Did Ou And Ali Compete Against Each Other In The New Year?

< p > it is learnt that the Internet first "a href=" http://sjfzxm.com/news/index_s.asp "women's clothing brand" /a "Europe OSA" in the late February, the public relations under the Gillivo Jiali, Le saunda lerstone, Max Factor honey Buddha and other bags, shoes and makeup category under the line of the big card, and launched its cross-border joint marketing activities in the Spring Festival.

With the advent of the era of big data, the online marriage and online marriage of Europe and Africa are the trend and the trend of the times.

Since the a href= "http://sjfzxm.com/news/index_s.asp" > the electricity supplier < /a > the bigwigs have turned the "double 11" from "singles day" into "a href=" http://sjfzxm.com/news/index_s.asp "Carnival Shopping Festival < /a >, and have gone all the way to extend the" big hand "to the women compatriots.

This year's March 8th has obviously become the second Alibaba's "watching" festival. It has changed into the O2O Mobile Life Festival under the Internet.

It seems that the e-commerce platform and those online brands that have been parasitic on the online platform have been unable to sit up for the past year.

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< p > > OSA a > href= http://sjfzxm.com/news/index_s.asp > fast fashion brand < /a > try joint activities is not new. When it comes to the cross-border alliance of the fashion industry, the most favorite thing is "H&M".

Since the successful capture of the fashion queen Carle La g field in 2004, after winning the fruit for the first ten years, Roberto Cavalli, Stella McCartney, Viktor&Rolf, Wakubo Rei, Matthew Williamson, Jimmy Choo, Sonia Rykiel, Lanvin, Beckham, Madonna and other famous brands and artists have successively held hands with them, and launched a wide range of cross-border joint products to capture the hearts of large fans.

Strong brand relations, extensive publicity and promotion, cooperation and boutique series, and the incitement to rush to buy the frenzy, such a mode has already been very sneaking away by the offline giants. Is the brand of "unfamiliar" brand even able to pick up its fruits in the field of cross border Union even if it is a big band with the line?

< p > according to people familiar with the matter, the cooperation project of < a href= "http://sjfzxm.com/news/index_s.asp" > /a "OSA" and Gillivo, Le saunda and Max Factor started at the end of December last year. If we follow the traditional joint ideas, it will take at least half a year or even a year to complete the negotiation, cooperation, design, production and publicity, and finally arrive at the sales terminal, and the activities of the European Union have been fully prepared for two months, and online shops and related social networking platforms have been fully launched.

It is reported that, first of all, it invited the Kevin, the Asian make-up master, to provide a full range of costumes, bags, shoes and make-up collocation schemes, and then assembled the star products of the partners to make a detailed photography plan, deduce the theme of "spring beauty every minute", and further spread the spread through the shop thematic pages and the social platform.

Obviously, the Internet type cross-border alliance of OSA has tried to pform the way to develop "cooperative products" into a "metaphysical concept" that spreads the same metaphysics, which is the biggest difference between it and traditional combination.

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< p > OSA, Gario, Lies Dan and Missy Buddha have different brands, but their products are oriented to the white-collar elite of the first and second tier cities.

In spring, this group needs to face a lot of pressure. Job promotion, new year's job description, job changing interview, even blind date, too many needs to express themselves in front of people.

And brands use this opportunity to tell customers exactly how to make the most beautiful themselves at all times, dress appropriately, dress appropriately, convey a fashionable and confident white-collar elite lifestyle, and gradually integrate sales, interaction and service into the customer value chain.

But the product attributes are more independent and have the same or repeated consumer groups. It is a pioneering idea to explain the concept through the way of cross-border alliance. It is more important to use this idea to deeply rooted in the audience's heart.

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< p > advertising, public relations and media cooperation is a common propaganda method used by brands under H&M and other lines. But in November last year, the cooperation between H&M and French new generation designer Isabel Marant was frozen due to the impact of online double 11 activities and lack of publicity. Some people questioned whether the H&M Era of queuing up to buy large brands of cooperative limited money has become a past tense. It has to be admitted that the traditional propaganda tools have already declined, and how to use the explosive information dissemination power in the Internet to help cross border cooperation propaganda is also a problem before the brand of trying to "cross network cross-border integration".

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From P to OSA, we can observe that the brand side is not only able to radiate activities to various online shops to help sales (but also rare hangs on the first focal point of every inch of gold), but also cooperate with the naughty girl, the official platform and Sina's "micro Chaozhou" to launch a number of consumer interaction experience activities on various social platforms.

To invite the famous cartoon character "Xiaoyao chicken", the author, "Mario Xiao Huang", combines the popular topics of customized promotional cartoons, micro-blog large forwarding recommendation, WeChat interesting fashion experience Museum games, friends circle sharing, Amoy girls' canvassing, and the like, and so on. We use the strategy of product sales and brand community marketing in parallel, so that cross-border themes can be spread and promoted on the Internet.

The author observed that by the end of March 14, 2014, only two weeks later, it was only about thirty thousand topics for the discussion of micro-blog OSA's "beauty time and every spring wear". It is expected that the topic coverage will exceed 50 million people, and a large number of high-quality orange V beauties will join the brand activity.

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< p > < a href= "http://sjfzxm.com/news/index_s.asp" > Ali "/a" and "Sha Sha OSA" such electronic business platform and brand in a short time to promote online and offline linkage has been phased results, but to achieve the brand concept from plane to three-dimensional, from passive reception to active recognition, from visual experience to Lenovo change, so that the overall brand image and brand association tension is a long line, need to spend time to study.

The author thinks that there is still much room for online and offline interaction. For example, can we borrow the momentum of "a href=" http://sjfzxm.com/news/index_s.asp "O2O < /a" to take the online activities to the bottom line, execute the floor, or draw lessons from the joint marketing ideas of some traditional brands, and jointly launch the commodity planning with the offline brands to enter their physical windows? Or, we are more daring to let the brand customers enter the joint product development, design and decision-making process. We can not bombard customers with a lot of information. The faster and slower the orderly strategy is, the more we need to grasp the pace in our own hands.

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