Please celebrity endorsement advertising, put in CCTV, this form of the birth of a long history in China, almost 10 years, such as the apparel industry, was first started from gucci bags Wenzhou, then extends to Fujian, and then extended to more low-end Changshu, etc. Garment Market. This trend in itself there quick success, speculation and hype-type scene.
We all know that a strong brand should be the brand with the brand of intensive operation of the rough-type hype, the crude wild-type speculation such as Mr. Ye, more intensive the operation is the joint such as the five companies, to help companies make a systematic construction, more more in the long term development, sustainable gucci bags development. Fujian enterprise is the birthplace of our national sports brand, is a main battlefield in China in addition to Li Ning, NIKE, Adidas that a certain brand of social accumulation outside, like Anta, special steps, 361, Erke, Dell and other benefits are in Fujian.
One single way to promote.
Star + advertising this phenomenon with a simple straightforward to understand the international brands are caused by misunderstanding the relationship between the movement of domestic brands more foreign brands, please see the advertising spokesmen, they catch up, but the domestic brands only to see foreign Brand’s crude wild-type hype, not research intensive operation of the foreign brands. Is relatively quick success of the fast speculation, but to ensure their long-term development or intensification of the operation. Star Advertising, this phenomenon is not only sports brand in Fujian, there are so many brands in Fujian, such as Lee Lang, seven wolves. This is not wrong, but way too single. This is just an all promotional means.
Second, the terminal is the best advertising.
On the promotion, talking about advertising, like many people say that the best advertising is the end. If all of the people today are no longer advertise, then we can do bold advertising, but there are omnipresent advertising, please voice, then we do not Nenggen advertising other people have the difference, and today’s customers When the process of consumption or in the atmosphere of the terminal to see you, will sell, display, service, and that is our visual marketing, the terminal is our best advertising, advertising can achieve our end terminal block.
Third, advertising needs differentiation.
Differentiation methods There are many conventional forms of difference, such as sports product content differentiation, the spirit of the brand differentiation. Ads currently on the market nothing more than, say basketball, about sports, about winning, about hard work, we should go about sports, sports clothes in the end belongs to which category, is not only should show the spirit of sport?
Today, sport is no longer just talk to with the social development, consumer demand for something to do, I wear a sports and leisure, I wear fashion movement, not only spiritual, but also reflects the fashion side, reflects the casual side, reflects the brand highlights personality side. Fujian classification do not know the brand of clothing, brand positioning their positioning in the consumers only positioning, price positioning, promotional positioning, channel positioning, but these are very difficult to differentiate, gucci bags the most critical product positioning is a fundamental difference of . But you let the owner of the brand in Fujian what the movement attributed to Zodiac, it is difficult to say they understand. Where should the location of sports? We talk about clothing is divided into four Forum, the first is the dress, this ratio is small, in a foreign country accounted for 2% more, but no matter how many features it represents the product attributes, it is the party, PARTY, or the use of marriage clothes. The second is being installed, such as suits, ties, shirts with this set, is a relatively formal occasions, suits used in the business negotiation, professional forums. The third is business casual, wearing time on Mondays to Friday, where business casual has shown a new face, have a business function, but also highlights the brand personality, and some prominent people-oriented, and some prominent fashion sense. The fourth is the weekends, we go back and do the weekend? We will do sports, outdoors, bars, shopping, there is the home. When at home, home casual wear is fashion, whether it is domestic service, or pajamas, are these. Bars, shopping, PARTY, wearing a small dress or casual fashion clothes, VEROMODA, ONLY are these. Outdoors, divided into professional and stylish outdoor recreation outdoors. Sports and leisure, are divided into professional sports and fashion campaigns. Stresses sportsmanship in professional sports where more stressed, because professional sports is more respect for the spirit. To sports and leisure fashion would become the “Pan” spirit “Pan” movement, for example, I buy clothes, not only to tennis to basketball, also need to fashion a number. In these areas of expertise, professional sports brand to do, and do not do the mass of ordinary people, then in the professional research, professional make running shoes, basketball shoes and so on. This accounts for only 10-20% of the professional market, has only a professional scale, but more time to embody the spirit of fashion, leisure spirit and highlight the individuality of the spirit, which was reflected in the casual fashion. I can get my exercise as an element of delay to start, for example, Burberry’s RED LABEL, like we usually see Adidas, NIKE, PUMA, KAPPA, etc. is not a feeling, it is a feeling of movement inside, but can wear to work; such as we speak zegan sport series, for tennis, sailing, basketball, golf, etc.; also boss of the green label, is movement; Li Ning the E7 series, PRADA also have a campaign feel, Y-3, etc., these brands with our understanding of movement and exercise before the not the same thing. Adidas each year, each quarter will do joint marketing or interactive marketing, will, and some big-name designers, or a brand or a doll, or an artists, to introduce a concept, it is more fashion brands , Innovation, more electronic, technology and abstract.
We can also movement in the fashion element into the state, many regard the countries of foreign elements into use, the use of the color in, such as the British flag, the French flag, the Russian flag applied to clothing, the only years in professional sports, but also can be used to fashion in sports and leisure, became a symbol, China needs such a brand, such as Li Ning should launch such a series of years, can represent the banner of fashion sports brand, but the concept of brand is not only professional, it is very stylish, a bit like GUCCI recently introduced red and green series, as the Italian flag is red and green, you can learn the concept of fashion to launch such a series in China, such as Li Ning, Anta, special steps that can be launched series. There are many points of fashion sport can get into, I just start a discussion about some of the problems, you can also cooperate with the fashion brand, fashion, celebrities cooperation, as we know, Y-3, is a professional brand Adidas collaboration with fashion designer Yamamoto. Korean brand EXR, is to a certain movement in a sport, such as motor sports, to become more fashionable. So dig out the brand is so, our brands must be systemic to treat. We often learn of domestic brands of foreign brands fur and shell, the basic meaning and essence do not show it, China’s brand is the long-term, fundamentally rooted in their own brand to their own individual culture, no culture of corporate personality is not going long, Chinese brands are often doing very, very long, but do little.
Fourth, brand personality and cultural.
Brands have to make clear personality, personality is not a point, a picture, an advertisement film, a slogan, our brand wants to go long, we must establish its own brand personality system, the system can be understood by consumers, but also more personality value chain, the consumer in contact with your brand, not only through a picture, a light box, a sports picture, a slogan, more through the end of your performance, such as door handles, windows, models, pictures, store products, product mix, the relationship between the overall shop atmosphere, lighting, materials, services, websites, conferences, ordering, feel this is a comprehensive process, the process eventually feel the need to wear clothing with a line to, This thread is the invisible brand value chain, this chain through the root of all the tangible and intangible object, picked up years later, there is nothing to fall off, which shows that our brand personality into the chain, then you can build with a picture to show it, you can use actions to show it. Character chain is the Chinese brand in the future if things continue to go to work, individual chain will form a brand personality insists Over time, it generated with the popular new theme, our popular air personality with dynamic gene, dynamic gene equals activation of the personality of static gene, resulting in new themes, themes presented in each quarter of the time, there must be change and change elements, like LV, as the same is the brand’s personality Over time, over 500 years the same , change is popular, to boot, with the consumer, so this is from the individual chain and value chain to understand, if graphically represented, individual chain is that it is horizontal, the vertical axis is our brand, many companies do corporate culture strategy, but strategy and culture, and the terminal too far away, we want the corporate culture from the inside out, here means not only a question of promotion is the promotion of 360-degree hybrid cultural forms, from business to terminal, from corporate strategy to end the brand culture to culture, the culture is not only light brand, even went to the root of a relationship between corporate culture, corporate culture and brand culture, so there is a cross-cutting value chain, which involves the company’s central point is brand positioning, brand core values of the brand culture, brand culture and corporate culture is related, corporate culture and business strategy is associated. In addition to the brand part of the core group of consumers inside 5P, price, promotion, channels outside the core is the product positioning, product positioning in further divided into attributes and personality. Such as speaking the same movement, Lacoste talk tennis, tennis attachment also speak to this level or attribute, that is sex? Lacoste is a French brand, is elegant, attached to the American campus culture, is a teddy bear, a red and blue. Is also tennis, the release is a completely different point of view, this is culture. Product attributes and individual personality which personality is the cultural level. Chinese companies do not yet know the brand of system, that is what we talk about personality positioning systems, product promotion system, say there is a bigger brand culture systems, strategic systems, our business in the whole framework, what my mind is scattered only grasp bits and pieces of some, can not look at the whole brand promotion, brand, culture and future development, and we used this systematic approach, so that every business can find their place, their own position, so that enterprises are The precipitation and accumulation of culture, and constantly precipitation and accumulation system.
On the bayou
France 5 Joint fashion brand planning agency [FIVE FRANCE FASHION SERVICES UNION] designated in China China’s planning director; FIT [FASHION TECHNOLOGY INSTITUTE OF FANCE] French Fashion Industry School of the Chinese representative of the VMP system of intensive training; is Europe’s largest, the world’s first four major advertising and public relations company PANAMA fashion industry to guide and promote the people in China.
Worked TRUSSARDI, ESPRIT, Italian Valentino, HUGO BOSS, Italy GIORGIO ARMANI, Edenbo, Pierre • Cardin, good news birds, love, and foreign clothing companies such as Zhuang Ji has provided excellent solutions.
About five joint
Five co-founded in France in 1985, “five joint agency” is the only professional French fashion brand dedicated to the overall planning of the institution, when the European elite CPP Investment and Co-operation between the planning agency company, is a standardized operation of international fashion brand VMP system The only import qualified enterprises. Europe’s leading business institutions of higher ISC French Institute has thousands of traders and innovative thinking of talented professionals to help the “five joint” has a strong expertise in the theory and practice of human resource structure played an important supporting role. Five Joint (China) Company has been serving the Chinese fashion industry nearly ten years, we consistently upgrade for Chinese customers to work, some enterprises from the “project-based cooperation” instead gucci bags promoted to “consultants based cooperation”, which is customer recognized the results of our trust!
