Diversified Marketing And Small Investment To Maximize The Value Of Shoes And Clothing Brands

At this stage, China Shoes and clothing The phenomenon of "Waterloo" has appeared in the economy. New brands of shoes and clothing market are constantly emerging. The brands of small and medium-sized shoe and clothing enterprises can not enter the market, and the competition between them is becoming increasingly indifferent. In the era of rapid development of information transmission, diversified investment in small marketing can further promote the effect of maximizing the value of shoes and clothing brands.

Guests of this session:

Yu Jinjie, marketing director of joy wolf Holdings Ltd.

Zhang Zurong, Putian double Wei sporting goods Co., Ltd. Si Wei Qi brand marketing director

Zheng Yonghui, manager of commodity management department, Jinjiang Yuantong Shoes Co., Ltd., Fujian

　 1. Diversified marketing under different brand positioning and development needs.

Yu Jinjie, marketing director of the company, said in an interview with reporters: "many people believe that entertainment marketing is limited to the invitation of the company to be a spokesperson or attend a product launch. With the decline of the marginal effect of advertising and the increasingly fierce market competition, entertainment marketing pays more attention to the interaction with users through the "star effect", that is, making consumers form perceptual knowledge of products in interesting and interesting events. Entertainment marketing is a marketing way of selling products and establishing loyal customers by making use of entertainment elements or forms to link products with customers' emotions. "

Yu Jinjie told reporters: "the key to entertainment marketing is to make consumers" imperceptibly "accept brand information rather than sell products in a desperate way. Entertainment marketing must combine the current brand positioning and the living habits of consumer groups to achieve the "Trinity" and "interaction" of brand entities, media and consumer groups. In the process of implementing the entertainment marketing mode, the wolf resolutely positioned the brand positioning from traditional sports to trend leisure, and thus established the long-term strategic objective of the "leading brand of fashion leisure". The brand also tends to show more youth, fashion, personality and leisure style, and strive to show the most of every aspect of the brand to consumers. "

Zheng Yonghui, manager of the commodity management department of Jinjiang Yuantong shoe industry Co., Ltd., in Fujian, explained to reporters why entertainment marketing was launched. "The consumer group of Ashikagashita To brand positioning is young people, and the resources of Hunan satellite TV platform are mainly aimed at young people. Ashikagashita To's products are mainly cloth shoes and vulcanized shoes. The consumer groups are mainly young people. At a certain level, the brand positioning of the two parties is consistent with the audience. "

"Si Wei Qi asked the fast daughter Zhang Hanyun to be the image spokesperson of the brand, and the" wet product "concept of sweg, which is a good match for the vulcanized canvas shoes, and to join hands with the image spokesperson to carry out the public welfare marketing is the need of brand development. Public welfare marketing is only part of the brand promotion. "Putian Sunway Sports goods Zhang Zurong, director of brand marketing of Si Wei Qi, said in an interview with reporters.

Two, the benefit of "small investment and big dissemination" in diversified marketing.

1. entertainment marketing helps maximize brand value.

In September 12th this year, the "Star green city" -- the 2013 spring and summer trend show and the star happy meeting "held by Zhengzhou in Henan Zhengzhou is a successful case of entertainment marketing. In view of this activity, the wolf has carried out the multi angle and omnidirectional promotion and dissemination, including the traditional media such as TV, newspapers and magazines, and micro-blog.

Yu Jinjie told reporters: "through this entertainment activities, the wolf has not only enhanced the brand's influence, but also enhanced the brand reputation and product sales performance. On the promotion of brand influence, first, agents, distributors, consumers and every fans who come to the scene can fully feel that the brand and Star Entertainment bring pleasure to the audience while the brand has been spread effectively and naturally. Entertainment marketing activities not only expanded the influence of the wolf in the industry, but also set the brand's leading position in the trend leisure industry. The two is to convey the entertainment marketing mode of "star Happiness Club" to the terminal channel, through which the consumers can feel the entertainment and the information conveyed by the brand all the time. In terms of sales performance, the entertainment marketing of "star Happiness Club" has nearly 20 new stores in Henan terminal, and sales doubled during the month. "Small input through entertainment marketing events can maximize the value of brand business to maximize.

In addition, there are many entertainment marketing events that generate more value through small inputs. For example, in February 14th of this year, Ashikagashita To and Hunan satellite TV formally established the "Golden Eagle viewing group" in Changsha, Hunan, and became the strategic partner of Hunan satellite TV's new media and the 2012 Golden Eagle viewing group. Relying on the star power of the stars and the appeal of the popular films, the "Golden Eagle viewing group" has gathered at least 300 people watching the lineup. Zheng Yonghui told reporters: "the commercial value of Ashikagashita To's entertainment marketing is unlimited. On the one hand, after every viewing activity, Hunan satellite TV entertainment has no limit, and Sina, NetEase and other media have made relevant reports, which is a great publicity for Ashikagashita To. Hunan satellite TV and the 7 major Internet media (Thunder KanKan, PPS, PPTV, mango TV, etc.) are all in sync, and the 7 live live videos have been advertised 5721412 times a day for PV exposure. On the other hand, through entertainment marketing, we further enhance the brand value. It not only increases the confidence of terminal customers, but also has great attraction for audience groups in the display of authorized cards. "

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"Now is the era of network information, young people browse this information, virtually will increase the consumer's understanding of Ashikagashita To's brand concept. Through entertainment marketing, intangible expansion of film reviews, registration methods, on-site votes, forum synchronization, user viewing and brand experience, through the forum, micro-blog and other means of transmission to more users. The spread of brand value is infinitely expanded. "Zheng Yonghui said. Ashikagashita To through entertainment marketing, not only ticketing effectively pull sales, improve local visibility. Moreover, join hands with stars and take advantage of the movie's high-profile brand upgrading. "Shadow group activities play the utmost importance in entertainment marketing, and the cost of input is very small, but the value generated is maximized. "Zheng Yonghui said.

2. public service marketing helps maximize the image value of brand public welfare.

It is a win-win result that Zhang Hanyun, as a spokesperson, promotes marketing of public welfare. Zhang Zurong told reporters: "in September this year, Siwei Qi supported the call of Fujian environmental protection industry association to take the lead in launching the" innovation and environmental protection China line "public welfare activities, inviting Zhang Hanyun to serve as the environmental Ambassador of the public welfare event, in order to further promote the environmental protection concept of Siwei Qi canvas shoes. On the basis of integrating existing resources, the resources of Zhang Hanyun and Si Wei Qi can be effectively combined to join hands with stars to do commonweal, to maximize resources, and to publicize and promote public welfare marketing activities online and offline. We should set a correct ideological orientation for the audience to make consumers aware of the trend of environmental protection. "

"Innovation and environmental protection activities in China" is a public environmental protection activity supported by the Fujian Environmental Protection Industry Association. The company focuses on technological innovation. Through the efforts of the enterprise to set up a scientific research team, it successfully completes the technological innovation, and the equipment can be recycled for the two time through the recycling of old shoes and other waste resources. The concept of public welfare environmental protection embodies the true value of the brand and establishes the sense of social responsibility of the enterprise. The use of more social resources to reduce the two pollution, but also reflects a very responsible brand. "Zhang Zurong said. By asking the image spokesperson's public welfare marketing to further reflect the value significance of the return of the enterprise to the people, we set up the image of the public welfare and environmental protection in the industry, so as to maximize the public welfare value of the enterprise brand.

3. cultural marketing helps maximize brand cultural value.

Brand building is often advocated by cultural ideas. The concept of Qipai men's clothing is "setting up national ambition and creating world famous brand", and the tangible endorsement that conveyed this invisible concept was once Jet Li, a Chinese Kungfu emperor. In addition, in the advertising slogan - "seven cards, the shoulders of the world's men's clothing", how many people can appreciate a strong national pride. What do businesses sell? Is McDonald's just selling bread and ham? The answer is No. McDonald's sells fast, stylish and individualized catering culture (QSCV image). Enterprises sell to consumers not only a single product, while satisfying the material needs of consumers, they also satisfy consumers' spiritual needs, give consumers cultural enjoyment, and satisfy consumers' high grade consumption. The cultural marketing of enterprises can help to maximize the value of brand culture to a certain extent.

"Si Wei Qi" in my way, I define, I am brilliant, I deduce "for the brand proposition, strong become the first brand of China Tide industry, leading the tide industry trend of fashion development, become the leader of China tide product market industrialization. Si Weiqi integrated the brand culture elements in the terminal image and products to carry out the brand culture marketing, and helped to maximize the cultural value of Si Wei Chi through cultural marketing. "Zhang Zurong said so.

Ashikagashita To is committed to becoming the leading brand of canvas shoes. The theme of the brand is to release from simplicity, advocate classics and love in the tide direction. Zheng Yonghui told reporters, "culture is the unique connotation of the brand. Ashikagashita To is promoting cultural marketing: first, the theme of integrating product design into the brand; two, the POP promotion of products is centered around the theme of the brand. At the same time, let the audience further understand the concept of "different youth". "Cultural marketing, which is a small investment, achieves a greater degree of cultural value of its own brand to a certain extent.

　 Three, diversify marketing and integrate each other to maximize resource efficiency.

"At some level, entertainment marketing and cultural marketing have similarities, and they can be effectively integrated. Entertainment marketing and cultural marketing should be based on the needs of enterprises, and spread the brand through the communication platform, so that the audience can understand the brand value. In addition, entertainment marketing and cultural marketing are closely combined with the positioning of enterprise brand strategy, so as to complement each other's resources and maximize the efficiency and effectiveness of shoes and clothing brands. "Zheng Yonghui said.

"Public welfare marketing is one of the mainstream of brand marketing in the future. Public service marketing and cultural marketing can be integrated with each other, so that the original single resources will be expanded to further achieve the greater effectiveness of the brand. "Zhang Zurong said.

"Enterprises should dig deeper into the entertainment resources that match brand positioning, with more entertainment. Marketing To maximize the value of the brand and achieve an efficient combination of brand entertainment and business. "Yu Jinjie said.