荣登最火新年礼物榜单黑马  波司登如何逆袭出圈?
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荣登最火新年礼物榜单黑马 波司登如何逆袭出圈?

2021.01.21
  荣登最火新年礼物榜单黑马  波司登如何逆袭出圈?
 
       后疫情时代,消费市场重新洗牌,越来越多的新锐品牌涌入市场,“内容为王”已不足以成为品牌破圈的唯一核心营销理念。如何精准突破,对于国产品牌来说则极具挑战,转型升级、促进内需、获客创新及内容输出,都将是产品之外的品牌延伸触点。
       
       数字化变革推动了2015年至今的第三次国货浪潮,国内消费者对于国产品牌,尤其是知名老品牌的偏好程度日益增加,越来越多被赋予“国货之光”标签的品牌进入消费者的视线。今冬,波司登就一跃成为新年战场的一匹黑马,凭借即御寒有型又具有防护功能的羽绒服产品,在众多新年礼物榜单中皆收获一席之地,成为今冬最火的新年礼物。那么,波司登究竟是如何突围成为众多权威媒体和流量市场的推荐首选呢?
 
 
 
天时地利 极冷寒冬助力品牌增速 
       
       寒冬腊月本就是羽绒服品类炙手可热的时节,感冒、鼻炎等多种疾病高发的寒潮时节促使御寒产品成为消费者刚需,而从去年经历了疫情波浪式的反复侵袭后,人们对于自己及家人健康的关注也陡然上升。而今年的拉尼娜事件—— 气候专家关于“近年来最冷寒冬”的预测更是从2020年10月起就不断加剧着人们对于此次冬季气候的未知恐惧。多重因素的叠加反应,不可避免的成为了推动羽绒服品类备受关注的外部环境诱因。当波司登品牌了解到这些外部诱因所催生的用户新需求后,通过与南极科考合作等方式进行行业背书及产品重构,以更具性价比和技术含量的羽绒服产品,如满足御寒刚需的极寒系列或融入更多设计元素的设计师联名系列,以配合用户的新生活方式,解决用户痛点、满足用户需求,加快销售转化并带动裂变式传播。
 
《新浪时尚》新年礼物推荐榜单
 
万茜小红书晒波司登新年礼物
 
      波司登凭借卓越的品质和不断创新的设计,赢得了《新浪时尚》、《嘉人Marie Claire》、《OK!精彩》等众多权威媒体的认可与赞赏,更获得了《黎贝卡的异想世界》等以高流量、高质量而知名的头部意见领袖的强势种草,以黑马姿态成为了各大平台新年礼物推荐榜单的流量新宠,成为服饰类新年礼物首选推荐及消费者心中的暖心赠礼首选。同时众多知名企业如新浪,分众和华谊,都选择了防寒防感冒的波司登羽绒服作为新年礼物赠送员工。知名演员任达华,万茜,孔雪儿也都选择波司登作为新年之礼馈赠亲友。在这个特殊的寒冬,掀起一股“波司登热”。元旦首日,波司登仅线下零售额便已突破3亿元,创造了历史新高。波司登可谓是今冬当之无愧的民族品牌黑马,是寒冬中逆势生长的一股温暖力量。
 
专业专注 以科技引领品牌升级 
 
      国产品牌进入掘金时代,除借助《中国制造2025》等宏观政策支持外,进行产品创新、提升自身竞争力依然是品牌长久发展的核心举措。波司登以消费者为中心,从产品思维转换为用户思维,注重需求洞察、用户反馈、研发升级等全方位考量,各个环节紧贴消费者需求。包含针对高寒生活或旅行御寒的刚需用户推出的“极寒系列”和“高端户外”系列;以时尚为核心设计理念,推出完美融合功能性与时尚性的时尚运动系列;城市运动系列则在多重抗寒防护的同时,搭配多种廓形设计,从而满足年轻群体的日常穿搭喜好。围绕不同的生活场景进行全面的数据化洞察,为波司登赢得了不同市场群体的青睐。在科技加持方面,波司登可谓是行业引领者,不断汇集整合全球优质资源,进行自我迭代创新及突破。联合中国南极科考推出专业保暖系列,并成立“极地功能性羽绒服项目”;而“登峰系列”羽绒服更是斩获第四届“中国优秀工业设计奖”金奖,成为唯一荣获金奖的服装产品;2020年10月,波司登再度携手爱马仕黄金时代缔造者——让·保罗·高缇耶,打破时尚文化界线,首创风衣款羽绒服。波司登秉持着专业专注的精神,用羽绒服演绎了高品质和新时尚,兼顾新人群与年轻消费力,进而成为高势能企业年货优选及名人明星赠礼新宠。
 
波司登“新一代羽绒服”大秀
 
逆势而上 线上线下聚合发力
 
       后疫情时代,全景生态流量应用与渠道组合流量叠加应用已成为触达目标用户的必经之路,对此,波司登亦迅速调整了生产运营模式。作为44年历程的民族品牌,波司登在拥有群体广、数量多、黏性佳的线下购买力的同时,又大力推进新零售转型,打通渠道数据,驱动线上线下相互赋能;在过去的一年中,波司登稳步推进新零售转型,实现了电商渠道营收的高速增长。双十一期间,波司登全渠道销售额突破15亿元,线上零售金额同比上涨超过25%;双十二线上销售额同比增幅达42%。2020年双十一、双十二购物节,波司登稳坐天猫国内服饰品牌线上销售量冠军宝座。1月5日,波司登集团(03998.HK)公布2020/21财年前九个月业绩公告。数据显示,波司登品牌羽绒服业务流水线稳健增长,零售额同比增长超过25%,多家证券机构维持“买入”评级,上调盈利预测,波司登更是凭借其自身业绩及行业贡献等持续价值回报,荣获“2020年度金港股大奖”。借助冷冬降温及去年暖冬终端受压带来的连锁效应,预测经历元旦、春节两大核心节点后,其羽绒服品类将持有更加广袤的市场渗透率,赢得品牌双渠道和双创新的逆袭增长。波司登通过不断完善线上线下经营一体化,实现线上线下协同发展,为波司登向高效、精准的企业运营方向不断迈进,不仅实现了波司登企业经营的全面优化,也实现了商品经营效益的持续提升。
 
       目前荣登各大新年礼物推荐榜单的波司登,能否在春节阶段再创销售业绩新高,将成为品类市场的瞩目话题。纵观全局,在数字技术和渠道传播的全方位支撑下,国货品牌的崛起已成为不可小觑的市场趋势,而像波司登一样能够兼顾品牌与品质、不断转型数字化营销、创造细分功能价值点、赢得消费者关注并获得国产品牌感情附加值的民族企业,注定将引领“新国货,定义时尚“新潮流“。

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