Urban Beauty In The Brand Strategy, The Three Magic Weapon Marketing Capability Is Almost Explosive.

The crowd is bustling.

Chongwenmen new world department store, a fashionable young woman, is tired.

She found a seemingly ordinary drink vending machine, put in a coin waiting for the thirst to drink.

The next scene is unexpected. The vending machine is not a beverage, but a beautifully packaged city beauty.

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Her face was discolored and overwhelmed. The shy expression was recorded on the electronic eyes hidden in the vending machine and shared with micro-blog, WeChat and video websites after being authorized.

In the whole day, dozens of customers staged "expression show" before this vending machine, accidentally becoming the "shy" of urban beauty.

The protagonist in the case.

Urban beauty is very "able to play" and "can play" is not just urban beauty.

Explode the social media "Optimus Prime", the marketing planning of net red Tibet live broadcast, Steve Wong and Wong Ka Kui's spaced dialogue, "the sky and sky", and the movie Liao Fan relationship starred by actor Liao Fan.

The marketing tactics of Dongguan enterprises are less formal and pedantic, and many of them do not follow the conventional ideas: entertainment, mutual affinity and interaction have become the new key words in the brand strategy of Guan enterprises.

Playing and playing, Dongguan creates "play" to the value plateau of the smile curve.

From the beginning, Dongguan began to feel that it did not need or understand marketing, and gradually began to learn marketing skills rigidly in the process of building its own brand. To this day, there was a new world of "playing" out of the world: more and more "Wan Ming" enterprises, which confirmed that in the spring and autumn rains of many years of pformation and upgrading, Dongguan's manufacturing has changed from hardware to software, from material to spirit.

New tactics of star tactics

Moving the brand to the star concert is the new tactic of the star game, which is called "the first fast fashion underwear brand in China".

Huang Xiaoming, dressed in a cool white shirt and dark jeans, walked to the center of the stage, and put on earphones and glasses skillfully. He quickly entered the role of DJ on the spot.

The squeaks of female fans on the stage seem to turn the ceiling of Dongguan Dongfeng Nissan basketball center.

This is not long ago the first brand competition of the underwear brand in China. The organizer is the Dongguan urban beauty.

In addition to Huang Xiaoming, there are also popular stars such as Lin Chiling, Ling Huang and Huang Zhi Li.

Moving the brand to the star concert is the new tactic of the star game, which is called "the first fast fashion underwear brand in China".

"We hope to spread the idea of healthy fashion to the outside world and to consumers through more channels in a more youthful and entertaining way."

Zheng Yaonan, chairman of the city beauty, bluntly pointed out that the past conferences were more about showing new products, styles, fabrics and quality to dealers, but this year some functions have been pferred to Gabon.

The effect of "play" is immediate.

According to the statistics of urban beauty, the communication effect of "big show" is outstanding, and only a few mainstream video websites hit more than 50 million hits.

In fact, for Dongguan enterprises including urban beauty, celebrity endorsement has always been an old way of brand marketing.

However, in the past, it was usually just for the big ones to say an advertisement to the camera, or to set up a group of posters with POSE on the product.

But nowadays, the star tactics of Guan enterprises are full of variety, and let stars become more deeply embedded in brand image, corporate culture, product development and other links.

Let Lin Chiling, the goddess, be the designer of underwear, is another marketing idea of urban beauty.

As the chief designer of the company, Lin Chiling has done his duty.

Last year, in order to celebrate the sale of 1 billion underwear sales for urban beauties, Lin Chiling participated in the design of a commemorative jewel underwear, and displayed it at the celebration scene. On the "The one 2015" fashion lingerie show, Lin Chiling wore his underwear "love pink" show which was personally involved in research and development.

In the way of star tactics, the production base of Jinli mobile phone in Dongguan is also ingenious, and their selling point is feelings.

Steve Wong, a member of the beyond band, through the CG technology, sang a classic song "the boundless sky" with his late brother Wong Ka Kui. The familiar melody and inspirational lyrics also attracted the chorus of the full chorus.

In the eyes of the outside world, Jinli's show is trying to link the brand image with the struggling middle class.

The beyond band, which is inscribed in the memory of a generation, and their "boundless sky", has become the carrier of shaping and spreading the brand image.

Mousse, who has been more than brand culture and idea, has also played a distinctive role in playing star cards.

Liao Fan, the film festival of Berlin, became the main actor in the film "bed 2".

"This micro movie is popular on the line, and now it has nearly 300 million hits on the web."

Qiu Haoyang, Chief Cultural officer of mousse bedroom products Co., told reporters that mousse has produced 4 microfilms, including "bed relationship", "sleeping fame", "Romance" and "bed relationship 2", explaining the concept of "healthy sleep" from different angles, and emphasizing the influence of audience values instead of purely product implants.

The grass roots line of "draught"

"The traditional marketing method has not adapted to the new demand. In the process of building the brand, Dongguan enterprises are eager for more natural, more entertaining and more popular marketing methods."

Tang Li Dan said that net red became the best carrier for these enterprises to realize these new methods.

The small and medium enterprises that have no money to invite big stars are also very good at playing. They are eyeing the grass roots red net of the Internet draught.

As a result, the net red economy speeding up the ride, began to carry Dongguan manufacturing to the new value area all the way.

Toptime CEO Tang Li Dan has been busy preparing a webcast of the net red Tibet tour. It will launch the appropriate net red from the first net red competition of Dongguan, which she participated in, and share it with fans through the network platform.

In fact, this net red Tibet tour is a marketing activity planned by a boss of Dongguan, hoping to enhance popularity and brand influence through the live webcast and amassing popularity.

"The traditional marketing method has not adapted to the new demand. In the process of building the brand, Dongguan enterprises are eager for more natural, more entertaining and more popular marketing methods."

Tang Li Dan said that net red became the best carrier for these enterprises to realize these new methods.

Docking network red economy and Dongguan industry, let Dongguan manufacture with the help of net red this "draught" to create the brand, is precisely Tang Lidan's topological time and space participation in hosting this network red race's original intention.

"After our research, we find that many net red products are clothing, women's shoes, cosmetics, and this is the strong point made in Dongguan. Many net red products are bought through Humen, and the profits are realised in Humen."

Lei Jianlong, the head of the Organizing Committee of the competition, told reporters that at the same time, many traditional Dongguan manufacturing enterprises were eager to connect with these nets to achieve their pformation.

In fact, net red as a new Internet outlet, with its strong entertainment, style and people, and other advantages, the leading role of the manufacturing industry is accelerating.

Take Taobao store, a newly rising net, "Zhang Da Yi" as an example. Last year, its annual sales volume was over 100 million yuan. Besides its lucrative profits, it also drove downstream buyers, manufacturers and distributors.

The accuracy of brand marketing is a major reason why net red has been favored by Guan enterprises.

"We classify and locate all net red and daring people, according to their areas of expertise, such as sports travel, clothing, beauty and so on."

Tang Li Dan said that these net red as the subdivision of the "daring" for the corresponding product endorsement, can better reflect the characteristics of the brand, will increase customer stickiness, and enhance customer loyalty.

"The competition has gone through 3 audition, and now 42 people are in the final."

Tang Li Dan told reporters that the competition has also made achievements in the docking network red and enterprises. At present, it has reached a cooperation with the relevant enterprises, and will make brand marketing for the company through the creation of Ji Guowei, Xuan Xuan and other two net red.

Dongguan's desire for brand marketing has forced the net red economy to rise rapidly in Dongguan.

In addition to the first net red competition in Dongguan, the first online redpoll contest jointly held by the Dongguan times and the Dongguan beauty cube hospital was also opened in the first half of this year. The native born Hong Meng Han has successfully held a solo concert with tens of thousands of fans on the scene.

Under the backdrop of net red warming, the overall docking of Dongguan industry and net red economy has also taken steps.

A few days ago, the 1840 public service photography base service platform was officially launched.

Wei Jianjun, director of the Humen electricity supplier Industrial Park, told reporters that the photography base wanted to take pictures by inviting "small net red" and photographers to make photos of Humen and even Dongguan's clothing industry to keep up with the "net red economy".

"What Humen garment enterprises want is brand creation. Net red economy has given a good way out."

He said.

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For the demand of net red, the garment industry may be more urgent than other industries.

In recent years, a large number of local e-commerce clothing enterprises in Humen have gone far and far, and have gone to Guangzhou to do marketing activities. It is because of the many "small net red" of Guang Shen, which is very good for improving the clothing brand.

In Wei Jianjun's view, the creation of the photography base is not only expected to change this situation, but also enable Dongguan enterprises to focus on core business and outsource brand marketing to the professional public platform, so as to accelerate the shaping and dissemination of Dongguan's manufacturing brand.

The entertainment of brand marketing not only relies on the net red of large and small, but also realizes the entertainment spirit of Dongguan enterprises soon after it understands the meaning of "play".

In addition to the creativity of the beverage vending machine of the urban beauty, the owner of a furniture business in Dongguan spent nearly 5 million yuan to buy the news of the "Optimus Prime" prototype car in Transformers. At the same time, it became a popular news in the social media.

Value Mining of smile curve

In recent years, with the deepening of pformation and upgrading, more and more Guan enterprises have gone through the path of brand marketing, which is invisible, can not read, can not keep up with the "city will play".

"Can play" Guan enterprises, has now liberalized the depth of the smile curve on the marketing side of the added value.

At the ends of the charming smile curve, the left is R & D, and the right is marketing.

In recent years, with the deepening of pformation and upgrading, more and more Guan enterprises have gone through the path of brand marketing, which is invisible, can not read, can not keep up with the "city will play".

"Can play" Guan enterprises, has now liberalized the depth of the smile curve on the marketing side of the added value.

The urban beauty who made a living by OEM is a sample of the high-end value chain of Dongguan enterprises through successful brand marketing, from the value depression to the "play".

"Those years before and after 2003 are the best times for OEM companies, and the profits from OEM are very high.

At that time, the city beauty also OEM for other enterprises. The income from OEM accounted for 40% of the income of the urban beauty, and there were about a million yuan a year.

Zheng Yaonan, chairman of the city beauty.

As a foundry enterprise, the urban beauty of that time had a high profit and did not need to do brand marketing at all.

However, with the change of the external economic environment, the urban beauty gradually stopped the OEM business, and began to build its own brand.

In the beginning of the brand marketing process, the annual new product release of city beauty is mostly a positive business technique, or direct display new brand series, or announce to cooperate with international manufacturers to perform the business behavior of brand promotion.

Whether it is the shape of the brand image or the effect of information dissemination, it is not the same as today's city beauty.

More than just urban beauty, in the initial stage of exploring brand marketing, most of the marketing of Dongguan's enterprises are sitting tight.

Among them, the urban beauty can be said to be one of the earliest "enlightened" enterprises.

Until the beauty of the city appreciating the value of "play", the image of the brand becomes more vivid and fresh.

Zheng Yaonan disclosed that in the brand building, the urban beauty invested huge cost, and the annual promotion cost exceeded 100 million yuan.

With urban beauty becoming more and more popular in brand marketing, a "underwear kingdom" was born quickly.

Now, the city beauty has over 8000 shops in the whole country, with annual sales revenue of several billion yuan, ranking the first place in the domestic market. It is already the largest underwear enterprise in China.

At the same time, the urban beauty gradually stripped the production link with low added value. Now 97% of the company's products are distributed to the foundry factory, and only 3% of the products are still produced in the old factories in Fenggang.

In fact, many Dongguan enterprises are on the same road as urban beauty.

As a former foundry factory, there is no need to consider brand marketing. After pforming into a brand, it begins to learn marketing skills and becomes more and more "able to play" in constant exploration and sharpening.

From another perspective, the infiltration and edification of the pformation and upgrading atmosphere for many years has made the change of Guan enterprises extend from the product level and technology level to the enterprise spirit and corporate culture level. This is an important factor that Guan enterprise has suddenly become "play" in recent years, and also let Dongguan create new vitality from inside and outside.

Unconsciously, those rigid, boring marketing methods have gradually disappeared in Dongguan.

In the process of pformation and upgrading, the Dongguan enterprise, which is constantly evolving, is acutely aware of the change of audience demand in the new era, and has quietly changed the way of docking the market.

"Brand marketing needs to keep pace with the times and integrate innovation."

Qiu Haoyang has a deep understanding of this: "in the era of Internet popularization, the pace of life is quickening and the lifestyle is more convenient and quicker, so the audience receives information and follows this rhythm."

Qiu Haoyang said that taking mousse's series of micro films as an example, with the help of new media's propagation path, entertainment content and more popular way of dissemination, the idea of mousse can spread like sound waves.

In Qiu Haoyang's view, the change of brand marketing strategy is also reflected in more attention to the audience's inner feelings, emotional identification, innovation from the media, content and communication mode, and the dissemination of information to a broader and deeper level by means of soft means and more easily accepted by the audience.

The marketing innovation of urban beauty also follows this idea. The foundation of its marketing creativity is also based on the insight of consumers, so that the enterprise brand can be recognized and disseminated quickly.