Transparent Dressing Room, Clothing Tiancheng Broadcast Attracted 35 Million Visitors.

More than 1000 fans and passers-by gathered from 30 stars and 50 people, and gathered at the pparent fitting room of 1000 square meters in Guangzhou.

Autumn new product launches 24 hours live.

This broadcast, which is the longest live broadcast in China's live broadcasting history and the strongest interaction among netizens, has accumulated 35 million viewing times on the five major live platforms, such as Taobao live broadcast and live broadcast, and received 1 million 775 thousand comments and about 20000000 points.

Behind the huge numbers are high time costs, capital costs and personnel input.

In April this year, Yi Tiancheng signed five stars, Angelababy, Wu Lei, Song Jia, cuckoo and Tang Yixin, to set up the all star matrix.

And the 24 hour live broadcast started three months ago, from the new product release form, activity venue and activity content to invite a large number of models and platform popular live daring people, early autumn new products to star selection.

On the two day before the live broadcast, 12 employees came to Guangzhou with 3000 new styles of packaged clothes. They arranged the venue, familiarity with the process, and preheated publicity. The support team of nearly 100 people was in a tight position at the headquarters of the Hangzhou company; more than 100 of the on-site execution team arranged the scene all night ahead of schedule. Their battle line was much longer than 24 hours.

Although the stars did not show up, the "star money" Hawking brought huge traffic.

Play a 24 hour live broadcast of protracted war.

New product release is normal, and live broadcasting is no longer new.

In the lack of e-commerce content bottlenecks, how to use live to explain their own

The idea of clothing has been tried in three directions.

First, 24 hours of live broadcast.

Under normal circumstances, an ordinary live broadcast will be controlled within 4 hours, preparing for half a month in advance.

24 days of live broadcast, three months ahead of schedule, and preheating on shops, micro-blog, WeChat and live broadcast platforms.

At the address, we choose the Guangzhou landmark with fashionable taste and consistent with the brand concept.

Second, 50 bit net red live show

Different from the previous new product launches, clothing products made the clothes on the models voluntarily sent to the consumers, and drew the distance between T and the audience.

Invite more than 50 net red and model live broadcast, display, average every hour at least two beauty (or handsome boy) into the mirror, and the audience to exchange views and matching experience of clothes.

The stars of the model are the same, and the live audience can be tried through 30 human vending machines, and the new clothes can be taken away for free at the fixed time.

Third, continuous concession

A new red envelope technology with Juhuasuan password has been launched. In the live broadcast process, Juhuasuan can get the coupons valued at up to 100 yuan when it opens the Juhuasuan password, "x (five stars name) is nice to you".

A total of 350 thousand yuan cash coupons are issued in 3 hours.

On the Taobao live platform, you can get the new autumn suit free of charge once you answer the corresponding questions of the host. The frequency is half an hour.

Is it worth it?

This massive live broadcast is not without twists and turns.

Problem one: the network is not giving strength.

By about 10 o'clock that night, the number of live broadcast of Taobao platform has been over 40 thousand, and the number of spots is over 600 thousand.

However, due to the network reasons, the live broadcast was suspended halfway, and 40 thousand fans instantly turned to zero.

This accident caused Du Lijiang's "special pain".

Question two: the host is not reasonable.

Starting from 10 in the morning, the five platforms are broadcast live at the same time. Compared to other platforms, two hours for a hostess set up, only two hosts rotate the live broadcast on the platform of Taobao's live broadcast, each close to two hours, the hostess has been drinking medicine to protect her voice.

Although the host is full of passion, in the late live broadcast, the host is still unable to hide his face in front of the camera.

It is undeniable that 24 hours of live broadcast is groundbreaking.

But on the other hand, it also reminds us that we need to focus on the rationality of staffing if we want to do business for a long time.

Question three: marketing strategy must be broken through.

In the lineup, more than the general network live clothing products, the play is slightly weak.

Under limited venues and resources, although new users continue to pour in, it will be a bit monotonous for users who have been watching.

Model T stage show, dressing room live clothes exchange and host interactive raffle are the three main links of 24 hours live broadcast.

Although there are multiple climaxes in the middle, the overall richness needs to be improved.

In the general live broadcast process, the introduction of clothing styles, try on and interact with netizens Q & A has become a "three piece suite" for live shops, with obvious results.

Fortunately, the clothing industry has enriched these three elements, and used bigger platforms and higher scales to get out of the other side of the brand.

After the end of the live broadcast, Du Lijiang admitted to reporters: "from the sales conversion rate, the live broadcast effect has not exceeded expectations, but the 35 million person's view is the biggest value to the brand. In the long run, this is a very good new attempt, and also obtained a good pcript.

All star is not the end of strategy.

The 24 hours of "super long standby" really attracted a lot of eyeballs, but this is not the first time people have been surprised.

Since 2010, the clothing industry has maintained an average annual growth rate of 100%.

Beginning in October last year, Yi Tiancheng signed 5 stars, including Angelababy, Wu Lei, Song Jia, cuckoo and Tang Yixin, in the half a year's time, respectively.

In the All-Star strategy of clothing and sky, these stars share a common name: Chief fashion officer.

They are not only brand spokesmen but also for brands.

They take part in brand design and pick their favorite styles to take photos.

These clothes that are favored will be pushed as stars.

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"Stars express their understanding of fashion in clothing products.

Facts have proved that these stars are generally sold very well.

Chen Wenjie, director of the brand, told reporters that the star has strong fashion attributes and will bring richer vision to the brand: "like the famous model Rhododendron, every time they pick clothes quickly, they are also very professional.

She has international background and has participated in many fashion week, which will give the brand many appropriate suggestions.

Each brand also has a brand leader, who is responsible for communicating with celebrities, collecting user feedback, and bringing ideas into the designer's hands.

They are both brand leaders and brand designers, and bridges between brands and users.

In recent years, the popularity of red and fans has come and many brands want to build personified products.

In Chen Wenjie's eyes, direct seeding is a trend, and the clothing industry has its own direction and characteristics.

Last year's double 11, Du Lijiang said in an interview with reporters that double 11 sales will exceed one hundred million on that day.

As a result, sales of women's clothing increased by more than 6 times, and the group grew by 3 times.

Later, he attributed most of the reasons to the brand strategy based on Angelababy endorsement.

But Du Lijiang, President of clothing product Tiancheng, thinks that the red man is just an endorsement. Creating a personalized brand requires a brand service with both fashion and temperature.

At the live broadcast site, he switched to a set of Wu Lei's sweater at the request of the netizens, and switched the two models on the T stage.

In the future, clothing products will also invite internationally renowned designers to cooperate with the big IP to expand the star lineup and make more innovations.