combining fashion resources and focusing on the mood of the times, belle international creates a new paradigm for show marketing
2024-09-27
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for fashion brands, holding big shows is an important measure to promote new products and stimulate consumption. however, how to maximize the true effectiveness of show marketing is a question that major brands have to think deeply about. belle international, a large domestic fashion and sports industry group, handed in a "high-scoring answer sheet."
belle international has three major businesses. among them, the shoe business and apparel business are belle fashion group, and the sports business is taobao international (which was split and listed on the main board of the hong kong stock exchange in 2019). the diversified and differentiated businesses and brands meet different consumption needs. demands. in recent years, belle international has actively embraced the digital wave, combined fashion resources, and focused on the mood of the times, presenting consumers with unique fashion feasts one after another, and providing many fashion brands with new ideas for show marketing.
1. join hands with juhuasuan·group reunion day to create a fashion festival and release the multi-faceted attitude of "cool and elegant, follow me"
juhuasuan·group reunion day is an annual event jointly created by major brands and juhuasuan. it brings together various resources such as communication media, celebrity rights, and creative power, which can bring a concentrated explosion of publicity to the brand. in september 2020, belle international teamed up with juhuasuan to create a fashion gathering ceremony with the theme of "dark light and shadow, cool and elegant follow me". through the form of "celebrity endorsement driving traffic + fashion show display + live broadcast concept interpretation", the structure was a bridge of efficient communication with consumers has successfully opened up a broad market for brand reputation and product sales.
in the early stage, belle international officially announced "national musician" li ronghao as the spokesperson of the group, and jointly created the promotional videos "li ronghao's invitation to chase the light" and "chasing the light together", using the celebrity's own traffic to warm up the show. on the show, the models wore shoes and clothes from multiple brands of belle international, with classical art paintings as the background, showing the artistic beauty of the intertwining of trends and classics in the change of light and shadow, conveying the message of "break through the darkness, find your own light, and define yourself." style” fashion attitude. this visual feast was also clearly displayed to the public through an all-weather live broadcast mode. at the same time, the purchase link of the product was also displayed simultaneously on the mobile phone, which not only allowed consumers to have a more intuitive understanding of the brand's value concept and the artistic design of the product. understand, and directly open up sales and monetization channels, achieving both popularity and sales.
2. join hands with tmall super brand to pack natural products to interpret the fashion definition of "born to be brilliant"
tmall super brand day is a brand-centered "super explosive field" that can provide a customized stage for brands through various ways of playing, and provide consumers with affordable prices and high-quality experiences. in september 2022, belle international joined hands with tmall super brand day to hold a "born to brilliance" natural show, which satisfied the real desires of consumers in the high-pressure period with a "heartfelt and innovative" form, and set a super the total network exposure of 1 billion has achieved efficient dissemination of brand tone and products.
different from previous big shows, belle international moved the show to the 9.6 million square kilometers of the motherland, using natural scenes such as bamboo forests, gobi, deserts, and salt lakes as show venues, with live show, dance, new national style, joint ip and other elements as a carrier, it cleverly releases the different fashion dna of its brands, and uses the live broadcast form to convey the fashion attitude of "we are born to be brilliant" to consumers, rekindling the love for life. in the early stage, belle international also collaborated with gq, su xing, wang yuexin, and land rover to release the creative tvc "an announcement of the re-employed boy group" to create an atmosphere of "escape to nature"; during the show, it collaborated with liu wen and guli nazha , zhu jiejing and other brand spokespersons, fully utilize the value of traffic, convey the power of women and brand spirit, arouse emotional resonance among consumers, and build momentum for brand reputation and product sales.
there are also new ways to play traditional marketing methods. the core essence lies in whether the brand has consumer-centered insights and whether it is willing to devote its efforts to carefully weaving emotional bonds with consumers. belle international is a practitioner of this concept. it has not only achieved it, but also used it as a cornerstone to create development vitality and unlimited possibilities that have continued to burst out for decades.
