Content Marketing Is The Main Trend Of The Market, So Is GU.

The core of a brand's growth is that the consumer agrees with the brand. Content marketing can better spread the culture of the brand.

Fast fashion brand competition has never stopped. When UNIQLO, Zara, Gap and other fast fashion brands are competing in the domestic market, how can GU win the competition in this battle of masters?

Last year, GU used a wide leg pants with the perfect cover up to make a comeback. It was also remembered that many fashion bloggers in the social circle began to recommend this magical trousers in a neat way. The platform, such as "what is worth buying", was spontaneously generating the contents of GU wide leg trousers. With this easterly wind, GU quickly integrated into the Chinese market.

And this single product "meritorious service" is still the best selling series in their Tmall flagship store.

Fast fashion brand competition has never stopped. When UNIQLO, Zara, Gap and other fast fashion brands are competing in the domestic market, how can GU win the competition in this battle of masters?

As for the performance of the "overseas student" in China, these two years have made remarkable achievements in spite of the fact that they have made a small test.

"Content marketing is the main trend of the market, and for the brand, it is also a good brand publicity and output."

GU Chen Xiaomin, head of China's marketing department, said

While selling goods, they will pay more attention to collocation. This is the confusion point and the demand point of consumers. Therefore, their editorial department will, like most fashion media, regularly "G paper" in social media, and guide consumers' attention through content.

This way of "saving the nation" through content marketing has been favored by many brands, such as sexy but not yellow Durex, Korean version of women's collocation, Korean clothing house and so on.

Paper media is declining. It is an indisputable fact that more and more media are starting to join the new media team. Therefore, under the emerging market of new media, few brands will use themselves as media to guide the fashion trend.

Conversely, if the brand can think differently and use itself as a medium, the effect will be very different.

Take the clothing brand as an example, it has a sense of fashion and users, so it can plan more professional content. This ordinary fashion magazine will have some differences.

GU has already launched their content full channel plan at present. "Micro-blog and micro Amoy are making many new attempts.

In addition, we also participated in the "campus talent show" sponsored by Tmall in conjunction with the hot spots of the 90s market. At the same time, we are ready to sign some excellent campus talents to enrich our content.

Chen Xiaomin said.

This one is mainly engaged in deep cooperation with some of the more well-known KOL in the circle.

Through these red people's content writing forwarding, let GU get more exposure, but also took the opportunity to pull.

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In order to drive the sale of Tmall flagship store, GU also spent a lot of time in micro Amoy. It is reported that they will launch two rounds of content every day, including new product release, topic interaction and so on, thus stimulating their traffic and purchase rate.

At the same time, GU also actively participated in Tmall's net red plan, and carried out the output of Tmall's Darren channel, and achieved very good results.

"For example, one of the characteristics of our summer products is to cooperate with some artists, so that consumers can see a brand with strong artistic temperament.

There are even some scenes that have been robbed just on the line.

For example, with the cooperation of Altman's projection 50th anniversary, the cooperation fund introduced at that time increased the output of GU content by one level.

Moreover, not long ago, they also signed up Oyang Nana, a popular Asian pop star. Through exposure of Tmall's content output, it brought more than 300% traffic.