Brand Strategy Myth

According to reports, Orlando Bloom, who starred in the "Lord of the rings" and "Pirates of the Caribbean," appeared in New York last April 16th, shooting a short film entitled "New York, I love you" (New York, I Love You) in Manhattan last April 16th. wear Blackish green The big coat has a rebellious and unruly side in his mouth. A pair of his feet Gym shoes It is especially eye-catching that this is the leap of Chinese time-honored brand shoes, which was acquired by the French pats Ba and after the acquisition of European and American fashion.

Allegedly, Bloom wore his feet. leap The brand shoes, the production process and the style are exactly the same as that of Chinese people over 30 years ago. The news post is full of people's cry of sorrow, and even raised to the bad taste of Chinese people worshipping foreigners. The conclusion is: Bloom said that his popularity is popular. He wore fashion on his feet for a quarter of an hour, and migrant workers wore their feet on their feet for a lifetime. Forever without fashion.

Coincidentally, once released from the beginning of the liberation to the 1980s, the release shoes, which remained in the thirty years of reform and opening up, still became the low-grade shoes worn by migrant workers to carry cement and sandbags on the construction site. Last year, they were renamed by a foreigner, and became ospop, a favorite brand in the fashion world of Europe and America. According to the China times, Ospop is the abbreviation of "One Small Point of Pride" (a little bit of pride). The founder of the company is Ben Waters from New Jersey, USA. In 2003, Waters went to Shanghai to expand his family's petrochemical business. He soon noticed that Chinese miners, factory workers and farmers mostly wore a rubber sole with a simple word "Gong".

Waters said, "these people are the ones who get things done." He bought a pair of "release shoes" commonly used by Chinese people at the Shanghai kiosk, which is sold in paper bags and sells for less than two dollars per pair.

In China, there are many factories that manufacture and release shoes. The pair bought by Waters is made by the Sirius shoe factory in Wenxian County, Jiaozuo, Henan. With the help of a local partner, he contacted the shoe factory and decided to produce the release shoes for export.

Waters hired a shoe designer to design comfortable insoles, and improved the raw materials, appearance and packaging of shoes. In short, Waters created a shoe that could meet the needs of Western consumers. Ospop shoes are priced at $seventy-five per pair.

Why, then, why is it worth noting that in the eyes of the Chinese people, why do they need to be a brand name casual shoes worth 75 dollars when they are dressed by foreigners?

Core competitiveness of luxury brands: humanistic connotation

It also needs to be explained from the principles and methods of fashion luxury brand creation.

The creation of any luxury brand in the world stems from the founder's personal experience, such as Armani (Armani), Gucci (Gucci), Louis Vuitton (Louis Weedon), Fendi Biga Fendi, Versace. The establishment of every brand is inseparable from the dedication and painstaking efforts of the founders.

Therefore, behind every luxury brand, there will surely be a very touching story about the founder. This story is full of passion, dreams, wisdom, persistence, success, and hardships. And can be deeply understood and accepted by consumers.

Levis (Lee) brand jeans is a typical example. The founder of Levi's, Levi's, is only 1.5 meters tall. It was born in the gold rush of the United States in the early nineteenth Century. At that time, he was poor, young and full of dreams. He followed the gold rush army to the West to clean gold. But because of his short stature, he was often bullied and humiliated by others. At that time, the western region of the United States had no laws and civilizations, and his fist and strength were laws at that time. After suffering many attacks, the weak Levi's had to find another way out. Gold digging is a labor intensity - the global brand network - very high work. The general cloth pants are easily cut and worn by sharp stones. The rough tent that workers used to live in was very easy to be discarded and lost. After seeing this situation, the smart Levi's thought whether it would be cheap and wearable to cut the waste canvas cloth and make it into various sizes. It would surely sell the price well. As expected, because of their wearable, durable and cheap benefits, the trousers were warmly welcomed and favored by the workers at that time. Since then, Levi's has continuously launched various styles, new materials and new styles of jeans. With the passage of time, nearly 100 years of baptism, Levis has finally become the most expensive Cowboy brand in the world.

The story of Levis seems to have been copied by Ospop boss again. Look at the thirty years since the reform and opening up, tens of millions of hardworking, simple and unyielding workers in China's major cities have contributed to their life and value for China's reform and opening up and urban construction. The smart ospop boss seems to have found the commercial machinery. He saw that these Chinese migrant workers are not like the cowboys of the western United States and have dreams of fanatical wealth. Some are just plain wishes for survival, family support and living. They are the great symbols of hard work, struggle and spirit in this era. They are also the quiet, steadfast, responsible and persistent characteristics of the impetuous and materialistic society. In the era of the global economic crisis and the great depression, the Chinese people's spirit of frugality, diligence, steadfast and peace loving is showing an increasingly clear and respectful image of the earth to the people of the world through the increasingly important role of maintaining the stable development of the world economy. And this is the value connotation of ospop's release shoes: one small point of pride (a little pride).

The fact that China has the largest number of manufacturing workers and the largest number of construction workers in the world has established a good reputation and positive image in the minds of the general public in the developed countries such as Europe and the United States. Let sink deeply into the financial tsunami in Europe and the United States, unable to extricate themselves, began to cherish the memory of their ancestors' industrious, courageous and persevering spirit, deeply moved by the spiritual connotation of Chinese migrant workers. The timely launch of ospop just catered to the internal psychological needs of consumers.

Therefore, the profound and conforming humanistic connotation of the spirit of the times plays an indispensable role in supporting the construction of luxury brands in principle, mission and spirit. It is the core value asset of luxury brands.

Image analogy gives fashion elements.

From these brief news reports, we can see that ospop has obvious signs of matching its brand with fashion celebrities. In particular, he mentioned the information of Orlando Bloom's short film wearing ospop and leapfrog shoes in New York, and distributed a Bloom fashion, decadent and exquisite modeling picture. Bloom's image is very classic for audiences who have seen famous films such as the movie "the Lord of the rings" and "Pirates of the Caribbean". Bloom's Elven prince in the Lord of the rings is noble, sincere, brave and kind. Wu Yi is tall, with graceful figure, handsome action, handsome face and clear eyes. He has a lofty status in the eyes of millions of people watching the film in the world. The mental elements contained in him can instantly raise the taste and style of ospop brand to a very high level, especially for some Chinese consumers who are partial to foreign mentality. Effectively promoted the brand value of leap brand, ospop shoes and so on.

Because of the popularity of Bloom's fashion stars, ospop can become the darling of fashion and fashion, and the fashionable shoes recognized and accepted by ordinary consumers.

Professional and meticulous build up the value of the product itself.

Whether it is automobile, clothing or leather goods, it is inseparable from manual design and production. If it can be publicized well, it will certainly be able to rapidly enhance the value of products, such as Armani (Armani) tailor-made, (Rolls-Royce) Rolls-Royce's pure handwork, and so on. Ospop also mentioned in the above article that professional shoe designers should be encouraged to improve their styles, materials and packaging. This has found a reasonable reason for its $75 worth.

The above three points should be able to explain why the low-priced shoes released in China for nearly 30 years, worth only $2, can rise tens of times in price overnight. The key lies in the brand awareness of shoe operators and the soft power of high-end fashion culture.

Just imagine, without the eyes of the ospop boss, without Bloom's star temperament, without the transcendent status of his fashion trend, there is no great success in the world, the Lord of the rings and Pirates of the Caribbean. Ouyang Zhou, a maniac, thinks that Ospopo can't turn gold into gold and turn waste into treasure.