Sports Fashion Brand Marketing With Shadow Entertainment

People's livelihood, clothing, food and shelter, clothing for the first time.

Design, production and sales...

One piece

In the April 15th Du Lala's promotion, the Italy movement.

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.

March 2009, positioning

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

In shaping the brand image, Lotto hopes to be entertaining through film and television entertainment, interactive and strong.

BQ: directed by Xu Jinglei, a new film entitled "Du Lala's promotion" is adapted from the bestseller of the same name.

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", which is located in a relaxed and humorous City fashion.

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 Lotto.

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: a good one

W: all right.

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.

At 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 doll

　　編者按：2009年3月30日，伴隨“2009Lotto型隨意動品牌發布會”，首款LottoLeggenda玩偶誕生。玩偶的創意源自意大利威尼斯狂歡節面具的神秘感與Lotto品牌的雙菱形標志。點睛之筆的金色象征著LottoLeggenda時尚運動產品的精致品位與時尚感；律動的波文則展現出LottoLeggenda系列所推崇的“型隨意動”――有型、隨性、創意、動感的著裝風格。玩偶雙手輕抬，展翅欲飛的動勢傳遞出Lotto品牌充滿期待，蓄勢待發的美好愿景。