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PUMA Network Market Development Of Garment Industry Round Table Dialogue

2008/11/28 10:49:00 22

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PUMA China Network Marketing Manager Luo Kai, director of online games media strategy Huang Yuhan, Chen Shangquan, vice president of Yidong media, Lining group digital marketing manager Hu Bin participated in the round table dialogue of garment industry.

Hu Yanping, director of DCCI Internet data center, chaired.

以下為圓桌對話實錄。

Hu Yanping: Good afternoon, everyone. I am very glad to be the chair of the interactive session.

When I just received the host's task, I also felt a little strange, because the clothing was a topic which was less concerned in the past from the different marketing angles of the Internet.

Today, when I arrived at the scene, I felt that this link might be the most dynamic among all the links. The elements of the 2008 Olympic Games, including those of Lining and Nike, were present.

In 2008, it was a very turbulent case for them, which triggered waves of marketing.

Let me introduce the guests briefly, first of all, let me introduce myself.

Ladies and gentlemen, I introduced myself. When I accepted the task, I felt that the organizers hoped that today's conference could have a good impact on the information exchange between the market in 2008 and the market in 2009, and also focus on the input of the market, the investment in the sales and marketing, and the consideration of the cost budget and choice in the marketing department.

Following this train of thought, I would like to say that in the beginning of the topic, in 2008, you saw the marketing of sports related consumer goods, and every brand has invested heavily, including Olympic sponsors and non Olympic sponsors.

Let me recall briefly from your own point of view how much the different brands in 2008 have invested in this aspect compared with 2007.

Rokai: my time to join Puma is not very long. We are all concerned about it. Actually, we know that Puma has been advertised before this year. There are many elements.

We used to take the dealer's route until this year.

Although we are not official partners for the Olympic Games, we are also part of the big family.

With all the Puma users before, this year is the most painstaking and more intensive year. We will continue to bring a lot of things to you in the coming time, and I hope you will continue to pay attention to it.

Hu Bin: Lining's application to the whole Internet started in 2005, but along with the development of the whole Internet, along with the continuous improvement of the Lining brand in digital marketing, in 2008, Lining's investment in marketing is very large. We can see that the platform of e-business is developing constantly.

The entire digital marketing system from traditional advertising to interactive activities to community building, etc., began in 2008 as a whole.

Chen Shangquan: 2008 is the Olympic year, but I think it is the beginning year of sports. By 2009, the National Games will be further promoted.

Sport itself is an interactive process. It is almost impossible for sports to interact with others.

Therefore, in sports industry and clothing industry, adding sports to say marketing, such an opportunity is more appropriate, we provide many brands to provide a lot of marketing services.

Hu Yanping: I looked at the advertising situation in 2008 from the perspective of the media. In 2008, because of the Olympic Games, many Olympic advertisements came out.

In fact, most of them are televisions, websites, advertisements and new media.

But one characteristic is that its advertising is hard to play its own brand, so Puma is very careful and has chosen some places to pay more attention, like mobile phones.

The funds invested are relatively small, and the result is good.

So the launch strategy was good in 2008.

Host Hu Yanping: when we saw what media and related brands were marketing, they were very, very interesting.

For example, Taobao can say that the whole line of Lining's network, including other channels, is linked by Taobao's ties, including the conversation between mobile phone part and Nike.

As far as a separate case is concerned, we want to know what happened in 2008. How did we evaluate the past gains from different brands and their achievements through the work of one year in 2009? Which is more significant in the two aspects of brand growth and sales growth?

Hu Bin: we Lining brand's definition of Internet and digital marketing. We will divide digital marketing into three applications.

The first aspect is tradition, such as advertising or cooperation with content.

On the other hand, we feel that this value is in the user's virtual experience, the cultivation of user loyalty, or the user's feedback on the whole product and the promotion and improvement of the product itself.

From this point of view, Lining has also established a very large community, which is doing word of mouth marketing.

The third level is a very important aspect. We have learned a lot of practice and success.

We started to do e-commerce very vigorously last year. I don't have a very strong say.

Therefore, the brand from simple digital marketing as a media value, or as a media marketing system and the value of customer experience, from sales to management of these values can gradually play out.

From this level, Lining has different thoughts, especially in terms of electronic commerce.