The Douyin Baby Program, the trendy children's show, comes to a perfect end, and the Douyin e-commerce maternal and child industry opens a new era of children's fashion

From July 23 to July 24, 2021, Douyin's e-commerce maternal and child platform and Firestone Culture jointly created a Chinese phenomenon-level IP-Douyin Baby Program Chaotong Show has finally come to a successful conclusion. Unite with 18 well-known children's clothing brands at home and abroad to create three themed sections: new technology, new functions, and new national trends, interpreting the frontiers of international children's clothing fashion, in the form of offline big show release + Douyin online show live broadcast synchronously. Present.

[Shaking in Baby Plan, Outfield of Tide Boy Show]

Joint for the first time, unlocking a new model of global children's fashion release

This time, the Douyin Baby Project Chaoyong Show was produced by Taihuo Culture and Firestone Culture. It staged 18 major brand children's fashion shows, and it was broadcast live on Douyin. The total number of participants exceeded 800,000. Douyin e-commerce maternal and child delivery masters Kakaoppa and Zhang Huo jointly promoted in the live broadcast room, a one-stop get-together for cute babies to wear in the autumn and winter of 2021. The total sales volume of the event exceeded 1 billion yuan, the highest in a single day Sales exceeded 140 million yuan. This time, the Douyin Baby Program Tide Kids Show strongly created a new official topic of Douyin, the Douyin Baby Program, to tap short video platform media breakthroughs and break through the pain points of children's parent-child fashion promotion. The official Douyin topic has been played more than 1 billion times, the official account of the Douyin Baby Program has increased by more than 60,000 followers, and the hot words related to the event have been on the Douyin Hot List twice, with the highest TOP9. The total exposure of IP exceeds 2 billion, and the combination of super topical and exposure has realized the efficiency upgrade of e-commerce sales conversion.

At the same time, the Douin Baby Project Chaotong Show teamed up with the magic capital GOGO, TOP Magic Capital, GOGOShanghai, iQiyi, Toutiao, Tencent Video and other media to form a multi-dimensional and all-round propaganda matrix, which set off an upsurge of national attention. Diversified propaganda thinking has allowed Internet technology and social media to arouse people's attention to children's parent-child fashion. While focusing on the immersive show experience, innovate the relationship between new media and the commercial fashion industry.

【Kakaopa】

【Zhang Huo】

Hong Xin and his daughter, Chen Haomin and Jiang Lisha's family visited the scene in person, the stars were dazzling, and the popularity exploded.

The Tide-in Baby Show includes the theme styles of several major brands such as infants and children, leisure sports, designer brands, national style, and light luxury. Excellent original children's clothing designers and brands at home and abroad participate together, and fashion buyers , The trendy dads and hot moms, as well as more than 200 domestic and overseas media and international friends. Officially invited catwalk master Zhong Meimei, Tang Liaogeyuan, Mi Sansui, Xiaofangyuan, Yan Jiasanqianjin and other babies, "Tik Tok Cute Baby Kol Matrix" all appeared on the show, adding a childlike vitality to the big show. . In addition, two groups of heavy celebrity families joined the scene. Hong Xin, a well-known film and television actor and his daughter, were the guests on the first day to push the atmosphere of the show to a high point. The wonderful performance of the four babies is unforgettable.

The official live broadcast room of the Shaking Baby Program set up on the spot led everyone to the show. The entire live broadcast room adopts a fully transparent design. While leading the audience directly inside and outside the show, it also gives the live audience the opportunity to meet arrivals, celebrities, cute baby KOLs and interact online through the transparent live broadcast room, which is a traditional e-commerce business. The live broadcast has opened up new ideas, brought more fresh ideas, and brought online audiences a special viewing experience of seeing and buying, and built a brand-new business bridge between the brand and the audience.

[Hong Xin and daughter]

[Chen Haomin and Jiang Lisha's family]

Brands gathered in Fashion Battle, with three new themes and new experiences

18 children's clothing brands released new products in 6 games in 2 days, and jointly created three themed sections of new technology, new functions, and new national trends. Designers of various brands have implanted their imaginations into the design of children's clothing, bursting out whimsical ideas, adding various creativity and imagination to the classic styles, being children's dreammakers, and showing a distinctive fashion attitude with clothing.

Infant and children’s brands YeeHoO, YeeHoO Rainbow, David Bella, cleverly used bright and bright lighting colors, combined with popular elements such as picture books, fairy tales, and IP, to create a fairytale and dreamy catwalk stage, which attracted the popularity of cute baby KOL soup. Yuan turned her head three times on the T stage, motivating the hearts of the audience.

【David Bella】

【YeeHoO】

High-end children's brands Minipeace, HushPuppies, Paw in Paw, E.LAND KIDS, Mini Balabala, through the combination of brilliant lighting and dynamic music, the brand design of "fashion, trend, individual attitude" is fully demonstrated. HushPuppies broke the convention and brought the rhythmic max dance before the show, which showed the charm of fashion and set off cheers in the stadium.

【Minipeace】

Designer style brands Maradin, MQD, and papa, this time also came strongly, understanding children's curiosity and whimsical ideas about the world, and drawing inspiration from them. Super Q cute fruit series, personalized glasses accessories, ingenious supermarket trolley elements, unique ingenuity redefines the classic design, bringing a refreshing visual impact to the audience.

【Papa】

The national brands Barabara, Deesha, Annel, Duck, Flying in the Snow, combined with brand design concepts, care for children to explore and play freely in every daily scene. Deesha holds a balloon, and a small model in a princess dress is accompanied by a dreamlike stage lighting and music. Various models are on stage, pushing the concept of "every girl is a princess" to the extreme.

【Maradin】

In addition, there are also travel goods brand Kocotree, leisure children's shoes brand Belle Kids, children's sports brand Kappa Kids, and Aimu Kids. The daily practicality of the products is the core, and the appearance and design are taken into account, and the color matching of the products is emphasized. The entire Kappa Kids show is based on the concept of "Super Omini Evolution", perfectly displaying the brand's three sets of clothing series: brand classics, fashion sports, and IP joint names. Through the continuous changes of classic string labels, explore the fashionable sports DNA of fashionable children, and create a new generation of Kappa classics. Adoring children even dare to think and dare to play, put My Little Pony on the runway, creating a colorful fairy tale kingdom.

【Kappa Kids】

As one of the domestic professional maternal and child platforms, the Douyin e-commerce maternal and child platform covers precise consumer groups; to create the Flint culture of the trendy children's show of the Douyin baby program, it has always paid attention to the accurate landing and all-round dissemination of fashion IP. In the field of fashion, we have innovatively planned a number of large-scale fashion IP events such as the IKMC International Children’s Model Competition and KIDS WEAR children’s fashion release. KIDS WEAR Shanghai Fashion Week children’s wear release has been committed to showing the trend in Shanghai, the fashion capital of China, with the help of Firestone Culture. International Children's Fashion. Since its establishment in 2016, it has accumulated more than 300 brands of children's wear, parent-child wear and children's fashion lifestyle categories.

This time, the Douyin e-commerce maternal and child platform and Firestone Culture jointly created the Douyin Baby Program Trendy Children’s Show, injecting fresh vitality into Chinese children’s clothing, creating a new model combining children’s fashion release and e-commerce marketing, and building fashion content output and A new ecosystem of brand sales. Next, the Douyin e-commerce maternal and child platform will continue the derivative and expansion of the "Douin Baby Program", leading the new trend of righteousness for Chinese children of all ages.

【Master Vision】

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