As we all know, a strong brand should be brand intensive management combined with rough brand hype, such as Ye Maozhong, and intensive management is more aimed at companies like IOT, helping enterprises to do systematic construction and giving more consideration to long-term development and sustainable development. Fujian enterprises are the birthplace and main battlefield of Chinese national sports brands. The phenomenon of single promotion mode "star+advertisement" is also related to the misunderstanding caused by the simple and straightforward understanding of international brands. Domestic sports brands saw that foreign brands invited spokespersons to advertise more, and they also caught up, but domestic brands only saw the rough hype of foreign brands and did not study the intensive operation of foreign brands. Speculation is quick success and instant benefit, but it is intensive management that ensures the long-term development of enterprises. Celebrity endorsements are not only sports brands in Fujian, but also many brands in Fujian, such as Li Lang and Seven Wolves. There is nothing wrong with doing this, but the method is too simple. This is just one of all means of promotion. The terminal is the best advertisement. When it comes to promotion and advertising, I tell many people that the best advertising is the terminal. Today, if everyone stops advertising, then we can boldly advertise, but all advertisements are overwhelming, and we can't be different from others if we advertise again. What today's customers see in the consumption process is still your atmosphere, sales, display and service at the terminal. This is our visual merchandising. Terminal is our best advertisement, and terminal advertisement can realize our terminal interception. There are many ways of advertising differentiation, such as the content differentiation of sports products and the spirit differentiation of brands. Advertising in the market means nothing more than basketball, sports, winning or losing, and fighting. We should know more about sports, what kind of clothes sports belong to, and whether we should only show the spirit of sports.
Today, sportsmanship itself can no longer be linked with social development and consumer demand. I wear sports and leisure, and I wear fashion sports, which not only embodies the spirit, but also embodies the fashion side, leisure side and brand personality. Fujian brands don't understand the classification of clothing. Brand positioning is only in consumer positioning, price positioning, promotion positioning and channel positioning, but these are difficult to differentiate. The most critical product positioning is fundamental differentiation. However, it is difficult for Fujian brands to understand what kind of sports they belong to.
Where should I put the movement? We talk about clothes in four parts. The first one is the dress, which accounts for a small proportion, accounting for 2% in foreign countries, but no matter how big the functional attribute of the product it represents, it is all the clothes for banquets, parties or weddings. Second, formal clothes, such as suits, ties, underwear and shirts, are more formal occasions. Suits are used in business negotiations and professional forums. The third is business and leisure, worn from Monday to Friday. Business and leisure here have taken on a new look. In addition to business functions, it also highlights brand personality, some people-oriented and some fashion sense. The fourth is weekend leisure. What are we going back to do at the weekend? We will do sports, go outdoors, go to bars, go shopping and stay at home.
It is fashionable and casual to wear at home, whether it is home clothes or pajamas. Bars, shopping, parties, wearing some small dresses or fashionable casual clothes, VEROMODA, ONLY and JAOBOO are all these. Outdoor, divided into professional outdoor and fashion leisure outdoor. Sports and leisure are divided into professional sports and fashion sports. Professional sports put more emphasis on sportsmanship, because professional sports are more spiritual. When it comes to fashion, sports and leisure, it will become a "pan-"movement. For example, I buy clothes not only for playing tennis and basketball, but also for fashion. In these professional fields, brands do professional sports, not ordinary people, so they study professionally, specializing in running shoes, basketball shoes and so on.
This kind of professional market only accounts for 10-20%, which only plays a professional scale, but more often it should reflect the spirit of fashion, leisure and individuality, which is reflected in fashion and leisure. I can take exercise as one of my elements and expand it. For example, Burberry's red label is not the same as Adidas, Nike, Puma, Kappa and underwear to join. We usually see. It's sporty inside, but you can wear it at work; For example, our Dzheniya sports series focuses on tennis, sailing, basketball, golf and so on. There is also the green label of boss, which is also a sport; Li Ning's E7 series, PRADA also has a sense of movement, Y-3 and so on. The sports of these brands are completely different from the sports we understood before.
Adidas will do joint marketing or interactive marketing every year and quarter, and will cooperate with some famous designers, or a brand or a doll, or an artist to launch a concept to make its brand more fashionable, innovative, electronic, scientific and conceptual.
We can also incorporate ethnic elements into the fashion movement. Many foreign countries apply national elements to colors, such as the British flag, the French flag and the Russian flag to clothes, not only in professional sports, but also in fashion sports and leisure, and turn them into some kind of symbols. China needs such brands. For example, Li Ning should launch such a series, which can represent the flag of China fashion sports brand. But this brand is not only a professional concept, but also very fashionable, such as GUCCI's new red and green series. Because the Italian flag is red, white and green, we can learn this fashion concept and launch such Chinese series, such as Li Ning, Anta and Xtep.
Fashion movement has many points to cut into. I'm just talking about some problems, and I can also cooperate with fashion brands and celebrities. As we know, Y-3 is a collaboration between professional brand Adidas and fashion designer Yamamoto. EXR, a Korean brand, is to make a sport, such as racing, more fashionable. Therefore, the brand is excavated in this way, and our brand must be treated systematically. Our domestic brands often only learn the fur and shell of foreign brands, and the fundamental connotation and essence are not shown. If China's brand wants to last for a long time, it must be rooted in its own brand and its own personality culture. Without personality culture, enterprises will not last long. Brands in China tend to do a lot, but not much. Brand personality cultural brand must clearly distinguish personality. Personality is not a dot, a picture, an advertisement or a slogan. If our brand wants to go for a long time, we must establish our own brand personality system, which we can understand through consumers. It is more of a personalized value chain. When consumers come into contact with your brand, they will not only use a picture, a light box, a cartoon and a slogan. More through your terminal performance, such as doorknobs, windows, models, picture books, store products, product matching relationships, the overall atmosphere of the store, lighting, materials, services, websites, press conferences, and order fairs, this is a comprehensive feeling process, and this feeling process will eventually wear a line, which is the invisible value chain of the brand. This chain passes through all tangible and intangible objects, and when it is lifted, there is nothing left.
Personality chain is the future direction of our China brand. Personality chain will form a brand's lasting personality in the long run, and generate new themes with popularity. Our personality and the dynamic genes of fashion are equivalent to activating the static genes in personality and producing new themes. Every season when the theme is presented, there must be changing and unchanging elements. Just like LV, what remains unchanged is the brand's long-term personality, which remains the same after 500 years.
If represented by a chart, the personality chain means that this is the horizontal axis and the vertical axis is our brand. Many enterprises regard corporate culture as a strategy, but the strategy is too far away from culture and terminal. We want to make the corporate culture from the inside out. This is not only a question of promotion channels, but also a 360-degree compound cultural promotion method. From enterprise to terminal, from enterprise strategy to brand culture to terminal culture, this culture is not only a brand of light, but also related to the root of enterprise culture. Therefore, there is a running value chain between corporate culture and brand culture, which includes the central point of the enterprise is brand positioning, the core value of the brand is brand culture, brand culture and corporate culture are related, and corporate culture and corporate strategy are related.
In addition to the consumer groups, prices, promotions and channels in the 5P, the core part of the brand is product positioning, which is divided into attributes and personalities. For example, we also talk about sports. Lacoste talks about tennis, and attachment talks about tennis. At this level, it is still an attribute. What is personality? Lacoste is a French brand, elegant. Attached is American campus culture, teddy bear, red, white and blue. The same is tennis, and the release angle is completely different. This is culture. The attributes and personalities in product personality are cultural.