The Impact Of Film And Television Marketing On Chinese Home Textiles

The popularity of Kung Fu Panda in 2008 was even more unexpected than ever. There were many Kung Fu Panda pillows and cushions in the market. The movie "Yangtze River seven", which was released in the same year, believed that many people realized that the products on the market were very overwhelming.

Such phenomena are numerous.

From above, we can see that home textile enterprises can react quickly in the face of business opportunities. This is commendable. It is understandable to promote the sales of films with the help of films. However, there are always two sides to things. Good movies will fade away from people's eyes. And where should the home textile products launched for hot films go? How can enterprises grasp such huge business opportunities as a movie like this? With this question, the reporter interviewed Liu Tuo, a brand consultant of Shanghai Jin Xie consulting.

Role pformation

"The home textile industry involves a lot of entertainment and cultural matters in general," says Liu Tuo. "When we watch movies, we often insert some advertisements, such as curtains, sofa covers, and other home textile brand advertisements can often be seen. I feel this way is very effective.

As for last year's CCTV Spring Festival Gala, some advertisements appeared in Zhao Benshan's sketches. Some people are disgusted with this, but I don't think so. Those brands are very strong, and in such a high public attention situation, it is no doubt a success to publicize their brands, and let the audience dislike the enterprises that are not advertising.

The brand has gradually become a symbol, such as "giving gifts to brain platinum," a kind of advertising language, we have to admit that it is also a popular advertisement for success.

In order to better illustrate the close relationship between movie and home textiles, Liu Tuo explained further: "this reminds me of a special film that I've seen before, which is much better than advertising. Home textile companies have the power to invest in making films and do some home design films.

Let's take an example: we all know that the image spokesperson of fuanna is Yang Liping. If she is to invest in a TV drama or movie about dance, it can not only reflect the aesthetic feeling of art, but also annotate the brand of fuanna, which is far more ideal than the advertisement of the enterprise or the promotion effect in the market.

Discovering business opportunities

He pointed out that home textile enterprises have many limitations. Most of them are working hard to make achievements. They are busy expanding their scale and increasing their production capacity. I can understand that this is based on actual needs.

However, few enterprises take into account the feelings of distributors, consumers' thoughts and infiltration of some social hot spots, especially in terms of audience ratings. They never know how to make full use of these advantages to fully display themselves.

Take the hit TV series "New Three Kingdoms". Not only many Chinese people, including Japan and Koreans, also like the culture of the Three Kingdoms, it is said that the audience rating is more than 11%, and they will be broadcast again and again. However, no home textile enterprise is going to invest in sponsoring the film.

In particular, silk home textile enterprises, if they can take advantage of the new Three Kingdoms' strong lineup and carry forward Chinese culture, will contribute greatly to the enterprises themselves or to the country.

In addition, even if you do not advertise, you can only achieve the desired effect by sponsoring the props in the movie, such as putting the props in the terminal store to display, and launching your own brand culture through the social focus, but no such excellent business opportunity can be detected.

To this end, he specifically appealed to the silk home textile enterprises to act quickly. This sense of business must be established. Otherwise, it will be too late to miss the opportunity. Why can Luo Lai become the leader in the home textile industry? It has the sense of creating the courage to win the world first. Once the site is occupied by others, it will be too difficult to recapture it again.

Most of the silk enterprises started to make foreign trade, and domestic sales were relatively weak. Silk companies wanted to seize the opportunity to turn around and seize the opportunity.

Product Endorsements

He further analyzed that many companies are looking for big stars to do endorsements. This seems to be nothing wrong, but from a different perspective, we will find a better choice.

Why is it so admirable? Harry Porter's image has made an annotation for the brand in an invisible way. The fashionable products should be launched at the right time. This fits perfectly with the brand's pursuit of fashion.

In order to pursue economic benefits, he did not pay much attention to his brand positioning. He may not have any influence on the brand at the beginning, but it will make people feel uncomfortable in the long run. First of all, he will lose in the direction of brand, and then the harm of chain reaction can be imagined.

Luo Lai's product positioning is the European romantic style. He has developed Zhu Deyong's comic series and Jay Chou's blue and white porcelain series to meet the needs of different consumers, though not the mainstream products, but the two products have become a kind of representative of Luo Lai, which will affect the brand building of Luo Lai.

In addition, if silk companies choose the characters in the new Three Kingdoms, such as letting big and small Joe be the image spokesperson, it will undoubtedly be a breakthrough, with remarkable results and more substantial benefits.