How To Win Cultural Victory In China?

A successful one.

China is a big country in garment manufacture, but we are an undisputed brand weak country.

In China's clothing market, the loyalty of consumers to many domestic clothing brands has not really formed.

How to make

The core value of brand

The core value of a brand is the main part of brand equity. It is the key to enable consumers to identify and clearly identify the brand's personality and interests.

It includes self - expression value, functional value and emotional value.

Self expression value is a brand concept that focuses on conveying image elements such as fashion design and symbolic symbols to express consumers' aesthetic, image characteristics and lifestyle.

The concept of brand mainly comes from the description and artistic generalization of the target consumer group. With the progress of the society and the improvement of the income level, personal values, wealth, status and aesthetic taste become a carrier and media. The core value of the brand that publicizes the self expression interest is more appealing to the audience, such as the brand idea of ESPRIT: "mind your mind, not age."

The functional value is that the brand idea focuses on conveying the value of the product itself. The brand concept at this level mainly conveys to the consumers' material functional interests, and clothing itself often becomes the support of the core interests of the brand.

Without functional benefits, there is no foundation for emotional interests and self expressive interests.

Just like drift duckweed, functional value concept further highlights the basic elements of clothing's professionalism, science and technology, high quality, and so on. Clothing quality and function are further enhanced.

For example, the men's clothing claimed that each jacket had a unique detail design.

Emotional value refers to the purchase and use of a brand in the process of buying and buying a user or a user to produce some feeling and emotional experience and get emotional satisfaction.

This feeling gives consumers a deeper sense of ownership and use of brand, and creates a close relationship.

The idea of a strong brand often contains some emotional value, advocating the emotional demands of the target consumer group, creating a beautiful personal desire, conveying the values of the group and shaping a new way of life.

For example, Semir's brand concept is "what to wear," and LEVE`S jeans simply wear "rose color" to make friends and wear blue in order to make a boyfriend.

This brand idea surpasses the demand of clothing itself and brand image. Standing on the emotional level of the target consumer group, it communicates with emotion to express the vision of the target consumer group and conveys the value commitment of the brand to consumers.

The so-called brand culture positioning refers to the injection of a certain cultural connotation into the brand to form cultural brand differences.

Brand positioning can not only enhance the taste of brand, but also make the brand image unique. By communicating such cultural values, following natural and technological content, it can inspire associations, guide vision, establish mental models, balance aesthetic feeling and so on, form certain taste, become a symbol of consumers' cultural taste at a certain level, so that consumers can be recognized, so that they can get emotional and rational satisfaction.

For example, the kimono style dress of KENZO is used to express the mysterious and atmosphere of Oriental Culture in the modern rhythm with strong and deep Oriental color.

Of course, emotion is the link to maintain brand loyalty. If a brand can not arouse the emotional resonance of consumers deeply, it will be hard for consumers to win the trust of consumers.

By enhancing the brand culture implication, marketing with emotion, cultivating consumers' emotion to brand, making consumers have a special liking for corporate brand, enhancing brand's human nature and aesthetic characteristics, occupying the minds of consumers, arousing consumers' Association and emotional resonance, thus arousing interest and promoting purchase.

In addition, successful brands occupy the market with their unique design styles, start from the target consumer groups, and plan and design brand styles by cater to one of their characteristics.

Exception (EXCEPTION) this brand, any tiny detail represents the experience of art.

Even the most obscure traces are carefully considered, creating the spirit of "exception is contrary", subverting fashion with clothes, and subverting aesthetics with material.

Mayer Shapiro, an art historian, holds that "cultural style is an enduring form of artistic works of an individual or group, sometimes a constant element and performance."

Products that are unable to attract attention will not be able to withstand the tempestuous waves of the market and are doomed to lose in the competition. Only the unique and personalized brand culture positioning will be different from the similar products, which can arouse the curiosity of consumers.

"Behind the brand is culture", "culture is tomorrow's economy". Different brands adhere to different specific cultures, and enterprises should pay attention to and use their cultural orientation.

Brand culture positioning strategy

Many entrepreneurs and experts have discussed many aspects about how to carry out brand culture orientation.

Focus on the core value of brand culture.

The core value of brand culture is the main part of brand equity. It should help consumers identify and remember brand interests and personality, and get consumers' approval, love and affection.

The ideology formed by the accumulation of brand culture has exerting a subtle influence on people's ideology.

At the same time, a company's brand is the main source of its competitive advantage, and it is also a valuable strategic asset.

Because of their clear core values and personalities, these gold signboards have their own fixed consumer groups.

They occupy the highest share in their respective districts, and consumers also have a good association with brands because of their recognition of core values and loyalty to their brands.

Positioning and fully maintaining and promoting the core value of brand culture has become the consensus of international first-class brands, and is the secret to create the golden signboard of the century.

The influence of core value on brand is just like the influence of gene on human beings. The difference between human and gorilla is only 1%, but it is precisely because of these 1% differences that human beings are more intelligent than gorillas.

It can be seen that if there is no clear positioning of the brand's core value, a brand can not grow into a strong brand.

If the core value is inferior to the competitive brand, the profitability of the brand may be hundreds or thousands of times.

Personalized positioning.

Brand positioning is the compass of the brand characteristics of an enterprise. It refers to finding the consumption interval and the competition area of the target group on the basis of market research and subdivision, showing and creating unique differences between the brands in the interval, making the difference between the target consumers and the target consumers in the blank point of the mental model, so as to identify a unique location, and then use the integrated communication method to deeply imprint the consumers' minds and establish strong association and unique personal strategic behavior.

Action taken for potential customers' psychology is an important part of brand positioning.

Generally speaking, brand positioning is not in the positioning of the object itself, but in the bottom of the consumer's mind, the purpose is to occupy an image and specific position in the consumer's brain.

Once the location is determined, consumers will first consider the brand positioned when they have a specific demand.

Resonate with target consumers.

The brand culture of any product must be guided by the consumer. It should be based on the way of thinking and psychology that consumers accept information, break through the barriers of information communication and communication, and place the positioning information in the minds of consumers.

As the saying goes, "gold cup and silver cup is not as good as the social reputation, the Gold Award, the silver award, not the commendation of the ordinary people". The success of the cultural positioning of brand management depends on the judgement of the public or target consumers. Only by accurately expressing the culture of consumers' voices can the consumers be moved.

Brand culture must come from the call of the consumer and return to the consumer's mind. We must consider the characteristics of the target consumer group, which is consistent with the needs of the target consumer group. For example, the famous fashion brand Calvin Klein, which is the most popular brand among American women, is also selling well in the world. It is precisely because of the true and appropriate modern life philosophy expressed by the brand itself.

Therefore, if an enterprise wants to create famous brand, it must study the demand psychology, cultural background, consumption concept, aesthetic value, cultural value and specific needs of target consumers, and adapt to its cultural value orientation and aesthetic orientation, so as to scientifically locate the target consumers.

Editor's comment: brand is a cultural phenomenon. The image, style, Lenovo and its symbolic meaning convey the connotation of brand concept. A successful clothing brand should enable its consumers to feel the distinctive brand culture directly or indirectly, or directly or indirectly, in all environments that are exposed to the brand.