Case of optimal brand construction chooses the 5th China to be held in Shanghai today, include Bao Gang, Pacific Ocean safe, GE, run quickly the brand attends tens of domestic country international that wait inside to be chosen this. Netease finance and economics serves as direct seeding of whole journey of exclusive network partner to be chosen this.
We the theme of this sale case is to be out of shape King Kong. I can divide a part to share with everybody: Above all from brand sale environment, from the point of external environment, the economy that causes as a result of global banking crisis glided to bring a few negative effects to dress, pull moved demand to also become each enterprises to face a task jointly; The 2nd, be in as international dress of home market as far as possible the new sale pattern that at the same time these brands bring dilate also lost power gradually; at 3 o‘clock, brand development is coessential change very serious, the brand lacks core competition ability, special the dress brand that is in respect of brand bargain ability and abroad is existing bigger difference.
We analyse in-house thing: Above all, beautiful Tesibangwei makes conduct propaganda through spokesman, accumulated a brand famous degree; The 2nd, as the farther aggravate that the market competes, onefold brand sale mode cannot bring benefit to the enterprise, satisfy the requirement of consumer very hard also. So, the innovation thing that has a brand is in beg surely. Be based on exterior analyse with in-house environment, below such economic crisis setting, the industry is emulative aggravate, how to pass the innovation of the brand, stimulate the eyeball of our consumer, promote brand core competition ability further?
In the part that the brand responds to, I divide a module and everybody to share: It is above all with be out of shape the collaboration of King Kong, it is to build model of stereo style cooperation next. Respecting is out of shape everybody affirms King Kong won‘t unfamiliar, because it is the dream of generation acting childhood, your countless youths adore and yearning. Again, it is certain to be out of shape King Kong has touch free effect. Why do we choose to be out of shape King Kong? Above all we the element of two brands has be mixed, our crowd is more fashionable, be out of shape King Kong attribute is classical above all, march Hollywood, these can promote the United States Tesibangwei‘s value. What be out of shape King Kong does not take common route so is additional kind of means, also decided why we choose to be out of shape King Kong undertakes cooperative. What kind of sense does strong strong collaboration have? Above all beautiful Tesibangwei is the first China brand that cooperates with the United States is big, reflected us adequately to take the drive of common road, also sale of film of have the aid of, promote brand individual character image. Next, as home the first and the brand that cooperates with Hollywood, carry the brand of internationalization, promote a brand figure and appeal. Again the fashionable touch of the brand is various extend.
Next, we built the model of sale. The course is built in stereo type model in the center, core formula product is developed, the foundation is embedded, from very great progress got among sales compaign. Sale theme is to change model see me, with be out of shape the close together union of King Kong, imitate such brands teach fashionable adviser, see me also show consumer is beautiful also Tesibangwei, also point to the consumptive manner of fashionable individual character. When promotion is earlier, we used animation board to come warm-up warms up, finally, of film of have the aid of show, realize our brand and the couple that sell the United States. We make the figure of our internationalization 360 degrees, undertake popularizing below the line on the line. The QQ show that consumer also uses to love in sale activity undertakes combinative. This is outdoors advertisement, and the media of campus, this is the application of new media, and in the transmission above the magazine. In the 2nd phase, the element of the film that we use, in expression the respect also is distinguished at the first phase, be in especially and the interactive link of consumer, online and aspirant travel popularizes the TVC that we made 2 minutes of 30 seconds, this is the expression of official subject website, also distinguish somewhat with the first phase. This is the medium that used a network, this is outdoor advertisement, outdoor advertisement also does not have bigger change than the first phase, because science and technology of film edition future feels longer, appear with the form of movie poster. The 3rd phase, the film was shown, be in this one, we borrow situation sale, the brand that there is very much beautiful Tesibangwei inside appears. Overall increase rate is as high as 40 ％ . A shop that we are in Shanghai only, the amount that a week sells achieved 10 thousand, such calculating come down average a minute of number that is about to sell two T-shirts is very breathtaking.