Handu clothing put big advertisement

On April 20, Handu Clothes House announced that the planned number of special deal brand groups reached 5.3 million, which was significantly ahead of other brands in the same period. This time, the number of scheduled people was ahead of the second place by 37,000 people. This disparity was so wide. Also benefited from the latest spokesperson Han Zhixian. In the case of Fanke brand advertising investment, Han Du clothing house signing Jeon Ji-hyun is even more than a network clothing brand determined to return to the glory of the year.

Around 2014, "Heirs" and "You From the Stars" raised the Korean wave here. Han Dousha naturally did not miss this opportunity. Therefore, before signing Jeon Ji-hyun, the position of the spokesperson of Hando’s clothes house must be a distinct representative of South Korean elements, including Koreans and domestic artists who are developing in Korea; followed by the most red and first-line stars, who could become the hottest representatives of the year. Third, it must represent youth, fashion, and vitality, because this is the market crowd positioning of Handu clothing business model. Jeon Ji-hyun is a model who is full of fashion. Although “My Sassy Girl” has become a thing of the past, the image of Chie Chung-Ie in “You From the Stars” makes his youthfulness, vitality, and fashion fully conform to the positioning of Han’s clothing houses. As a result, Jeon Ji Hyun eventually became the spokesperson for Hando.

The “Monthly Market Monitoring and Analysis Report of China Garment Industry” released by the Industry Research Institute of Forward-looking Industry shows that for China’s apparel network brand (Amoy brand), it seems that the behavior of the spokesperson is not much, except for the large-scale advertisements at the beginning of the establishment of Vanke. Investment, advertising costs of other online brands are less. The network brand is mainly developed with the e-commerce in China. At that time, the clothing entity brand did not pay attention to the online channel, which also left room for the growth of the online brand at that time. However, with the weak domestic and international demand in the clothing industry in the past two years, coupled with the high level of industrial inventory, especially sportswear, casual wear and men's clothing industry began to speed up the pace of inventory clearance, online channels have naturally become the focus of pioneering areas. The influx of a large number of physical brands has pushed the living space of online brands to be squeezed, and once customers have relocated their production capacity to Southeast Asia to reduce production costs. After experiencing rapid growth in previous years, Vanke has also entered a bottleneck stage.

From the “double 11” promotion in 2012, the total turnover of 36 women’s and women’s merchants was 878 million yuan, accounting for 24.4% of the apparel trade volume of the top 200 merchants. Among the 36 women's clothing merchants, there are 20 online brands with a total turnover of 484 million yuan, accounting for 55% of the top 200 women's trading volume. Among them, the online brands such as 帛 帛 and Inman ranked first and second in the women's turnover. Bit. It can be seen that women's online brands have more obvious advantages than other segments in the "double 11" sales. Then, in 2013, “Double 11”, the advantages of online brands in the apparel industry are no longer obvious.

The clothing industry report released in the forward-looking direction shows that the reason why the apparel network brands used to invest less in advertisements was because they were “profitable” at the time and they could be at peace with one another. On the other hand, the timing was not very mature and there was no large amount of money like a guest. The same as advertising investment caused market repercussions, where guests signed contractors Han Han, Wang Haodan, Huang Xiaoming, Li Yuchun, etc. to do the endorsement in the previous years, the brand effect is very prominent, each time caused a trend. Han Duo’s clothing house can spend a lot of money to hire spokespersons, mainly because it has built a complete supply chain and single product operating system throughout the past two years, which laid the foundation for the brand's influence; followed by the positioning of Han Du clothing house. Originally, it is more in line with the Korean Wave. The slogan is "No time to go to South Korea? Come to Handu clothes!" This is also an important reason why Han Douyi locates Jun Jixian. Signing a celebrity endorsement has also become a means for online brands to shake off competitors. In the present, it can also be regarded as differential competition.

In addition to the Handu clothes house, Jeon Ji Hyun is the global spokesperson for Uniqlo, and Uniqlo’s brand sentiment will be passed to Hando clothes house to some extent. In fact, Han Tao’s Taobao guest is the essence of its promotion. It is the highest conversion rate in the apparel field. Now the material is Quan Zhixian, and the conversion rate will undoubtedly be higher. The effect of Jeon Ji-hyun’s endorsement is far from this, because Hando’s clothes house has not yet been tailor-made for Jeon Ji-hyun. Han Du clothing will play the role of guest in the future, once again lead the Amoy brand to lead the trend.