日活增10倍潮牌被哄抢看「Monkey」如何打造年轻人认同的“品牌感”

  2017 NIANDI,SHISHISHIPINSHEJIAOCHANPIN HOLLA SUOSHUGONGSISHOUGOULEZIJIZAIMEIGUODEZUIDAJINGPIN Monkey,YINQI

  2017 NIANDI,SHISHISHIPINSHEJIAOCHANPIN HOLLA SUOSHUGONGSISHOUGOULEZIJIZAIMEIGUODEZUIDAJINGPIN Monkey,YINQILEGUONEIWAIXINGYENEIDEGUANGFANTAOLUN。ZHONGGUODECHUANGYEGONGSISHOUGOULEMEIGUODECHUANGYEGONGSI,QIETILIANGCHAJUBINGBUSHIFENXIANZHE,QUESHIXIANJIAN。DANGSHI36KEYECENGDUIQIYOUGUOBAODAO,WOMENFENXIZHEISHISHUANGFANGYOUSHIHUBU、BAOTUANQUNUAN、DUIKANGJUTOUDEXUANZE。NEIMEYINIANDUOGUOQUHOU,ZHEICIXUANZEWEILIANGKUANCHANPINDAILAILEZENYANGDEBIANHUA?WOMENGEN HOLLA Group(SHOUGOUWANCHENGHOU HOLLA GENGMINGWEI HOLLA Group)CHUANGSHIRENTAOSHALIAOLELIAO。

  SHOUXIAN,Monkey ZHENGZAICONGYIKUANJISHISHIPINSHEJIAOCHANPINXIANGNENGGOUJIANLISHEJIAOGUANXIDEPINGTAIZHUANBIAN。Monkey YU 2018 NIANDITIANJIALE“Moments”DEDUANSHIPINGONGNENG,LEISI Instagram DE story,BINGFENWEIBUTONGDE trees,TONGGUOSUANFABAZHEIXIE moments TUIJIANJIYOUKENENGXIANGYAORENSHITAMENDEQITAYONGHU。

  SHUANGFANGKEYIZHIJIEHUFASIXINGOUTONG,RUGUOSHUANGFANGCHENGWEIHAOYOU,JIUKEYIKANDAOBICIDE“PENGYOUQUAN”,YEJIUSHISHUOMonkey ZENGJIALEYIBUSHEJIAODEBUFEN。ERZHEIYIGAIBIANZHIJIEDAILAILE Monkey LIUCUNZENGZHANGSANCHENG,BINGCONG 2019 NIAN Q1 KAISHIJIBENWENDINGZAIBEIMEI APP Store SHEJIAOBANGMIANFEIBANGQIANSHI。TAOSHAHAITOULU,ZISHOUGOUYILAI,Monkey DE DAU YOUSHIBEIYISHANGDEZENGZHANG。

  “Monkey DEPINPAIDIAOXINGBUKEFUZHI”,TAOSHAZHEIMEGAOSUWO。TUANDUIRENWEI,Monkey YIJINGBUJINJINSHIYIKUANSHEJIAOCHANPIN,ERSHIYIGEPINPAI。PINPAIRENKELAIZIYUYUYONGHUJIECHUDEMEIYIGE touchpoint,CHANPINCONGNEIDAOWAIDESUOYOUJIEDIANDOUXUYAOYUYONGHUCHANSHENGGONGMING,LIANGUANXINGHENZHONGYAO,SUOYINANYIFUZHI。YONGHUZUQUNYUESAN,YUENANDAZAOPINPAI,ERMonkey JINJINZHUAZHULEQINGSHAONIANQUNTI,JIN 90% DEYONGHUDOUSHI 20 SUIYIXIADEQINGSHAONIAN。

  NIANQINGRENJIHUSHIMEIGESHEJIAOCHANPINDOUXIANGZHUAZHUDEQUNTI。Monkey SHIRUHEZUODAODE?TUANDUILIYONGLEMEIGUOQINGSHAONIANHUICHANSHENGGONGMINGDEDIAN,RU“YINLE”HE“SHISHANG”,QUHE Monkey DECHANPINJINXINGJIEHE。HOLLA Group LIANHECHUANGSHIRENLUCHUYUNJULEGELIZI,Monkey HUIHEYIXIERAOSHEGESHOUYIQICHUANGZAOBINGDUXINGDEKECHUANBODENEIRONG,FABUZAITAMENGERENHE Monkey GUANFANGDE Youtube、Instagram、Snapchat DENGSHEJIAOPINGTAISHANG。

  ZAIBIRU,Monkey JINGCHANGHUIFAQIYIXIEYOUQUDEHUODONG,BIRU“twins”,YIDUISHUANGBAOTAIJISHILIANXIANMOSHENGRENBINGTIWEN“WOMENSHEIGENGHAOKAN”,ZAIJINGGUOYIXIE KOL DECHUANBOHOU,HUODONGYANBIANCHENGLELIANGGEPENGYOUYEKEYILIANXIANWAN。Monkey TONGGUOZHEIXIECAIDAOQINGSHAONIANMENSHUANGDIANDEHUODONG,BUDUANXIANGYONGHUCHUANDICHANPINDEQIANYAN、SHISHANGHEYOUQUXING,BINGQIEKEYIBUDUANWEICHANPINDAILAIZIRANZENGZHANG。

  ZAI Monkey DEDIAOXINGYIJINGFEICHANGXIANMINGHOU,TUANDUIKAISHISIKAOGENGDUOKEYIDAZAO“PINPAIGAN”DESHIQING,NEIMECHAOPAILIANMINGKUANJIUHENZIRANDICHANSHENGLE。MUQIAN Monkey ZAI LA YOUYIGE team ZHUANMENFUZECHAOPAIYEWU,YUYIXIEXIAOZHONGSHEJISHIHEZUOTUICHUXIANLIANGLIANMINGKUAN,MEICIJINQIANJIANSHANGPINSHANGJIAJIBEN 5 FENZHONGNEIHUISHOUKONG。CIWAI,Monkey YETUICHULEYIXIEZIJIDEZHOUBIANSHANGPIN。ERZHEIXIE Monkey SHOUMAIDESHANGPINDOUBIXUYONG“XIANGJIAOSHU”LAIDUIHUAN,“XIANGJIAOSHU”LAIZIYUSUIJISHIPINPIPEIDIAOLUO、momentsDEFABUHEHUDONGDENG,YINCIDUIHUANYECHENGWEILECIJIYONGHUSHIYONGCHANPINDEZHONGYAOFANGSHI。

  DUIYU HOLLA Group ZHENGGEGONGSILAISHUO,Monkey SHIYIGEXUYAOJIANLIDIAOXINGDECHANPIN,TUANDUIGENGXIANGYONGPINPAIHUADEFANGSHIQUTUIJIN Monkey DEFAZHAN。ERGONGSIYUANYOUDECHANPIN HOLLA ZEZHUYAOFUZEBIANXIANHEQUANQIUHUA,YITIGONGLIANGHAODEXIANJINLIU。HOLLA YONGHUFENBUZAIQUANQIUJINBAIGEGUOJIA,CHULE 40% DEMEIGUOYONGHUWAI,HAIYOUDONGNANYA、ZHONGDONG、LADINGWENHUAQUDENG。CHANPINRENGYIJISHIJIAOYOUWEIZHU,PINGTAIMEITIANPINGJUNCHANSHENGSHUBAIWANCIJISHISHIPINPEIDUI,MUQIANFUFEIYONGHUYUEZHANBI 5%,2018NIANSHOURUBIQUNIANTONGQIFANLEYIBEI。

  GONGSIFAZHANDAOXIANZAI,JINGZHENGDUISHOUXIANRANYIJINGBIANCHENGLEZHURU Instagram ZHILEIDESHEJIAOJUTOU,NEIMERUHEYUTAMENZHENGDUOYONGHUSHIJIAN?TAOSHARENWEIZHUAZHU“CHENMODEDADUOSHU”SHIGUANJIAN。insLEIDESHEJIAOCHANPINLIULIANGYIJINGMINGXIANXIANGTOUBUNEIXIE“BEIJINGZHIHUA”DERENQUNJIZHONG,SUOYI HOLLA HE Monkey YAOQUBANGZHUGENGDUOBUBEIKANDAODERENMENTUOZHANGUANXI,ZHEIYESHI Monkey WEISHENMEYAOZENGJIAYIBUSHEJIAODEYUANYIN — JISHILIAOTIANJIANLILIANJIE,YIBUNEIRONGWEIHUGUANXI。

  ZAIGUOWAIJISHISHIPINSHEJIAOHUOBAOZHIHOU,GUONEIYEYOUBUSHAOFANGZHAODECHANPINCHUXIAN,DANDOUMEINENGSHIFENCHENGGONG,GUONEIWAIWENHUA、QINGSHAONIANXINLIDECHAYIHUASHIGENBENYUANYIN。NEIMEZHEILEICHANPINSHIFOUZAIGUONEIJIUZOUBUTONGNI?DUICI,TAOSHABIAOSHI,HOLLA Group CONGWEIDASUANFANGQIGUONEISHICHANG,ZHISHIXIANZAIHAIBUSHIZUIJIASHIJI,DANGUONEIZSHIDAIDEJUEQIYERANGTAMENKANDAOYIXIEXINDEJIHUI,BINGBUPAICHUBUJIUDEJIANGLAIJINJUNGUONEIDEKENENGXING。

  WOSHI36KEFENXISHIMENGYUE,GUANZHUHULIANWANG+、WENYU、XIAOFEILEIXIANGMU,XUNQIUBAODAOQINGJIAWEIXIN sunmengyue003,MAFANBEIZHULAIYI

  BIAOQIAN:CHANPIN monkey YONGHU SHEJIAO TAOSHA QINGSHAONIAN SHISHANG CHUANGSHIREN XIANJINLIU LIULIANG CHUANGYEGONGSI JUTOU LIANHE LUCHUYUN YINLE XIANGJIAO PENGYOUQUAN WENHUA GESHOU MOSHENGREN

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