"Xi Li Ge" Clothing: A Marketing Strategy To Take Shortcuts

At the beginning of last year, a net red man was given an unforgettable name "Xi Li Ge" by netizens because of his mixed style and penetrating eyes.

Due to the popularity of netizens, many businesses have taken a fancy to the three words of "Xi Li Ge".

Now, in a large number of businessmen claiming to be working with Xi Li Ge, a company in Shanghai which was formally registered in September 15th last year claimed that it would take Xi Li Ge as its own name. (hereinafter referred to as the Shanghai company)

"Clothing brand directly named after Xi Li Ge is actually a shortcut marketing strategy."

The first textile network editor in chief, Wang Qian said, "but if we are going through Internet marketing, the investment in the early stage will be very huge."

The author found that the registered capital of Shanghai company's business registration is 1 million yuan, mainly engaged in the design and manufacture of clothing and apparel, clothing shoes and hats, needle textiles, leather products, feather products, bags, toys, accessories, handicrafts sales, e-commerce.

On the 30 day of last month, the Shanghai company formally held a news conference to launch the "Xi Li Ge" brand clothing.

But at the scene, Xi Li Ge Cheng Guorong did not appear.

"His life is normal now, but he still can't face so many strangers. He can't adapt to the environment of the press conference."

Zhuang Weiguo, general manager of Shanghai company, said.

A company official told the author that in order to obtain the exclusive contract with Xi Li Ge, "the cost of the contract is very high."

Zhuang Weiguo told the author, "we got the tens of millions of angel investment before we launched the brand, and we also hired the top designers in Italy."

"Tens of millions of pre investment volume for a company's online marketing is not much."

Wang said, "the publicity of Italy designers will probably enhance the sense and quality of clothing design. Second is a gimmick, and the second possibility is greater."

When many businesses want to compete for Xi Li Ge's brand, Zhuang Wei said, "we have already bought the right to pfer Xi Li Ge's trademark."

Reporters found on the website of the State Trademark Office that there are countless individuals and enterprises who have applied for three words of "Xi Li Ge". Nowadays, the trademark registration of Xi Li Ge has officially entered the announcement period. The number one is Ruian Baidu Trademark Agency Co., Ltd.

This trademark application has brought considerable profits to Ruian Baidu trademark agency Limited. Chuang Wei Guo disclosed to the author that it is a very high cost compared with the general trademark application, but the specific amount can not be disclosed.

Although the application of the trademark has entered the notice period, Zhang Tao, a lawyer of Beijing pay law firm, told the author that because the application for registration of "Xi Li Ge" has not been approved by the trademark, it is only the right to apply for the trademark instead of the exclusive right to use the trademark. As for whether the trademark of "Xi Li Ge" can be approved and registered by the State Administration for Industry and commerce, it needs to be audited before it knows.

It is still risky to purchase the right to pfer the trademark without formal registration, but Zhuang Weiguo thought, "once the registration is successful, the price of the trademark will be higher then, and we will not be able to wait for that time."

Meanwhile, the Shanghai company also purchased domain names.

Zhuang Weiguo said, "we will sell Xi Li Ge's clothing through Xi Li Ge's website."

In order to be able to monopolize the "Xi Li Ge" brand, the investment in the early stage is very huge.

"For such a marketing mode, it takes about 2-3 years to make profits."

Wang said this.