Lotto Opens Up A New Era Of Brand Marketing

　　當歐洲文化和華夏文明碰撞之時，會產生怎樣的火花？一個旨在推廣年輕的生活方式和態度的品牌又如何在營銷時代中與影視產業結合共取雙贏？Lotto(中國)總經理伍賢勇給出了一個漂亮的答卷。    

    　　民生大計，衣食住行，衣為先。

Design, production and sales...

The link of the birth of a garment determines its quality and even its character, and it is often only a step away from routine to the challenge. Just like Xu Jinglei, the international top stylist PatriciaField directed by Du Lala, has spent 10 seconds cutting off a sport T-shirt into a slanting shoulder sexy cold shirt.

In the "promotion of Du Lala" published in April 15th, the Italy sports fashion brand Lotto (Le Tu) created a brand-new Italian sports fashion model for Xu Jinglei's leading actress Du Lala and Stanley Huang, Karen Mok, Pace Wu and other major actors.

Lotto (Le Tu), founded in Italy in 1973, is a classic sports brand.

The word "Lotto" came from the surname of founder Caberlotto.

The two overlapping diamonds in the logo represent the design concept of R & D and innovation of high technology, reflecting the passion for football and tennis at the early stage of Lotto development, and the natural preference for sports.

In the long history, sports and commercial culture, science and technology, enlightened politics and other factors promote the development of social civilization, and the spirit of sports is an important way to reflect a civilization.

After nearly 40 years of development, Lotto has become one of the top sports brands in Italy and one of the top sports brands in Europe.

In March 2009, it was stylish and popular in Europe, and LottoLeggenda, a sexy and sexy classic, was reloaded.

After re entering China, Lotto is committed to the inspiration inspired by the classic design and sportsmanship, creating fashionable life for fashion consumers.

Lottodo is the brand proposition of Lotto. Lotto advocates an experiential lifestyle and attitude to encourage young consumers to explore, discover, try and experience various forms and new things of life.

When European culture and Chinese civilization collide, what spark will it bring?

How can a brand that aims at promoting the lifestyle and attitude of young people win a win-win situation in the marketing era?

Lotto (China) general manager Wu Xianyong gave a beautiful answer.

BQ:Lotto has been abroad for nearly 40 years, especially in Europe. It is a well-known brand in Europe. In your opinion, how can Lotto create a good brand in China?

W: as one of the top sports brands in Europe, Lotto has a glorious history of 37 years in the field of football and tennis.

In 2009, Lotto entered China and launched a series of LottoLeggenda series with both taste and sexy in the Chinese market.

From professional sports to sports and fashion, Lotto will continue to explore brand advantages such as vitality, innovation, quality, Italy design and sports passion, and strive to bring richer and more comfortable dress experience to consumers while continuing to brand history.

In shaping the brand image, Lotto hopes to promote free and casual sex to young fashion consumers through video entertainment marketing, interactive and creative market activities, constantly try new things, explore various interesting lifestyles, and convey healthy and upward attitude.

BQ: together with Xu Jinglei, the new film entitled "Du Lala's promotion" is a very creative move. How did you first think of this opportunity?

W: film and television implantation is one of the important strategies for Lotto brand communication.

We will start with brand communication objectives, marketing strategies and choose cooperation projects.

Du Lala's promotion is one of several brand access opportunities that Lotto came into contact with after entering the Chinese market.

We were lucky to be in charge of the project, that is, the director of the film met at the beginning of the project, and soon reached a cooperation intention.

The choice of the film is mainly due to several considerations:

The target of brand communication: the film is based on the bestselling workplace novel "Du Lala's promotion". It is positioned to be relaxed and humorous, urban fashion, and won many fashion stars to join. From plot to core, people emphasize fashion sense and positive attitude towards life.

Lotto's brand personality is very compatible with the film style.

Marketing strategy: urban young people are an important group of Lotto's target consumers. This group is also the core audience of the film.

Partner background: Xu Jinglei, a versatile beauty director, is also an intelligent fashion designer.

With her strong appeal in the industry and consumers, as well as the advantages of the production team, we have confidence in the success of the film and the benefits it brings to the brand.

BQ: brand means product positioning, business models, consumer groups and profit returns. How can Lotto integrate brand effectively with specific literary works such as Du Lala's promotion?

The brand image of W:Lotto is in line with the positive inspirational style of the blockbuster "Du Lala's promotion". We hope that through this independent and confident new generation of white-collar role Du Lala, we can convey to the more fashionable consumers the brand of free, fresh and enjoyable way of life.

In Du Lala's promotion, Du Lala will encourage himself in the process of growing up in his career.

This sentence is actually a Italy proverb, and it is also a message that Lotto women wear products have been pmitting to consumers.

Lotto is deeply cooperating with Du Lala's promotion. Unlike many other brands, the Lotto does not simply provide the existing products to the leading actors, but tailor products according to the role of Du Lala. According to the plot of Du Lala's promotion, Lotto has launched a series of product password series, which is also one of the main hits in spring and summer.

At the brand level, we hope to perfect the brand spirit of "discovering the joy of life" in the movie.

At the market level, we will cooperate with the movie schedule to achieve the "big sale" effect.

The series will be listed and displayed in the April 15th Du Lala promotion film.

Through this way of deep cooperation, we hope that we can convey the brand spirit of inspiring growth from the connotation of the brand and the movie, and make further use of the exposure of the film series products and related personas to further establish the fashion positioning of the brand, and enhance the popularity and popularity of the brand.

BQ: how much impact does a good idea have on the brand itself?

Has the effect of marketing been highlighted so far?

W: good ideas are very important at any level of the company: both product design and marketing strategy require good ideas.

We are now doing preheating communication with the movie from the perspective of brand. In addition, the Lotto online leading creative modeling competition, which was cooperated with it in March 19th, has also been launched. "The Lotto lead creative modeling competition" itself is also a good idea. Its creativity comes from the inspiration of Du Lala's promotion.

From a marketing point of view, this is also a very good idea: it is closely related to the already well-known Du Lala promotion and Xu Jinglei, and to the greatest extent of products to the dazzling stage, to provide interactive opportunities for our target consumer groups, greatly increasing their understanding of Lotto brand and product opportunities.

Therefore, cooperation with Du Lala's promotion is not an implantable marketing, but a close integration of the three products, movies and consumers.

I believe that after April, the marketing effect will be highlighted, so we can speak through data.

BQ: the success of a market case, to a large extent, means that its market needs. For the current variety and distinctive sports and fashion brand market, how much market does Lotto have?

W:Lotto has occupied a considerable market position in the world. Since its entry into the Chinese market last year, it has opened nearly 200 stores in major cities in China and has won the best performance of Lotto in the Asia Pacific region.

China's sports and fashion market has great potential. I believe that with the brand internationalization of design, marketing and marketing team, Lotto will get more and more young consumers' favor.

BQ: from professional sports to sports and fashion, what kind of attitude does Lotto want to express through dressing?

What are the views on fashion and sports and how to integrate the two?

W:Lotto advocates a free, fresh and enjoyable way of life.

For this season, Lotto takes the "leading role" as the theme of this season. Inspired by the classic design and sportsmanship, fashion consumers create the most "shaped" life.

We say "type" is both internal and external, is natural bloom, is a variety of free with nature; "type" is continuous exploration, intention to discover, willing to share the attitude of life.

Lotto believes that the way clothes are the most vivid expression of the attitude of life, everyone is the main character of their own life, the most creative stylist of their own life.

The two styles of sports and fashion are not fragmented.

First of all, we must break the mindset, because in the classic fashion collocation, we can also incorporate rich and smart sports fashion elements.

The style of sports and fashion is not only the style that is considered only when sports are carried out, but the most important thing is freedom and creativity.

The most popular trend in recent years is the mixture of sports and fashion.

For example, the matching of the color piece with the knitted trousers, which is comfortable and sportswear, is also like the usual Collocation: make the jacket or windbreaker match with the bright T-shirt to make a slight impact, which is bright and powerful, and adds vitality to the exercise after work.

Xi'an Jiao Tong University electrical engineering and Renmin University of China international business double degree.

In 1995, he joined in Procter & Gamble (China) company, the failure of Procter & Gamble's paper products business (Hu Shubao / Pampers brand) financial analysis.

In early 2004, he joined Lining group. He served as Lining brand marketing director, deputy general manager of market system, deputy general manager of product system, and was responsible for Lining international business department.

By the end of 2008, he became the general manager of Lotto (China) and was responsible for the strategy formulation and operation management of Lotto brand.

  　　  LottoLeggenda玩偶

In March 30, 2009, the first LottoLeggenda doll was born along with the 2009Lotto type random motion press conference.

The creativity of dolls originates from the mystery of carnival mask in Venice, Italy and the double diamond logo of Lotto brand.

The golden touch symbolizes the fine taste and fashion sense of LottoLeggenda fashion sports products, and the Bowen of rhythm shows the style of "free movement" that is respected by LottoLeggenda series - style, casual, creative and dynamic dressing style.

The hands of the dolls are light lifting, and the movement of spreading wings will convey the beautiful vision of Lotto brand, which is full of anticipation and ready to go.