How To Make My Clothing Brand Brand Rise Effectively?

　　 Foundation 1: create new products. Strive for Win at the beginning

If a brand wants to open up new products, it must have an open mind and great determination. We illustrate this basic principle with the case of Shan Ye electric vehicle.

If we want to get instant results in the competitive electric vehicle industry, we must have the spirit of Pangu and the spirit and determination of the world. In view of the serious phenomenon of homogenization in the electric vehicle industry, the new brand of electric vehicles should start new products, so we must do something else that other electric vehicle enterprises have not done, set up a benchmark again, set up a set of rules of the game again, and then point out all directions in the rules of the game. In running the brand of electric vehicles, the electric vehicle industry is in a "declining trend". In order to improve its performance and lead other enterprises, we must make greater efforts and start innovation at the starting line.

To successfully create new categories, we must have broad vision, active thinking, learn to integrate and integrate various resources. First, we must "eat both inside and outside": we should not only be familiar with the practical experience and theoretical knowledge of the electric car industry, but also have the experience and theory of other industries. In addition, we must also grasp the knowledge of economy, humanities, psychology, geography, philosophy, and so on. Second, it must be used in ancient and modern times: "ancient and modern time is not fixed." "The planners should break through the ancient and modern barriers, inherit the history, draw lessons from history, excavate the brand highlights from traditional culture, base on the present situation, and think about the development strategies from the reality; look forward to the future and grasp the future development trend. Third, we must have a thorough understanding of the world: wisdom is boundless and there is no national boundaries. We must cross the geographical boundaries, learn from the successful experience at home and abroad, and make rational use of the actual situation. We must have both local and foreign strategies.

Then, it should be started. New products The key is to re divide the market according to the needs of the industry and the needs of the relevant groups. The newly created products should achieve five criteria: standing steadily, developing well, getting close together, extending far and fast, so as to effectively open up innovative categories. I use these five standards to help create a new category.

First, stand steadily. New products should not only have the basis of product quality, but also be able to find their potential consumer demand basis. After meeting these two conditions, the new category still needs to have a channel basis. Only in this way can new products be stabilized in the market. For example, mountain leaves consider from the psychological needs of consumers, use the "humanities" to brand positioning, so that electric vehicles have human feelings, can be placed in a variety of emotional sustenance, making it a "ideal, career, love, perseverance, freedom" and other pronoun, the foundation is very solid.

Second, it is open. There must be enough fulcrum to support new products. Popularly speaking, we must open up new categories and find new fulcrum with different contents and distinct themes for new categories. For example, according to the current situation and development trend of the society, the current situation and development trend of the industry, the present situation and development trend of the enterprises, and the current situation and development trend of the consumers' demand, the mountain electric vehicles put forward a new category of humanistic electric vehicles, and then boldly innovated in dealing with the dealers' relationship around the new category of humanistic electric vehicles. They regarded dealers as "career elements" and won the strong support from dealers, which affected the whole electric vehicle industry. In addition, mountain Ye aimed at a lot of electric vehicles due to the failure of the manufacturers to maintain the status quo, fully launched the "adoption of electric vehicle orphans" activities, set off the shock of the industry's electric vehicle "isolated storm", touched countless electric car users. In fact, these activities are all effective development of the new category of "Humanistic electric vehicle", which directly demonstrates the specific connotation of humanistic electric vehicles to the society.

Third, we can get close. The naming of new products must have "height" and "breadth". In other words, it can be "all rivers and streams" or "a small number of hills". It can gather all kinds of beneficial resources in the future development of the brand to form a joint force and effectively promote the healthy development of the brand. For example, Shan Ye's series of activities such as "isolated storm" and "sending intelligence storm" can be included in the "humanities" command.

Fourth, extend far. This is somewhat similar to "open up", but the meaning is slightly different. The extension means that the naming of new products can play a role in the long-term development of the brand, rather than "a hammer deal", or "kill the goose that lays the golden eggs", ignoring the long-term interests of the brand. For example, the location of Shan Ye's "humanity" is not only considered from the short-term social status, but also considers the long-term trend of social development.

Fifth, spread quickly. This is easy to understand. A brand new product must be able to "spread quickly" and quickly form a powerful force to reach the target audience quickly, laying a solid cognitive foundation for the rise of the brand. With its unique positioning, Shan Ye's "Humanistic electric vehicle" has received tens of thousands of news reports under the condition of not carrying out large-scale brand operation. Of course, the rise of a new brand can not rely solely on momentum and dissemination. The ground troops of the enterprise must keep up with it, otherwise it will be futile and empty handed. This point deserves enterprise attention.

Since then, Shan Ye has succeeded in creating a new category of humanistic electric vehicles. By creating a series of "military tactics" and "swordslaw", as well as the coordinated transformation of mountains and leaves and the ground work, the mountain Ye has created an industry miracle that the sales of mountain leaves have risen rapidly and the wind is flying. After a month of cooperation, the sales volume of mountain leaves soared at a rate of 60% per month, and the growth rate of 100% per month was two months later. Four months later, Shan Ye became the brave black horse of the "post Warring States era" of the electric vehicle industry.

　 Foundation two: carefully cramming and consolidating the "small foundation"

The effective rise of the brand needs the cramming landing work to consolidate all kinds of "small foundations". Product naming is one of the many "small foundations" of brand building, and is also the key element of brand intensive cultivation. Here, take this as an example to illustrate the importance of carving.

Almost every brand product has to be categorized and divided into different product lines, and the product series needs to be named. However, many enterprises attach importance to brand naming, but often neglect product naming. In fact, the role of product naming can not be underestimated. It also has a huge sales force with brand naming.

When we operate the castle of love brand, we jump out of the product family naming idea of ordinary children's furniture, first select four representative single products from many children's furniture products, naming the single products. At the same time, we require that the naming of a single product must be integrated with the brand name skillfully, so as to effectively guarantee the originality, authority, uniqueness and exclusiveness of the product series naming.

　　遵循這樣的命名思路和標準，經過周末分析，反復論證，我們給予其產品系列創造了如下命名：其一，針對單一產品"床"，我們命名為"愛?床"系列，因為，床決定孩子的睡眠質量，睡眠質量影響孩子一生，要用"愛"創造;其二，針對單一產品"柜"，我們命名為"心?柜"系列，因為孩子的柜子藏著孩子的夢想，承載孩子內心世界，要用"心"構建;其三，針對單一產品"桌"，我們命名為"城?桌"系列，因為孩子的桌子是成長的智力平臺，是創意的長"城"，思想的長"城"，可謂是價值連"城";其四，針對單一產品"椅"，我們命名為"堡?椅"系列，因為孩子的椅子是一座"堡"壘，要堅若磐石，要固若金湯，要成為孩子扭轉乾坤的碉"堡"。

By naming the four major products of love castle, we can easily find the ingenuity and ingenuity of its product line naming. Of course, we need to recognize the primary purpose or basic standard of product naming through the naming of this product series, that is, quietly seize the mind and promote sales in a subtle way.

Needless to say, preemption of consumers' mental resources is one of the key elements of the effective rise of brands. The key to preemption of mental resources is "victory at the beginning". The same is true for brand building. When consumers meet with a brand product, they must be able to discover the uniqueness of a brand. This uniqueness is not only related to brand naming, but also closely related to product naming. It can be said that when a brand has originality, authority, uniqueness and exclusiveness in naming and naming products, the brand can better seize the consumer's mental resources quietly, and promote sales in a subtle way.

The silence here has two meanings. First, this product family name does not require furniture salesmen to speak out, nor does it require the salesperson to explain with all their needs. Once consumers see it, they can understand and memorize the relevant characteristics of the brand. For example, China From EMKT.com.cn is the first brand of children's furniture and so on; secondly, under the general convergence of product names, the uniqueness of this product series can enable consumers to take the initiative to "repeat the concern" and memorize the information with curiosity, so as to enable consumers to accept the castle of love and accept the castle of love, choose the castle of love, and actively promote the castle of love after purchase.

It is worth mentioning that this product family name has another great advantage: it can make two combinations according to the company's development needs, and then rename it on the basis of the two combination, so that more product names can be changed to achieve effective communication with different consumers at different time periods. For example, the castle of love can launch a more children's day product promotion mix on children's day, thus promoting brand promotion and product sales with the help of festivals and children's cognitive characteristics.

　　 Base three: attach great importance to the "core media" of entrepreneurs.

Entrepreneurs are one of the solid foundations for the effective rise of brands. Entrepreneurs should not only create their own brand image, but also integrate themselves into the enterprise, promote the brand by personal brand, and promote the big brands with their own small brands. Therefore, entrepreneurs should jump out of their own eyes and not simply treat themselves as individual "people". Instead, they should regard themselves as the key media for brand communication.

Further, entrepreneurs should not only shape their brands, but also create themselves as super media for corporate brand communication and product brand communication, as well as super neutrons for corporate public relations, and bombardment of other media similar to "uranium core" to promote "heavy nuclear cracking" and win more and better brand communication opportunities for enterprises.

Why do we say so? As we all know, in China's enterprises, entrepreneurs and enterprises must be famous together. For example, when it comes to Haier, everyone will think of Zhang Ruimin; when it comes to Vanke, everyone will think of Wang Shi; when it comes to Alibaba, we all think of Ma Yun.

Therefore, in a sense, entrepreneurs have become the image spokesmen of their brands. This spokesperson is more suitable in temperament than any star, and is more reliable and more reliable in loyalty than any star. This is inevitable, because the brand is the character, the comprehensive quality of the entrepreneur determines the comprehensive quality of the brand. The entrepreneur can naturally be the best spokesman for his brand.

For example, the love castle children's furniture set off the "struggle for the past", not only shows the love castle's praise of the "true education view" and the criticism of the "supernormal education concept", but also in the course of its development, the words and deeds of its general manager, Mr. Wang Zhiqiang, directly reflects the brand image of the love castle's children's furniture. Snow pearl launched the "Pearl drill dispute", leading the upgrading of China's pearl industry. Its general manager, Ms. Wang Fei's words and deeds, not only became the cognitive source of people's pearls, but also became an important channel for consumers to understand snow children and understand snow children.

Again, when I heard a talk about the boss of a food company in a forum, I immediately judged that there was something wrong with his character. He told his wife that there must be something wrong with his product, so he didn't want to buy the brand. His wife thought I was somewhat arbitrary at that time. Later, unfortunately, I was told that the employees of their enterprises personally told their wives the falsity of their products. My wife gave me a knowing smile when she told me.

Of course, entrepreneurs become the spokesmen of their brands, and more importantly, they can win a lot of ultra low cost brand communication opportunities, even free brand communication opportunities. Further, it is one of the important foundations to build a strong brand with ultra-low cost.

Why? The reason is very simple. We are accustomed to tracing the source of success, owning the success of an enterprise to one's success. This way urges the media to be keen to dig out the story behind the brand. As the core protagonist behind the brand, entrepreneurs are naturally the top priority of the media. Especially when entrepreneurs make some "creative" or "special" moves, they will become the targets of media crazy pursuit.

For example, Li Yang, founder of Crazy English, posted a picture of "all students kneeling down to kowtow to teachers" in his blog, which caused many netizens to reply. "All students kneel down to kowtow to their teachers" caused a great uproar. The photo appeared in a blog article written by Li Yang in September 4 entitled "the establishment of Li Yang Crazy English base in Baotou". The students kneeling down in the picture are students of a middle school in Baotou. This is the origin of kneeling events.

The "Kneeling Incident" attracted media coverage, allowing Li Yang and "Crazy English" to gain a large amount of free dissemination opportunities. Ultra low places quickly increased the popularity of Li Yang Crazy English and its Baotou base. However, the "Kneeling Incident" not only shows us the craziness behind the Crazy English, but also shows us a lack of social responsibility for a famous English education brand. This is what Mr. Li Yang, founder of Crazy English, should take into account. After all, the main responsibility of education is "educating people". Once deviating from the core purpose of educating people, all speculation will hurt Li Yang's personal brand and harm the whole society. Li Yang should reflect on his hype strategy.

Therefore, entrepreneurs are the super media of brand communication. We must operate the media as the core media of entrepreneurs. In this way, we can walk faster and more easily on the road of brand building.

We know that the rise of a brand is no easy task, but it is also not difficult. As long as the foundation is stable, the building will rise more rapidly under the safety guarantee, and the brand building is also the same. With the above three foundations being guaranteed, the brand can rise efficiently. Brand building is also a process of accumulation. Methods do not accumulate slowly, find the right way, win at the beginning, seize the opportunity, give full play to everyone's brand benefits, accumulate faster, and get closer to success.