The Submachine Suit "Rushes" To A New Position In The Dithering E-Commerce

The hot summer is gradually over, and the golden autumn has arrived. From the cage of life to the pleasant wilderness, a change of lifestyle may be satisfied by changing into a set of assault suit. This year, with the spread of "sports craze" and the popularity of mountaineering, hiking, camping and other activities, related articles represented by clothing have become more diverse and trendy, providing a carrier for people to participate in sports. Among them, the submachine jacket, with its outstanding windproof, waterproof, lightweight and breathable characteristics, shines brilliantly. With its changeable style and versatile style, it has gradually become a leader in the current fashion trend. According to the statistics of the Research Institute of E-Commerce, in 2023, compared with 2022, the number of newly released videos and the number of content interactions of the trembling sound jacket increased by 396% and 279% respectively.

While the category is hot, the number of brands also increases rapidly. At the key nodes of renewal, how can category practitioners achieve business growth through good products and good marketing? In the middle and late August, in combination with the outdoor sports trend in 2024, Diaoyin E-commerce launched the IP activity "Diaoyin National Sports · Life Rush Guide". On the one hand, the platform promotes charge Clothing merchants win new nodes; On the other hand, strengthen the category flagship brand mentality to lay a solid foundation for long-term development.

According to statistics, during the activity period from August 18 to 31, the overall outbreak of the relevant categories of assault suit exceeded 100%, the outbreak of commodity cards exceeded 120%, and the traffic of the scenario live broadcast room increased by 130% month on month. The overall business level of the category has risen significantly, including new entrants in the category of assault clothing, such as Camel, SKECH, Jiaonei, GSON, Snow Fly, Mammoth, Bosihe, and so on, which have achieved the same progress in brand influence and business.

　　 01: Dig content "deep":

Resonant "rush up" attitude towards life

With the rapid expansion of the market of assault suit, the homogenization of products and brands has gradually emerged. For brands, how to make products show a sense of difference and let users remember? The content that is innovative and fits the characteristics of the category becomes the key answer. Different from other clothing categories, the assault suit is born to meet the needs of outdoor scenes and has a sense of fashion at the same time. The word "charge" shows the attitude of users to boldly explore the world and embrace a new lifestyle. Therefore, exploring and rediscovering the meaning of life brought by clothing with users in this new season has become the entry point of this activity.

During the event, Dithering E-commerce Cooperate with Zhu Weiqiang, Hong Xiao, Xi Rui, Zhang Tiger, Liao Bo, Zang Hongfei, Lao Liu, Zhang Shuo, Zhang Xiaoxiao and other popular authors on the platform to create theme videos and deepen the connotation of the "Life Rush Guide". In the video, they walked into Tengchong and Tiger Leaping Gorge in Yunnan, "escaped" from the earth, washed away the "class flavor", stimulated user interaction with a dialogue full of sense of life, and interpreted the life attitude of wearing a trench coat and exploring various possibilities in the wilderness of life.

In the dithering, # assault jackets are so beautiful that they fall in love with the outdoors, # mountain style that makes people look forward to autumn, # sharing my AI life assault guide and other topics about assault jackets continue to ferment, and many hot spots are on the list. Among them, # assault jacket is so beautiful that it falls in love with outdoor The topic was listed on the top 1 of the grass planting list, and the topic exposure exceeded 200 million, triggering users to actively search for more than 8 million times, making the trench coat a focus category in this season.

　　 02: Look out of the scene:

Show the function and fashion sense of assault suit in the wilderness

Live broadcasting has become an important form of communication between brands and users. At present, when users enter the live broadcast room, they not only pursue high-quality and affordable goods, but also have a unique and comfortable watching experience. In the clothing industry, many brands have found that setting up real use scenarios and conducting immersive live broadcast can not only better display the product selling points with the help of the scenarios, but also improve the transformed product efficiency. For the category of assault suit, the advantages of scene live broadcast are more obvious:

First, the advantages of products are more prominent. Outdoor, yes pizex The primary use scenarios of the product, such as windproof and waterproof functions, are also often important selling points of the product. Placing the product in a real use scenario can allow users to experience the functions intuitively.

Second, the viewing experience is more comfortable. Users have a natural affinity to natural scenes; The consumers of the assault suit category have a preference for outdoors and nature. When talking about outdoor products in outdoor activities, it is easy for users to immerse themselves in the scene, such as their "clothes".

Third, the change of live broadcast scenes from indoor to outdoor has brought a sense of surprise. It reminds users that it is time to buy a jacket and enjoy the outdoors when the season is changing.

Based on this activity, "outdoor" has become the key word of brand live broadcast. During the event, several brands landed in Wugong Mountain, Yubeng Village, Meili Snow Mountain and other regions, and cooperated with the platform to create more than a dozen outdoor live scenes. The overall natural flow of the live broadcast room increased by more than 100% month on month.

　　 Scene type new product press conference+in-depth explanation by outdoor experts, mammoth new products are ready to go online

In the event, mammoths teamed up with Zhu Weiqiang, the outdoor talent of the platform, to create "ULTIMATE VII" Embroidery red label "scene style new product release conference, realizing" new products are ready for sale ". At the press conference, on the one hand, the brand linked with the situational explanation of the vertical talent, so that users can intuitively feel the performance of mammoth products; On the other hand, there are many surprises in the live broadcast room. Every 15 minutes, the Apple Gift Bag makes users more willing to stay. The special traffic of the final new product launch increased by more than 600% month on month in the benchmark period, and 2700 new products were sold out as soon as they went online.

Outdoor live broadcast creates a sense of experience atmosphere, and the brand's single day sales transformation increases significantly

During the activity, Boxihe created a special session with the Selimu Lake in Xinjiang Alatai as the scene, and interpreted the selling points of the product by means of observing details and testing performance, so as to make the outdoor live broadcast more atmosphere. Camel has built a Meili Snow Mountain special show with seven live broadcast booths, creating a better audio-visual experience with the scene based live broadcast language and refined site design, and enhancing the user's sense of closeness to the brand. The number of core outdoor live broadcast of the two brands exceeded 100%.

　　 04: The layout is "fine":

Grasping the key to the transformation of Diaoyin e-commerce, business is more certain

Good content and experience can enhance the competitiveness of clothing businesses. It is also crucial to fully layout the dithering e-commerce scene and improve the conversion efficiency. In this IP activity of "Shake in the National Campaign · Life Challenge Guide", some leading brands, based on their understanding of the transformation logic of Shake in e-commerce, "co built" with the platform from three dimensions of good pallet, systematic marketing, and accurate transformation, presenting the effect of product efficiency integration.

Take the camel for example. In terms of goods strategy, we will improve the goods gift mechanism, including large sized backpacks+hats, camera bags/messenger bags+hats and other benefits for other accounts, so as to attract users to place orders in the brand event with greater and more lasting gift strength. In addition, camels actively layout the field and participate in the super value purchase/big brand Ole And other games, and issue various types of coupons within a limited time to attract users to quickly clinch deals. Under the influence of sincerity, good gifts and competitive price mechanism, many ten million level explosive products were born in the event.

In terms of marketing action, Camel constructs spokesperson content+self built topic+media interpretation, three-dimensional content matrix, which is both hot and deep. First of all, through online endorser content+special rights and interests, build up popularity for the endorser's new products of the same model. Secondly, the hot spot of "assault suit is the armor of choice in rainy days" was created. Up to now, the hot spot exposure has exceeded 50 million, and the topic has been listed in the top 5 of grass planting list for two consecutive days. Driven by the hot spots, the brand has obtained 580000 relevant searches.

In addition, Diaoyin Mall x CCTV Network x Camel worked together to create documentary short videos. Starting from the life of "Spiderman" in the snow mountain, it not only demonstrates the excellent performance of camel's sportswear products in comprehensive protection and fear of wind and rain, but also conveys the brand value of protecting the environment and coexisting with nature. At the same time, in the form of outdoor live broadcast, the event also shared outdoor spirit, spread outdoor knowledge, and demonstrated product performance with guests such as Cao Xuanyi, the host of CCTV, Tian Liang, an e-commerce expert, Luo Jing, an industry expert, Lv Haowei, a staff member of Snow Mountain, and so on. The live broadcast exposed more than 5.5 million people, watched nearly one million people, and received more than 440000 praise.

In terms of transaction transformation, Camel took advantage of the hot topics of the platform+high-quality content of its own matrix to optimize the topics and improve the acceptance effect. During the activity period, the overall payment of the brand exceeded 100 million yuan, the month on month growth of search payment was 12 times, and the super single product exceeded 25 million yuan.

In order to help the brand facilitate the transaction, the Diaoyin Mall has superimposed the play methods of today's main promotion, inventory of popular products and so on. They have effectively accepted the traffic brought by the search, and a large number of popular products were born in the event. In the "Today's main push" incremental real-time ranking list of the Tiaoyin Mall, users can get a glimpse of the stores ranking high in the category of assault clothing, and strengthen the mind of high-quality stores. In the "Super Value Shopping" section, the Tiaoyin Mall launched the "Charging Guide" option, counted 400 premium charging jackets, created a theme day for super value shopping, and actively selected the best products to users, resulting in a number of million/ten million level best products.

The IP activity of "Dithering in the National Campaign · Life Rush Guide" is another case of dithering e-commerce cooperating with brands to crack down on sub categories. The platform cooperates with the brand to achieve new growth. Diaoyin E-commerce sees the market opportunity, creates a market for the brand, inspires user recognition with hot topics together with the brand, and embeds the "selling points" of the assault suit brand and products into the outdoor scene, fully leveraging the minds of users. Then, the minds of these users were taken over by the distinctive brand broadcast rooms and shopping malls, and converted into transaction orders. This innovative mode of "opportunity - mind - deal" is easier to highlight the unique brand value, impress users and transform efficiently.

With the continuous investment of the platform and the continuous establishment of a benign marketing ecology, the brand business will launch a "charge" to a higher level, which will not last forever. In the future, we will see more interesting, interesting and transformative clothing industry activities, helping more businesses to continue to expand their business.

Editor: July 7