Clothing Is The Hot Spot.

　　 today Multivariate The way of life provides people with unlimited choice opportunities, but the only thing that is regrettable is the rapid transformation of social life hotspots in the pluralistic state. As far as business is concerned, the pursuit and utilization of these hot spots are increasingly fleeting and precious. Here, we might as well take a look at recent social hot spots to see how the clothing business is associated with these hot spots.

Skirts are more attractive than Du Lala.

Seen Du Lala's promotion This movie is especially for those who work in the company. white collar Women will naturally think that this movie is a dress Bible, and its fashion meaning is far beyond the plot itself. After the heat of this movie is gradually fading away, the commercial tension behind it is another hot trend in the form of hot clothing sales.

Recently, news about Du Lala's Shanzhai version of hot clothing has been heard everywhere. Especially on the cover of the movie poster, Xu Jinglei's red dress is warmly sought after by fashion enthusiastically. A movie has exported Chinese style "fast fashion".

The key to all this is that those clothing styles cater to Chinese fashion aesthetics. Under the catalysis of hot summer weather, Du Lala's clothing has been selling well. On the large shopping website in China, the word "Du Lala" was typed in three words, and the search words such as "Du Lala same", "Du Lala dress" and "Du Lala dress" immediately appeared, including 1204 results of Du Lala dress, and 1399 results of Du Lala's promotion.

In addition, Du Lala, Patricia Field, a fashion designer, has become a hot figure in fashion today. The cross-border identity of the artist from New York includes: the concept shop owner, designer, stylist, brand art consultant, film and TV stage drama costume guide and so on. From the sex and the city to the fashion devil, the red haired woman's work is very eye-catching. She is good at creating different styles of images according to the temperament of different people, so we see that in Du Lala's promotion, the hero's fashionable clothes are endless.

There are also consumers who complain that the quality of Du Lala style clothing bought from the Internet at a low price is difficult to guarantee. More fashion media pointed out that this rapid imitation is not a bit of creativity. It is the sadness of Chinese apparel industry. In fact, none of this is important. What is worth what people are most interested in is to quickly transform social hot spots into business opportunities and firmly grasp them in the hands. Here, let people realize that the founder of "fast fashion" is not really the originator, but businesses are learning from each other. A marketing Master said something interesting: what is innovation? Innovation is the first to imitate.

Whose family feast is the world cup in South Africa?

Looking at world sports today, the opening of the world cup in South Africa should be the most attracting event. Although we can not reverse the names of the 32 teams who have reached the finals, we have long been familiar with the brand names of the clothing sponsorship for these teams. The top three of them are Nike, Adidas and Puma, which have sponsored 28 of the 32 teams. Among them, Nike sponsors 9, Adidas sponsors 12, Puma's sponsorship list is the most famous Italy team.

In fact, in addition to sports brand, many international brands are actively using the hot spot of the world cup in South Africa to sell themselves. For example: Paul Smith and Pull and Bear, and even Crawford...

Compared with international brands, the performance of Chinese brands in this world cup marketing is much inferior. But from a deeper perspective, there are still many deficiencies in China's brand in terms of hot spots.

Three crux of sports marketing in China

Remember a few years ago, there were well-known marketing experts summed up the three major sticking points of China's sports marketing.

One is "dwarfism". Many Chinese brands are often sold as a "one-time sale" and can not form a system operation. During the sports competition, there are no integrated public relations, advertising, promotion and other means. When the sports competition is over, sports marketing will lose its stamina. If a beverage brand "N season" once bought the CCTV World Cup exclusive exclusive right to broadcast live at 31 million yuan, it only made a pure advertisement through the world cup. There was no systematic follow-up action, so people had to feel very sorry for the 31 million yuan "one-off sale". International brand sports marketing operation has a very systematic mode, and sports marketing innovation is also different year after year. Many Chinese brands still stay in the stage of promotion through sports competitions, among which the two most commonly used strategies are advertising bombing and high draw.

The two is "three blindness". That is, enterprises do not consider their actual situation, blindly follow suit, blindly imitate and blindly burn money. Seeing that transnational brands are getting the heart of global marketing through sports marketing, they fail to understand the underlying reasons for the success of these international brand sports marketing. In 2003, Real Madrid and China's "dragon horse battle", a Chinese clothing brand spent 4 million yuan to become the only designated clothing sponsor brand of Real Madrid China bank. However, the Real Madrid team has been signed by Adidas, and has made a lot of media publicity for a clothing brand, but Adidas has made a free advertising promotion in China.

The three is dislocation. That is, the connotation of sports marketing is not consistent with the positioning of its own brand, which is also a portrait of the Chinese brand. Catch up with sports events, catch stars, sign, and ignore their brand positioning and the connotations of these events or stars. Moreover, many Chinese brands' sports marketing advertising creativity is also thin and poor, and even far fetched. If a product asks the famous star Ronaldo to do the advertisement, it is puzzling. What does this bald headed star have to do with our voice? What kind of brand value does this product really reflect?

Sports marketing is really a game of burning money. The problem is to learn how to burn money wisely. In solving these three problems, brands should be smart enough to explore the market gap of sports marketing.

Former South African President Mandela once said, "sports have the power to change the world!"

For Chinese brands, does sports marketing also have the power to change the market? The answer should be yes.