2026 Spring Campaign & Multi-Channel Growth Strategy

Project Overview: 2026 DTC Growth & Spring Campaign Strategy
Led a strategic pivot for a DTC fashion brand, shifting core sales from sleepwear to high-value women’s apparel. The project utilized data-driven modeling to maintain revenue stability and increase Average Order Value (AOV) during a site-wide "no-discount" implementation .

Key Execution: Data-Driven Scaling & Omnichannel Optimization
。Pricing & SKU Management: Implemented a no-discount strategy in February, successfully reversing historical AOV declines. Managed product lifecycles where 5 top SKUs drove 50% of new arrival sales.
。Full-Funnel Media Mix:
SEM (40%): Captured high-intent traffic with an ROI of 6.1. KOL (40%): Primary engine for awareness and conversion with a 2.79 ROI.
SNS (20%): Leveraged for retargeting and secondary exposure of brand assets.

Results & Impact: Profitability & Conversion
。Breakthrough Financial Success: Achieved profitability by Month 3 (March) with a 38.12% gross margin.
。Conversion Peak: On-site optimizations drove CVR to 1.69% in April (projected 1.75% for May).
。AOV Stability: Successfully increased AOV starting in February, proving brand resilience without relying on promotions.
。Operational Efficiency: Drastically reduced logistics costs from 14.8% to 1.7% by April.