Column | Super show
Keywords | Ice and snow sports digital intelligent management
Countdown to 16 days! As the 2022 Winter Olympics kick off, public attention is focused on snow sports and their associated lifestyles. TNF North together with KAWS, FACTION hand in hand Gu Ailing, as well as BURTON, Desante, phenix, Salomon and other brands have all made efforts, this issue of the super show can take you to see how they are with the help of Alimama, deeply embracing digital intelligence management, for the local market operation to lay a solid foundation.
Freestyle ski champion Gu Ailing, who has been breaking the record of winning the championship, is about to compete at his doorstep and become a hot topic. In addition to the events, the popularity of ice and snow sports is also soaring. In recent years, alpine ski resorts have become the destination of "poetry and distance", indoor ski resorts have flourished in the southern urban business districts, and the Tmall Ice and Snow Festival has set off a high-energy atmosphere of "New Year's First Skating" and "Ice and Snow Grass Season", allowing the public to focus on ice and snow sports and its related lifestyles, as well as major brands in the field of ice and snow. In this ice and snow event, Alimama cooperated with the brand to carry out digital and intelligent business layout, reach consumers more efficiently, seize the brand and product mentality, better serve the ice and snow events and consumers, and cheer for the Winter Olympics.
According to a report released by the State General Administration of Sport, since the successful bid of Beijing to host the Winter Olympics in 2015, the number of participants in ice and snow sports has reached 346 million, achieving the overall goal of "driving 300 million people to participate in ice and snow sports".
Around the ice and snow sports, professional skis represented by skis, as well as helmets, gloves, face protection and other indispensable protective gear for the ice and snow environment, as well as ski clothes, sports underwear sets have spawned a new category. With the rise of ice and snow sports in China, international big names have deeply cultivated the Chinese market, hoping to continuously improve the value chain of local operation.
We see that the representative brands of ice and snow sports have established a brand position on Tmall, with the help of the industry, to efficiently reach Chinese consumers to carry out the layout, at the same time, they are also actively embracing digital intelligence management, deepening the connection with ice and snow enthusiasts, outdoor sports crowds, and laying a solid foundation for the operation of the localized market.
In this issue, let's take a look at how they are made!
01
Holding hands with Gu Ailing to cheer for the Winter Olympics
FACTION
Recently, FACTION and China Ski Girl Gu Ailing have joined hands again to launch the 2122 snow season joint snowboard. The collection consists of three styles, covering a variety of uses from ski slopes to park freestyles, applying the theme color of Chinese red and the theme of "dragon among people" to bring sincere "Chinese style" to Chinese consumers.
Born in the Swiss Alps, FACTION is a young brand full of personality and rebellion. The FACTION team calls itself "a group of maverick dreamers and actors", outside the large-scale brand mass production model, constantly investing in technology research and development to create high-quality skis, by the world's top athletes to join the product experience and quenching process, to the competitive quality as the benchmark and continuously upgrade the product, so it has attracted a lot of ski enthusiasts around the world.
After entering Tmall in 2021, FACTION has started China's digital and intelligent business journey. In the 2022 Goods Festival, Gu Ailing's same style of skis was selected into the Tmall snowboard hot list.
02
北面(The North Face)
Founded in 1966, North is a key member of the U.S.-listed VF Group, dedicated to providing professional equipment for every harsh adventure of outdoor athletes. In 2006, kit DesLauriers, a northern athlete, wore a Himalayan suit and became the first to slide down a snow-capped mountain from the highest peak on seven continents. The north's exploration in the field of ice and snow sports does not stop there, from the product end to the market end to continuously expand the spiritual connotation of ice and snow sports.
In 2022, a series of cross-border collaborations between The North and the artist KAWS are of concern. As a representative outdoor brand, North Side continues to explore the collision with art and culture in addition to hardcore majors. With the Winter Olympics approaching, Beimian fully supports and sponsors the exhibition activities of "KAWS: HOLIDAY" Changbaishan Station, and launches a joint series "The North Face x KAWS", so that the brand spirit of "Exploration Never Stops" in Beimian can reach consumers. In order to further promote ice and snow sports, Beimian has recently launched a series of activities in Changbai Mountain, inviting more than 100 outdoor and ice and snow sports enthusiasts from home and abroad to experience snow trekking, snow camping, mountain skiing and other links. In the extremely cold environment with an average temperature of minus 15 degrees Celsius, break the routine, explore the outside world, and spread the charm of ice and snow sports before the upcoming Beijing Winter Olympics by calling for personal participation, stimulate the enthusiasm for the Winter Olympics, and empower the ice and snow industry. As the world's leading outdoor sports brand, TheNorthFace is committed to exploring and challenging the limits of human potential with products tested by professional athletes to meet various outdoor needs, while at the same time, the brand is committed to protecting the outdoor environment and reducing the impact of human beings on the natural environment through various sustainable development solutions.
03
BURTON
Founded in 1977, BURTON, the world's leading snowboard brand, has been insisting on designing and producing the industry's cutting-edge snowboard products and outdoor products. Burton founder Jake Burton Carpenter is known as the "godfather of snowboarding", and his improved and upgraded equipment such as skis has become an important boost to the snowboard era. Since 2006, BURTON has been a long-term sports equipment supplier for the Chinese national snowboard U-track team and has flourished in the Chinese market in recent years.
Since entering Tmall in 2019, BURTON has continuously embraced the process of digital intelligence and strengthened omni-channel online and offline integrated consumer experience services. With the gradual rise of the veneer movement in China, BURTON, as a representative brand, wants to better understand local consumers, keep up with the changes in the Chinese market, discover new trends, and better meet the needs of diversified consumers.
To this end, BURTON provides a rich product line, want to go deep into the circle community, accurately reach the ski crowd and pan-outdoor crowd, in this process, Alimama's Uni Desk and Wanxiangtai scene play, as well as pin sales treasure, Taobao Tmall through train, super drill exhibition, super recommendation, super live broadcast and other digital intelligent business tools, for BURTON to achieve accurate pulling new provides a great help. At the end of December, burton tip AK457 snow suit sold out on the shelves. During the New Year Festival, BURTON's exclusive online tiger-patterned ski TYGRA SNOWBOARD for Chinese consumers was limited to the shelves, and the first batch of 30 seconds sold out.
For BURTON, the recent boom in ice and snow sports in China and the operation of digital intelligence have opened an excellent window of time for the brand to popularize snowboarding and culture, and are accelerating the localization process of the brand.
04
Desante
High-end professional sports brand DESCENTE Desante officially announced Peng Yuyan as the brand spokesperson, accurately interpreting Desante's 87 years of professional sports history and unique sports aesthetics, and at the beginning of the year, it joined hands to render Desante's 2022 Spring/Summer SKI REPLICA ski-inspired lifestyle series, paying tribute to the spirit of challenge.
All along, Desante has been committed to finding such a group of elites who actively meet challenges and love sports in the world, called "MOVER", form a connection with them, carry out dialogue, and promote to the world the spirit of focus and challenge they have shown in different fields, while driving sports innovation with design, through professional and excellent sports design, to influence and encourage every "MOVer" who loves sports to dare to challenge and innovate and break through themselves.
In the second half of 2021, Disante opened the ice and snow marketing campaign, focusing on the communication theme of #precision, superiority#, the linkage platform communicated with consumers during the double 11 period to communicate with the ski theme, focus on professional skiing, create a sharp goods explosion, and jointly promote the new products of the top goods on the vertical platform of skiing, attract a large number of accurate people, and precipitate the ski mentality through double 11 as the brand.
At the same time, Desante applies Alimama Wanxiangtai's "new fast" and "product acceleration" and other gameplay to improve the efficiency of product operations and seize the awareness of new product users.
At the same time, in the crowd and the goods field continue to improve efficiency, Desant has practiced a unique digital intelligent business style, and will also make great achievements in the new year.
05
phenix
Founded in Japan in 1952, the phenix brand is a functional brand derived from skiing and has accompanied many top skiers to the field. Phenix has nearly 70 years of technology research and development accumulation, and now extends from the study of sports and technology to the attention of people and life, and brings the spirit of skiing to ordinary consumers through products.
With the rapid growth of china's ski population, phenix began to launch young and fashionable products in China, quickly reaching the Z generation consumer population. In 2021, Phenix has increased its investment in various events and brand communication activities, hoping to try digital intelligence to optimize product development and creative optimization strategies. At the recent Tmall Ice and Snow Festival, phenix used Alimama's Taobao express train, gravitational cube, pin sales treasure, star store and other products to pull new and accurate transformation for the crowd. During the 2021 Double 11 period, Phenix also tried the super interactive city gameplay to open up new marketing scenarios.
From the end of 2021, Phenix has successively held Asia's first skating openboarding event and the Phoenix Cup National Mass Alpine Skiing Competition for the Winter Olympics in Xinjiang, attracting the attention of the media and consumers through the circle layers such as snow friends and ski clubs, as well as new snow catwalks and snow pop-up shops, and the amount of communication has exceeded 100 million. In January 2022, Phenix held the "Philippine Skating" Ice and Fire Colosseum Park Challenge at the Great Lakes Ski Resort, and added the interactive elements of the Tmall Ice and Snow Festival to the event, spreading more than 80 million voices.
In the future, Phenix will continue to deeply embrace digital intelligence, and continue to improve the efficiency of localization operations through the synergy of brands and platforms.
06
Salomon
Salomon was born in 1947 in the Annecy Alps of France and has grown into a world-renowned outdoor sports brand. In the snow and ice sector, Salomon focuses on double-board alpine skiing, cross-country skiing, wild snow, and snowboard freestyle and snowboard wild snow, hoping to make more people fall in love with the sport of skiing through excellent products, so it provides a full range of products from rental experience to professional competition.
In the era of digital intelligence, the competition between the industry is becoming more and more fierce, how to stand out in the industry and be seen by consumers is an important issue that Salmonon is currently concerned about, and membership and fan operations are the top priorities. With the launch of Alimama's digital intelligent business methodology and tools, Salomon saw the opportunity to accurately reach the ski crowd and achieve efficient operation, so the application of pin sales treasure and Taobao Tmall through train optimized the search terminal operation efficiency, through the gravitational Cube to achieve brand public domain crowd new and private domain crowd operation and maintenance, the application of Wanxiangtai scenario play to promote brand new products and members to pull new membership.
Through a series of attempts, Salomon is also actively opening up channels to provide skiers with integrated pre-sale, sale and after-sales services for the purchase of ski equipment. On October 6, 2021, Salomom debuted the THE WALL series on Tmall, which sold out in 30 seconds, and the cumulative number of viewers of the God-level players' Tmall live broadcast reached 130,000 in December.
While learning to understand consumers, Salomon hopes to use digital technology to achieve longer-term and stable brand growth.
What other ice and snow sports brands have you planted? Let me know in the comments section!