Unconsciously: Finding The Right Way Of Life For The Target Group

Bosteng men's wear is the mass consumption route, and its marketing idea is centered around the image spokesperson Lee Hom.

If Lee Hom was not a singer, perhaps Bosideng menswear did not take the initiative to start marketing in the form of music when signing a contract for endorsement. The naming tour is likely to be a requirement of the Lee Hom team.

So, Bosideng men's clothing won the opportunity of music marketing unconsciously, touched the potential value of music marketing, but did not work hard on the subjective and did not see the continuous cooperation in the later period. Unfortunately, he missed Bosideng.

The best period to enhance popularity.

Look again.

Brand music marketing, first of all, the high-end music brand positioning, in a small range of concerts in the form of affecting their care of this group of people, this idea is accurate and effective.

Of course, similar to Bosteng men's taste of music marketing, the concert sponsored by the singer is actually an act of "willfully".

If it were not for Xia Guoxin, the boss of the song's brand, that he was an alumni (EMBA2005) in Central Europe, if it hadn't been for Xia Guoxin's intention to repay his alma mater, perhaps the marketing of his company would not be related to music marketing at all.

Therefore, at present, such brands as Bosideng and Song Li Si, who have the strength to do music marketing, have not really realized the true meaning of music marketing subjectively.

After that, few people went to sum up.

The reason is largely related to the long-term conservative marketing thinking of domestic clothing brands.

understand

People will find that every time they talk about marketing topics in the clothing industry, many entrepreneurs like to ask a question: "how much money do I need to spend so much money on your marketing and how many clothes you can sell?" unfortunately, if you use "input-output thinking" to measure the algorithm of marketing value, this account is not clear.

Music marketing is not a discount sale, it can not directly bring about the sale of terminal stores. The most direct result is that it can quickly establish or reshape the positive image of the brand.

Especially those so-called high-end brands, the effect of trying music marketing must be in proportion to the reality TV shows or popular entertainment programs with high ratings.

Of course, JEANSWEST's success is largely due to their understanding of their brand positioning and the way of life of their target customers. The goal is not to sell directly, but to maintain the "brand temperature".

Related links:

"The trend of suburbanization of new shopping malls is becoming more and more obvious."

Davies, director of research and consulting department of the first Pacific Research Institute, said there were 8 shopping centers opened in Beijing in 2014, and 4 out of 5 new projects opened in December in the suburbs.

There will be 11 new projects entering the market in 2015, and the suburbanization of new shopping malls will become the biggest trend.

Insiders say that the suburbanization of the new shopping mall has filled the gap of the commercial development in the suburbs, and on the other hand, it is facing difficulties in attracting investment.

Some brands are worried about the lack of customers and unwilling to enter new shopping malls, while shopping centres attract tenants with preferential rents and subsidies. This makes the opening of shopping malls better, but also brings greater pressure for later operation.

Zhang Ying, managing director of Jones Lang LaSalle, Beijing and North China, said that the new shopping malls had better rental conditions. For example, Tongzhou's Wanda Plaza and Daxing Xihongmen gathered at nearly full rent signing rates, and the long Ying Ying Street, Chaoyang's regular business, also made a 85% signing rate.

In the homogenization competition, the most important concern is hung Kun Plaza, which is 15 minutes away from the shopping mall.

Hong Kun Plaza Shopping Center official said that 32% of the items were catering, 20% were supermarkets, 18% were children's formats, and the rest 30% were entertainment and shopping.

It is reported that Hong Kun has invested more than 1 billion 200 million yuan for the shopping center.