Bosideng: Fashion Brand “Double Festival” Innovative Marketing Samples

Christmas and New Year's Day as the main battlefield of business marketing, homogenized marketing model so that the major brands are facing many challenges, how to invincible in the festival of marketing war? Accurate and insightful market trends, in-depth analysis of brand connotation, and subdividing people into “private-custom” edition promotion programs are the foundation and weapon for winning the “battle”. In 2013, Bosideng became pre-emptive in two sectors and emerged as an innovative marketing model in the bi-annual wars, becoming a sample of “double-section” marketing for apparel brands.

Bosideng Integrated Communication: Stereoscopic All-round Promotion

It has become a thing of the past to want to promote sales through simple sales promotions during festivals so that brand information can be effectively transmitted. In the smart age, many brands have realized the importance of 360° integrated communication. However, truly integrated communication requires a lot of resources, financial support, and strong market operation capabilities, which has deterred many brands.

Bosideng, with its unique advantages of more than 30 years of local operations, achieved 360° brand promotion during the double festival in 2013. “Shuangjie Shenghui” is the loud slogan of Bosideng’s double marketing in 2013. Bosideng’s “Shenghui” online brand Chaofan Community launched a “warm big fun delivery” interactive bargaining campaign, and online launched “Fan” Send 30 days to warm 1.3 billion people's large-scale promotions. If the online and offline activities alone do not seem to have outstanding highlights, however, integrating Bosideng's existing star activities into a two-day event is refreshing in the profusion of marketing activities.

Bosideng’s celebrity tour of more than 30 large shopping malls in 23 cities nationwide made people experience the double magic of the star effect during the double festival. Bosideng closely combines celebrity events and offline promotions. Stars try on signatures to launch celebrity down jackets to pull offline sales, and celebrity down jackets are embedded in online activities, linking to Tmall through coupon vouchers. The flagship store once again led to online sales. While using the celebrity effect to drive sales, highlighting the fashion of Bosideng products and the warm connotation of the brand can be described as three arrows, and the brand's multi-resource integrated dissemination effect can be maximized.

Dual channel reach: full coverage and close interaction

Some experts said that online and offline interactive marketing has become a trend, adapting to trends but innovation is particularly important. The online and offline dual-channel reach during Bosideng's 2013 double-twin period illustrates the innovative marketing model. Bosideng launched promotional activities involving more than 5,000 stores across the country, covering most of the country's cities. In less than a month, it caused a wave of national bosideng down apparel purchases. It truly achieved a “mad delivery 30 days, warmth 13 Billion people."

On the other hand, the online special online activities for young people are more interesting, and the bargaining scenes that often appear in shopping are presented online. Three secondary insured masters Wu Qixuan, Yan Yurong, and Gao Pinzhi were set up in the event and they each waited for each player to make a move. The humorous shop of the second year can not only meet the challenge, but also make a funny evaluation of the participants' bargaining tricks. The easy interactive mode makes the users have a great desire for participation. This is also a great trick for the success of this event. . The most crucial point is that, for users who have purchase needs, the price of goods obtained through their own price bargaining will have psychological satisfaction and be more willing to purchase.

It is through this highly interactive form that Bosideng not only attracted the attention of young people, but also further narrowed the distance with this group of people. Let them gradually realize the rejuvenation and fashion of Bosideng and establish consumer loyalty to the brand.

Precision Marketing: Promote Brand Breakthrough to Young Fashion

In the past two years, Bosideng emphasized the brand's transition to youth and fashion. In the face of the difficult problem of brand transformation, Bosideng officials said that they have an insight into consumer behavior and a deep understanding of their needs. Based on this, they are targeting different levels and regional target groups. Precision marketing will help the Bosideng brand achieve its long-term development goals of transition to youth and fashion. The online media and online interactive activities that are closely integrated with the lives of consumers and have personality characteristics are undoubtedly more plentiful.

The Bosideng brand's expressiveness. It is mainly reflected in the following three points:

First: The audience of online media is highly consistent with the potential consumers of Bosideng down apparel, and the number of Internet users has seen an explosive growth in the past two years. The unity of the population determines the greater role the network plays in the transformation of Bosideng.

Second: The interactive and diversified forms of the network help Bosideng brand communicate its expressiveness. Consumers can communicate and communicate with the brand through fun and engaging online activities.

Thirdly, in the era of information fragmentation, the widespread and rapid dissemination of the Internet will help the consumers to understand the latest developments in Bosideng brand and products, and that the timeliness, coverage and concentration of using the Internet media over traditional media can be achieved. Marketing purpose.

Online Bosideng has attracted a large number of potential consumers through online media and a large number of interactive activities. Under the Internet, Bosideng has covered loyal consumers in major cities across the country through meticulous product classification and advance discounts. From this we can see that accurate platform selection and insight into consumer behavior are Bosideng's magic weapon for preemption in double marketing. This accurate marketing approach for different consumer groups is worth learning and learning from.

In today's increasingly complex market environment, to achieve brand breakthroughs, accurate innovation and marketing is the key. In China's fierce battle to celebrate the holiday season, only tailored marketing programs can be won. Bosideng's 2013 double-precision innovation marketing has undoubtedly had great guiding significance for domestic apparel brands, and also provided a successful sample for the festival marketing of Chinese clothing brands.