皮草女王懒猫nono的品牌营销之路:情感、人设、限量的多项整合

The Road to Brand Marketing of Fur Queen Nono the Lazy Cat:the Integration of Emotion,Human Design and Limited Quantity

从传统线下门店销售的1.0版本,再到后来打通线上线下渠道的传统电商2.0版本,直播电商的兴起重构了“人货场”的关系,正式开启商品流动的3.0时代。懒猫nono作为抖音的女装带货主播,靠着反季皮草和其它反季服饰,商品交易总额达到了单场1.2亿,跃升为抖音头部主播。文章通过对懒猫nono这一抖音带货主播创建的女装皮草品牌“SAYNONO”进行案例分析,指出在短视频电商平台中品牌营销的重要因素。

From the 1.0 version of traditional offline store sales,to the 2.0 version of traditional e-commerce that gets through online and offline channels,the rise of live streaming e-commerce reconstructs the relationship between"people and goods yard"and officially opens the 3.0 era of commodity flow.The Lazy Cat nono is the main streamer of Douyin's women's wear.With its off-season fur and other off-season apparel,gross merchandisvolume has reached 120 million yuan per show in history,making it the top anchor of Douyin.In this paper,through the case analysis of SAYNONO,a women's fur brand created by the Lazy Cat nono,this paper points out the important factors of brand marketing in the short video e-commerce platform.