The End Of The Election Of The Ambassador Of The Nine Ghosts, The Elegant Gentlemen, Let The Consumers Become Spokesmen.

In January 21, 2014, the 4 year and half month's 2013 Ambassador of the nine ghosts, the ambassador of the elegant gentleman, was successfully concluded. Since its inception in September 1, 2013, it has recruited elegant gentry officials for the whole country, and has held a gentry festival in four cities of Beijing, Wuhan, Chengdu and Quanzhou. The activity lasted for 142 days, and the total number of visits was over 150 thousand times. The total number of votes for the four players exceeded 10 million votes, which received wide attention and enthusiastic response from all walks of life.

As we all know, there are many ways to promote brand. "Celebrity endorsement + advertising" is undoubtedly one of the most effective ways to rapidly expand brand awareness in the shortest possible time. However, the king of nine took a different path and chose the elegant gentlemen's election. This slow marketing and difficult operation mode of marketing has achieved some success. In fact, it is inseparable from the culture of leaders and enterprises.

　　 Pastoral herd

The development mode and operation management mode of every enterprise originate from the concept and behavior style of the enterprise's helmsman. The more the enterprise with strong brand culture, the greater the influence of the leader's character and behavior style on the enterprise. The mode of operation and management of the nine Mu Wang originates from its chairman Lin Congying's character and way of doing things. In the eyes of many peers, Lin Congying is a truly "Confucian businessman". He has always had a decent suit for life, a gentle smile, and a modest and modest gentleman. His character is gentle and gentle, and his behavior is not open and restrained, but naturally reveals his leadership style. His elegant character has created his management style in the enterprise. Since the establishment of King Mu Wang for 24 years, he has always been developing a low profile and introverted quality.

In the early days of enterprise building, Joeone A low-cost expansion strategy is adopted to build factories without blindly building resources and funds into the terminal. At the end of the last century, when the Fujian clothing enterprises concentrated on launching the brand building movement, the king of nine herdmen tried to win the market by relying on product quality. While the quality of the product has been recognized by the market today, he still has no choice to publicize the brand influence rapidly, but focuses on the accumulation of brand connotation and brand culture. Lin Congying takes a "relaxed heart" to run an enterprise. He believes that brand building is a comprehensive project, which requires intensive cultivation and constant improvement. Therefore, it is not difficult to understand that the marketing method of "silent" and "subtle influence" on consumers by "nine gentlemen".

"Nine Mu Wang" brand is connected with the history of the "Jomoo" for thousands of years. It connects with the future of "Jomoo is king". Lin's ancestors, Lin's family in Fujian, once had nine official sons in the ancient times, and formed a family culture of "Jomoo spreading". Lin Congying continues the glorious tradition of his family, and regards "animal husbandry and animal husbandry as the world" as an enterprise concept, aiming at creating a century old enterprise.

As one of the entrepreneurs who grew up earlier in China, Lin Congying deeply understands that only by linking closely the interests of fate to the interests of consumers can enterprises achieve long-term development. To create a century old enterprise, we must take the initiative to shoulder social responsibilities and become the drivers of the times, rather than a rush traveller in time. To this end, in the days when consumers pursued clothes and food and clothing, King Mu Wang focused on providing consumers with high quality trousers and clothes. Now, in the era of people's pursuit of culture and value, King Mu will "promote the gentrification of men in China" as an enterprise's responsibility to help upgrade the image of Chinese men and meet their growing spiritual needs and self value aspirations.

At the same time, Lin Congying starts from the concept of "animal husbandry", and believes that marketing activities can only be successful if they focus on the consumer and pay attention to the consumer experience, and effectively enhance the brand image. Therefore, in the elegant gentlemen's election campaign, the king of nine herd went to the consumers and changed their image by letting the consumers experience it in their own way. Through the way of close interaction with them, they provided guidance on clothing for them, guiding them to understand, understand and practice gentry spirit in life. Through the elegant gentlemen's election activities, the nine Mu Wang closely linked the corporate brand with the interests of consumers. While satisfying the interests of consumers, the brand reputation and loyalty of the nine herd kings were promoted. This is exactly what the nine Mu Wang applied to the idea of "animal husbandry".

　　 Let consumers become Brand spokesperson

Around the enterprise concept of "herding the heart and herding the world", the nine Mu Wang's "animal husbandry" business to the enterprise is carried out from two aspects: the heart of the herding workers and the heart of the external herding consumers. The elegant gentry election is an external "animal husbandry" action by King Mu. King Mu brings ordinary consumers to T to give them a chance to show themselves and give consumers more initiative so that they can get a close understanding of King nine.

"Enterprises are much more consumers than consumers." This is what Lin Congying often said. Consumers are the clothes and parents of enterprises. Without the support of consumers, enterprises will not be able to survive. Therefore, everyone in the company is acting on the purpose of "animal husbandry" for consumers. 100%, we should provide consumers with the best products and services; always focus on the research and grasp of the needs of consumers, pay attention to the interaction between consumers through activities, terminal services and consumers, and listen to consumers' opinions; always combine brand interests with consumers' interests, and explore the true meaning of brand culture with consumers; focus on letting consumers experience products and services in person, as examiners, judges and spokesmen of products and services.

"We hope that with this kind of activity, we can communicate with consumers for a long time, so that the brand of King Mu will win the hearts of the people." Hu Zhonghui, director of the brand center of the nine Mu Wang market, said about the original intention of organizing the elegant gentlemen's election. It is precisely for the purpose of consumers' "animal husbandry", the elegant gentlemen's selection activities allow consumers to experience the new products of autumn and winter in 2013, listen to their opinions on products and services, and choose ambassadors from among them as brand endorsements. A series of pastoral activities of the elegant gentlemen's selection campaign catered to the spiritual needs of consumers, thus being sought after by consumers.

　　 Elegant life begins with changing image.

　　 2013 the ambassador of the nine gentlemen of the kingdom of elegance Since its launch in September 2013, the gentry Festival has been widely involved and highly praised by male consumers throughout the country. As of December 20th, the close of the activity has attracted nearly 7000 consumers from all walks of life to sign up. After nearly 4 months of elegant baptism, many consumers have changed their way of dressing. "Before, my clothes were chosen by my sweetheart. I rarely spend time dressing up. I have benefited a lot from participating in the election of the gentry government held by the king of nine herdmen. People who rely on clothes and decent clothes can not only wear their personal taste, but also bring unexpected gains to them. An active consumer talked about his feelings.

As Hu Zhonghui, director of the brand marketing center of the nine Mu Wang market, said, the elegant gentlemen's election campaign is not only a product to consumers, "we hope to convey an elegant life culture through activities, promote the gentrification process in China, and make everyone's life better."

The rise of consumer value appeal has made it difficult for advertising and celebrity endorsement to play an effective role in marketing. How to find a marketing way that suits its brand tone and can be accepted by consumers is a common problem faced by enterprises at present. The nine bru Wang's brand tone is refined and elegant, and the target group is Chinese elite men. Therefore, the king of nine grasped the concept of "gentleman", representing the image of Chinese traditional Confucian scholars and representing the elite of the international elite. The "elegant gentlemen" selection campaign has established a close relationship between brand culture and consumer value, shaped the brand image of the brand, met the demands of Chinese elite men and achieved a breakthrough in marketing. It provides a way of thinking and set an example for garment enterprises to solve marketing problems. An industry insider said.

2013 the image and Ambassador of the nine ghosts and graces and gentlemen are the direct realization of the business philosophy of the nine herding king "the herd's heart and animal husbandry world", and the elegant gentry precisely conveys the brand image of the king of nine. The process of influencing the Chinese male consumer image and gradually changing the concept of life through the elegant gentlemen's election activities is the process of making the brand go deep into the hearts of the people in accordance with the concept of "animal husbandry". It is also a process of making the brand image of King Mu Wang a little clearer and becoming more plump. The elegant gentry election gives every consumer the opportunity to become the spokesman of the king of nine herd's brand. The king of nine herd makes the brand gene enter the life of every consumer by the way of animal husbandry, so as to promote the brand of the king of nine herd for a hundred years.