Hai Lan's Home Cares About The Emotional Marketing Dinner From The "Type" Movement.

In the past weekend, the most worthy of remembering is the father's day, which conveys strong family ties, besides the wonderful events of the world cup. As the only exclusive man's day in a year, father's Day is also widely concerned by consumers and businesses. As a leading brand of Chinese men's clothing, Hai Lan's family launched a series of activities during this year's father's day to help consumers express their hidden love in their hearts. In the theme marketing campaign of "fatherly movement" which just ended four weeks ago, Hai Lan's home not only created the emotional connection between the brand and consumers, but also touched people's deepest feelings hidden in the bottom of their hearts, bringing together the positive energy which is full of father's love and warmth. At the same time, it promoted the sales of the brand at the same time, and naturally increased the sales volume of the same season. Win-win The situation.

　　 Emotional marketing delivers brand culture

The most fundamental reason for the strong response of Hai Lan's family to "fatherly movement" in a short span of four weeks is that Hai Lan's family has deeply interpreted and presented the connotation of the brand through emotional marketing. The brand of Hai Lan home brand has been developing the image of "man's Wardrobe" as the external image of brand culture since its development in the past decade. And this father's Day activity is a qualitative promotion of the enterprise's brand communication mode. Father's Day activities are no longer limited to the publicity and creation of the brand products themselves, but the perfect combination of the brand's external image and the inner emotional needs of the Chinese men, so that consumers can not only convey their deep love for their father through the platform of Hai Lan home, but also establish a good emotional resonance with the consumers, and endow the brand of Hai Lan home with a more profound emotional connotation and influence.

Of course, the brand emotional marketing process of Hai Lan's home is not achieved overnight. The family of Hai Lan attaches great importance to this father's Day activity and has already started preparations for it as early as six months ago. From the selection of father and son in TVC advertising film and the imitation of father's words and deeds in TVC, we can see that Hai Lan's family is intended to express the theme of "every father is the most handsome idol in a child's mind", and creates a strong father's Day atmosphere with witty and lovely creative scenes, thereby reminding the arrival of father's day to arouse consumers' concern for their father. The first four weeks before father's day, TVC, the father's day of Hai Lan home, was fully broadcast in CCTV, satellite TV, Wanda cinema, outdoor media, Baidu and mainstream video websites. At the same time, in order to call on all of us to move together for the paternal love type, Hai Lan's home will join Youku to create the theme of the father's day of "beautiful image gallery" through vivid image stories and extensive promotion forms. In addition, Hai Lan's home has launched the activities of "show off the father type movement" and "boldly tell the love hundred people declaration" on micro-blog. These activities have formed a good word of mouth communication in the social media. On the one hand, they provide emotional communication platform for the vast number of consumers, and on the other hand, maximize the brand image of Hai Lan's home. On the Internet, Hai Lan's home has launched 8 cities, 88 stores, "free mail, thousands of miles of love" and "intimate love" - the father's Day commemorative version of T-shirt to buy the activities, but also to "father love type" theme marketing to a climax. During the activities of father's day, many consumers express their love for their distant father through free mail or take their father to the store. clothes The emotional appeal of the brand of Hai Lan home has quietly entered the hearts of consumers.

　　 Differentiated marketing and brand image segmentation

Located in the "men's Wardrobe" Hai Lan's home, for many years has been emphasizing the diversified product development and one-stop shopping service integration mode of marketing. However, in the face of China's male market, how can we keep pace with the times and ensure the brand's innovation and vitality? The head of Hai Lanjia's strategic development department gives us more inspiration: "Hai Lan's home is located in China's men's wear market from the brand's initial stage, which can be said to be a forerunner and pioneer of men's clothing category. Many years ago, we focused on studying the body size of Chinese men. clothing With the increasing maturity of the brand and the expansion of brand connotation, we should not only satisfy consumers' demand for product attributes in fashion styles, quality and cost performance, but also form a division between the brand culture connotation and the differentiated character orientation. Since the founding of the brand, Hai Lan home has attached great importance to the accumulation of brand culture. It has been a vivid case to carry out in-depth communication with consumers on brand concept, connotation, value and emotion. In the future, Hai Lan's home will have similar and diversified activities to interact with consumers in order to get more and more users' favor.

As early as 2002, Hai Lan's home launched a nationwide chain store operation, unified image and super large men's self purchase mode, which triggered a new round of revolution in China's men's wear market and gradually developed into the leading brand of men's clothing market. We have reason to believe that the home of Hai Lan, a close friend and growing partner of Chinese men, will bring us more surprises in the future development.