Evry Women's income from film and television marketing?

Evry, a Chinese clothing retail company that was once widely known for the reality show “The Goddess’ New Clothes”, has brought about 2 million online sales growth this year since sponsoring the TV series “He Came, Please Close Your Eyes”. In April, Effini’s two major women’s brands, EIFINI Eveli and SEIFINI Shifan Li, sponsored women’s apparel for three film and television dramas “Ode to Joy,” “I am Du Lala,” and “Who's youth is not confused”. In April, "Yanping season".

With the help of the film and television industry to promote products is not a new thing in the industry, and when implanting products, crazy "screen", how to associate the brand with the audience of the film and television, thus transforming the implant into sales? This is exactly what Evely explored in April.

At the opening ceremony of the "Ode to Joy", Wang Kai, Liu Tao, Jiang Xin, Wang Ziwen, Qiao Xin and other TV drama crews came to the scene. This time, Evely sponsored the event.

"Right to people" can maximize the star effect

At the opening ceremony of the "Ode to Joy" at the opening ceremony, Evli attended the event as a sponsor. Wang Kai, Liu Tao, Jiang Xin, Wang Ziwen, Qiao Xin and other TV drama crews came to the scene. How does Eveley use the star effect? The answer is "Hey to people."

Evely's brand core target group is a modern woman with an independent awareness between 25 and 28, “the majority of whom are white-collar workers and civil servants,” and the person in charge of the brand introduced it. Therefore, in the choice of film and television drama, in addition to focusing on the script of the film itself, the coverage of crowd positioning is the most important factor in its consideration. “The portraits of the five actresses in “Ode to Joy” are in line with the brand's positioning. The company hopes that the audience, while enjoying a light comedy, will also be able to generate emotional resonance on apparel products and achieve a win-win situation between the brand and the TV series.” “Ode to Joy” is an urban inspirational workplace TV series adapted from a network of hot novels. It is more like the person in charge of the Chinese version of “Sex and the City”, and it was broadcast on April 18 in Zhejiang Satellite TV and Dragon TV.

Nowadays, more and more clothing brands have joined the ranks of film and television marketing. However, due to the lack of temperature and thinking, the rigid implant often falls into the morass of large investments that cannot measure output. When clothing brands offer products, how to maximize the cost-effective promotion effect and combine their strategic deployment to get rid of the advertising form of simple implant products is worth considering.

Evry Group has deployed a multi-brand strategy in the face of changes in its consumer composition. Faced with the increasingly subdivided consumer groups, in addition to the main brand Evei, the Group also launched the brand “Shifan Li”, which is a French-style, playful, girlish style and “Melton,” a brand that follows the Nordic minimalist trend. “Shi-Fuli is located in the 18- to 23-year-old undergraduate student group, and the barley launched at the beginning of this year is a customer group covering the 25-35 age group.”