[Fashion Talk] bandOnlinegamescandycrushsodasagaYou are at the forefront of the trend in the luxury and clothing industryOnlinegamescandycrushsodasagaWith the four sections of TALK dialogue, CASE selection, TREND trend and INNOVATION innovation, it brings wonderful content such as brand manager conversation, selected cases, trend insight and innovative solutions, and unlocks more solutions recommended by Little Red Book throughout the product life cycle.
In recent years, with the outdoor trend sweeping, more and more sports brands actively layout the field of outdoor sports. Among them, running, as a new social way of the younger generation, has brought new inspiration for brands to develop new categories of running shoes. As the running fever continues to rise, the heat value of the "national sports season" is full, under this trend, sports brands will also face a new round of rising market demand cycle and usher in an opportunity for business growth.
As a lifestyle community for contemporary young people, Little Red Book has long become a "national life guide" for users and a natural pasture for brands. In Little Red Book station, the popularity of "running" search continues to rise, dominating TOP1. Based on the spring running craze, HOKA joined hands with Little Red Book e-commerce team to explore a new way to "start running in spring" against the background of in-station sports season activities, by infiltrating the user circle layer to "run together", firmly grasp the needs of users, firmly lock the minds of users, build an interactive scene between brands and users, jointly lead the new forces of the industry, and create a strong voice of outdoor sports brands with the advantage of differentiated marketing strategies.
"take advantage of the wind, run into the trend": as the running craze continues to climb, the popularity of running group search across the country has also increased, and the running group fever has also injected new vitality into the personalized push of the brand. HOKA focuses on the core crowd of running groups online, assembles buyers offline to lead the run, and integrates the layout of all channels to provide volume support for the new live broadcast period.
"break the trend forward, warm up and run hand in hand": before the live broadcast, under the guidance of the trend of running group, the buyers linked with the offline strength of professional runners to start running, and in the highlight moment of the Little Red Book sharing activity, multi-dimensional show the product characteristics of HOKA new running shoes, comprehensively enhance the expected value of fans, promote new product drainage, lay the road of word-of-mouth for new products in advance, and drive the hot trend that new HOKA products are popular before they are sold. Realize that the number of buyers' live broadcast booking exceeds 3.Onlinegamescandycrushsodasaga.4W, the search index of HOKA running shoes increased by 87% compared with the previous month.
"full heat, speed up the sprint": in live broadcasting, the recommended path between live broadcasts is refined to attract the attention of high-potential groups, and through the buyer's output of professional evaluation views, deep recommendation of interested audiences, and accurate streaming of similar live room crowds, help brand live broadcasts comprehensively cover core groups, reach more potential customer groups, and expand live streaming influence. With the buyer's live broadcast enabling, the single sales of "HOKA BONDI 8" reached 141 wagons and Hoka's new live broadcast volume finally reached 259 watts, with ROI > 7, which maximized the revenue.
"long-term recommendation, strength out of the circle": after the live broadcast, the number of intended notes purchased in the station increased by 39% compared with the previous month. With high-quality notes and live highlight clips with high heat, the continuous long-tail flow, the hot topic of the second fermentation of new products, and the possibility of high-frequency reaching the potential customer base can be realized. In the process of this launch, Little Red Book joined hands with the brand HOKA to capture the leading edge of running, activate buyers to broadcast new potential energy, and complete the comprehensive layout of HOKA new running shoes from user experience to word-of-mouth.
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Witness the emergence of Little Red Book & HOKA National running season craze
Chase the wind and run out of the circle together to create new marketing inspiration
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