波司登霸屏分众60城 引爆双11销量破7.4亿!
品牌动态

波司登霸屏分众60城 引爆双11销量破7.4亿!

2018.11.21

  刚刚惊艳纽约时装周的波司登,双十一又传来捷报,天猫旗舰店突破4.2亿,全渠道销售破7.4亿,均以翻倍的数据刷新了纪录。而波司登取得佳绩的关键在于聚焦主业,回归主流。

波司登霸屏分众60城 引爆双11销量破7.4亿!

 

  今年8月,在波司登与分众传媒战略合作的发布会上,波司登董事长高德康就表示:“分众传媒作为全球第一的电梯媒体集团,精准覆盖主流消费人群。分众传媒精准的受众定位和强大的品牌引爆力,对波司登剑指千亿,筑高品牌核心竞争力,将起到至关重要的作用。”

 

 

波司登霸屏分众60城 引爆双11销量破7.4亿!

(分众传媒董事长江南春与波司登董事长高德康)

 

  继8月第一轮投放分众电梯媒体12城之后,10月底第二轮投放更是霸屏60个主力城市,为护航双十一品牌引爆起到了关键的作用,据了解,双十一期间,线上抢购,线下排队!11分11秒加入亿元俱乐部,60分破2亿超去年双11全天,不满2小时设计师联名款全网售罄,8时44分破3亿同比增长128%。

 

  当日,天猫销售总额突破4.2亿,全渠道销售达7.4亿,创新历史新高。

波司登霸屏分众60城 引爆双11销量破7.4亿!

 

  中国服装市场规模巨大,在消费升级驱动下,增长迅速飙升。而主导消费升级正是高学历、高收入、高消费的主流人群。主流人群更注重品质,乐于分享,是品牌的全新定义者和消费风向标。今年,波司登主动求变,聚焦核心资源,回归羽绒服主业,力求激发品牌活力、重回主流视野,关键就在于赢得主流人群的选择。

 

  “波司登需要快速和主流人群建立联系,激活消费者对这个品牌的认知,让大家知道优秀的波司登又回来了。与分众传媒的战略合作是波司登聚焦主业、回归主流的重要战略部署。”波司登高级副总裁芮劲松对其品牌战略做了进一步解读。

波司登霸屏分众60城 引爆双11销量破7.4亿!

 

  分众传媒凭借覆盖电梯这一核心场景,以“主流、必经、高频、低干扰”的优势抓住线下流量入口,已赢得越来越多的传统品牌青睐。如郎酒、飞鹤奶粉、芝华仕沙发、居然之家、良品铺子等传统品牌也开始长期大额投放分众,并取得销量的大幅增长。以飞鹤奶粉为例,根据公开数据显示,今年上半年销售额为52亿,同比总体增长近60%,双十一期间,提前完成百亿销售额。芝华仕沙发风暴式投放分众的电梯电视和电梯海报期间,其知名度提高了72%,百度搜索指数提高98%,十一期间首轮广告投放后,销售目标完成率达158%,同比去年增长60%以上。

 

  在全新战略的指引下,波司登重投分众传媒,从12个到60个主力城市,紧抓城市主流人群每日必经的电梯场景,将波司登羽绒服的品牌价值与匠心品质传递给3亿主流人群, 通过主流人群的示范效应激活品牌,引领行业腾飞,成就千亿梦想!


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