From The Young People Of Generation Z, The Pre-Sale Sales Of New Sharp Brand LNG Double 11 Has Exceeded One Million

In 2020, double 11 will usher in the 12th double 11 shopping carnival. After 12 years, what kind of "transformation" has the double 11 shopping Carnival produced? In addition to the impact of this year's epidemic, major businesses regard double 11 as the most important part of selling goods, and are making full preparations. With the support of big data, the sinking market, rising domestic products, and the evolution of new lifestyle, double 11 in 2020 is bound to present a different "Carnival".

How will brand merchants, as the "main fighters" of double 11, take part in the war this year? "50-100 square meters" of LNG series.

　　 Up to now, LNG's double 11 pre-sale this year is 1940% higher than that of Gmv 618, with sales exceeding one million!

LNG was founded in 2019. Starting from representing the "young generation" in the user groups of e-sports, secondary dimension and trend, LNG refined the "Chinese culture" contained in the main brand Li Ning, and integrated into the street / E-sports and other elements. LNG carries out visual interpretation of its products in a more lively and tensive form, and constructs a "fashion brand expression program" with high appearance value and high quality belonging to the next generation of young people.

In April 2020, tmall launched its first in-depth cooperation with tmall as its flagship brand in April 2020. It is reported that LNG expects that the increment of double 11 this year will come from live track, refining brand positioning based on deep insight of generation Z users, and new marketing methods and new content manufacturing of LNG.

It has been revealed that in order to prepare for the double 11 in 2020, LNG mainly starts from three aspects:

1. New ecology: pay attention to the live track, set up a team for 30 days of continuous live broadcasting, cooperate with the external channels such as xiaohongshu, dewu and shuoyin, conduct live broadcasting cooperation with different brands, and stimulate the chemical reactions of different fan circles. For example, LNG x BiliBili tmall flagship store and lngxaojo flagship store.

2. New users: meet with more generation Z; create LNG exclusive flash events around business districts of first tier cities, and promote in-depth links between LNG clothing and consumers. It includes the flash activity of LNG Hangzhou Yintai in77 station on September 28 and the Beijing Sanlitun station on October 1 - "LNG x Li Ning 30 years standing" flash activity.

3. New supply: with the help of domestic sports brand gene, based on the insight of Z generation population. Design side: LNG x Li Ning's E-sports co branded sanitary clothes are recognized by the list of X Elle of tmall trend center. Supply side: Based on the optimization of consumer demand, with the help of supply chain integration and deep ploughing for many years, flexible supply and 7-day return order can be realized.

Relying on the resources of tmall platform, LNG actively explores the market potential of the young group of generation Z through crowd operation data research. In terms of marketing ideas, it aims at "z-generation fashion test ground", and first promotes the combination of Chinese culture and fashion e-sports, "Qilin cloud now" and other series of IP. Integrate multiple traffic channels to serve the brand publicity, and collectively detonate the brand volume.

(photo from LNG)