The Change Of Clothing Brand Marketing From The Perspective Of "New Domestic Products"

In the wake of the resurgence of domestic goods, in 2010, a series of animated fashion T-shirts were launched in succession. The United States once again joined eight different cultural personages, marching into the outdoor media billboards of big cities, and chanting "I am the new national product" fashion slogan.

Although some people say that this series of advertising is not mature enough from the marketing approach, it is still a pleasant surprise to the industry. It is still a change of marketing consciousness of Chinese fashion brands. At least it can be defined. This is a real breakthrough, but incomplete pformation process, in the process of the creation and implementation of local culture and fashion brand.

Change of state of mind

Foreign names on the top call out new products.

In 2010, old Chinese goods were reborn.

Clothing and cosmetics such as sailor shirts, back shoes, clams oil, palace lantern almond honey and Yu Meijing have become the new favorites of many white-collar workers.

During the period of World Expo in Shanghai, Huili shoes appeared in the world's exclusive merchandise store and was sought after by guests from home and abroad. By the end of August, a series of advertisements featuring Karen Mok as spokesperson took up the prime time of the major TV stations. Before that, the most popular low-level consumers began to march into the high-end cosmetics market. In September 9th, the official Taobao shop of the perpetual bicycle opened, pushing the old and new models of "permanent C", and the young people gathered on the website.

There are signs that after years of being suppressed by foreign brands, the old brands of domestic products have begun a new round of self redemption.

Against this background, the domestic casual wear brand, Mts. Bang Wei, called out "I am a new national product".

The posters from eight fashion pioneers are full of nostalgia and fashion. They also give a good interpretation of the new image of MTEE.

Of course, what attracted us much more attention is the series of graphic works produced by the United States.

Although most people see these advertisements, they will say "what are these people?" but more people can see the idea of the United States.

No matter how good or bad the advertising performance is, the concept of the new national product, coupled with the bombing effect of Chinese celebrities, expresses its own demand: Chinese fashion celebrities are also willing to wear Chinese brands.

If the brand was originally named "Meters/bonwe", it was suspected of posing as a foreign commodity. The introduction of the new national product made people see that the self-confidence of Chinese brands has become increasingly strong.

Change of creativity

From celebrity endorsement to other individuals

Advertising is one of the most important marketing strategies in brand building.

How to make the brand remain competitive and avoid brand aging is the challenge that many historical clothing brands will face in the innovation of image culture.

The most primitive memory of the development of China's brand image advertisement is such a plan: the pictures of factory leaders are stacked on the background of the factory buildings. The characters on the advertisements are generally the big slogans of a chairman (General Manager) who pay the workers' greetings to the society, and how many workers, how many machines, and several enterprises in the country are introduced to the society.

During the handover of the century, with the rising of celebrity endorsements in Zhejiang, Fujian and other places, the fashion brand image advertising strategy has entered the second stage, and is also implanted in the "sprouting stage" of cultural advocacy and cross-border.

Since the first clothing company invited celebrities to speak for themselves, everyone has been following suit quickly and not showing weakness. It seems that without star help, the strength of the company is not enough, and the brand can not go up to the same level.

Celebrity endorsement is considered the most lazy advertising means.

With the popularity of celebrities, it is a shortcut to take the brand.

As a result, clothing is becoming more and more beautiful and more and more self.

And advertising for clothing seems to have never come out of the same pattern.

Today, celebrity endorsement is indeed a double-edged sword, which has played a market role in promoting brand awareness in a certain historical period.

However, with the increasing proliferation of these means and the fact that the advertising industry is not very standardized, it has also led to the phenomenon of star beating. The advertisement has become the star of the show, and what brand the star endorsed has been forgotten by most people.

Although the advertisement of new home products draws on the practice of van customer, but it no longer just focuses on acting stars.

When Zhou Chengjian said in the TVC of the new national product, "Zhou Chengjian is the great patriarch of the United States, and Zhou Chengjian wants to be the global tailor", people seem to have a very fresh curiosity about it.

As a result, Zhou Chengjian's about 400000 fans on Sina micro-blog must have increased significantly after the appearance of the advertisement.

Don't think young people are all blind, but in fact most of them are very rational.

At the end of last year, the Media Research Institute of Communication University of China School of advertising and other two agencies jointly published a survey report on the habits and consumption habits of post-90s college students. The survey showed that nearly 80% of college students chose "I like a celebrity, just appreciate him, but I have no action" and "I do not feel like celebrities, but I do not like it, but I do not hate it". The ratio is 53.4% and 26% respectively.

Fanatical pursuit is not the mainstream of young people. On the contrary, they emphasize themselves.

At this point, Zhou Chengjian's "self" expresses the brand personality of a young person in good time.

However, "one recruit" is not "trick or treat". Once the marketing mode of "self" has been popularized, all advertisements have become entrepreneurs' endorsement cards.

In the way of communication, young tide brands also pay more and more attention to the interactive communication brought by new media.

The advertisement of the new national goods of mus's bond first chose the subway and bus station light box, and drew the distance from its target consumer with strong graphic works.

On the Internet, the new national product TVC frequently appears on the major video websites.

Kaixin, Renren, Sina micro-blog and Tencent micro-blog have also become their new positions.

On micro-blog, "the declaration of my new national product, the daily delivery of domestic goods + new MTEE" also attracted more and more fans to participate.

Compared with the previous brand growth period, the enterprises after mature have less advertising fees in order to exchange for the stupidity of brand awareness. They pay more attention to the effective dissemination of advertising and effective interaction with consumers.