Men Wear Anta Strategy To Integrate Advertising

The mode of doing things in a right way and rolling development is not only suitable for enterprises that aim at the national market but temporarily lacking strength, and is also suitable for the brand surpassing strategy and striving to become a national leading brand enterprise.

In recent years, the rapid rise of Wang Laoji in the beverage industry, the successful use of this strategy is one of the key factors.

The competition of the domestic men's wear industry is extremely fierce. In Ningbo, Zhejiang, there are many famous brands of traditional men's suit (western suit), such as YOUNGOR, Shanshan, Pao Luo Cheng, Luo Meng, and red bean, which are known as the "red gang". In Quanzhou, there are also seven men's strong men, such as wolf, Li Lang, Qipai, Zhen Ba, Chun Mu Wang (tiger capital, AI Du, Fu Fu bird) and so on.

Plus, the international men's wear brand has great potential in the Chinese market with huge market potential and unlimited potential. China's high-end position is bound to have a strong impact on China's men's wear brands in mid-range positioning, the competition pattern of China's men's wear industry will be further intensified.

At present, many men's brand vision in China is to lead the Chinese men's clothing or become the mainstream brand of Chinese business casual men's wear.

Objectively speaking, at present, domestic menswear has a certain influence on the brand, and the brand in the industry is weakening the attraction and sales of consumers.

There seems to be a "flat bed" pattern among many brands. It is of great significance to surpass and stand out from the above men's clothing brands.

In view of the limited budgetary resources invested by many companies and the current global economic downturn, I suggest menswear enterprises adopt the strategy of "regional rolling development" in terms of brand names.

Choose the 3-5 sales areas (or provinces) that make the top contribution to the sale. The system will advertise - provincial two TV stations, newspaper media, magazines, urban business district and station outdoor, car TV (buses, trains, buses), radio stations, ground marketing activities (entrepreneurial activities, University Entrepreneurship competitions, etc.), and sales network promotion and follow up, to create a strong brand position in the region, and promote the improvement of the national market by regional development.

　　借鑒安踏 

The market share of sports shoes for many years, the leading sporting goods company in China, Anta's brand promotion and dissemination reflects two distinct and brilliant characteristics. It is worth learning and learning from: first, take the most influential professional basketball association CBA in China as the main line of communication, supplemented by the National Volleyball League matches, CCTV sports heroes, NBA rocket partners, KO street basketball matches, sports stars gathering, and the sponsorship of all kinds of large events, such as sponsorship, and so on. In this way, the spread of the brand is spread; two, the main battlefield of which is CCTV-5, and the provincial satellite TV, newspaper media and portals are added to achieve a tight and three-dimensional coverage network. Act as

Therefore, I put forward two suggestions for the management of domestic menswear brand: first, sponsor a nationwide, continuous (not continuous) brand activity, which is consistent with the brand image and core value, as the main line of brand communication; consider some influential character selection activities, so as to enhance the brand height and reputation.

Second, many advertisements for men's wear brands are limited to 1 sets of CCTV, highway signs, aviation magazines, and "soft Wen" publicity. The depth and scope are limited, the nature of investment is obvious, and brand image building and dissemination are relatively lacking.

My suggestion is that we should appropriately reduce advertising in CCTV and increase the means of communication, such as newspapers, magazines, networks, car TV, bus bodies and outdoors of urban business districts, so as to achieve the effect of three-dimensional and systematic pmission.

　　整合廣告投放 

According to the relevant research, consumers are still looking at the quality of products today, with the increasing demand for spirit. One of the main purposes of purchasing famous brands is the protection of quality products.

At present, a lot of enterprises pay too much attention to the spread of the spirit, idea and connotation, which is far from enough for brand building.

Some men's brand advertising forms are relatively simple. It is suggested that in the case of brand image advertising and quality advertising, we should add appropriate product advertisements, corporate image advertisements and public service advertisements, so as to create a brand image with distinct image and integrity.

Surveys show that when consumers choose shopping, they are very interested in the corporate image -- the corporate image of the company itself, public welfare and social responsibility.

　　消費(fèi)者、媒介調(diào)查 

Men's clothing enterprises need to buy a professional survey report regularly, organize regular consumer surveys (or consumer communication meetings) every year, communicate face-to-face with our consumers, discern the needs of consumers, listen to opinions, improve deficiencies, and narrow the distance between brands and consumers.

In terms of advertising communication, we need to investigate target consumers' exposure to media and habits, and effectively enhance the effectiveness of brand communication, rather than simply collecting the ratings reports provided by the survey companies.