On January 21, the "2022 Duoduo new national tide" campaign ushered in the first live broadcast of the new national tide. The well-known brand of domestic down jacket, aileyi, entered the pinduo live broadcast room and displayed the Dunhuang co branded series of down jacket for 2.55 million netizens.
On the day of live broadcasting, Leona, vice president of aileyi group, also visited the new national tide live broadcasting room to share the national tide design concepts of nine color deer, Mingsha pattern, caisson pattern and other products for netizens. According to Leona, the Dunhuang co branded down jacket is a new national trend jointly launched by aileyi and Dunhuang museum this year. Once launched, it is highly sought after by young consumers, and its sales volume ranks first in the group's down jacket category.
"Over the past 30 years, the traditional manufacturing industry has completed the transformation from made in China to Chinese brands. For domestic brands, the current national tide is undoubtedly a great opportunity to overtake on curves." The project leader of "Duoxin Guochao" said, "the 2022 Duoxin Guochao action aims to give further play to the advantages of the platform's most consumers and digital technology, continue to promote the direct connection of new Guochao to new consumption, and help traditional brands realize transformation and upgrading
2.55 million netizens are enthusiastic about the "Dunhuang joint brand"
As the new year approaches, the live broadcast base of aileyi in Hangzhou has also ushered in the most lively live broadcast activity of the year. At 6 p.m. that day, the "2022 duoxinguochao" action entered the airay live studio and opened the first live broadcast of xinguochao.
After the live broadcast, Leona, vice president of aileyi group, also came to the live broadcast room in person to share the Guochao design concept of "Dunhuang co branded" series products with netizens.
"The design inspiration of aileyi Dunhuang series mainly comes from the integration of Dunhuang culture and natural environment. For example, the most popular Mingsha pattern is that our designers integrate the scene of the interlaced light and shadow of Mingsha mountain into the design when collecting wind in Dunhuang." According to Leona, aileyi Dunhuang series includes nine color deer, caisson pattern, Mingsha pattern and other products. After its launch, it was sold out of stock and became a well deserved national popular model this year.
"The babies in the live broadcasting room, I believe everyone knows very well the preferential strength of pinduoduo 10 billion subsidy. Tonight's down jacket will add more benefits on the basis of 10 billion subsidy." During the live broadcast, Leona not only gave netizens special gifts such as aileyi "Dunhuang co branded" backpacks, but also gave netizens excess benefits by means of free orders and subsidies. The subsidy of down jacket items once exceeded 40%.
Driven by Leona, the popularity of the live studio has been high. As of 22:00 that night, a total of 2.55 million netizens poured into the live broadcasting room, and the "Dunhuang co branded" series of down jacket was also popular, with a single day sales increase of more than 270%
"Duoduo xinguochao" helps the transformation and upgrading of traditional brands
As the younger generation becomes the main force of consumption, the new national tide has become the hottest consumption phenomenon at present. Behind the popularity of the national tide, on the one hand, it comes from the cultural confidence of the younger generation, on the other hand, it also comes from the rise of China's manufacturing industry.
As one of the time-honored brands in China's down jacket industry, aileyi is also a witness of the gradual rise of China's manufacturing industry. In 1997, aileyi was born in a OEM factory in Lishui, Zhejiang Province. Over the past 25 years, aileyi has gradually completed the transformation from generation processing to its own brand, and has become one of the best down jacket brands in China.
In 2020, aileyi officially settled in pinduoduo. Data show that since October last year, the sales of aileyi's official flagship store on pinduoduo platform have increased by more than 260% for three consecutive months. Among them, the monthly growth rate in November was more than 425%. In addition, "Dunhuang co branded" has also become a popular model in the down jacket category of the platform, especially favored by young female users.
"In the past 30 years, China's manufacturing industry has moved from apprenticeship to maturity, and the independent R & D ability and industrial design ability of domestic brands have made great progress." The project leader of pinduoduo "Duoduo new national tide" said that the current national tide fever will be a good opportunity for Chinese local brands to catch up with and surpass foreign first-line brands.
On January 15, pinduoduo announced the official launch of the "2022 Duoduo new national tide" action, which aims to provide full link digital services for xinguochao brands from design, R & D, production and manufacturing to brand building, comprehensively promote the direct connection of xinguochao to new consumption, and help China's real economy.
"Aileyi has been committed to promoting the cultural identity and emotional connection between the brand and consumers. The new national tide can give the brand new vitality." Leona said that in the next spring and summer, she hopes to give play to the respective advantages of platforms and enterprises, carry out more cooperation in product customization, brand building, digital marketing and other fields, and promote the in-depth integration of the real economy and the digital economy.
