In The Crowded Ice And Snow Track, These Brands Have Broken The Circle In The "List" Of Commercial Tiaoyin

The annual snow and ice season has begun again, such as down jacket, ski suit, etc Winter clothing And outdoor equipment category entered the outbreak period.

The Research Report on the Development of China's Ice and Snow Industry (2023) shows that by the end of 2023, the output value of China's ice and snow sports is expected to reach 890 billion yuan, and the consumer population is mainly young people, accounting for More than 60%. It is worth noting that more than 70% of the people in the ice and snow industry are experiential consumers, and about 20% of the people are enthusiasts who ski less than three times, only 10% The people around are professional skiers.

This means that a large part of the consumers of ice and snow sports belong to the "small white type" group, who have needs but lack experience and expertise, and do not know how to choose suitable clothing and equipment. There is a big gap between consumers and clothing brands in the ice and snow industry. If the brand can reach this part of the population accurately and communicate with them effectively, it will bring huge business growth.

Facing this potential market, brand How do I mine increments? The Diaoyin e-commerce clothing industry has given a new way to solve the problem - based on the transformation and acceptance ability of the mall, launch the "national ice and snow season" activity. In this activity, the Knife Technique Research Institute noticed a highlight: the Diaoyin Mall released the "Diaoyin Ice and Snow Trend Gold List" to help brands accelerate the incubation of explosive products.

Based on the characteristics of ice and snow track with standard products and strong brand power, the Diaoyin e-commerce clothing industry, combined with the shopping mall field scene of "Diaoyin Ice and Snow Trend Gold List", helps brands build brand power in the shelf field and content field, so as to better create new products, attract customers and transform.

During the event, the PV exposure at the entrance of the Golden List of Ice and Snow Trends exceeded 5.5 million. The daily average DAU of the list reached 57000, and the total exposure reached 710 million. During the commodity activity, the commodity card GMV was listed Increased by 26%. Among them, brands such as Xuezhongfei, Oushili and Yingjuelun have successfully promoted new products such as outdoor wind proof down jacket, windbreaker light down jacket and men's white duck down jacket to a wider range of potential customers through the list.

It can be seen that as a new grass planting contact point of Diaoyin E-commerce, Trend Gold List is becoming a new lever for brand merchants to leverage the increment.

　 01 Diaoyin E-commerce Trend Gold List, a new grass planting contact

With the gradual crowding of the ice and snow track, product homogeneity has become an inevitable problem. How to make differentiated highlights that can really impress users for down jacket, ski suit and other categories is the key for brands to stand out in this 100 billion track.

The Knife Technique Research Institute has observed that there are two main innovation directions for ice and snow clothing at present:

First, it is high-end. For example, Oushili's small fragrant windbreaker down jacket, which is mainly promoted this time, increases the texture of down jacket by optimizing the shape and high luxury technology of large lapels.

The second is to make product innovation in combination with outdoor sports trends, such as Xuezhongfei, Yingjuelun and other brands. Xuezhongfei's large fur collar down jacket combines the performance of the jacket with that of the down jacket, so that the product has the triple performance of cold resistance, water resistance and wind resistance at the same time. On the basis of upgrading the thermal insulation performance, the down jacket of Yingjuelun is windproof, waterproof and antifouling.

With products, how to plant grass is a problem. Before a new product becomes a dominant category, the grass planting efficiency of a single product is low, but if you can catch up with the trend and take the wind relay, you can often get twice the result with half the effort.

In order to help businesses solve their pain points, based on the trend of the ice and snow industry, the Diaoyin e-commerce clothing industry has created the theme IP activity "Ice and snow season for all". Brand merchants participating in the event can not only obtain search pages and live broadcast rooms banner、 The topic page, opening screen and other operational resources will also invite experts to create ice and snow season series content to stimulate UGC in the form of short videos, challenges, etc Content, while creating hot topics, create an atmosphere of ice and snow trends in the platform.

During the activity period, the overall outbreak coefficient of participating merchants reached 175%. Among them, the core categories of ice and snow, such as down jacket, sports down jacket, snow boots, have more than 2000% of the month on month outbreaks, and ski clothes have more than 2800%, and the category of accessories such as ski glasses has broken out by more than 15000% month on month.

As the highlight of this activity, "Shake in Ice and Snow Trend Gold List" is an effective contact to connect users and brands and build category minds.

The trend gold list is based on the big data of the Diaoyin e-commerce platform, and is selected by integrating multi-dimensional data indicators such as commodity sales, brand strength, popularity, and word of mouth. It is worth mentioning that this is not just a sales list, but a list based on consumption trends and consumption theme scenarios. According to the rhythm of the activity theme, the list categories, products on the list and other data are regularly updated.

For example, under the trend of ice and snow outdoor sports and high-end sports, brands such as Xuezhongfei, Oushili, and Yingjuelun took the opportunity to be on the list. Among them, Xuezhongfei thermal pants pay more than 5% during the activity period 10000 orders; Yingjue Lunhan series hooded down jacket, paying more than 1300 orders; The unit price of Oushili shawl collar quilted light down jacket for paying customers exceeds 1000.

When users browse or search for goods in the Tiaoyin Mall, the "Tiaoin Snow Trend Gold List", as a new grass planting contact, can help users speed up decision-making and shorten the conversion path. The appearance of this contact has enriched the dimensions of e-commerce lists, and also made the value of "list marketing" more prominent.

　　 02 Trends+scenes+word of mouth, what can the list bring to the brand?

The so-called list marketing is to use the authority of the platform institutions, or the public reputation effect, to create a sense of trust in the hearts of users. In the past few years, the brand passed the "Double 11" and "Double 618" And so on. But as the market gradually calms down, simple sales data is not enough to reflect the true value of the brand. The market needs a more comprehensive list that can truly link users and brands.

On the basis of sales indicators, the trend gold list of the Diaoyin Mall provides a more comprehensive solution. By "shaking in the golden list of ice and snow trends", the brand can use the trend to improve the grass planting efficiency of new products and accelerate the creation of superior categories. With advantageous categories, new brands can quickly open up the market, and mature brands can also speed up their breakthrough and find the second growth curve.

How does the "Shake in Ice and Snow Trend Gold List" help brands shape category minds? It can be reflected from the user side and brand side.

First, on the user side, the list faces C End publishing provides a guide for consumers who don't know what to buy. And on the dithering platform, a group of people who love life and are willing to share were gathered. They have a high degree of participation in outdoor snow and ice sports such as skiing, which provides natural soil for the formation, excavation and dissemination of trend trends.

On the brand side, "Shaking in the Golden List of Ice and Snow Trends" can double help new products to superimpose trends and scenes, and accelerate new products to become popular products.

Compared with a simple sales list, it is closer to the real life of consumers. When users see the products in the list, they can naturally associate with the use scenarios and really plant grass on the user's needs. For example, Yingjuelun men's white duck down down jacket and Xuezhongfei outdoor down jacket, which are among the best on the list, have stepped on the trend scenes of "men's down jacket" and "outdoor sports" respectively. Through list marketing, brands can more accurately reach high potential users in search, event details page and other official portals, and increase product quality and brand image.

Being on the "Golden List of Shake in Ice and Snow Trends" means more opportunities for brands to be exposed and selected. The reputation effect and sense of trust accumulated from this will not only help improve sales in the short term, but also bring long-term benefits to the brand.

In addition to increasing the sales volume of the products listed on the list, the scenario grass planting method can also produce a chain effect of products with products, thus bringing multiple values such as sales transformation and brand asset accumulation to the brand.

　　 03 Combine the e-commerce ecology of global interest, and use the list to promote both product and effect

Although the e-commerce list has existed for a long time, its marketing value has not been fully exploited. Daofa believes that with the brand's awareness of the list and the evolution of the list itself, the list marketing will play an increasingly important role.

We can see the reason from Doris's new dynamic potential energy theory 4.0. Doris, based on Maslow's demand level, divides the brand value into 7 From bottom to top, there are living needs, security, love and belonging, respect, cognitive needs, aesthetic needs, and self realization. In the current consumption environment, security is one of the main needs of consumers. This is why many brands choose to make industry white papers and seek the opportunity to be on the authoritative list of the industry.

In this case, the platform list plays a role in building a sense of security for users and filling the trust gap between consumers and brands.

The special feature of the Golden List of Ice and Snow Season Trends is that it is not only based on sales, but also more concerned about the needs of "people", which is highly matched with consumer demand scenarios. These characteristics make the measurement indicators of Dithering E-commerce more abundant, and also make the brand grass planting more warm.

In addition, under the global e-commerce ecosystem of interest, through grass planting in the content field to the shelf, the transformation efficiency of grass planting in the list has been greatly improved.

Taking skiing equipment as an example, December January is the outbreak period of skiing equipment sales, and the average monthly video playback volume of the content related to dithering on the skiing circle is nearly 3000 10000 times. With the release of the list, the dithering e-commerce launched the topic of "treasure skiing equipment" at the same time, through UGC Content attracts users' attention and searches for related products. In addition, when searching for keywords such as "ski glasses", users can also see the authentication of "shake in the gold list of ice and snow trends" on the product page. Improve the decision-making efficiency of users through the sense of trust provided by the list.

Therefore, Daofa believes that Diaoyin E-commerce's IP address in ice and snow season The action of adding trend gold list to the activity is a change worthy of brand attention. This list is an efficient grass planting contact between the content field and the shelf field of Diaoyin E-commerce.

adopt Shake in ice and snow trend We can see from the Gold List that the Diaoyin e-commerce clothing industry provides high-quality store shelf scene resources for brands in combination with the ice and snow trend and industry characteristics. With the Trend Gold List as an important resource base, it helps brands create new products, increase exposure, establish brand image and improve transformation efficiency.

Compared with simply using promotion to stimulate purchase interest, Shake in snow and ice The quarterly trend gold list improves brand power by building a sense of trust for the brand. With the growing cost of grass planting, ranking marketing is equivalent to adding a layer of "buff" to the brand, which is a better solution to achieve product efficiency synergy.