The Brand Of Beijing Fashion Holding Company Joined In The "Happy Rat Year".

In recent years, fashionable and creative products with Chinese cultural elements are becoming more and more popular among new generation consumers. More and more brand cross-border cooperation has become a trend. In order to welcome the new year of the rat, Beijing fashion holding company TOPNEW, PURE TOUCH Brand alliance Jitter with "Happy rat year" Cross border cooperation for the theme, jointly designed and released "Happy not to think rat" -- a joint bursting sweater for the new year's clothing of the great year of great benefit. In the design, the Chinese Zodiac culture elements are ingeniously integrated into the Chinese Zodiac culture. This is also a useful attempt and exploration of Beijing fashion holding brand operation to increase openness and cooperation, cross-border integration and innovation and development.

First joint trembling creation

Cross border weaving on new year clothes of rat

Beijing fashion holdings, formerly known as Beijing Textile Holdings, was renamed Beijing fashion holdings in 2016 after being approved by Beijing Municipal People's government. In recent years, Beijing fashion Holdings "Leading fashion, weaving a better life" For the mission, we must adhere to the principle of innovation and quality, and take the initiative to adapt to the strategic positioning and high quality development requirements of the capital city, accelerate the transformation and development of fashion, and constantly consolidate the foundation of the fashion industry. Brand operation, cultural creativity and information technology The fashion industry pattern supported by the three major industrial sectors has successfully created a fashion industry development platform for Beijing fashion week. This event is the first time that Beijing fashion Holdings has joined cross-border cooperation with the original domestic short video sharing platform. The joint product is aimed at "jitter and sound creation of a better life joint plan", and through the jitter original spring IP exposure. TOPNEW, PURE TOUCH Brand communication explains the development of fashion brands from a fresh perspective and a new way, and meets the diversified and personalized consumption needs of young consumers.

2020 is the year of the rat. "Happy mouse" The joint product based on design elements is intended to bring new year's greetings to consumers. Clothing as the carrier of zodiac culture's endless influence, in a joint way to connect the brand with the Chinese nation's traditional culture, to integrate the elements of fashion and culture into the joint products, perfectly combine the zodiac culture with the fashion trend, so that the products have the fashionable appearance and traditional rich cultural connotations, bringing the most perfect product presentation to the new spring.

Online and offline "Le mus"

New charm of domestic goods

The "happy rat year" campaign will be carried out on the line through the activities of the "rat new year dress challenge" campaign in the shaking station. Through the open screen advertising, search for eggs, jitter, and the release of the same sweater video, the users will be able to attract the attention of the short video of the shaking platform and form a good communication effect.

For 5 days. "Happy not to think rat" -- the flash shop under the line of the new year's clothing. In January 8th, Fang Heng shopping center, a fashion holding company in Beijing, was launched at the same time. The exhibition area, interactive area, and joint product and derivatives sales area will be set up. Through the combination of the "wonderful rat year" product and the new year's creative three-dimensional space, consumers can feel the dense traditional culture and pleasant visual experience. In addition, TOPNEW, PURE TOUCH Brand online Tmall, Jingdong and Taobao stores can also order limited joint products at the same time.

The traditional Zodiac cultural elements, the fashionable cartoon cat and mouse pattern and the original style of the brand are combined with this product. TOPNEW and PURE TOUCH It is a positive attempt to actively explore new models, tell brand stories and reintegrate into the new consumption formats. TOPNEW brand has sixty-seven years of accumulation and space quality professional strength of the copper cattle group, the brand is committed to bring consumers "refined and elegant taste" experience, to create a healthier natural taste of life. The PURE TOUCH brand of Dahua fashion, a time-honored brand in Beijing, focuses on the expression of young fashion and modern lifestyle. Adhering to the brand development concept of "inheriting classics and integrating innovation", it has been committed to the integration and development of Chinese traditional culture and modern fashion culture.

It is also understood that this cooperation is also the first stop of the year of rat in "shaking the sound and creating a better life joint plan". The vibrant voice of more than 400 million active users, relying on its three advantages of national level flow, content based social networking and epidemic ecology, aims at marketing cross boundary linkage with the head brand, and jointly creates a case of industry and user reputation explosion cases, so as to achieve innovative marketing and influence improvement, so as to promote the brand value of both sides.

The "good mouse year" limited cooperation series activities have enabled more young people to recognize the "new charm" of old Chinese goods and to get enough of the "national tide" addiction. In the future, Beijing fashion holding will cooperate with vibrato to carry out fashion culture, dig deep into its brand clothing culture, integrate new technology and new trend, and strive to inherit and innovate the brand clothing culture, contributing to the construction of Beijing cultural center.