Hai Lan's Home Is Devoted To Brand Culture And Marketing.

In recent years, the holiday marketing of businessmen is becoming more and more intense. From the traditional program to the imported Festival, and to the "double 11" and "double 12" created by the electricity supplier, consumers can spend countless years on the program. When the festival loses its original emotional value and becomes a leading part of the discount, consumers' enthusiasm for participation can also be imagined, because the discount is endless, and the purpose of the festival setting is to give the specific crowd the humanistic care.

There are many festivals in the whole year, and father's day can be said to be a popular festival. Although it is the only man's day, it is not too much concerned by businesses and consumers. This year's father's day also took the four year world cup and its attention was diluted. Nevertheless, men's clothing is very important. clothing The brand, Hai Lan's home, focused on father's day, launched a brand emotional movement to spread paternal love, and gained a good market reaction and social effect.

When it comes to the home of Hai Lan, it concerns the father's day. The head of Hai Lan's family's father's Day activities is very bold and clear: "father, as a family pillar and dependent, dedicate himself to his children, but most Chinese children are not good at expressing their love for their father. Because of this hidden emotion, father's day has always been a neglected festival for many children. As the leading brand of Chinese men's clothing, Hai Lan's home is deeply responsible for taking action in this holiday that is not remembered by most children, starting from the emotional needs of the consumers, activating everyone's feelings for his father, calling on everyone to move for the paternal love type.

It is precisely because of this intention that Hai Lan's family abandoned all the utilitarian elements for this father's Day activity, but provided more intimate services and unexpected surprises. During the week of father's day, Hai Lan's home launched free courier service in 8 cities and 60 stores across the country to help consumers to buy their homes for their father. Clothes & Accessories The product was sent to the father free of charge. In the two-day weekend of father's day, Hai Lan's home also held "intimate love, father's Day commemorative T-shirt bought" in 31 stores in Wuhan and Nanjing. In addition to its colorful store activities, Hai Lan's home also launched "dazzle paternal movement" and "bold declaration of love hundred person declaration" in Sina micro-blog. These activities provided an emotional communication platform for the vast number of consumers, and on the other hand, a good word of mouth spread in the social media, thus maximizing the brand image of Hai Lan's home. In view of this father's Day activity, Hai Lan's home has invested a lot of resources in media dissemination. Before the arrival of father's day, the theme TV ads of Hai Lan's "fatherly movement" have been fully broadcast on CCTV and satellite TV channels. At the same time, Hai Lan's home focused on the key sales markets on the ground, putting up ads designed for father's day in the waiting kiosks, subway, high-speed rail and airport and building media, aiming to create a warm atmosphere for the father's day by visually infected consumers.

　 TV ads show the charm of young dad.

The image of every father in his children is tall and handsome. The children have imitated their father in their clothing and behavior. Even though the child is growing up, the handsome appearance of his father when he is young is still fixed in his childhood memories. His father's day advertisement is based on "father is the object of children's imitation". This father's day advertisement is totally different from the previous advertisement of Hai Lan's home. In a relaxed and lively family atmosphere, children imitate the cute scenes of father's dressing match, so that the entire advertising film is full of thick childlike interest and warmth. Advertising films are more diverse. clothes Through the scene, the father shows many attractive charms and reminds his children to use clothes to express their love for their father.

Suggestion. This advertising film not only conveys the product value of Hai Lan home, but also has strong humanistic feelings for the brand. Almost all the Chinese fathers of all ages are consumers of Hai Lan's home. But in the commercials, we present a combination of young and middle-aged fathers and young sons, because the handsome and handsome young and middle-aged father is the most infectious and the younger generation's son is the most infectious, and it can also create a positive sense of substitution. We do not want to show the greatness of paternal love in a simple way. Instead, the interaction between father and son can make every consumer who sees this advertisement produce impulse for paternal love. This is the introduction of the father's Day activities at Hai Lan's home.

　　 Flat ads close the distance between father and son

Admitted to university, worked, married... After experiencing the gradual growth of their life and gradually having their own living space, their children gradually became estranged from their father. The relationship between father and child is simple and pure, and will not be obstruct with the increase of space distance and age. Hai Lan's family's plane advertisement designed for father's day shows the intimate interaction between father and child in the most plain picture. It aims to make the brand resonate with the consumers, let the children cherish the good time with their father and arouse more and more children's attention to father's day. {page_break}

　 Social networking encourages courage to speak love.

In traditional Chinese culture, fathers are rational, masculine and silent. Children seldom say to their father, "Daddy, I love you!"

The family of Hai Lan went deep into the hearts of consumers, setting up the micro-blog interactive platform during father's day, encouraging children to express their unspeakable love to their father bravely with pictures and words. As Du Chun, the brand spokesman of Hai Lan home, said, "when we were young, our father was the idol of every child. But gradually, as we grow up, we get busier and busier, and life gets better and better. Although his father did not speak, he felt very relieved. When the rebellious teenager grew up, we seemed more willing to leave time for friends, to eat together, to travel, to play together. But even if you have more friends, you can't match your relatives' simple concern when you need help most. In fact, in the end, you will find that you can't get away from your father's silent attention. Many netizens also bravely joined the ranks of expressing their father's love. "Dad, thank you for your more than 20 years of cultivation and care for me. Now that I grow up, it is up to me to take care of you!" these sincere words reveal the hidden feelings of their children and the great and inheritance of their father's love. In fact, this is the first time that Hai Lan's family has carried out emotional exchanges with the public bravely, showing the public interest in the community.

Free post thousands of miles of love

The outside world is wonderful, and the fullness of the children is away from home and rushing into the world. In the distance, they become the deepest concern of their father. The family of Hai Lan took into account that many children who were not at their father's side could not conveniently convey their blessing to father's day. Therefore, on the eve of the festival, 60 stores in 8 cities across the country launched "free mail, thousands of miles of love" free mail activities. There was a woman who brought her son to buy gifts for his father. After learning about this service, he immediately bought a suit of his clothes for his father and sent him home, and thanked the Hai Lan's home for its courier express. This scene forms a unique landscape in the shop of Hai Lan's home during the festival. A father's love from the sea Lan's home store is sent to the whole country in a family wrapped in Hai Lan's home dress and children far away from home.

Complimentary T-shirt to deliver close love

Clothes show the most intimate love for their fathers. Father's love such as "shirt", Hai Lan home specially prepared 12000 "I lOVE DAD" father's Day commemorative T-shirt, choose father's day in the two-day weekend in 2 cities in Nanjing, Wuhan 31 stores to consumers. Hai Lan's home hopes to express the praise of fatherly love through such an action, and also thank them for their long "close" "growth and development" of the brand of Hai Lan home. Many customers get the T-shirt and say, "Daddy, you are the most handsome!" and "Daddy, I love you!" and so on. Father's Day is especially thick.

For a long time, the family of Hai Lan has devoted much effort to providing consumers with the rich and cost-effective clothing for the most popular men in China. Today, as the leading brand of Chinese men's clothing, Hai Lan's home not only focuses on men's outer dressing feeling and image needs, but also wants to integrate into their inner world and pay attention to their emotional needs and expression. This time, with the opportunity of father's day, Hai Lan's family launched the "Humanistic Love" campaign and emotional communication strategy, not only to increase sales, but also to set up a bridge for the public to express emotion, calling on children from all over the world to act and awaken their father's long silence. Inheriting the tradition of paternal love culture, praises the spiritual virtues of father love is the call of the times and needs to be publicized and responded by the whole society. Hai Lan's family has the will and responsibility to do the best to spread the social atmosphere of caring for the father.