How did japanese AV Idol Sora Aoi do e-commerce in China ?

 

Sora Aoi launched her own item "Spakeys G-Self silk bra"  https://ecommercechinaagency.com/blog/  on Weibo with a limited number of 528 sets, each exceptionally priced at RMB 1,288. This item was launched temporarily of 5 hours and 28 minutes and all were sold out.

Sora Aoi's Prevalence on Weibo

Sora Aoi is best referred to in China as a Japanese AV idol who has over 14.9 million fans on Weibo. Inside 6 hours since she opened the Weibo account, its absolute number of followers reached 400 thousand, exceeding that of her Twitter account.

"Bra" is a clever choice of item for the perception of Sora Aoi's character on China internet.

Pre-dispatch Mission on Weibo

A simple post on Weibo was published on 19 May 2014 to "leak" the item idea, mentioning and asking (@) Xiaomi Tech's founder Lei Jun for the advice of e-commerce strategy.

It was taken by China internet users as a piece of very entertaining news and got re-posted for around 23,730 times. A few reasons behind:

E-commerce itself is a mainstream theme on China internet; some experts and celebrities in e-commerce industry shared news and some even provided suggestions

Underwear designed by AV idol was news commendable and interesting

The details were not released which got China internet users inquisitive

Mentioning a celebrity got the news viral; besides the wide exposure on Weibo, numerous fundamental news media published articles on this news

Pre-sale Exposure on Weibo

As one idea from an e-commerce celebrity fan, Sora Aoi "recruited" 1,000 fans on Weibo to "experience" her own designed G-self underwear. This little mission engaged its fans as well as won her item great exposure through Weibo.

It's a "hot" point and numerous regular China internet users re-posted the news and present their request to experience it. "1,000" standard is very limited considering she has over 14 million fans. Also, each was carefully selected including some grassroots celebrities and influencers to further push the exposure.

Item Dispatch Advancement

Spakeys G-Self Bra was not just launched for purchase. Price tag over RMB 1,000 for underwear may face a great deal of difficulties getting sold well on the Internet. Be that as it may, every one of the 528 sets were sold out inside planned 5 hours 28 minutes.

Time and amount limit. The limited number of 528 sets and limited time of 5 hours and 28 minutes are telling the fans to "hustle just a bit", permitting online users little time to carefully consider and do correlation shopping.

Incentives and sales strategy. The item dispatch post carefully targets two gatherings of people, both of whom are very interested in the item: one who can manage and will pay; one can not (or considering the bra excessively expensive). For the former gathering, the sale advancement gave away silk scarf worth over RMB 1,000 to push the sales. For the other gathering, it encouraged them to share the news by parting with 180 sets to the fortunate ones who re-post it.

The whole item dispatch consisted of several carefully crafted missions to promote the top of the line underwear brand Spakeys through G-self series bra. It definitely got the awareness and exposure yet I don't believe that is enough for influencing top of the line underwear brand. Also, the question currently is, the way and whether or not Spakeys can capture and capitalize on this item dispatch.

My doubt for the whole "Sora Aoi" bra crusades is, it's more of a marketing advancement than a self-owned item dispatch. The "Spakeys" brand's authentic website spakeys.cn, after whois investigation, is owned by Xianyidai Co., Ltd. which happens to be an underwear organization.

This is a deep coordinated effort between an influencer and a manufacturer, which is a usually seen business model in China. Live streaming is another well known sales channel in China you could check out.

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