After the first Super Fan Festival of Senma last year, this year's Senma Super Fan Festival has finally come again. The whole event will last from October 27th to November 11th. It will be broadcast live in the national terminal stores for three consecutive weeks, and the Senma Super Fan Festival will be built through online and offline linkage.
Among them, the first live broadcast on October 27 came to the Senma Hangzhou Federation of Labor Union Building. The first week of live broadcast theme was FUN肆, 真嗨森, in the millions of popular anchors "QiQié“é“" and "Artier-yier" The live broadcast helped, as of 10 pm on the 27th, the first day of the event online exposure of 13 million, fan interaction 2.3 million. The sales performance of the first batch of 196 designated event stores nationwide participating in the event was a record high.
Compared with last year, innovation is the soul of this Senma Super Fan Festival. The new gameplay and new ideas are on the line, making the whole event full of sights. The Senma brand believes that consumers currently prefer social interaction, and live broadcast as a bridge to connect consumers, intends to strengthen communication and interaction with consumers, so that you can feel me, I can feel you . In the interaction, the consumer's demand can also enhance the consumer's loyalty to the brand.
The biggest change of this year's Super Fan Festival is that the live broadcast site moved from the company to the store site, creating a face-to-face space, increasing the trust between consumers and consumers, feeling the happiness after the consumer wins, and then spreading. For example, last year's Super Fan Festival Hunan Yiyang won a series of three, after the second day of the award, the relatives and friends were brought to the store to buy clothes, this brand and the trust of the brand in the second spread, for the establishment of the brand The effect of the effect is significant.
Regarding the participation of the event, Senma also made improvements this time. The original anchor concentrated draw was changed to the consumer to randomly draw the prize through the small program, adding the intimacy of the event while reducing the mystery of the anchor draw. The power is more concentrated on the consumers themselves. And in the live broadcast from last year's telephone connection to this year's video connection winners, pay more attention to interaction with consumers, enhance the spread of happiness.
In addition, compared with last year, this year's Super Fan Festival added a theme "Zhenzhen Sen", and used real cases to make posters, with a more close to young consumers' copywriting to promote the second spread. These innovative actions of Senma have brought continuous high exposure and high fan interaction to the entire Super Fan Festival, which has narrowed the distance between fans and fans, and won the brand attention while driving sales. .
In fact, from last year's Super Fan Festival, Senma began to test the fan marketing. According to the 2018 "Microblogging Marketing Brand Impact White Paper" jointly released by Weibo and Nielsen, the star or KOL with huge fan base has great influence, and the marketing activities of stars and KOL participate in brand preference, purchase rate and recommendation. The effect of the degree of improvement is obvious. Therefore, the Super Fan Festival uses the popular anchor and live broadcast platform to bring the popularity superposition effect, directly driving the explosive growth of performance.
Senma said that in the matter of fan marketing, it is only the beginning, and there is a long way to go in the future.
With the advent of the Internet era and the formation of a new generation of consumer habits, the apparel industry is undergoing earth-shaking changes, but Senma stands out among many of the same types of brands through continuous marketing innovation.
This year, the 22-year-old Senma is still in constant action. In July, she joined hands with Tmall to gather together to create a “concept bankâ€. Through online and offline cooperation, we will create 100 million people with outstanding performance while selling 100 million people. Sharing positive energy; in August, Senma brand's first overseas store entered Saudi Arabia; in September, it boarded the New York Fashion Week T-stage to showcase Chinese fashion; in October, it completed its equity delivery with Kidiliz, becoming the world's second largest children's wear company; The Super Fan Festival is in full swing, and every step of Senma has gone quite well.
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