[Foreword] 50% price increase for portal advertisements, 40% price increase for search engine keywords, and 30% price increase for navigation websites every quarter.... Online media "buzzed up" and how should brands respond?

Dangdang.com announced that it would stop Baidu's advertising from starting on April 1. Jingdong Mall announced that it would cut its advertising budget for advertising in 2011 by 50%. Dunhuang.com announced that as early as in 2010, it has substantially reduced its bid ranking on Baidu.com. Advertising costs.
Entering 2011, e-commerce was in full swing, and more and more traditional brands started to engage in online shopping. However, they also found that the cost of network promotion is rising rapidly and the conversion rate is getting lower and lower. How to achieve more effective promotion? A recent case of an original women's clothing brand originating from Taiwan may give us more inspiration.


Otter Republic, also known as OR, is an original brand owned by Guanxing, a well-known textile group from Taiwan. It 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, integrated the research and development forces of Taipei and Shanghai, and designed and developed a series of FlyColl products including short-sleeved t-shirts, vests and suspenders. The scope of the trial has been highly praised, but on the issue of how to carry out wider promotion, OR has been difficult, because although the OR brand has high popularity and influence in the fashion industry in Taiwan, but for mainland women For consumers, it is still a new brand, on the other hand, FlyCool fiber production is limited, the cost is also high.
After careful analysis, the OR brand found that the quality of the OR product is excellent. The short-sleeved T-shirt made of FlyColl fiber is very comfortable, cool and breathable. If a small number of consumers can experience this high-tech product first, Through their word-of-mouth communication, they will surely get very good promotion results. As a result, OR decided to cooperate with the group buying website to directly distribute the initial advertising budget to consumers and promote the group's new products through group purchase.

In early April, the OR brand teamed up with one of China's largest group buying sites, Handel Network, to launch a group purchase campaign targeting FlyCool's cool yarn products. Although the group purchase activity lasted only 3 days, the response was very enthusiastic and over 50% of customers received After the first T-shirt, the second one was immediately purchased and the number of customers who purchased more than three items exceeded 30%. More importantly, through this activity, the OR brand has accumulated relatively high popularity on the Internet in a short period of time.
It is reported that the OR brand Taobao Mall flagship store (http://otterrepublic.tmall.com) will also hold a series of special experience activities in the near future, missed the hand-stitched mm, but do not miss the opportunity!

Melamine wooden door

Simple Wood Doors,Inside Wooden Front Door,Wireless Video Door,Hidden Secret Garden Door

Hengyang Import And Export Co., Ltd. , http://www.cnsteeldoor.com