Chinese and Western festivals won, Bosideng year-end or big winner!

At the end of the year, the end of the year is the time for the arrival of a big wave of holidays. From the double 11 to double 12, to Christmas and New Year's Day, the holidays are almost crazy. However, for brands, this is undoubtedly a good time. Each brand has started to promote, and waves of short-period and periodical brand marketing activities have swept through, but this cycle is short and the content of activities is complicated. Obviously, the promotion effect of the brush-type screen obviously failed to achieve the desired effect. The underlying reason is that because of the diversity of activities, consumers can't be dizzying and consumers can't remember deeply. This has suddenly become a common problem for all brands.

However, in this year's Shuangdan, there are some brands that are surprisingly successful, insight into the pain points of the consumer shopping, anger swept a wave of presence and successfully captured the hearts and minds of countless consumers. Take down jacket industry giant Bosideng as an example. In Bosideng's “Warm 17 Warm, Warm Together” campaign, the audience discounted and limited-time spike activities attracted a lot of light. For the astute consumer, it is a good opportunity to “knit the wool”. So what does Bosideng really rely on to see how Bosideng managed to make it a success at the end of the year?

Break through the inherent thinking, 1+1≠2 iron law ignites to buy passion!

Year-end activities that have not been new for years have finally become a kind of routine. Many brands follow suit, but they ignore the standpoint of thinking from the perspective of consumers. As a result, the effect of the activity is not good, and the difference in word-of-mouth is almost a dead-end thing. It is even necessary to rethink whether or not the benefits can be maximized. This year, Bosideng has integrated Christmas and New Year activities into one, using the 1+1≠2 law to completely get rid of the drawbacks of complex activities, short activity cycles and numerous activities. Insight into the consumer's troubles in the face of numerous activities. From the point of view of the actual effect of the event, it also broke through the truthful routine of 1+1=2 and opened up a brand-new thinking on branding, because at the beginning of the event, the whole wave event successfully attracted many eyes. For a time, the store The crowd shakes. During the limited-time spike campaign, the store was once caught in a jam, and even outside the store began to have long queues. This is undoubtedly Bosideng's deep insight into consumer behavior and psychology.

Online offers, diversion line!

Speaking of the extravagance outside Bosideng stores, one wonders: What exactly makes a steady flow of consumers to Bosideng stores? In fact, this is another step for Bosideng. As we all know, the life cycle of H5 is getting shorter and shorter and it feels bad. However, leaving H5, it is not easy to present content on the mobile social network. Therefore, using more effective time to do more things becomes the main purpose of the current H5. In this event, Bosideng did not create tedious stories like other brands. Instead, it used a simple, but extraordinarily effective method—distributing random cash bonuses with a maximum amount of 117 yuan. The user drains the line. On the day when the cash bonus campaign was launched, Bosideng official WeChat fans soared, causing an uproar, which also led to a sudden increase in the number of Bosideng stores.

More rigorous logic, more vigorous activities, and more popular grand occasions have allowed Bosideng to “get warm at 17, warm together”. From this we can also see that each step of a brand's opening up a marketing campaign is of vital importance! From guiding consumers' thinking, attracting consumers' attention, and urging consumers to buy, brands need to understand not only Only the needs of consumers, as well as the consumer's lifestyle and spending habits. If you can do this, then building a wave of successful activities is just around the corner.