Bosideng Opens Up The Era Of Clothing Brand And Entertainment Marketing

General secretary Xi Jinping stressed that "we must speed up the integration and development of traditional media and new media, make full use of new technologies, new applications, innovate media dissemination methods, and occupy the commanding heights of information dissemination." In response to this policy, Bosideng is taking the lead in breaking through the traditional single program cooperation mode, integrating unprecedented heavy entertainment resources in Youku potato platform, and integrating film, Korean entertainment, drama, fashion, entertainment and other major pieces to create an annual marketing activity benchmark for the apparel industry.

　　 Integrating news media resources and putting together the main line of entertainment for brands

　　 Bosideng Strictly implement the party's the third Plenary Session of the 18th CPC Central Committee put forward "to integrate news media resources, promote the integration of traditional media and new media development." Media integration is a process of exploration and game, especially for the apparel industry rooted in the traditional mode. It is also a hard process. Bosideng, as the leader of the clothing brand in China, is the most important one, and it has become a difficult problem that Bosideng has been trying hard to explore.

In recent years, with the rapid development of media, Bosideng has been keeping pace with the times, from ordinary advertising to content marketing, from single program cooperation to large integrated marketing, from online to O+O. Bosteng's Internet marketing innovation road has never stopped. In October 2014, it once again welcomed milestone inflexion: cooperation between Bosideng and Youku potatoes, focusing on the "big entertainment" that fits the brand's tonality, focusing on the core audience of internet entertainment fashion, and led the media's integration and development of the apparel industry.

　　 Strive to build a trump card, self-made entertainment marketing to highlight Bosideng Brand strength

At the same time, it is China's largest brand down garment manufacturer, and has always been committed to optimizing its brand portfolio and strengthening product mix adjustment to meet the needs of consumers at all levels, and to achieve the younger, fashion and internationalization of Bosideng brand. In order to expand brand influence and appeal, and ultimately achieve brand transformation and upgrading, Bosideng has been exploring innovative marketing methods. After a series of trials, we made a decisive effort to invest in self-made content marketing, and strengthened the high-end positioning of the brand by enhancing the brand's fashion impression, realizing brand interaction communication, and increasing the intensity and scope of product exposure to help sell at the end.

What is more worth mentioning is that this cooperation has broken through the previous single column cooperation mode, focusing on young audiences, putting forward the concept of "big entertainment" and achieving strategic cooperation with Youku potatoes in all aspects of the whole line of content; and crossing several major pieces of movie, Han Yu, drama, fashion, entertainment, etc., closely related to the latest and hottest topics in the current era, and the way of cooperation is innovative and diversified. This cooperation has opened up the era of brand entertainment marketing, and is bound to become a benchmark event in the marketing industry. It has pushed integrated marketing to a new level.

　　 Deep cooperation online and offline linkage mining all directions Marketing

In order to accurately cover the audience, Bosideng will make full use of the advantages of traditional media and new media to carry out integrated marketing. In addition to online marketing cooperation, Bosideng will also "big entertainment marketing" tentacles will also extend to the line, in addition to online marketing cooperation, this "big entertainment marketing" tentacles will also extend to the offline, through offline activities, public relations release, store authorization and so on to create all-round marketing. Take Lu Qi Lai as an example, it will create four emotional lectures on the "fashion landmark - where Lu Qi goes to" in the first tier key cities sold by Boston. At the same time, the column group takes this opportunity to initiate the SNS interaction. The netizens vote to decide the activity City, and use Lu Qi's star effect to divert the influence of activities. In addition, offline marketing will also extend to stores. Bosideng is authorized by Youku potatoes, and its offline stores will play the cooperative column section. It will also spread the program and special events through the shop poster. The poster's two-dimensional code can also bring users back to the online area to participate in interactive feedback, thus fully promoting the marketing activities under the online and offline businesses.

It can be said that Bosideng took the lead of the brand innovation marketing transformation as a leader and broke the single column cooperation mode with the "full entertainment" as the frontiers of self-made content marketing. At the same time, the combination of breadth coverage and depth communication, online and offline Internet linkage, maximized the exposure and emotional communication of brands. In the future, Bosideng will continue to strive for excellence in brand building, and display vigorous ideas in the dissemination strategy, bringing more unforgettable experiences to consumers and leading the new benchmark of media integration and innovation in the apparel industry.