Daphne Holds Hands To Build China'S First Women'S Shoe Channel

The establishment and sustainable development of brand lies in the continuous accumulation of brand.

Among them, advertising as a brand core value explicit channel, repeated and accumulated repeatedly, is the consumer's mind to establish a clear brand association important means.

Therefore, for brands, treasuring and grasping every contact opportunity between brands and consumers and passing the most abundant brand information are the key tasks for brands to win the hearts of the people, seize the consumers' mental resources, and set up the unique experience of products and spleen.

Today, however, in the face of various forms of media, advertisers, in the choice of channels of contact between brands and consumers, how to establish a three-dimensional and netted combination way to achieve the interaction effect of multi-party interaction and resource integration has always been the topic of advertisers' thinking and discussion.

With the rapid development of media technology and the emergence of new media forms, some new media and high-end devices are gradually used by the enterprise owners to be used in the frontiers, forming a brand new mode of brand terminal communication.

Daphne's hand in hand with Shanghai Xin Yi company, the brand's windows broadcast system, is a typical case of innovative marketing and integrated marketing.

The new technology, the new power LCD media, is the most attractive "sixth media" that has emerged in recent years. Since the birth of China in late 2002, it has developed to a relatively mature stage of technology and scale. The liquid crystal media is gradually spreading from its birthplace, business building, to public places: leisure and entertainment venues, hypermarkets, buses...

Its development can be described as a smooth wind and fire. The establishment of its business model is closely related to the development of liquid crystal technology, and benefits from the development of liquid crystal technology.

The LCD advertisement machine uses CF card as storage medium, and its information source and pmission equipment are integrated and light and thin, which provides the possibility for the application of media equipment in different occasions, and produces more and more differentiated outdoor video media.

With the continuous prosperity and development of new media equipment, the network advertising machine should be pported, and its application field will be wider. It successfully integrates network technology and LCD device, and realizes remote control of each terminal device through the network, and sets and manages the playtime, playback content and volume of the terminal. It can send subtitles to any player in the network through the management system interface to display instant messages.

The characteristics of remote control and unified management greatly reduce the management cost of relying on human resources to change information content, and make information release appear in a timely, flexible and fast way.

The mature technology of Internet advertising machine fully meets the unified information pmission of chain stores and franchised stores of various business outlets, and realizes the marketing and dissemination operation of brand enterprises' unified image and comprehensive marketing of terminal channels.

In 2007, Daphne signed S.H.E and Rene Liu's two different styles of movie and TV stars as spokesmen for its brand image. At the same time, it increased the construction of the national exclusive store channel system in 2007.

Building a stronger brand image has become a necessity for Daphne to adapt to a more competitive environment and build a stronger core competitiveness.

In order to better brand its image to the market, to create an excellent interaction between consumers and brands, and to enhance consumers' experience in brand, Daphne has launched a completely new pformation in the publicity of the terminal besides the film and television advertisements in the national media.

The first is the sales terminal, the two is the pmission terminal. On the basis of the existing shops, we divide the terminal stores into three levels, the first one is the real store, it only sells shoes, and there is nothing else; the second level is the audio-visual shop, which sells some shoes, but also sells some things that can be seen or heard, such as the movie and music in the shop, which are some feelings of shopping; the third level is the image shop, which not only sells shoes, sells video, but also sells images and culture that can not be seen, "Daphne President Chen Yingjie's Division of the terminal stores, fully shows the Daphne people's emphasis on terminal marketing communication, and also shows the key position of terminal marketing in various marketing links." terminal is a retail link that meets directly with consumers. It is the window of the brand, and also the place to win. The terminal contains two meanings.

Based on the origin of marketing, combined with various forms of publicity, Daphne has fully signed the Focus Media mode, with the help of online advertising technology, launched the terminal identification plan of the "brand windows broadcasting network" in the more than 2000 terminal stores nationwide, and established an enterprise self-made television station through the headquarters unified terminal image, the whole network integration operation, and the brand directly communicating with consumers.

The new marketing spawned the establishment of China's first female shoe channel brand video broadcast system, and successfully established a living bridge between Daphne brand and consumers. On the basis of this platform, Daphne, based on its own brand connotation and centered on consumers, played an experiential marketing storm to display "women's shoes culture" at the terminal.

"Sensual" charm, communication and exchange experience.

The significance of media lies in the dissemination and exchange of audience experience. Daphne fully borrows the advertising advantage of the Internet advertising equipment and the advantages of audio-visual communication, presenting its own advertising products, product album, brand theme song, fashion show and other brand information to the national terminal store, dynamic visual presentation and fashion background music, creating an impact and warm shopping atmosphere.

At the same time, the popularity and influence of its image endorser video further strengthen the brand's fashion sense, affinity and influence, fully arouse consumers' deep impression on the brand, and make the brand image fully registered and strengthened in the consumers' mental resources, thus enabling consumers to pform the brand experience conveyed to the actual scene desire, which greatly stimulated consumers' desire for brand.

Multi interaction, deepen experience.

An interactive and participable dialogue platform has been launched. A nationwide DV contest with the theme of "enjoying oneself and showing the end" has been launched throughout the country. From the perspective of consumers, the brand experience of customers has been expressed and selected from the video materials of these consumers. Outstanding works have been released through the video materials of consumers. The brand platform has been released uniformly in the national stores, thus creating an interactive platform for consumers to participate in, through the enterprise media, to change the feelings and experiences of consumers themselves to consumers. The platform not only shortens the distance between brands and consumers, but also makes consumers' opinions spread to a wider range of consumer groups, creating a hot trend of stocks and deepening the experience of consumers in brand licensing. While fully promoting its brand information, Daphne has also adopted the brand windows broadcasting system and consumers.

Based on brand positioning, deepening brand positioning.

Based on its own brand positioning, China's first women's shoes brand, Daphne has made a full range of shaping of women's shoes, from the manufacturing process, product line to product connotation, personality, style, and other aspects. It not only helps consumers find more satisfied products according to their preferences and personalities, but also deepens their brand positioning, enhances consumer loyalty to brands, and makes consumers talk about women's shoes in the mind to emerge the first brand image of Daphne.

Daphne, a powerful platform for information dissemination, such as promotion, public relations, investment promotion, industry news and so on, has made use of the characteristics of timely dissemination of information on Internet advertising machines, and marketing strategies such as new products listing, Festival Promotion and public relations, so as to effectively meet the information dissemination process of brand information from pre warm-up to medium-term promotion and then to continuation.

On the other hand, according to their own needs, they publish investment information at the terminal, expand the channel construction, and release industry information to highlight the social responsibility of the brand.

The construction of Daphne brand windows broadcasting system, through accurate dissemination, fully presents its brand culture to consumers, and brings out the TV station of the first Chinese women's shoe channel. Its innovative marketing means not only make the popularity of terminal stores flourish, but also gradually increase sales, and at the same time, its marketing form has become a new trend. It has become a benchmark for brand enterprises to integrate marketing and sign a new round of marketing pformation.