He Haiming: The Dissemination Of Clothing Brand Is Rich In Culture.

My speech is divided into two parts, one is the case of brand communication in Chinese clothing enterprises.

Bosideng boss came to the conference on the 20 day, and it was newly launched "autumn".

Bosideng has locked the weather forecast for 10 years in our CCTV. He thinks the weather is sensitive and has something to do with his clothes. So we are doing this industry. When the weather is hot, they don't feel very good. They still hope the weather is cold.

Bosideng accounted for 40% of the total sales of the down market clothing in the world in 2010, accounting for 15 billion 800 million of the total sales in the country, and became the pronoun of down garments. The world's most valuable brand list ranked first in the apparel industry with 20 billion 660 million yuan brand value. 1/3

This case illustrates that

Let's look at the case of second garment companies and focus on creating miracles.

There is a core value of "power fighter". Their boss says, "one person can do a good job in a lifetime."

So since his establishment in 80 years, he has basically positioned himself to focus on jackets for 30 years, focusing on the jacket, and the focus of brand communication and product research is on jackets.

In brand communication, it is devoted to sports marketing. Up to now, it has been 9 years, the sponsorship of Sunday's boxing live broadcast, the advertising broadcast of the three World Cup and a 08 year Olympic Games, of course, in 2012.

Let's take a look at Hai Lan's home again.

Hai Lan's home is located in a man's wardrobe. It visits two times a year. It provides all the products of adult men from head to toe, from inside to outside, from winter to summer, from formal to casual wear. Each product has nearly 50 fabrics and colors to choose from. Each size has three types: standard, fat and fat.

When I first started, I still had doubts about it. So many products of choice, how could I go to your home of Hai Lan, but his mode was very characteristic. From circulation to factory, we realized the brand idea of high quality and medium price.

Shopping is automatic. Unless necessary, the service staff will start to offer you services, and generally let you choose your own.

In addition, its marketing proposition, shouting "two times a year to visit the home of Hai Lan", is not weekly or monthly, so positioning in China is relatively distinctive, it should be said to be very original.

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The spread of its choice is a specimen after the news broadcast. It used to be 5 seconds, now is 7.5 seconds, next year will be 10 seconds, and CCTV2's high-end financial column "dialogue", this is his insisting on such a spread for many years.

In less than 10 years, its number of stores has reached more than 1600. Last year, its sales volume was 4 billion. This year's sales volume can exceed 6 billion, and it has become the leading brand of men's clothing industry.

Of course, this Hai Lan House has other agents' foreign brands, and provides fabric for itself, but it can make the brand of Hai Lan home to such a degree. This is what many of our industry did not expect.

This case shows that brand communication is better than that of China's market. We have a market share of more than one billion people.

Let's see another Kimberley diamond.

It launched the exclusive agency system in 95 years and launched the six guarantees service quality. In 2001, it started pushing high quality diamonds.

Kimberley diamond boss speaks very plain, in the CCTV launch is the overall image enhancement, people found that in this period of time advertising is certainly the industry's number one brand, is the symbol of the strength of the enterprise, is the first to visit the CCTV golden section brand.

In the past three years, Kimberley has grown from a regional enterprise to the south of the Yangtze River, and now extends to the north of the Yangtze River.

Franchisees from 09 years to 500 now 720, sales increased from about 1000000000 to 3 billion, an annual growth rate of 100%.

Now in Beijing new world, Guotai and other shopping malls, are preparing to build top clubs.

This case shows that brand communication is mainly in the lead. In fact, we have many subdivision clothing and clothing brands, so long as we focus on marketing, we will achieve great success as long as we take a step ahead of others.

Let's look at LV again, culture makes the brand more powerful.

It is a 60 second advertisement. Basically, there is no dubbing in the advertisement, it is all music. The brand culture advocated by it is intended to show the connotation of the big brand.

So in media selection, it is picky, such as choosing CCTV-2. He thinks this is a crowd with strong audience, culture level and purchasing power. Advertising film is also a choice.

As we all know, LV has been pursuing the philosophy of travel. No matter what the beginning of the suitcase, or today's scarves, watches, pens are exquisite, quality and comfort.

Luxury is derived from travel.

In 2010, China has become the second largest buyer in the world luxury market, buying the most LV in the world.

This case shows that our brand communication is rich in culture.

The concept of cultural brand that endows LV with brand communication is very effective after the broadcast.

Next, I will introduce the 2012 advertising opportunities of CCTV.

At the end of October, there were 29 press stations in the country, 7 overseas press stations, 66 overseas press stations and 5 overseas sub stations. At the end of the year, we were completed in North America and Africa.

Our international communication strategy has landed in 156 countries and regions of the global international channel. This number exceeds more than 120 of NHK, more than 110 of NBC, and more than 50 of Al Jazeera. It is second only to CNN and BBC in many places.

After three years of news layout reform, our skeleton, face and temperament have been greatly improved.

We broadcast a wider platform, with four major news platforms, including integrated channels, news channels, Chinese international channels and English news channels. We have the first international video publishing platform for Chinese language media. We report faster. We want to ensure that CCTV reporters first appeared in hot spots at home and abroad. For example, yesterday, Al-qaddafi was shot dead in Libya. Our reporter first appeared in his city. Ben Laden was killed, Norway exploded, Libya war and so on. Japan's nuclear radiation has CCTV reporters running on different lines.

Ratings were larger. In the first half of this year, current events accounted for 12.84% of all ratings, while news broadcast and focus interview had an increase of 20% and 8% over the previous year.

We are moving towards world-class media.

There are 23 program centers at present. We have 37 channels, 253 public channels and 12 paid channels.

The program is decentralized and the advertising is unified.

CCTV programs are distributed by different channels according to the channel system, and advertisements are managed uniformly by advertising centers. This is a mature business model of the market economy.

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We are bidding online tomorrow. Our CCTV advertising tender is briefly introduced in three stages.

The 94 year -05 is mainly the tender of gold section.

06-08 is the tender for gold resources, such as the world cup, Spring Festival Gala and green song competition.

From 09 years, we began to tender for the pre-sale. In 2011, the tendering is generally three modes: Online tendering, on-site bidding and signing subscription. In 2012, we will hold a promotion meeting in Beijing in September 20th. We will invite online tenders tomorrow, and invite tenders in November 8th.

China is the world's production base and the world's factory. We believe that it will also become the world's clothing brand base in the future.