On December 30th, when the new year of 2020 was approaching, the original extreme brand Vans joined hands with Tmall Super Brand Day to start the second Vans Tmall Super Brand Day event with the theme of "Wish you VANS Ruyi". During the event, the Vans zodiac joint series was launched online, as well as AVE professional skate shoes, Anaheim series, Vans x RHUDE series and other pointed products were released.At the same time, a unique `` Wish you VANS Ruyi '' party was created offline. ...... Through this Tmall Super Brand Day event, Vans conveyed the spiritual connotation of extreme sports, music, art, and street culture to the more consumers.
Vans and Tmall super brand pay tribute to traditional Chinese culture
At this event, Vans brought to pay tribute to the local Chinese zodiac culture and the upcoming Year of the Zodiac, and invited Chinese contemporary artist Zhao Zhao to cooperate to create a joint series of Chinese zodiac signs. This series set its sights on the underground world where the mouse lives, and uses the mouse element as the inspiration for artistic creation.It has created five pairs of shoes including Sk8-Hi, Era, Old Skool and other classic shoes, as well as two costumes. Street wear offers more possibilities.
In addition, the new Vans Era Customized by FMACM series is inspired by the poem `` Nine Fables '' of Song An poet Wang Anshi, and the words are printed in a single word on the Vans Era upper to create a unique romantic product.It is even more important that There is only one pair of each pair of shoes and they are not sold on the market.
"Wish you VANS Ruyi" big party landing magic all start a unique New Year's carnival
As the network's most influential brand marketing super IP, Tmall Super Brand Day and Vans jointly open a wider young consumer group and create for the vast number of consumers through new marketing ideas and super integration of online and offline traffic. New consumer experience.
In order to continue to create the maximum volume of this event, in addition to product innovation and cross-border co-branding, Tmall Super Brand Rigen joined Vans to jointly create a `` Wish You VANS Ruyi '' party in Shanghai More Skatepark, leading the experiencers to eat, drink, play and play together. New Year, sparked the popularity of New Year marketing.
On the day of the event on December 29, wonderful links and interactions such as skate school, skate cash jam competition and big trick competition, Vans toe collection exhibition, TYAKASHA manual workshop, Vans Era Customized by FMACM shoe exhibition, and limited-time welfare gift packages attracted great attention and interaction Countless skateboarding enthusiasts and trendy youths come to punch this carnival party, experience extreme sports, music, art, street culture, create a fun street feast for consumers, and bring the most unique New Year experience and ceremony sense.
Digital marketing hits users' minds and helps brands break out of "super spirit"
In addition to the online and offline linkage to break the circle to create the entire network volume, in order to better connect the new generation of consumer groups and convey the brand's super spirit to consumers, Vans Tmall Super Brand Day also specially invited The Diders Many pioneering musicians and artists such as the band's Jin Bo and artist Peng Lei created `` VANS Ruyi '' themed theme songs, animated music videos and song lists to attract the attention and participation of music fans and art lovers; and linked 66 Youth cultural representatives in the four major areas of extreme sports, music, art, and street culture call together to gather popularity for Tmall super brands and attract the core creative pioneer group to the greatest extent; coupled with Tmall platform's free registration for skateboarding and Weibo launch # I wish you a series of ultra-full interactive mechanisms and marketing methods, such as VANS Ruyi # topic discussions, to open up the crowd's social circle barriers with traffic heat, create unprecedented exposure and influence for brands, maximize crowd coverage, and achieve brand marketing Both the upgrade and the sales of new products are a win-win situation. At the same time, Vans has more fully conveyed the brand attitude of encouraging multiple perspectives and supporting creative self-expression.
This event, Tmall Super Brand Day, with a strong platform ecosystem and resource integration capabilities, together with Vans created an exclusive brand's own Double Eleven. At the same time, it also helped the brand achieve in-depth communication with Chinese consumers, and passed the spiritual connotation of skateboarding, music, art, and street culture advocated by the brand to more young Chinese consumers, completing the mental connection and emotional resonance with the younger generation. The continuous evolution and development of Empowered Brands has brought irreplaceable leapfrog growth for brands.
About Tmall Super Brand Day:
Tmall Super Brand Day is Tmall ’s most influential brand marketing super IP. It is good at integrating the ecological power of the entire network, creating the brand ’s own Double Eleven, and providing the world's top brands with an ultimate stage for innovation. In the past five years, it has become the biggest carnival for brands and their consumers to communicate. Strengthen the brand's digital marketing capabilities through Tmall big data, form deep links with consumers, and bring a double burst of volume and sales to the brand through a centralized event and a ritual-filled super-day, reaching and connecting with unprecedented energy Connect users and catalyze super-brands to bring consumers a new consumption experience.
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