Go To The Battle-Front Without Any Burden! Samma × World Champion Ren Ziwei Uses "Relaxed Feeling" To Circle Young People

At the moment that youth has become the norm, young people have become a hot topic. Major brands have been involved in the traffic competition of generation Z. it has become a compulsory course for brands to seize users' minds from the inside out.

National brand pursuing "comfort and fashion" Samma The company launched "SEMAR relaxed down" to meet the needs of young people to reduce their burden, and joined hands with Ren Ziwei, the world champion with "relaxed feeling", to launch an interesting and intentional relaxed marketing around the new products, and successfully established the new product cognition of "light, warm, fluffy and no burden".

Join hands with world champion Ren Ziwei to demonstrate "light, warm, fluffy and burden free"

For today's young people, busy is the normal, not busy, but a little "abnormal". Facing the accumulation of work and life trivia, they hope to break away from the invisible pressure network and find a relaxed and comfortable state. In winter, when everyone is "sealed" by thick clothes, they are eager to keep light and warm, so they put forward higher requirements for the lightweight and warm keeping of down jacket. With insight into the young people's desire for "lightening the load", "relaxed" and "comfortable", SEMAR chose to restore the true function of down, and launched a new "SEMAR relaxed down" to create a light, warm, fluffy and burden-free wearing experience for users.

Through the ingenious pursuit of down, fabric and technology, SEMAR relaxed down brings consumers a "light, warm, fluffy and no burden" consumption experience from the inside: the interior is selected with high-quality down, 600 + Fluffy is just good, it is warm and light without bulky, and it can be fashionable and beautiful easily, making the winter street become its own fashion show;

The soft and comfortable Mori soft fabric with excellent waterproof performance can easily cope with the rain and snow weather, save the trouble of taking care of, so that everyone can wear clothes without burden; Unique seamless technology, through 3D seamless glue pressing, it can avoid pinhole caused by quilting, and it can be easily put on and off without worrying about the embarrassment of drilling down. "Easy down" passed brand The concept of "comfortable fashion" has always been adhered to, which has brought the young people a sense of physical and psychological burden free and relaxed. It has proved that the concept of "Samma relaxed down" has been proved by its strength It is light, warm and fluffy without burden.

Wine is also afraid of deep alleys, good products without matching means of communication, it is difficult to get out of the circle. SEMA's way to break the game is to choose Ren Ziwei, the world champion of short track speed skating, as Senma's relaxed ambassador, and use celebrity effect to promote wider dissemination.

Ren Ziwei's unrestrained sense of galloping on the field and his attitude of pursuing ease and freedom in his life are very consistent with the concept of easymar's relaxed down and no burden; In 2022, he won the new status of "double champion of short track speed skating", and he will open a new chapter with a "brand new" look, just like the new Samma relaxed down, which brings "relaxed and comfortable" experience.

The world champion who wins honor for the country and the pride of Chinese products who adhere to their original intention have natural positive energy of 1 + 1 > 2, and their cooperation can arouse the audience's national feelings. Therefore, the Chinese brand SEMAR chose to join hands with national champion Ren Ziwei to shoot a "relaxed blockbuster" with both personality and brand characteristics to demonstrate the "light, warm, fluffy and burden-free" life together, bringing a new relaxed and warm experience in this winter.

With the help of the world champions and the screen dominance of the "relaxed blockbuster", the selling point of the new product "light, warm, fluffy and free of burden" has been deeply rooted in the hearts of the people, and the brand spirit of SEMAR has also been better spread. Clothing has become a tool for self-expression. Everyone can wear easy down and become a relaxed self.

　 A sense of relaxation, interaction and playing with young people

As the indigenous people in the Internet age, the younger generation is more keen on self-expression, equal dialogue with brands like friends, and they can also play with each other when they are free. Samma saw the young people's desire for "relaxed and comfortable" state and communication, chose the interactive way close to the young people's life situation, played with them and created together, so as to establish an effective connection between brand and consumers.

With a strong resonance communication, in-depth interpretation of the sense of ease. SEMAR, together with its own brand with relaxed attributes, launched a relaxed literature contest to encourage users to take out their own good things to watch their homes in winter, and launched an emotional collision about the experience of relaxed feeling aiming at the pain points of young people. A large number of netizens expressed their opinions and discussed warmly, and interpreted "what is relaxation" from all aspects.

With a fun interaction, deepen the understanding of product relaxed feeling. In the main position of young people's interest and social contact, SEMAR launched the "I'm floating around" national challenge competition to convey the "relaxed and comfortable" brand attitude in the relaxed and elegant atmosphere in winter, and let users experience the brand spirit of "what you wear" in an immersive way.

With a national flash interaction, convey the brand's easy to wear attitude. SEMA has created a relaxed down theme zone offline, creating a relaxed atmosphere with weightlessness and floating state. It has attracted many online celebrities to come to check out shops and experience the burden free and relaxed feeling brought about by SEMAR's relaxed down. The new and interesting scene interaction forms, the discussion and attitude expression of "relaxed and comfortable" clothing among young people have made many fans follow the trend and participate in the card in interaction, which has led to the continuous rise of brand volume. By the end of the press, the topic of "let me drift" has been exposed for more than 100 million people, setting off a nationwide "relaxed relay" Carnival.

Through a series of easy interaction and playing with young people, SEMAR skillfully combines products, marketing and consumers, promotes the brand and new products to break the circle, deepens the recognition of "light, warm, fluffy and no burden" of new products, conveys the brand spirit of "what you wear", and opens up the young people's market in an all-round way.

Break through the online and offline marketing links and realize the double empowerment of product and effect

Good marketing should not only bring "product" gain, but also promote "sales" closure. Starting from the release of "relaxed blockbuster" by Ren Ziwei, the relaxed ambassador, every communication action of SEMAR has virtually constructed different consumer fields, and assisted Gmv with Omni channel drainage to create the transformation from marketing to consumption.

Create an easy experience store offline and break down the link between people and goods yard. Under the consumption trend of "simple, rapid, impulsive and emotional" in the FMCG market, consumers are accustomed to spending nearby, impulsively placing orders and making various choices. It is in this regard that SEMA has upgraded and built digital benchmarking stores in Hangzhou, Changsha and Tianjin to provide consumers with digital experience consumption. The six major sales channels, such as stores, tremolo, wechat app, have been fully opened, which shortens the path from consumers' awareness to purchase, opens up the marketing link of people's and goods yard in an all-round way, and improves the brand's popularity and product sales.

Online multi platform linkage power, all channel help Gmv. At the same time, it continued to plant grass on social platforms such as microblog, xiaohongshu, and shuoyin, which drained users to online shopping mall, and built a perfect sales channel. During the event, the online sales volume increased significantly, which greatly enhanced the recognition of the brand and new products of SEMAR, deepened the mental position of the brand, and promoted the explosive growth of sales volume.

　　 Samma On the basis of understanding the culture of the times and insight into the needs of young people, through a series of online and offline "relaxed relay", the brand and product information were transmitted in an all-round way around the concept of "relaxed and comfortable", which opened up the whole range marketing link, and realized the win-win situation of volume and sales volume.

For SEMA, the launch of the new SEMA easy down, choose the world champion as New brand Behind the ambassador, it is not only a product upgrade, but also a brand-new attempt and upgrade. It successfully conveys the "comfortable and fashionable" attitude and the selling point of the new product "light, warm, fluffy and burden-free" that has been adhered to by SEMAR all the time. While the circle powder has more target users, it also gives the brand an image of lightness and vitality for many years.