Dior And Music As Super TV Cross Boundary Cooperation Released Tanabata Limited

This year

Lady Dior Small launched

It will be priced at 28000 yuan through online limited sale. Users of music super TV can see buying and buying this product for the first time in Dior enterprise Taichung. This is the first time that Dior official has made online sale in China. It is also the first time to cooperate with OTT to sell on the big screen of TV.

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Since 2014, Dior Dior has launched Tanabata limited products for Chinese consumers. This year's Tanabata Valentine's Day is no exception.

On August 4th, Dior launched the Lady Dior Small Tanabata handbag that will be sold online for a limited price of 28000 yuan this year, priced at $28000. Users of music super TV can buy and buy this product for the first time in Dior Taichung. This is the first time that Dior has sold online in China, and it is also the first time that Dior has been selling products on TV screens.

In from August 1st to 4th, Lady Dior Small Tanabata limited handbags were sold online and priced at 28000 yuan.

In August 1st, Dior officially launched the Lady Dior Small China Tanabata handbag, and for the first time launched the online time limited boutique in China. The limited amount of Lady Dior Small designed for Tanabata is limited. This is the first contact between Dior brand and the electricity supplier in China. Customers can also purchase online through Dior, including WeChat's multimedia channel.

For the first time, Dior also joined hands to watch the super TV's limited sale of this holiday handbag in Dior's Broadcasting Company.

The new Lady Dior Small handbag China's Tanabata limited money model is more with the avant-garde, which perfectly coincides with the design concept of the 2017 early spring series.

She also has the elegance of Paris and modern London, and has pioneered the design of free matching accessories on the shoulder strap.

These decorations are the lucky designs that Dior has always believed in: bees, roses, lily of the valley, Dior initials, and so on.

Each unique ornament represents the unique personality of women with Lady Dior Small handbags.

Liu Yifei, Angelababy, Li Bingbing, Wang Luodan, the four actress, are playing the Lady Dior Small handbag Tanabata limited. Do you have a heart attack too?

Liu Yifei, Angelababy, Li Bingbing and Wang Luodan are four women stars in the Lady Dior Small handbag.

Music as super TV broadcast channel, music is based on vertical integration of music as the ultimate creation of eco innovation products, not only can provide users with a large number of film and television content, but also can provide advertisers with distinctive brand marketing methods.

According to Dior's brand positioning and brand image, music tailored to Dior's exclusive channel Live90 enterprise broadcasting platform.

Music as super Live90 platform is customized for Dior's exclusive broadcast platform, the aggregation of Dior related more than 100 video content, 24 hours uninterrupted rotation, so that viewers through the super TV HD screen, a clearer and intuitive understanding of Dior's brand culture and artistic style.

According to Dior's brand positioning and brand image, music tailored to Dior's exclusive channel Live90 enterprise broadcasting platform.

At the same time, in conjunction with this event, Dior has also launched online brand space on super TV, which is divided into five columns, including brand history, Dior starlight, show gold color, latest fashion, beauty makeup and fragrance. It covers Dior's 2016 latest show, show backstage tidbits, Dior's ready-made clothes, handbags, and zhubao technology; Dior advertising blockbuster (Jennifer Lawrence, etc.); Dior fashion show interview; interview with creative director.

In addition, in order to better meet the marketing needs of Dior, in the program layout process, we take full account of the Dior customer group and the tag attribute of the potential customers.

According to the labelling analysis of the music video data analysis system LeMatrix, the music and American audiences have the characteristics of being younger, highly educated and high earning, which fully meets the needs of Dior's potential customers scanning.

Using data backstage to label the content, and integrate the rich content of copyright in the music view ecosystem, to import a higher concentration target group for Dior.

In addition to the super TV end, music also integrates multiple terminals such as super phones, PC, Pad and other terminals to output, which can cover the living room, bedroom, company and the whole scene.

Dior's new releases, star activities, series of introductions, design concepts and other official promotional information can be achieved through video fast and fast to celebrities, white-collar and fashion people.

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Watching and buying is a content based interactive function of EUI system.

Users use music as super TV to view content, they can easily view and buy programs related products, and the same products will be pushed to users in time.

The purchase method is divided into two ways: telephone purchase and mobile phone scanning code purchase. Users can purchase and pay directly.

Music as the EUI operating system through the user viewing content, the use of big data analysis can draw the user's "portrait", thus using the music smart terminal users, will receive "good for the best" customized product push, will closely related to the content of goods pushed to the user's eyes.

Watching and buying is a content based interactive function of EUI system.

When the user is watching the live broadcast live, when you are watching the beer cup timeout, when you watch "Yue biography" with your friends, when you scream at the Grammy Awards ceremony, you can see that the contents of clothes, food, kitchenware, mobile phones and so on displayed on the live content of the super TV screen can be turned into your immediate order.

In the super live broadcast competition, Beijing's national music team is displayed on the screen. You can place your order directly on the same shirt.

The clothes, food, kitchenware, mobile phone and so on displayed on the super TV screen, all contents can be the "goods" that you immediately order.

The EUI operating system used by super TV is not only an operating system, but an embodiment of an ecosystem. It can span and open super TV, super cell phone and super vehicle terminals.

More importantly, music has opened the chain of IP production.

From content generation to content broadcasting channels, and then to IP extension of commodity introduction, until users purchase commodities, the whole ecological closed-loop is achieved.

Music, as the first brand of China's smart TV, is ahead of other Internet TV brands and traditional TV manufacturers.

At present, super TV users are concentrated in 25-35 years old, highly educated, and high-income groups. 58.1% of the TV users have super monthly income of over 10 thousand yuan, and more than half have their own homes and private cars.

Super TV users are also the list of Chinese celebrities. Honglei Sun, Li Xiaolu, Li Kaifu, Yu Quan and Wang Feng are all super TV users.

According to the data released by super TV user operation center, music as children's desktop in June has reached 130 million, an increase of 39% in the ring, and it is expected to play 160 million in July.

Music as big screen game in June active users reached 360 thousand people, paid game users ARPU value of 119 yuan, the rate of pay growth of 21%.

Sales volume of big screen shopping has increased rapidly, which has exceeded 2 million 400 thousand yuan.

Music as super TV has become the most valuable platform for TV industry.

Music as an eco marketing has attracted more than 200 brands including Mercedes Benz, BMW, Infiniti, Chanel, Dior and so on.

In 2016, the music company will invest 500 million yuan for all advertising partners to nurture big screen marketing through ecological subsidies.

It is reported that in the first quarter of this year, the amount of the order was 10 million, the advertising revenue in the single month was nearly 50 million yuan, the advertising revenue increased by 545% over the previous year, and the number of advertisers increased by 557% over the same period last year.

If the current magnitude and growth rate does not exceed one or two years, the big screen advertising of music will be in opposition with the status of Focus Media's small screen king.