Shaping Underwear Brand Begins With Underwear Culture.

The core of brand competition is the competition of brand culture, and the core of culture is philosophy.

At present,

The competition of brand culture is still a representation. Its essence is the contest of brand philosophy between competing enterprises, just like "how far away from thinking can go far", so the practice of brand operator philosophy is also very important.

Then, how to create a brand successfully, how to create a brand culture with sales force, and how to run a good culture?

1, only by having a deep understanding of culture can we achieve better results.

Brand operators should constantly enrich their own cultural knowledge, especially to enhance their understanding of language and characters, just like the context of "creating beauty and giving back to society" advocated by the company's culture, not only do they "cling to the cultural characteristics of underwear" but also euphemistically tell the charm of brand business, and combine with the harmonious culture of the mainstream society and the ideals of our company's gratitude for society and industry, and also the essence of Chinese traditional "harmonious" culture.

Of course, the shaping and management of culture is a long-term process. It also requires creativity, continuous innovation, and the pformation of "cultural power" into "productivity" according to the trend of cultural development, so as to promote sustainable development of enterprises.

2, it is necessary to inject the successful cultural elements into the brand.

We should not only look at brand management only from the perspective of advertising and marketing, but also upgrade the brand to the top and core of culture, that is, to dissect, analyze and integrate brand culture, and to inject successful cultural elements into the brand so as to create new and better theories to guide brand management and practice.

At present, it is easy to see the practice of brand management of many excellent Chinese enterprises. It is easy to find that the brand theory of our underwear industry is obviously behind the brand practice. The biggest problem of brand theory research is that the brand researchers' philosophy is not enough. The research on brand still remains at the level of popular advertising and superficial marketing. Many people are not clear about brand and marketing, and their relationship and essence are unknown. At the same time, many entrepreneurs do not respect the professionalism of brand talents, let alone the cultivation of brand talents, which is not conducive to the construction of brand culture.

3, the essence of business culture is to find a communication point from culture to serve product sales.

We should avoid falling into the trap of "culture". After all, culture is an art. Only aesthetic sense is difficult to become a reason for people to consume products. People will not eat art as bread.

For example, the "paint and drink" event designed by Fu Ya paint aims at highlighting the product's innocuity and environmental protection. If it melts the story into the corporate culture, it will serve as a strong point of persuasion for its customers, so its persuasiveness is very strong.

Therefore, in order to integrate cultural elements into products or brand personalities, in other words, culture as a carrier, mining support points, combining product attributes or service characteristics, and unifying the interests of consumers, and finding outlets to serve product sales, and constantly disseminate and deduce brand culture, so as to truly reflect the value of culture.

For example, most lingerie brands are mainly women bra underwear. The largest range of target consumers is 18-38 years old. Then, the functional characteristics and selling points, marketing strategies, brand culture, brand strategy and brand appeal of products must be focused on the consumption demand, psychological preference, value orientation, fashion trend and cultural resonance of women at this age level, seeking and excavating the selling points, support points, communication points and customer relationship maintenance centers of Jiao Ying brand.

In short, we want to build a sales force.

It is not a simple matter. It is an intricate process of intellectual creation. It is a process of continuous refinement and accumulation. Only by studying the culture deeply and raising it to the height of brand philosophy, can we create a better brand theory of brand management practice and better serve the brand enterprise by using the super theoretical weapon of philosophy, and better serve the brand enterprise. The brand marketing professional manager, as a brand worker, should be more duty bound to work hard for the construction of brand culture.