The enthusiasm for Spring Festival consumption is rising, and many people have begun to buy New Year's goods or prepare for the Spring Festival holiday travel. This is a carnival for consumers, and it is also the first period for brand merchants to explode traffic. In this "Douyin New Year's Festival", many brand merchants have made a very bright start to their business in the New Year with the help of the rich product strategies and incentive policies of the huge engine. Huge Engine has specially launched the closing feature of the New Year's Festival 2024 Goods Festival Marketing Apocalypse, which takes three brands in the apparel industry as an example to reveal the secrets of brand merchants' New Year's business explosion.
01 FILA: Brand x star x innovative interactive products, detonating the global transformation of the New Year's Festival
In this New Year's Festival, FILA launched a hot list of celebrity marketing in the content field, and the celebrity spokesperson linked the lucky New Year of the Dragon to innovate and interact, and at the same time combined with the brand's own characteristics to customize stickers + fashionistas to plant grass interesting content, detonating FILA's red product marketing; In addition, the global transformation of the search operation of the shelf field, the content search operation of the talent planting, the special traffic of the search product, and the blessing of the live broadcast + super brand day resources to help the business explode.
In the end, FILA achieved a crowd breakthrough and a global **3700 million, brand 5a population added 17.4 billion; The business is super explosive, ranking TOP1 in sportswear; The new entrance GMV of the shelf yard is 68 million+, and the search GMV is 47 million+, which promotes the overall growth of the business.
02 Heilan House: Linkage New YearipCo-creation to help the business continue to expand
Different from other brands, this time, Heilan House launched the brand New Year micro-movie "Riding the Dragon Up, Soaring to the Sky", with a number of celebrity guests integrating kung fu, comedy and other elements, and for the first time opened up the co-creation model of the brand's blue V number * star cohesion * massive star map. In the end, the number of *** exceeded 52 million+"Heilan House"、"Heilan House New Year's Festival"、"Heilan House Chinese New Year movie"Climb to the top and search for hot words after watching TOP3.
In addition, the brand is blessed with the dual IP of CNY's "New Year's Flavor Booster Plan" + "China's ** Co-creation Season"."Poisonous tongue movie"、"The Legend of Cloth Clothes"、"Raven Movie"and other 20 film review numbers for the second creation of the spread,"Wang Qiye"、"Loose Kai"and other 8 star map experts participated in the brand-related topic challenge, reaching 300 million, and the business expanded by 4x%, realizing the opening of consumers' minds and the brand breakthrough.
03 Hanlandas: Precise crowds plant grass in multiple scenes to seize the category highland
During the New Year's Festival, Hanlandas achieved rapid breakthrough of the crowd through eight groups of people, including exquisite mothers, small-town youths, and Z generation, through star material mixing + TA purchase, and short-term high-frequency layout of talent planting, and seized the category highland with scenario-based reach, and realized the category occupancy of the big promotion node to drive business transformation through multi-level and multi-scene reach.
In the end, the GMV increased by 54% month-on-month, and the explosive product business contributed 87%, achieving a rapid explosion in business scale.
With the help of the huge engine, thousands of merchants seized the opportunity of natural traffic and strong consumer demand during the New Year Festival through New Year's business strategies, operation methods and product play, and achieved a global business explosion. Now, the Spring Festival non-stop activity has been opened, seize the marketing opportunity of the New Year's node, let the business grow again, and have a happy New Year!