balabala ‘Endless dream’ Big Day event took place on 12th April.
balabala was the first full category Children’s clothing brand to join forces with Tmall for a Big Day achieving sales of US$26.9 million over the 3-day event 9th -12th April, US$5.7 million of which was taken in a single day on Tmall. The result was beyond any expectations.
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Activities took place across its 4,000+ stores on the Chinese Mainland and Hong Kong as well as on its official Tmall official store and live broadcast platforms.
The highlight of the event was a super fashion show in conjunction with Shanghai Fashion week entitled “Endless Dream” in line with the company’s ideology of inspiring children to explore their infinite dreams. The super show took place in the Shanghai Children’s Art Theatre on 9th April, making perfect use of the circular structure of the building to transform the four-story theater of more than 10,000 square meters into a childlike dream planet.
During the event, balabala launched three joint IP series with China Mars Exploration, Suzhou Museum and renowned designer Jason Wu. Over 60 unique designs were inspired by history and travel across the universe through time and space to experience the ‘endless dream’ The event was attended by many celebrities, and Jason Wu recorded a video to express the design concept in person.
The success of the Big Brand Day was driven by balabala’s strategic omnichannel approach. Influenced by the epidemic, balabala quickly responded by strengthening the coordinated development of e-commerce platforms, accelerating O2O omnichannel integration and building a new retail model that enhances consumer reach across the region while maintaining sales growth momentum. The endless dreams super show and related content attracted over 1.2 billion views on ‘Weibo’ China’s number 1 social media platform.
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