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“Welcome back. It's good to see you. Click below to log in to the rewards program at your property.”-梳理天下新闻

25载深耕Welcome back. It's good to see you. Click below to log in to the rewards program at your property.羽绒服行业,雪中飞以卓越品质引领冬季时尚风向标

来源: 中国长安网
2024-12-07 09:30:31

最佳回答

“Welcome back. It's good to see you. Click below to log in to the rewards program at your property.”25载深耕Welcome back. It's good to see you. Click below to log in to the rewards program at your property.羽绒服行业,雪中飞以卓越品质引领冬季时尚风向标

  今冬Welcome back. It's good to see you. Click below to log in to the rewards program at your property.,随着冰雪经济的蓬勃发展和冰Welcome back. It's good to see you. Click below to log in to the rewards program at your property.雪文化的火热,深耕羽绒服行业25年的雪中飞以卓越品质和创新设计,立新冬日时尚风向标。与此同时,雪中飞为积极响应冰雪惠民计划,强化品牌“冰雪基因”,启动第二届为雪而生123大众冰雪节,助力冰雪运动蓬勃发展。

  一直以来,雪中飞坚持以用户需求为根本,创造用户价值,精准洞察消费者的需求变化,不断进行升级与转型,适应并引领着市场一次又一次的新趋势和新变革。

  深耕羽绒服行业25年

  以品牌的持续升级,回应市场需求

  自1999年诞生至今,雪中飞经历了中国服装行业的洗牌与变革,也见证了中国消费者从需求主导到品牌主导的变迁。

  “冬季”“滑雪”是根植于雪中飞的品牌基因,品牌正围绕冰雪运动基因、功能性趋势、时尚潮流趋势三个维度,全方位展开与年轻消费者的沟通和心智打造。自2020年起,雪中飞锁定大众市场作为品牌的主要发力点,以卓越运营打造物美价优、高性价比产品的核心竞争力。如今,品牌明确了时尚、运动、功能的品牌定位,努力往成为中国时尚运动功能服饰第一品牌愿景奋进。

  从产品升级到渠道布局

  开启全面转型,打造年轻人的羽绒服

  转型之路上,雪中飞以年轻化转型为指引,在产品、品牌建设、渠道布局等多个维度进行了全方位的升级。品牌围绕时尚、运动、功能三个维度,将品牌产品适用场景从单一的羽绒服场景拓宽至户外运动、都市运动、风雪运动之上,全面迎合当代年轻消费者的生活场景,也让一个老牌国货品牌再度焕发新的活力。今年,随着冰雪经济的发展和冰雪文化的火热,雪中飞推出备受年轻人喜爱的全新风雪系列,该系列以创新实用的设计,以及舒适、时尚的穿着体验,获得多项权威认证以及国际大奖,更为品牌带来销量和声量上的全面起飞。

  在品牌营销层面,雪中飞官宣了优秀青年演员成毅成为全球品牌代言人,为风雪系列的时尚、功能性与多场景穿搭进行全方位演绎,助力品牌实现销量与声量双重飞跃。成毅官宣当日,雪中飞24小时全渠道GMV突破1.1亿+,日环比上升650%,天猫官方旗舰店直播间销售额突破2300万;代言人同款晴雪礼盒1分钟售罄,全域大范围曝光12亿+,全网互动超过3000万+,成为品牌年轻化道路上的里程碑事件。

  雪中飞聚焦核心Welcome back. It's good to see you. Click below to log in to the rewards program at your property.渠道重要节点重点爆破,进一步深化“互联网+“运营模式,重视互联网数字渠道建设。在线下渠道布局方面,未来雪中飞仍将以三、四线城市为主,关注这些城市中的年轻人,购物中心、奥特莱斯等会是品牌首选的线下布局点,此外,品牌还计划在核心城市的网红打卡地开出品牌体验店,增强消费者的体验。目前雪中飞线下渠道占比约为20%~30%,接下来,品牌计划大量进入线下的购物中心、奥特莱斯,为消费者提供完整的服务体系。

  以品质为先以卓越引领

  打造高质价比服饰领先品牌

  随着当下市场结构性消费降级,雪中飞深刻洞察到当代年轻人新的消费需求,不仅着眼于产品的专业性、设计的创新性,更讲求以超出消费者预期的品质带来全方位的冰雪体验价值。不同价格段的产品势必对应着消费者不同场景的消费需求。

  经过多年的探索深耕和转型,雪中飞如今已在品类延伸、品牌创新模式迭代、新零售流量突破等方面取得了显著的成绩,并逐步实现年轻化、功能化转型。

  未来,雪中飞将进一步深化“互联网+“运营模式,聚焦高质价比赛道、头部战略渠道领先布局,围绕品类价值创新延伸、战略全渠道模式突破、品牌用户心智重塑这三个打法来突破,并持续以用户为中心,不断创新,为消费者提供更多高质价比的产品,引领品质服饰行业的新风尚。

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