Analyze: Why is Yang Mi's ice-cold down jacket so "fire"?

Ice clean down jacket "fire"!

This winter, the ice clean jacket is undoubtedly the eye-catching protagonist, young consumers sought after, so that the ice is even more "hot!"

Ice clean down jacket down jacket 2011 new pictures

At the beginning of the winter, Yang Mi, the spokesperson for the image of the ice-cold down jacket, launched the “Yang Mi” ice-cold down jacket, which was designed for the first time by cross-border players, and triggered thousands of fans to rush to snap up.

During the peak season, young consumers flock to Bingjie's specialty stores every day. Not only do they like their down jackets, but they also need to take photos, send them to Weibo, show off new fashions, and possibly win the ice clean. "Raise events" award. Because, they are microblogging control.

Every day, on Weibo's "Bing Jie Clothing" Weibo, will send a lot of fashion information, new product promotion, each one will trigger the "ice" (nickname of the Bingjie brand fans) commentary, and then lock your favorite That one.

At the same time, in the shopping malls across the country, the "Bing Jie Fashion Friends" has toured dozens of games, a new generation of idols Zhang Dianfei, Mao Fangyuan, Zheng Fan, etc., lit the "ice clean passion."

The dazzling and innovative brand promotion is very much in step with the “flavor” of young people. This is because, in many down apparel brands, the “Journey of Youth” positioning of Bing Jie is very clear, and will be fashion and trend elements. With the light and slim design of the product, it becomes the “youth school” in the down jacket.

"Bingjie brand down jackets are not like down jackets. So we like them very much." In the stores of Bingjie fashion down jackets, young consumers can often be heard as such.

This kind of appraisal, just to mention the characteristics of the Bingjie: lighter shape, more cool details, more avant-garde colors, ice clean down jacket gives the impression of more fashionable and casual temperament.

“'I advocate new fashion', the brand slogan of the new season reflects our new changes.” Wang Daocheng, general manager of Shanghai Bingjie Garment Co., Ltd., elaborated on the brand's fashion concept. “The new rhythm is accelerating and the theme is more distinct, not only grasping the popular trend. The trend is more than half a step ahead of the tide, and the down jacket is made into a 'tide outfit'. This is a new change this year."

With such a clear positioning, Bing Jie 2011/2012 down jacket launched three series, tightly locking 18 to 35-year-old fast-paced, love freedom, like cool young people.

The “dynamic campus” series features bold colors, cool shapes, and sports elements. The “Leisure Trip” series adopts the popular version of this season and uses smart fabrics. The "Fashion Party" series is based on fashionable and sexy colors, creating an extraordinary style for urban women.

Bingjie down jacket, the first to open the fashion down jacket, has always won the industry's honors: consecutive top ten brands in China down jacket, was awarded the "most popular brand" award and "best-selling brand" two awards for two consecutive years. In the national down apparel brand sales ranked fifth, ranking first in the youth fashion positioning down apparel brand.

When people are on the streets, young people with youthful vigor are seen wearing cool, light and colorful “down jackets” down jackets. This is probably the brand of ice and ice. Bing Jie has become the “thumper” in down jackets. Light up the winter landscape with fashion.