Analysis Of Brand Marketing Under The Mode Of "Qinghai Tibet Velvet"

　　 Brand management It is a profound knowledge. In the forest of Chinese brands, Qingzang velvet is still just a rising star. Although it is not as deep-rooted as the old brands with many years of history, it has the youthful vitality and communication strength of young brands. So, Tibetan velvet How does the brand step by step step into the Chinese brand market, into the hearts of consumers?

Which product or brand will be sold first

Qinghai Tibet cashmere has been absorbing the advantages of many schools in a way of "bringing in principle", and gradually formed its own marketing means and methods. Because of this, we can win a place in many brands.

Throughout today's clothing market environment, many enterprises have been doing product marketing, not brand marketing. This is actually a short-sighted approach. Many people believe that the birth of a brand is to serve the product. In essence, there is nothing wrong with it. But if we keep this idea unchanged, then the future development path of the brand does not need to guess what can be seen at a glance. In contrast to the brand thinking of Qingzang velvet, selling products is always the second goal, and selling brand is its ultimate goal. Selling products is just a means to let consumers understand the enterprise and corporate culture, which is equivalent to the role of an intermediary. The purpose is to complete the accumulation of consumer recognition and trust. It is the concept of serving the brand that this kind of product can make the brand of Qinghai Tibet velvet stride over one step after another.

In fact, from the perspective of Qingzang velvet, brand marketing is to let consumers accept the value and culture of the brand first, and then the product itself. With their own brand to impact the spirit of consumers, so that their brand from the spirit of expectations and ownership. I think that owning this brand of products is a pleasant thing, which can fully reflect their psychological demands. In this way, the brand and the product are organically combined. For example, after some excellent world brands come to China, they do not seek the government or relationship, and even some products are not advertised in the initial stage, but are recognized and accepted by most Chinese target consumers. Why? Because they have a complete business model and brand marketing model, while Chinese enterprises in the whole process of brand and product marketing are still in the stage of constantly exploring and constantly feeling the stone to cross the river.

For Qingzang velvet, brand is a concept and symbol that highly generalizes its own products. It is composed of stable quality, superior price and standard service system. This is also doomed to Qingzang velvet in its brand marketing process to uphold a "golden mean" road. We will not pursue popularity in a short period of time, nor will we ignore quality while reducing price. In all products, the unique selling points of the products are refined, the brand logo and VI system are redesigned and upgraded, and the "cultural label" is pasted on the brand. The story and culture behind the brand are used to endow the brand with new soul and connotation. Moreover, this cultural connotation is closely related to the products of Qinghai Tibet velvet, which is just in line with its market positioning of urban successful people aged 25-58. These urban consumers, born in the 1950s and early 1980s, advocate high-quality and cultural life. The connotation and culture of the brand can just let the shopping guide and the dealer have a good starting point when introducing products. Using culture to lead to the function and utility of products can arouse the resonance of customers' hearts, and it is easy to obtain great emotional recognition, so as to better bridge the promotion of sales. Therefore, the shaping of the brand connotation of Qinghai Tibet cashmere is not so much a commercial behavior as a manifestation of humanity care. {page_ break}

Network accumulation of word of mouth marketing

In the brand marketing of Qingzang cashmere, the accumulation of contacts is a crucial link.

The investment in word-of-mouth marketing of Qingzang velvet can be said to be all-round. From the moment customers step into the store, they are regarded as consumers. No matter whether he has bought a product or not, he will enjoy meticulous service. There are many ways to capture potential customers like this, but the most important thing is to let the customers feel your sincerity. In fact, everyone is an opinion leader in a certain communication circle. Opinion leader refers to the "active elements" who often provide information for others and exert influence on others in the interpersonal communication network. Let this part of opinion leaders identify with your brand, then there will be a most primitive oral communication. This is what we often call word-of-mouth. Chatting between relatives and family members, and family routine among friends, all of which can become the communication channel of brand. Imagine, when the customer tries on the clothes, the relatives and friends on the side say that the clothes are good-looking, which is certainly better than the salesperson's. In the whole process, the brand should be remembered, liked and purchased.

Liu Yunqiang, chairman of Qinghai Tibet cashmere industry, often said: "what is a brand?" the word "product" is composed of three "mouth" words. Three people say the same thing, which is called brand. " Many brands have experienced a painful and embarrassing period in the early stage of their establishment, which has been ignored and even marked as an unknown brand in their hearts. Many domestic brands have collapsed at this juncture. In order to change this situation, we must imperceptibly influence consumers and constantly improve the soft power of brands. In the early days of its establishment, in addition to a large number of advertising in the mass media, the humanistic marketing means that Qingzang velvet has been upholding is also an important factor in its brand. In fact, whether it is business or other industries, people-oriented is always the eternal kingcraft.

Brand depends on "maintenance"

Brand is raised, it is difficult to exceed two points, one is time, the other is capital. There is a wealth myth behind any brand. It is the accumulation of creative wealth, which is complementary to each other. After a period of development, each brand will enter a period of stagnation bottleneck period, and Qingzang velvet brand has also encountered many bottlenecks, large and small, in the development of these years. But there is always a force that can make it break through the bottleneck and obtain broader development space, which is called brand innovation.

So, what is brand innovation? From the technical level, it can be regarded as the business model of "brand culture + product design + corporate culture + globalization", but from another perspective, innovation is the creation without basis, that is, ideas and ideas that people have never heard of or seen before. In other words, it is the subversive road taken in the process of creating products. From the perspective of Qingzang velvet, brand innovation can not be simply understood as a change of brand symbol. In fact, brand innovation includes many contents and a wide range, such as product innovation, service innovation, management, business model design innovation, channel, pricing innovation and so on. Therefore, brand innovation can not only be one-sided understanding of advertising investment, if only from this perspective, then the understanding of brand innovation is biased. Looking back on the history of Qinghai Tibet velvet, brand image innovation has experienced five times, among which management innovation and service innovation are countless. Since innovation is a kind of reform, it is bound to bear certain risks. However, in the commercial market, risks always coexist with profits. Liu Yunqiang, the leader of Qingzang cashmere, has always been daring to think and do. To be a brand, we should not only have economic strength, but also be bold. Entrepreneurs should not hide their money and spend it; at the same time, they should also exercise their courage, boldly innovate and constantly accept new ideas and ideas. Only in this way can we keep the fresh blood of the whole brand and turn those good ideas into the source of profits.

Brand has a long way to go. Real wealth is not money can buy, but it can create unlimited value, brand is such a wealth. Therefore, brand marketing is a magic weapon for its continuous development, and for Chinese brands, it is also a way to go abroad and look around the world.