Analysis: What Is The Marketing Mode Of The Clothing Industry?

Guang has always been a problem of creativity and challenge.

High cost is a major factor. On the other hand, after the widely used Internet and other emerging means of communication, how to find a marketing promotion mode that is consistent with the characteristics of its own brand has become a new topic.

In the past 2014, there were many classic marketing promotion cases in China's clothing industry.

When the 2015 comes, exploring the best mode of "saving money and saving energy" will be another topic of concern for the industry.

"Fans economy": star endorsement Extreme Edition

In the clothing industry, the practice of inviting spokesmen is very common. It is common practice to invite popular idols to shoot advertisements for brands, and attract large numbers of fans to pay attention to brands and buy products with brand clothing advertisements.

The industry has always said that fans can get the world.

However, the pformation of "idol fans" to "brand fans" is rare.

As a typical example of the sudden emergence of the domestic garment industry,

Finally, in 2014, he created his own "image endorsement group".

Its spokesmen include Lee Min Ho, Kim Su Hyon and Li Zhongshuo, and the huge influence of digital male gods has also aroused the attention frenzy.

Semir spared no expense in building the "male spirit base", reflecting the upgrading of domestic service companies in the spokesperson strategy, not satisfied with the eyeball effect of popular stars, but increased the "fans economy" mode to the brand strategy level of sustainable development.

This kind of eyeball effect from simple competition stars, and now through the cultivation of brand influence and loyalty of fans economic mode, reflects the enterprise's psychological leap to consumers.

Semir Semir signed Li Zhongshuo, leading the fashion trend.

The star effect plays a role in promoting consumption in many fields. The cooperation between brands and stars is, in the final analysis, a huge group of fans behind stars, giving full play to the advertising effects of stars and their influence on fans.

Nowadays, the purchasing power of fans is amazing, which has been successful in many industries. The fans economy is a direct driving force for the marriage between fashion circles and entertainment circles.

Semir has a close business consideration behind the "entertainment effect" and the "fans economy". The role of stars is not only to stimulate the consumption of fashion alone, but also to enhance brand awareness and quality.

It is precisely because of the recognition of domestic fans culture and its own brand that Semir can become the best example of the practice of "fans economy" in the domestic apparel industry.

Some people say that Semir is not kind enough to sign all the male gods. In fact, there is no absolute template for the "fans economy" mode. I believe that if the entertainment circle can continue to create a new goddess of goddess of the gods, it will be able to grow in the future in 2015 or in the future.

Social platform marketing: the necessity and contingency of detonating the market

In August 2014, a movie called "ingenuity" was painted on various social platforms.

According to the statistics of the backstage data of the video website, the frequency of this movie's complete viewing in one month has reached 1 million 300 thousand times.

This short film to promote the New Balance Anglo American origin series once again pushed the New Balance brand, which nearly disappeared in the Chinese market, to the public view again. Not only that, with the help of the digital marketing, New Balance also opened a comprehensive revival in the Chinese market.

Many people equate digital marketing with filming "micro films" and "small ads" in social media. From the perspective of content production, such analysis does not have any problems. However, there is a good saying that there are no good products, and the marketing of cattle X is nonsense.

Over the past few years, the brand sea of microfilm on social networking platforms has gone, but there are countless numbers.

Looking back at the battle of New Balance in 2014, it is both accidental and inevitable.

Jonathan Lee attended the unveiling ceremony of New Balance's "ingenuity" Anglo American production tour.

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Throughout the world's major sports and leisure brands, New Balance is one of the few sports brands that retain factories in the UK and the United States. Shoes produced in the United Kingdom and the United States are known as the Anglo American production series.

Under the tide of global textile and garment industry shift, the practice of New Balance insisting on British and American origin has also been controversial.

On the one hand, insisting on the original production can guarantee the quality and connotations of the New Balance brand to the maximum extent. On the other hand, the high cost price makes the New Balance lose the price advantage.

Over the past few years, New Balance has been trying to balance these disputes.

In marketing channels, implantable marketing aimed at young audiences has never been interrupted.

Careful you will find that the heroes and heroines of the popular Korean dramas such as "beautiful you", "secret garden" and "stars from you" will wear a pair of New Balance shoes, which is undoubtedly a natural market catalyst for a consumer brand.

There are, of course, some occasional factors in the success of New Balance's digital marketing.

In 2014, the marathon race ran across the country. The time that "ingenuity" showed up on the social media platform just caught up with this trend. The marketing bomb released by New Balance can be detonated in the industry.

So it seems to us that New Balance's difficult marketing method can not be copied by everyone. It depends entirely on the right place, the right place and the right people.

Film and television implantation: high risk and high reward burning game

In the era of TV people accompanying long hours of the night, how many people have noticed the end note of the local trump card: "the host clothes are provided by the XXX brand".

This implicit sentence is actually the prototype of clothing brand promotion by using movie and TV platform.

Nowadays, with the diversity of TV columns, more and more brands are showing for the support of the host, and the competition is fierce, and the effect is not necessarily good.

As a result, the brands allowed by strength are just one step in place, playing the title card with high risk and high return, and the brand that is thought to be released has even boldly planted the new product in the season.

The most impressive film and television marketing cases in 2014 are three: the first is the new dress of "the goddess", the second is the Hai Lan home supporting the running brothers in the form of clothing sponsorship, and the third is the original designer, brand Yi Hui, sponsoring the movie "the gradual growth of love".

The goddess's new clothes set the first high end fashion reality show in China, resulting in the climax of TV viewing in Dongfang satellite TV.

"Running brothers" appeared in Zhejiang satellite TV. The program focused on game entertainment, and Hai Lan's home sponsored the column costumes.

New clothes of Goddess

Judging from the attention paid by ratings, Lanzi and Hai Lan's home and movie marketing are still effective.

However, from the focus of attention, the evaluation of the two brands is different.

Leaving the impression of white and rich beauty, the clothes of Hai Lan's home are broken by people's Tucao.

Let's take a look at the women's wear of Yi Chi Hui in the movie. Although the movie has already sold billions of dollars at the box office, from the audience's attention to the brand, this kind of sponsorship return is very effective.

For clothing brands, it is easy for audiences to accept the idea of paying big price for film and television implantation. After a few years, when Feng's new year's age is embedded in the movie, audiences are already very tolerant of brand implants, and many even expect to see their favorite brands in the movie.

In fact, Yi Hui Hui was not the first brand to be supported by movie costumes. In 2013, there was a case of "night surprise" sponsored by George's, but the effect was not obvious.

So in 2015, the brands that had the heart and the money to play video marketing were going to solve the problem of how to make the implant more brilliant.