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Will "Star Money" Dress Seduce You?

2011/1/15 9:09:00 193

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Majors in Han Guodong's gate area

market

There is such a phenomenon: in selling jeans and casual wear shops, some shopkeepers will write the names of the most popular idol stars in South Korea, such as Lee Hyolee and Son Ye Jin, in order to tell consumers that this style is worn by a popular star, and some will also take photos of the stars wearing this dress.

The reporter found that this kind of terminal marketing method that uses star benefit to sell is very popular in Korea, and consumers are willing to pay for it.

Star money

"Clothing.

To this end, the reporter invited a number of people in the industry, including brand executives, clothing dealers,

brand

Experts, as well as the marketing people in the clothing industry of Korea, analyzed the reasons for the popularity of this phenomenon in the Korean market, and focused on the influence of this marketing method on the Chinese market and the terminal retailers, and also discussed their prospects and disadvantages.

Moderator: reporter Zhang Qiuying

Chen Yiyun, President of Shenzhen poly Arts Industrial Co., Ltd.

Wang Xiangsheng, chairman of international brand development management center

Zheng Minjing, director of marketing at ANDWEAR, Korea

Necline, the northern market agent of women's wear, Dong Zhibin.

Question 1

Is there any way of marketing star money in China?

Chen Yiyun: I am not sure about the situation in Beijing or Shanghai, but at least I haven't found it in Guangzhou, which I am familiar with.

Wang Xiangsheng: as far as I know, it seems not yet.

Dong Zhibin: I saw a similar shop in Shenzhen. I met by accident. It was probably a shop with 60 square meters.

What I remember most clearly was that the shop was selling a Reebok sneaker, and the shopkeeper said Yao Ming walked through it.

Zheng Minjing: I've been to China many times, but I haven't seen the marketing mode of "Chinese style" star money.

Just in some clothing markets, we saw a sporadic example of the marketing of street photos taken by Korean pop stars.

Reporter's line of vision:

It seems that "star money" marketing has not yet started in China, or very few.

But this problem is like two people who sell shoes to the African land where everyone does not wear shoes. One feels there is no market at all, and the other sees a vast expanse of treasure to be exploited.

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Question two

Why can "star style" marketing be so popular in South Korea?

Zheng Minjing: at present, the fashion terminal retail mode that uses star effect for marketing is very popular in South Korea, and it is very popular.

Especially for young people, they like to catch up with stars, like to be original and show off, so this kind of Star Marketing attracts their attention more, and they are happy to buy it.

Some celebrities are sponsored by famous brands or have cooperation with them. As long as they show up in public, wearing the brand clothing will produce a public demonstration benefit, and this dress will also become a hot selling product.

In fact, not only clothing, but also in South Korea, such as hairstyles, handbags, shoes and glasses, will become popular because of the star effect.

From the consumer's point of view, star costumes are not only cheap, but also of quality. At such a high cost performance, they can satisfy their vanity, which seems to have become a big star, so it's easy to fall into the trap of marketing.

Although star costumes may involve copying and other issues, imitation is the foundation of creation at many times, and this phenomenon may also become a big stimulant for the current garment companies which are not very prosperous.

Wang Xiangsheng: there may be two situations: the first case is that this style and style may be similar to that of a certain star. Then, after seeing this style, the producer may modify it slightly, and then hit "a certain star" to cross it, so as to attract consumers.

The second situation is that maybe a star actually passes through the brand's clothing, but because it is not the spokesman of the brand, it is just the star's personal preference.

Now that consumers are mature, especially in South Korea and other more fashionable areas, ordinary consumers may not care about which brand they are, nor do they care about which brand the star wears. They just notice that this is the style and style of the stars, and the feeling of the stars is not the brand.

Chen Yiyun: I personally think that compared with the overseas ones, or the Korean idol stars, most of the Chinese performing stars are not able to dress with their tastes.

Most Chinese stars rely on behind the scenes teams to pack themselves, and generally on major occasions or attending grand events, as usual, in private, it is not easy to wear the "fan children" that can lead the trend with convenience. This leads to the Chinese star's style of dressing and matching, which does not necessarily have enough appeal to the public to imitate.

Moreover, Korean idol stars are very personal and can easily wear "fan children".

Chinese celebrities, except for a few of them, such as Faye Wong, have a strong atmosphere and fashion appeal, others can hardly make the public willing to follow suit.

Even if you accept the star, you will not necessarily accept her style of dressing, because the public may see them dress up for a while, and then lose their standard.

Reporter's line of vision:

The purchase of consumers is the biggest driving force of the market, so long as consumers love it, dealers will never miss any opportunity.

Whoever grasped the heart of God, he leveraged the money bag tightly covered.

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Question three

Does this terminal marketing mode have a reference for Chinese distributors? Will there be a market in China?

Wang Xiangsheng: maybe.

For example, for example, many fashion magazines may have such a content now -- recommend a style, and attach a note next to it.

This really reflects the enthusiasm of ordinary consumers for star money.

Dong Zhibin: personally, I think this model has a market in China.

First of all, nowadays young people, especially after 90, prefer these things related to stars, including clothing, and they all see what stars wear and what they want to wear.

Nowadays, young people in China are not less popular with stars than any other country. Even their love for celebrities is almost worshiping. So this way of using the stars' benefits to sell terminals is easy to catch the purchasing psychology of young people.

Second, this will play a certain role in the fashion trend.

Because stars definitely reflect the most popular styles and styles of the moment, and stars often come in and out on various international occasions, and often wear the latest styles of the world's major brands, so popularly speaking, the star sales of terminal sales can make domestic consumers more and more directly exposed to the latest fashions in the world.

Finally, to a certain extent, it can even promote the design concept of Chinese designers, which is related to the second point, because this marketing mode has led to the trend of popular fashion, and the trend and preferences of the public will be fed back to domestic designers, which indirectly promotes the final presentation of the design concepts and design works of domestic designers.

Zheng Minjing: to say the reference to China, I personally feel that the current "Korean wave" still has a great influence in China, and in some large clothing sales market, I also see the phenomenon of Star Marketing similar to that in the East Gate market of Korea, but it is limited to completely copying the Korean model, and even the stars are Korean stars.

This is a sign that at least it shows that there is a market for this kind of marketing in China. Maybe in the future, there will be similar marketing in China's clothing retail terminal.

Reporter's line of vision:

Although "fashion is without borders", "one side is water and soil, one side".

Specifically, a certain trend is still compatible with the local cultural atmosphere and local customs.

South Korea's specific entertainment culture and its unique public aesthetic determines that "star money" has strong allure in Korean consumers.

Question four

What are the disadvantages of this marketing method?

Chen Yiyun: the clothing store owner takes the stars to carry on the marketing, gains the customer's eyeball and the expense, whether the star personally knows whether they allow this kind of way, this I have the question.

Another is whether it will be prosecuted by celebrities, which involves the issue of disguised endorsement.

Dong Zhibin: most of the costumes of the stars are high-end garments or advanced customization. Those stars sold outside are basically impossible to achieve this standard, so for the high-end customers, they may disdain it.

This "star money" attracts more young stars, so this leads to a limited customer base.

The limited customer base will hinder the further development of producers and distributors.

"Star money" means "star catching" and "fashion". Many versions are like a meteor, and the risk of dealers is bound to increase. This is why many dealers will attach the word "limited edition" when they launch "star money". In fact, it is for the sake of greater sales promotion, because the small amount and fast change of the version often lead to a short period of popularity of a garment, resulting in high inventory pressure.

Finally, this terminal marketing inevitably involves the "high imitation". Although this is a kind of market phenomenon that can not be evaded at present, but from the long-term perspective, the living space of "high imitation" may be smaller and smaller.

Reporter's line of vision:

Advantages and disadvantages are like two sides of a coin. They are always accompanied by each other.

When we see the great benefits of a pattern, we should also think of its "negative effects". How to choose between the two and balance the pros and cons is a test of wisdom.