Langlow also showed the military uniform series of sky blue. Soon, sky blue appeared in the following eight designers' press conferences, and then it became popular in the world's major high-end stores... This sky blue has generated millions of dollars in profits and countless job opportunities. ".

The rise of trends can often bring huge business opportunities. Today, as more and more of our daily life moves online, e-commerce platforms with a large number of users have begun to have the ability to "create wind". From the Dopamine wear From "Mint Manbo", from "high quality acting wildly" to "city walk", dithering e-commerce has become the birthplace of important trends.

In the spring of this year, Cityrun, as the "advanced version" of Citywalk, is continuously attracting more and more people to participate in it. As a self organized urban running activity, Cityrun promotes people to better understand the city they live in and discover the beautiful corners of the city. At the same time, in this spring vitality movement, people make friends with like-minded people and pursue a healthy and active lifestyle together.

Based on insight into user life trends, Dithering E-commerce Released "Early Spring 2024 Running Style Trend" - Cityrun, launched # citywalk to update cityrun Creative topics: invite stars and talents to plant grass in the form of sharing daily running and sports equipment. At the same time, the platform is linked with the head brand to build a new marketing scene with high-quality creative content, help the brand to create a running trend representative of new products, and achieve brand product efficiency. As of March 12, # cityrun The topic has been broadcast 110 million times, and # citywalk has changed the cityrun topic to broadcast more than 98 million times. # Wearing the wind fire wheel is the super combustion cityrun The number of topic broadcasts exceeded 20 million. So far, the "wind" of Cityrun has really blown.

The background of e-commerce platform is consumption. Can lifestyle trends be transmitted to consumption? Can brands take advantage of the trend to gain business growth? In the Diaoyin E-commerce, the answer is yes.

First of all, hot spots are directed to shelves through search operations to promote accurate conversion of traffic. With the help of platform resources, the brand has refined the operation of the whole link before, during and after search, and connected the efficient "hot spot search shelf" transformation path. For example, brands accurately capture hot trend traffic for shelves by adding Cityrun trend words to the titles of goods and short videos, setting top brands and product names in Cityrun related short videos, and optimizing the search for small blue words after viewing.

Secondly, plant grass efficiently with high-quality content to expand the coverage of traffic. Brands can release short videos highly related to hot spots, increase brand reach and interaction times with users through content operations, so as to increase the number of users entering the live broadcast room and lead users from the content field to the transformation field. At the stage of trend diffusion layer by layer, the platform launched content planning with "Cityrun" as the topic, and people released a series of short videos about running daily and grass planting sports equipment around related topics. The brand can also add product/brand exposure and guidance information in the live broadcast room, video content, title, and comment area to guide the running crowd to relevant products, brand live broadcast rooms, and shelves.

In addition, optimize commodity titles, prices, pictures, etc., and improve the exposure of the shelf. For example, the brand can add Cityrun keyword to the commodity title and picture to match the good price pallet with the trend hotspot. Therefore, the brand can capture Cityrun traffic in multiple scenarios such as search, shelf, and live broadcast room, thus promoting transformation.

It is not difficult to find that the Cityrun trend smoothly links brand business, bringing new opportunities for brand business growth. So, what are the highlights worth paying attention to in the activity of "Shake in the National Sports · Early Spring Running Season"? What successful methodologies are worth learning from? What specific cases can you refer to? Next, I will further disassemble these problems.

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Trend driven consumption

Good price is the bottom card

In Tiaoyin, the average monthly video playback volume of running related content reaches 3.04 billion times, and a large number of user groups enjoy the fun of running through creative content. Good content stimulates consumer interest, and dithering implies consumer demand for running scenes. How to accurately link these users and brands together and effectively promote transformation is a common topic for both platforms and brands.

There are three highlights in the activity of "Shake in the National Sports · Early Spring Running Season", which contains the solution to this problem.

　　 Take advantage of star talent to promote new products loudly

Whether it is dopamine, peppermint mambo or Cityrun, we can find the root cause of these trends by tracing back to the source, which is inseparable from the initiation and promotion of the dithering e-commerce. If the formation and spread of the trend is likened to the ripples spreading layer by layer, Diaoyin E-commerce is the role of investing in stone.

In the case of "Dithering in the National Sports · Early Spring Running Season", Dithering E-commerce, together with Hu Bingqing, Ji Kejunyi, Ma Sichun, Sun Qian, Wang Runze, Zhang Ruonan, Zhai Zilu and other stars, publicized the event, We also invited star talent to release short themed videos to call the event, and quickly improved the influence of the event and brand by virtue of their own traffic and potential energy. With the star talent as the first round of communication contact, the popularity of the trend has been rapidly raised, which has paved the way for the spread of the trend and the further operation of the brand, and also promoted the storage of people with good prices in the shelf.

　　 Hot topic+gold list, open the hot spot conversion link

With the help of star talent and various content writers, the topic words of running trend in early spring hit the Tiaoyin Hot List. The focus of the next step is to connect hot spots with business transformation. The hot spots are smoothly linked to brand new products and even shelves by means of head fashion KOL grass planting, short video image search, etc., and the crowd water storage is completed in advance.

Among them, it is worth paying attention to the new position of commercial products of Diaoyin E-commerce - Trend Gold List.

The Diaoyin e-commerce clothing industry itself has a strong potential, and the mentality of "good price and good things" has been established to a large extent among users. This round of activities, combined with the "Gold List of Early Spring Running Trend", further drives the brand to provide good products at good prices, and improves the decision-making efficiency and shopping experience of consumers. From the perspective of brand, Trend Gold Bang, as a new grass planting touch point of Diaoyin E-commerce, gathers the authority of the platform and public praise. The brand power of the listed brands has been further improved, and the trend gold list has promoted the brand to be better promoted, and improved the customer acquisition and transformation efficiency.

　　 Platform resources support, amplify the effect of product effect explosion

Platform resources are the booster and amplifier of brand product efficiency. Diaoyin has massive traffic and content precipitation, and Diaoyin E-commerce holds a huge traffic field and diversified transformation resources, which is an important base for Diaoyin E-commerce brand to gain business growth.

In this round of activity, the platform launched a set of resource combination fists, such as Star Map talent distribution, talent with goods distribution, brand marketing distribution and other resources, and superimposed the global resources of the Tiaoyin e-commerce, which jointly opened the brand's flow channel and transformation channel, adding a booster to the outbreak of good things at good prices.

When we look back on this activity, the above three points together led to the brand's business explosion. Next, I will use two cases of Jordan and Bimai to illustrate how brands can create explosive products and achieve business explosion in Diaoyin E-commerce.

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Content X maximizes the value of transformation

New instant explosive

In the past, the "sense of distance" between brands and users supported the style of many brands; But in the past two years, it is the brand that can "play" that can capture the hearts of young consumers.

On February 23, @ Dalilun, a talent of dithering, loves spinach A video was released with the caption "When playing basketball, you must shout qiao! Dan!!!". The account of Jordan's official flagship store parachuted into the comment area, commenting on "Joe dannnn!!!", and directly received 363000 likes. There is "Damn will make Longcheng free" in the front, and "Qiao Damn" in the rear. The brand's sense of network is directly full. Netizens said: "I didn't expect that the comment area would be opened here", "The official also played with the fan", "It killed me"... The users who played with the fan poured into Jordan's live broadcast room and interacted with the fan in the live broadcast room. The brand realized the flow of the live broadcast room at a low cost.

Officially playing peduncle, this peduncle making not only brought Jordan huge traffic, but also shortened the distance between the brand and users, established a brand image that is both approachable and interesting, and attracted a number of fans invisibly. It can even be said that "Joe Damn" has become Jordan's content asset and can be reused and extended continuously in future marketing. In addition, Jordan also relied on the talent promotion, early spring jogging trend gold list and search operation to achieve crowd impounding and business transformation at multiple points, and finally achieved "popularity" and business harvest.

Most of the time, we divide brands into high-end luxury brands, affordable brands, niche brands, etc. In our traditional impression, it seems that high-end brands and potential brands are all holding postures and are far away from daily life. But at present, almost all brands need realism and make friends with users. Jordan demonstrated how to play with users and turn traffic into business.

In terms of business growth, Bimai, a new sports brand, is a case worth dismantling. In this event, Bimai's new running shoes "Hot Wheels" were newly launched, and sold more than 1000 pairs of shoes in one hour, making it onto the golden trend list. This is not only a benchmark case of new product explosion, but also a full link marketing case worth learning from. How did Bimai do in this activity?

First of all, take advantage of the platform IP to create high-quality content, so that people can plant grass and break the circle. Bimai Chengfeng Cityrun hot spot, linked with many people, such as @ Miss Zheng (a girl chasing the wind), @ dreamers with special skills, @ four happy meatballs, and so on. Participation # in the hot wheel is the topic of super hot cityrun, driving content to hit the hot list, and stimulating consumer demand; At the same time, Bimai also cooperates with many experts to plant grass and bring goods, helping to improve the volume of new products and plant grass and pull weeds. Through content operation and search operation, Bimai has attracted a large number of potential consumers, and completed a wide range of grass planting, brand image improvement and user mental construction.

Secondly, online and offline multi scene linkage can amplify the brand's voice in an all-round way. In addition to online hot topic operation, search operation and live broadcast, Bimai also launched the "Running Festival" activity offline, with more than 40000 online viewers at the peak of the activity. The combination of online and offline has improved the brand texture and the richness of activities, thus, the volume and influence of Bimai has been comprehensively improved.

Finally, excavate pallets to accurately undertake trend flow with new products. Successful product innovation can not only enhance user stickiness, expand brand influence, but also expand business growth space. In many scenes, such as hot topics, video content, live broadcast, offline activities, and so on, Bimai has constantly strengthened the concept of "Bimai Hot Wheel" new products, and taken advantage of the hot spots to effectively improve the scope, depth, and transformation ability of grass planting. The new products have rapidly grown into popular products.

In the context of dithering e-commerce, new brands also have the opportunity to shine in the center of the stage. The first launch of new products is not an exception. Emerging brands are able to find a new way to create explosive products in the Diaoyin e-commerce.

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From wind making to wind riding

In the past, e-commerce platforms were more "chasing after the wind", taking advantage of the prevailing trend to gain business growth. But now, with the help of platform content, and a large number of talented people and high-quality brands, Diaoyin E-commerce has already had the ability to create its own style. Even this influence is not limited to the station. Trends such as "dopamine" and "Maillard" are popular throughout the network.

More importantly, today Dithering E-commerce The "wind making" of is not just to create a storm, but to expand the influence of trends step by step in a planned way, and to combine trends with brand business in a targeted way. Through search and other transit links, hot trends and good things with good prices have been interconnected, and the twitter e-commerce has driven users to "follow the trend" and businesses to "ride the trend", forming a complete growth path.

From "wind making" to crowd impounding, from business transformation to brand potential improvement, Diaoyin E-commerce has created a full chain of business starting from trend grass planting and ending with business growth.

In the cityrun trend, what is surprising is the emergence of successful cases of "brand out of the circle" and "new product explosion". Jordan has successfully broken the circle by playing with stalks, and has successfully created his own product business card.

It is self-evident that it is difficult to break the brand circle and break new products. It can even be said that it is not desirable. But in Dithering E-commerce With the planned and rhythmic layout of the brand, small probability events have certain certainty.

In the future, we expect that more and more clothing brands will be able to complete the overall evolution of brand image and business in Diaoyin e-commerce, find the driving force to break through the ceiling of development, and find their own "certainty" in the uncertain business environment.