In 2014, the Double Eleven has come to an end, and the merchants participating in the Double Eleven War are also happy. Among them, the clothing giant CAMEL camel sold the first three categories of camel men's shoes, camel women's shoes and camel outdoor. It finally won the title of 420 million sales and successfully broke the 380 million created by itself last year. Sales record. Among them, the Camel in the double eleven new launch of a Transformers boots, causing consumers to snapped up, the day's boots sales have broken through 10,000.
The camel that started from the line was the leader in the e-commerce stage of the Double Eleven, and the multi-category went hand in hand. A pair of new ones sold 10,000 dollars a day, bringing millions of income. Let's start with this pair of explosive boots, and take a look at the marketing secret behind the success of camel!
Preheating
As early as the end of October, Camel General Manager Wan Jingang collected the creative ideas of teaching Americans over the eleventh ##, causing many netizens and e-commerce circles to give advice to camels and forward more than 9,000 pieces! Cooperation, the spokesperson Han Han went to Hollywood to film, the double eleven let the Americans all become bachelors, etc. These suggestions are not purely spoof, but Wan Jingang has selected a few high-sounding suggestions from these suggestions, and threatened to Implement it.
Through the planned release of relevant topics, the user's spontaneous and interesting comments are triggered, and the interaction continues to heat up, effectively maintaining the attention of the topic.
Cross-border cooperation
Subsequently, camel general manager Wan Jingang released a heavy news, camel has already achieved several major suggestions from netizens. The first of these is that the camel has reached a cooperation with Transformers, and the camel men’s shoes will be limited to the 1000 pairs of Transformers Cooperative Boots set on the double eleven day. This is a cross-border cooperation between camels and Hollywood blockbusters.
　　 Transformers Boots Limited Edition Set
Camel brand tonality is advocating free and easy, but also has a "savage world" "ferocious"; and "Transformers" car people are also because of advocating freedom, while fearlessly confronting the evil forces that threaten world peace. The two have similar personalities, perhaps with the same personality genes, so that two unrelated fields appear in the consumer's field of vision in an unexpected way, and bring brand and product promotion to the eye of the double eleventh. Good results.
Detonate the selling point
Camels don't just use Transformers in publicity, they also spend a lot of time in store sales. In the cooperation limited edition boots set, the camel prepared 1000 copies of the "Transformers" movie genuine products for the car fans who love camel men's shoes and "Transformers". Consumers only need to double 1000 before the day. With the purchase of limited edition products, you will have the opportunity to acquire the Transformers Genuine Baseball Cap and exclusive box.
　 Camel Tmall store promotion
This kind of promotion means has full appeal to Transformers fans, plus the pre-heating on the previous Weibo, to detonate the selling point. At the beginning of the double eleven, it triggered a wave of consumer buying.
Quality is king
Marketing is always just a means, and the product itself is king. Only when the product quality and design are recognized by consumers, is it possible for consumers to pay.
Camel men's shoes and "Transformers" jointly launched this double 11 limited edition version of the Transformers boots, the design is calm, the silver-black metal zipper along the shoe-shaped arc, with matte-colored metal snaps, The tough metal wind is in harmony with the powerful car. The outer layer is soft and wearable, and the top layer of leather and soft inner lining make the whole pair of shoes comfortable and durable. Coupled with the design elements of soft and soft, it is very easy to get consumers' favor.
Product design and quality, coupled with the popular Transformers elements, is the key point of this pair of explosive shoes can create a miracle of daily sales. And the planned and rhythmic innovation marketing is the key to the Camel's consecutive years of winning the clothing brand champion. Of course, the glory of the camel line is attributed to the brand support of nearly 4,000 physical stores under the camel line, as well as the long-term accumulation of high-quality products and the trust and good reputation of consumers.
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