(I) Regional rolling development
The mode of development that can be carried out by force and rolling is not only suitable for companies that are aspirational in the national market but whose strength is temporarily insufficient, but also suitable for enterprises whose brand exceeds strategy and strives to become the nation’s leading brand. In recent years, Wang Lao Ji in the beverage industry has risen rapidly. The successful use of this strategy is one of the key factors.
The domestic men's clothing industry is extremely competitive. In Ningbo, Zhejiang, there are a number of strong traditional brands of menswear (suits) known as the “Red Gangâ€, such as Youngor, Shanshan, Baoxi, Pei Luocheng, Luomeng and Hongdou. In the Quanzhou area, there are also many men’s teams—seven wolves, Lilang, Qipai, Jinba, Jiumuwang (Tiger, Aidu, Fugui Bird), etc., and they are the leading position in the industry. Coupled with the international men's wear brand's great interest in the Chinese market with huge market and unlimited potential, they all enter China, and its high-end position will inevitably have a strong impact on the domestic men's wear brand that is positioned in the mid-range. The competitive landscape of the Chinese men's clothing industry will be further heated up.
At present, the brand vision of many men's wear in China is: Leading Chinese men's clothing or becoming the mainstream brand of Chinese business casual men's clothing. Objectively speaking, the current domestic men's wear has a certain amount of influence on the brand, the industry's brand for consumer attraction and sales continue to weaken the pull. Between multiple brands seems to be an "equalization" pattern, beyond and with the men's clothing brand that stands out from the significance.
Given that many companies have limited annual budgets for branding and the current global economic downturn, I suggest that menswear companies adopt a “regional rolling development†strategy in branding. Select 3-5 sales regions (or provinces) for sales contribution at the forefront of the system, and place ads on the system - provincial and local TV stations, media, magazines, urban commercial areas and station outdoor, car TV (buses, trains, buses), radio stations , The ground's marketing activities (entrepreneurial activities, college entrepreneurial competitions, etc.) were held at the same time, sales network promotions were also followed up, creating a strong brand position in the region, and boosting the national market by regional development.
(B) draw on ANTA
As the first consecutive years of market share of sports shoes, the leading brand of sports products in China, Anta, has demonstrated two distinctive and brilliant features. It is worth learning and learning from us. First, it is the most effective in China. The influential professional basketball league CBA spreads the main line, supplemented by national volleyball leagues, CCTV sportsman selection, NBA Rockets partner, KO street basketball game, sports star gathering group endorsements, and awards for various large-scale events. The sponsorship of .com is the context to spread the brand's full coverage. Second, CCTV-5 is the main battlefield for dissemination. It is supplemented by provincial satellite TV, news media, and portals to achieve a rigorous, three-dimensional coverage network. .
Therefore, I put forward two suggestions for domestic men's brand management: First, to sponsor a nationwide, continuous (not continuous throughout the year) large-scale events that are in line with the brand image and core values ​​(closeness), as brand communication The main line; consider some influential person selection activities to enhance brand height and reputation. Second, at present, the advertising of many men's wear brands is limited to one set of CCTV, highway street signs, aviation magazines, and "soft paper" propaganda, etc. - The depth and scope are limited, the nature of investment promotion is obvious, and the brand image is not well-shaped and spread. My own suggestion is to appropriately reduce advertising in CCTV and increase the means of dissemination - newspapers, magazines, networks, car TVs, bus bodies, outdoor areas in urban commercial areas, etc., so as to achieve three-dimensional and systematic dissemination effects.
(III) Integrated Advertising
According to relevant research, today's increasingly important spiritual needs, consumers are still looking at the quality of Chinese products. One of the main purposes of buying brand names is the protection of quality products. At present, many companies pay too much attention to the dissemination of imaginary spirit, ideas, and connotations. This is not enough for brand building.
Some men's wear brands have a relatively single form of advertising. It is suggested that under the circumstances of brand-based advertising and quality advertising, appropriate product advertisements, corporate image advertisements, and public service advertisements should be added to create a distinctive and complete brand image. Some surveys have shown that when consumers choose to shop, they look very much at the corporate image of the company itself, public welfare, and social responsibility.
(D) Consumer, Media Survey
Men's clothing companies need to conduct regular consumer surveys (or consumer communication meetings) several times each year while purchasing professional survey reports. They communicate with our consumers face-to-face, gain insight into consumer needs, listen to opinions, and improve deficiencies. Near brand and consumer distance (can also reverse some consumers' bad perception of the brand).
In terms of advertising, we need to investigate the target consumers' exposure to media and habits, and effectively increase the effectiveness of brand communication, instead of simply collecting ratings reports from survey companies.