Finding Odie Lady" Deepening Experience Marketing

Starting in May, a “Finding the Odifine Lady” event gradually attracted the attention of a group of fashion urban women. This activity effectively covered millions of people in about 20 cities in Beijing and Shanghai, and took advantage of a series of online activities. The synchronous live broadcasting and interaction of “Finding Odifine Lady” activities is a part of the communication through the official website of the Ottofin Group and the official Weibo communication tool. It interacts fully with the target audience.

From close to guide shaping the fashion logic of Odifin

2013 is the 20th year of the development of the Odifen brand. The brand is positioned as a new brand of “healthy fashion and caring for a lifetime”. It also launches the “Find Odifin Lady” campaign, advocating women in the new age to care for themselves, pursue self, focus on women’s health, and focus on female breasts. Health, shaping the happy life of women...

The "Finding Odifine Lady" campaign integrated a wide range of cross-line marketing methods. After careful analysis, we can find that it is “close to, integrate, and guide” three clear and precise operations. In addition to the use of common product explanations and product trials of traditional marketing methods, the brand-led approach also stimulates women’s self-consciousness and promotes women’s attention in the form of “specialty products for exclusive use in the next season”. Activities are carried out in 20 cities. Each city selected 10 players to enter the semi-finals. Finally, the judges, composed of well-known underwear specialists and senior executives of the design and R&D division of Odifen, publish real content according to the match qualifications of the semi-finalists and product trials. Two players were selected as "Oudifin City Lady", and 8 sets of new underwear were available for free throughout the year, and two sets of warm clothes were installed in winter, and cash coupons were 2,000 yuan.

From a certain point of view what the brand produces, consumers can only choose what. In the “Finding Odifine Lady” campaign, what consumers choose is not only determined by the brand, but also by consumers and brands working together to participate directly in creating underwear that is more in line with the needs of consumers. It broke the previous situation in which consumers passively selected goods during the purchase of underwear. Ou Difen through guided experience sales, to guide the audience crowd's mind-set, to achieve the purpose of deep penetration of product reputation. As Oliver Fein expects, "'Finding Lady Oliver' is for the woman, looking through the impetuous fashion appearance, looking for the essence of underwear, a fitting intimate underwear, a healthy and stylish underwear, because of health The beauty is their ultimate pursuit.For Odifin, across the limits of time and space, face to face with the consumer to communicate, pay attention to healthy fashion, graceful performance, professional underwear, which is also the ultimate pursuit of Odifen brand development.Women need Not only is it a graceful and fashionable underwear, but also healthy and comfortable wearing. Healthy underwear requires innovative technology, but it also requires the brand to communicate with consumers' hearts and minds."

"Finding the Odifine Lady" activity, through the screening of the previous activities and the later try-in, the improvement and correction of the goods, through this way to achieve zero-distance communication with consumers, direct understanding of consumer feedback on the goods, close to the design for research and development The goods provided for reference. Pass on the concept of health and fashion to women and explore a new model of “consumer interactive experience”. It is not only a feedback to consumers but also an innovation that leads the industry. It is also a trend in the development of brand underwear in the future.

In the "Looking for Oudifen Lady" event registration, in addition to the registration at the Oudifen counter, the company also opened the official website of the Odifen official website and microblogging registration channel. In the Oridifen official website or Weibo, participants can complete one-stop accessibility registration by completing only a complete registration form, which breaks through the limitations of one-way participation and greatly stimulates the participation of urban women. It is reported that only the first phase of "Finding the Audiin Lady" attracted millions of netizens. In the meantime, the “national” campaign in the country has allowed the brand and product image to penetrate deeply.

"West is in use" rapid expansion underwear business map

From the rally to the rendering, and then to the touching, the “Finding Odifing Lady” activity gradually opened the skylight to the audience, led the approach, and spread and embedded the brand's fashion charm value system, thus deepening its unique fashion image. It also indicates that the cultural support behind the fashion has been initially established, which is also a good preparation and support for the “Finding Odifine Lady” campaign.

It is true that no matter how wonderful the “Finding Odifine Lady” marketing idea is, no matter how extensive the coverage is, the ultimate conquering audience still needs excellent product quality and efficacy. In 1993, Odifen started the "underwear dream" in Beijing, introducing the concept of modern underwear fashion into China first, bringing underwear from the hidden corners into exquisite counters, and evolving from simple clothes to women's self-fashionable necessities.

In the past 20 years, Odifin has always insisted on innovative business concepts and avant-garde design styles, carried out industrial technology upgrades, innovative technology research and development, and molded high-quality underwear products. During the development process, Odifen introduced the concept of international underwear fashion to absorb, digest, reinvent and organize “China Underwear Design Competition, Opening of Lingerie Culture Festival, Establishment of Lingerie Culture Institute and other forms to inherit and accumulate Chinese underwear culture, integrate the concept of east-west underwear culture, adhering to the concept of “western use” and creating the fashion trend of Chinese underwear .

In the meantime, Odifin's first Chinese Red Series highlights the local style, patented magic water bags make women more confident, "Tai Chi Stone" series of underwear and so on. And adhere to the European lingerie tour two seasons each year, to participate in underwear exhibitions in Lyon, Paris, well aware of international trends. Cooperating with international professional organizations to design products to condense international fashion and lead the frontier of domestic underwear.

In the 20 years of development, in order to meet the needs of women of all ages and lifestyles, Oudifin Group has successively developed French-style young underwear brand “Rubii” and French high-end brand “Ilsée” (Isha), and has represented the US Intimate underwear brand “NuBra”, menswear brand “ordifen-man”, TV shopping brand “body-s” and virtual shopping brand “body-girl” and other brands, let more women feel the charm of underwear. With complete access, more than a thousand sales outlets are located throughout China's major rivers.

At the same time, Odifin constantly changes its corporate concept. The development of underwear culture is not limited to the product itself, but highlights the company's "caring culture", will focus on women's charity, hold "995 long time milk," "love fashion love environmental protection" and many other As part of the charity program, Odifen's “love” of caring for women and the “love” of environmental protection have not only demonstrated the fulfillment of corporate social responsibility, but also demonstrated the temperament of underwear culture in the new era. In 2012, Odifen was launched. The 20-year prelude has been honored as "China Famous Brand" and "CPCC Top Ten Chinese Copyright Persons".

Odifin's dream of knitting a lingerie kingdom in 20 years will also open up a broader world in the next 20 years.