Cultural Marketing: High-End Brand Promotion

Today's Chinese clothing brand, from the implementation of cultural marketing, from

In August 8th, the two high-end brands from Beijing settled in Hefei for the first time.

At the same time, the two brands have opened two stores in the two most popular shopping malls in the locality. The store has just completed, and a series of thematic cultural activities have come to an agreement. This is a shocking and amazing description of the influence of Hefei's fashion market.

Two high-end brands in Beijing, women's wear is white-collar, men's clothing is the brand of Yiwen brand - representing the young fashion of Notting Hill.

Two mainstream shopping malls in Hefei, one of the most popular 100 Gulou commercial buildings, the other is the high-end flagship store in Anhui, Hefei.

The high-end brands jointly work together with other mainstream shopping malls. The conclusion given by Xia Hua, chairman of Yiwen enterprise group, is simple and clear: "must be 2 + 2% > four."

This theory has been praised by Miao Hongbing, the white-collar chairman.

As a matter of fact, since the two entrepreneurs can see at the same time and especially like this foreign market which is relatively strange to us, we must have carefully thought and plan. If we do not play the economic and cultural benefits of "2 + 2% and 4%", the brand will not be easy to do so.

Everyone knows and everyone expects it.

The joint efforts of the brand to expand the external market have added new ideas to the "channel construction". Miao Hongbing and Xia Hua have always made great achievements in terminal construction. Therefore, these days' expectations are focused on a series of actions that accompany the store opening.

Brand alliance Beijing momentum hit the terminal

Generally speaking, the brand in the "city" and outside the city's terminal culture marketing will adopt the "local conditions" approach and strategy, different cities outside the city, its cultural marketing strategy will also be based on the local humanities and market conditions to formulate and grasp.

However, the joint fashion show held by white collar and Notting Hill at Hilton hotel in Hefei, as Miao Hongbing said, is not only a combination of two brands with a professional attitude and high-end momentum to ring Hefei's fashion door. In the future, the brand alliance's cultural marketing or other strong cooperation is not a trend.

On the evening of August 7th, the white collar VS nottingshan fashion show conference was filled with guests, almost to the surprise of two entrepreneurs.

Makeup and facial expression can not be said to be flawless and regretful, but have gone beyond the imagination of many brand employees at the scene.

In particular, the fashionable atmosphere of Hefei women made Miao Hongbing see the potential of the city's fashion market more clearly.

All the fashion men and women in Hefei who crowded the venue were even more astonishing.

Not to mention that the city of Hefei does need more fashion culture to nurture and nurture, it is still rare for the locals to enjoy such a high-end professional fashion release.

The show is very internationalized, and the black and bright stage is "approachable". It floats slightly on the ground. There is a big "U" around the venue. The two sides of the letter and the middle are the auditorium. It is very similar to the international top fashion week, the big names for the professional buyers.

The two high-end brands from Beijing also appeared on a stage. The "mix and match" of men's and women's clothing, the integration of the fashion atmosphere, and the strong visual effects instantly presented two key words: "the high profile from Beijing" and "the style from the brand".

This is the first time that Hefei people have been in the same fashion atmosphere with their two major fashion brands in their own cities. The two brands that are similar in culture and market positioning have jointly launched the theme culture activities in the first time in China. Overnight, Hefei government officials, buyers of commercial venues, elite from all walks of life and fashion designers all keep the "white collar" and "Notting Hill" firmly in mind.

"Cultural interlinked brands jointly carry out brand culture promotion, mutual foil and mutual borrowing. I firmly believe that this is a good thing that can be twice the result of twice the effort in brand promotion in the future. The influence of a brand work and two brands together will be different."

Miao Hongbing's short speech is no longer an impromptu speech at the moment.

It is hoped that China's fashion brands can be united, able to communicate with each other in a good environment, and even have some cooperation to help brand development. He has been advocating for many years. In previous interviews or speeches, similar feelings can often be heard.

Finally, a like-minded brand has taken the lead, and the first high-profile strike of strong cooperation has been directly applied to the promotion of terminal culture and channel construction. Without exaggeration, such a cooperation can be regarded as a "big event" between channel channels of innovation between Chinese fashion brands and the market. It provides the direction for broadening the way of thinking for the brands who are promoting their brains but not their essentials at the terminal.

It is no doubt an innovation for the brand to cooperate with each other to perfect the terminal mode. What's more, the two brands also embrace the professional attitude and taste of the brand culture, and do terminal promotion like any top fashion activity. This is the essence of the success of the innovation mode.

Theme extension details to take root all day

The way to learn is not to simply copy some form.

To find the brand of alliance cooperation, first of all, we should have a common culture, share common aspiration, share common dreams, similar attitude and teamwork, and so on. The alliance of white-collar and Yi Wen (Notting Hill) will come into being, but not every brand can find allies in a short time. Even if we do terminal promotion activities, we can also gain a lot of inspiration from white collar and Notting Hill's "high-profile + style".

For example, how can we do some promotional activities that truly conform to the brand characteristics and not be "driven by the market" by shopping malls, so that brands and consumers can enter into each other's hearts through activities? This may be the most difficult problem for many brands to face the promotion of terminal culture.

Do not think that in the mall to do activities, it is necessary to make the sound box to deafening, or not to squeeze in the busy center hall of the mall around a piece of ground, let the model set up the POSE.

Truly high-end culture promotion, do not be so big, as long as it is sincere to your customers to guide, and then sincerely serve them is enough.

Hefei people like to take a stroll around the mall easily on their day off.

August 8th is Sunday, and the two major shopping malls they like to visit are "Big Drum Tower" and "Shang capital". They are still crowded, but sometimes people stop to look at the air before they enter the shopping mall and look at the ground.

In the air, the two shopping malls are the most eye-catching places above the outer wall of the gate. On the one hand, they are huge advertisements of white-collar workers. The other side is Notting Hill. Although the two advertisements are not really huge, the fashionable style of their international blockbusters is reflected in the most conspicuous place outside the shopping mall.

On the ground, from the first step to the shopping mall, the black carpet of velvet is extended to the shopping mall. The carpet is embroidered with two brands of English LOGO, and it is understood that this is the "guiding sign" that goes all the way along the carpet.

The process of "lead the way" is very quiet. There is no overtone of "high decibel" show and hoarse voice, which does not affect the normal sales order in the shopping mall. Elegantly, the Black Suede carpet is embroidered with rose LOGO, and the high-end taste of the brand is coming out. It is very warm that the people of Hefei who first contact white collar and Notting Hill are acquainted with the brand in the guidance of "pulse"; it is very striking that the black carpet extends from the entrance of the shopping mall to the brand store, and the striking momentum is unforgettable.

Along the carpet, "guide" quickly came to the store. The two brand stores were familiar with people who traveled all the way from Beijing.

For the people of Hefei, though unfamiliar, they are quite new.

The "Shang capital" white-collar storefront, located on the 2 floor, is in the middle of the escalator, attracting many customers' attention.

Several new silk road models who came to the show last night also came to the store. In order to avoid unnecessary alienation, the models were not arranged for "serious" activities. They just put on brand clothes and picked up clothes or tasted desserts just like customers.

This seemingly inadvertent arrangement is full of "strategy". It shows the elegant style of fashion and the posture of putting it down in the "high" fashion through the model, so that "noble" can also become cordial. "Beauty" can also be shared between models and customers.

The real strength is Beijing's strength.

The so-called strange cities and strange brands are relative.

The first time a brand enters a foreign city, it must be strange between the city and the brand. Even if the brand is very famous, it needs to know each other's familiar time to understand their respective cultural characteristics.

As to how to get acquainted with each other more quickly, the key is the attitude of the brand.

The first time to see the white collar of Hefei women, indeed attracted by the brand momentum and luxurious decorative style, but a little timid, and their most vivid expression is: follow the "guide carpet" to the white-collar shop, stop, do not go to other brands, and do not dare to enter the white-collar stores, standing around the shop, stopping in groups.

This condition lasted for less than 20 minutes, and the people entering the white-collar shop slowly began to grow. The women who stopped were coming in, and the cash register became busy.

Miao Hongbing himself stood in the shop to greet the guests. His modest and gracious attitude was full of appeal, and the customers who would greet him soon put down their psychological pressure.

However, if you want to admit more customers, you can't rely on one's charm alone.

The reason why the "strange distance" between the white-collar and the customers will be eliminated in a short time is that, from the very beginning, the "white collar service", which is well known to the capital, has been permeated in the storefront, which is a crucial weapon for the high-end brand to quickly eliminate strangeness and shorten the sense of distance.

The two shop assistants are very experienced employees who come from Beijing. They only know that these salesmen are local people in Hefei. Although many people used to be engaged in clothing sales, before entering white-collar workers, they could not tell clearly what high-end brands were, nor could they know the details of "white-collar service".

On the eve of the opening ceremony, 32 Hefei white-collar shop assistants will be joined in the first line of sales. They will go to Beijing white collar headquarters for a more than 20 day special training, from white-collar culture to specific sales and service training.

On the day of opening, people who are familiar with white-collar workers are in the storefront. It is hard to tell whether this is Beijing or Hefei.

On the 8 day, the sales situation of white collar and Notting Hill was all unexpected. Every shop assistant was busy and busy. The clerk of a white collar asked a question to reporters.

The salesgirl proudly asked, "look, do we have the strength of Beijing?"

If the terminal culture promotion is "superficial work", it must rely on the real material of "Li Zi" to calm the "superficial skills" enough.

Do not think that such a fastidious "outward appearance" is only something that high-end brands can do. The cost of millions of terminal promotion on the two day may not be the strength of every brand. But how can we look at the "table" and "Li" of brand marketing and the "big scenes" and "small details" that the terminal promotes? This is the priceless treasure of the two brands left to "Chinese fashion".

Just like when Miao Hongbing walked through the shopping mall, he would naturally notice many details. When he met where the corners were tilted, he would go up and press them. He could see that there were occasional sundry objects on the ground. He would also guide the staff to clean up at the fastest speed before the guests had noticed.

How many operators can do this conscientious and careful attitude? The brand terminal culture promotion needs the theme, needs culture, needs to taste, needs to save cost, innovate and innovate. When all these have, if we can add the ambition of the brand and the care of the brand people, why is it difficult to knock the door of any city terminal?