Experts Comment On 2007 Clothing Marketing News Events

In many news events, because marketing events can best reflect entrepreneurs' wisdom, display the brand game skills and reflect the comprehensive strength of enterprises, as the authoritative media of the clothing and apparel industry, this newspaper will focus on the marketing events in the clothing industry in 2007, and launch the "ten major events of marketing news events in 2007".

30 marketing news events in 2007 were selected as alternative events.

Through expert evaluation and readers' voting, 10 articles were selected from 30 alternative news items as the ten major marketing news events of the 2007 apparel industry.

Li Kailuo, an expert in this field, comments on the alternatives.

1, Li Lifang launched a patent experience tour, a national tour to promote experience marketing.

Comment: this incident has made a dress act which was secretly carried out in a boudoir, and turned into a public experience under the public culture of popularizing "science and technology wearing culture".

It is not difficult to do the experience of underwear, but it is difficult to do it in a big way.

2 admiration, full name sponsorship 2007 China underwear model competition

Commented: product launches have changed the form of individual behavior of an enterprise to the public behavior of the society. From the model clothing display product to the clothing display model, the relationship between the subject and object has undergone a subversive change.

Whether it's a draft or a release, whether it's a product or a model, it has always been complementary to each other from the perspective of eyeball.

3 Anta fully aligned NBA rockets to stabilize the market on many sides

Comment: in fact, for the sake of internationalization and further enhancing brand image, domestic sports brand signing NBA star has become a common practice.

From the official data of NBA, the number of NBA fans in the Chinese market is over 100 million. Among them, the Rockets with Yao Ming are the most concerned. The international operation of Anta's comprehensive alliance rocket can obviously combine the international resources with the domestic market to achieve the effect of "flowering outside the tree wall".

4 good news bird investment 80 million yuan to build direct sales website

Comment: with the demonstration effect brought by PPG, many domestic clothing enterprises have been put into this camp. Even the Spanish brand ZARA, known as the brand killer, has launched the online shopping process quickly. Therefore, we have every reason to believe that the fashion industry Mcglaughlin (mail order) mode is emerging.

The BONO of the news bird group adopts the interpersonal marketing mode.

Professional clothing is faced with enterprise customers, in the current Chinese environment, this is still a relationship based sales behavior, a lot of dependence on human connections.

5 talented people start the national large garment interactive training activities

Comments: it can be seen that the arrival of the capital era has made the competition and development of garment enterprises diversified and dramatize.

Some people are crazy about mergers and acquisitions, and some people are borrowing money from their own hands; others are raising funds in the stock market and big stores; others are still relying on traditional deep ploughing and expanding channels.

Genius is the last one.

6 Erdos and two fashion week formed a strategic alliance, the flagship "fashion card".

Comment: several fashion cards have been knocked down. Ordos is more like a bold and unrestrained beauty.

The cooperation between the two fashion week and Ordos is actually the integration of both resources and industry status.

For Ordos, after all, it is better to fight alone than to fight against the old people.

7 the French school took the ten year celebration to take the international operation route.

Commented: the French school, in its 10th anniversary celebration, joined hands with the United Nations Children's charitable foundation to implement the global charitable scheme, which is a fairly good case of cause marketing.

Good cause marketing is actually a new marketing of social marketing. The combination of enterprises and non-profit organizations contributes to the sales of products and the social image of enterprises by giving donations to the related businesses through concerns about social problems and public welfare undertakings.

8 Heng Yuan Xiang plans "Olympic dress" series activities to launch Olympic marketing.

Comment: Heng Yuan Xiang's Olympic marketing is actually a time-honored Olympic new song.

Heng Yuan Xiang has been a strong sponsor of China's football career since the resumption of the Chinese football match in 1994. He once claimed to deal with sports marketing by "alternative tactics outside the routine".

From today's "Olympic dress" series activities, it can be seen clearly that Heng Yuan Xiang is not satisfied with himself but is positioned in the Olympic sponsorship and wants to use the "alternative approach" again.

9 ITAT group and Pepsi shared marketing network for cross industry strategic cooperation.

Comment: coke and clothing seem to have nothing to do with it, but Pepsi Cola is obviously touched by the story of ITAT: ITAT has 20 million members, PepsiCo Inc offers coke free of charge and its membership is growing. When reaching 50 million members, 50 million people drink Pepsi Cola, PepsiCo Inc only needs to provide drinks, so they can attack competitors and occupy more market share.

10 gefon re appeared in Paris fashion week business operation internationalization

Commented: going abroad must melt in, melt in is the development direction, the Chinese brand "goes out" the development direction is "localization".

The purpose of fashion publishing is not simply to show. It is important to push the brand and products to the market. If there is no circulation channel, a good brand is just a mere empty talk.

The place where Ji Fen deserves to be approved and learned is that in order to achieve localized operation of brand abroad, he has poured considerable energy into learning foreign operation methods.

11 Golden Lake join hands in the Olympic gold medal competition in the city fitness competition.

Commented: in 2008, China was in a sports era full of flowers.

The "sports marketing", which is based on the Olympic participation system as the main material resource, "the Chinese people's own Olympic Games" and the real specific scenes as the main material resources, constitutes the 2008 largest axis of the two enterprises.

Golden Lake joined hands with the city fitness long-distance race precisely to coincide with these two spindles.

It can be said that through the "long-distance race" - the traditional element that has long existed in the national fitness campaign, it has invented another way in the current non Olympic sponsoring units.

12 Kappa hand in hand Dongfeng Citroen to implement cross boundary marketing

Comments: cross domain brand cooperation is very popular abroad, such as BMW and baozi clothing cooperation "BMW life" clothing series.

In China, the "cross-border marketing" of brand cooperation is rare.

Judging from the present effect, Dongfeng Citroen and Kappa belong to two different fields of automobile and clothing, but there is a great deal of commonality between the two brands' cultural connotations and target consumers. Cooperation will have a very good prospect.

13 "CABBEEN" unveiled in New York fashion week to explore the international market in a high-profile Chinese style.

Comment: the fashion stage in New York is different from Milan, Paris and London. Its show is practical, whether it is made of clothes or evening wear, and it can be worn out immediately after it is bought.

CABBEEN has many followers in China, Japan and Southeast Asia with its bold, disruptive design and exquisite workmanship.

In 2005, CABBEEN brand was discovered by international buyers and invited to settle in New York. After that, a luxury store was opened in Manhattan, New York. The alternative idea of integrating traditional Chinese culture was favored by New York consumers and quickly entered the mainstream fashion circle of the United States.

14 Kangnai world's first "limited edition" women's shoes advocate the concept of "rare".

Comments: in 2007, Kangnai won the first prize in the Chinese management field, the national quality award.

The national quality award, like the American Baldrige prize, is awarded only to outstanding enterprises with outstanding performance.

The selection procedure of the national quality award is also more complicated than the examination of the listing of enterprises.

From this point of view, Kangnai is indeed qualified to launch the concept of "rare".

15, dragon flying starts "love campus activities" and focuses on youths.

Comment: This is another typical case of social marketing.

Obviously, long Da Fei is the core consumer group positioned in the university students and launched a series of "love campus activities."

Social marketing always brings media and public attention and reputation, and the cost is not too high.

16 Milan Fashion Week

Comment: Lee Lang brand and designer Wen Bo are not only the first Chinese brands and designers to publish on this top stage, but also the first Asian brand.

It can be said that the appearance of Lang Bo is the march of the Chinese design community to the world's fashion industry, and is the first time that Chinese brands have been in the same position as international brands and gradually integrated into the world stage.

17 Li Ning Co launched the Olympic strategy with "hero" as its theme.

Comments: Lining's Olympic strategy with the theme of "hero" is smooth, orderly and permeate with a ruthless hero.

The three measures are force, impact, appeal and influence to catch up with emotional marketing, memory marketing and cause based marketing.

The 18 exception is designer Ma, who will bring "useless" to Paris fashion week to explore the international market.

Comment: some people say that the difference between an artist and a designer is that an artist turns material into spirit, while a designer turns spiritual inspiration into real material.

Customer choice is the ultimate path to successful design.

Although the originality of the design is very important, the Chinese brand still has a long journey from purely cultural exchanges to genuine trade and order taking.

Exception designer Marco's appearance in Paris fashion week is a trial.

19 Ma Ni Ni launched department stores and apparel business negotiation activities to develop high-end market.

Comment: compared with some national department store forum and high-end industry summit, the word forum seems to be a bit obscure.

But it has made the department store and clothing brand CEO joint meeting and social networking form, with the help of the power of the media, make the department store and clothing exchanges highlight, let the department store know more about the advantages and characteristics of the clothing brand.

20 Metersbonwe launched the concept of "consumer experience + cultural experience" with its super flagship store.

Comment: the struggle of nature, the war of mankind and the law of the struggle for wealth follow a view of "rule by the great".

Because all creatures must face competition from the competition within the population and competition among populations.

As long as we face fierce competition and lack of other conditions, natural selection is always good for the big.

The same is true in business.

21 PEAK group expands its US market through strategic cooperation with NBA bucks.

Comment: when it comes to PEAK and bucks, I believe many netizens will change their MSN to PEAK's classic statement - "our cooperation is exclusive."

The reputation of the Bucks has just started in the Chinese market. PEAK's taking the bucks at this time is not only cheaper, but also the 3 year exclusionary contract effectively blocks the threat of competitors.

Of course, the exposure and attention of bucks in China can still be tested by Yao Ming's rockets.

22 Parker Lan Di joined more than 30 shopping malls in Beijing to launch large-scale bazaars.

Comments: it should be said that in this case of the thirty candidate marketing events, only one case of social marketing found the most appropriate event button.

Therefore, we must admit that as far as the planning of the whole event is concerned, "Parker lane has joined hands with more than 30 shopping malls in Beijing to launch a large-scale charity sale".

The non-commercial nature of the start of the incident and the natural nature of the involvement of Parker Lane led to great human caring power. Perhaps, therefore, the event itself was the positive response of more than 30 shopping malls in Beijing.