On January 21, the "2022 Duoduo New National Trend" campaign ushered in the first live broadcast of the new national trend. The well-known domestic down jacket brand Islay entered the Pinduoduo live broadcast room and showed the Dunhuang co-branded series of down jackets to 2.55 million netizens.
On the day of the live broadcast, Leona, Vice President of Islay Group, was also a guest in the new national tide live broadcast room, and shared the national tide design concepts of products such as nine-color deer, sounding sand pattern, and caisson pattern for netizens in turn.
According to Leona, the Dunhuang co-branded down jacket is a new national trend jointly launched by Islay and Dunhuang Museum this year. Once it was launched, it was highly sought after by young consumers, and its sales ranked first in the group's down jacket category.
On January 21, Leona (right), vice president of Islay Group, walked into the Pinduoduo live broadcast room to share the design concept of the new national trend for netizens.
The person in charge of the "Duoduo New National Tide" project said that the "2022 Duoduo New National Tide" action aims to further leverage the platform's most consumers and the advantages of digital technology, continue to promote the direct connection of the new national trend to new consumption, and help traditional brands achieve transformation and upgrading.
2.55 million netizens touted the "Dunhuang co-branded model"
With the Spring Festival approaching, Islay's live broadcast base in Hangzhou also ushered in the most lively live broadcast of the year.
At 6 pm on the same day, the "2022 Duoduo New National Tide" operation entered the Islay live broadcast room and started the first live broadcast of the new national tide.
After the live broadcast, Leona, the vice president of Islay Group, also came to the live broadcast room to share the national trend design concept of the "Dunhuang Co-branded" series of products to netizens.
"The design inspiration of the Islay Dunhuang series mainly comes from the integration of Dunhuang culture and the natural environment. For example, the most popular Mingsha pattern is that our designers integrated the interlaced scene of light and shadow of Mingsha Mountain into the design. In.” According to Leona, the Islay Dunhuang series includes products such as nine-color deer, caisson pattern, and sounding sand pattern, which were sold out of stock after their launch.
During the live broadcast, the Islay Dunhuang series was very popular, and a total of 2.55 million netizens poured into the live broadcast room.
"Babies in the live broadcast room, I believe everyone is very aware of Pinduoduo's tens of billions of subsidies. Tonight's down jacket will be superimposed with more benefits on the basis of tens of billions of subsidies." During the live broadcast, Leona not only gave netizens a gift It also provided special gifts such as Islay's "Dunhuang Co-branded" backpack, and also sent excess benefits to netizens through free orders and subsidies. The subsidy for down jackets once exceeded 40%.
Driven by Leona, the popularity of the live broadcast room has remained high.
As of 22:00 that night, a total of 2.55 million netizens poured into the live broadcast room, and the "Dunhuang Co-branded" series of down jackets was also very popular, and the store's single-day sales increased by more than 270%.
"Duoduo New National Tide" helps traditional brands transform and upgrade
As the younger generation has become the main force of consumption, the new national tide has become the hottest consumption phenomenon at the moment, and behind the popularity of the national tide, on the one hand, it stems from the cultural self-confidence of the younger generation, and on the other hand, it comes from the rise of China's manufacturing industry.
In 1997, Islay was born in a foundry factory in Lishui, Zhejiang.
In the past 25 years, Islay has gradually completed the transformation from OEM to its own brand.
In 2020, Islay officially entered Pinduoduo.
Data shows that since October last year, sales of Islay’s official flagship store on Pinduoduo have increased by more than 260% for three consecutive months.
Among them, the monthly increase in November was more than 425%.
In addition, the "Dunhuang co-branded model" has also become a popular down jacket category on the platform, especially favored by young female users.
In the past 25 years, Islay has gradually completed the transformation from OEM to its own brand, and is a witness to the rise of China's manufacturing industry.
"In the past 30 years, the independent research and development capabilities and industrial design capabilities of domestic brands have made great progress." The project leader of Pinduoduo's "Duoduo New National Tide" said that the current national wave craze will be for Chinese local brands to catch up with foreign countries. A good opportunity for a first-line brand.
On January 15, Pinduoduo announced the official launch of the "2022 Duoduo New National Trend" campaign, which aims to provide full-link digital services for New National Trend brands from design and development, manufacturing to brand building, and comprehensively promote the new national trend. The tide is directly connected to new consumption, and it helps China's real economy.
"Ilay has always been committed to promoting the cultural identity and emotional connection between the brand and consumers, and the new national tide can give the brand new vitality." Leona said that in the next spring and summer models, she hopes to play the role of platforms and enterprises They have their respective advantages, and carry out more cooperation in the fields of product customization, brand building, digital marketing, etc., to promote the in-depth integration of the real economy and the digital economy.