CHIC2011: Scene Marketing Promotes Brand'S Soft Power

What does the post crisis era mean? The survival of the strong and the survival of the fittest?

In the new year, the domestic clothing brands are facing the weak consumption caused by inflation, facing the price increase of raw materials, and the sense of crisis is self-evident.

At the same time, the surge of foreign brands will undoubtedly give domestic consumers more choices. In this form, the psychological standards of domestic consumers are locked in: better and more favorable.

In such a market situation of internal and external attacks, CHIC2011 naturally became the examination room.

Whoever wins in this examination will have better anti crisis ability in this changeable Chinese clothing market.

Chen Dapeng, executive vice president of the China Apparel Association, pointed out: "to achieve" big change "in China's clothing industry, we must first of all think that when people mention Chinese brands, they first associate themselves with" fashion, culture and value "and become stronger in brand associations.

Whether the above blueprint can be realized can be seen in the period of CHIC2011.

Careful observation, each booth is the answer.

Discovering new ways of life

CHIC2011 first attracted my attention to the E2 leisure and fashion sports hall. This exhibition area is undoubtedly one of the hottest pavilions this year. The number of enterprises registered has surged, and the clothing brand has finally increased by 30%~40% compared with that of last year. The brand of "Taiping bird", "Mark Ed Faye", "Viscap", "JASONWOOD", "GXG" and "ALT" will still be there.

"Mark Ed Faye" is brewing a brand new series of young styles. This avant-garde fashion trend is in line with the "better and more favorable" consumption mentality. It will definitely make the fans "scream", and "Bosideng" and "Aconis" cooperate to launch the street head leisure brand "ROCAWEAR". Its prospect is also unanimously optimistic by the industry.

In the context of the continuous subdivision of casual wind and casual clothes, the fashion sports area has become a new place of surprises.

Last year, the "Taiping bird", with its splendor in the exhibition hall, is actively cooperating with the organizers' idea of low cost and low energy consumption, and has launched a new CHIC2011 exhibition scheme with a unique concept.

Ye Hanqi, director of marketing planning of Ningbo Taiping bird clothing company, said in an interview with the newspaper: "as a fashion style brand, it is only passive in displaying goods in the exhibition hall. Only a few days of exhibition time, we must let agents and franchisees see brand new ideas and progress."

E2's compact and dynamic Pavilion is the biggest attraction of its joy, youth and fashion. Its brands include XTEP, Pacific bird, noyd, JASONWOOD, Makwafi Geg, storm, Tony Will, GXG, Zuo, Hua Hua and so on.

How to let people first find themselves in many brands is the proposition that every brand is racking its brains during the CHIC2011 period.

"This time the Taiping bird moved the terminal store display to the exhibition hall, and used three different scenes to show men's different faces.

The Office area is the office scene. When you open the filing cabinet, you find that it is brand clothing. Nightlife is the scene of the bar, and the layout of the bar, bar chair and other props is immersive. Outdoor leisure is illustrated by the old wood, brick wall and other outdoors scenes, and also shows shopping's natural life.

This is the magic of situational marketing.

Mr. Zhou Tong, the famous exhibition training lecturer, has a more professional explanation: "trying on goods is the first level of experience desire, and experiencing the life philosophy and lifestyle advocated by the brand is a higher level of experience desire.

Since it is based on the desire of customers to consume dreams, it should create a certain romantic distance between the real world and the ideal world based on the real life of customers and higher than real life, so as to stimulate the power of customers to realize their dreams.

Military winds lead to outdoor trends.

"The idea of CHIC2011 E2 Pavilion reminds me of the WHO 'S NEXT' visited in Paris a year ago.

The exhibition is permeated with quite a personalized fashion movement, the static exhibition hall of outdoor brand and leisure brand, the exhibition of dynamic personality, and the image of scene marketing everywhere.

E2 did not disappoint us. During CHIC2011, it not only entered the bar but also entered the cruiser.

Wang Lihua, director of sales of Jihua 3543 knitting garments Co., Ltd., received an exclusive interview with this newspaper before the exhibition. He gave a detailed explanation of the first public entry into the chic and the introduction of the military uniform exhibition. "The only characteristic of Jihua is the display of the military uniform of various countries, especially the evolution of Chinese military uniform, and the display of a background wall.

Military elements are popular elements in outdoor products in recent years. Their style represents the strength and persistence of military personnel, as well as a continuation of military culture.

"Military culture is embodied in clothing, but in fact it advocates" peace ".

In our booth display, the sky, desert, jungle and so on form a very peaceful scene, and use such a great atmosphere to foil the stability and progress of military clothing in the era of peace.

Wang Lihua added, "we made a display platform specially, which is a cruiser.

On the cruiser, there is a display of the Chinese Army's military uniform. The momentum is magnificent. I believe the scene will be very interesting. It is a rare opportunity to popularize military uniform knowledge and meet the outdoor enthusiasts' eyeballs.

Situation marketing reveals soft power

Soft power is not empty talk. In the past, due to the large volume of CHIC audience, many supporting facilities were not perfect, and this year there are small rest space and media use area in each pavilion, which adds more information pmission tools such as micro-blog CHIC and wireless value-added services. It also creates a better space for the brand to display scene marketing.

The third step in the AIDCA rule is the Desire rule, which represents the consumer's desire for consumption, or the "dream" of dressing.

If the purpose of the Interest rule is to make customers "feel the truth", the goal of the Desire rule is to let customers "immerse themselves in the world", that is, to create the illusion of entering the theme scene, to germinate and experience desire, so as to enjoy the state after enjoying the brand merchandise.

This remark is a professional commentary by Chow Tong, and it also includes the idea of each brand.

According to the data of increasing professional visits per year, for brands and professional audiences, participation in CHIC is likely to find more opportunities to extend at any time. This shows that CHIC's "market" is not only a pavilion, but a virtual and real "network".

In the future, CHIC's soft power will be more solid.

I recall that some people like to comment on iPhone - beauty is the absolute principle, which is also very suitable for display and display of clothing brands.

Anticipation is always full of imagination, and I hope CHIC2011 will be more promising.