Behind IP'S Fancy Play, What Are The Marketing Ideas Of Hai Lan'S Home?

Behind the content of the fancy play is actually a positive push from the top down to the pformation and upgrading of the group, as well as the constant pformation of operational marketing ideas.

Previously, the brand impression of Hai Lan's home mostly stayed in the "man's Wardrobe" which was visited two times a year.

In the age of popular media, the image of "National Men's clothing" was established through smashing advertisements.

In recent years, the home of Hai Lan promoted

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Whether products or advertising, through the joint name, cross-border and IP operation, Hai Lan's home is becoming more fashionable.

Behind the content of the fashion of Hai Lan's family is actually a positive push from the top to bottom to the pformation and upgrading of the group, as well as the constant pformation of operational marketing ideas.

The commonweal attempt of IP

In May 23rd, the public welfare activities jointly launched by Hai Lan's home and water brother officially launched. Fundraising helped the strongest brain poor and mountain poor children to pursue their dreams, appealed to all sectors of the community to care and support them.

Because of the variety show "the strongest brain", Wang Yuheng is known as "water brother".

At the beginning of March, the family of Hai Lan found water brothers.

In the view of Hai Lan's home, water brother has talent and feelings, and it fits well with the brand of Hai Lan's home.

The most important thing is that the water brothers and Hai Lan's family have a heart of public interest.

Hai Lan's family invited water brother to design a public service suit for the event, and put it on Tmall flagship store, selling 1 yuan for each item, and donated 100 yuan for each house sold at sea.

On the 23-25 day of May, it was put on the shelves at 10 o'clock daily, and 10 thousand T-shirts were sold out instantly, raising a total of 1 million yuan.

In 2011, the annual sales volume of Hai Lan's household appliance business reached 3 million 980 thousand yuan, breaking 1 billion 200 million yuan in 2016 and reaching 200 million visitors per year.

For today's Hai Lan home, Tmall platform is not only a sales channel, but also a brand marketing position.

"The meaning of the electricity supplier is to serve the whole brand."

Hai Lan's home business is responsible for electric power operations.

How does Hai Lan's home become fashionable?

Beginning in 2014, Zhou Lichen, led by Hai Lan group, took the lead in co operation with the NetEase and the China Social Welfare Foundation "warm current plan" to launch the "one gram warm" public welfare activities. The IP's public welfare attempt is also the successful test of the brand's image pmission.

Originally, he had directly led the business, advertising and other departments, the sharp capture and timely response to new things, so that the brand image of Hai Lan's home has changed dramatically.

At the beginning of this year, Hai Lan Shai Zhou Lichen served as president of Hai Lan group.

How to catch up with the fast development of China's fashion industry is a problem that Zhou Lichen and Hai Lan's family have been thinking about.

With the 80 and 90's becoming mainstream consumer groups, Hai Lan's home made adjustments to product style and advertising.

For example, in the style design, take the younger route, introduce Lin renewal, Chen Xiao and other popular young people to join the spokesperson, and support the "running brothers", "the strongest brain", "if you are the one" and other famous variety shows in the form of clothing sponsorship, focusing on the accuracy of crowd positioning.

Last April 8th, Hai Lan's family joined hands with the Oriental dream factory to launch the Madagascar film series derivatives.

Hai Lan's home, which has always been criticized for its old style, takes advantage of IP's ride to try to improve the product's fashion.

In addition to IP, in September last year, Hai Lan's family launched the designer project for the first time by working with the Xander Zhou limited series.

As the first brand of men's clothing in China, enter the second tier market and enter with a joint name.

Maybe the next goal of Hai Lan's home.

Behind it is the upgrading of marketing ideas.

Hai Lan's home always takes the first place in building online and offline brand recognition and improving user stickiness.

In 2017, the trend of consumption upgrading was swift and violent. In fact, the marketing mode of IP reflected the pformation and upgrading of Hai Lan's family in marketing thinking.

First of all, insist on product while changing the mode of communication.

For a long time, Hai Lan's family has been insisting on the "same price and the same price" under the online and offline industry. By promoting the layout of the product ahead of time, it has created a multi explosive portfolio and promoted the rapid growth of the whole category.

Second, upgrade operations, dig deeper into traffic and improve pformation.

On the one hand, we must make full use of existing traffic channels to break through the limitation of hierarchical traffic through meticulous operation, and on the other hand, keep up with the latest marketing trends of the platform and export contents.

Thirdly, upgrade the product plan.

Nowadays, consumers often consume goods and consume goods first, so Hai Lan House first plans to layout TOP commodity matrix, then carries out deep level content packaging for products, and launches products such as tannin series, cotton hemp series and artist series, and plans different plans for different groups of people.

Finally, upgrade customer service system.

Customer service is a labor-intensive post, so many brand electric providers often choose to cooperate with third parties to outsource customer service and relieve employment pressure.

Dasheng said that the family of Hai Lan insisted on not outsourcing.

In view of the current more than 100 customer service team, Hai Lan's home mainly consummate and upgrade services through three ways: 1., carry out a series of training to make customer service professionalization; 2., supervise management to standardize customer service; 3.PK assessment allows customer service to actively carry out service tracking.

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