The Way Of Anta Marketing Affects The Brand Strategy Of Men'S Clothing

    國內男裝行業競爭異常激烈，在浙江寧波聚集多家素有“紅幫”之稱的傳統男裝(西服)強勢品牌，諸如雅戈爾、杉杉、報喜鳥、培羅成、羅蒙、紅豆等；在泉州一帶，亦有多家男裝勁旅七匹狼、利郎、柒牌、勁霸、九牧王(虎都、愛都、富貴鳥)等，“覬覦”行業領先位置。再加上國際男裝品牌對市場巨大、潛力無限的中國市場的看中，紛紛挺進中國，其高端位置勢必對中檔定位的國內男裝品牌產生強烈沖擊––中國男裝行業的競爭格局將進一步白熱化。

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.

    (二)借鑒安踏 

    作為運動鞋產品連續多年市場占有率第一、國內領先的體育用品企業––安踏的品牌推廣與傳播體現出兩個明顯、高明的特點，值得我們學習和借鑒：其一，以在國內最具影響力的職業籃球聯賽CBA為傳播主線，輔以全國排球聯賽、CCTV體壇風云人物評選、NBA火箭隊合作伙伴、KO街道籃球賽、體育明星云集的群體代言、各種大型賽事的領獎裝備的贊助等為脈絡，全面鋪開品牌的傳播；其二，以CCTV-5為傳播主戰場，以各省級衛視、報媒、門戶網站為補充，從而達到一個嚴密、立體的覆蓋網絡。 

    由此，我對國內男裝品牌管理提出兩點建議：其一，贊助一個全國性、持續性(不用全年持續)的與品牌形象、核心價值相吻合(接近)的大型活動，作為品牌的傳播主線；考慮一些有影響力的人物評選活動，借以提升品牌高度和美譽度。其二，目前不少男裝品牌的廣告投放局限于央視1套、高速公路路牌、航空雜志、“軟文”宣傳等––深度和范圍有限、招商性質明顯，品牌形象塑造與傳播相對欠缺。對此本人的建議是，適當減少在央視的廣告投放，增加傳播的途徑––報紙、雜志、網絡、車載電視、公車車體、城市商業區戶外等，以達到立體、系統傳播的效果。 

    (三)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.

    (四)消費者、媒介調查 

    男裝企業需要在購買專業調查報告的同時，每年定期舉辦若干次消費者調查活動(或消費者溝通會)，和我們的消費者進行面對面的溝通，洞悉消費者需求、聽取意見、改進不足，拉近品牌與消費者的距離(亦可扭轉若干消費者對品牌的不良認知)。 

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.