From &Nbsp To "New National Product"; The Change Of Mentality Of Domestic Fashion Brands.

Recently, the resurgence of domestic goods has become a big fashion.

Plum sportswear, back sports shoes, 28 Flying Pigeon bicycles, Shanghai brand watches...

These are the resurrection of many "70 after" and "80's" childhood memories.

Many "post-80" and "post-90s" have implanted their literary temperament and nostalgic spirit in their own era, creating their own sense of "fashionable fan". They are fashionable in wearing Chinese goods and using domestic products, and even call themselves "control of domestic products".

When China's goods were in the right direction, Metersbonwe joined hands with eight different cultural personages, such as Jay Chou, to march into the outdoor media billboards of big cities and shouted the fashion slogan of "I am a new national product".

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 a change of marketing consciousness of Chinese fashion brands. At least it can be defined. This is a breakthrough of local fashion brands in the process of the creation and implementation of details culture.

Change of state of mind

In 2010, old Chinese goods were reborn.

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, Metersbonwe, a domestic casual wear brand, called out "I am a new domestic 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 attracts us more is Metersbonwe's series of graphic works.

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.

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Creativity changes 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.

The celebrity endorsement is thought to be the laziest

Today,

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.

Metersbonwe's new national goods advertisement first chose the subway and bus station light boxes, and drew close distance from its target consumers with powerful 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.