Time Honored Brands Are Still Leading The Trend.

case

Borrow big IP to become a tide maker.

On the occasion of the opening of Disney Park in Shanghai, Princess Disney and Mitch fashion shoes, which were authorized by the US Walt Disney Company, were officially met with Chinese consumers.

Disney has opened 100 cartoon material storehouses to the inner League, which is used in the styles of men's and women's shoes, children's shoes and wedding shoes.

Mickey and Minnie from the West have boarded the upper surface of Oriental cloth shoes, and have also opened the door for women's market and children's market.

For a long time, there are more men in the old union shoes, and a large proportion of Disney's consumers are young women who have Princess dreams. This is the market short board for internal League promotion. The IP authorization of the princess Disney and Disney series has made the rapid rise of the inner League as a new love for young consumers.

Cooperation with Disney's IP has brought strong confidence to the league, expanding more resources and breaking through the original design bottlenecks.

The company will negotiate with ALI fish to find other quality brands that can be combined marketing.

In July this year, the cooperation with animated movie "big fish Begonia" made the inner League become "net red".

The Chinese wind - rich series of products was set at the beginning of 900 pairs, and less than 18 hours and two women's shoes were sold out in less than 18 hours.

Comment

Old brands should be boldly preserved, inheriting and maintaining their excellent cultural heritage and intangible cultural heritage.

Liu Xiaohong, President of the Beijing time honored brand association, said that excellent traditional culture concepts such as responsibility, integrity, kindness, harmony and justice are all old brands need to stick to.

Over the past hundred years, excellent traditional skills have also been passed down from generation to generation.

As an old brand, there is also a responsibility and mission to keep pace with the times, that is, to innovate and develop on the basis of persistence and inheritance.

Under the new normal situation of reform and opening up, outstanding achievements have been made in the inheritance, innovation and development of time-honored brands.

The collectivization development, capital market operation, chain operation mode, e-commerce application, cultural and creative innovation, brand influence promotion and so on have been widely recognized by the society.

Beijing old brand expert Gao Yi Dao believes that the "time-honored brand" enterprises are developing in the fierce market competition, and they own relatively strong innovation genes. These enterprises are the top quality of China's commercial and handicraft industry for hundreds of years. Under the background of economic globalization, we should further explore their innovative genes to achieve the "brand bonus" of China's economy.

dialogue

Cheng Xu, deputy general manager of inlining shoe industry Co., Ltd.

Continue to work hard for young consumers

Reporter: from preparation to implementation, how long is the production cycle of a large IP cooperation series?

Cheng Xu: from the project to the product launch, the birth of the IP derivatives series takes about 40 days.

In this, 3 weeks out of the design plan, 1 weeks to adjust.

The management team is preheating and the public is ready to go online.

Reporter: many series of products are sold through public chips. Why?

Cheng Xu: from the point of view of popularization, public funding has good dissemination.

Although there are also Tmall and other electricity supplier channel stores, many consumers search stores through natural search.

But in the crowd raising, the platform has separate traffic and has the advantage of increment.

From the perspective of inventory, it is hard to predict sales volume.

Hot stocks may not be enough and goods will be broken. Once the design and operation are not well prepared, the sales of products will not be satisfactory. There will be a risk of backlog.

The C2B mode, which is produced on demand, reduces these two risks.

In addition, the public funding also allows enterprises to reduce costs, targeted.

A large IP series usually has 6-8 products, several of which are likely to become explosions, and several are not popular.

Public funding will better guide enterprises to carry out production.

Reporter: in the new environment, how can the old brand enterprises constantly marginalized do marketing well?

Cheng Xu: the time-honored brand carries the history, and also represents certain quality, reputation and craft. What the intranet is doing is the activation of the intangible brand.

After 2013, internal League established the strategy of "brand fashion pformation" as the main goal.

In the past, it was the old product, the old marketing mode and the old customers, and it hoped that it would take 5-10 years to make the brand younger and train new consumers, so that it could grow and grow in the market without being marginalized.

Interviewer: what is the reason for this year's efforts to launch big IP derivatives and creative products this year?

Cheng Xu: internal League has been preparing since last year. In October last year, in collaboration with Disney, internal League fumbled the marketing way of IP derivatives. This "routine" can be widely applied in other literary creation series.

This year's first project has benefited greatly from the cooperation with experienced the Imperial Palace Taobao, which has played a great role in promoting public funding projects and cultural and creative projects after the rise of the league.