Levi's Global President: China's New Marketing Campaign

The Chinese market is very important in the global Levi''s map. With special feelings for China, Chip Bergh, President and chief executive officer of Levi''s brand clothing group, has officially announced that Live in Levi''s promotion global promotion will also come to China and be named "wear it and live it up", hoping to further increase its performance with the help of the Chinese market.

Prior to joining the Levi''s group, Chip served as the group president of P&G's global men's beauty products. It has excellent capabilities in brand building, promotion and development. In his 28 years as an important position in brand promotion and innovation, he has successfully planned many innovative marketing activities and used digital platforms to promote brand awareness.

　　 Looking ahead to the Chinese market

Levi's has a history of 161 years in the world and has been well known before entering China. Its brand is closely related to American culture. Levi's has entered the Chinese market for 10 years, and the market is growing very fast. It is a leading position in the Chinese cowboy industry. There are more than 500 stores in China, and the potential in the future is very large.

Chip said that in the past year, I have been to China for the four time, and China is a very important strategic market for us. We hope to continue to develop and succeed in China. We have invested heavily in the Chinese market. This is not only a short-term one, but also our long-term development plan. Personally, I like China very much and my wife is also Chinese.

China is an exciting market for us because China's economy continues to grow, and more and more consumers can afford our brands. According to the population statistics of China in the next 15-20 years, there will be more and more

Many consumers can buy our products, more and more consumers will buy our products, and more consumers will love our brands, so we are very optimistic about the prospect of this market segment.

　 A new global promotion campaign

Chip and its global team are working hard to refurbish the Levi''s logo.

　　 Levi''s Levi''s has tried a lot of brand strategies, facing the impact of all kinds of new trend brands. In order to approach young people, Levi''s has also begun to use new fashioned means to communicate with them. In the world, the use of social media such as Twitter and Facebook for promotion and marketing is one of the attempts.

The innovative digital promotion program is the core of the Live in Levi''s promotion campaign. "We will make use of social media and e-commerce platform to let consumers understand this activity. In addition, there is a large electronic platform for consumers to upload their life on Levi''s. In addition to the traditional ways of TV advertising, cinema advertising, graphic, online, outdoor and mobile advertising, the global advertising campaign will also be promoted in social media such as Twitter and Facebook, creating a platform for Levi''s consumers to "live and show themselves".

According to the introduction, "Live in Levi''s" in mainland China, will be "to wear it, live interesting" as a promotional slogan, to the whole network love classic, love jeans, love Levi''s fans loyal fans recruitment, collecting fans to wear Levi''s Levi''s happened hundreds of thousands of stories, from the first date, the first kiss, to the birth of the first child, cycling, self driving tour, covering the dribs and drabs of life.

"When I came to the world to communicate with consumers everywhere, I realized that Levi's is a unique brand, which is different from other brands in the world." Chip said, "Live in Levi''s Levi''s" activities, consumers will tell their stories about Levi's brand. He hopes to make use of the convenience of social media to communicate with consumers in depth through the combination of real life and virtual activities. "People can tell their lives and tell stories about the days that Levi's accompanied them. This is the significance behind this event. Other jeans are just clothes, but Levi's can make you live in it, make fun of it and have your own story. Chip says.

"We really want to interact with young people. They live in the digital age." Chip believes that consumers' media consumption habits are changing. People are willing to spend more time in social media such as Facebook, micro-blog, WeChat and so on. "We use Facebook, Twitter and other social media, in China, we use micro-blog, WeChat, Tmall (Tmall) and other e-business platforms to better interact with consumers. We hope that consumers will better participate and let them describe the true story between themselves and their brands. Chip said.

　　 Brand new logic: Consumers Endorsement

In addition, Levi''s will join hands with Shawn Yue, a fashion leader, and fashion fad as an image promotion.

"We call them Influencer." Chip believes that this is different from a simple celebrity endorsement. In the age of social media, brand marketing has changed from brand active marketing to universal endorsement.

stay Chip It seems that the traditional brand marketing strategy is to create and advertise, attract more consumers to know, and then establish goodwill, produce purchase, and finally maintain customer loyalty.

Nowadays, brand has its unique way of communication in social media. With the convenience of social media, brands can communicate and dialogue with consumers, and loyal consumers become the spokesmen of their brands, thus attracting more and more new consumers.

"We invited a number of domestic stars, including Shawn Yue and AI Fei, who are two vanguard pioneers. They themselves love Levi''s brand, loyalty to Levi''s brand, and are a loyal supporter of Levi''s. We call them Influencer, and Levi''s hopes to influence other consumers through their own real consumption experience.