Celebrity endorsement and advertising, which has been born in China for a long time, has been in China for almost 10 years. For example, the clothing industry started from Wenzhou, then extended to Fujian, and then extended to the lower end of Changshu.

We all know a strong one.

First, a single way of promotion.

Star and advertising are also related to simple and straightforward understanding of misunderstanding caused by international brands. Domestic sports brands see more foreign brands asking for endorsers to advertise, and they catch up with them. But domestic brands only see the frenzy of foreign brands and do not study intensive operation of foreign brands.

Speculation is a quick way to make quick gains and quick gains, but to ensure the long-term development of enterprises is intensive operation.

Celebrity endorsement advertisement is not only a brand of Fujian sports, but also a lot of brands in Fujian, such as Li Lang and seven wolves.

This is not wrong, but the method is too simple.

This is only one of all promotion methods.

Two, terminal is the best advertisement.

Speaking of promotion and advertising, I told many people that the best advertisement is terminal.

Today, if all of us stop advertising, then we can dare to advertise, but at present, they are all bloating advertisements. Please speak for us. Then we can not differentiate from others by advertising again. Today's customers see the atmosphere, display, display and service at the end of the consumption process. This is our visual merchandising. The terminal is our best advertisement, and terminal advertisement can realize our terminal interception.

Three, advertising needs differentiation.

There are many different ways of differentiation, such as the differentiation of sports products and the differentiation of brand spirits.

At present, the advertisement on the market is nothing more than basketball, exercise, winning and speaking. We should know more about sports and what kind of clothes the sport belongs to. Should we only express the spirit of sports?

Today, the spirit of sportsmanship has not been able to relate to social development and consumer demand. I wear sports and leisure, and I wear fashionable sports, not only the spirit, but also reflects the fashion side, reflects the leisure side, reflects the brand highlights the personality side.

The brand of Fujian does not understand the classification of clothing. They only focus on consumer positioning, price positioning, promotion and positioning, and channel positioning, but these are very difficult to differentiate, and the most crucial product positioning is the fundamental differentiation.

But it's hard for you to tell the brand owners of Fujian what sports they belong to.

Where is the location of the movement? We say that the clothing is divided into 4 sections, the first is the dress, which is very small, which accounts for 2% of the overseas market, but no matter how much it represents the functional attributes of the product, it is the banquet, PARTY, or the clothes used for the wedding.

The second is formal suits, such as suits, neckties and shirts, which belong to a relatively formal occasion. Suits are used in business negotiations, professional forums and so on.

The third is business and leisure, which is worn from Monday to Friday. Here business and leisure have taken on a new look. Apart from having business functions, they also highlight brand personality, some highlight people-oriented, and some highlight the sense of fashion.

The fourth is weekend leisure. What are we going to do at weekends? We will do sports, outdoor, bar, shopping and home.

When you are at home, you are dressed in fashionable home furnishings, whether it is household clothes or pajamas.

Bar, shopping, PARTY, wearing some small dress or fashion casual clothes, VEROMODA and ONLY are all these.

Outdoor, divided into professional outdoor and fashion casual outdoor.

Sports and leisure are divided into professional sports and fashion sports.

Sportsmanship is emphasized in professional sports, because professional sports are more spiritual.

When it comes to fashion sports and leisure, it will become "pan" spirit "pan" movement. For example, I buy clothes, not only for playing tennis, but also for fashion.

In these areas, brands do professional sports, do not do the general public, then professional research, professional running shoes, basketball shoes and so on.

This professional market only accounts for 10-20%, and only plays professional scale. But more often, it embodies fashion spirit, leisure spirit and individual spirit. These are reflected in fashion leisure.

I can take exercise as an element of my life, such as Burberry's REDLABEL, which is not a feeling with Adidas, NIKE, PUMA, KAPPA and so on. It's a sense of movement inside, but it can be worn to work; for example, we talk about zegansport series, for tennis, sailing, basketball, golf, etc., and boss's green mark is also a sport; Lining's E7 series, PRADA also has movement sense, Y-3, etc. these brands are completely different from our previous understanding of sports.

Adidas every year, every quarter will do joint marketing or interactive marketing, will cooperate with some designer, or a brand or a doll, or an artist, to launch a concept, so that its brand is more fashionable, innovative, more electronic, technology, and conceptualization.

We can also integrate the national elements into the fashion movement. Many foreign countries use the national elements in the color, such as the British flag, the French flag and the Russian flag to be used in the clothing, not only in the professional sports, but also in the fashion sports and leisure activities, and become some kind of symbol. China needs such brands. For example, Lining should launch such a series to represent the banner of the Chinese fashion sports brand, but this brand is not only a professional concept, it is very fashionable, and some are like the red and green series recently launched by GUCCI. Because the flag of Italy is red, white and green, it can learn this fashion concept and launch such a Chinese series, such as Lining, Anta and XTEP can launch such a series.

There are many points that can be cut into the fashion movement. I am just talking about some problems. I can also cooperate with fashion brands and fashion celebrities. As we know, Y-3 is a professional brand Adidas, cooperating with fashion designer Yamamoto.

Korean brand EXR is to turn a certain sport in sports, such as motor racing, into a more fashionable one.

So the brand is so excavated, our brand must be treated in a systematic way.

Our domestic brands often only learn the fur and shell of foreign brands, and the basic connotation and essence are not shown. If Chinese brands want to be permanent, they must root their own brand's personality culture. No personality culture enterprise can't go long. Chinese brands are doing great things, but they don't do much.

Four, brand personality culture.

　　品牌一定要分清楚個性，個性不是一個點，一個畫面，一個廣告片，一句口號，我們品牌要想走的長久，必須要建立自身的品牌個性系統(tǒng)，這個系統(tǒng)我們可以通過消費者來理解，更多的是個性的價值鏈，消費者在接觸你的品牌時，不僅是通過一個圖片、一個燈箱、一個運動的畫面、一個口號，更多的是通過你的終端表現(xiàn)，比如門把手、櫥窗、模特、畫冊、店鋪產品、產品搭配關系、店鋪整體氛圍、燈光、材質、服務、網站、發(fā)布會、訂貨會，這是一個綜合性感受過程，這個感受過程最終必須要穿出一根線來，這根線就是品牌的隱形價值鏈，這根鏈穿過所有的有形和無形的物件，拎起來后，沒有一樣東西往下掉，這就說明，我們的品牌個性鏈建成了，建成之后你可以用一幅圖片去表現(xiàn)它，可以用動作去表現(xiàn)它。

　　個性鏈是我們中國品牌在未來要長此以往的去努力的，個性鏈將形成品牌長此以往所堅持的個性，它隨著流行而產生新的主題，我們的個性加上流行風的動態(tài)基因，動態(tài)基因等于激活了個性中的靜態(tài)基因，產生新的主題，主題在每一個季呈現(xiàn)的時候，一定有變和不變的元素，就像LV一樣，不變的是品牌長此以往的個性，過500年也是一樣，變的是流行，要引導、配合消費者，所以這是我們從個性鏈和企業(yè)價值鏈來理解，如果用圖表來表示，個性鏈就是這是橫軸，縱軸就是我們的品牌，很多企業(yè)做企業(yè)文化做戰(zhàn)略，但是戰(zhàn)略和文化、終端離得太遠，我們要讓企業(yè)文化由內到外，這里不單是推廣途徑的問題了，是360度復合式的推廣文化的方式，由企業(yè)到終端，由企業(yè)戰(zhàn)略到品牌文化到終端文化，這個文化不僅是光品牌，還跟企業(yè)文化的根源有關系，所以企業(yè)文化和品

Brand culture has a penetrating value chain. This includes the central point of the enterprise is brand positioning, brand core value is brand culture, brand culture and enterprise culture are related, and corporate culture and enterprise strategy are related.

Besides the consumer group, price, promotion and channel in the 5P, the core of the brand is product positioning, and the product positioning is divided into attributes and personality.

For example, the same exercise, Lacoste talk tennis, attachment also talk about tennis, to this level or attribute, what is that sex? Lacoste is French brand, is elegant, attachment is the campus culture of the United States, is teddy bear, is red, white and blue.

The same is tennis, release angle is completely different, this is culture.

The personality and personality of products are cultural.

Chinese enterprises do not know about the brand system. This is what we call the personality positioning system, the product promotion system, and the brand culture system and the strategic system. Our enterprises in the whole frame are scattered in their minds. They only seize the dots and see the brand promotion, the brand culture and the future development. We use this system to enable every enterprise to find their own position and position, so that enterprises can continuously deposit and accumulate culture, constantly precipitate and accumulate the system.