Fan effect

A popular TV drama or movie will drive the development of the surrounding industries. Recently, the Korean drama "You From the Stars" has triggered an upsurge of popularity in China. Tens of thousands of fans have been immersed in this drama and are also eager to pursue imitation of Korean and Chinese fashion. For a time, the clothes of the male and female protagonists were sought after by fans. According to industry insiders, if you have fans who have the world, traditional shoe-making companies may ask celebrity endorsements to get a certain degree of attention, but this degree of attention does not necessarily produce loyal fans and win economic benefits. From the current point of view, finding the right cultural products to be embedded in film and television commercials and capturing the power of fans is not to be underestimated.

Fashion show hit "Star with the same" sought after

Gentle Monster sunglasses, Gucci sweaters, burberry leather skirts, UGG snow boots ... ... Recently, a "Thousand Song Yi Yi concentration camp, do not learn to OUT" was widely reprinted in the WeChat circle of friends, the contents of The brand of clothing, shoes, bags, and accessories used by the heroine Thousand Sons in the drama “You From the Stars”.

One night, several tens of thousands of “shopping on the same funds” products of several large shopping websites were also brought online. On Taobao, a store launched a white thick woolen jacket with the same paragraph as Qian Songyi, with monthly sales of 3699 pieces; another same-length long-sleeved women's windbreaker sold 1,472 pieces a month; even the actor Dominic Jun The book "Edward's Wonderful Journey" read in bed before going to bed was sold in an online store for 3,877 pieces a month. Many buyers bluntly wrote in the evaluation that "Because of you from the stars," ".

Taobao shop with the same paragraph whether there is a problem of infringement, let us leave. However, the trend of “chasing the same funds” has not recently risen. As early as 2012, the hit TV series "Beijing Youth" ignited the passion of many young men and women to "review youth" and also made fans obsessed with dressing in the show.

It is reported that local brand Seven Septwolves by the male protagonist He Dong played by Li Chen is its image spokesperson, exquisitely used the implanted advertising to the extreme. Before the release of “Beijing Youth”, the seven wolves on their official microblog recommended the heroine Li Chen’s style of dress and played the brand slogan “Men is more than just a character, consistent in character”, which undoubtedly remodels the brand positioning. Posted in recent generations. Relevant data show that from August 10 to August 20 of that year, the number of seven wolves mentioned on Weibo reached a small peak, and this is exactly the period when “Beijing Youth” premiered in Tianjin TV.

Three-dimensional marketing grabs exposure

"For brand enterprises, to conduct in-depth cooperation with a good film and television work, we must first locate the actors' dress style according to the character traits of the play. Before and after the release of the film and television works, the film and television works and the protagonists in each city store should be In addition, for some products that may become 'explosive models', companies must place orders 3 months in advance to prepare for high-volume products to be available after the broadcast of film and television works." Participated in the production of urban love movie "201314", and sponsored the appearance of the male actor in the film, so companies have earned enough exposure and praise, all-round promotion of the "fast fashion" concept and commodities.

The success of Nochy's implanted product in the film is not only because of the fashion of its product design, but also due to its full use of internal and external channels, carefully planned a series of three-dimensional marketing interactive activities, and grabbed a high degree of exposure.

“The audience is often disgusted with naked product placements and companies are considering how to achieve 'no trace' marketing.” Wang Weiwei said that on the one hand, the company’s move to more than 100 popular cinemas in first and second-tier cities across the country on the premiere of the film. The viewers distributed tens of thousands of fashion gifts tailored for movies and festivals, and interacted with them on the spot. They received a warm response from the audience. On the other hand, leveraging on “201314”, through online and offline interactions with nearly one million members from the media, it has received the recognition and support of the majority of customers. At the same time, during the film release, Nuoqi simultaneously sold the same fashion section of the movie at his Tmall flagship store, which was highly sought after by fans and customers.

Initiating the trend to guide consumption

However, cooperation with film and television works also has certain risks. Wang Weiwei said that compared to sponsored TV dramas, companies favor sponsored movies because the return cycle of the films is relatively short, usually about a year, and the chance of the dramas being broadcast is relatively high.

“This time the Korean TV drama 'Chasing the Same Money' has brought a lot of inspiration to the apparel industry. In fact, there is no shortage of idols and no fans in the country. However, most companies still stay at the lower level of asking for idol endorsements. Mr. Lu, who is a personage in the industry, said that the neglect of the development of peripheral products of cultural focus, and the neglect of how to borrow a cultural trend to lead a lifestyle, has caused companies and brands to waste a lot of fans' consumption space.

“Who can launch the trend, anyone will have the initiative and core competitiveness to guide consumption.” Mr. Lu said that Europe and the United States are leading the trend with fashion design and technological innovation, and Japan and South Korea are leading the trend with cartoons, idol dramas and other cultures. As an industry insider, he hopes that in the future, China will develop more cultural elements that can be integrated with the industry and bring local brands to “pull the wind”.