From Influence To Purchasing Power, How Can Star Marketing In The Apparel Industry Create New Ideas?

　 　00： Star marketing Entering the deep water area

Philip Kotler, the father of modern marketing, once said that if your enterprise does not have a very powerful image, you can find a spokesperson. If people often see a famous face, customers will soon know the product. American advertising master George Louis also believes that star advertising can greatly reduce the time to establish brand reputation.

Especially in the clothing industry, star marketing is very common. It is often said that a star is out of stock again.

In the past, from brand TVC launch to poster promotion, and then to star activity platform, the publicity platform is changing, but for the value of star marketing, it still remains to use the influence of stars to add points to the product and power the channel.

All of the above belong to the basic value of star marketing.

In my opinion, what is more important for stars in marketing is that the "flow pool" hidden behind them represents fresh individuals and opportunities for business growth. Star marketing is bound to move towards a stage of more refined operation of the value behind it, that is, from focusing on the display of star influence to focusing on the mining of consumer value in the flow pool.

I have noticed that some brands have achieved volume expansion and business growth through the cooperation of the three parties of IP, star and brand through the special IP "flagship brand week" of global marketing in the clothing industry of Diaoyin e-commerce.

These cases may be useful for more industries and brands to think about and learn from. Here are some of them for you.

　 01: From the strongest "layout" to "super media"

Everyone knows that the value of stars lies in exposure, so stars and brand The cooperation of always appears in the event field with great influence, covering the crowd with large flow saturation. When we become more aware that there is more traffic than there is reserve, where should stars go as strong brands?

I had a point of view before that whether it is commodity transformation or mental precipitation, it needs to take place in time, and the good way to carry time is content. The brand director of Aokang said frankly, "From the perspective of brand, what kind of brand is Aokang? Consumers' perception is weak. Especially in the category of clothing, more content and more scenes are needed to stimulate consumers' perception of products."

The foundation supporting 600 million daily live flow of the dithering platform is the characteristic content. And stars, as the super layout of brands, are themselves a super content field IP, which can easily lead to national imitation.

During the flagship brand week of Diaoyin, the brand took stars as the entry point to communicate with consumers, and stars became the consumption entrance of public awareness and the initial tipping point. With the diversified combination of playing methods from star+product, star+talent, star+topic, etc., to some extent, stars become real super center media, and become the content bearing window connecting brands and users. So, how can we use hypermedia to conduct in-depth consumer operations?

　 Stars ignite and talent relay, forming a heat chain

　　1.

The star launched the broadcast to ignite the content, and the talent relay has extended the popularity, which is opening more possibilities for the brand.

During the flagship brand week of Diaoyin, from Special Step to Aokang, CROCS and Li Ning, they all did the same thing, that is, the stars launched the challenge and the middle and middle waist talents participated. This shows that the star+talent matrix has become the standard configuration in various brand play methods,

During the flagship brand week of Tiao Yin, Li Ning's co star Ji Ke Junyi launched the Tiao Yin Challenge # beng up beng running challenge. Star interest leads the way, not only "Pamela Girl" Song Zu'er participates, but also @ Xinyu is very serious Professionals such as Li Xiaoshuang participated in the topic from the perspective of coaches, and made friends with sports talents such as outdoor sports and gymnastics. Li Xiaoshuang also actively followed up. Without the constraints of time and venue, wearing shoes could not resist the 30s magic challenge of jumping. After the spread of stars and talent, the topic spread rapidly among the crowd.

The brand also timely added weight to the popularity chain, released the nationwide task of dithering, invited everyone to participate in the challenge, and aired the co production video to obtain prize incentives, further driving UGC output. At the same time, Li Ning grasped the peak of popularity, and used the golden tone to expose the top View, challenge topic page, adding topics and other heavy resources cover the full path of target crowd behavior, strongly guide the challenge, and promote brand topic popularity to a new high.

　　 Multiple circles bring the content of magical ghost animals, reaching more circles of users

Under the relevant topics, I saw that the participants were many yuan, not only the square dance aunt, but also the gym boy; The participation scenes are also diverse. Some people are traveling at the foot of the mountain, and an aunt even wears a helmet on the construction site to participate in topic challenges., In the end, 7536.5w playback volume was obtained online.

The clothing, shoes and hats industry is an industry where people produce beauty and consume beauty. Some people pay for the appearance of clothing, others pay for the sense of feet, and even for functions and technology. The selling points of consumers with different interests at different circles are different, but the special step between the cycles of flagship brands of Tiao Yin always has a selling point that strikes your heart.

　　 Lianmai Interaction

During the activity, Lin Shuhao took the lead in launching the nationwide challenge activity of basketball crazy speed activity to attract fans and basketball fans to participate in the activity. Then Lin Shuhao came to the live broadcast room to spread the influence of the event to people other than basketball fans, together with the first person who responded to the event. Follow up new power players, grassroots players and other players will join in the challenge, further expand the volume, and call on users to pay attention to the official flagship store.

　　 Unpacking, grass planting and evaluation

In addition, after using stars to open awareness and penetrate basketball fans vertically and deeply, the special step also covers more interested people horizontally with multi circle talents. The cloud map is specially used to screen product experience officers, and the experts are jointly engaged in product development. It can't help but let people say that shoes can also be disassembled like scientific and technological products. Daren also fully convey the design inspiration and technological upgrading points of shoes to consumers from multiple dimensions. Through the effective combination of vertical stars and multi circle talents, the brand has established contact with consumers in all aspects and penetrated into different circles.

　　 Funny live broadcast business, deep interaction and communication with "passers-by"

　　2.

Let users have a sense of participation

A good communication strategy must be that only strong interaction and communication from multiple perspectives can deepen users' memory and bring about a desire to share.

　 Bai Jingting's name is associated with the accessories of Dongdong shoes

In the live broadcast room of crocs, stars are not just tools for carrying goods and chatting business. The content design of the live broadcast room is more closely linked with stars, and the communication with consumers is more in-depth. The brand will design the challenge of Zhibixing guessing words. Whiteboard, glasses and parking signs, these accessories are the connecting points between stars and brands. At the same time, on the social media, Bai Jingting's clothing has always been popular. The brand takes advantage of this to bring "white" summer wear together with the stars, helping people unlock various wear styles of cave shoes,. The topic is hot, bringing more public discussion to the brand. In the follow-up, the official micro blog made these famous scenes and high-energy scenes irresistible, which also brought continuous stickiness and long tail effect. 　　

"Dithering is a very good window to establish a brand, communicate with stars and consumers, and also a good ecology and channel to crack new products."

The person in charge of the crocs brand also mentioned in the interview that Crocs, which cooperated with the Diaoyin E-commerce once again, further opened up the crowd and even saw the increase of the customer price through the activities of the flagship brand week of Diaoyin and the in-depth operation of consumers with the help of stars. The brand is particularly confident in the consumption ability of users on the Diaoyin platform.

Li Ning hopes to open up more white-collar workers for the brand ultra light running series, so taking the decompression of white-collar workers in the workplace on weekdays as the starting point, the spokesman, Jike Junyi, came to the downtown streets of Mordor to incarnate as the manager of the coffee shop. In addition to providing workers with refreshing coffee, he also led them to run offline to relieve pressure. The star immersion business not only has a relationship with the fans who come to watch, but also has a deeper interaction with each passer-by who participates in, passing on the vitality of the brand to each participant. These interesting businesses of stars unconsciously attract people to take photos and punch cards to share, which form the tap water of brand topics and bring more effective touch.

There is a "seven times rule" in marketing psychology, that is, a customer can really understand your enterprise and have enough trust in you only after seeing your brand or information for seven consecutive times. It is along the path of star detonation and talent relay to increase the popularity of content that the brand continues to create opportunities to meet consumers, and consumers have more concrete perception of the brand. Through in-depth interaction and communication from multiple angles, the brand and users have a common memory, reach more effectively, and accumulate irreplaceable mental assets for the brand.

　　 02: From being popular to "being alive": brand and user in-depth operation with stars

On the basis of content attracting users' attention, it is also necessary to refine the relationship between management and users.

Everyone knows that it is easier to shoot a TVC and KV for launch, but we also see from the above cases that, in the era of social communication fragmentation, to dig more value of star marketing, we should first refine the operation of star content. If the value of topic interaction is only one-time, the brand can only be "hot" for a short time. Only by making stars become the live water of marketing, can the brand be truly and permanently "alive".

Go out of posters and into the real life of ordinary people

　　1.

In terms of brand sensitivity to fashion, FILA FUSION is also necessary. Contemporary youth pay more and more attention to multiple identities, and the trend brand is to play with young people. During the flagship brand week, FILA FUSION invites spokesperson Ouyang Nana into the live broadcast room and directly wears FILA FUSION, make the trend more routine. In everyone's eyes, Ouyang Nana is a young man with slash, from cellist to actor, which fits in with my attitude towards the brand's changing cause. Subsequent FILA FUSION signed a skateboarder with the help of the heat event. From music, actors, skateboarders, multi stars have displayed the brand's multi image, and also displayed the brand's attitude of pursuing multi trends vividly, infecting more ordinary people.

When I saw Lin Shuhao telling his crazy story in the special studio, I couldn't help crying. From bench players to Lin Crazy, we all know the hardships along the way. We love the champion, but also his example power that he never gives up. I believe that brands are more than commodities to the public, and their role is not just consumer goods. Brands can be our companions and witnesses along the way. When Lin Shuhao joins Kaohsiung Iron&Steel, he will also start his crazy road. Special Step also takes this opportunity to start a new round of company and witness, and also expresses the attitude of brand breakthrough. Consumers who buy goods in the special step live broadcast room not only agree with the products of the special step, but also agree with the attitude and values of the brand.

The value of stars lies not only in planting grass, but also in the co construction of values.

I think that when a brand enters the life of ordinary people through stars, it can output the attitude and values of the brand together with the brand and arouse public resonance.

Stars are also switching roles to meet consumers in a more intimate role with the brand

When slashes become a trend,. In "Camping Together 2", Chen Weiting became the initiator of the event, the person in charge of the topic of the dithering platform, and even more a stand for brand mobility, with a deeper connection with the brand. Stars become high-quality media. They wear them at the seaside and in various scenes. Aokang sports leather shoes also follow the trend to unlock various scenes and create a new role for the brand. During the final flagship brand week of Diaoyin, Aokang's total assets increased by 384% month on month, and the z-generation population reached nearly 20 million,+855% month on month, ranking first in the category of men's leather shoes of Diaoyin e-commerce.

When they go out of the posters and into real life, and resonate with the real emotions generated by each consumer, the brand and consumers stand together.

When stars are positioned more than spokesmen, their roles can become more diverse. Brand is no longer a distant and vague concept, but a close friend and a carrier and interpretation of self-expression.

　 Connect online and offline scenes to make the brand feel real

　　2.

When it comes to down jackets, you are likely to think of Bosden. In everyone's mind, Bosiden is about equal to down jacket. So can Bosden sell good sun protection clothes? Obviously, it can, and it sells well.

　 With stars as the breakthrough point and scenes as the starting point, help category recognition breakthrough

How does Bosiden solve the problem of category innovation on the propagation side? The answer is.

During the flagship brand week of Tiaoyin, star Yu Wenwen parachuted into the live broadcast room of Bosiden, the world's first experience store. When Yu Wenwen first entered the live broadcast room, he wore a white scorching sun series, and changed into the annakiki co branded model in the middle of the broadcast. He directly displayed a variety of products to the consumers in front of the camera in real time, and also brought some sunscreen tips.

　　 Multi style and selling point display

Yu Wenwen directly displays the hat and other details of the sunscreen clothes on the upper body, and makes the sports and fashion series incisively and vividly to meet consumers' various fashion and sunscreen wearing needs. Through the ingenious combination of the live broadcast room scene and the offline indoor scene, stars participate in the online live broadcast offline, and seamlessly demonstrate the fashion movement of sunscreen clothing to the online and offline audience, so that consumers can truly perceive the breakthrough point of sunscreen clothing fashion in the scene.

With the help of the volume brought by Wen Wen, Bosiden started the second live broadcast on the coast of Xiamen after attracting everyone's attention. This live broadcast, through the show model, shows the refreshing, breathable and durable sunscreen of Bosiden sunscreen clothes in the outdoor scene in real time, and directly relates the selling points to the category memory points.

"The brand is young and fashionable. It doesn't mean that you are young today, but that fashion is fashionable. It needs your products, channels, including marketing methods, and even simple photography to make you feel like it is different."

It is not easy to tear off the labels in the minds of consumers, but Aokang also delivered a satisfactory answer. President Hu of Aokang said frankly,

　　 Stars watch the show offline

In combination with the strategic transformation of "more comfortable men's leather shoes" proposed by the brand, Aokang increases its resources in the Diaoyin e-commerce platform. In addition to the Tipping Challenge, the flagship brand of Lianhe Tipping Sound, Zhou Faqi, the brand created a new product show with a strong sense of technology in Hangzhou, and invited the spokesperson Chen Weiting and the brand ambassador Zhang Ruonan to watch the show on the spot. Through, combined with the live broadcast of online cloud catwalk show, consumers see more stars than catwalk shows, so that online and offline people can have a more concrete perception of Aokang's transformation, and achieve brand renewal.

In these brands, I see that in addition to high-quality content to attract users' attention, stars also become living people here. They are authentic and vivid. They are the interpretation and representative of brand attitude, and narrow the distance between brands and consumers. In line with the brand strategy turnaround or major events, stars play online and offline scenes, breaking the marketing scene separation, and making brand breakthrough have a concrete perception. As the name card of the brand, stars shape the image of the brand. When your focus on star detonated content is still spreading, more brands have used the influence of stars to build good content, carry brand attitudes, convey the brand's new role, and make the brand business really live.

　 03: "Eat more than one fish", add some buff to star marketing

The platform value, to a certain extent, determines whether the marketing value of brand stars can be maximized

McLuhan said that "media is information". It can be said that in many cases, the development level of the media platform determines the ceiling of brand marketing. In star marketing, platform links are needed between stars and fans. It can be said that platform links are also needed for brands to rely on the influence of stars to deliver brand appeals. How brand+stars create interesting play and interaction also needs platform links.

During the flagship brand week of Diaoyin, brands can turn the certainty of investing resources in stars into a business of "eating more than one fish". In other words, one investment brings about multi-party growth: the brand precipitates content assets and accumulates brand potential through star talent to create a centralized event in the content field; Later, combined with the refined operation of platform tools, the brand sales undertaking has also been guaranteed.

　　 Break the situation, break the circle, spark, start a prairie fire

The person in charge of Aokang summarized the double breakthrough of crowd assets and sales this time. In his opinion, breaking the game is the first strategy, and in the subsequent operation, from making use of star talent to create a centralized event in the content field, helping the topic out of the circle, to finally transforming the influence of stars into the real purchase intention of users, all these can not be separated from the assistance of platform IP.

　　 Popular content creation

First of all, the dithering e-commerce platform is a very influential event scene, and also a "voice field" with a good brand. By launching natural social topics through stars, the brand can always follow and use stars to communicate with users in depth, and in addition, it can comprehensively layout e-commerce gold resources,.

Lower the participation threshold of brands and users to meet the different business needs of stars

Secondly, depending on the data support of the platform, the flagship brand of Tiao Yin Zhou can design its technology and playing methods,. The flagship brand week of Ditto has accumulated IP value and increased the influence of brands and stars on C-end consumers. The brand can also use the platform's operating tools to analyze the star portraits, help the brand find the right consumers, complete the screening of the mass population flow to the consumer population, and rapidly expand the A1 population during the water storage and grass planting period; During the initiation period, we will create a topic matrix, combine the star's global content to plant grass, and effectively cultivate A3 grass growing population; Finally, cooperate with the mall operation to activate buyers. Through a series of tool combinations,.

Relying on the global interest e-commerce of Tiaoyin, there is content and acceptance, and consumers can consume what they see here. Cooperate with brands and stars in various innovative activities to stimulate consumption. These lasting consumption momentum also become the potential energy of brand's lasting growth.

Businesses have doubled their investment. Through the special IP support of the platform, in the three links of "exposure interaction transformation" of star marketing, high saturation coverage of exposure has achieved effective reach, strong interaction depth has brought brand stickiness, and high stickiness has brought high transformation, realizing the full link transformation from influence to purchasing power, and maximizing the value of the flow pool of star marketing. Now it may be 1.01, 1 and 0.99. If you look at it with compound interest thinking, one year later, the difference is 37.4 times more than the original and 1/33 less than 0.01. The difference between the two is 1260 times.

　 04: Focus on star influence and more on consumers

Now, the fierce competition for marketing resources in various industries, including clothing, has entered a white hot stage. A large amount of information has distracted consumers' attention, which requires people to "guide" the brand to realize the transformation of brand consumption.

If the star, as the representative of influence, guides the brand only as a fanatical activity, and the traffic is self congratulatory, then the star cannot become the consumer portal for the brand to enter the public, and the traffic pool behind it is also wasted.

In my opinion, the success of the flagship brand week of Diaoyin E-commerce, on the one hand, can solve the problem of scattered star marketing flow of businesses, and help spread star influence through characteristic play; what's more brand , IP, pushed consumers to the C position of attention. Only by working with brands to conduct in-depth consumer operations can influence be turned into effective purchasing power, which has brought long-term operational certainty to brands.

It can be predicted that more and more brands will see the industry influence of the flagship brand week of Diaoyin after the clothing industry joined hands with the flagship brand week of Diaoyin E-commerce to launch this marketing activity with both volume and sales.