Seven Wolves, Nine Herd Kings And Other Fujian Faction Men'S Clothing Against The Trend, Airport Marketing Highlights High-End Positioning.

In August, as if overnight, the advertisement of seven wolves and nine Mu Wang suddenly appeared in China's second tier city international airport.

Earlier, he also launched two international airports in Bangkok and Tokyo.

Brand offensive.

At present

Under the grim situation of the collective weakness of the service industry, the Fujian style business men's clothing, which has made outstanding achievements, has been in the opposite direction.

Insiders pointed out that the first thirty years were successful through the extensive development of low-end products.

Now, we are faced with the enormous challenge of structural adjustment for improving the competitiveness of our products.

Especially under the pressure of high storage in the whole industry this year, it is a strategy to win the high end market and get rid of the low-end market price war.

Airport Marketing highlights high-end positioning

The airport marketing force began in July 15th, focusing on the layout of airports in Beijing, Shanghai, Guangzhou, Shenzhen, Nanjing, Changsha, Chengdu and other national front-line and second-tier cities.

Almost the same time, seven wolves are brewing the same brand promotion strategy, from August 1st, its brand new print ads in Beijing, Shanghai and other 18 key airports synchronized appearance.

It is understood that the airport marketing offensive of the nine Mu Wang is backed by "China's first professional aviation media operator" Air Media group's superior resources.

The two sides have reached a binding strategic partnership agreement.

"This is a deep and high-end cooperation between the nine kings and the US, and the two sides have signed a long-term cooperation agreement lasting 3 years."

Asked about the reason why he joined hands with Hang Mei, Hu Zhonghui, director of the brand center of the nine Mu Wang market, said it was a "three high" Cooperation -- high-end media, high-end crowd and high-end cooperation.

"The frequent entry and exit place of high-end target groups is the focus of our brand promotion, and the airport is naturally a good window for brand communication and business expansion of" nine Mu Wang ".

It is worth mentioning that high-end cooperation is also reflected in exclusiveness.

In order to fully protect the rights and interests of strategic partners, the cooperation agreement signed by both sides is exclusive in China's men's wear industry.

Industry experts said that domestic brand enterprises have a certain degree of "follow suit" phenomenon in brand marketing.

This agreement has enjoyed a unique competitive advantage in the airport media over the past few years.

This year, many people with good looks have traveled to Japan, Thailand, and on business. They also noticed the huge billboard of Li Lang, standing at the endless stream of Bangkok airport and Tokyo Ginza.

"Li Lang advertise at Thailand Bangkok airport and Ginza in Tokyo, mainly targeting the target audience to travel abroad."

Hu Chengchu, vice president of Li Lang, explained that the airport is the window and gateway of the city. Through market research and demonstration analysis, the consumer groups in Lai Lang have a good coincidence with the high-end crowd entering and leaving the International Airport and international metropolis. Based on the principle of precision and the high-end positioning of the brand, Li Lang decided to spend huge sums of money on outdoor advertising in Bangkok airport and Tokyo Ginza.

It should be said that Hu Cheng Chu's remarks gave way to the three major business of Min faction.

The main reason for the International Airport.

Coping with the challenge of foreign brand

In the Great Depression of the industry, Fujian business men's clothing group launched a high-end marketing offensive at the International Airport.

"China's men's clothing in turmoil

The market is undoubtedly thrown into a bomb.

Zhang Fasong, a marketing expert familiar with Quanzhou Menswear, looks like this is a collective effort of the Fujian Style Men's clothing to try to stir up the existing market in the downturn of peers.

In line with the new offensive of airport advertising, the above men's clothing also promotes brand upgrading synchronously.

This year, the "nine herd king" launched a Seiko tour to improve the quality and brand height, and the airport is an important place for business travel.

According to Hu Zhonghui, in the second half of this year, the nine men's men's clothing will also carry out a strong promotion with "elegant gentleman equation" as the core theme, and carry out seamless communication between the airport and the high-end crowd.

In fact, comparing the men's products of this year's products, there is a common rule, that is, collective efforts to advance into the high-end market.

In recent years, the seven wolves also promoted the "men's clothing" with the help of the four men's spokesmen.

"More importantly, the airport has the special role of displaying brand image and market research."

Zhang Fasong believes that Fujian business men's clothing may also want to use the airport, throwing stones to high-end people, try the market's response to brand upgrading.

Contrary to the strategy that Quanzhou menswear vigorously promotes brand upgrading, some big foreign brands have begun to grab the Chinese three or four tier city market, and the channel tentacles are sinking to the lower tier cities.

Accordingly, the industry has analyzed that international brands have been stationed in the Chinese market for some time. The operation of brands in the first tier cities has been relatively mature. In the face of the saturated market, they will inevitably choose to infiltrate into small and medium-sized cities.

Quanzhou business men's clothing, as the leading brand of national brand, although it is still at the initial stage of international competition, it is the first step to deal with the new communication strategy of competition.