Is The 361 Degree And The Sailing King Joint Routine Still Useful?

According to the world clothing and shoe net, 1997 Toshio Taeiichiro's comic book ONE PIECE is serialized in Japanese comic magazine "teenager Jump" on PIECE.

In the past 20 years, One Piece has become the world's largest circulation of single author series of comics, with a large number of clusters, but also has played a huge commercial value. McDonald's has launched three season nautical toy packages.

Brand Peach John, accessories

KEIOS, Chao brand Bape, and even China Merchants Bank, Japan Airlines are cooperating with this man who wants to become a One Piece man.

Now there is another sports brand from China.

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At the beginning of June, the 361 degree sailing King's series (also known as One Piece) was released at Wanda Plaza and Tmall store in Songjiang, Shanghai. The 361 degree footwear and clothing category launched the corresponding joint name, and it was also publicized with AR, live broadcast and other interactive projects.

The company said that the average daily sales of the joint event were nearly 20 times that of the daily store.

The choice of nautical king, 361 degree, is to develop a more internationalized and younger consumer market. They say that this cooperation is only the beginning of brand younger, but this set of words is true for any brand.

361 degree sailing cooperation shoes.

Photo source: 361 degree official WeChat

Sports poster.

Photo source: 361 degree official WeChat

The joint name is not new.

It first appeared in fast fashion brands.

For example, UNIQLO launched a collaboration with 103 companies and 127 designers in 2006. Since then, the UT joint era has been opened. The field of cooperation covers retail, art, music, animation, and even communication software. UT joint T-shirt has become the sign of UNIQLO.

There are also H&M, which has been playing the luxury joint name as early as 2004, and has been collaborated with the magazine GQ for three years in 2012. The cross boundary joint name has provided the opportunity for making fashion for the fashion field with shorter fashion cycle and shorter season cycle. Gap

Domestic clothing brands have been playing a joint role in the past two years, such as the 16 year Semir hand travel "time and space Hunter" theme T-shirt, the book costumes of the domestic women's clothing brand "goblin pocket" and the pioneer bookstore, and the collaborations of the designers of Han dresses and Tsui fan tin.

Although the gimmick is considered to be bigger than the reality, the effect is pretty good. The cooperation between the "goblin pocket" and the pioneer bookstore has helped sales increase by 15%.

Cross border joint names are still regarded as an effective way to boost brand awareness and boost sales in the short term.

But there are too many joint names and few new ideas on the market. Is this way still attractive? Brand needs to be rethought.

361. Last year's results were mixed.

Benefiting from the increase in children's clothing and overseas sales, last year's turnover rose by 12.6% to 5 billion 22 million 700 thousand yuan, but because of the sharp rise in financial costs and foreign exchange losses, the net profit fell by nearly 22% to 403 million yuan a year, and the number of retail outlets decreased from 7208 to 6357.

His current stage of development is just like his current stock price performance. According to now financial report, the performance of the 361 degree stock market is expected to appear again and again, but it will be blocked when it grows to some key level.

Under this background, enhancing brand awareness and finding new growth points has become the 361 year development trend.

361 degrees also started the layout of new retail.

According to the official introduction, the 361 degree has changed from the flagship store to the main channel of Tmall in the past, and has changed to the operation mode of taking the brand as the dimension, the flagship store of Tmall as the core, the online franchised store and the offline franchised store as the linkage.

The joint T-shirt chooses online, offline, and simultaneous sales promotion, and it is also one of the new retail operations.

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