Shoes And Clothing Brand New Taste "Heterosexual Marketing"

Some time ago, a mysterious crazy show appeared on the Nanning pedestrian street. More than a dozen fashionable men who were over 187cm tall were carrying the Q Purple handbag. When they landed in the new store of Q, the "Yan value" of the new store opened up, attracting a lot of popularity, and successfully prized the Q shoes Market in Nanning.

Coincidentally, the attempt to "heterosexual marketing" includes XTEP, a domestic fashion sport brand. When the marathon was introduced in Xiamen in 2015, XTEP's meticulously planned Pink Ribbon running group was aimed at directly opening up the women's market, giving the women's runners unique experience on the side of the track.

In fact, a field.

"Behind" is the continuous warming of the female consumer market. In both fashion and sports fields, women's consumption ability is constantly improving. The local shoes and clothing brands want to attract female eyeballs by "heterosexual marketing" and seize more market share.

The newspaper reporter Zhang Ge Ge

"Heterosexual marketing" is unique.

"Once upon a time, I was thinking that it would be nice if I could have a group of male gods in front of me and let me taste the queen feeling.

Now they are standing in front of me, and they are teaching me clothes.

This shopping experience has never happened before.

Li Jingmei, a female consumer, smiles and repeats his feelings repeatedly at the opening ceremony of Q new store in Nanning.

According to the introduction, in January 17th, Nanning pedestrian street appeared in the open street fashion show, more than a dozen men above 187cm height, wearing a black suit, wearing sunglasses, carrying purple handbags, walking in the street with elegant and cool posture. The "Yan value" of the road attracted people's follow ups and exclamations, while the female consumers who entered the shop spent more than 30 thousand yuan on that day.

This is a "heterosexual marketing" campaign designed by fashion woman shoe brand Q.

The event organizer said that the purpose of the event is to break traditional thinking and bring new shopping experience to more female consumers. On the other hand, it hopes to interpret women's desire for fashion through the perspective of "male god" and guide every woman to dress more confidently and more attentively.

"There are clouds in the ancients, and women are pleased with themselves. Then, from the male perspective, there are more fashion suggestions for female consumers." Q is choosing to make a breakthrough with its unique strategy and stand out from the "Jungle" through the differentiation of brands.

Xiao Yong, general manager of Q Nanning branch, said that if we want to survive in such a fierce market competition, we must find a starting point for amplifying the value of our brand. On the other hand, we must win the attention of consumers by constantly seeking new marketing ideas, and bring more shopping experience to our customers.

The other scene is "heterosexual marketing".

In the women's half marathon competition, in November 1, 2014, about three thousand female runners gathered in the Song Yu Middle Road, Haicang District, Xiamen.

In the event, the men's men who held the fuel cards on both sides of the track attracted the screams that came from behind, bringing the unique experience of the women runners.

It is worth mentioning that XTEP has also set up a pink photo area, so that every female runner who has participated in the event has left a precious commemoration in this unique event. The scene and the eye-catching male and male group photo taken together, and the female runner thoroughly felt a male protagonist's enjoyment.

Spreading online and offline

Industry experts pointed out that the use of "heterosexual marketing" can fully arouse the attention of female consumers, and turn attention into brand power and sales force. This is why more and more brands that want to seize the female consumer market will taste "heterosexual marketing".

"But no matter what, brand should be done before and after the" heterosexual marketing ". It will combine the activity gimmick and PR events effectively.

The industry experts said.

Because of this, in the first half month of the opening of Q new store in Nanning, Yishe has planned a series of related online and offline communication plans, and even many hot topics have been placed in the active local forum.

Luo Shaoqiang, general manager of Q, told reporters that compared to men, the frequency of women's shoes and apparel products replacement is relatively high. As the main force of shopping, women have become more and more prominent. How to attract women's attention and turn them into consumption power is a topic of increasing concern to many businessmen.

In fact, in the high-end shopping malls in Shanghai, Beijing and other places, whether it's luxury brands or beauty care brands, tall and handsome male shopping guides are already "standard" of high-end brands.

When carrying out "heterosexual marketing", the brand needs to be fully disseminated, playing the tricks and pmitting to the female consumers through the male perspective, and how the beautiful women in the hearts of men should dress themselves up.

The "male spirit effect" has become a key word in the field of female consumer goods.

Liu Zhichen, chief source of the initiative, told reporters.

Women's shoes and clothing market continues to heat up

This can be felt in Luo Shaoqiang's speech at Q2014's annual marketing conference.

"With the increasing social status of women, their concern for themselves and their internal and external demands are constantly improving. Fashion has become the focus of competition for women's market.

In order to meet the increasing demand of customers, we are leading fashion through more styles.

At present, Q designs more than 30000 new shoes in one year, from which 1800 models are introduced to the market.

On the other hand, we launch the fashion collocation Handbook for every customer, and regularly invite the stylist to go to the store to provide tailored collocation for customers.

Moreover, we have also launched the male vision to interpret the marketing methods of women's fashion, which will become the marketing focus of Q's several regional market development.

Luo Shaoqiang said.

In fact, the warming up of women's sports market has also led the major sporting goods giants to incorporate women's marketing into their market strategy.

This is the case with Anta, the first sports brand in China. As early as 2009, Anta signed Jankovic and Zheng Jie's female tennis girls. This is the starting point of the high fashion sport of tennis, which promotes Anta's penetration in the women's sports market.

Over the years, Anta has once again hit the market for women's sports. This strategy is continuing and deepening.

"With the development of economy and the improvement of living standards, women's concept of fashion and healthy lifestyles is also improving. This will further release the great potential of women's market segments.

This is a consumer of half the population.

From their physiological functions to psychological motives, they are quite different from the traditional market patterns. Therefore, the consumption demand that focuses on women's characteristics is also coming out.

Zhang Tao, vice president of Anta, said.