Recently, luxury brand MICHAEL KORS with the 40th anniversary of the limited series of new products - ASHYA X MICHAEL KORS co-brand handbag, exclusively debuted on the Dewu App, the first time is 1 day earlier than the official. The joint handbags launched by MICHAEL KORS on the Dewu App are different from the previous product styles, and through the combination of ASHYA's unisex style design, it highlights the de-gendered trend style, fits the values of young consumers advocating personality and freedom, and reaches a spiritual resonance with young people.
Prescient international brands have realized that being close to high-value young consumers is the future of brand development. International big names are understanding young people's things better, through the launch of new trends that impress young people, and have a close dialogue with young Chinese consumers. With the strict selection of products and the unique trading mechanism of "first identification and then delivery", the Dewu App has precipitated a high-value young group that pursues "quality", and at present, the post-90s and post-00s users account for more than 88% of the dewu App, and they have a strong sense of trust in the "high-quality, high-profile" trend new products purchased in the Dewu App.
The new products launched on the Dewu App include 2 ASHYA X MICHAEL KORS co-branded handbags: Multi and Bolo, jointly created by MICHAEL KORS and New York's cutting-edge accessories brand ASHYA, the handbag draws on ASHYA's iconic bag silhouette, selects sex color leather, prints it for exclusive custom prints containing West African characteristic woven patterns and MK Signature Logo, and introduces West African characteristic weaving techniques. It conveys the extraordinary spirit of craftsmanship and the incomparably precious historical significance, and reflects the aesthetic value of West African textile artworks. The two co-branded bags take into account both fashion sense and practicality, and both provide a variety of wearing methods to meet the needs of young people's personalized fashion style and help them interpret their own style.
To create a trend new product that meets the aesthetic personality and emotional value of young people, it has become an important strategy for international big names to capture young people through the first launch of the Dewu App. Previously, the world-renowned high-end glasses brand "Kering Glasses" officially settled in the Dewu App, and launched KE-STYLE limited gift boxes and exclusive limited styles. In December 2021, Adidas officially entered the Dewu App and launched the exclusive Adidas Originals x Quiccs artist's blockbuster new products in Asia.
In the Dewu App, young users are extremely sensitive to "limited" and "co-branded" new products with spiritual value. In the Dewu App community, it gathers trend consumers, brands, enthusiasts, and ordinary users, releasing the social nature of the younger generation that loves to discuss and share. Dewu App "transaction + community" model, clear and efficient conversion link, so that young people in the interaction efficient "planting grass", on the one hand, the brand through the young people in the App community to share the pictures, videos, etc., into the young circle, the establishment of emotional links, directly promote the sales conversion of goods; on the other hand, young people after purchase to share the consumer experience and real feelings, continue to precipitate brand equity. The continuous cycle of "planting grass", "pulling grass" and "replanting grass" cultivates a loyal and sustainable consumption potential for the brand.
Previously, Breitling and Dewu jointly created a new limited edition "Dewu Wonderful Gift Box", and continued to update new product dynamics and high-quality trend content in the Dewu App community, effectively enhancing user brand awareness and efficiently "planting grass". After the launch of the new gift box, there are constantly users posting pictures to share, brands can dynamically understand the real feedback of Chinese consumers, and these fresh contents have circled more young users.
According to the analysis of industry insiders, rejuvenation is the core strategy of the current international brands, taking the new products loved by young people as the starting point, reaching the first cooperation with young people to penetrate the higher online position, and international brands explore an effective way to impress Chinese young people. "The loyal and young high-value user ecosystem and the unique model of 'transaction + community' are attracting more international brands to deepen cooperation and establish real and close ties with young Chinese people."
Author: Zhu Wei
Editor: Liu Liyuan