抖音电商助力国货羽绒服“暖经济”升温

Core Insights - The "China Good Down" initiative has led to significant growth for domestic down jacket brands on e-commerce platforms, with overall brand sales increasing by 38% year-on-year and some brands experiencing up to 80% growth [1][2] Group 1: Event and Campaign Performance - The "China Good Down" campaign has generated approximately 7 million video views and over 2.7 billion topic exposures since its launch, with multiple trending topics reaching the top of Douyin's charts [1] - The campaign utilized AIGC technology to create a futuristic display stage for domestic down brands, with the creative topic "IfYouAnnoyMeIWillBecomeDown" achieving over 20 million exposures [2] - The campaign included a live broadcast event in Mohe, showcasing product performance in extreme cold, attracting over 20 million views and 830,000 unique viewers [3] Group 2: Brand and Community Engagement - Brands like Duck Duck, Bosideng, and Tambor have evolved from merely providing warmth to being recognized as aspirational lifestyle choices, leading to a surge in brand visibility and sales [1] - The initiative also involved charitable activities, raising over 300,000 yuan through various fundraising efforts and donating warmth packages valued at 100,000 yuan to local schools [3] - The campaign's content strategy effectively connected with users emotionally, with topics like "SuperChillDomesticDownJacket" and "DownJacketLetsMeExperienceSnowFreedom" trending on Douyin [5]