Happy Marketing -- Brand Pformation Of Eastern Camel'S Heavy Punches

"GOHAPPY!

"Happy to do", with this simple but joyful advertising slogan, in August 29, 2011, Taicang, Jiangsu, has a well-known leisure.

At the press conference, Fahrenheit and camel "happy child", a combination of real and animated images, delivered a relaxed, humorous and healthy mood to the more than 800 franchisees and more than 30 popular fashion and industry media.

And the eastern camel highlights.

Life that knows how to share is joyful.

As Mr. Li Hongwei, the young general manager of the Oriental camel (China) Co., said, this conference is not only the appearance of the brand new positioning, but also to share the concept of happy life with the national partners, creating a sustained development platform for the franchisees who have worked with the East camels for many years, bringing new business opportunities and new opportunities for the new friends who are willing to join the "happy marketing".

After many years of pioneering work, the eastern camel has created a new philosophy of leisure clothing management with "happy" humanized brand positioning.

Sustainable development: the road of pformation of Eastern camels

In the domestic two, the line city has the high reputation and the reputation, has the advantage of the East Asian camel which has the cost-effective performance than the local similar brand, at present in the more than 10 provinces (cities) of China has altogether more than 800 stores.

How to better meet the growth needs of the large number of young consumer groups after 80 is the fundamental pformation of the eastern camel.

In the past three months, the in-depth study of the national regional market has been carried out from three aspects: "industry and industry changes", "competitors' status quo" and "their own status quo". After that, the eastern camel began to fully implement the strategy of pformation towards the post 85 market.

The changes in industry and industry are pregnant with huge consumption opportunities in casual clothing market.

According to the relevant data, the size of China's casual wear market in 2009 was nearly 500 billion yuan, and it is estimated that the size of China's casual wear market will exceed 700 billion yuan by 2013.

At the same time, the brand consumption foundation of the two or three tier cities is formed. The process of urbanization promotes the consumption of the cities under three levels, and 80, the personalized consumption demand after 90 becomes the main force of consumption.

For the casual wear market, this stage has come to the stage of brand operation and multi style, multi category and differentiated polarization management mode.

Facing the leisure wear market with rich consumption potential, through the investigation of ZARA, H&M, UNIQLO and other international fast fashion brands and domestic competitive brands, and the analysis of the current situation of the eastern camels, it is shown that to accelerate the development of the brand, clear brand positioning and unique brand value proposition are very critical and primary business strategies. The key to the pformation of the eastern camel is to establish the differentiated positioning of the Oriental camel brand.

Brand positioning: GOHAPPY! Happy to do.

How can we really tap the spiritual needs of young consumer groups and embody their spiritual resonance with them in the current situation of tide brand personality advocating popularity?

The target group of Oriental camel brand is 85 years old, 16 years old, -25 years old, new generation of consumer groups. They are eager to have more fun in their life, and they are constantly looking for the fashionable language of happy life.

Through scientific and meticulous market research, orient camel brand positioning "Le AI life", put forward "happy" as the core value, hope to "happy life" active and healthy brand attitude, set up young people's self-confidence attitude towards life; with the humorous, humorous and witty personification of animated cartoon images shared by "happy child", bring young people's little joy and little surprise, dig deep into the young people's inner life's entertainment spirit; and advocate the "GOHAPPY! Happy to do" life proposition, create the emotional carrier for 85 young people to disseminate creative life, drama life and share happiness.

Color marketing is one of the important strategies after the relocation of the eastern camel brand.

According to relevant statistics, styles and colors are the focus of attention when consumers buy clothes.

The eastern camel found in the survey that the two or three line cities had fewer entertainment ways, and life was rather plain.

And in the two or three line market, there is no special clothing brand that is separated by "color".

"Collocalism" will be the differentiated visual merchandising strategy after the eastern camel brand pformation is divided into other brands.

Happiness is brand attitude, and rich and bright colors are the source of happiness.

The eastern camel hopes to create brand differentiation competitive value through color, and in the two or three line city, touches the sensitive and rich inner world of consumers by product and terminal marketing strategy, and affects and inspires the happiness and relaxation of consumers.

Long term planning: four strategies to support brand pformation

The repositioning of the eastern camel market is still dominated by two and line cities, and has established a strategy for developing the market in the key areas of the brand to further promote the unique competitive advantage.

To this end, the eastern camel has set up a three year development plan to develop the leading brand of the Chinese casual clothing market with annual sales of 4 billion from the leisure apparel brand in the regional market.

The eastern camels are fighting hard in the following four aspects: brand image, dissemination and popularization, talent introduction and capital operation, so as to build a guarantee mechanism for the successful implementation of the pformation strategy.

Brand image remodeling, giving the support of the big support.

The brand new image spokesperson signed 85 after the signing of the Fahrenheit singing group with high popularity and youthful health image, and the first in the domestic leisure apparel industry launched humorous, positive animation cartoon camel "happy boy".

The communication promotion strategy based on brand new positioning will enhance the interaction, appearance rate and multimedia dissemination of the eastern camel image spokesperson and anime image spokesperson.

The combination of reality and virtual two will be creative in the TV stations, websites, print media and other multimedia together. At the same time, combined with the interactive activities of the terminal market, the core value of "Le AI life" will be concentrated and continuously spread, so that the Oriental camel full of happy colors will bring the real life space to them after 85 of the Internet era.

In addition, the eastern camel has recently introduced high-quality personnel from various positions such as management and marketing. In implementing the talent optimization project, the eastern camel has deeply cooperated with the capital market.

The eastern camel aims to achieve a steady increase in annual sales 45%~50% through the efforts of the perfect brand team building and the efforts of the national franchisees. In three years, the direct and franchised stores will be expanded from more than 800 to 2000.

In the 11 years since its establishment, the eastern camel has been sticking to its own path in a pragmatic manner and has established a solid franchise system throughout the country.

After the pformation of the brand, the Orient camel will carry out the regional agent mainly, the single store is supplemented by the marketing strategy, and strengthens the training and service to the franchisees and agents.

The new positioning of the eastern camel will be "happy to do" this very happy mode of marketing, the rapid upgrading of brand value to each franchisee, the eastern camel in the sharing of partners for the establishment of a win-win cooperation mechanism for sustainable development.

After three years, the Oriental camel will become the fashion label after 85 in China's casual wear market.