Digitalized Management Based On Live Broadcast Of The Star Has Led To A Two Quarter Increase In Battle.

Along with the emergence of jitter, fast hand and Taobao live broadcast, the direct seeding electricity supplier market is developing rapidly. Originally used the plane model creative pendulum picture and text as the carrier of the electricity supplier, the clothing industry now almost collectively toward the direction of direct seeding. The first-line brands including XTEP, Anta and Lining have tried the water network red belt goods, in order to enhance the brand influence and sales volume. As a benchmark brand in the field of golf costume subdivision, Bi Yin Ling has also started a live trial recently, creating a clothing industry star broadcast brand.

At 8 p. m. on May 30th, Yang Shuo, the brand spokesperson of bryin, launched a live broadcast of the theme called "listen to you," attracting some 15W fans to watch. In the live broadcast, Yang Shuo shared the knowledge of body management and dress selection to the audience, and personally tried out and evaluated the products of the voice of the voice of the audience. The whole live broadcast is more comprehensive and has a real-time sense of interaction with the audience.

It is worth noting that the live broadcast of the life of VIP is more accurate than that of the fission audience group. The whole live streaming process is more likely to be sold after sale rather than direct.

(official website screenshot)

And this live broadcast is still a part of the management of digital marketing for the voice of bill. However, the introduction of this live broadcast has enriched and expanded the system of bryin, which has greatly enhanced the brand temperature and played a catalytic role in the recovery of the two quarter.

Direct broadcast and empowerment is more efficient than the digital management mode.

In the past, most clothing brand stores in China built private sector traffic, often using WeChat, mass news and frequent friends circle advertising. With the improvement of user awareness, the conversion rate of sales gradually declined. During the first quarter of this year, this practice was completely ineffective, because most people seemed to be only the promotions of the brand side.

In contrast, the digital marketing system of the company has gone beyond the understanding of traditional clothing enterprises in the operation of private sector traffic.

After introducing the VIP management system, it focuses on locking the core of private domain traffic to "social relations" and "re purchase", enhancing the individual sense of respect in the private flow pool, and taking the user's social relationship as the core asset operation.

When VIP customers are defined as friends, the characteristics of communication are: help, devotion and solution, thereby building deep trust with customers. This is the buffering effect of Buffon in the first quarter and the cornerstone of the two quarter.

This time, the activities of "brickle" listen to you are also unique. Unlike other similar brands, they focus on low price, coupons and so on at the live broadcast site. Instead, they focus more on the interaction between the brand spokesperson Yang Shuo and the VIP users. They regard the audience as friends, exchange life, dress topics, send welfare to send gifts, and create audience from emotional care and customer value. A sense of participation. The whole campaign has maintained the consistency of the brand and user friendly service, and has also taken into account the introduction of public domain traffic while deeply serving the private traffic.

This brand spokesperson live broadcast, compared with the voice and digital marketing management, the empowerment value is self-evident, which not only carries out rebate feedback in private domain traffic, but also introduces mass audience of public domain traffic, narrowing the distance between the brand and the users, expanding the concept of clothing service, helping to expand the market influence of the company, enhancing the user's desire to repurchase and enhancing the loyalty of users. 。

Digital marketing starts the two quarter earnings growth again

In fact, in order to strengthen the concept of high-end marketing services, in recent years, while expanding the offline stores, the company actively promoted the integration of online and offline development, explored new retail outlets, improved the digital marketing management system, and established the advantage of private domain traffic.

For a long time, Bruin has focused on the design, R & D, and downstream brand operation and sales channel construction of the business chain with high added value. By the end of 2019, 894 terminal sales outlets had been expanded under the line of under the voice of Eben.

While vigorously expanding the offline stores, the company also uses digital technology to upgrade channels. In 2019, the introduction of digital logistics, VIP management and other systems opened up the social networking channel and social traffic resources, and the number of accumulated members reached hundreds of thousands of people.

In the 2019 annual report, the company reported that its annual operating income was 1 billion 826 million yuan, an increase of 23.7% over the same period, and the net profit attributable to shareholders of listed companies was 406 million yuan, up 39.13% over the same period last year. For the reasons for growth, the explanation given by bill is that the new digital retailing that combines online and offline improves the channel liquidity.

Throughout the first quarter of this year, affected by the epidemic, most clothing sales revenue fell by 3-4. The profit margin was also larger than the revenue side. However, compared to the +VIP, community marketing + small program live broadcast by the micro signal group, the online member line under the line, through the WeChat member Mall small program online and offline linkage, better realized the flow realisation, the first quarter revenue decline controlled at 22.3%. Net profit fell by only 25.3%. Under the condition that online store business has been greatly affected, this result shows that the digital marketing management system of the layout of the product has been effective.

With the coming of the 618 Shopping Festival, this broadcast is more meaningful for the future. In May last year, the official Tmall flagship store on the Internet, plus WeChat's small program member mall, has already completed the layout of the electricity supplier in general. Next June, it will be the second "bonus month" of the 618 Shopping Festival, which was introduced to the electronic business platform in May last year.

Coupled with the progress of fee control in the first quarter of the year and the approval of the convertible bonds application in late April, the research institutions generally optimistic that the digital marketing capability of the company is expected to drive up the two quarter profits and achieve the potential of increasing the performance again.