At a time when rejuvenation has become the norm, young people have become fragrant, and major brands have thrown themselves into the traffic battle of Gen Z, and seizing users' minds from the inside out has become a mandatory course for brands.
Semir, a national brand that has always pursued "comfortable and fashionable", launched the "Semir Easy Down" to meet the needs of young people to reduce their burden, and joined hands with Ren Ziwei, the world champion with his own "sense of ease", to open an interesting and heartfelt relaxed marketing around the new products, and successfully established a new product cognition of "light, warm and fluffy without burden".
Hand in hand with world champion Ren Ziwei, the strength interprets "light and fluffy without burden"
For today's young people, busyness is the norm, not busy but a bit "perverted", in the face of the accumulation of work and life trivialities, they hope to break free from the invisible pressure net and find a relaxed and comfortable state. And in winter, when everyone is "sealed" by thick clothes, the desire to maintain a light posture makes them put forward higher requirements for the light warmth of down jackets. Sensing young people's desire for "burden reduction", "relaxation" and "comfort", Semir chose to restore the essence and true function of down and launched the new "Semir Easy Down", creating a light, warm and fluffy burden-free wearing experience for users.
Through the ingenuity pursuit of down, fabrics and craftsmanship, Semir Easy Down brings consumers a "light and fluffy and burden-free" consumer experience from the inside out: the inside is selected with high-quality down, 600+ fluffiness is just right, it is warm and light and not bloated, and it can be easily worn fashionably and beautifully, making the winter street its own fashion show;
Soft and comfortable to the touch, the dense soft fabric has excellent waterproof performance, can easily cope with rain and snow, save the trouble of taking care of, so that everyone can dress without burden; Unique seamless process, through 3D seamless gluing, avoid pinholes caused by quilting, rest assured to put on and take off, no need to worry about the embarrassment of drilling fleece, free to move without pressure. "Easy Down" conveys the concept of "comfortable fashion" that the brand has always adhered to, bringing young people a sense of physical and psychological burden-free and relaxed, and proving with strength that "Semir Easy Down is light, warm and fluffy without burden".
The aroma of wine is also afraid of the depth of the alley, if a good product does not have a matching means of communication, it is difficult to have a day out of the circle, Semir's way to break the game is: choose short track speed skating world champion Ren Ziwei as Semir easy ambassador, with the help of celebrity effect to leverage a wider range of communication.
Ren Ziwei's unfettered sense of speeding on the field and his attitude of pursuing ease and freedom in life are very compatible with Semir's concept of easy down and no burden; In 2022, he won the new identity of "short track speed skating double champion", and like the new Semir easy down that brings a "relaxed and comfortable" experience, he will open a new chapter with a "new" look.
The world champion who wins glory for the country and the pride of domestic products that adhere to their original intentions have a natural positive energy of 1+1>2, and cooperation with each other can arouse the national feelings of the audience. Therefore, the domestic brand Semir chose to join hands with the national champion Ren Ziwei and shot a "relaxed blockbuster" with both personality and brand characteristics, interpreting the "light, fluffy and burden-free" life together, bringing a new relaxed and warm experience in this winter.
With the help of the world champion and the spread of "easy blockbuster", the selling point of the new product "light and fluffy and burdenless" is deeply rooted in the hearts of the people, and Semir's brand spirit has also been better spread, and clothing has become a tool for self-expression, and everyone can wear easy down and be a relaxed self.
All people interact with ease and play with young people
As aborigines in the Internet era, the younger generation is more keen to express themselves, talk to brands as equals as friends, and play when they are fine. Semir sees young people's desire for "relaxed and comfortable" and communication, chooses to interact with young people's life situations, and plays and co-creates with them, so as to establish an effective connection between the brand and consumers.
Use a strong resonance communication to deeply interpret the sense of ease. Semir and the brand with its own relaxed attributes launched a relaxed literature competition, encouraging users to take out their own winter stress relief goodies, aiming at the pain points of young people to launch an emotional collision about the experience of relaxation. A large number of netizens expressed their views and discussed warmly, interpreting "what is relaxed" from all angles.
Use a fun interaction to deepen the understanding of product ease. On the Douyin platform, the main position of young people's interest and social networking, Semir launched the #Velvet Me Float National Challenge, conveying the brand attitude of "relaxed and comfortable" with a relaxed and elegant atmosphere in winter, allowing users to immerse themselves in the brand spirit of "what you wear".
Use a national pop-up interaction to convey the brand's relaxed wearing attitude. Semir has created a relaxed down themed zone offline, creating a relaxed atmosphere with weightless floating state, attracting many Internet celebrities to check in and visit the store, immersing themselves in the burden-free relaxation brought by Semir easy down. The novel and interesting scene interaction form, the discussion and attitude expression of "relaxed and comfortable" clothing among young people, have made many fans also follow the trend to participate in the check-in interaction, driving the brand's voice to continue to rise. As of press time, the exposure of #velvet me floating#topic on the whole network exceeded 100 million, setting off a national "easy relay" carnival.
Through a series of relaxed interactions with young people, Semir skillfully unites products, marketing and consumers to promote brands and new products to break the circle, deepen the awareness of "light, warm and fluffy and burden-free" new products, convey the brand spirit of "what you wear", and open up the young market in an all-round way.
Open up online and offline marketing links to achieve dual empowerment of product and efficiency
Good marketing must not only bring about the gain of "product", but also promote the closure of "sales". Starting from the release of "Easy Blockbuster" with Easy Ambassador Ren Ziwei, Semir's every communication action is virtually building different consumption fields, omni-channel drainage to help GMV, and creating the conversion of marketing to consumption.
Create an easy experience store offline and break through the link between people and goods. Under the consumption trend of "simple, rapid, impulsive and emotional" in the FMCG market, consumers are accustomed to consumption nearby, impulse orders and diversified choices. Semir has taken a fancy to this and upgraded and built digital benchmark stores in eight cities including Hangzhou, Changsha and Tianjin to provide consumers with digital experience consumption. Six major sales channels, including stores, Douyin, and WeChat mini programs, have been opened up in a global manner, shortening the path from knowledge to purchase, opening up the marketing link of people and goods yards in an all-round way, and improving brand favorability and product sales.
Online multi-platform linkage efforts, omni-channel to help GMV. Semir linked up with the "big brand a day" IP of the Douyin platform, and at the same time continued to plant grass and easy down on social platforms such as Weibo, Xiaohongshu, and Douyin, leading users to the online mall and building a perfect sales channel. During the event, online sales increased significantly, effectively enhancing the recognition of the Semir brand and new products, deepening the brand's mental position, and promoting explosive sales growth.
On the basis of understanding the culture of the times and insight into the needs of young people, Semir has delivered brand and product information in an all-round way around the concept of "easy and comfortable" through a series of online and offline "easy relays", opened up the global marketing link, and achieved a win-win situation of volume and sales.
For Semir, behind the launch of the new Semir Easy Down and the selection of the world champion as the new brand ambassador, it is not only a product upgrade, but also a new attempt and upgrade of the brand, which successfully conveys the "comfortable and fashionable" attitude that Semir has always adhered to and the selling point of the new product "light, warm and fluffy and burden-free", which circles more target users and gives the brand more youthful and dynamic images.