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Adi Wang In The Campaign Brand Attack Attack Earn Bowl Full

2013/6/9 16:32:00 51

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What are the reasons for the success of a href= "http://pop.sjfzxm.com/popimg/fz/index.aspx" > Adi Wang "/a"? In Jinjiang, many brands are taking the alternative "cottage marketing" route, and what is the successful "cottage marketing" for Jinjiang enterprises? In the consumer concept, "Shanzhai" is always suspected of infringement.

What aspects do we need to work in "cottage marketing"? Let's see what these experts say.

Object: Xu Hanqiang, researcher of China Brand Research Institute; brand marketing expert has Qi; general manager of Jinjiang special sporting goods Co., Ltd. Ding Xiangjun

"cottage marketing" bombing the three or four line market

Q: in the case of consumer's "spoof" ADI brand, this year's annual profit of the company is 100 million yuan, and more than 3000 stores have been spread across the country.

So what is the reason for the success of Adi Wang?

Zeng Qi: the success of Adi Wang is not accidental.

In fact, at the beginning of his establishment, ADI king made a correct positioning of his brand, and lowered his audience positioning and channel to the three or four line market. This kind of market is not very sensitive to the understanding of sports brand. Consumers value the price and product quality more.

the quality of Adi Wang is guaranteed. At the same time, Adi Wang is indeed cheaper than other domestic sports brands, so it can quickly occupy the market.

on the other hand, the alternative marketing method of Adi Wang has also made its success, thanks to the anti traditional consumption concept of the younger generation of consumers.

Adidas saw the opportunity and chose a very risky network marketing strategy.

is the market not already fatigued? Then try "ugly" < a href= "http://www.91se91.com/news/index_x.asp" > marketing < /a >, which tells consumers directly that "I am a Shanzhai".

In the obscure three or four line market, Adi Wang has made an alternative hype and expanded its popularity to attract channels, so its success is not in products but in marketing strategy.

Ding Xiangjun: Jinjiang's sporting goods industry has been popular with CCTV advertising and celebrity endorsement.

This mode has helped some enterprises in Jinjiang achieve great success in a short time, but at the same time, huge advertising fees and celebrity endorsement fees have also caused some enterprises to suffer great losses. In the era of marketing needs more and more innovation, simple advertising and celebrity endorsement mode has been unable to exert strong advertising effect.

on the other hand, with the awakening of consumers' self-awareness and the increasing diversity of information channels, sports goods enterprises need to abandon traditional knowledge popularization and information infusion marketing promotion, and enhance interaction and two-way communication with consumers.

, therefore, the "cottage marketing" that attracts people's attention is put on the agenda.

Adi Wang from the original simple text, to the subsequent endless discussion about the king of Adidas, spoof, worship, the interaction between netizens is incisively and vividly, an ordinary or even vulgar brand has been praised and exaggerated.

these creative and humorous nets have many comic elements themselves, like network viruses, which can quickly spread among netizens and achieve the effect of "advertising + stars".

In addition, the product quality and channel laying of Adi Wang are all in place, and it is not surprising that the sales performance reached 100 billion yuan.

the "brand" in the "Shanzhai".

Q: in Jinjiang, many brands are also taking this alternative "cottage marketing" route, with success and failure.

What is the "cottage marketing" of Adi Wang's success? For Jinjiang enterprises, what are they worth learning?

Xu Hanqiang: unlike the image of "Shanzhai" that has spread through the outside world, if you open the website of Adi Wang, it will be presented to you another scene.

On the website of Adi Wang, it lists the history and honor of the enterprise.

There is a sharp contrast between the off-site and the venue. Adi Wang is actually a company that works in strict accordance with regular routines.

in fact, there are other image gaps inside and outside the king of ADI to make up for the short board of "cottage marketing": Adi Wang is a spoof object outside the court, but Adi Wang is also a responsible corporate style.

In the management idea of Adi Wang, it calls out the appeal of "national brand and national pride".

The message conveyed to consumers is that although the image is "vilified" among the people, Adi Wang is definitely not a Shanzhai product.

In the case of "excellent" products, the image of Shanzhai is not important. On the contrary, it only adds a little entertainment spirit.

for this reason, Jinjiang enterprises should carry out "cottage marketing", and the quality of products must keep up with them.

Throughout the failure of the "Shanzhai" enterprises, the products themselves are not going to go, but they are famous for "big cards", but they can not "get on the top" products, and the "Shanzhai brand" will soon disappear in the market.

Ding Xiangjun: to measure whether a marketing way is successful or not, its standard should be to see whether it has reached the core goal of promotion.

A comprehensive survey of Adidas's "cottage marketing" shows that there is no big advertising investment, but simply triggered by an online post. It is simply a spoof, simply praising the brand in an exaggerated way.

however, it is not simple that all Kuso and "worship" point to one direction: let more people know Adi Wang, let people know Adidas brand in entertainment.

"P", so "Shanzhai" is also a marketing realm.

It must entertain consumers and entertain consumers, and the resulting "matching effect" will undoubtedly greatly enhance brand awareness and reputation.

in fact, behind the ugly marketing, "imitation + innovation" is the most deserving of our attention to the marketing mode.

For example, Tencent has been imitating, but it has been innovating.

As Adi Wang's slogan says, "everything can be changed."

In the new market environment, if marketing can not change because of time, what is the development of it?

psychological guidance for consumers is needed.

Q: in the consumer concept, "< a href=" http://www.91se91.com/news/index_cj.asp "> Shanzhai < /a" is always suspected of infringement.

From "cottage marketing" to "Shanzhai brand", what aspects should we take in this alternative line?

Xu Hanqiang: for the cottage products of the grass roots, imitation is only the first step in the rapid development of sales and occupying the market. At the same time, it is also the first step towards the market. It is worth many big brands to reflect the creativity and entertainment of some cottage products to consumers. Therefore, it is not necessarily right to boycott the hat of "infringement" without discrimination. Heroes need to be a "solid Castle" to be a castle.

for this reason, enterprises should guide the products and help brands establish their own competitive advantages while they are in Shanzhai, so as to form healthy competition with other brands in the market.

on the other hand, the brand of "cottage marketing" should control the target consumer effectively.

For the "cottage" products, from germination to generation to popularity, in fact, they seize the market opportunities left by the existing market and existing products.

In this sense, the focus of enterprises should not be "imitation to manufacture", but how to achieve "imitation to innovation", and the latter is the essence of P.

For this reason, the brand of Shanzhai needs to go deep into the market and penetrate into the consumer, aiming at innovating the psychological characteristics and realistic needs of the target consumer group.

Zeng Qi: in my view, "cottage marketing" needs more guidance on consumption psychology.

"Shanzhai" is not terrible. What's terrible is that the image of "Shanzhai" outside is not controlled by enterprises.

to this end, "cottage marketing" needs to guide the consumption psychology. Under the premise of studying and grasping the consumption psychology, we should formulate a strategy of "Shanzhai marketing" to meet the needs of consumer psychology.

through the "Shanzhai" to establish a distinctive brand concept, product concept or overall image, mobilize the unique value of consumers' inner emotions and emotions that the enterprises are willing to see, and cultivate the "opinion leaders" in the target consumer group, through their word of mouth pmission and "viral marketing" effect.