Do Metersbonwe, Semir And Other Clothing Brands Burn The Marketing Route?

"Transformers 3" has been suspended for a long time, but every time we look back on the plot, we are impressed by the new car owners' natural enemies, the mad mechanical monster "shock wave".

Of course, there are also some of the male leading actors wearing the MTS bond's T-shirt, which has a lot of thunder implanted advertisements.

Sian Labov, the hero, is in the passion drama.

According to foreign film professional Hollywood reporter, the film has attracted $more than 900 million in the world, of which nearly 100 million yuan has been released on the first day of China's opening day. It has not only become the most popular one in the series, but even exceeded the best record of "Afanda" on the first day.

There is no denying the high box office and commercial value of Transformers 3. However, is it worth investing in the 8 digit investment of the United States? 08, the financial crisis has not dissipated. Many small and medium-sized enterprises have fallen into financial difficulties. Will the enterprises that burn the money marketing route continue?

"Do not take the unusual road"

The United States has always taken the marketing route of "spending money never softens".

In 2001, based on the business model of "virtual operation", the United States launched the quality management project, improving the management quality from the brand image, product design and production procurement, logistics, market development, sales service and information management.

On the promotion of brand image, the company uses brand image spokesperson, creative brand promotion public relations activities and all-around brand image advertising, combined with the strategy of opening up a large brand image shop, and rapidly promotes brand awareness and reputation.

Since the beginning of 2003, Jay Chou, Angela Chang, Willber Pan, Aaron Kwok, Lin Chiling and other stars have become spokesmen for the products of the United States.

Among them, Jay Chou has been 9 years old.

In August 28, 2008, the A shares of the US group were listed on the Shenzhen Stock Exchange.

At the same time, the United States has launched a brand new brand "ME&CITY" to test the water high-end clothing, expand the new sales market.

He also invited the hero Wentworth Miller and the half blood model Bruna Tenorio as the spokesperson of the brand new "ME&CITY".

In addition, since its establishment, it has invested a lot of money in major media, and has launched a series of advertising and business activities.

Time seems to prove that the high investment of mus bond is not in vain.

In 2004 and 2005, "mus and bang Wei" was named "the most popular clothing brand of Chinese youth" for two consecutive years. It was awarded the "2003/2004 China clothing brand annual Marketing Award" and "the most satisfactory brand of Chinese female consumers".

In 2006, it was awarded the "2004/2005 China clothing brand annual planning Award" and "the 2006 Chinese university student favorite brand award". Meanwhile, the "Mts. Bang Wei" trademark was identified as China's well-known trademark.

Because of the good reaction of the market, in the "Hu Run clothing rich list" rating, 2008-2010 years, the "clothing King", the United States family of Limited by Share Ltd chairman of the Zhou Chengjian family is the three consecutive year, won the "Hu Run clothing rich list" the richest person.

Although the Zhou Chengjian family fell back to second in 2011, its wealth increased by 41% to 30 billion 500 million last year.

It has become a common road.

In the 2011 "Hu Run clothing rich list" evaluation, Qiu Guang and the family relied on the successful listing of Semir, surpassing the Zhou Chengjian family in one go, and became the richest clothing for the first time by the total assets of 33 billion.

Looking back at the history of Semir, Semir is also a big seller of burning money.

In the past more than 10 years, Semir has launched a series of actions, such as "new products, new images, new endorsements, new policies and new models".

In 2003, he hired Nicholas Tse, Hongkong's little heavenly king, and then invited TWINS to join him in 2004. He used the three youthful stars of the song and shadow as Semir's brand image spokesperson.

In 2009, "Semir" formally joined hands. Nowadays, the most popular idol of the three sides of the Taiwan Strait is Show Luo and the Super Junior-M, a popular idol group between China and South Korea.

In December 18, 2011, coincided with the 15th anniversary of Semir's founding, Lee Min Ho, a Korean movie star who had been playing the role of Li Runcheng in the Korean drama "City Hunter", attended the celebration ceremony held at the Shanghai World Expo Center. He formally announced that Lee Min Ho became the endorsement of Semir brand. The business activities around Lee Min Ho also inspired many 80 and post-90 consumer groups to pay close attention to Semir's enthusiasm.

However, since the first garment company invited celebrities to speak for themselves, people quickly followed suit and showed no signs of weakness. As if there was no star help, it seemed that the strength of the enterprises was not enough, and the brands could not go up to the same level.

The news birds have been heavily involved in hiring Simon Yam, Richie Ren, Louis Koo and other stars as spokesmen for the image. "Roman" invited Pu Cunxin and Andy Lau; "YOUNGOR" moved to Kris Phillips.

In the atmosphere of burning money, the industry has turned a whirlwind of celebrity spokesmen and is becoming increasingly fierce.

At the same time, the cost of advertising is also increasing.

According to industry sources, clothing companies become the protagonist of the 2010 World Cup South Africa CCTV tournament advertising, the men's clothing for the powerful man paid 76 million yuan advertising fee, Jomoo also invested about 30 million Yuan Wang......

The war of burning money marketing continues.

European Cup, European country London Olympic Games, American presidential election and Taiwan general election...

In 2012, it was destined to be the major brand marketing year. Many shoe and clothing enterprises including seven wolves, seven cards, Li Lang, XTEP, Anta and so on are also competing for the next ten thousand yuan advertising plan of CCTV and other major media next year.

Cool thinking

With the enhancement of brand awareness of Chinese clothing enterprises, enterprises are paying more and more attention to them.

Celebrity spokesperson, as the name suggests, should use the healthy image of stars to show the direction of corporate brand culture.

However, the same money for spokesperson to brand marketing, international brand money seems to be more valuable than we spend.

When Yao Ming appeared in public, he must drink Coca-Cola, not Pepsi Cola; Kobe had to wear NIKE's basketball shoes when participating in any open competition. When he had to wear other brand sports shoes, the brand of the sneakers must be completely covered. Maggie Cheung became the spokesman of French fashion Jean-LouisSee and had been wearing the brand in public activities.

Domestic garment enterprises did not form "exclusivity" specificity and exclusiveness.

Lin Chiling, the latest image spokeswoman of the US group, has also endorsed a lot of brands such as Lining and Yuet Huo. Lin Chiling is getting more and more popular, and the public still can not distinguish the meaning of the spokesperson of the US and the Lining.

It is reported that ZARA, H&M and other international apparel brand advertising investment is very moderate, and rarely invited star endorsement.

It is undeniable that celebrity endorsement and advertising investment are the marketing channels that domestic apparel brands rely on at present.

But it is also necessary for enterprises to make better use of the "good medicine" of celebrities and advertisements, using rationality and wisdom as the "medicine guide", so as to ensure the full operation of the industrial chain and make full use of its medicinal value and achieve safe, non-toxic side effects.

Since the beginning of 2011, China's Wenzhou, Dongguan, Shenzhen and other garment export enterprises have gathered some news about the closure of some small and medium-sized garment enterprises, which has aroused the speculation that the garment industry has been caught in the "collapse tide".

Despite the fact that the failure of the collapse has been overstated, the difficulties faced by SMEs in their growth, such as financing difficulties, high cost of loans and the risk of private lending, can not be ignored.

Authoritative survey of China's famous garment manufacturing city of Pinghu, Zhejiang, showed that in 2011 1-5, 78 of the 167 large-scale garment enterprises in Pinghu were losing money, losing 46.7%, nearly half, and the losses of major loss companies were close to 1 hundred million, an increase of 143% compared with the same period last year.

Among the profitable enterprises, profit margins have been affected by factors such as rising labor costs, which has dropped to about 5% in the past 15% years.

At present, clothing enterprises are faced with financing difficulties. Banks or private financing channels need to pay a lot of costs and need to take a lot of risks.

According to the intensive research conducted by the National Federation of industry and Commerce in 16 provinces and small and medium enterprises, it is found that the current situation of small and medium-sized enterprises is relatively affected by the increase of raw material prices, labor shortage, electricity shortage, financing difficulties and exchange rate changes.

According to the survey, there are more than 200 garment factories in Wenzhou, Ningbo and other places, most of which are 50 to 100 small businesses.

According to the analysis of the industry, there are many reasons for the closure. Some factories are pressed down. The more intermediate links are, the more vulnerable they are. If only one of them is broken, the foundries will suffer.

Once there is a risk in the foundries, there will be virtually no operation of the "virtual operation" brand, such as meta S & B, Semir and so on.

Insiders pointed out that the problem of capital needs the whole industry chain to face.

The powerful clothing enterprises should make rational use of stars and advertising effects, and should build a long-term contractual relationship with their own small and medium-sized enterprises in the long term, from the perspective of the whole industrial chain, or join several large powerful enterprises to set up a similar fund organization, so as to help SMEs with their financial difficulties.