Film And TV Play Is Popular &Nbsp; Local Clothing Brand Is Keen On "Network Entertainment Marketing".

"Two hundred and fifty of the brain and the heart of Lin Dai Yu are you", "what is the antonym of freedom?" "children" -- these lively and interesting lines make the movie and TV drama "lovelorn 33 days", "couples and those things" quickly red.

Meanwhile, the clothing brands worn by the protagonists began to advertise on the Internet to attract the attention of many young viewers.

The protagonist of film and TV play is "hot".

In a clothing brand store at the intersection of stadium and Feng Road, the big posters of "33 days of lovelorn" are stuck on the ground glass windows, and the words "official authorized clothing" attract people's attention.

Shopkeeper Wu Qi told reporters that

According to his introduction, on the premiere of the movie, the clothing shop also opened a group in Taobao Juhuasuan. The products sold include the heroine "Huang Xiaoxian" series knitted sweater, cardigan and sweater, the hero's "Wang Xiao Yuan" series of suits, jackets, vest and so on, as well as the doll in the play "cat little base", with "original flavor" as a gimmick, using micro-blog and other online platforms to carry out advertising marketing.

In the afternoon sunlight, the shop was bright and clean, and the decoration was exquisite.

The reporter found that within two or three hours, fewer than 10 customers went shopping.

When the reporter asked about the sales of stores, Wu Qiyao shook his head: "stores mainly play a showcase role, our main sales battleground is still in the electronic business platform."

The brand store of Taobao Tmall was opened. The reporter saw that the sales volume of "Huang Xiaoxian" series knitted sweater has reached six hundred or seven hundred pieces.

On the details page of each garment, there are also movie stills and actor micro-blog forwarding.

Similarly, in the recent broadcast of "husband and wife that thing", the image of the heroine Chen Shu in pregnancy is built by a domestic maternity dress brand. In the play, there are also obvious plots of male and female protagonists visiting the brand store.

With the hit of the series, the brand is also attracting attention in the form of "award forwarding" in micro-blog and forums.

Reporters learned that the brand successfully introduced Sequoia Capital, doubling capital and other venture capital in May last year, and now has 5000 square meters of warehousing and logistics base in Hangzhou.

Film and television advertising is not "golden oil"

Nowadays, as more and more

At yesterday's clothing business gathering, many people in the clothing industry said that for non international luxury brand of private clothing brand, in the rapidly changing industry, not only to finance, to survive, but also to use all kinds of ways to attract consumers' attention, most of the successful financing of clothing brands, spared no money to spend money on various advertising marketing, but the effect is not necessarily prominent.

Cui Libiao, President of Hangzhou winning education and senior clothing business person, told reporters that the online marketing of film and TV drama is a new attempt of clothing enterprises in recent years. According to past experience, it is better to eat saliva in general industry, and for a long time, the audience knows the routine and the fatigue of aesthetics. The key is to popularize the mode to innovate.

"For example, for example, it is very successful to take the low price route, but now it is difficult to make a breakthrough.

Therefore, if the mode of movie and TV play is not good enough, if the brand is rigid, the frequency of "appearance" is too high, so it is easy for the audience to feel forced to lose interest and freshness.

Hu Chang, general manager of Hangzhou nun dress, said that for the clothing brand, first of all, we should clearly define the audience position, catch the movie and TV play, carry on the placement advertisement, and need to match the brand's long term sales accurately. Otherwise, even if it is sold for a while, it is only a flash in the pan.

"At present, we should make loyalty in women's clothing brand, unless it is international luxury goods, or some well-known personal designers. But for domestic consumer clothing brands, female customers choose a lot, compared with brands, they are more concerned about styles, and the competition is fierce.

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