Underwear Found "Plant Soft Gold"

In recent years, domestic underwear clothing The market is four, and the market is almost saturated. The underwear market underwear war in China has been exploded in advance, and the market is becoming more and more difficult to do. Product war, price war, concept war, promotion battle take turns, battle mode of health care products, and manufacturers' mentality of consigning the market to make the market more complicated. The whole underwear industry has serious homogenization and uneven quality. The concept of brand is trance, competition is low, and the outlook of underwear industry is complicated and confusing.

Under such a severe background, facing the rapidly growing market situation and strong competitors, there is no effective way, and blindly advertising, in the end, the money smashed into, may be like a stone, unable to stimulate the market half of the ripples. The new brand wants to win quickly. From the point of view of brand marketing, there is no good strategy, which can not fully manipulate market capital and brand advantage. It is obviously difficult to succeed.

An underwear company in Shanghai just introduced an underwear brand from Britain: GP Clothes & Accessories GP is the abbreviation of GentlemanPenguin (famous Penguin). At first, GP brand was silent in the country, without brand recognition, its brand building can be said to start from scratch.

Faced with a serious market situation, GP clothing wants to "break through the array" underwear market, and get a place in it.

Refining selling points: Discovering plant soft gold

Speaking of the underwear market, especially the thermal underwear market, it can be said that it is an ostentatious night fight, hot card fiber, heat card, charcoal card, magic card, heat element and so on, which represent the "heat preservation rate" that can enhance underwear. At the same time, Tsing Mei, slimming bird, and Pinto, such as the "shaping" function of the thermal underwear, claiming to have waist, breast, abdominal buttocks effect, etc., can be described as a wide variety of varieties, and look at these products, a point of cooperation, there is no exception to mark their brand is the use of high-tech research.

In such a market context, how can GP underwear tap its focus product selling points and break through from the chaos of product competition?

After more than a week of market research, it has been found that some modal functions of GP underwear are the most popular selling points for consumers. "In the process of creativity, we think of cashmere." Cashmere as a Sinology in China, because of its bizarre fiber structure, many consumers pour it out, and because cashmere has only 1.4 to 15 thousand tons of annual output, known as "soft gold". "Soft gold" is a very good concept. The company's staff said, "can we repackage the Micro-Modal and give it a proper noun?" after a series of closed negotiations, "plant soft gold" - * * modle came into being. "We are basically positioning the GP underwear as a fashionable underwear product with underwear and underwear fashion."

Then, in the form of differentiated product selling point - "plant soft gold - * * modle", what dissemination means to promote GP brand?

Brand building: pushing the secrets of the British royal family

Can GP clothing adopt different brand marketing strategies, such as follow up strategy, differentiation strategy, diversification strategy, etc. which marketing strategy is more suitable for GP clothing and is more effective?

Are there any examples of industry brands that can be used for reference?

The story of Shan Shu brand underwear suddenly entered the thinking horizon of the company's marketing personnel.

The story of mountain tree underwear

Japan's mountain tree brand underwear can not sell out, so Ueda Noriko was invited to give some advice. She found a photojournalist at the Yomiuri Shimbun correspondent station in New York, tracking the first lady of the United States, Hilary. In the moment when Hilary was wearing a skirt and sitting on the sofa talking about his legs, he was snapshot of the spring scenery in his skirt.

3 months later, Clinton visited Japan. On the day of the arrival in Tokyo, Japanese newspapers published Hilary's photos of billowing spring scenes in full page advertisements, with only one word in the advertisement: "Hilary is wearing a mountain tree card."

The related reports are bubbling up in succession, mountain trees. Underwear It's a great pleasure to be fired. The mountain tree underwear sells well and has a lot of money.

Therefore, GP clothing draws on the spread form of Shan Shu brand underwear and successfully creates the brand connotation of its "British royal secret".