2018 New Forces Of Footwear In The First Half Of The Year: Pan Entertainment Marketing To Activate The New Vision Of The Country

In the face of large-scale shuffling, in the high-speed development of 2018, it faces a series of tests: high inventory leads to low business efficiency, industrial pformation and upgrading, and consumption upgrading.

Then, in 2018, when consumption escalation,

In the new retail, new consumption, new manufacturing environment, how to subvert the old ideas and the old mode of obstacles? Let's see the opportunity for the whole industry.

2018 in the first half of the year, the word "fans economy" was pushed onto the cusp of the "idol trainee" and "creation 101" two stage idol development program.

But fans are really stupid people? The answer is no, only if fans are willing to pay for them, can they get their love.

Back to the shoes and clothing brand, although the domestic clothing enterprises do not seem to have influential leaders at present, fans' economic signs have been revealed.

For example, it can represent the rise of the national tide.

Brand, following the appearance of the last fashion week in New York, the brand released new products at the end of last month in the 2019 spring and summer Paris men's wear week, and continued to stress the core theme of "China Lining".

Unlike other brands, the real differentiation of Lining brand in the market is that it has the real spirit of sports and athlete genes, and develops the brand story into an advantage, which has become the source of a stable appeal.

According to data, last year Lining group's revenue grew 10.7% to 8 billion 874 million yuan, gross profit increased 12.7% to 4 billion 180 million yuan, gross margin increased 0.8 percentage point to 47.1%.

In the same store sales, Lining sales increased by 10% to 20% in the first quarter of this year, of which retail and wholesale channels recorded 10% to 20% and the number of units increased. The electricity providers also recorded a significant increase of 30% to 40%.

Jiangnan cloth Yi also relies on loyal fans to lay a solid foundation.

CFO Frank Zhu said in an exclusive interview, "loyal fans are the biggest intangible assets of JNBY".

According to the 2018 half of the financial report, the retail sales contributed by the members account for 67.4% of the total sales, reaching about 1 billion 100 million of the total revenue, and the fans economy continues to be the main driving force for the growth of the cloth business in the south of the Yangtze River.

In China, the designer's brand fashion industry accounts for the largest market share, and the loyalty of its fans is also higher than that of other domestic women's clothing brands.

Although the designer brand is not the mainstream of the clothing market, the group of loyal fans holding this subcategory can bring sustained and steady growth and great potential to the brand.

2, pan entertainment marketing activate small country tide.

2018 the most popular minority culture in working years should bring street culture to many street dance programs, and it also brings several small crowd cards in the pan entertainment environment.

Most of the first impressions of tide cards are Supreme, which is often attacked by people. In fact, domestic brands are aware of the changes in the aesthetic taste of young consumers and begin to improve their brand culture and service quality.

The term "chao chao" was put forward in recent years, but it is not difficult to find that this new industry is developing rapidly.

The marketing tools of foreign brands are not the same as those of traditional brands, but the tide of state wants to have a certain influence. What is indispensable is KOL's goods.

As long as the stars are wearing fashionable clothes to go to the airport to take a show or a popular variety, they must bring a wave of rhythm.

This is the street dance. This is Angel Chen.

"The hot blood Dance Troupe" Wang Jia Er team player upper body "not how NICE" the sweater.

After being exposed to celebrities or exposure to variety shows, the national tide not only increased sales of single products, but also increased the exposure and awareness of the whole brand.

If the star matches the brand's temperament, it is more conducive to maintaining brand tonal and cultural identity.

Whether it's the exposure of a variety show or the upper body of a star, it is very helpful for the national tide.

Because the popularity of the national tide really needs traffic, exposure programs or star KOL to promote.

It gives the brand and consumers a quick way to get to know each other. As for how to enhance understanding and enhance sales, it needs more efforts from the brand side.

Under the call of Ma Yun's new retail business, it seems that all the business models are not new hats, but all kinds of new ideas, new gameplay and new models are coming.

For example, Hai Lan's home, signed a strategic cooperation with ALI last year, and joined the Tencent's embrace this year. Recently, the US takeaway group also announced that it would cooperate with Hai Lan's home.

It is worth noting that Taiping bird also announced new retail cooperation with Alibaba in September last year, with target annual sales exceeding 20 billion in 3 years.

Retail is not new and old. To do the details, to do service and to do business in stores is a real effort. What we need is a platform that really meets the needs of user experience, not a slogan, not a single marketing behavior.

4, personalized and differentiated brands are getting better in market segmentation.

95, after 00, the consumer groups are tagged, which means that the upgraded consumer market has become more diversified. Under this new consumption, individualized, differentiated and differentiated lifestyles have emerged, and more small and beautiful niche brands have emerged, and this will become a mainstream trend.

For example, Metersbonwe, a frequent occurrence in the "local couple", was upgraded into five categories of small brands and invited young stars to endorse.

A variety of styles, with your pick, have "youthful" NEWear, "MTEE", "HYSTYL", "fresh city" N vachic and "Jane Sen" ASELF.

In this era of lack of love and promiscuity, it is very difficult for consumers to fall in love with a brand, but they can use many ways to stir up the good impression of consumption.

With the rise of new consumer groups, the economic era of top-down product supply has passed. Shoes and clothing brands must learn to design products in a diversified and multi-dimensional way, and use Internet tools to find the combination point with young people to create brand tonality and lasting influence.