Dior "Flood Power" Broke Out On The Tanabata Limited Package Overnight Robbed.

It is right to say that women's money is the best way to make money.

August 1st, top international

Dior launched a Lady Dior Small Tanabata handbag, which is limited to the classic limit of pink. Unlike previous marketing strategies, Dior sold for the first time online. It was not thought that the $28 thousand handbag was snapped up by consumers when it was opened. It sold out only after a day and a half, causing many uproar in the industry to become another successful example of luxury marketing.

　　Dior能够在一夜之间将一款价格不菲的限量手袋销售一空，在整体行业增长遇阻的今天实属不易，论其关键因素可归为三点：首先，选了一个黄道吉日，借势营销在情人节前夕推出节日限定产品，既把握住了消费节点，也抓住了消费者对于“节日限定”的心理诉求;其次，从这款Lady Dior Small七夕限定款产品来看，选用了Dior最为经典的“戴妃包”，粉色更是击中万千少女所爱，从时尚的角度满足了女性消费者的需求;第三点，也是这次营销案例取得成功最为关键的一点，Dior此次首度试水电商，通过官方微信平台进行线上销售，除此之外，还联合了互联网品牌乐视在超级电视中的轮播频道中通过边看边买的方式扫描屏幕二维码选购商品，这也是Dior第一次和OTT合作在电视大屏上售卖产品。

What is the power of flood?

If Tanabata Valentine's Day is "sky time", then the choice of music as the sharing platform is "geographical advantage", and the high-end users of super TV are "people and", combined these necessary conditions, Dior this limited handbag can be exhausted by seconds is not difficult to understand.

Dior has chosen to cooperate with music as a whole, and has tried to innovate marketing on the big screen of TV through intensive strengthening. This is a big step for international brands to explore in the market. Why do Dior choose to watch music among many TV manufacturers?

After three years of development, music has become the first smart TV brand in China. It is ahead of other Internet TV brands and traditional TV manufacturers in large screen operation.

Take the enterprise radio station project co operating with Dior as an example, the super TV broadcast channel is the ultimate product created by music based on the vertical integration of music as the ecological innovation. It can not only provide users with huge amounts of film and television content, but also provide advertisers with distinctive brand marketing methods.

According to Dior's brand positioning and brand image, music tailored for its super TV to launch di Dior channel Live90 enterprise broadcast channel.

In the super TV Live90 enterprise broadcast channel, it covers the latest Dior 2016 show, the stage backstage tidbits; Dior's clothing, handbags, jewelry technology detailed; Dior advertising blockbuster; Dior fashion show star interview; Dior creative director interview and other more than 100 video content related to Dior, 24 hour continuous broadcast, so that viewers through the super TV HD screen, more clearly and intuitively understand the brand culture and art style.

In addition, in order to better meet the marketing needs of Dior, in the process of programming, we take full account of the tag attributes of Dior customers and potential customers.

According to the labelling analysis of the music video data analysis system LeMatrix, the music and American audiences have the characteristics of being younger, highly educated and high earning, which fully meets the needs of Dior's potential customers scanning.

We use data backstage to label the content and integrate the rich copyright content in the music view ecosystem, and import a higher concentration target group for Dior.

While watching and buying is an interactive function of the super TV EUI system.

Users use music as super TV to view content, they can easily view and buy programs related products, and the same products will be pushed to users in time.

The purchase method is divided into two ways: telephone purchase and mobile phone scanning code purchase. Users can purchase and pay directly.

For example, when you watch "Dear plator", the costumes, jewelry and so on will be displayed on the screen with Yang Mi. You can buy the stars in the same order directly.

It is the combination of these two eco screen advertising products that created the Dior's "Tanabata myth".

Take the Dior limited handbag as an example, the price of each bag is 28 thousand yuan, according to the sale situation of one day and a half sold on sale, if the super TV sells 100 handbags at the end of the day, it will bring 2 million 800 thousand yuan to the advertiser in a month, and the total sales estimate for the whole year will exceed 30 million yuan. This figure is quite amazing, and this is just a product.

Through eco operation, music has attracted more than 200 brands including Mercedes Benz, BMW, Infiniti, Chanel, Dior and so on, and more business customers have joined the ecological sharing platform because of seeing the fruitful fruits of Dior and other projects.

As Liang Jun, the new president of music, said in an interview, "super TV is not a TV, but a set of open closed loop large screen Internet Ecosystem built through vertical integration of industrial chain and cross industry value chain reconstruction."

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Sustained ecological economy

In May this year, lettsun launched the world's first family scene large screen eco shopping platform, music video shopping. Compared with traditional TV shopping, it has the core advantages of video, scene, ecology and platform, which is more in line with the consumption habits of modern young people.

According to the data of the intelligent terminal Research Institute, the users of super TV are mainly concentrated in the second tier cities; the age group is 25-35 years old, highly educated, and high-income groups; 58.1% of music super TV users earn over 10 thousand yuan monthly household income, and more than half have their own homes and private cars.

In the first half of this year, sales of music as big screen shopping increased rapidly, showing the characteristics of high-speed Internet growth.

Among them, in June this year, the sales volume of music as big screen grew by 18.78%.

On the 618 big screen Shopping Festival, the price of music shopping mall is 594 yuan, which is more than 2 times the average value of the industry, and the conversion rate of sales is 1%, far higher than the average level of the industry.

Looking at the world, music has invested $2 billion to buy Vizio, the largest TV producer in the United States, to fully open its global development strategy.

After the acquisition of Vizio, the big screen eco platform will have more than 28 million smart TV entries, and the total number of users who play longer than 11 billion hours and up to 730 million will be more than 730 million. This number has exceeded the total number of Twitter and monthly live users.

Trend Force, a market research firm, also said that "China's LeEco will produce 14 million 570 thousand LCD TV sets this year, and become the third largest TV producer in the world after Samsung Electronics and LG electronics."

To sum up, music super TV has become the most valuable platform in the entire TV industry. Super TV is leading the industry into the age of ecology. It is changing the development track of the traditional TV industry, changing the standards of the television industry, changing the buying behavior of users, and changing the user's behavior of using TV. Super TV not only has unique ecological operation ability, but also can maximize the full release of user value.