AOKANG Fashion Marketing Is Not Just "Professors".

"Our customers are looking for new experiences, seeking experience quickly, and our marketing is changing accordingly."

Heavy gold, the hottest "all professors".

The attention of Wang Hailong, a publicity director, said that the "all professors" endorsement is not just a star effect.

"Spokesperson is indeed a common way of marketing for many enterprises, but the vast majority of them are to enhance their popularity in order to raise eyeballs. But we also hope to use its fashion image to reverse the misunderstanding of brand aging and enhance the fashion of AOKANG brand."

Wang Hailong said.

Enable him to

After people, according to preliminary market survey, the recognition of AOKANG brand in "after 80" and "after 90" increased significantly, and its online business more than 80% of the consumer group was "85 after".

In AOKANG's view, with Kim Su Hyon's image positioning as the representative of international fashion, AOKANG pays attention to fashion awareness from the whole chain of production, design, research and development, logistics and sales.

Spokesperson is just a way to pform fashion marketing.

In a number of industries in Wenzhou, the thinking of marketing pformation is coming down one by one, showing many ways, such as multi brand attack, terminal upgrade and so on.

One of the representatives of multi brand attacking is CHINT novice brand.

In 2013, NOAK achieved an income of 355 million yuan, an increase of 54% over the same period, and a net profit of 18 million 70 thousand yuan.

Noah's marketing strategy is interesting. He chose to successfully land in the international market and then return to the domestic battlefield.

In terms of channel construction, unlike the sales network of local brands, Zhang Yin, President of Noah, said: "we are looking for partners who are" right match ".

According to this development idea, Noah has set up 15 offices throughout the country, forming a professional marketing way according to the layout of the industry and design institutes.

Terminal upgrade cases can be found in many shoe and clothing enterprises.

For example, the company launched the "Phoenix Shang pin" linkage marketing, upgrading the store to a large integrated store, gathering 15 famous brands at home and abroad, including men's wear, women's wear, leather shoes and leather goods.

It also highlighted the first generation of the eighth generation terminal image "respecting the museum" in a short time ago, and dressed up the fashion elements in the 265 square meters of large space. AOKANG gradually launched the "International Pavilion", which has 5 big brands and 9 largest agents of international luxury brands in one store, and implemented one-stop mode and cross marketing mode.

Up to now, the total number of AOKANG International Pavilion is 110.

"With the disruptive change of the business mode in the Internet age, who can grasp the future marketing trend and create a brand new, intelligent and experiential new retail terminal will win the first opportunity in the market competition."

Zheng Laiyi, general manager of Kangnai group, said.

Folk expectation

Pursue the fashion of sales terminal

Sun Lianli (big day (general store) shoe general manager)

Wenzhou is building a fashion capital, not a single enterprise or an industry, but a joint struggle between the government and every shoe enterprise.

Take giant days as an example, we have been working hard to keep pace with customers' consumption experience and develop fashion marketing.

Among them, the sale terminal fashion is a key point of fashion marketing.

Now every member of our shopping guide has a "magic weapon" - the fashion Handbook, which constantly updates the current fashion and the latest model. It not only introduces in detail the popular elements, design concepts, material characteristics, and process core of each pair of shoes, but also provides advice for consumers to wear each pair of shoes when they wear them. The most authentic words and pictures are recorded in the Handbook, so as to establish the concept and confidence of consumers in brand fashion.

We also plan to build a new brand based on the electricity supplier, and make precise marketing after the refinement and classification, so that different types of customers can find their favorite products in the shortest time, so that the online and offline store brands will keep pace with each other.

Fashion marketing requires system and talents.

Ceng Renchao (Chairman of Agel Ecommerce Ltd)

The electricity supplier is a well deserved fashion marketing way. In order to establish a new industry standard and gather a large number of e-commerce talents, Wenzhou can seize the opportunity to develop fashion marketing.

Wenzhou electricity supplier market demand is huge, enterprises from seeking generation operation, to develop their own electronic business platform, to today's WeChat marketing, all the way to keep up with consumer demand.

It is hoped that relevant government departments will timely introduce policies and regulations, so that the fashion market of the electricity supplier will be as orderly as the traditional market, so as to promote the development of fashion marketing in Wenzhou.

At the same time, e-commerce is a talent intensive industry. What is most needed is professionals.

Beijing (Beijing store), Shanghai, Guangzhou and other cities in the forefront of the development of electricity providers, is precisely because of the large number of talents.

I hope that Wenzhou can introduce preferential policies to attract business talents to stay in Wenzhou. At the same time, colleges and universities should set up more professional training courses to strengthen the training of local e-commerce talents.

Expert advice

From traditional marketing to fashion marketing

Ma Jinlong (Wenzhou economist)

Wenzhou's pillar industries, such as leather shoes, clothing, glasses and other related industries, have developed into one of the largest industries in the country.

However, in order to become a fashion industry in Wenzhou, in addition to realizing the upgrading from Wenzhou to Wenzhou, it is also necessary to pform from traditional marketing mode such as franchising chain operation to fashion marketing.

The so-called fashion marketing is through the marketing concept of culture, brand, marketing linkage, marketing strategy positioning, design, communication linkage, marketing elements on fashion, emotion, experience linkage, to achieve the unique value of fashion products.

The fashion marketing method that some famous enterprises in Wenzhou have tried in recent years is to explore the business mode and marketing mode of developing the fashion industry.

This year's most striking fashion marketing is AOKANG's hiring of Korean pop star Kim Su Hyon as the image spokesperson.

Because the fashion brand becomes the fashion brand, the key point is the fashion master's endorsement and the use of fashion figures.