Clothing Marketing With "Sense Of Hierarchy"

Every year when summer comes to autumn, the clothing industry will usher in a big marketing explosion.

In the face of the surging desire for renewal, all clothing businesses and platforms do their best to update their creativity and attract users, with a view to occupying an inch of land in the renewal node. Under heavy siege, clothing brands become more difficult for consumers to remember. Refine the highlights of new products, satisfy the value of emotions, tell users that clothes are really easy to wear, or let marketing really promote the growth of business... Clothing businesses have complex issues to consider, and cannot do it alone.

In recent years, Diaoyin E-commerce has become a cooperation platform highly concerned by clothing merchants in the new season. From dopamine girls to Maillard and hardware girls; From Mint Mambo to Monet Garden Style, they are all out of the loop in dithering, and Jushi has become an industry fashion keyword with over 100 million exposures.

When the autumn wind came, the Diaoyin Mall again launched the blockbuster activity "Good Will Wear the New Moon", which gathered blockbuster marketing resources and a series of marketing actions. First of all, Diaoyin Mall joined hands with six style sponsors in different fields of the station to interpret six fashion trends in early autumn and release hot spots. Then, the industry joined hands with the "Treasure Manager" IP of the Diaoyin Mall and landed the "Fashion Council" in Changsha to wear the autumn special micro variety show; With "Yadan Style" as the key word, create an offline theme show of "Dithering Fashion Week" - the wind comes from dithering, and through good content, flows into the host brand.

In addition, "Good Will Wears the New Moon" also teamed up with the "Treasure Factory" IP to directly target the industry leading merchants to help upgrade; Joining with Wang Yuwen and Li Luxiu, we planted grass in all aspects to promote the business growth of the shelf.

"Good Club will wear the new moon", creating a full link of "momentum building - grass planting - transformation", which not only creates influence and business explosion, but also deeply affects consumers across the network with the autumn tide. Activity period (as of September 29 At 16:00, the total exposure of topics on the website exceeded 7.386 billion, and the number of topics on the list totaled 41. Main topic # Fashion home in early autumn of 2024, the Olympic closing ceremony reached the top 5 of the main list and grass planting list at the same time TOP 1。

Hot topics of the trend of high intelligence and low popularity # What is the topic of high intelligence and low popularity # What is the most popular high intelligence and low popularity this year # High intelligence and low popularity clothing, etc., with a total exposure of more than 100 million+.

When people talk about exquisite autumn clothes, the three-dimensional and layered sense of layering is often the most appreciated. The "Good Will Wears the New Moon" in Dithering Mall shows another "sense of hierarchy" of marketing. Go into its details, you may get more inspiration.

　　 I

Preemptive interpretation of six major trends:

Take the initiative to launch the style, and the marketing is hot

As clothing consumption moves towards the era of diversification, more and more businesses or managers begin to realize the importance of flow. Convergent content creativity and repeated exposure of products are difficult to arouse the resonance of users, and the increasing customer acquisition costs have led many brands into the marketing cycle of "high investment, low effectiveness".

When the old logic fails, what is the new logic? The answer may be found in the essence of fashion. There is a famous fashion saying, "Fashion is not brought to people by clothes, but by people." It is easier to meet the emotional value of users and the fashion experience of "one step ahead" by actively interpreting clothing trends around the personal preferences and scene needs of real consumers.

To this end, "Goodwill Wears the New Moon" has joined hands with the 6 Six style promoters, let them combine their own dressing personality and experience to interpret the six autumn fashion trends and "proofing" for users. These trends are: high intelligence and light people, urban function, retro fashion, disordered mix and match, wandering tannin, and daily Chinese style. While providing inspiration for consumers to wear and match, it will create more business opportunities for businesses by leading the cutting-edge trend.

To be specific, Douyin Mall, together with six guests from different fields, including Zhang Sudu, Black Dog Sauce, Chen Caini, Lin Xiaozhai, Yu Sanhuo, etc., through plane display+vlog Six autumn fashion trends are vividly demonstrated in the form of. In the eyes of Chen Zeni, the designer, integrating low-key and elegant low saturation color matching, and superimposing the unfailing old money style, is the essence of "high intelligence and light human style". Fashion and practical clothes are part of the blogger Yu Sanhuo's "urban functional style"; Actor Lin Xiaozhai combines color conflicts, overlapping pieces, and material collisions, and combines unexpected pieces to create an interesting "disordered mix and match"... Colorful fashion views awaken users' attention to core categories such as furs, shirts, jackets, jeans, and new Chinese short coats.

Under the guidance of the content of fashion making, as of September 29, the cumulative exposure and broadcast of topics such as # 2024 early autumn fashionable home, # what is high intelligence and light mannerism, # fashion returning and retro clothing that is getting older and trendier has exceeded 73.5 100 million, the trend triggered spontaneous attention and discussion among users, and successfully circled outside the station, harvesting ultra-high sound volume from multiple platforms.

At the same time, a large number of businesses around the trend of hot layout, choose the sound shop to launch new products in early autumn, find business growth. At the beginning of the event, the GMV burst coefficient of the stores and merchants participating in the event reached 53%, and payment GMV increased by 169% year on year. At the same time, there are 3 The total turnover of the manager's brand has exceeded 100 million yuan. The insight into fashion trends and "fashion making" of the Diaoyin Mall have become the pulse source of business in the clothing industry.

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Micro variety show and fashion show:

Build quality content and accurately feed back business

As a mass consumer goods, the value of clothing is often shown as one body and two sides. That is, clothing needs to awaken the culture and emotion hidden in the user's heart by telling stories and enriching content; It is also necessary to make every consumer who wears them feel "gain" through excellent product design, cutting-edge fabrics and unique identifiability. The former is often compared with Clothes & Accessories The latter can be summarized by the expression of "product power". In the process of renewal, it is not enough for apparel merchants to only provide potential users with the visual impact of fashion concept and texture. In addition to the interpretation of personality, clothing brands need a carrier to present "what good clothes look like in the end" convincingly to users to meet their dress imagination. To meet the needs of businesses, Diaoyin e-commerce links "Treasure Manager" and "Diaoyin" In Fashion Week, the two major IPs, together with brands and stars, move the stage from online to offline, transform the carrier from short videos to micro variety shows and offline shows, stimulate traffic and feed back business.

After all, what is "fashion"? Focusing on the "Treasure Manager" IP, at the end of August, the Tiaoyin Mall created a micro variety show "Fashion Council · Good Wearing in Changsha", and joined hands with Tang Yi, San Bai, gigi, You Lulu, Ma Guai, Jang Eleven principals, including Jiang Hemie, lookun, Mengying Melinda, Chen Yan, Han Wen Kate, Chen Anqi, are Fei Qiming, Lin Xiaozhai, Xiao Enya, Liu Ye, Liu Lingzi and Dashu 6 A "fashion commissioner" to wear in autumn.

Or open fashion blockbusters, or hold street shows, or join fashion parties. Six style trends and related categories are more live and interesting under the "group PK" interpretation of guests.

In the bustling streets of Changsha, high intelligence, light people and urban functional wind became the focus of the evening; The wandering tannin style and retro style of Xiangjiang online red card punches show two completely different romances. With the theme of timing mix and match and daily new Chinese style, the guests arranged the bars full of Xiangcheng style at the foot of Yuelu Mountain, which was a fashionable carnival. Activity Period, # Treasure Manager The total exposure of the topic exceeded 120 million. As of September 29, # Fashion Council had a total broadcast volume of over 33.74 million# Hit the street star show in Changsha, and entered the Tipping Sound Entertainment List, with a total exposure of more than 518 Ten thousand.

The show is not only a fashionable gift box, but also a gravitational field for trendy business. On September 21, Diaoyin Mall took "Yadanfeng" as the key word and landed "Diaoyin" in Shanghai "Fashion Week" offline theme show - "wind comes from shaking".

In the event, Melinda Li brand manager Meng Ying, ANGEL CHEN manager Chen Anqi, Su Bai manager Ma Guai, SANBAI STUDIO Responsible person - Sanbai, responsible person of Revelation of TIWILLTANG - Tang Yi, responsible person of Lookun - Song Song, "? Happy CAOXI Manager - Sha Libin, HEBREL Marketing Director Huang Guanting and many other brand principals and brand representatives attended the show, and star guests such as Liu Lingzi, Liu Ye, Lin Chaoze, Xiao Enya, Chen Ruyi, Zhou Ziqian and others came to the show. The purpose of Dithering Mall is to create autumn fashion events together with many host brands and stars to bring more business opportunities to the industry.

At the scene, Yu Sanhuo, a fashion expert, and Meng Ying, the manager, appeared to lead the show, explaining the trend of the manager's brand and "Yadan Style" in commuting, leisure and social scenes LOOK。 The live broadcast of the show came out quickly. The event was exclusively broadcast on @ Tiaoyin E-commerce and @ Tiaoyin Shopping Mall. @ Chen Caini and @ Miss Yan Vivi brought the commentary. The total exposure of the whole live broadcast exceeded 1700 10000, with an average online population of more than 40000.

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Direct attack on the place of origin and linkage with stars:

Strengthen user trust and drive category explosion

Fashion must have two sides: one is the shining in front of the stage, the other is the quality behind. When the wind is blowing, an industrial belt network connecting consumer demand and business ecology is rapidly being woven.

Dithering Mall found that the country of origin behind the clothing is also charming. Relying on the global interest e-commerce, today, a large number of industry belt clothing businesses are shaking their voice to see the fashion needs of consumers, iterative marketing ideas are developing rapidly, and in the form of branding, they are rising rapidly. "Haohui Wears the New Moon" linked with the "Treasure Manager" IP of the Tiao Yin Mall, taking "China Weaving" as the theme to lead consumers to the front-line source factory, and answered the users' doubts about "where are the good things".

A really good one pizex What does it look like? How to choose a suitable cowboy Under the leadership of Wang Ju, the exploration officer of "China Weaving", consumers' eyes were drawn to a map made of fabrics Good products from different places of origin are gathered here:

In Xintang, "Wang's family has fish", jeans are not only good, but also very friendly to small people;

In Shantou "Qiaoaiti", underwear can not only warm the winter, but also moisturize the skin;

In Quanzhou An ode to, the women's only assault suit is easy to wear and beautiful to wear;

In Cihi, Guangzhou, a pair of easy to wear pointed shoes will accompany consumers out of a new way, and fashion has entered the daily life;

In Haining Sayonono, the manager faces global high-end suppliers to create a new fur style

Tracing back to the place of origin and seeing the birth of good products have increased users' trust in participating brands and promoted the efficient transformation of local managers' brands.

In addition, in "Haohui Wears the New Moon", Wang Yuwen, the star talent in the station, and Li Luxiu incarnate "Haohui Wears the Stars to Select Officials", creating a "Handbook on Autumn Wearing".

The two stars combined the six categories of down, windbreaker, sweater, jacket, assault jacket, and bodysuit, and recorded the "careful thinking" of clothing in six autumn life scenes through posters and short videos, so as to give you what you will wear. The personalized interpretation of stars helped the new brand in autumn break the circle of the crowd by leveraging the enthusiasm of fans.

Looking back to the new autumn marketing of the clothing industry of "Haohui Wears the New Moon", Diaoyin Mall has completed the "three steps": first, actively explore autumn fashion trends, activate hot spots, and link specific categories; Since then, we have used micro variety show, new product show and other content to stimulate traffic, lock more brands and feed back business growth; Finally, we will further improve the transformation efficiency and deepen the category explosion through the joint force of industrial belt+star clothing.

The smooth connection of these three links is not only based on the insight and creativity of the Diaoyin Mall, but also under the three-dimensional presentation, the leading industry of the Diaoyin Mall, online and offline resource collaboration ability and rich talent support are indispensable.

Reviewing the exploration of Diaoyin Mall on the marketing model of the clothing industry again, we may have new inspiration on how the clothing industry grows:

First of all, at the renewal node of the industry, businesses should take the initiative to lead the trend, rather than wait for the trend, so that they can get the attention of the market first.

Second, the beauty of fashion needs to return to the life of users. brand marketing It is also important to fully meet people's daily needs while bringing people's emotional values into full play.

Third, clothing marketing should focus on the trust between businesses and users. To grasp the opportunity of "updating in the season", we should not only make momentum, but also enrich brand assets, strengthen the connection with users, and prepare for subsequent sales.

In a word, Diaoyin Mall has created a new marketing method that is close to users, differentiated and three-dimensional - it puts the quality of autumn into different scenes, so that relevant brands can occupy users' minds more quickly, deeply and convincingly, and promote the arrival of consumption. It can be felt that the full link mode of "momentum building - grass planting - transformation" is maturing in the field of Diaoyin e-commerce clothing. It can be expected that the influential "big event" of clothing marketing will continue to breed here and promote the business forward.