灵思-ONLY social营销规划案

2017

Social

Communication

PlanLINKSUS2017.02.272017

OBJECTIVEDivert

stream1.Younger2.

3.AttractTo

be

more

fashion

To

be

more

livelynew

consumersAttractnewcustomers

Draw

back

the

old

customersDivert

the

voice

into

sales

performanceEXTREMEDARETo

Have

FUNFREEDOMCelebrity,

Fashionista,

KOLThefashioniconsthatyoungpeople

followed,

and

leading

the

fashion

trends.ONLYYoung,

fashion

clothes

help

youngpeopletoexpress

themselves.CustomerDare

to

think,

dare

to

have

fun.

With

the

spirit

of

liberty

and

rebellious.Dressing

is

a

way

to

express

viewand

identify

sel.Eager

to

be

unique.Big

IdeaWear

and

show ONLY clothes,

to integrateONLY

brand with

personal appearance. Toshow

the young

andTrendycharacteristics of ONLY throughFUNmulti-aspects

and

multi-directions.ONLYTrendy

FUNCHAO2017

Brand

Upgrade

StrategyKOLCelebrityBrand（Identify）（Hot

Sale）（Demonstrate）（Mutual

Reflection）FashionistaYouth

Brand

Lead

to

SaleApr.

May.

Jun.Jul.

Aug.

Sep.Oct.

Nov.

DecJan.

Feb.

Mar#Dare

to

dressup

Dare

to

have

fun#Fashionista

crossover

design

#CelebritiesCooperation

#Brand

crossover

cooperation2017

Timeline2017

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1,136

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558

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693

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ShanshanYuanSichunMaXin

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Chen

JinShenFEB.14TH

KEYWORD:

SNAP/PRIVATE

DRESS/AIRPORTDRESS

Street

Snap Outfits AirportSnap TotlePROFESSIONAL

PROFILEMi

Yang

is

not

list

for

her

quarrel

incident

atthe

airport

which

row

in

the

Hot

Search.Angelababy，

Xiaoming

Huang

are

not

list

fortheir

travel

postpartum

which

rowin

the

Hot

Search.Shuang

Zheng

is

not

list

for

her

crying

episode

atthe

airport

which

rowin

the

Hot

Search.Li

Xinrui

s

not

list

because

of

no

searching

data

causing

by

malicious

obstruct

ofsome

market

group.Best

Sell

Actress

Wear

Item

DataSales

survey

of

Taobao

sales

of

ACTRESS’s

SAME

CLOTHING

item5040

3079

5315

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3957

7372

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298

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of

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on

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datain

theformertwo

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of

actress‟s

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dressing

on

Taobao.Mengchen

Shen

„sjeansoverall

has

a

search

volume

of

3277Who

has

the

best

fashion

sense?PROFESSIONAL

PROFILEPROFESSIONAL

PROFILEPROFESSIONAL

OPINIONFashion

Editor

View刘拾三蔡邑R

i

k

k

i

L

i

uMarie

Clare(China)

Digi

Senior

FashionEditorCo-founder

of

Free

MeC

a

i

Y

iRSenior

Fashion

Editor赵思聪Vivienne

Wang<<Vogue>>

<<Self>>IndependentcontributorsZhao

Sicong

OnlyLadyFashion

Editor王宸Wang

Cheng<<Femina>>FormerChief

Fashion

DirectorEstee

Dong

iSNOB

&

iDS

DigiHead

of

Communication迷阳陈天然Cheney

Tianran<<Raily>>Fashion

EditorMiaSee

AppCo-founder&

Fashion

DirectorPROFESSIONAL

PROFILEQuestion

1谁是你眼中衣品最好的女艺人？Who’s

the

BEST

FASHION

SENSE

ACTRESS

in

your

opinion?Fashion

Editor

ViewBEST

FASHION

SENSE

ACTRESSSong

JiaSong

JiaWalking

Look

book

for

LadiesEditors

Said：Ifyoudon’tknowwhattoweartomorrow,

check

herWeibo

first.Ibarely

seean

actress

could

wear

Pajamas

in

a

way

so

native,

fashion

and

posh.NoonecouldwearDenimbetterthanher

in

China,no

one.Shecanweara

rag

but

still

be

fabulous.BEST

FASHION

SENSE

ACTRESSZhou

DongyuZhou

DongyuPetiteGirlDressingParadigmEditor

Said：Aftersayinggoodbyetoheradolescent

style,shebecamethemostrepresentative

MiniIcon

in

China..

Whydo

petitegirls

mustinheels？Wanna

seems

taller?

Just

Follow

herstyle.Sheclearlyknowshowimportant“Less

is

more”is

of

styling.Shecompletelyshowedtheevolutionof

“whatto

wear”

to

“how

to

wear”.BEST

FASHION

SENSE

ACTRESSNazhaNazhaGentle

Look,

Tough

StyleEditor

Said：Withthe

years

experience

in

printad

modeling

and

a

height

of

170+,It

would

beoddif

her

fashiontastefells

down.Shelookselegantbutindifferent,could

emphasizetheconflictwithstrongcolored

clothes.Short

haircut

helpsher

toget

ridofthe

impressionasalittle

woman.Nazha

is

goodatusing

similarcolor

outfits

to

express

elegance.PROFESSIONAL

PROFILEQuestion

2谁是你眼中最具有时尚潜力的女艺人？Who’s

the

MOST

PROMISING

FASHION

ACTRESS

in

your

opinion?Fashion

Editor

ViewQi

WeiVersatile

actress

with

¼

Korean

bloodEditor

Said：ThroughtheTVshow“MyLittlePrincess”,you’dknowthefashiontasteoftheartdirector

is

outstanding.Shemightbethemostunderestimatedfashion

icon.Lookbacktoherearlyyears,herstyling

werealways

beenquite

good.Nomatterwhatfigureareyou,youcould

always

find

something

suitable

from

Qi

Wei’s

styling.MOST

PROMISING

FASHION

ACTRESSQi

WeiDilirebaYoungactresswithabooming

popularityEditor

Said：Eventhoughshewouldwearpopularitems

justlikeYangMi,Shegraduallystartedto

have

her

ownstyle.WithYangMI'shelp,howwouldherfashion

taste

got

wrong.Sheand

Nazhaboth

come

from

Xinjiang,but

comparewithNaza'scoolstyling,Herface

figure

is

more

aggressive,

but

she

balance

this

with

her

dressing

way.MOST

PROMISING

FASHION

ACTRESSDili

RebaYuanShanshanFromMillionsCriticismtoQueenAbsEditorSaid：YuanShanshan'sdailyoutfitsareoutstanding.Herclothesare

eitheruniqueor

closeupwithfashiontrends.Yuan

Shanshan

is

agreatexample

of

“fashion

changes

one’life”.Totallychanged

her

reputation

byMOST

PROMISING

FASHION

ACTRESSYuan

ShanshanMOST

PROMISING

FASHION

ACTRESSMa

SichunMa

SichunTheNaughtyRecent

BestActress

WinnerEditor

Said：Herpersonality

islike

boys,unisex

look

suits

her.Sheis

the

best

hoodie-wearing-girl

that

I

everseen.So

calledasbrotherMa,her

styleis

quite

tomboy.吴昕Dreamy

MAG

GirlEditor

Said：WuXinisdefinitelyablackhorseinthe

fashionindustry.Herblondehairdrawsalotofattention

in

media,I

standforher.Isawablondegirlinthecrowdwho

dressedupfabulousinfashionweek,andshe

is

Wu

Xin.MOST

PROMISING

FASHION

ACTRESSWu

XinMOST

PROMISING

FASHION

ACTRESSWang

ZiwenWang

ZiwenBright

Little

Elf

GirlEditor

Said：Bothaspetitefashionleaders,ZhouDongyu

lookslikeawell-behavedgirl,butWangZiwen

looks

likearebelliouslittlemonster.Herelfcharacterbringsauniquesenseto

her

dressing

style.Petite,Koreanstyleandlookslikenoone

butherself.Shehasherownopinionin

fashion.She’llhaveaseriesshowsonin

2017,she’llbeahit

this

year.Shen

MengchenWaling

onherownfashionwayEditor

Said：Really

good

body

figure,

doesn't

have

too

many

restrictionsin

dressing

style.Continuous

liveshows,

youmaynot

believe

,but

she

create

a

popularitem.Sheistryingtorunherownfashionset,and

findingher

own

dressing

style.MOST

PROMISING

FASHION

ACTRESSShen

MengchenJin

ChenLittle

Sister

with

Good

Fashion

SenseEditor

Said：Sheispretty,withlonglegsandpale

skin

,she

would

beanew

fashion

star,

just

don’ttrytoo

hard.Fromtheshow“SistersoverFlowers”you

cantellshehasaoutstandingdressing

style.MOST

PROMISING

FASHION

ACTRESSJin

ChenLi

XiruiPeking

girl

with

rich

facialexpressionEditor

Said：Hereverylook

isfashion

andstylish,

fulfill

withheruniquePekingstyle.Nomatterispinkycolorstyleorallblack,

shecanholdit.Beautiful,tallandhasagoodfashiontaste

boss,shewillsoonbesomeoneinfashion

industry.MOST

PROMISING

FASHION

ACTRESSLi

XiruiFASHIONISTA ×KOL

BRANDHan

Huohuo韩火火DO

NOT

TAGFormer

fashion

editor

of

“COSMOPOLITAN”（China）

Magazine,

former

PM

of

“Marie

Claire”

（China）

Magazine.He

became

famous

due

to

a

group

of

street

snaps

with

high

heels.Continuouslylaunch

Crossover

DesignCollection

with

fashion

brands

since

2012.

Launched

his

own

parity

fashion

brand

in

2015.With

great

fashion

sense，manyitems

became

female

stars'

outfits.KOL

BRANDLena

FujiiLena

FujiiL.MeJapanese

model

with

¼

American

heritage,

has

been

the

chief

model

of

“VIVI”

Magazine

for

11

years.Launched

her

personal

design

brand

L.Me

in

Jan

2016.FASHIONISTAONLYANNALuo

XiaoyingANNA

IT

IS

AMAZINGOnlyAnna

comes

from

Zhejiang,she

is

inchargeofASMstudio,alsoknowasafamous

TAOBAO

seller.

Her

online

shop

mainly

goods

arewomenclothes,

she

is

themodelfor

her

shop.Shehas910thousandsfansonWEIBO.

According

to

“2016

Chinese

e-store

KOL

datareport”,shebeatZhangDayiandwon

“themostarningpotentialweb

celebrity”.FASHIONISTA吾欢喜的衣橱Zhang

DayiJupe

VendueShe

started

out

modeling,

won

first

prize

in

Taobao

non-make

up

competition.

Often

showed

up

in

“Rayli”,“Mina”

and“ViVi”

Magazine,

her

dressing

collocation

is

popular

with

fans.Launched

her

own

e-store

brand

in

2014,

her

new

items

were

sold

out

within

two

seconds.

Monthly

sales

reach

millions.Which

means,

thispretty

girl

could

reachthe

annual

sales

of

an

offline

store.

She

creates

alegend

of

e-store

sales.FASHIONISTACheerieZhuChenhui（Cheerie）

Chin

StudioCheeriealsoknowasZhuChenhui,studiedin

International

Trade

Department,

Economics

School,

Zhejiang

Gongshang

University.Shewasinvitedtooutstandingalumnilecturein

Mar

2016,

to

share

her

startup

experience.

Shestartedjuniorher

business

with

classmates

sinceyear. She

runs

a e-store on

Taobao,become

Golden

Diamond

creditworthiness

within3years.Thee-storehas50employeesand

annualsales

approximately100

millions

yuan.LinForeverGirlZhang

LinchaoLin

Edition

LimitZhangLinchaograduatedfromNottingham

University.

Came

back

toChina

in

year

2012

and

launched

Lin

Edition

Limit。Dailysalesover

10

thousands

in

2014

Taobao“Double

11”.Store

salesbecomethefirstduringTaobaofivecrown

stores.

During

“Double

11”,her

store

had250

,000

visitors

and

2.3

million

page

views.The

company's

salesin

2014

reached

20

million

or

30million.FASHIONISTA#DARETOHAVEFUNDARETO

DRESS#April

May

JuneKOL ×44

KOL12

AREASSportMusicArtTravelGamerFashion&Beauty

TRENDSETTER

PROFILEFashion&Beauty

iconRussian

Fairy

GirlAngelina

RussiaanDanilova,actress,born

in

1996,model.

Now

sheworksinKorea.Shebecamefamous

becauseshewasinvitedbyaKorean

TV

show

“Babel

250”Weibo:16KThe

mixed-race

beautyHansellee,22yearsold,Australian,now

studying

in

South

Korea.

She

is

a

YG

model,

very

pretty

with

a

heightlot

likeof 173cm. She looks a

Chinese

actress

Angelababy.

Weibo:40KIns:

110FairyBeauty

BloggerWild

Greatbeauty revealed

in

the

sexy.body

figure

with

model-likeheight,

and

she

has

distinctive

deepfacial

features.

Bright

charactersbeneath

the

cold

appearance.Weibo:

278885Miaopai:

327191

Ins:

28.1KTRENDSETTER

PROFILEBornin1991,graduatedfrom

Toronto

University.

Won

2009ShanghaiBeachBabyawardand

the

sweet

girl

award.

She

is

the

girlfriend

of

actor

Zhengkai.She

has

a

wide

variety

of

fashion

styles.Weibo:

1.2

MFashion

BloggerPracticalFashion

Iconicon,

webmaster

ofpost journalsWeibo fashion

.

Shefashion style onaboutwebsite

and

Weibo,expressherownopinionsaboutfashion.Thee-journalsareverypractical,shehas

many

followers.Weibo:

219KTOP1

Beauty

BroadcasterShe was

named

as

the

most

beautifulChinese

broadcaster

by

“For

HimMagazine”.ShenShan,Chinesemodel,works

for

“Xinwei”

Magazine.

After

recordtheseason2“FashionHelp”,shebecame

popular.Weibo:

330KFashion&Beauty

icon

SportSkateboarding

skills

and

superbdancing

makesher

“skateboard

goddess”in

South

Korea.

She

participated

ina

projectgroup

which

won

Red

Dot

Award

in

2015.Ins:349KWeibo：571KTRENDSETTER

PROFILESkateboardGirltop

women

surferMonica,bornafter1985,Shewas

anofficeworkerinrealestate,now

she

is

a

top

women

surfer.

Shecompetedcompetitionsover

20

surfingand

won

nationalboard surfingwomen long

champion

4

times.top

women

surferModel, TV actress,entrepreneur.

Born

indesigner,Toronto,her father is

Chinese

and

hermother is

French.global modelingDuring

hercareer,

shedeveloped

healthy

eating

habitsIns:

523KWeibo:

41KA

Tokyo

girl,

likes

painting,

sports

shoes,

likes

cupcakes.Now

is

catchingherdreaminLosAngeles.

Youcan

check

her

work

allover

Internet.Weibo：

40KIns：8369TRENDSETTER

PROFILESportCMOofBeijingJianshangruichuang

TechnologyCo.Xinjianggirl,fitness

icon,

height

174cm,

loves

to

work

out

andrun,greatbodyshapeandbig

smile.Weibo：

160,000Fitness

GoddessLove

AJ

Love

ArtPerfectBody

ShapeTravelescort,diver,

photographer,hasherown

beach

brand,

bikini.Ins:

65.6KWeibo:

34KTRENDSETTER

PROFILEArtSouth

Korean

TattooArtistNinicomesfromSouthKorean,worksasatattooartist.Hotbodyfigureplus

cool

laooks,

she

isa

goddess.

Her

tattoostyleismainlyinblackandgrey,and

she

isgood.Fantasy

Unique

Power

GirlJiang

Youyi

full

of

fantasy.She

wasdescribedasWillyWonkainartworldby

i-D.Shelikesvisualart“facepost”.Her

bolddesignmayseemabitnonsensical

humor,butthat‟sherwaytoexpresstheidea

of

“try

harder

and

without

fear

of

failure

toyoung

people”.Weibo:20KFunny

illustratorModel

and

new

as

an

illustrator.

She

was

a

host

in

shows

like“Yulewuxian”and“Shuhuazhanpai”.She loves

writing,

she

is

just

afree

literary

youth.Weibo:740KTRENDSETTER

PROFILEMusicBesides her DJ skills with extremerendering power,

she

is

also

a

fashionlover

，

hair-colored

lover.

Hot

bodyfigureandboldhaircolor,showedherunique

charming

characters.Weibo:140KIns:9KShanghai

Hot

DJHip-Hop

RapperAgirlcomesfromFujianProvince.Joined

the

show“Sing!China”in

Aug2016.Rap,

disheveled

hair,a

bithippop,abitcool.Sheisthefirst

femalerapperthatgoesintopublicview

in

mainland

China.Weibo:340K

TRENDSETTER

PROFILETravelLuo Xiaoyun,

Photo

shooting,

launchstudio,

hard

working,

travelling,

writing,exploring,

collecting

antique

cameras.She

writesforover

20

blogs,and

her

published

books

are

in

goodranking.

Weibo:840KThe

Pretty

PhotographerBeauty

TravelerTo

theseaside,

togo

riding,

to

go

hiking.Differentlocationsand

different

climates.

She

travelled

toJapan,SouthKorea,Thailand,

Malaysiaandsoon.Justgoand

explore

theworld.Weibo:310KINS:4KActive

TravelerShenowlivesinJapan.Sheloves

travelandtastyfood,sharingfun

travelexperiences

with

others.Her

Weibo

is

like

a

little

woman

in

love,

sweet

andinteresting.Weibo:15KINS:4KTRENDSETTER

PROFILEGamerShe

is

a

born

actress.

She

can

experiencethedeepfeelingoftherole

andactnaturally.Atthesametime,she

also

lovescosplay.

With

a

outstandinglevelofcosplay,received

widely

praise.Weibo:

4M

Bilibili:2MVideo

Viewers:

58MActress&CosplayerCOS

ChampionRussianCOSER，AnimatrixwontheRussian

National

COS

Photograph

Competition

champion.

Her

cosplayand

hastechnique

is

outstandingmany

followers.Weibo:70K

Insta：

540KE-sportsBeauty

PlayerKim

Min

Young,

is

called

as

“Top

E-sports

Beauty

Player”.

She

was

bornin

South

Korea,

1996.

She

is

a

well-known

model,

has

great

figure

anddelicate

face.

She

loves

game,

ACG,and

Gundam.Weibo：100KTRENDSETTER

PROFILEGamerWOW

professional

player,

StarCraft

2professionalcommentator.player,

LOLShe

signed

a

highcontract

withHuya

live

platform,

becamesiteNO.1.SheislikeFan

Bingbing

ine-sports.Weibo：4MBest

CommentatorLOL

Hot

CommentatorFamous

LOL

player

andCommentator.WonthirdprizeinLOL

CelebrityInvitational.Sheisamodel

as

well.

Now

she

works

as

a

LOLMarsTV,

formercommentator in

LOLadies

member.

Weibo:10ME-sports

Veteran

GoddessShe

is

thee-sports

veteran.She

witnessandcompanythehistoryofChinese

e-sports.She

becomesa

commentator

from

playerWeibo:

2M01

Viral

Video10

KOL Viral

Video

PlanningViral

Video

Planning10

KOL

willparticipate

for

the

Viral

Video

Release.

They

will

interact

with

consumers

and

enhance

their

favorability

towards

ONLY.Video

PlatformYou

better

walk

with

ne,

Girl！！！Outfit

Challenge!AprilMayNo

NumbsChallengeJuneWet

Clothes

Challenge!Viral

VideoTimeline#Dare

to

have

fun

dare

to

dressup#Dare

to

have

fun

dare

to

dress

up#Dare

to

have

fun

dare

to

dressupViral

VideoApril

May

June

#Dare

to

have

fun

dare

to

dressupTimeline4KOLwearingONLYnew

items,

dress

up

whole

looks

in

afun

way.4KOLwilldisplayONLY

collections

in

different

ways.4KOLwilljoinONLYfunPK.

No

Thumbs

Challenge.4

KOLwillcompete

in

the

chanllenge

andwearing

ONLY

clothes,theruleisIfyougetwet

you

lose.Video

platformsRecommendationAlltags

could

be

useas

video

webs

campaigntopic.Viral

VideoTimeline02

Live

StreamingBrand

+Live

Streaming+Social..New

Hot

Spot

Live

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