On October 23 this year, the brand officially established its official purchase platform in China-Fear of God overseas flagship store ".Within 6 hours of the new store, the sales of live broadcasts exceeded two million, and the number of store fans increased rapidly to nearly 40,000. What is the secret behind the fire when it is sold?
How to match the fashionable retro and casual "American high luxury style with simple itemsEssentials Fear of God gives a good answer.
As a sub -line brand of FEAR of God, a contemporary high -luxury brand in the United States, it is famous for its superior fashion and clever integration of street culture.The neutral color tone and loose version meet the needs of various occasions. At the same time, the price of the people is also one of the favorite brands of the public daily.It can be said that Essentials Fear of God solves the embarrassing problems faced by most trendy enthusiasts in the style -like too much, pursue texture, but shyThe sense of vulgarity becomes the key point.
In fact, as early as Essentials FEAR of God officially landed on the Chinese market, the brand had been sought after by young Chinese people.
This time officially entered the global purchase of Douyin e -commerce, and directly entered the Chinese market.Understand the channels for brand aesthetics and concepts.After all, consumers are buying a T -shirt or a sweater, and it is more embracing the brand itself to realize the recognition of a hobby communication and value orientation.
As the brand founder and designer Jerry Lorenzo said: "We have always wanted to enter the Chinese market in the correct way. After internal adjustment, we decided to adopt a more positive strategyThe purpose is to make consumers more clearly understand what is the real Essentials, and what is not."> At present, Essentials Fear of God Douyin account is the only official overseas account of the brand in the domestic market, and it is also the only official channel for Jerry to communicate directly with fans.While hugging the brand culture, domestic fans can also enjoy two exclusive benefits through the Essentials Fear of God Douyin account: First, the opportunity to experience exclusive/limited styles; and enjoy the rights of early purchase.For the loyalty of the brand, it is undoubtedly the best way to understand brand information in the first time.
To buy products, first make consumers "Fall in love with the "brand, understand and identify the brands spiritual core.In this regard, Essentials FEAR of God entered the countryside and went to the country. With the strength of the global resources purchased by Douyin e -commerce, it quickly opened the situation through the local marketing strategies of content breaking, searching for efficiency, and transformation of shelves.
As a street tide brand Fear of God with a distinctive personality and attitude, how to use fashion as the bond, quickly break the circle with "Gaojie StreetCulture "" American wear "and" luxury streets "and other style scenes attract more people who are interested in trendy culture and their lifestyle, thereby further expanding the brands influence.Key role.
On October 18, the brand held the "Fashion Night" offline wine party in Shanghai.At the reception, Bastien Daguzan, the brands chief executive officer, communicated with many fashion media, dozens of Douyin fashion experts, and invited experts to try on the spot.Through the Dasian Passing Brand 2024 Winter Holiday Holiday/Holiday Core series and the new Thunderbird Thunderbird series of Thunderbird series of Thunderbird series, more street trend enthusiasts have established a clear understanding of Essentials.
After the online interview with the brand founder and designer Jerry LorenzoFor the form, the brand concept, new product design style to the new fabric version of the new product, and the wearing scenes have been comprehensive.
Let Chinese consumers feel more clearly perceived by the Essentials Fear of God and the first new product, which has caused a warm discussion of fashion enthusiasts.
The rapid transformation of users cognition into actual purchases is a greater test for the brand.
In this regard, Essentials laid out "Essentials", "Fear of God" and related search words and small blue words in the search link.Understand the desire to grow grass and transform into a practical business.
In terms of shopping experience, ESSENTIALS Fear of God is consumersProvide various welfare surprises.In the stores live broadcast, not only the surprise price and limited type benefits, but also the addition of artist Li Chansen, which caused heated discussion on the first launch of the new product.Trendist@NIC and Specialties @tam Tianyus special live broadcast brings more than 10 new products, and provides benefits such as no threshold coupons and blessing bags, so that consumers can enjoy the convenience of buying and buying immediately.Essence
The data shows that the Li Chen NIC live room is launched at 10 minutes.Praise exceeds 100,000.At the time of the broadcast, enter the TOP2 of the mens clothing category; the FEAR of GOD new store launched a 6 -hour sales of more than 2 million+, of which the Holiday Core series sweater reached 1 million+.
From this, review the business strategy of Essentials Fear of God, we find that overseas fashion brands want to quickly stand and stabilize their footholds, maybe from the following three dimensions:
Douyin e-commerce global purchase has become a fashion brand+Fashion content+trendy positions of fashion users.In addition to the costume brand represented by Essentials Fear of God, Olaplex, RECORE Serum, Intima, Demelea and other overseas personal care and beauty skin care brands have also been settled in the global business of Douyin e -commerce business.
The reason is that there are not only content scenarios that inspire interest such as short videos and live broadcasts, but also have a shelf scene including malls, search, shops, and experts.The two coordinated efforts to stimulate users interests, promote shopping decisions, and build long -term emotional links with consumers are quite valuable.
The Chinese fashion economy and consumption capacity are constantly improving, while Douyin e -commerce global buying unique business business ecosystem is to quickly realize the localization of marketing and expansion of international fashion brands.There are more opportunities and possibilities.
