There Is No Need To Do Crazy Advertising To Build A Brand.

Small and medium-sized clothing brand enterprises should be cautious in advertising during the start-up period. Large scale garment enterprises should devote some advertisements to maintain their channel health and consolidate their feelings with consumers.

A senior advertising practitioner of clothing industry once told the author that the advertising and execution of his work were mostly carried out at the beginning of a brand establishment.

For example, a newly emerging brand that wants to expand the market needs to be invited to invest. For example, a brand that has just entered the market wants to tell the consumer audience what kind of brand it is.

At this time, often, branding is bold, passionate and spendthrift in advertising.

The advertising practitioner added with a deep voice: "however, after entering the market, there are very few brands that can continue to advertise."

At first, the author thinks that maybe the successful person is only a small part of the entrepreneurial community; or, the creative charm of an advertising practitioner can not impress a brand's continuous investment; or, the clothing brand enterprises are mostly private family management enterprises, and they are hard to invest in big advertisements in a big market economy.

But later, the author gradually found that this is not only a problem of clothing brand enterprises, but also in the fast moving consumer goods industry, the real estate industry and the automotive industry.

Is this one of the reasons why Chinese manufacturers can't get out of the confusion of "why China is strong and Chinese brands are weak"?

At least, this is the reason why the brand camp of China's clothing industry will have an overall reshuffle in 35 years.

In the 80s of last century, the American couple Al Chis and Laura Chis wrote a book called "public relations first advertising second".

The argument that "the era of making money with brand should be led by public relations instead of advertising behavior into the market" is mentioned in the book. It is only more than 20 years later that it was realized by Chinese brand enterprises.

However, it has to be said that there are several reasons for Chinese brand enterprises to understand and reach a preliminary consensus at the moment: first, because of China's large scale unsaturated market, so that more manufacturers can indulge in the pleasure of quick return of funds after the investment advertisements are launched. The second is that today's financial turmoil makes the cash flow of the market insufficient enough.

It has to be said that "public relations first, advertising second" is a viewpoint that reverses brand marketing.

But in fact, in the United States, 20 years ago, the marketing industry trend of thought led to more brand marketing new methods and means of implementation to rethink.

There is a classic quote in the book: "in Aesop's fables, there is such a small story: the wind and the sun have argued who is stronger than who.

They saw a traveler walking on the road, so they decided to compete to see who could let the traveler take off his coat.

The wind came first, but the stronger the wind, the traveler wrapped his coat tighter.

Then the sun came out and began to shine. Soon after, the traveler felt the heat of the sun, and he quickly took off his coat.

So the sun won.

Yes, in real life, advertising is like wind, and public relations are like the sun.

Advertisements talk about impact: the whole page ads, insert ads, colorful advertisements on magazines, the sudden jumps on TV, and the monologue of radio suddenly amplifying volume, in a crazy way, crazy behavior, as if using subtext to the consumer, "please don't pay attention to me, I am an advertisement."

Public relations are the sun.

You can't force the press to release information about you.

The release of information is in their hands. What you can do is smile and ensure that your company's publicity materials are available as much as possible.

That's right.

The more ads we want to force into our hearts, the harder it will be to achieve this goal.

Especially in the clothing industry, the reasons for people's consumption of clothing products mostly come from their own choice of the brand product style.

Sometimes, when potential consumers relax their vigilance, the wind will win.

It can be said that this phenomenon is not universal.

At one time, more American businesses were superstitious about the theory of "useless advertising." they used relatively low cost marketing strategies to open the door to the market, such as Amway Corp's word of mouth marketing, DELL's Internet direct selling...

"Creating a new brand requires expensive advertising costs."

Today many garment industry brand operators will say so.

In fact, this is not a threshold that can not be broken.

Economist Lang Xianping said: "on the brand, more appropriate, I can quote this sentence to describe" can solve problems with money, is not a big problem. "

If we look at the international famous brand marketing cases, we will find a problem - marketing is definitely not just advertising.

Advertising is an indispensable part of marketing.

In fact, Chinese clothing brand enterprises have reversed the time of advertising, which causes huge waste of capital, management cost and market cost.

However, it must be emphasized here that advertising is not useless even if the era of public relations is coming.

As Al Chis mentioned in his book, "advertising is not useless, but its role is not to create new brands."

Of course, in summary, it is only a reminder for the clothing brand operators.

There are two voices that are conveyed at the moment: first, small and medium-sized clothing brand enterprises should be cautious to advertise during the start-up period; secondly, of course, more importantly, in the face of competition shuffling, large-scale clothing enterprises should devote some advertisements to maintain their own channel health and consolidate their feelings with consumers.