Inventory Of New Marketing Strategies For Chinese Garment Enterprises

< p > 2012, the brand marketing method has been promoted in the pformation, some are new ideas emerged in the new situation, some are the upgrading of the original marketing strategy.

Behind this, on the one hand, is the traditional enterprise's pioneering and innovative marketing mode in the face of adversity. It breaks the tradition with new marketing methods such as micro-blog marketing, Star Marketing and social marketing.

On the other hand, young start-ups introduce innovative technological inventions into the market, use technology to assist marketing, and exploit new things to open up the world.

At the end of the year, looking back at this year's major marketing events at home and abroad, < a href= "//www.sjfzxm.com/" target= "_blank" > clothing > /a >, we can feel deeply that no matter how the current market is, no matter how difficult the current difficulties are, as long as we are good at changing thinking, good marketing strategies can help brands to flow upstream.

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< p > 2012 is a year of complex and changeable industrial situation. For clothing brands and practitioners, difficulties and opportunities coexist.

Under such circumstances, clothing brands are turning their brains, changing their thinking and changing marketing strategies and means, trying to find a new direction and new path for their own enterprises and brand development in this troubled and complicated market.

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< p > < strong > micro film marketing -- glis < /strong > /p >

"P" has always been to create a fashion brand with international influence as the goal of the women's clothing brand Ellassay, this year, together with the "talented woman" known as the multi habitat artist Tian Yuan crossover director, for the song tailor made the first Chinese fashion micro film "rose life".

Rose life is a theme that explores the inner world of women for 5 minutes.

In the film, through the pformation of scenes such as alleys, streets, sheltered ports, fishing boats and barber shops, the pformation of women's inner world is vividly expressed.

In the film, women can be seen from the loss, hesitation, fear to dare to face, courage to experience and find, and ultimately find their own value of the whole process, through the pformation of different scenarios, each detail will be very delicate and complete.

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< p > in the short film rose life, the girl's shape is adjacent, gentle, noble and neutral. It focuses on the different roles of modern women, and blooms with gentleness and strength.

"A woman is like a rose, you are not just a petal, but every petal is a part of you. You are your own universe."

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< p > selling point: "micro" has become the high click rate on the Internet this year, meaning refinement and accuracy.

With the advent of micro-blog, WeChat and microfilm, micro film can catch the theme in a short time, and more abundant than the message pmitted by advertising. Therefore, micro film has become another magic weapon for brand promotion.

Through the microfilm, she reveals the brand's understanding of women, and conveys a positive energy to the consumers. It aims at guiding women to discover their true selves in the process of growing up, so as to achieve more effective publicity.

This way of marketing is easier to resonate with consumers than hard advertising, and to narrow the distance from consumers.

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< p > < strong > Star Marketing -- fan /strong < /p >

< p > this year, despite the good sales performance, the problems faced by customers are endless.

Therefore, all guests once again joined hands with Han Han, hoping to find a "second spring" together with each other's encouragement.

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< p > > everyone in the spring this year launched the new VT main concept "positive energy", and renewed Han Han to launch a new round of offline advertising promotion. All of them show a confidence to consumers. The design of their advertising language not only gives Han Han encouragement, but also announces that the customers are out of the "winter" which is hard to catch up, and seeks their own "spring" determination.

As Han Han and Li Yuchun continue to write "no fear of spring," and "I love you, no fear," the series of print ads appear on the streets, and product posters are also landing at all guest websites.

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< p > selling point: actually, celebrity endorsement is nothing new, but it's a "fit".

At the right time, you can get the unexpected results by choosing the right characters and using the appropriate advertising slogans.

Everyone knows how to grasp the opportunity and catch the eye of the consumer on the choice of stars. As we all know, 80% of the online shoppers are the main force after 80, 90, and young white collar. How to choose the people and things that consumers are concerned about is the top priority of marketing.

As a result, every round of advertising marketing of fan's customers has caused a wave of follow suit and banter on the Internet. Under the sensational effect of the stars, countless consumers have paid their own pockets.

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< p > < strong > micro-blog Marketing -- Nike < /strong > /p >

In the 2012 P Olympic Games in London, Nike, which used socialized marketing well, relied on micro-blog's "great body" copywriting on Nike, so that Nike scored the score in the Olympic marketing war outside the stadium.

From it, we can see the new trend and new method of sports marketing.

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< p > July 25th, Nike's global advertising film "Find Your Greatness" was first preheated on social media. Then, on the day of the opening ceremony of the Olympic Games, the TVC officially landed on the TV stations of 25 countries in the world.

What is even more interesting is that even if it is not possible to mention the London Olympics in an unspoken way, Nike will choose the location of the advertisements in the names of places around the world with the word "London", and deliberately give several large shots. "London Hotel" and "London Square" are also "London XX" of other countries. Ordinary young people converge on the place with the word "London" in place names to challenge their greatness.

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P, August 6th, the day before the 110 metre hurdle preliminaries, Nike released a poster on micro-blog.

Liu Xiang on the poster looked straight ahead and started running. The above copy was written to "great, no need to give answers to others."

Only 14 minutes after Liu Xiang fell down, Nike released a new poster picture on micro-blog. The above copy is: "who dares to spell all dignity, who dares to go all over the summit, even if nothing is gained, who dares to rush, who dares to fall, great dare."

And the text part of micro-blog reads, "let 1 billion 300 million people jump to the finish line with one leg."

Within 10 minutes after the release, the micro-blog was forwarded more than 10 thousand times. After 3 hours, the forwarding volume of sina alone exceeded 100 thousand.

Nike's series of "great" themes have been completely detonated.

Since then, the "great body" has quickly set off a wave of "all objects" like a small climax, which has been constantly interpreted by PS.

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< p > selling point: "by taking advantage of events and exerting force", the charm of social marketing has been fully displayed by Nike in this London Olympic Games.

In the first place, to make an accurate judgement and cooperate with the appropriate publicity copy, Nike's micro-blog won a lot of strength.

Similar to Nike's brand response, BMW, Coca-Cola and Tsingtao Brewery all send positive energy to official micro-blog to encourage Liu Xiang, but their social concerns are not as good as Nike's.

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< p > < strong > integration > a href= "//www.sjfzxm.com/news/index_s.asp" > marketing < /a > -- Jingdong mall < /strong > /p >

The marketing mode of < p > Jingdong mall has always been a surprise move.

In June 1st, the netizen opened Sina micro-blog and found that millions of sina's micro-blog accounts were turned into "Jingdong celebrates the month" pattern. The background of the page is also a very popular red moon advertising for Jingdong.

These micro-blog accounts include popular grassroots accounts and vertical accounts such as popular search, beauty and health, the most musical, micro-blog constellation and Internet.

In addition, Jingdong mall has managed to sell large ads on the website, set up a number of discount zones, and put hard and broad TV broadcasting hours into full play, so the integrated marketing has been most effective and the marketing effect can be imagined.

What is particularly worth mentioning is that in the 2012 auto show, Li Yingzhi, the "goddess of vehicle model", who was the "X goddess of war", appeared in the Jingdong's June Normandy landing page and TV advertisement.

Jingdong's bold move has once again caused shock in the industry.

Meanwhile, Li Yingzhi's hot image collided with Jingdong's shocking discounts and profits, instantly igniting consumers' enthusiasm for online shopping, and the daily sales of Jingdong mall hit a record.

On the other hand, the hit TV drama "men's Gang" is a stage for Jingdong to fully display. Jingdong is constantly appearing in the drama and conveys its service characteristics through various forms.

The crowd of men's gang is mainly urban white-collar workers, and they are the main force of online shopping.

The star effect, the real model, the fashion image and other elements continue to add luster to Jingdong, so that its brand image can be upgraded perfectly.

At the same time, Gu Xiaobai's actor Honglei Sun endorsed many interesting advertisements for Jingdong in the middle of the TV series. This superposition propaganda made Jingdong's brand image popular among the people.

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< p > selling point: in the face of the constantly changing and diversified demands of consumers and markets, the single marketing means seems to be insufficient. The integrated marketing which is good at integrating resources and channels can get twice the result with half the effort.

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< p > < strong > Olympic marketing -- Bosideng < /strong > /p >

The P London Olympic Games have brought global attention to the United Kingdom. Many Chinese tourists will also go to the UK to watch the games.

In the spare time, when Chinese tourists are shopping in London, they will see a familiar sign standing on the most prominent and expensive South Morton street in London, which is known as Bosideng company in the production of down garments.

London is one of the fashion centers in the world. It is also the leading place in the world for men's wear.

South Morton street is like the Wangfujing street in Beijing. The daily traffic volume is tens of millions, which is very beneficial to the shaping and sales of Bosideng brand.

Therefore, choosing London as the first stop of Bosideng overseas development is a long-term perspective.

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< p > it is understood that bostin in Britain is mainly men's clothing, then consider the introduction of women's clothing, down jacket is not the main product.

In fact, Bosideng has begun to introduce men's clothing brand in the country, and is mainly made up of advanced garments. However, in order to win the popularity of the brand and enhance the brand from design to texture, the "overseas roundabout" route was launched from the British market, and then pushed back to the Chinese market.

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< p > selling point: all along, the pace of overseas exploration by Chinese enterprises has never stopped. It can be said that letting the brand go to the world is the dream of every Chinese brand.

It is a good time for Boston to take the lead in the center of London.

But the brand should also see that opening a shop is only the first step in brand development. How to make the brand better integrate into the international market and become more competitive is the most pondering problem in the future.

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< p > < strong > channel expansion PEAK < /strong > /p >

In the Olympic year of < p > 2012, the sports industry is no longer the scene of 2008.

After ten years of high speed gold development, PEAK, Lining, Anta and other enterprises have stopped brakes and accelerated their downsizing.

The recession has led to a decline in sales and high inventories. The winter sports industry has been killed in advance.

In 2009, when sales rose 50% and the total number of stores rose to 20% at 7000, PEAK confidently announced the store plan.

As of September 30th this year, the number of authorized retail outlets in PEAK was 6739, compared with 7806 at the end of 2011, and the number of stores decreased by 1067. On average, about 3 stores closed each day.

It is reported that 239 stores will be closed by the end of the year, and the number will be reduced to 6500.

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< p > defeat: there are various signs that sports industry has been pursuing extensive operation routes and improving sales performance by means of rapid expansion channels, which is slowly coming to an end.

Facing the current market, the sports industry must pass through the cold winter. The key to break through is to identify the brand positioning and enhance the brand's difference, professional attribute and function.

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< p > < strong > cultural marketing: Yi Wen < /strong > < /p >

< p > the British government set the opening day of the London Olympics as "China business day".

As one of the important contents of "China business day", Yiwen group presents a fashion conference featuring "harmony" as the theme and condensing Chinese culture to the world at the outdoor garden of Lancaster palace, the official residence of British business.

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< p > this fashion show is co created by Wang Chaoge, the core director of the opening ceremony of the Beijing Olympic Games, which is composed of four parts: seed and land, water and sunshine, fruit and harvest, and the blending of all things.

In clothing design, < a href= "//www.sjfzxm.com/" target= "_blank" > designer < /a > in the shoulder and other places, we adopt the traditional Chinese a href= "//www.sjfzxm.com/" target= "_blank" > the dress less than the "rounded" profile, and the overall effect is not stiff, reaching the essence of the essence of Chinese traditional culture.

The traditional Chinese landscape painting and flower and bird painting are used to represent the Chinese culture's charm.

The overall design of fabrics is made of cotton, linen and other materials, while opaque cortices and pparent yarns are combined with other materials.

It is worth mentioning that in this show, there are many excellent Chinese entrepreneurs who have successfully displayed the unique humanistic ideas of China's most representative men's clothing brands.

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< p > this is a stunning fashion show. When people are watching a visual feast, it expresses the "fear of life for nature" with the perfect combination of Chinese 5000 years of culture and art, and expresses a Chinese fashion attitude.

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< p > selling point: created from China to create in China, Chinese brand carries far beyond the product itself, which contains the brand's understanding and innovation of Chinese culture.

Chinese brands have gradually developed and matured, and have become the main force to push Chinese culture out. Chinese brands show their value to the world with their unique creativity.

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< p > < strong > environmental protection marketing: Liang Zi Tianyi < /strong > < /p >

"P", as the main garment material of Tianyi TANGY and TANGY collection, is a traditional Chinese ecological fabric with long history and rare. Therefore, the uniqueness of fabrics is the main driving force for the development of the brand, and it has become an important driving force for building the brand's history and culture.

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< p > > "Providence" and "TANGY collection" have persisted in using the traditional Chinese environmental protection handmade fabric of 500 years of production as the main clothing material for many years. This attitude towards cultural inheritance has also made the brand establish a good recognition and credibility in the minds of consumers.

In 2012, in order to let more people understand the traditional Chinese craft culture, understand the silk and understand the "TANGY" and "TANGY collection", Liang Zi has set up a "protection base for the intangible cultural heritage of the glistening silk" in Shunde, Guangdong, and invited the designer of the world-famous building design Shanghai Thoms, the British Pavilion designer Thomas Heatherwick (Thoms Heatherwick) as the base for the architectural design.

Through this display platform, more people can get a comprehensive understanding of the ancient silk fabric, and understand how the "magic silk" has combined the 500 year old traditional fabric with modern fashion to make it onto the international stage.

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< p > selling point: as the natural brand of Liang Zi fashion company for many years, it adhered to the principle of protecting nature and protecting history. Using natural and green glistening silk as raw material, it has been advocating environmental protection and advocating green and healthy life style.

From fabric to accessories, handwork, embroidery and dyeing, every item starts from the most environmentally-friendly standpoint. It also achieves the consistent style of natural clothing from form to connotation and natural health. This kind of environmental marketing brings good reputation and reputation to the brand of heaven.

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< p > < strong > SNS Marketing -- Kappa < /strong > /p >

< p > with the bright prospect of the SNS market, some traditional clothing enterprises begin to test the water interactive marketing, hoping to get a share in such a big market. Kappa is one of them.

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< p > since August 15th, users who log in to happy network "happy life" will find that "Kappa flagship store" has been added in the clothing city.

After choosing clothing in Kappa flagship store, users just click on the pop-up window to enter the Kappa official website, watch the trend mix picture and share the happy net, then open the purchase permission to purchase Kappa clothing compared with other clothing's "super low price", adding user Charm Value and happy value in "happy life".

Click on the billboard set up beside the flagship store of Kappa, and users can jump to the Kappa official website to browse the latest trend information.

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< p > according to DCCI data survey, the high correlation between users and target audience is one of the important factors for SNS to become a popular marketing platform.

Among the main SNS platforms in China, 130 million of the registered users are happy network. The proportion of three high users (high income, high academic degree, high position) has reached 18.71%, which has naturally become the platform that the advertisers are paying attention to.

Industry analysts said that "products as props in the game, a better result is that users will not have the hate to see hard advertising."

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< p > selling point: users have already shown the aversion to rigid placement of ads, but social networking games have effectively evaded this risk, providing a completely new mode.

Users can really participate in the game to get happiness, interact with friends, and are willing to know more about brands.

Kappa calls infiltrate their brand ideas in the social behavior of users, instead of forcing users to promote products.

Moreover, the users of Kaixin net are mostly young white-collar workers, and have a high degree of compatibility with Kappa target consumers.

Kappa creates a brand image that is suitable for young white collar workers through "relaxed life" and relaxed social interaction.

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The change of the marketing of < p > SNS lies in the pformation of marketing mode from advertisement to dialogue, and from the exposure of marketing results to the change of connection.

Adopting SNS's marketing mode will form a deep link between a small group and a small group of users, and a a href= "//www.sjfzxm.com/news/index_f.asp" > clothing brand < /a >.

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