The Internet Media Is Booming; How To Deal With Clothing Brands

gateway website 50% increase in advertising space price, 40% increase in search engine keyword auction ranking price Navigating websites The price rises by 30% every quarter... How should the brand deal with the "rise" of online media?

In 2011, Electronic Commerce More and more traditional brands have started to set foot in online shopping, but they also found that the cost of online promotion is rising rapidly, and the conversion rate is getting lower and lower. How to achieve more effective promotion? A recent case of an original women's wear brand from Taiwan may give us more inspiration.

OtterRepublic, also referred to as OR, is an original brand under Guanxing, a well-known textile group from Taiwan. It entered the mainland market at the end of 2010. In the spring and summer of 2011, OR brand introduced FlyCool cool yarn with high scientific and technological content, and integrated the research and development strength of Taipei and Shanghai, designed and developed a series of FlyColl products including short sleeved t-shirts, vests and suspenders. After a small scale trial sale, the product received a very high price, but on how to promote it in a larger scale, OR is in trouble because despite its high popularity and influence in Taiwan's fashion industry, OR is still a new brand for women consumers in mainland China. On the other hand, FlyCool fiber has limited production and high cost.

After careful analysis of the OR brand, we found that the quality of OR products is excellent. The short sleeved T-shirt made of FlyColl fiber is very comfortable, cool and breathable. If a small number of consumers can experience this high-tech product first, and then spread it through their word of mouth, we will certainly get a very good promotion effect. As a result, OR decided to cooperate with the group buying website to directly transfer the initial advertising budget to consumers and promote this group of new products through group buying.

At the beginning of April, OR brand joined hands with Lashou, one of the largest group buying websites in China, to launch a group buying activity for FlyCool cool yarn products. Although the group buying activity lasted only three days, the response was very enthusiastic. More than 50% of customers immediately placed an order to buy a second T-shirt after receiving the first one, and more than 30% of customers bought more than three T-shirts. More importantly, through this activity, OR brand has accumulated relatively high popularity on the Internet in a short time.