China'S Clothing Brand Introduction "Entertainment Marketing" Increasingly Diversified

Implant advertising

One level is: let the protagonist wear the brand shoes and clothes, take logo out of the country, this is the most common brand of shoes and clothing, such as Transformers, Metersbonwe; two is the combination of products and characters, such as "Du Lala's promotion", which tells the story of Du Lala's continuous promotion in the workplace. Du Lala's life, work and love are different. The shoes and clothes can reflect the living conditions and even the mood of the characters, and combine closely with the characters. Three, combined with the plot, such as "devil wearing Prada", the characters themselves are engaged in fashion magazines, and the working environment is the environment full of shoes and clothing advertisements. No more than three

"The first level is the most common form in China, and it is also the most criticized model."

"The advertisement implanted in Du Lala's promotion" is a successful win-win cooperation. Chinese shoes and clothing brands, especially those growing brands that are gaining popularity, do not want to emulate this successful advertising implant mode. They choose works from two perspectives: script and audience groups. This is most conducive to achieving fame in the target consumer groups at the same time without damaging goodwill and stepping out of the first step in brand entertainment marketing.

Celebrity effect

The event of entertainment marketing is Jordan's China trip.

Basketball superstar Michael Jordan came to Beijing, shocked the national media to report, follow the whole course, to write a series of reports on Jordan's food and clothing, a time of business has been upgraded to public events, and the biggest beneficiary behind this strong focus is Nike.

Nike has orchestrated the entertainment marketing campaign to perfect the combination of Jordan and Nike sports shoes, so that Jordan can enhance the market sentiment of Nike shoes in the Chinese market.

Jordan's fans are the biggest consumer groups of Nike sports brand. Nike made a beautiful comeback to the competitors through the precise planning and using the basketball flier.

Entertainment marketing

The biggest feature is strong interaction and fast dissemination.

Sina micro-blog's astonishing number of registrations and daily flows have made brand owners see that they can't get rid of micro-blog's big cake if they want to take the initiative in Internet marketing.

A group of Internet marketing companies specializing in micro-blog marketing, advertising companies and even micro-blog marketers emerge as the times require. Many clothing brands smell business opportunities.

The most common mode of micro-blog marketing is to forward lottery activities. Vendors seize the psychology of consumers who like "cheap, free and free", send out a product picture, and declare in micro-blog that if they are forwarded and @ a few friends, they can participate in the lottery.

Consumers do not have to pay. They can get free products just by forwarding them. Such raffle activities are often tested, and they can get tens of thousands of forwarding volume in one day, and use consumers' active forwarding to expand the brand awareness on micro-blog.