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"World Dragging King" Baofeng's Civil War Brand Strategy

2009/1/7 0:00:00 104

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stay

financial market

a slice

Sluggish

At the same time, it has credibility and integrity in the Asian capital market.

international capital

Hongkong CITIC Capital has made an amazing move: to spend hundreds of millions of dollars to boost the operation of Baofeng's "Bao Ren" brand and the overall layout of the domestic market.

On the occasion of many orders and shrinking of enterprises, Baofeng, Quanzhou, January 5th

Footwear industry

Limited companies have announced in a high profile: create the "shoe industry's third pole" and become China.

Slipper

The first brand.

How big is the industry space of a pair of small slippers in China?

"At least 5 billion!"

Quanzhou Baofeng shoes industry Co., Ltd. President Chen Qingwei said.

Strong support from CITIC alliances

"World"

Dragging King

"From the United States to China, the operation of its brand and the overall layout of its domestic market will require strong backing from the capital.

"Therefore, when we decide to enter the domestic market, we begin to seek the support of capital strength."

Zheng Liuhe, chairman of Baofeng shoe industry, said that they hope investors not only have rich experience in capital market, strong financial strength, but also have rich experience in domestic and international market operation management.

On the one hand, Baofeng is cautious about investors' choice. On the other hand, most overseas investors do not understand the slippers industry.

financial crisis

Baofeng's step is much more difficult.

"Finally, in the face of Baofeng's strength, we firmly resolved the marriage with Baofeng."

CITIC Capital related responsible person said that CITIC Capital's investment in Baofeng footwear industry is a decision made after in-depth study in all aspects. The operation experience of Baofeng international market for many years and the production scale of the largest footwear industry in Asia are all confident that CITIC is full of confidence in this investment.

The official admitted that, despite the financial turmoil, many international investment banks and funds have been investing in a large scale, but CITIC Capital's investment strategy focusing on common development has made them maintain a strong investment business development, especially in the domestic market.

For them, the current downturn in the capital market is rather an opportunity. Although they will be more prudent in investment behavior, CITIC values the long-term development prospects of enterprises.

Therefore, they will still invest heavily in promising and promising enterprises.

After the successful alliance with Baofeng and a strategic partnership, they injected hundreds of millions of yuan into Baofeng to help their domestic brand operation and market promotion.

We hope to achieve win-win results through this marriage.

Integration of Chinese and Western elements in design brand

If we say that the most direct benefit brought by the association with CITIC is "financial security", then "its indirect advantage is to introduce a lot of good resources for our brand operation."

Chen Qingwei said that this enterprise and the "fashion magazine Queen" and "Ruili" cooperate to carry out the brand operation, thanks to the marriage with CITIC.

Chen Qingwei introduced that, unlike pure advertising, they had two great ideas in cooperation with Ruili. First, through the new media of Ruili, we launched the National Maritime selection campaign, which I want my beauty - Swiss girl to become the spokesperson of the "treasure slippers". In addition, the B2B business, which is the first fashion magazine of China, "Ruili" and its Ruili Women's network, will be developed in addition to online trading and product display. It will also be closely integrated with customers through e-commerce platform and provide better services to customers through the rapid response of the network.

In addition to "Ruili", the "treasure man" brand will also strongly rely on the international designers elite League to promote.

According to JIMMY, the alliance designer, the alliance has gathered 4 million designers in the world. In China, over 1 million 200 thousand of designers and professionals are their members. They mainly disseminate the world's most fashionable design concepts and products through websites and electronic magazines.

Chen Qingwei said that this cooperation, mainly through the designer elite alliance platform, invited global designers to carry out slippers design competition.

Finally, enterprises will choose the winning design style for production.

Implantable communication promotion brand

In pushing the domestic market, in addition to inviting Li Xiaolu as a brand spokesperson and launching a mass advertising campaign on CCTV and satellite TV, Baofeng also introduced an implantable channel of communication.

According to Chen Qingwei, the new dramas, which are soon to be broadcast or are being filmed, will be displayed in a large number of the brand new product of the treasure house. Among them, Baofeng is directly involved in the creation of the script of "home ownership husband". The female two in the play is the store owner of the treasure store. The show will display many times the treasure store's image and brand LOGO. In addition, all the women's shoes and back bags in the play are all Baofeng.

"In March of this year, the film will be filmed and will be broadcast in 5 satellite TV stations and 10 local stations in August."

"These multi pronged brand promotion programs, we commissioned a third party - Shanghai Kener planning marketing agencies to carry out evaluation and implementation of feedback, so that professional checks, targeted.

Chen Qingwei said, through brand operation, 2009 will dominate the Chinese market, and bring the traditional slippers products into the fashionable fashion slippers.

Editor: vivi