AOKANG Sponsors "If You Are The One" To Open Up Women'S Market

October 26th, recently, we saw the hottest TV reality show in Jiangsu, "if you are the one".

In the program, when the two girls who were elected to the boys' power walked hand in hand to T, the spotlight hit AOKANG's Chinese and English brand names in the corridor. Finally, a successful pair of girls will receive a crystal shoe provided by AOKANG as a souvenir.

Obviously, AOKANG wants to publicize the AOKANG brand to the majority of women through this program, which is popular among young men and women all over the country. AOKANG shoes need to buy shoes for female consumers. Of course, the brand name is AOKANG.

The first time I saw AOKANG appeared in this program, I wonder if AOKANG shoes are really selling women's shoes. How can AOKANG brand sell women's shoes? Later, after checking through the Internet, it was discovered that the sale of women's shoes in AOKANG leather shoes is not a matter of two days a day.

At the same time, I saw an advertisement in the Internet that Zhu Dan, the heroine of China's hit idol drama "love the anchors", endorsed AOKANG's shoes. The slogan is "falling in love with the female anchor and falling in love with AOKANG".

The writer's mood changed from the previous doubt to regret.

How can AOKANG, the landmark brand of China's shoes industry, make such a mistake?

Maybe a lot of people will ask: what's wrong with AOKANG brand selling women's shoes? Do you need to make such a fuss? What's wrong with AOKANG selling women's shoes through the existing brand effect?

What I need to declare is that the author has no doubt about the ability of AOKANG to make leather shoes and the quality of its shoes, but it is deeply concerned about the performance of AOKANG shoes in the future market and the huge side effects of AOKANG shoes on AOKANG brand in the future.

Marketing is not a product war, but a cognitive war. This is the viewpoint put forward by Trout and Rees's brand positioning theory, and it is a law that has been proved by numerous times.

The quality of AOKANG women's shoes may be very good, but it is destined to become a female favorite brand.

Why? Because the AOKANG brand has already formed the cognition of "male leather shoes brand" in the mind of the consumer.

The brand connotation of AOKANG, a highly male brand, is hard to form an effective docking with the psychological demands of female consumers.

It is certainly a thankless job to use AOKANG brand to fight for female consumers.

First, look at the brand name.

The part of speech of AOKANG brand is originally a masculine word, and its pronunciation is also loud and rigid. For female consumers, they can not feel a trace of feminine beauty from the two words of AOKANG, and can not carry their pursuit of fashion and beauty.

Secondly, AOKANG's original brand connotation is also masculine.

In the past few years, AOKANG's advertising appeals were aimed at men.

From the sponsors of the 2008 Olympic Games to AOKANG's business song "rain and wind", from the AOKANG shoes advertisement Liu Xiang to AOKANG shoes advertising dream, in addition to emphasizing the sense of quality and comfort, the ads used more emotional techniques to draw men's spirit of striving upward, daring to dream and daring to succeed, striving to achieve the resonance between the brand proposition and the feelings and values of male consumers, and the main characters of their advertisements are also men.

It is precisely because of AOKANG's continuous brand communication activities over the past few years that AOKANG has successfully accumulated and strengthened the brand image of male leather shoes, and has established the leading brand position of male leather shoes in China, and has become China's trademark brand of leather shoes.

Since the brand promotion of AOKANG in early stage has already established a strong image recognition for consumers' brand of male leather shoes, it is very difficult for female consumers to redefine AOKANG brand as female shoe brand.

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AOKANG shoes do not have feminine brand names, nor do they have the feminine beauty, fashion and beauty connotation. How can we persuade women consumers to buy them?

Do women consumers show off to their friends that they are buying AOKANG shoes? I believe this is very difficult.

Because it is difficult to shake the mountain.

In fact, AOKANG launched women's shoes and launched a publicity campaign against female consumers. It has put AOKANG brand in a dilemma.

AOKANG launches women's shoes, which may not win the number of female consumers for AOKANG, but will impact AOKANG's shoes as the purity of men's shoes brand.

A series of brand publicity launched by AOKANG for women consumers will have a great side effect on AOKANG brand. Not only will it seriously discuss the masculine brand image of AOKANG shoes, but it will also shake AOKANG's efforts to build brand awareness in the minds of consumers in the early days.

If AOKANG shoes are not aware of the seriousness of the problem, stop the propaganda for women consumers and adjust the product line of AOKANG brand in order to return to AOKANG's original image positioning and brand strategy. AOKANG will lose its purity as a male brand and become a fuzzy and ambiguous brand.

In China, many enterprises will make mistakes in brand extension. Of course, they want to use the existing well-known brands to shade the new products. This is a very unconsidered practice, and the result is often contrary to the original intention.

Ai Chis said: the strength of a brand is inversely proportional to its size.

If a brand wants to represent everything, it will not represent anything.

In my view, AOKANG shoes act now is like moving AOKANG shoes, this stone smashed the AOKANG men's shoes this foot, the final result can be imagined.