Domestic Shoes And Clothing Brands Fall In Love With "Grass Roots" Marketing

"My dream is just beginning."

The hero in the dream of micro film "the dream on the ridge" has been recognized in the stage of the talent show through his own efforts, and the Jinjiang Golden Rooster dress has been recognized by millions of netizens through such a sentence.

Celebrity endorsement was once a sharp weapon of brand promotion in Quanzhou enterprises. But now, under the management environment of increasing market competition and increasingly tight capital chain, they begin to change strategy.

When the show shows a global trend of watching, the brand gradually realizes the power of grass roots.

Grassroots stars become brand new favorites

The dream of the micro film "the ridge on the ridge" is only 6 minutes short, but since the China's Got Talent champion Zhuo Jun was taken as the leading actor, it reflects a grassroots struggle story, which resonates with netizens, and has received more than a million hits in the first week.

Previously, PEAK's first micro film was launched by "grass roots".

"On the Internet, the amount of demand has been accumulated nearly 10 million times, and the clicks of the three point twist cup have reached millions of times.

The film "hope tree", which is being taken by Nash's costume, is also featured by grassroots stars.

As early as two years ago, many shoe and clothing enterprises including Qipai, seven wolves, CABBEEN, Anta and XTEP China began to "test the water" grassroots marketing.

Anta launched the CBA grassroots draft program in 2010 to help ordinary young people achieve their goals.

To the star's dream.

According to relevant sources, Anta's latest TV advertising film will also abandon stars, the protagonists are just ordinary people.

XTEP has also been a full sponsor of the small cost movie "play cool youth", which invested 1 million yuan.

"Grassroots stars can pfer from the ordinary spirit and the pursuit of dreams to more people, to a certain extent, in line with the spiritual needs of the general population in this era. Compared with the big stars, the popularity is not enough, but it can cause more resonance and conforms to the needs of brand communication."

Lin Dongliang, President of Quanzhou Brand Research Association, said.

Marketing approach is close to grass roots temperament

On the one hand, the grassroots stars are launched; on the other hand, they are

As a result, enterprises have begun to look for the grassroots temperament that fits the brand.

On the eve of November 11, 2011, the men's brand seven wolves network "married" Taobao's hot trend brand seven grid, and on the Internet for 7 days, "water feast", through the distribution of high coupons and thousands of free postage gifts and netizens hot interaction, no doubt can be called a grass-roots spirit of marketing innovation.

"When Ge Ge meets wolf" has produced the magical effect, in October 24th only 30 days only 7 days, seven wolves and seven grid "network big marriage" activity page browsing volume achieves 6 times, Juhuasuan's sales of the two shops reached tens of millions of yuan that day, set two stores Juhuasuan new high.

The power of grass root marketing is being strengthened.

In 2009, Quanzhou's children's shoe brand Fick opened the "National Children's choice endorsement" tour, through the selection of children's spokesperson in the whole country, to strengthen the brand's attention in children; and he is also ready to launch the spokesperson election in the country this year, preparing to choose 5 "star" to match the "5 small dragons" animation image to endorse the brand.

Some brands that originally signed big stars also began to turn to "grass roots".

This pformation took place not just in Quanzhou, but the domestic fashion brand POLICE signed George Clooney and David Beckham as spokesmen for its image a few years ago. At the beginning of this year, POLICE officially launched the campaign of selecting the image ambassador of China. Henan Wanxi Pharmaceutical Co., Ltd. formally launched the national lunar election campaign in March 26th last year, following the expiration of its monthly agreement with S.H.E.

Comprehensive consideration of costs and benefits

"Grassroots marketing can be a supplement to celebrity endorsements."

Lin Dongliang said, "every brand asks for stars. The ultimate result is that the cost of celebrity endorsements is rising. Sometimes it is worth tens of millions of dollars, but the value of the brand may not be promoted accordingly, and the price of star endorsement is decreasing."

It is understood that "big cards can not afford to play, small cards have no effect" has become a major predicament faced by many small and medium enterprises in brand promotion.

"The grass-roots endorsement cost is low, and some can be as long as several thousand yuan or tens of thousands of yuan. The money saved can avoid the shortage of funds caused by sports brand investment in increasing product research and development, channel construction and other related aspects."

PEAK related people pointed out that in the pursuit of personality and novelty, the public had a certain aesthetic fatigue for the star's leading players. The emergence of grass roots is satisfying their psychology and often attracts more people's attention.

It is understood that the grass roots as the protagonist of the micro film, the cost is generally around about one hundred thousand yuan, click through rate has reached several million, "down to complete a brand deep implantation, less than 0.1 yuan."

"However, the enterprise should also consider whether the overall image of the grass root is in line with the demands of the brand product and the image of the enterprise when the grassroots marketing is enabled, and the cost and income should be taken into consideration to avoid blindly following the wind."

Lin Dongliang reminded.