The Designers Of "Ode To Joy" Are Actually Them.

Recently, "the ode to joy" this domestic drama fire, then the clothing hot selling degree is also red hot. We notice that two brands of Chinese cutting-edge designers have also tasted some sweetness: clothing brand POLLYANNA KEONG (Jiang Yueyin), jewellery brand CHEN YIYUAN (Chen Yiyuan). product After being dressed by the hero of "Ode to joy", he received a lot of attention from social media.

"Our clothes sold out on the first day of the broadcast," "every day we kept making rings in the studio, and kept writing orders," the two designers lamented.

(left above: fashion designer Jiang Yue Yin: jewelry designer Chen Yiyuan)

Q: How did you collaborate with "Ode to joy"? Is it the first time to cooperate with TV dramas?

Jiang Yueyin: we have worked with many TV dramas, such as "Beijing time", "goodbye, wife adults" and so on. It was a coincidence to cooperate with "Ode to joy". I met Wang Ziwen, one of the heroines, "Qu Xiao". She thought my dress was suitable for this role and was used by the drama group.

Chen Yiyuan: This is our first collaboration with TV dramas. At that time, incidental, "Qu Xiao" (Prince's decorations) still lacks some accessories, so Jiang Yueyin recommended us to her. Because in the play, the character of "Qu Xiao" is very Gly and weird, and our accessories just highlight the personality and not exaggerate.

Q: what is the situation of brand driven sales after the hit of the TV series?

Jiang Yueyin: our clothing production schedule has reached 22. D2C and Shang Jie have begun to fill in the bill with us. The previous one sold out in a week. My Taobao store sold 3 pieces of clothing a month ago, and has sold more than 1000 clothes this month, and Taobao's store collection has risen from 800 to 26 thousand. In addition, our fans of micro-blog and WeChat public numbers are increasing exponentially and will continue to grow in two days.

Chen Yiyuan: what we sell best is the cooperative third party online platform, such as Tmall "design cat", D2C, YOHO, they put our accessories on the front page, and each platform has double digit order every day. The sales volume of our Taobao store has increased a lot. It is worth mentioning that half customer We will buy our products repeatedly. They will buy other products of the product after they feel good after receiving the product. Because it is impossible to see the product clearly in TV dramas and pictures. When he gets the product, he will see and touch the texture of our ornaments and he will repeat the purchase.

(above: POLLYANNA KEONG brand)

Q: what is the difference between the cost of investment and the effectiveness of the TV series, compared to the fact that clothes are lent to celebrities and magazines?

Jiang Yueyin: to tell you the truth, magazines and star effects are not very useful. Designer brand has been implanted in many TV dramas, but I think it's still necessary to see whether the TV series can be fast broadcast, what platform is broadcast and the theme of the TV play. Now there are other TV series seeking cooperation, such as family ethics, but the audience of this play will pay more attention to family ethics rather than clothes, so I think this type of drama is of little significance to us.

Chen Yiyuan: in fact, the cost is almost the same. The effect must be a serious TV play. Borrow accessories and borrow clothes are not the same. Clothes are dirty, but jewelry is easy to oxidize. The products that are brought back from the group are basically not sold, so lending them is equal to the cost of products. This situation can not be avoided, but after all, publicity.

Q: what inspiration does this experience bring to brand promotion in the future?

Jiang Yueyin: ambition is bigger. Next we will have cross-border cooperation and fashion show.

Chen Yiyuan: at the moment, I will take screenshots of the products showing our products and transmit them to the cooperative online platform. In the future, I want to cooperate with more interesting TV dramas, movies and dramas. Actually, I have always wanted to cooperate with drama.

(above: CHEN YIYUAN product)

Q: what is the biggest feeling about this cooperation?

Jiang Yueyin: in the first two months before the TV play was broadcast. Management The pressure is pretty big. This cooperation makes me feel hopeful, so I will continue to do it well so that everyone can remember this brand. At the same time, I also found that a brand can not rely entirely on the survival of the buyer shop, we must rely on ourselves. This profit from buying a shop has not been more profitable than our brand Taobao store for three days.

Chen Yiyuan: with the popularity of the TV series, a lot of people know us, but this opportunity can not be met. In addition, through this time, I found that I am not good at running, and I want to find a reliable operator.