Exclusive Interview With Marketing Manager, Andy Zheng

In the past 2012-2014 years, China's Internet advertising revenue will increase significantly to 110 billion yuan by 2014.

And this trend is that globalization indicates the future direction of new media. In the face of such a strong momentum of development of new media, how will the traditional clothing industry respond? Will it also help the potential customers to develop the brand with the help of "a href=" http://www.91se91.com/news/index_c.asp "new media < /a" in the development process?

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< p > for this reason, the reporter had the honor to interview Mr. Cheng, manager of marketing planning department of EP Ya Ying. He made a detailed exposition of EP's international promotion strategy and her views on the new media marketing market. How did ya Ying convey the brand spirit of balance, love and happiness to consumers through new media.

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< p > Q: would you like to introduce the concept of "looking for a garden in your mind" and the fashion of VIDEO shooting in 2013? What kind of life style do you convey to consumers? < /p > P.

< p > A: every woman has a garden in her heart. "Looking for the garden in your heart" is the theme of marketing in 2013 EP Ya Chun Chun summer, continuing the brand spirit of balance, love and happiness.

On the one hand, printing and printing are the main products of this spring and summer season. The overall marketing plan continues 2013 spring and summer product design projects, including the display of shop windows, display, main vision and fashion VIDEO around this season. On the other hand, the fashion VIDEO is jointly launched by the Ogilvy fashion company, and invited the international leader Louis Ng to plan as a whole, to convene the elite team of global film production, to shoot in a long history garden in New Zealand's South Island.

We want to convey to consumers a pure, natural, spiritual release and a loving way of life.

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< p > Q: can you tell us something about the beginning of the fashion VIDEO project? < /p >

< p > A: shooting fashion VIDEO has always been the dream of Mr. Zhang Huaming, President of the company. Every year, luxury brands abroad produce rich video resources (including fashion VIDEO and star category VIDEO).

But domestic brands are relatively limited in this field. On the one hand, domestic brands are not enough in brand spirit, brand culture and art. On the other hand, the cost of fashion VIDEO production and late dissemination is huge.

But now, EP Ya Ying brand already has certain accumulation and strength in the market. We hope to maintain the progress of production and promotion of 2 fashionable VIDEO every year. On the one hand, the advertising film is good at deducing brand spirit and culture, and on the other hand, it shows the brand's view on art and life aesthetics through video.

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< p > Q: this second fashion VIDEO shooting. How do you evaluate and summarize the promotion form? < /p >

< p > A: at present, we are making a summary and evaluation. There are different evaluation methods for different promotion and delivery modes. For example, online and online advertising and video website patches: we will take some indicators such as exposure rate, click through rate, official website arrival rate and other indicators to conduct examination.

At the same time, there are many details in the online garden tour. For example, micro-blog and WeChat will carry out the most beautiful self timer rating on the two platforms of the micro-blog and WeChat, and pay attention to the printing limit IPHONE mobile phone shell, etc., in conjunction with video broadcast, hoping to attract more young customers, so that the new consumers will pay attention to ya Ying.

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< p > Q:EP. What is the brand of DNA? How do we create this brand exclusive DNA? < /p >

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< p > < --EndFragment-- > A: EP Ya Ying brand DNA is constantly being established and molded. According to < a href= > http://www.91se91.com/news/index_c.asp > brand > /a > origin and history, peony is used as brand DNA. Peony is Chinese element, but it needs to be interpreted in fashion and modern way, and continues as brand DNA, creating brand legend.

The essence of the clothing industry is the combination of art and culture. Throughout the success of foreign countries, there are rich artistic and cultural accumulation. Clothing is the best presentation and pmission carrier of art and culture. As the high-end women's clothing brand EP Ya Ying, in addition to putting the peony elements into the products, creating brand exclusive DNA, it also began to cooperate with artists at home and abroad to enrich the connotation of brand art.

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< p > Q: EP Ya Ying is attracting and developing new consumer groups? < /p >

< p > A: the core of attracting new customers is product. The advertising effect is not long lasting.

EP is very strong in research and development. It is also the first "best" product line in the industry to launch a lifestyle oriented product line. Every product line has a well-defined lifestyle and targeted crowd, followed by fashion trends, and is also working hard to develop DNA.

The promotion level is also an effective way to attract young customers. It includes enhancing the brand image through high-end magazines, interacting with more young customers through new media forms such as micro-blog, WeChat and APP, and shaping the official new media into a woman named "Xiaoya" to communicate with customers and explore topics such as life, family and happiness.

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< p > Q: 2013 fashion VIDEO promotion mode? Which promotion is the best result and the target audience pays the most attention? < /p >

< p > A: the promotion of fashion VIDEO is divided into 3 stages. The first stage is preheating: the launch of the new media, the origin of micro-blog's quiz shooting inspiration, the release of illustrators' collaborative works and clues, the print media delivery, the second phase blooming, the official website thematic page on-line, the Baidu brand special area on-line, the theme APP release, the outdoor and shopping arcade LED, the network precision and video website patch, the movie projection patch and other video synchronization; and the third stage perception: the theme of the national tour of the offline garden.

From March to May, we carried out the four main theme tours of Shenzhen coastal city, Hangzhou the Mixc, Shanghai Jiu Guang and Wuhan Guoguang. We hope to continue to follow the theme of quarterly marketing, including autumn and winter planning.

It is hoped that the national tour will enable customers to better perceive the brand's advancing with the times and at the same time increase the inner pride of the existing VIP customers.

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"P > Q:" how do you look at the new media marketing model of the future clothing industry and how will it change? < /p >

< p > A: the rise of new media is an inevitable trend. The rapid development of new media technology and communication technology has affected people's lifestyle. Many brands have launched official website construction, search engine optimization, Baidu brand area and other products. Micro-blog marketing and WeChat platform are also trying, with success and failure.

As a high-end brand, WeChat and micro-blog mainly promote brand culture and spirit, product information and latest information, carry out some small marketing activities under the line of cooperation, etc., to help attract potential customers and stabilize the existing customers' recognition of brands.

But the most important thing is brand self accumulation. With the development of technology, brand new media promotion is definitely the trend of the times, but it is still hard to improve from the aspect of promotion content and topic.

So at this stage, the most important thing is to contact young consumers through new media, develop potential customers, and focus on developing products and brands themselves.

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< p > Q: future, what kind of overseas development plan and goal of EP Ya Ying brand, and the new promotion plan? < /p >

< p > A:EP Ying Ying's overseas expansion strategy is steady and forward. Now it has successfully entered the Macao market and opened 3 stores in Macao market to achieve annual sales of sixty million. This year, we will try to expand the Southeast Asian market and Australia, Dubai and other new promotion plans. Please pay attention to the promotion of EP Ya Ying autumn winter in July.

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< p > Q: what are your biggest gains in EP < a href= "http://www.91se91.com/news/index_c.asp" > "Ying Ying /a"? Are these experiences helpful to the current work? < /p >

< p > A: entering the six years of Ya Ying's work, it is also the first job. It has participated in many projects, and has brought many new teams, including assistant director of commodities and assistant general manager, etc., to prepare the first e-commerce team of the company, which is responsible for government projects such as national high-tech enterprises. These rich experiences enable them to understand the overall development and direction of the company and its brand, so we can fully display the brand concept in the market promotion.

The biggest harvest is management, design, promotion and other knowledge learning, and focus on doing exercises.

This experience is a growth experience, hoping to promote EP Ya Ying, and let ya Ying represent the Chinese fashion women's clothing brand to the world, and display the modern Chinese popular element culture.

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