After The Brand Takes Off, It Needs More "Landing".

I noticed that during the 2002 World Cup, I was the brand manager of an electrical appliance company in the north.

Although the seven card ads caused many controversies for various reasons at the time, there was an advertisement slogan, "seven cards, compared to men's clothing in the world", which really made the author appreciate the national pride contained in it and the ambition and hegemony of Qipai's going to the world.

Of course, the author also has a deep impression on Qipai, which is quite a national flavor of men's clothing brand.

Seven card terminal, no iron shoes.

At the beginning of 2004, on the way to Beijing, I saw the advertisement of Qipai in an Oriental aviation magazine.

I prefer to wear Chinese tunic suits, but it is quite unusual for Chinese tunic suits to be seen. Jet Li, a Chinese tunic suit in the advertisement, is very capable. I suddenly felt good about the Chinese style of Qipai and "never forget".

When I got off the plane, I also asked a stewardess to ask for a magazine to facilitate the purchase.

After returning to the company, I have always been thinking about buying a seven brand Chinese tunic suit, or "Chinese standing collar".

So, I landed on the website of Qipai company, but I didn't find the store address or agent information in XXX province.

At the same time, I made several calls according to the telephone numbers provided by me, but not only why they failed to get through.

So, I asked some friends and friends about the address or address of the shop. Unfortunately, they didn't know that although they all knew the brand name of "Qipai".

However, because of the "pure love" of the set of Qipai Zhongshan suit, I still squeezed out to visit several famous commercial buildings, but failed.

After another half a year's time, a colleague told me that there was a Qipai men's clothing in the XX Road clothing city. I answered her in an almost excited tone and said, "buy a set this weekend."

So, on the weekend, with great hope, my colleagues and I came to the "Qipai shop" of the clothing city. We did not expect that the shop was actually a marketing center of Qipai.

Unexpectedly, a middle-aged man in the marketing center told me: "seven cards have no special stores in the city, there are no special counters, and there are stores in the suburbs."

I suddenly felt a chill: without perfect terminal construction, the strategic promotion steps of "seven images", "first image, then market and profit" can only be a blank.

Moreover, in the face of consumers' initiative to find the "buying passion", it is such an attitude. After all, the target consumers have the ultimate and most critical power to judge the brand.

Within 200 meters, two red dragonflies are flying.

Then I thought of a famous leather shoe brand, the red dragonfly, because it opened two stores in the same road on the same road, and the distance between the two was less than 200 meters.

So every time I pass these two stores, I am thinking the same question: what is wrong with the red dragonfly?

Why do we have two identical stores on the same road?

Is the cost of such a landing too high?

Unfortunately, every time I can't understand the profound aspect of it.

Occasionally, I would guess that if the two extremes of Qipai and red dragonfly can sit together and exchange and share the experience of building sales terminals, the two will benefit greatly.

However, this is just a kind of imagination.

Nearly a year later, the Red Dragonfly stores on both sides of the road are still "safe and sound".

The warning of "Zhongyu Telecom"

"Advertisements are everywhere, and terminals are nowhere to be found."

This is not only the "patent" of Qipai.

Zhongyu Telecom and Hai Lan's home have certain reference significance to some extent.

In 2003, Zhongguo Telecom spent a lot of money on advertising in the prime time of CCTV. "Buying mobile phones to central China", but the speed of Zhongguo Telecom's opening up on the ground was far behind. Its final result was to leave a laughing stock and a warning that could not be given. After more than a year, Zhongguo Telecom's TV advertising had disappeared, and its store in the national market failed to achieve its original ambition.

Hai Lan's home, as an enterprise that runs high-end men's clothing, is sponsoring CCTV's two set of dialogues, which is aimed at "successful business men".

But it is puzzling that after many years of advertising, there are still many places where Hai Lan's exclusive shop is still unseen.

Compared with the successful clothing brand of YOUNGOR, YOUNGOR has basically done it: whoever has the image spokesperson of YOUNGOR, there must be YOUNGOR advertising; if there is YOUNGOR advertising agency, there must be a YOUNGOR franchise store.

At this point, the author can not help but ask: will the future of Qipai be like YOUNGOR? - "landing successfully", "healthy growth", or "Zhongguo Telecom"?

After the brand takes off, it needs more "landing".

Qipai said in its brand promotion, the design concept of Qipai men's clothing is rooted in 5000 years of excellent Chinese traditional culture, with high quality and excellent workmanship. It incorporated into the twenty-first Century fashion elements in the innovative products such as Chinese collar, Tang button, embroidery and so on. It realized the perfect fusion of the essence of Chinese traditional culture and its professional and quality, and gradually formed self-confidence, self-discipline and self strengthening men's clothing brand personality. It also had to make the first men's clothing brand in China and create the Chinese fashion of shoulder to shoulder.

This can be seen from its vigorous promotion of the "Chinese collar".

In 2004, Qipai took a lot of thought and invested a lot in the marketing of the "Chinese collar". For example, in May, 22 held a "big meet" in the Fujian Provincial Gymnasium. "On the eve of the party, we presented the" Chinese collar "series of costumes to the people as the party dress. In June 27th, we held 10000 people Taijiquan performance in Beijing China Millennium Monument, which made the seven cards more famous in brand awareness and reputation.

There have been doubts about the market prospect of the "Chinese collar" clothing market, but for this reason, the top leaders of Qipai have been quite optimistic. In the short term, the "Chinese collar" can grasp two opportunities. First, it has been attracted by celebrities such as Zhang Jizhong and Li Zijian. The oil painting master Li Zijian has tailored a set of Chinese collar suits for the honours ceremony held by the Swiss king. Secondly, the October wedding market, Chinese collar suits will be promising. In the long run, with the rapid development of the national economy, the public will naturally put more devotion and enthusiasm to the national costume industry. At that time, the development of the national brand will have a better soil and climate.

All these show consumers the brand positioning and brand style of Qipai, and I appreciate this. At the same time, I also agree with the top leaders of seven cards to predict the market prospect of "Chinese collar" series clothing, though there are more or less hype marks.

However, with the products with good market prospects and the brand recognized by the target consumers, it is necessary to provide convenience for the target consumer groups to buy products, otherwise everything will be lost.

It is worth mentioning that Qipai men's wear has been shaping brands since 90s, such as sponsorship sports, CCTV advertising and so on.

Moreover, after 2002, the annual advertising cost of Qipai reached hundreds of millions of dollars, but in the past several years, the huge amount of investment has been replaced by the three line brand which takes part of the two or three line market share. The brand value is far lower than that of YOUNGOR and Shanshan.

I can not make a false assertion about its reasons, but from its disregard of the city center shopping center and the establishment of exclusive stores in the suburbs, and even contrary to the brand positioning strategy, we can not understand why the seven cards still occupy only part of the two or three line market share.

The most basic 4P theory in marketing can be said as long as people who have studied marketing know, but why does Qipai show obvious deficiencies or even errors in the "P" of "Place"?

This can not but arouse the serious reflection of top leaders of seven cards.

Improving terminal construction is the only way for mass consumer goods. We hope that Qipai can seriously consider the success and failure of its brand, attach importance to and do well in terminal construction, and let the "soaring" brand in the sky "land" at an early date.

Finally, I wish the "soaring" brand in the air "landing" successfully.