How Should Brand Promotion Be Innovating In 2010?

What's the hottest 2010? There are two answers: IPAD, IPHONE produced by Apple Corp and micro-blog developed by Sina. They are new electronic products and network functions, and have become brand new. Marketing platform It leads the brand new promotion mode. Although we haven't seen the development of home textile enterprises in the above two platforms, in 2010, home textile brands used various media. Publicity brand And strive to improve sales for one year. In the endless stream of new media, how should brand promotion be innovated?

Stars shine China's main emotional line.

Shanghai mercury home textiles General Manager Li Yu Lu

Q: in July of this year, mercury and light media co sponsored the activities of "Mercury home textiles and group stars China". Many celebrities were invited to participate in the campaign to enhance brand awareness. How did mercury plan its brand promotion activities?

A: Although the home textile industry started late, but it developed very fast. Many times, home textile enterprises were crossing the river by feeling the stones. From market strategy to marketing tactics, they all improved in continuous learning. In 2010, "group star glory China" is the most influential and most extensive activity of mercury, which is also a major innovation in the home textile industry. We have tried this kind of promotion before, but the scale is relatively small, and the influence is limited. I think that the main reason why the "group stars China" campaign has been very fruitful is that the core pursuit of "happy and healthy lifestyle" advocated by the brand is the main line of emotion. Through the new mode of interaction between celebrities and families, the emotional connections between brands and consumers are increased, and the affinity characteristics of home textiles are revealed. The eternal topic of love and life resonates with the public. This activity has been successfully concluded by the end of 11 this year. In 2011, mercury may continue the pattern, and may use other forms to promote its brand. In any case, it is essential for consumers to feel the influence and affinity of the brand.

In terms of brand management concept, we still dare not talk about any experience. After all, the brand is still learning, exploring and perfecting. Each enterprise is facing different situations. At present, mercury is catching up with the market and developing brand marketing. At the same time, it takes R & D and design as the two wings to integrate the supply chain. For mercury, it is very important to continuously enhance brand awareness, set up corporate image, continue to build products' affinity, applicability, high cost performance, high added value and high convenience.

Chinese and foreign mashup for brand mention

Yuan Ling, brand director of Hongkong shark International Group Co., Ltd.

Q: this year, new channels are developing rapidly, such as Taobao and other electronic commerce, as well as apple IPAD, IPHONE and other terminal electronic products. How does shark use the new media?

A: we are very concerned about the development of new channels. At present, the sales of home textile products are increasing. I think developing online shopping business means not only opening a store in Taobao mall, but also thinking more about how to combine the network and the two entities so as to win the brand development. We are conducting a network market survey and will open up online sales business at the right time. From the point of view of brand development, this year we have identified a theme for our own brands: breakthroughs, requiring brands to break through business ideas, break through their sense of action, and complete breakthroughs from single performance to collective profit. From the point of view of management, we have to change the status of traders in the past, and can not wait for business to come to the door. We should use various marketing activities and quality services to attract consumers.

Looking back on brand management throughout the year, innovation has always been our goal. At the ninety-second session, Sha shark took the theme of "Xian Lin Lin" as the theme, won the praise both inside and outside the industry, and made great achievements in small investment. At the sixteenth China international home textile exhibition, Shah shark became a low carbon practitioner. From booth arrangement to product display, he emphasized green and environmental protection. In addition, in terminal marketing, this year we launched a series of activities to give back to consumers in conjunction with Expo theme. During the Expo, consumers who bought Shah shark products had the opportunity to get travel opportunities and Expo tickets, bringing brand sales and reputation to a bumper harvest. In addition, in the normal sales promotion activities, we broke through the traditional form and carried out bold innovation. Usually, home textile brands give their products to old customers, such as quilt and towel boxes. Because our brand positioning is new luxury, we decide to give the international luxury brands such as LV, CHANEL and DIOR to customers. This measure has achieved very good results and has unconsciously promoted the brand grade.