What Changes Did The Marketing Thinking Bring After The Change Of Hai Lan'S Home?

Behind the content of the fancy play is actually a positive push from the top down to the pformation and upgrading of the group, as well as the constant pformation of operational marketing ideas.

Previously, Hai Lan's home

Most of the impressions remain in the "men's Wardrobe" two times a year.

In the age of popular media, the image of "National Men's clothing" was established through smashing advertisements.

In recent years, Hai Lan's family has pushed forward the younger generation.

Whether products or advertising, through the joint name, cross-border and IP operation, Hai Lan's home is becoming more and more.

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IP's public welfare attempt

According to the world clothing and shoe net, in May 23rd, the public welfare activities jointly launched by Hai Lan's home and water brother officially launched. Fundraising helped the strongest brain poor and mountain poor children to pursue their dreams, appealed to all sectors of the community to care and support them.

Because of the variety show "the strongest brain", Wang Yuheng is known as "water brother".

At the beginning of March, the family of Hai Lan found water brothers.

But compared to the famous stars, movies, etc., is Shui Ge a strong IP?

In the view of Hai Lan's home, water brother has talent and feelings, and it fits well with the brand of Hai Lan's home.

The most important thing is that the water brothers and Hai Lan's family have a heart of public interest.

Hai Lan's family invited water brother to design a public service suit for the event, and put it on Tmall flagship store, selling 1 yuan for each item, and donated 100 yuan for each house sold at sea.

On the 23-25 day of May, it was put on the shelves at 10 o'clock daily, and 10 thousand T-shirts were sold out instantly, raising a total of 1 million yuan.

Another identity of Shui Ge is a professional designer graduated from Tsinghua Academy of fine arts. The design of this joint T-shirt is all painted by water brother.

In addition to this public service suit, other series of joint funds have also received good market feedback.

In 2011, the annual sales volume of Hai Lan's household appliance business reached 3 million 980 thousand yuan, breaking 1 billion 200 million yuan in 2016 and reaching 200 million visitors per year.

For today's Hai Lan home, Tmall platform is not only a sales channel, but also a brand marketing position.

"The meaning of the electricity supplier is to serve the whole brand."

Hai Lan's home business is responsible for electric power operations.

How does Hai Lan's home become fashionable?

Beginning in 2014, Zhou Lichen, led by Hai Lan group, took the lead in co operation with the NetEase and the China Social Welfare Foundation "warm current plan" to launch the "one gram warm" public welfare activities. The IP's public welfare attempt is also the successful test of the brand's image pmission.

Originally, he had directly led the business, advertising and other departments, the sharp capture and timely response to new things, so that the brand image of Hai Lan's home has changed dramatically.

At the beginning of this year, Hai Lan Shai Zhou Lichen served as president of Hai Lan group.

How to catch up with the fast development of China's fashion industry is a problem that Zhou Lichen and Hai Lan's family have been thinking about.

With the 80 and 90's becoming mainstream consumer groups, Hai Lan's home made adjustments to product style and advertising.

For example, in the style design, take the younger route, introduce Lin renewal, Chen Xiao and other popular young people to join the spokesperson, and support the "running brothers", "the strongest brain", "if you are the one" and other famous variety shows in the form of clothing sponsorship, focusing on the accuracy of crowd positioning.

Last April 8th, Hai Lan's family joined hands with the Oriental dream factory to launch the Madagascar film series derivatives.

Hai Lan's home, which has always been criticized for its old style, takes advantage of IP's ride to try to improve the product's fashion.

This is considered by the industry to be a strong alliance of IP+ supply chain.

The IP of Dongmeng DreamWorks is a endorsement for marketing and drainage, and the supply chain of Hai Lan home promotes product performance to price ratio.

In addition to IP, in September last year, Hai Lan's family launched the designer project for the first time by working with the Xander Zhou limited series.

Xander Zhou said that both sides wanted to do something interesting.

As the first brand of men's clothing in China, entering the second tier market and entering the fashion circle with the joint name may be the next goal of Hai Lan's home.

Behind it is the upgrading of marketing ideas.

Hai Lan's home always takes the first place in building online and offline brand recognition and improving user stickiness.

In 2017, the trend of consumption upgrading was swift and violent. In fact, the marketing mode of IP reflected the pformation and upgrading of Hai Lan's family in marketing thinking.

First of all, insist on product while changing the mode of communication.

For a long time, Hai Lan's family has been insisting on the "same price and the same price" under the online and offline industry. By promoting the layout of the product ahead of time, it has created a multi explosive portfolio and promoted the rapid growth of the whole category.

In the face of the new consumption pattern, Hai Lan's home is exploring new communication mode and operation mode. It not only realizes the pformation from commodity operation to the concern of user needs, but also is no longer confined to single media, and tends to multi media and multi form diversified three-dimensional dissemination.

In order to cooperate with the media, Hai Lan's home has upgraded the visual system, joined hands with international fashion agencies, integrated resources to enhance brand fashion, and created visual impact of brand electric business.

Second, upgrade operations, dig deeper into traffic and improve pformation.

On the one hand, we must make full use of existing traffic channels to break through the limitation of hierarchical traffic through meticulous operation, and on the other hand, keep up with the latest marketing trends of the platform and export contents.

"Taobao has added a lot of content modules over the past two years, so Hai Lan's home has been bringing forth new ideas in many aspects such as multi screen interaction, content dissemination and short video."

Dasheng said, "communicating through pictures, articles, videos and users is not only about price, style, but also product concept, forming emotional identification through content and users."

The content of Taobao Tmall is essentially a battle of user online time.

"How long we can occupy users depends on how attractive our content is."

Thirdly, upgrade the product plan.

Dasheng introduced that nowadays consumers tend to consume goods and consume goods first. Therefore, Hai Lan's family first planned to layout TOP commodity matrix, then wrapped the product in deep level, and launched products such as tannin series, cotton hemp series and artist series, and planned different plans for different people.

By providing online after-sales service for online replacement, Hai Lan home business team improves customer service experience, thereby increasing purchase rate and repeat purchase rate.

Finally, upgrade customer service system.

Customer service is a labor-intensive post, so many brand electric providers often choose to cooperate with third parties to outsource customer service and relieve employment pressure.

Dasheng said that the family of Hai Lan insisted on not outsourcing.

In view of the current more than 100 customer service team, Hai Lan's home mainly consummate and upgrade services through three ways: 1., carry out a series of training to make customer service professionalization; 2., supervise management to standardize customer service; 3.PK assessment allows customer service to actively carry out service tracking.

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