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[car home Information] Recently, we learned from the official poster released by AITO that its second model, the Wenjie M7, received 20,000 orders four hours after its launch. The new car is positioned as a medium-sized and large-sized SUV, which was launched on July 4, with a total of three configuration models, and the price range is 319,800-379,800 yuan.

In terms of appearance, the new car adopts a similar double grille shape, with a narrow strip inverted trapezoid shape above and connected with the light groups on both sides to form a penetrating style. Judging from the official map, the front of the car can be lit through the light group, and the visual effect is good. Below is a large-size trapezoidal air inlet, and chrome trim strips are added inside for embellishment, which has a prominent layering.

The overall design of the new car side is relatively heavy, with straight roof lines and 20-inch wheels, which looks very powerful overall. In terms of the tail, the new car adopts the shape of a penetrating taillight group, which echoes the front face. In terms of body size, according to the information declared by the Ministry of Industry and Information Technology, the length, width and height of the new car are 5020/1945/1775mm and the wheelbase is 2820mm respectively.

In terms of power, Wenjie M7 is equipped with an extended-range hybrid system consisting of a 1.5T four-cylinder range extender and two motors, in which the maximum power of the extended-range engine is 92kW, the maximum power of the front and rear drive motors is 130kW/200kW respectively, the comprehensive maximum power reaches 330kW, and the official 0-100km/h acceleration score is 4.8s. It is also equipped with a battery pack with a capacity of 40.06kWh. When commuting in the city, the pure battery life of CLTC can reach 230km (rear drive) /200km (four-wheel drive), and when driving long distances, the battery life of CLTC can reach up to 1220km and the fuel consumption is as low as 5.8L/100km. (Zhouyi)

　　In order to avoid the "small workshop" of recycling with crude technology and backward technology from affecting the overall healthy development of the industry, the newly revised "Industrial Standard Conditions for Comprehensive Utilization of Waste Power Batteries of New Energy Vehicles" upgraded the environmental protection requirements. For example, the on-line monitoring devices for wastewater, waste gas and industrial solid waste generated in the process of comprehensive utilization have been changed from "encouraging installation" to "should have".

　　The production and sales of new energy vehicles in China have ranked first in the world. According to the data released by China Association of Automobile Manufacturers, 1-mdash in 2019; In August, the sales volume of new energy vehicles in China was 793,000, maintaining a year-on-year growth rate of 32%. With the large-scale popularization and application of new energy vehicles, the comprehensive utilization of waste power batteries is particularly urgent.

　　Recently, the Ministry of Industry and Information Technology has recently revised and officially solicited opinions from the public on the industrial standard conditions for the comprehensive utilization of waste power batteries in new energy vehicles (hereinafter referred to as the standard conditions) and the Interim Measures for the Administration of the industrial standard announcement for the comprehensive utilization of waste power batteries in new energy vehicles (hereinafter referred to as the Measures) issued in 2016, which put forward requirements for the comprehensive utilization of power batteries to be more perfect, safer, more energy-saving and environmentally friendly.

　　Recycling is still in its infancy.

　　According to the calculation of China Automotive Technology and Research Center, combined with the factors such as automobile scrapping years and battery life, in 2018 — In 2020, the total number of scrapped power batteries in China will reach 120,000 — 200,000 tons, reaching the scale of 350,000 tons in 2025. It can be said that the wave of large-scale scrapping of power batteries for new energy vehicles is coming.

　　"The service life of power batteries is generally 5-mdash; 8 years, the effective life is 4-mdash; In 6 years, this means that the first batch of new energy vehicle power batteries put into the market are basically at the critical point of elimination. " Zhang Tianren, Chairman of Tianneng Group’s Board of Directors, told the Science and Technology Daily reporter that when the capacity of power storage battery decays below 80%, it will not fully meet the power demand of automobiles and can be used in other fields step by step.

　　The "Investigation Report on Recycling and Utilization of Power Batteries in New Energy Vehicles (Introduction)" issued by the Ministry of Industry and Information Technology shows that most of the current cascade utilization of power batteries is in the experimental demonstration stage, mainly in the fields of power preparation and energy storage. In 2018, China Tower Company stopped purchasing lead-acid batteries, and vigorously promoted the step-by-step utilization of lithium batteries. The application of step-by-step utilization of batteries for power preparation has been carried out in about 120,000 base stations in 31 provinces and cities, and business development has been strengthened in the application scenarios of power preparation, energy storage and external power generation. State Grid has built a 1 MW-hour energy storage system demonstration project using lithium iron phosphate batteries in steps to accept renewable energy for power generation and frequency modulation.

　　Zhang Tianren said that at present, there are two main destinations for retired power batteries of new energy vehicles, one is step-by-step utilization, and the other is recycling. After dismantling the scrapped batteries, the heavy metals in them will be refined and reused. "From the perspective of the whole life cycle, the batteries used in the cascade need to be recycled after they are finally scrapped." The state attaches great importance to the recycling of power batteries. In 2018, the ministries and commissions of industry, information technology, environmental protection and other countries jointly issued the Interim Measures for the Management of Recycling of Power Batteries for New Energy Vehicles and other regulations to strengthen the recycling management of power batteries, standardize the development of the industry and promote the comprehensive utilization of resources. However, the recycling of power batteries is still a new field, and it is still in its infancy, facing many difficulties and deficiencies. It is particularly critical and important to revise the Specifications and Measures in time.

　　Establish a perfect and mature comprehensive utilization database

　　The newly released revised draft of the Specification Conditions and the revised draft of the Measures are revised and improved on the basis of relevant documents in 2016, especially reflecting the technology and technology-driven, making the traceability and utilization of power batteries more perfect and safer.

　　In the recycling of used batteries, traceability is considered to be a key link. The Interim Provisions on the Traceability Management of Power Battery Recycling in New Energy Vehicles proposes that a comprehensive traceability management platform will be established to collect information on the whole process of production, sales, use, scrapping, recycling and utilization of new energy power lithium batteries, and to test the fulfillment of recycling responsibilities by all link subjects.

　　Zhang Tianren said that at present, China’s battery recycling system is not perfect, and there is no effective cooperation mechanism among automobile manufacturers, battery manufacturers, recycling enterprises and recycling enterprises, and the rights and responsibilities are not clear enough. These institutional measures have played a positive role in strengthening the efficient utilization of scrapped batteries. The further improvement of the traceability management of power batteries is highlighted in the revised draft of the Specification.

　　For example, in the general requirements of "technology, equipment and technology", the revised draft of "Specifications and Conditions" added a new item, "It should meet the relevant requirements of traceability management of recycling and utilization of power batteries for new energy vehicles, and have the ability of information traceability, such as traceability information system and auxiliary facilities and equipment such as code identification." When it comes to the inability to dispose of "electronic components, metals, graphite, plastics, rubber, diaphragms, electrolytes and other parts and materials produced in the process of comprehensive utilization", it requires enterprises to "hand over relevant qualified enterprises for centralized treatment according to relevant national requirements" and "do a good job in tracking management"; In the article "Product Quality and Vocational Education", recycling enterprises are required to upgrade from "establishing a complete traceability system" to "establishing a complete information production process management system", which is also conducive to establishing a more complete and mature comprehensive utilization database of used power batteries.

　　Safety is the foundation of the development of power batteries. Similarly, the revised version of Specification and Conditions puts forward higher requirements for the safety of power batteries in the process of recycling. Among them, in the "Environmental Protection Requirements" clause, more detailed treatment requirements are added for "gas" separately, "the residues that are flammable and explosive at normal temperature and pressure and discharge toxic gases generated in the process of comprehensive utilization must be pretreated to make them stable before storage, otherwise they will be stored as flammable and explosive dangerous goods"; In the clause of "Safety in production, personal health and social responsibility", a new requirement for transportation is added: "The transportation of waste power batteries should meet the requirements of relevant national laws, regulations and standards, and the battery structure should be ensured as far as possible. Before transportation, the waste power batteries should be classified according to their safety characteristics, and the corresponding transportation plan should be adopted according to relevant standards, with safety guarantee measures such as fire prevention, waterproof, explosion prevention, insulation and heat insulation, and emergency plans should be formulated."

　　Key common technologies need to be broken through urgently.

　　China’s lithium resources are about 7 million tons, ranking fourth in the world. However, due to the poor grade, difficult purification and high cost of lithium ore, it is necessary to import a large number of lithium ore every year, and its dependence on foreign countries exceeds 85%. "China demand" has also promoted the skyrocketing price of battery-grade lithium carbonate, from less than 50,000 yuan/ton at the beginning of 2015 to 180,000 yuan/ton at the end of 2017, an increase of nearly three times, which is not conducive to the development of new energy automobile industry and poses a serious challenge to China’s resource security.

　　Zhang Tianren said that waste power batteries are precious "urban mines", and the metal content is much higher than that of ores. Recovering and recycling valuable metals such as lithium, cobalt and nickel in them can improve resource utilization efficiency and reduce external dependence. Waste power batteries will do great harm to the ecological environment if they are improperly treated and discarded at will. "Heavy metal elements such as cobalt and nickel in cathode materials, organic substances in electrolyte and carbon materials in cathode will cause serious pollution to water and soil, especially once heavy metals penetrate into soil, it will be difficult to recover for decades."

　　Therefore, in the aspect of energy conservation and environmental protection, the revised draft of the Specifications and Conditions puts forward a specification for the recovery rate of lithium for the first time, that is, it is not less than 85%, and the material recovery rate should be not less than 90% if the material repair process is adopted. In order to avoid the "small workshop" of recycling with crude technology and backward technology from affecting the overall healthy development of the industry, the revised draft of "Specifications and Conditions" upgraded the environmental protection requirements. New construction, renovation and expansion of comprehensive utilization enterprises should strictly implement the environmental assessment system, and be included in the construction projects listed in the classified management list of pollutant discharge permits of fixed pollution sources, and apply for pollutant discharge permits in accordance with the relevant management regulations of the state on pollutant discharge permits; On-line monitoring devices such as wastewater, waste gas and industrial solid waste generated in the process of comprehensive utilization have changed from "encouraging installation" to "should have".

　　The revised version of the Specification emphasizes that "production equipment and facilities with high production automation efficiency, advanced energy consumption indicators, environmental protection standards and high comprehensive utilization rate of resources should be selected, and new technologies and processes that are energy-saving, environmental protection, clean, efficient and intelligent should be adopted." Zhang Tianren said that at present, the recycling technology is not mature, the level of automation is low and the cost remains high. "In view of the weak links in the recycling of waste power batteries, Industry-University-Research should be organized to jointly tackle key problems, continuously improve the level of process equipment, metal refining technology, energy saving and consumption reduction, break through key common technologies, effectively reduce production costs, and gradually cultivate mature industrial systems." (Reporter Li He)

　　In Shijiazhuang, Hebei Province, the fitness instructor led the cloud marathon contestants to warm up before the game through live broadcast equipment. Photo by Zhang Xiaofeng (Xinhua News Agency)

　　In the waters of Shandong Rongcheng Binhai Park, children are practicing sailing and windsurfing. Photo by Li Xinjun (People’s Vision)

　　92-year-old Li Chunfu plays basketball in the open-air basketball court at the foot of Jinan Hero Mountain. Xinhua News Agency reporter Wang Kaishe

　　At Borui Boxing Club in Guiyang, Guizhou, 6-year-old Liu Quanzhou is doing warm-up training. Xinhua News Agency reporter Ou Dongyu photo

　　Marathon events are closed, gyms and stadiums are closed … … Since the beginning of this year, affected by the COVID-19 epidemic, the sports industry in China has suffered from the cold winter, and the vigorous national fitness enthusiasm is facing unprecedented challenges. In the face of the crisis, from the government to enterprises, all parties in the national fitness work together to overcome difficulties, relieve the demand for fitness with innovative models, and open up new markets with transformation and upgrading.

　　Nowadays, with the situation of epidemic prevention and control improving, the hard ice of industrial development has gradually melted. After the exploration during the epidemic period, the enthusiasm of national fitness is in generate.

　　The epidemic awakens the public’s awareness of fitness

　　Since it reopened in April, the gymnasium in Li Yang has resumed its former liveliness. "Most of the former members came back to exercise, and there were many new customers who came to consult and experience. After this epidemic, everyone generally pays more attention to sports and health. "

　　Affected by the epidemic, at the beginning of this year, sports consumer enterprises in various places, including gymnasiums and offline sports training, stopped working, and Li Yang’s gym in Hangzhou, Zhejiang Province was no exception. After being closed for many months, the operation of the gym once faced difficulties, and Li Yang once had the idea of shutting it down. "But many members called and asked about the time to resume business. So I want to bite my teeth and stick to it. I can’t live up to everyone’s enthusiasm. "

　　It is because of persistence that Li Yang saw the dawn. With the relief of the epidemic, the long-lost fitness industry has gradually recovered. The epidemic situation has further awakened the public’s awareness of fitness and reshaped their lifestyles, and people’s consumer demand for physical fitness has brought new kinetic energy to the industry.

　　Many people in the fitness industry believe that although they are experiencing the stage of recovery from pain, they believe that after the epidemic, with the upsurge of people’s fitness enthusiasm, the fitness industry will usher in a new period of rapid development.

　　An epidemic has made more people deeply understand the significance of sports to life. Xiao Luo, who works in Beijing, recently returned to the gym in the community. During the epidemic, she insisted on exercising at home, and now she has returned to the fitness "base camp". She has set herself the goal of exercising four times a week. "This epidemic really made me feel ‘ Health is the capital of revolution ’ The truth is, it is only when you practice your body well that you can ‘ Working for the health of the motherland for 50 years ’ 。”

　　It’s the summer vacation, and the youth fitness training is also quite hot. You Wu, a parent of the post-80s generation, said that during the summer vacation, he gave his son a physical education class in fencing and basketball, hoping that he would have a healthy body since he was a child.

　　"During the epidemic, children didn’t get enough physical exercise, and many parents took advantage of the summer vacation to give it to their children ‘ Make up physical education class ’ 。” You Wu said that in addition to football, basketball, physical fitness and other courses, sailing, equestrian and other "high-end" projects are also favored by parents.

　　In fact, this epidemic has prompted many parents to change their living habits and educational concepts, and pay more attention to their children’s physical education. Some experts pointed out that the epidemic will eventually pass, but parents’ investment in children’s physical education will be more scientific and rational.

　　Nationwide, regional mass sports activities have also become active recently.

　　In Wuhan, where the epidemic was the worst, the joy of sports has returned to people’s lives. At present, the opening rate of outdoor sports and fitness venues such as basketball, football, tennis and racing in Wuhan has reached 70%, and the fitness participation rate of open outdoor venues can basically reach 80% in the same period last year; The opening rate of indoor fitness venues reached 40%, and the fitness participation rate was about 10% to 20% compared with the same period last year.

　　According to the person in charge of the sports department in Wuhan, as the epidemic prevention and control situation continues to improve, Wuhan Stadium will continue to expand its opening to the outside world. In the second half of the year, Wuhan is expected to organize sports events such as National Fitness Games, Crossing the River Festival and Wuhan Marathon to further enhance the participation rate of citizens in sports events.

　　Experts believe that the impact of the epidemic on national fitness is temporary, and the sports industry in China still has a good development prospect.

　　Wang Yuxiong, director of the Sports Economic Research Center of the Central University of Finance and Economics, believes that the rapid growth of the sports industry in recent years is based on a solid foundation for economic and social development, which will not be reversed by the impact of the epidemic. "In the long run, after the epidemic, people’s sports consumption concept will be enhanced, and our public management system will be more perfect, so there will be no problems in the industry prospects, and the momentum of rapid development in recent years will not be reversed."

　　Cloud fitness opens up more scenes

　　During the epidemic, home-based fitness and home-based sports became the new fashion. With the off-line fitness venues closed, more and more sports enthusiasts have moved to the online, and the "cloud" fitness method has been popular and ushered in a wave of outbreaks.

　　After the Spring Festival this year, Chen Long, a citizen of Jinan, Shandong Province who works from home, became a "heavy user" of fitness software. "I used to play football with my friends. After the outbreak, I didn’t exercise for a long time and felt uncomfortable. Later, influenced by my friends, I downloaded some fitness courses on the mobile APP." Chen Long said that she thought online fitness was "boring" before, but after practicing it several times, she found that the courses on her mobile phone were very rich and professional. Now, after returning to work, in addition to resuming the offline appointment, I will "punch in" in the fitness software every week.

　　The emergence of the epidemic has made "Cloud Fitness" a compulsory physical education course for many people in China. It is the choice of many fitness enterprises and sports practitioners to let the national fitness link the cloud and embrace the cloud. During the epidemic, users of fitness software skyrocketed; Many fitness institutions have launched online services; The fitness instructor became a "online celebrity" on the live broadcast platform; Many retired and active sports stars also boarded the "cloud" and recorded videos to guide mass fitness.

　　According to the data of fitness software Keep, during the epidemic, users’ exercise duration averaged 36.2 minutes each time, nearly doubling compared with 2019. The cumulative coverage of sports live broadcasts launched by Keep in conjunction with many institutions and fitness experts exceeded 56.5 million. In addition, Internet companies such as Ali Sports and PP Sports have also launched a variety of home fitness courses, attracting a large number of users to watch.

　　At the same time, all localities are actively exploring new fitness models that integrate online and offline. In Xiamen, Fujian, the local home fitness online sports meeting attracted many citizens to participate; In Qinghai, local online home fitness activities have been launched, and a number of "promotion leaders" and "fitness experts" have emerged to actively lead the fitness fashion; In Chengyang District, Qingdao, Shandong Province, the first "Balcony Marathon" and "Family Fun Games" were popular among residents … …

　　A few days ago, a survey on home fitness of urban and rural residents in Zhejiang Province showed that during the epidemic period, 81.54% of the residents in the province carried out fitness activities, and 82.5% of them recognized the necessity of home fitness.

　　The insiders believe that the "cloud fitness" during the epidemic has brought multiple benefits to the national fitness. With the development of exercise habits, the sports population will definitely increase after the epidemic. The fiery online sports will also drive the growth of sports consumption and drive the development of sports industry.

　　During the "618" shopping festival this year, sports consumption achieved outstanding results, among which fitness equipment categories ushered in a full-scale outbreak. According to the data of JD.COM, from June 1 to 14, the turnover of barbells and kettlebells increased by 64% and 109% respectively. The turnover of skipping rope and yoga circle increased by more than 240% year-on-year, and the turnover of rowing machine and elliptical machine increased by more than 50% year-on-year.

　　"After this epidemic, many people realized that health is the best investment." Some fitness enthusiasts say this.

　　Many people in the industry said that after the epidemic, mass fitness will tend to be normalized, and outdoor and venue fitness will still become the mainstream, but this does not mean that "cloud fitness" will disappear. The epidemic situation can accelerate the Internet gene implantation of sports fitness and leisure industry, and the fitness and leisure industry based on offline scenes will strengthen online education and training and realize diversified business models.

　　Li Xinyan, general manager of Keep, said: "In the long run, the exercise habits developed online during this period will still be reserved, and it will become a normal state to go to sports meetings regularly. There are many new forms and opportunities in generate, which may be a new tipping point for the future sports industry. "

　　Do everything possible to boost fitness enthusiasm

　　With the situation of epidemic prevention and control improving, national fitness activities have been resumed in various parts of China. In order to encourage the development of the fitness market and promote related enterprises to return to work and achieve production, various localities have built platforms and boosted confidence for fitness enthusiasts and sports enterprises in various ways.

　　In March of this year, Jiangsu introduced the "15 sports industries" policy to help enterprises out. At present, the provincial sports industry development special fund with a total project amount of 185 million yuan, the central and provincial public stadiums and gymnasiums open to the public free of charge or at low fees, and the provincial fitness club special support fund have been allocated.

　　Tianjin recently launched the "You Fitness, I Subsidy" Huimin Fitness Consumption Subsidy Activity, with the first payment amount of 1 million yuan. Local citizens only need to use Alipay client to spend money at contracted merchants, and they can enjoy full subsidy reduction.

　　Sports tourism, which is seriously affected by the epidemic, has also become a good starting point for all localities to stimulate consumption and tap new economic growth points. In order to restore the development of sports tourism as soon as possible, various localities have introduced corresponding measures.

　　Recently, the 2020 Hainan hydrophilic sports season kicked off in Boao. During the six-month activity, Hainan will organize six major theme month activities, and hold a series of events, trainings and experience activities to attract all kinds of people to participate in sports tourism activities, so as to create new hotspots and new formats for national fitness and tourism consumption.

　　The National Fitness Day is coming, and all localities are gearing up to "add a fire" to the enthusiasm of national fitness.

　　Recently, the Beijing Municipal Sports Bureau announced that it will jointly hold the first "8 8 Beijing Sports Consumption Festival" with JD.COM Group. The activities are divided into three sections: online shopping, online booking and online competition. Among them, the "online buying" section will carry out sports goods exhibition, which will benefit sports consumers to the greatest extent and stimulate sports consumption. The "Online Booking" section will invite the public to make an appointment to participate in fitness activities. On August 8, public stadiums and gymnasiums with open conditions in Beijing will be open to the public free of charge. At the same time, all kinds of operating sports and fitness venues in the city will be openly solicited, and eligible venues will also launch free fitness services and experience products on August 8.

　　In addition, Beijing will also invite the public to participate in online events in the "Online Competition" section, including "August 8 Beijing Sports Consumption Festival Beijing International Long-distance Running Festival", "Brave Forward, Fitness Beijing", "Running to 2022" Park Half Marathon Online Series, "Nanchang — Beijing "city online public welfare relay race, etc.

　　As the venue of the 2021 National Games, Shaanxi Province launched the "I want to participate in the National Games" sports skill exhibition on the occasion of the National Fitness Day. During the activity, Shaanxi will carry out a series of events or activities, such as the national physical training standard test, the "five-in" activity of sports health, the three-on-three basketball game, the five-a-side football game, the rope skipping game and the sports night market.

[MOMENT node marketing column] focuses on three major marketing nodes, namely, new, courtesy and promotion, in luxury goods and fashion apparel industry. With four sections, namely, [Everything grows], [Courtesy highlights], [Gathering everything] and [Promoting breakthrough], it brings dry goods in the little red book industry, such as industry opportunity foresight, courtesy marketing strategy, search and delivery guide, and promotion of practical play, so as to light up the flash moment of nodes and decode the most in-depth play of node marketing.

Spring is infinite, and everywhere is beautiful. The first quarter of 2024 has come to an end, and countless spring hot spots have emerged in Xiaohong’s book, bringing new business opportunities to the trend clothing and sports outdoor industry. Major brands have launched new products one after another, and joined hands with Xiaohongshu to make joint efforts in this spring season to promote the rapid outbreak of new products and achieve double sales in the spring of 2024.

As a bridge connecting users and brands, Xiaohongshu looks forward to the trend of the industry, bringing comprehensive new ideas to solve problems for major fashion and sports outdoor brands in terms of trend interpretation, style update and inspiration innovation. At the same time, Xiaohongshu has been actively building a commercial model for a long time, opening up the global links in the station and bringing more potential business opportunities to the brand. With the help of Xiaohongshu’s unique grass planting attribute, the brand can deeply integrate new product marketing with trend content according to its new emphasis, realize the integrated business channel of "marketing+marketing", and promote business transformation and efficiency improvement. Nowadays, Xiaohongshu has become the new preferred position in the trend clothing and sports outdoor brand.

In this issue of "Everything grows", the commercialization team of Xiaohongshu brought outstanding achievements of 12 selected brands in five categories: "Fashion Clothing-Women’s Wear, Men’s Wear, Underwear, Accessories" and "Sports Outdoor". Through in-depth analysis of the brand’s efficient marketing style in the new period of spring, the brand highlights will be lit up, which will bring inspiration to more trendy clothing and sports outdoor brands in the next marketing layout and seek new business development.

Slide down to see this issue of "Everything grows"

Looking at Xiaohongshu Fashion Clothing & Five Categories of Outdoor Sports

Excellent achievements made in New China in spring.

Ending early spring and rejuvenating, and then starting a new season.

Chaoliu clothing

01 women’s dress

Simple pieces｜ | Little White Pants Series

Simple pieces delves into the real needs of girls’ trousers, grasps the hot spots of wearing in spring, and launches a series of small white trousers that are "impervious and not easy to wrinkle"; Through the combination of hot scenes in spring from multiple angles and the popularity of fashion bloggers, we will create a new product to launch a big K into the store to broadcast big events. In the end, the total GMV of Xiaohongshu station in the past three months exceeded 1000w, and the highest GMV in a single day exceeded 100 W.

W.Amber｜ | New Chinese Cheongsam

W.Amber focuses on the popular new Chinese trend, launches the cheongsam series, and takes advantage of multiple scenes to seize the style and mind; Accurately target potential people to make appointments before the live broadcast, and get through the whole link to help the business break out. In the end, the total GMV in Xiaohong Bookstore exceeded 310w, the highest GMV in a single day exceeded 27w, and the brand popularity increased by 70% from the previous month.

02 | Men’s Wear

HetingHome｜ | Men’s Spring Series

HetingHome captures the needs of men for changing seasons in spring, taking advantage of the new situation, and creating a one-stop guide for trendy men from dating to traveling; Through browsing and searching, the product notes can be reached at a touch, and the transformation of people wearing clothes in spring and changing seasons can be accelerated. During the new period in spring and summer, brand stores achieved a 34% increase in GMV and a 5+ increase in product ROI.

Lee｜ | Beauty Jeans

Lee accurately captures the pain points of women’s jeans in spring, steps on the trend of traveling in mid-spring, focuses on subdividing the figure, and deduces the cowboy’s one-button [beauty]; Adopt double-field fine operation, take advantage of the new season in Xiaohongshu, and help the single product to be new in spring. In the end, "Beauty Cowboy" jumped to the TOP list of brand cowboy series, and the search volume of "Beauty Cowboy" by Lee increased by 71% from the previous month.

03 underwear

Inside and outside | Swan Cup Bra

Grasp the demand points in the spring scene inside and outside, and design with a V-shaped curve, so that consumers can gracefully expose the swan neck and create a light Look； in spring; KOL is preferred to plant grass in advance, adopting F information flow +S search refined operation, accelerating consumption decision-making through commercial note components, and directly guiding commodity purchase. In the end, the "Swan Cup" single product was put into the self-closed-loop ROI of 2, and the sales volume of Xiaohongshu store increased by 777% year-on-year.

04 | Accessories

Ooak｜ | flowing gold series

Ooak captures the popular wearing scenes in spring and combines multiple topics to plant grass; Create a matrix buyer’s live broadcast, presenting a variety of spring and winter collocations; We will continue to expand our influence by creating a mode of high-point live broadcast by the manager and long-term daily store broadcast. In the end, the new GMV of new products increased by 1304% month-on-month, the reading volume of related notes of [ooak Golden Series] increased by +182%, and the popularity of brand search increased by 55% during the new period in spring.

Tender society｜Rosalie Series &Tensi Series

Tender society combines the hot trends in spring to anchor new boosters in spring; Through the cooperation of star live broadcast, interpret the sense of spring atmosphere; Multi-dimensional expansion of high-profile style crowd, accurate operation, to achieve a strong bond between new products and spring high-grade sense. In the end, GMV broke 60W in the last 10 days, "Rosalie series powder Fritillaria" was out of stock when it went on the market, and the reading volume of related notes of "Tensi series" increased by 246%.

Fakeme｜Bijou retro series

Fakeme has planted grass in a matrix through a variety of new products, which has wiped out the popular styles in spring; Linking everyone’s fashion week, leveraging the offline platform of Daren to achieve strong preheating of new products; Taking advantage of the new season of Xiaohongshu, the multi-touch explosion was realized with the cooperation of live broadcast of talents and live broadcast of shops. During the new harvest period in spring, the DGMV of the store broke 740w in March, and the search popularity of "Fakeme" soared by over 290% and that of "Fakeme bijou" soared by 1000%.

Bai Lan | Natural Morning Dew Necklace & Dawn Pearl Earline

Bai Lan strongly grasped the sense of spring atmosphere and launched a new series for pre-planting grass; Before the live broadcast, accurately target the potential crowd to make an appointment, and create a fashion blogger to enter the store to broadcast the big event for strong exposure. In the end, the DGMV of shops in the new season in spring broke 350w in March, the search popularity of "Bailan" soared by over 50%, and the reading volume of the new "Dawn & Morning Dew" series increased by 7400 times.

Sports outdoor

Nike｜Zenvy series

Nike teamed up with IP to show the soft beauty of women in multiple scenes and release the soft features of Zenvy series. Through "online matrix search layout+offline immersive appearance", the brand successfully seized the high-heat demand of 38 knots, showing the multiple softness of the product. In the end, the search volume of "Nike Zenvy" little red book increased by 9100% month-on-month, and the new product "Zenvy" topped the Nike brand search for the downstream word TOP1.

Li Ning | Rijin Doujin Series

Li Ning takes advantage of the New Year’s good fortune, permeates the life scene of the Spring Festival, creates big events and builds brand goodwill; At the same time, we adopt the strategy of crowd-intensive operation, and take advantage of the new year scene to grow a series of minds of "daily progress". In the end, the series was successfully pushed from the regular product line to the hot sale in the Spring Festival, achieving a 422% year-on-year increase in the popularity of Tmall’s "daily gold" search and a 36% increase in the penetration of brand new year interest groups.

Weflower | 2024 new flower shoes

WE FLOWER’s new products exclusively launch Little Red Books, which are fermented for a long time through private domain groups and promote sales point to point; Multi-quadrant matrix development, strengthening brand mind; Adopt the trilogy of scientific grass planting, reach the crowd continuously and accurately at multiple points, and realize the whole link opening. In the end, the small flower shoes were successfully harvested. In January, Xiaohongshu exclusively launched the whole store GMV100w, the brand number rose by nearly 5K, and the brand search increased by 65 times.

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