What Is The Strong Marketing Mode Of Garment Industry In 2014?

Just past 2014, Chinese clothing industry There are many classic marketing promotion cases. 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

stay Garment industry The practice of inviting spokesmen is very common. It is still common practice to invite popular idols to shoot advertisements for brands, and attract large numbers of fans to pay attention to the brand and buy products with their brand clothing advertisements. The industry has always said that fans can get the world. However, the transformation of "idol fans" to "brand fans" is rare.

As a typical example of the sudden emergence of the domestic garment industry, Semir finally built its own "image endorsement group" in 2014. 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.

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 is to promote New.

Balance short films of the Anglo American origin series suddenly turned New away from the Chinese market.

Balance brand is once again pushed into the public eye. Not only that, but with the help of digital marketing, New Balance has 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 New

Balance fought the battle in 2014, which is both accidental and inevitable.

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 transfer, New

Balance's insisting on the origin of Anglo American origin has also been controversial. On the one hand, insisting on the original production can guarantee the quality and connotations of New Balance brand to the maximum extent. On the other hand, the high cost price makes New

Balance has lost its 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.

Of course, New

There are also occasional factors in the success of Balance's digital marketing. In 2014, the marathon race ran across the country, and the time that "ingenuity" showed up on the social media platform just caught up with this trend, New

The marketing bomb released by Balance can be detonated in the industry. So in terms of synthesis, New

Balance such a difficult marketing way is absolutely not for everyone to copy. 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.

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 two brands have been evaluated differently, and the women of Lanci dress left the impression of white and rich beauty. 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.

Yes Clothing brand In the past few years, after the introduction of Feng's new year's film, the audience has already tolerated many brands in the face of brand implants. Even a lot of people still 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.