YISHION First Taste Subway O2O Marketing A21 New York Brush International Color

October 29th,

A21, the network's exclusive brand, revealed that this year's double 11 will boost the brand's hard strength from two aspects: brand building and product development.

In order to meet the challenge

A21 specializes in shooting blockbuster in New York, in order to enhance brand awareness and influence.

In addition, A21 will put more energy into product research and development, adhere to the style and positioning of fast fashion in Europe and America.

Before and after the double 11, A21 will also open cooperation with the metro.

At first, A21 will launch normal display ads in the Metro light box, aisle and other areas.

After that, A21 hopes to cooperate with the MTR to carry out O2O attempts.

"We may open a shop in the subway, the store will display a large number of goods through the virtual shelves and mobile terminals, so that consumers can easily purchase.

Now we are negotiating, and the subway needs to consider the relevant policies and risks. "

A21 electric business leader Chen Yuwen introduced.

But Chen Yuwen pointed out that obtaining users from offline is not yet an important business at the present stage of A21.

"A21 has just been established for two years, and there are many online users who need to dig, so we will focus our efforts on the Internet."

In terms of mobile terminals, Chen Yuwen said that through the rapid development of last year, the proportion of A21 mobile terminal sales has reached 50%.

During the double 11 period, A21 will launch a marketing campaign that is different from the PC end in the mobile terminal, but the details can not be disclosed for the time being.

In addition, A21 has set up special projects this year.

Analysis team.

The team will provide suggestions for brand marketing and services through comprehensive analysis of A21's business data and Tmall's data provided, and enhance the user experience of double 11.

Regarding the impact of international fashion brands' participation in the double 11 this year, Chen Yuwen believes that these international brands will bring healthy competition and help the existing brands enhance themselves.

But international brands still need a period of adaptation, and the understanding of the Chinese market is weaker than that of domestic brands.

It is learnt that in January 2013, after the YISHION brand flagship store ceased operation, Tmall has been preparing the network for the brand A21. The positioning of the brand is fast fashion in Europe and America.

In March 2013, A21 officially launched the flagship store of Tmall, which was then launched on several e-commerce platforms.