"Do you want to use the marketing plan of exporting to domestic sales?" Gu Man asked as he lit a cigarette and looked at Zhao Mingyang's computer screen.
"That's right, export to domestic sales, and build the Ma Dou brand in the form of stories. What do you think of this plan?" Zhao Mingyang said.
"Story format?" Gu Man blew out a smoke ring and looked at Zhao Mingyang charmingly with his head lowered, but Zhao Mingyang was frightened. What's going on? Is it going to happen again?
"First restrain your desires. The story format is based on the theme of "My Liao is awesome", and then the core is traditional culture that shocked the European and American fashion circles." Zhao Mingyang said.
"I'm not trying to hit you. Do you know the consequences of doing this? There are many ways to market. Why choose this one? This marketing method actually requires continuous content output. Do you have enough content?" Gu Man said seriously.
receive.
"Yes, we are already working on it, so I want to ask you to take a look at this marketing plan first and see if there are any problems." Zhao Mingyang handed the computer to Gu Man.
"What are you wearing? Where are you going?" Gu Man said, looking at the computer as if there were eyes behind him.
Zhao Mingyang trembled with fright and said with an embarrassed look: "I'm afraid Mu Tong is bored, so I went to chat with him for a while."
"That's not necessary. I just sent him a text message, asking him to go back to Di to check out Ma Dou's location and book a dinner for us by the way." Gu Man said.
Zhao Mingyang(⊙o⊙)…
At this moment, Mu Tong, who appeared in the restaurant again and paid the address, was filled with tears in his heart. The two people were struck by lightning morning and night. He couldn't think of happy things. He thought of running errands and working overtime. A pair of husky men and women.
.
Zhao Mingyang was also convinced at this time. He lay down directly to sleep and rest. It's over. It's over. He may need a kidney transplant. Did Gu Man give all the thirty years of loneliness to himself?
Sooner or later, Zhao Mingyang felt that he would have to pay back at least several billion this time. This thing is inexhaustible, right?
Gu Man looked at Zhao Mingyang's plan. In fact, this plan was nothing new. It was a combination of IP and product operations.
To put it simply, this has happened many times. For example, among the diamond dealers in Europe and the United States, they found many writers to write fairy tales. After writing the stories, they arranged for people to choreograph dramas, which was to softly implant diamonds into the stories.
Here, for example, a prince gives a diamond ring to a princess to propose. Diamonds symbolize eternal love.
This drama was started from childhood. There are children's versions of these dramas. The drama performances are sponsored by diamond merchants for free, which allows children to recognize the value of diamonds from an early age and even establish drama clubs in various schools. All drama scripts
Basically they are all fixed.
This kind of operation has also occurred in China, and that is Haier. The president of Haier at the time did something that no one understood in the early 1990s. He invested tens of millions to film Haier Brothers, which was accompanied by many people born in the 1980s.
A cartoon about the childhood growth of the post-90s generation.
This is called preheating and paving the IP in advance, paving the way in advance, and realizing it later. Of course, this is something that many people cannot understand. This is also the reason why these awesome people are awesome, because they are not thinking about the present at all, but the future.
Haier was not well-known at the time and had little turnover, but Mr. Zhang actually did this trick directly. Many people thought he loved animation, and some said he was acting irrationally. He even gave money to some local channels to let people know.
This cartoon is broadcast on the station.
As a result, this cartoon was broadcast on TV stations across the country. As long as you have a TV, you can watch this cartoon.
After the cartoon was broadcast and received a good response, Haier expanded the market on a large scale. When the children saw the Haier icon, they knew these two brothers. Adults also knew these two brothers when they watched them every day. So,
This creates market and brand recognition.
Many people even think that this brand plagiarized cartoons, but I have to say that this operation allowed Haier to occupy the market in an instant, and many people still buy Haier when they grow up. This marketing has made Haier a leader in the field of home appliances.
of leading enterprises.
There is also Mr. Zhang’s second marketing campaign, smashing the refrigerator. What was also eye-catching at the time was that it was more than ten years earlier than Luo Zhuizi smashed the refrigerator, but he smashed his own brand of refrigerators, and the quality was substandard.
It was smashed, and this time Haier's image stood up again.
Including Mr. Cai, another great person at the same time as Mr. Zhang. He is considered the absolute boss in this field. It can be said that there is no one like him in the country. How many people have these four words "Audi Double Diamond" in their childhood? Mr. Cai played it.
This is where he invests in animation and sells toys, and then holds competitions, such as four-wheel drive competitions, yo-yo competitions, top competitions, etc. He even bought a TV station and founded his own TV station. He had invested in many of the previous specialized animation channels.
and founded.
That is to say, I will give you the IP first so that you can become familiar with it, and then launch the product so that the market and consumers can quickly accept it.
Invest first and produce products later.
Zhao Mingyang's operation is similar. He does not introduce products first, but wants to hype Ma Dou's clothing series.
Zhao Mingyang found some foreign self-media people to help him write copy. He also used the fashion week invitation letter Ye Chuan's family had given Liu Bingbing before to ask Liu Bingbing and Ma Chunzhen to help him get some samples for foreigners.
The result was that the new national trend force appeared at Bari Fashion Week, which shocked a group of fashion people. Many foreign websites had such articles and reports. Zhao Mingyang provided the content and pictures, and the main self-media account posted it.
Then Zhao Mingyang moved these self-media contents to domestic media platforms intact, as if this brand was already well-known abroad, and it was still a domestic brand, but no one knew about it in China. This was regarded as giving a face to domestic products, which is inexplicable.
There is a sense of pride that will attract a group of people to make impulse purchases.
There are Chinese characters on these clothes, such as the word Tao, the national flag, landscape paintings, and magic fonts. There is a line of words on a white shirt, such as "God rewards those who work hard."
There is also the word Huaxia, and there are the names of various provinces, such as Su, which has the word Su.
Even the Yangtze and Yellow Rivers in China are printed on the clothes, as well as some food patterns.
In fact, it’s a hodgepodge of everything, letting the audience choose which one they like, which one is popular, and which ones will be released at that time.
The core thing is that this brand is very popular abroad and is sought after by people, and some people pay high prices to recycle it.
In short, it is just to build up the popularity first. When the time comes, Qiu Shuhong, Meng Xiaoxian, Yan Shouren and others will all wear these clothes, but they are not sold in the market at all. Everyone searches for them, and finally the brand is launched.
There are all kinds of crazy marketing in China, but they just don’t produce products, so they rent a store and renovate it first, and then take their time.
Nowadays, several online stores are opened online, trying hard to sell cheap clothes to increase sales. When the product is replaced, many people mistakenly think that this product is selling well.
But Gu Man still found the key point. She and Zhao Mingyang said: "It is best not to take the low-end route, which will easily lead to no topic. If you want to market for a long time and want to be topical, it is best to go directly to the mid-to-high end, and the price will be directly the same as Ah
Resistant to both brands at the same price.
Short-sleeves are priced at 299 from the start. They need to highlight the cute logo and let people know that they are expensive. This will satisfy some people’s desire to show off and make them topical. Many people will definitely complain about why they are so expensive. There will be others.
A group of people come out to say why domestic products cannot be sold at such high prices, which creates a steady stream of disputes.
The best thing is to stick to the word "expensive", which is so expensive that people won't want to buy it. The flagship store should be decorated in a high-end style, and it must not only sell clothes, but also form a product line, such as water bottles, backpacks, slippers, basketballs, and footballs, all of which are sold in the store.
, and the prices are expensive, I don’t expect anyone to buy them, but I have to have them.
The icon is an abstract ant, but I think this ant has some disadvantages, that is, it is difficult to hype an image IP, what do you think?"
Zhao Mingyang nodded and said: "That's why I let you see it. Look at the second page. The sub-brand of Ma Dou, the English abbreviation of fp, the flying pig, is made of a pig. I originally wanted to do this as a high-end brand. Short
The sleeves start at 599, do you think it’s okay?”
Gu Man looked at the screen and said: "Okay, but it's best if this brand and Ma Dou brand store are opened together."
"Let's go together?" Zhao Mingyang stood up and looked at Gu Man and asked.
"That's right, put them together so that customers have no choice. If two expensive brands are put together, there will be no market if other brands are close to each other. Moreover, each other can drive sales. The two main brands must have the same positioning.
The same, that is fashion, when people see Ma Dou, they think of fp, and when they see fp, they think of Ma Dou.
The best thing is to register the fp brand overseas, and then enter it as a foreign brand. This will make it easier to sell it at a higher price, but I think it is better to go abroad to find a bankrupt brand to acquire the trademark and change it to fp, and you can still make history.
long."
Zhao Mingyang really chose Gu Man right, she could find many blind spots.
Gu Man closed his notebook and looked at Zhao Mingyang and said, "Brother, come here and eat another sea cucumber."
