Brand Promotion, Heavy Entertainment Factors, New Media Are Heavily Relied On

< p > the awakening of brand awareness of outdoor brands promotes 2013 to become a new year of promotion. The relevant brands say that the outdoor industry will enter into a period of brand competitiveness.

The industry background of outdoor entry to the critical period of brand building is: after the precipitation of the basic development stage, the outdoor has entered the outbreak stage, and several brands have considerable budgets in the promotion of TV advertising.

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< p > < strong > enter the key period of brand building, brand brings competitive advantage < /strong > /p >

< p > after several years of precipitation, the domestic outdoor industry has already developed a number of mature brands. These brands have already completed the channel layout in the early stage of the development of the industry, and have stabilized in the category, quantity and style of the products, and the brand has also found a clear positioning and self purchase group.

Now, we are entering a new stage of development. This stage of development will take "brand" as the core and win chips for the future.

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< p > 2012, Pathfinder enabled Wang Feng to be the spokesperson of the new image and released the advertising blockbuster of "Pathfinder's brave heart", which was broadcast in CCTV and Tourism Satellite TV and caused great concern on the Internet.

At the same time, the German outdoor brand wolf claw has also invested heavily in CCTV advertising. The two giants have launched an outdoor brand TV war.

The promotion of TV advertising is hot.

In 2013, NORTHFACE, OZARK and others planned to put on TV commercials.

Mr. Liu Cunyong, director of St. Brad's brand promotion, said that Sevlae has also put the relevant promotional budgets in the plan.

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Mr. Liu Cunyong, the brand manager of < p > Sevlae, said that this year will usher in the new year of outdoor brand promotion. After the industry has gone through the previous precipitation, the major brands will have a new contest in popularity and reputation.

In 2013 and the next few years, the brand will usher in the development stage of increasing reputation and shaping reputation. Especially in the contest between domestic brands and international brands, the influence of domestic brands needs to be improved.

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Ms. P believes that with the development of China's outdoor market, the brand awareness of outdoor enterprises has gradually awakened. Brand companies have begun to consciously focus on brand positioning and promote brand image in order to occupy the minds of consumers first. "KingCamp"

The brand will be guided by "deepening brand positioning and promoting brand concept" to guide brand marketing (including brand promotion).

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< p > < strong > brand promotion and entertainment factors. The new media is heavily relied on < /strong > /p >

< p > < strong > 1.. The change of audience foundation is becoming increasingly rich. < /strong > < /p >

< p > in the outdoor industry, the promotion form of TV advertising is not applicable at the very beginning. Because of the outdoors niche in the past, the brand was popularized through naming, sponsoring related events and club activities in the early stage of development, or launching relevant experience activities combined with online professional forums and offline terminals.

This situation is slowly changing under the concept of "big outdoor".

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In less than p years, the Pathfinder has stepped down from the professional shrine. This trend has also been reflected in the increasingly popular support among the people. From Wang Shi to Wang Feng, "the brave voice", from the influential mountaineers to the public, the musicians with spiritual appeals are the spiritual pursuit of the brand, and this spirit has been molded more successfully.

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Like P explorers, husky used to invite model couple articles and Ma Yi Li in the performing arts circle, and launched a brand-new plane blockbuster at the end of 2012, and Peter Ho also acted as spokesperson for her.

People in the entertainment industry are grafted on the outdoor industry, laying the foundation for their increasingly popular outdoor market.

The popularity of television advertising is the result of changes in the audience base.

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"At present, the target audience in the outdoor market is those who love nature and enjoy outdoor activities. Especially for KingCamp, we encourage people to go out with their families and friends and get close to nature and outdoor, especially for KingCamp," said P, director of brand promotion.

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< p > < strong > 2. brand marketing entertainment, see the re media communication < /strong > /p >

With regard to brand promotion, with the expansion of consumer groups, outdoor brands are constantly being launched. < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > clothing industry has already been quite mature, but outdoor is still in the ascendant way.

KingCamp (Kang Jian Ye) Yi Rong believes that spokesperson marketing is no different from other industries in the outdoor industry. First, we need to choose spokesmen who are suitable for brand ideas and tonality and have high reputation and appeal. Next, we need to create topics around the spokesperson and arouse concern.

"However, as the outdoor brand around the spokesperson creates the topic of discussion, it has aroused concern and sustained influence, and objectively created the phenomenon of spokesperson relying on movie stars and marketing entertainment."

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< p > and in the view of manager Liu Sheng (Sevlae), outdoor brand promotion will pay more attention to entertainment factors. For example, we should pay attention to various ways of TV entertainment promotion. Today, with the increasing popularity of Internet topics, it is very important to graft brand promotion by attracting people's attention and interesting discussions.

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< p > according to MS Yi, with the development of science and technology, more and more traditional media audiences have been quietly pferred to the Internet and more new media. In the future, KingCamp will pay more attention to re media marketing.

The management of new media such as the Internet has led to a corresponding plan this year, Sevlae said.

Sevlae (Saint fry) this year welcomed the second year of cooperation with the outdoor mountaineering benchmarking figure and the national mountaineering team captain Wang Yongfeng. The brand will work hard at the terminal to carry out the experience activities. At the same time, Wang Yongfeng will become a great master of all kinds of wonderful experience activities. Outdoor enthusiasts will also have the opportunity to interact with them through a variety of ways under the online line. Sevlae (San fry) will be able to boost the national outdoor craze again.

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< p > < strong > industry development outbreak stage 2-3 years mature brand distance will be opened < /strong > < /p >

Mr. Xu Tengda, general manager of P > Telen (Tianlun Tian), thinks that any industry development will go through three stages: the initial stage, the outbreak stage and the definite pattern. At present, the outdoor industry is in the outbreak stage. With the promotion of the outdoor cognition and the promotion of the large number of households in the past few years, the outdoor industry will usher in a better market prospect on the basis of the previous laid off, showing a trend of consumption outburst.

This requires the brand to increase its promotion and enhance its popularity so as to win more consumers.

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< p > the development of the industry has also brought about the intensification of the brand competition. In the TV promotion war, the German wolf claw and the Pathfinder are on the same stage. This year, several brands have brought the TV promotion into the budget.

In this regard, Xu general manager believes that the current foreign brands entering China is a pressure for domestic brands, but because they are walking on the first tier city pipelines, and the pipeline laying is not so fast, and the product structure and price need to be further explored, so the confrontation with domestic brands is not so obvious.

However, domestic brands are different.

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< p > "like the Pathfinder, it is now sinking from the north to the south, the national market has been rolled out, and Wang Feng is endorsed on the brand promotion, combined with advertising propaganda, it can be said that the battle has been fought loudly.

Overall, the competition between domestic brands will be more intense this year, and the distance can be drawn in the next 2-3 years.

General manager Xu said.

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< p > to this, Telen, which is outdoor leisure oriented, has its own coping strategies. Xu said that Telen will focus more on brand promotion and focus on shaping brand personality, culture and image. This year, TV advertising will be targeted and the promotion of outdoor magazines and outdoor related magazines will also continue.

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At the same time, Telen (Tianlun Tian) brand launched the polar dream program in the professional field, and will conquer the world's third pole Mount Everest in May this year.

In this regard, general manager Xu introduced that Telen (Tianlun Tian) will continue to sponsor the "Tsinghua mountaineering team" and "Mount Huangshan Triathlon" after its sponsorship. It will continue the "polar dream" and become a flagship activity for the brand to continue to push forward, and create a Telen event.

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