Catch The Outdoor Economic Wind, And "Shake In The New Trend" Helps Crocs Create A New Trend Of Grass Planting

In the post epidemic era, a new type of theme words "market", "camping" and "outdoor"“ Economic outdoor ”There was a big explosion.

According to the data, in 2021, the market scale of camping sites in China will grow rapidly, with a growth rate of 78.0%, and the market scale will reach 29.9 billion yuan. It is estimated that the market size will reach 35.4 billion yuan in 2022.

In the user scale continues to grow under the attraction, many Outdoor brand Also seize the trend, through the creation of trend IP, precision marketing to achieve the grasp of market opportunities.

In recent years, Crocs brand linkage shaking sound e-commerce clothing industry IP shake in a new trend, to wear a new adventure During the campaign, we achieved a brilliant record of gmv1300w +, total exposure of 8000w + and daily turnover of 400W +.

From the perspective of marketing, from online preheating to offline explosion and then to the end stage of sales transformation, the new trend of shaking in not only helps Crocs to create a new trend, but also achieves the effect of integrating quality, efficiency and sales in the cultural communication with young people.

　 　01

Products in the new season into the outdoor track

Raising high and fighting high to attract users' attention

　　 Crocs It's a company headquartered in Colorado, USA Shoe design retailer "Come as you are" is the brand tenet.

Crocs' brand concept is in line with the current young people's pursuit of freedom psychology. In the market exploration, Crocs also found the content marketing advantages of tremolo e-commerce, so the two immediately matched and quickly launched a vigorous marketing campaign.

In the warm-up stage, Crocs publicized the city exploration advertising film of star spokesman Bai Jingting and the grass planting video released by KOL, and linked the whole network at the same time brand At the same time, it also plays a star effect to attract users to Crocs live room to promote subsequent sales transformation.

From the marketing point of view, young people aged 21-40 are the main participants in outdoor sports and pioneers in the dissemination of fashion culture. At the same time, they are also the target users of Crocs in tremolo e-commerce.

Star and KOL play a good demonstration effect on young users, and with the help of the recommendation mechanism of chattering information flow, it can not only attract the attention of target users, but also can complete the accumulation of brand potential energy in the new opportunity of products.

From the perspective of content selection, whether it is Star City Adventure advertising film or talent outdoors All the people make a short outdoor camp. When high-quality content comes to the UGC scene, such as throwing stones into the water, it can quickly arouse fans' strong emotional resonance.

In the last quarter, Crocs achieved the goal of brand recognition in a more powerful way with the massive user base and accurate user group communication.

　 　02

Linkage inside and outside the station

Co creation of online and offline brand culture

The two-day warm-up of stars and KOL has attracted more than 40W people's attention. In addition, the new wave of shaking in quickly integrated the online and offline activities, and cooperated with the nuts featured offline camping activities held by Crocs.

Due to the high threshold for offline activities, camping activities can further help Crocs precipitate core fans, screen out influential and actionable Kocs, and expand the influence of small circle layer with their content creation ability.

It is understood that this offline activity covers 15W fans in the whole network of shuoyin / wechat / xiaohongshu / Weibo / station B / dewu, and the accumulated exposure of Da Ren cooperation is 100W +.

Apart from communication, camping is also an important part of the construction of Crocs brand outdoor culture.

Young people like to walk on the road, not simply for fun, but through the way away from the noise and close to nature, they can have sincere communication in a pressure-free environment, and then establish high-quality social relations.

In order to meet the emotional needs of young people, outdoor sports also quickly evolved from traditional mountaineering camping to various forms, including different cultural carriers. From picnics to camping to grassland music festivals, popular outdoor entertainment has become more and more abundant.

Therefore, how to help young people walk more comfortable and closer to nature, and how to pass on culture and create brand with fans through diversified outdoor projects have become the key development direction of Crocs. By organizing fans' activities, Crocs not only continues to pay attention to the mobile young pioneers of the next generation, but also lets the brand play and chat with fans in the process of personal participation.

　　03

Strong conversion in live broadcasting room

Cross border IP Product driven product sales explosion

Taking off-line outdoor camping as an opportunity, Crocs broadcast the whole outdoor camping scene.

With the theme of "free outdoor", the live broadcast aims to attract users who are interested in outdoor activities and lifestyle by using the scenes related to outdoor camping, improve the exposure click in and stay time of users in the live broadcast room, and enhance the enthusiasm of the target user group for subsequent orders.

In the live broadcasting room, Crocs also launched IP enabling products such as Bai Jingting, Ouyang Nana shoes and co branded products, which not only convey brand values, but also improve the grass planting efficiency of the products. At the same time, the talent live broadcast platform and rich creative content also create a new consumption experience for Chinese young consumers.

It is understood that this live broadcast adopts the form of outdoor scene self broadcast and pyramid master matrix live broadcast to help maximize the volume of new products. The advantages of using this form are self-evident.

On the contrary, due to the different consumption patterns of live broadcast operators and online consumers, the live broadcast will not reach the same level of content due to the different consumption patterns of different brands and brands.

Secondly, by deriving the scene of brand self broadcast to the outdoor, the brand leads the fans to cloud camp, which not only brings a better sense of live experience and participation, but also uses the differentiated and scene based live broadcasting room to break the boundary between the content field and the consumption field, so that the audience can get an immersive "buy buy buy" experience.

According to the data, the whole live broadcast achieved a brilliant record of more than 4W pairs of shoes and a total of 50W + of talent diversion, which can be described as the real integration of product and sales.

Summary and thinking

With the gathering of young consumers, Shuo Yin e-commerce platform has become an important scene of brand trend marketing. The biggest highlight of this activity held by Crocs and shake in new trend is to firmly embed the word "trend" into users' life, and use rich live broadcast matrix and resource linkage to realize the integration of quality, efficiency and marketing.

On the link, the activities first attract users' attention with online trend playing methods, and then enhance users' sense of identity by using offline immersive scenes, and then create multiple live broadcast scenes to promote users to place orders and gradually deposit assets of 5A people; In terms of content, the rich co creation content further completes the brand level cognitive building, cultural communication and value precipitation.

It can be said that the new trend of shaking in is not only shaping the cultural trend, but also bringing more far-reaching and win-win "market trend" for brands and consumers. (source: black horse Marketing)