Portal site Advertising price rise 50%, search engine keyword auction price increase of 40%, navigation website price increase of 30% per quarter. How should the brand respond to the "rising" voice of the Internet media?

In the 2011, e-commerce became popular. More and more traditional brands began to get involved in online shopping, but they also found that Network promotion The cost is rising rapidly, and the conversion rate is getting lower and lower. How to achieve more effective promotion? A recent case from the original women's clothing brand in Taiwan may bring us more enlightenment.

OtterRepublic, also known as OR, is an original brand from Taiwan's famous textile group Guan Xing, and entered the mainland market at the end of 2010. In the spring and summer of 2011, OR brand introduced FlyCool cool yarn with high technology content, and integrated the R & D strength of Taipei and Shanghai, and designed and developed a series of short sleeved T-shirts, vests and Halter tops FlyColl products, including products, have been highly evaluated after a small range of trial marketing. However, OR has been puzzled over how to carry out a wider range of promotion, because although the OR brand has already gained a high reputation and influence in the fashion industry of Taiwan, it is still a new brand for female consumers in mainland China. On the other hand, the output of FlyCool fiber is limited and the cost is very high.

After careful analysis, the OR brand found that the quality of OR products is excellent and made of FlyColl fiber. t-shirt Wearing very comfortable, cool and breathable, if we can let a small number of consumers experience this high-tech product first, and then spread through their word of mouth, we will be able to obtain very good promotion effect. So, OR decided to cooperate with the group buying website, directly giving profits to the consumers, and promoting the new products through group buying.

At the beginning of April, the OR brand joined hands with one of the largest group buying websites in China, and launched a group buying activity for FlyCool cool yarn products. Although group buying activities lasted only 3 days, the response was very enthusiastic. Over 50% of the customers bought second pieces of orders immediately after receiving the first T-shirt, and bought more than 3 customers, more than 30%. More importantly, through this activity, OR brand has accumulated relatively high popularity on the Internet in a short time.