Brand planning program

From the beef jerky of "Cow, Cow, Cow" to the national chain of "Cow Shabu Shabu"; from the "Cow Mineral Spring" which "brings people health and happiness" to the "Cow Group Goes South", to the "Cow Group Goes South", to the "Cow Group Goes South". From "Niu Ge Mineral Spring", which "brings people health and happiness", to "Niu Ge Goes South to Mengcheng to Raise Cattle", planner Han Yihe has performed one successful business myth after another in just over a year's time. On the surface, Han Yihe is planning the person of Niuqun, but in essence, what he is planning is the brand of "Niuge" and even the brand group of "Niu×" which is continuously extended, and Niuqun is only a cowherd of the group of "Niuqun". Niuqun is only the cowherd of this "Niu" group, that is, the total product image spokesman. Han Yihe succeeded in leveraging the popularity of the cattle group, especially with the cattle have a deep affinity with the strong background, the cattle group comprehensively molded into the "cattle ×" the brand leader, and then as a support, around the "cattle" word to make a big fuss.

1. Let the first "cow" cow up

In 1999, after Viagra was fried, Viagra seems to have become synonymous with China's aphrodisiac market. As long as the Chinese people mention "× brother", can not think of aphrodisiacs, this is the objective market reality. How companies that survive in this market view this issue will directly affect the sales of their products. In this market context, the early 2000s, an aphrodisiac product called "Li Long Wei Xiong" came out, the inventor of this drug is the "National Labor Medal", the famous Chinese medicine professor Li Xitao, although the drug is effective, but with the "Lilongweixiong" brand promotion results are not satisfactory. It is understood that the drug in most parts of the country poor sales, some places such as Dalian are directly returned. The grim facts make enterprises understand the importance of "brand" management. However, the enterprise does not have much money to fight the advertising war, how to do?

A chance encounter, Professor Li met the planner "flag flyer" inventor Han Yihe, when Han Yihe listened to Professor Li spoke of their own product sales difficulties, a sudden whim: "I have a good idea, the famous comedian Niuqun character first-class, in the circle is respected as Niu brother, we have a good idea, the famous comedian Niuqun character first-class, in the circle is respected as Niu brother, the famous comedian Niu Qun, the famous comedian Niuqun character first-class, in the circle is respected as Niu brother, we have a good idea. The famous comedian Niu Qun's character is top-notch, and he is honored as Niu in the circle, how about we call our product Niu?" Subsequently, Han Yihe his longtime friend Niu Qun "please" out, will want to "Niu" as a registered trademark idea to tell the Niu Qun, and introduced to the Niu Qun the efficacy of the drug and the State Drug Administration approved the authority of the word of the drug license, after careful consideration, the Niu Qun finally The company's business is to provide the best possible service to its customers.

So, after Han Yi and some investigation and planning, think of "the concept of cattle, the courage of cattle, the drug is also very cattle" cattle as the spokesman for this aphrodisiacs image was printed in the box of the drug. "Let a man cow up" "cow brother" suddenly became famous, the product sales immediately skyrocketed, dealers from all over the world flocked to. Han Yihe chose a company with the right to distribute drugs, the state head of the company as a "cow" of the general distribution, the product from the original all stagnant into the supply and demand.

As a planner, Han Yihe thought of his own interests while planning for others. Niu brand ownership is not fully owned by the enterprise, but by their own responsibility, the sale of products provided by the manufacturer, trademarks provided by their own, according to the final sales to be divided. This not only saves money for the enterprise, but also ensures their own interests. So far, Han Yihe successfully planned his first cow in cooperation with his herd, and the Niu brand began to take shape.

From the point of view of the planning of the first cow, it can be said that it is very successful. Bull compared with Viagra, did not take the foreign transliteration of the name of the car, similar to Viagra to avoid the many storms after the seizure, but also clever use of Viagra caused by the impact of people easy to produce a related product associations. In addition, the choice of the image of Oxo can win the trust of consumers. Niu Qun is middle-aged, easy-going, warm and cordial, with a stable family and a robust body. To have such a cultured and well-connected big brother to do the brand advertisement is an investment of tens of millions of dollars in advertisement fees that cannot be exchanged. Most importantly, Han Yihe utilized the sensational effect created by the fusion of the herd of cows, NiuGuo and Viagra to attract the great attention of the mass media, thus obtaining a large number of free advertising campaigns. It is because of the great impact generated by the first cow of Cow that a good foundation was laid for Han Yihe's successful planning of the second and third cows of ....... In other words, the genesis of the brand will be crucial to the successful extension of the brand.

Reflective questions:

1, planners in business planning how to borrow "people" borrow "potential"?

2, from this case, you learn what planning skills?

3, in the planning of brand extension, should pay attention to what problems?

Case study:

A reporter asked, "What is the relationship between celebrity effect and economic development?" Niu Qun replied: "In the past, we did not notice Mengcheng, but once we recognize her, it will be her investment environment, geographical location, development space, investors on the profitability of the space has been researched and recognized. For example, the Trade City investment of 200 million, covering an area of 400 acres, is not a small number of individual investors a penny is hard-earned money, take their own money a hit to the bank of 70 million, a penny did not take out a loan, the project began to take off. Rush my name to not false, but the real businessman is not because like my comedy to this investment, he must look at the prospects for development, two years after the cattle herd here when not the governor has not been important." Clever planners to create brand effect, will never blindly advertising war, blind bombing, but skillfully borrow "people" borrow "potential" to profit. The so-called borrowing "people" that is, with the help of celebrities, the use of celebrity influence; borrowing "potential" is often used in conjunction with the "review", for planners, "review" means that the planners For the planner, "judging the time" refers to the planner's judgment of the environment, the current situation, the pattern of the objective situation; "the situation" refers to the planner to analyze the environment, the current situation, the pattern of the factors favorable to the planning, and take the initiative to create a kind of opportunity, so that these favorable factors to further develop, so as to promote the planning of the smooth implementation of the plan. The planner, Han Yihe, skillfully utilized the influence of Viagra to make people think of the related products, and used Niuqun, a celebrity with cultural connotation and excellent popularity, as the image spokesman, thus establishing a new brand image in the public. Then seize the opportunity to cleverly brand extension, the formation of a good brand effect, the community and the majority of consumer recognition.

Brand planning program (2)

1. In recent years, with China's market economy status in the international community is recognized by more countries and the market environment is increasingly improved, the clothing market is increasingly towards branding, specialization, personalization, diversification direction, with the WTO's further opening and refinement of the Chinese textile export quota, both for the Chinese clothing brand, and for the Chinese textile export quota cancellation. With the further opening and improvement of the WTO and the abolition of China's textile export quota, it is both an opportunity and a challenge for China's apparel brands, international brands will enter the Chinese market in a big way, the lower level of the market mode of operation, such as wholesaling and unbranded bulk sales, etc., due to the dwindling of the market space and profit margins, the market share decreases. The market demand is increasingly in the practical function and consumer psychology, emotional appeal of the basis of segmentation.

This market period, the general oversupply of apparel products, especially low-end casual wear, due to increasingly narrow profit margins, product quality homogenization and product style is very common phenomenon, the market competition is particularly fierce, the competition between brands generally beyond the product itself and the sales price of the low-level competition, and turn to different levels of consumers, different wear occasions, Different personalities and emotional needs of a full range of marketing and service brand comprehensive strength of the fight, in this market situation, take the brand to enhance the road, the brand bigger and stronger, not only domestic and foreign clothing enterprises, but also the trend of the brand's survival and development is the way to go.

Second, the competitive situation

As a traditional industry, the difference between the products of the garment is not large, we will have the same quality of competitors grouped together. At present, our company wood wave time in the market position - low-grade sports and casual wear, at present, our target consumers to buy considerations in order: style price brand fabrics, at this time, the consumer loyalty is not high, stability is very poor. Wood Wave time 100 yuan / three-piece price of sportswear products can be generally accepted by the target consumers, but due to the woven class, denim fashion style products to be further improved, which to a certain extent restricts the Wood Wave time brand spring and summer market share expansion.

The same grade of sports and leisure competition brand, Yi Yun Er, pure, the stranger, Yi Minu, etc., were also using their respective product style, brand image or retail prices slightly lower than their own advantages to attract the target consumer groups, the Division I of the market to form a greater competition. The international first-line pure sportswear brand Nike, Addidas, the domestic market image of the better sportswear Li Ning, Chauke and other brands of mid-range products, because they have established a better brand image, easy to be accepted by consumers, purchase, and therefore also occupy a fairly stable market share.

Happily, our company Wood Wave brand has gradually strengthened the brand's image promotion work and thematic terminal promotions, and in the brand's cultural construction decided to make long-term efforts, 20 ** year will actively use some major festivals to start the implementation of the brand's thematic promotions and extremely creative brand cultural connotation of the image of the promotions, in a significant boost to the end of the growth in sales will also further strengthen the brand image of the Wood Wave brand. The brand image of Wooden Wave will be further strengthened, and the brand awareness and brand culture content of Wooden Wave will be effectively enhanced at the same time. Our target consumers will gradually change the order of factors to be considered in purchasing the brand to: brand style, price, fabric, and establish a relatively stable brand loyalty among the target consumer groups.

Problems and opportunities (SWOT analysis)

Through the in-depth understanding of the company's existing situation, I believe that Wood Wave is currently facing some of the following market problems:

● The current marketing network coverage is almost zero, and the domestic important cities or regional markets are blank, which is not conducive to the advancement of the brand's national expansion strategy;

● Compared with competitors, the product varieties, fabrics, and fabrics of our products are not as good as those of our competitors, and we are not as good as those of our competitors. Compared with competitors, product variety, fabrics, styles and workmanship of the obvious advantages and features are not much, the quality of the advantage is not obvious, to rely only on the product itself away from competitors, the difficulty is greater;

● The lack of systematic advertising and integration of promotional programs, the brand image lacks a unique and distinctive personality, the brand's coherence and consistency is not strong, the brand's promotional efforts are not enough to enhance the overall market awareness

● Part of the franchised retail outlets and the headquarters of the general direction of marketing or interests of the caliber is not consistent, resulting in the implementation of marketing policies and promotional activities are hindered, the brand image, terminal management and sales policy is not unified;

● Wooden Wave brand culture and management concepts need to be further refined and sublimated, must be the formation of the Wooden Wave brand of the core concept of the unique corporate culture, so that the core concept of the brand used to guide the overall operation and service of the enterprise. Guide the overall operation of the enterprise and service work, the practical implementation of the company's every employee, and its original flavor of the promotion of popularity to our target consumers, the real brand culture in-depth heart.

At the same time, after a visit to some regional markets and targeted research, the brand also found a number of opportunities conducive to their own development:

● Due to the general increase in the pressure of urban work and life, fashion sports, health and leisure has become a real need, therefore, sports, leisure clothing is becoming more and more people's **** knowledge, to become the mainstream of market consumption, which is our company Wood Wave time for many years to promote and popularize our target consumers. It is the brand road that our company has been walking for many years, so this market state can be said to be very conducive to the further development of wood waves;

● similar style towards the international first-line brands such as Nike, Addidas, etc. Most of the market focus on the first-class cities such as Beijing, Shanghai, Guangzhou, etc., and their marketing outlets and routes and our company's brand does not constitute a head-on competition, which gives the brand development of the wood wave times. This leaves a large market space for Wood Wave's brand development;

● Competitive brands of the same grade and the same route, such as Yi Yun Er, Yi Pure, Stranger in a Strange Land, Imino, etc., or the product style and positioning of uncertainty, or the brand image is not unified, the lack of personality of the corporate culture, etc., and generally failed to form a clear integrated competitive advantage, the same level of the market basically is in the group of male and female, the strong brand has not yet been born, the brand warfare era. The same level of the market is basically in an era of brand warring states where strong brands have not yet been born, and this competitive situation is conducive to the market competition between Wood Wave and the group;

● Business is hard to do everywhere, indicating that the market access threshold is raised, and the opportunities for new brands to enter the market are constrained to a certain extent, and the competition for the new increase in the middle and low-grade sports and leisure clothing is reduced, which is conducive to the Wood Wave as a market first arrivals, and to consolidate and expand the market positions

● After a few years of market exploration, the style of Wooden Wave's existing products is increasingly close to the market, but also more acceptable to the target consumer groups, the brand's market positioning is also increasingly accurate, the variety of products is also increasingly perfect, which is Wooden Wave's maturity, this market experience and lessons learned has been formed in the unique competitiveness of Wooden Wave's brand, which is conducive to the brand's long-lasting market expansion.

● Comparative price advantage: Since the production of the products is controlled by ourselves, we can strictly control the cost and adjust the price to the lowest limit with market killing power under the premise of guaranteeing the profit margins, so there is an absolutely obvious price difference advantage compared with the first-tier brands, such as Nike and Addidas etc.

● Advantage of the styles and characteristics: Compared with the same kind of products of the competing brands, such as Benello, Zorro, and so on, there is an absolutely obvious price difference advantage. The above brands have already seen the consumer trend of "casual sports" clothing, but they still maintain their brand name. The above brands have already seen the consumption trend of "casual sports" clothing, but still maintain their original brand positioning, so we know that "casual sports" will inevitably become the trend and consumption mainstream, Wood Wave Time brand with casual sports as the main body, it is a small part of the above brands as their own main focus, and develop a series of their own unique and the market recognized and accepted It has developed a series of casual sportswear with the characteristics of the Wood Wave brand, injected fashion elements into the sports, and used the coloring techniques of the clothing to the fullest extent and appropriately. In the market to form their own distinctive brand personality, rewrite the previous pure sportswear style of conservatism, and promote the new trend of casual sportswear;

● Fabric Material Advantage: never tricky natural cotton fabric selection principles and conventional fabrics across the year reserve strategy to ensure product quality and shipping efficiency, and a long time to adhere to the formation of the Wood Wave time advantage.

Fourth, the market positioning

Fashion sports, health and leisure

China at the beginning of the twenty-first century, is an economic, cultural, scientific and technological rapid growth and surge of the developing countries, the fast pace of work frequency requirements of the modern city people like machines running constantly, the nerves have been in a kind of avalanche and overloaded state, the serious overdraft of the brain as well as the physical imbalance, so that the modern city people are living in a state of emergency. The balance of brain power and physical strength, so that the modern city people are living in a sub-healthy state, a long time in this state, mental and physical health is bound to appear crisis.

Just into the twenty-first century, sars has issued an alarm signal to the health of all mankind, with the gradual improvement of the standard of living and the quality of thought, people have realized the importance of "health" in the development of society, so "health" has become a modern man of the world. Therefore, "health" has become the modern people's life proposition, with the 2006 Asian Games will be held in Guangzhou, China and the 2008 Olympic Games in Beijing, China's successful bid, in the Chinese land will set off a lasting "national sports wind".

Sports has become a fashion, health has become the theme of people's leisure life. Wood Wave brand clothing to "drive the national fitness movement, promote the healthy development of society" as the corporate goal, in line with the "good faith and mutual benefit, benefit society" business philosophy, adhering to the "quality to win the future, the service to create a famous brand! "The brand purpose of "fashion sports, health and leisure" brand positioning and "healthy and energetic, fresh and comfortable, easy and natural, fashionable and dynamic" product style to launch the wood wave time sports and leisure apparel, to create China's super sports and leisure apparel brand. The super sports and leisure apparel brand of Chinese people.

2, product style

Fresh and comfortable, healthy and energetic, relaxed and natural, fashionable and dynamic in the sports suit on the basis of adding fashion and leisure elements, breaking the previous professional sports suit design ideas to "popular sports and leisure" concept as the center to advocate a healthy, active, confident attitude to life. The concept of "popular sports and leisure" is the center to advocate a healthy, active and confident attitude towards life. Leading the trend of fashion sports, with a fresh, comfortable, easy, natural way of dressing interpretation of the modern pursuit of health and fashion.

● sports regardless of boundaries, fashion regardless of age, wood waves brand clothing target consumer group age limitless, as long as they "advocate natural health, the pursuit of fashion self, optimism and self-confidence, positive" belong to our target consumer groups.

V. Price strategy

Price target: in the same grade brand, significantly lower than the retail price of similar brands, for terminal competitive advantage, to expand sales revenue, in the brand into the market at the beginning of the rapid increase in market share.

2, the main product pricing strategy:

The new season's main products and competing brands lower than 15% - 20% of the percentage points;

2t non-main product that is a small number of image models, accounting for about 10% of the proportion of the whole plate of goods, basically the same as the similar brands, to establish a brand image;

3, pricing methods:

Market competition-oriented Pricing method and profit and loss balance-oriented method used in combination.

Six, marketing strategy

Overall marketing ideas:

According to the clothing industry's two-eighths theory as a guiding principle, grasp the key regional markets, focusing on the company's products, manpower, advertising, promotions, and other aspects of the advantageous resources to do a good job in key areas or customers of the marketing support and terminal services, and gradually build up a few or even a strong market base for the brand, the formation of a few wooden wave when the brand is absolutely superior to the competition in the regional market, the formation of a strong market. The regional market is absolutely better than competing brands in the sales performance and market reputation, and then the implementation of the point to take the surface strategy, the brand radiation and marketing network gradually spread out.

To achieve this marketing goal, we must focus on the following aspects of work:

1, product style and quality is the key.

In view of the current market acceptance of Wood Wave products sports suit series products, the other product series of flat response to the market status quo, our company should focus on design, development, production of advantageous resources, focusing on the sports suit style design, fancy changes, fabrics with the development of the layout and other key work to focus on the study, and to strengthen the design capabilities of woven, denim products to maximize the development of the brand characteristics of both Wood Wave and the denim products. Both the characteristics of the brand and can meet the market trend of high-quality products, synchronized with the enhancement of wood waves when the product in terms of style and quality of the competitive advantage and selling point of publicity for the new season's sales and the brand's long-term development of laying a solid foundation;

2, the store terminal image of the work of the standardized unity.

In view of the current wooden wave when the retail store image and terminal display is still not standardized and unified, individual product categories show the effect is not satisfactory, the store grade and overall coordination is not enough and other substantive defects, the company will accelerate the new generation of store image design work, focusing on the visual effect of the store and brand characteristics of the culture of the combination of the store to enhance the overall image of the coordination of the store, the practicality of the display, counter Layout of space comfort, but also pay attention to some of the brand cultural connotation of the display of small jewelry embellishment to highlight the brand grade;

3, the establishment of the terminal retail shopper direct system and interactive mechanism.

Who controls the terminal who won the market, many clothing brands are not successful not because his products are not competitive, but also not because of poor store image. But because there is no set of scientific and standardized franchise chain operating system, in this system, people, goods, store management must be face to face, in which the shopper that "people" management is the most critical and the most difficult to control the factors, especially in the sales of a newly launched brand success factors, shopper's service attitude, sales skills and Self-quality accounted for more than 75%, which is also the relationship-based marketing in the modern marketing model more and more to show its charm, the establishment of interpersonal network of sales staff and customers, and constantly be able to maintain the existing market share, but also increase the brand's reputation, invariably in the maintenance of the old customers on the basis of the absorption of new customers, so that the market share of the occupancy rate is constantly rising. According to a U.S. marketing agency statistics, the development of a new customer needs the cost of expenses is to maintain an old customer 5 times. This shows that the terminal sales staff plays a key role in the development of the brand. Wood Wave will first establish its own flagship store in Guangdong, which plays the role of both a training base and an operational test bed and sales staff of the "practice field", before the brand for large-scale expansion, Wood Wave will make every effort to cultivate and build the "ten gold medal store manager", the gold medal store manager, who will be the first to be awarded the "Gold Medal". ", the gold medal store manager must be very knowledgeable about product knowledge, product display and clothing with a very proficient, with first-class sales skills and communication skills and good psychological quality, once become a "gold medal store manager" will enjoy the treatment of managerial level, the gold medal store manager will be divided into the national market for the Ten plates, and will be distributed in the market area to which they belong, the region's shopkeepers for mobile supervision and training, the company's latest product information and display, training information most immediately reach each shopkeeper, each "gold medal shopkeeper" has a maximum of 100 shopkeepers to manage the region can be deployed, once a new store opens, you can quickly Once there is a new store opening, you can quickly and timely dispatch elite staff from other stores to ensure the sales performance of the newly opened store. Gold store managers will also maintain instant communication between the daily sales performance through short messages, weekly summits through the computer network to discuss and analyze the market situation, as well as proposed to improve sales performance of the program, and the provisions of each gold store manager every week, there is a "gold weekly report" transmitted to the company headquarters, in order to control the market dynamics of the head office in a timely manner;

4, the key areas, key Franchisee focus with and focus on monitoring

Consider setting up a self-owned 'brand flagship store', 20% of the outlets to ensure that the output of 80% of the sales performance. For the wood waves when the brand is based on a better region, with a better degree of cooperation with the franchisee, the influence of a good location image of the mall counters focus on giving goods, shelves, credit, advertising, promotions and terminal materials, etc., focusing on the company's advantageous resources to cooperate with the main focus of these markets, and strive to achieve the wood waves when the regional market to the European sports and leisure clothing of the first brand to beat the absolute advantage of the absolute advantage, including Yiyuner, At the same time, in some self-operated regional markets where the brand has accumulated better, due to the high rental cost of street stores plus the expensive transfer fee, the brand can consider choosing the best counter position in the best shopping malls to set up "Wood Waves brand flagship store" at the initial stage, to rapidly occupy the market, and to gradually upgrade the brand grade and brand name of Wood Waves. Wood Wave brand grade and brand radiation, to create better conditions for the enhancement of sales performance of secondary stores.

5, promotion should be more standardized and systematic.

The new season of the brand promotion will be in strict accordance with the 'first plan, after the implementation of the promotional budget into the sales costs, the implementation of the effect of sales performance to measure the overall principle, taking into account the focus of the region, the industry's seasonal, species of the main thrust of the importance of sales festivals arranged for the implementation of the implementation and monitoring, and strive to achieve a combination of plans and market demand, the plan and the market demand, the plan, the plan, the plan and the plan. To achieve a combination of plans and market demand, plans and actual implementation of a combination of expected and actual results coincide.

20** spring and summer promotional expenses will be strictly budgeted to control the full season ordering 10% of the total amount of funds budget allocation structure and regional key settings see section VIII.

● Promotions: Tapestry Clothing Forum

Adhere to the short-term interests (focusing on sales) and the brand's medium- and long-term interests (focusing on the brand image) of the promotional strategy, the theme of the major holiday gift promotions as the main way, instead of the brand's reputation damage to the direct discount promotions; on the other hand, to improve and do a good job in the promotion of the Wooden Wave VIP service system, the first phase of the Wooden Wave's VIP service system, the first phase of the Wooden Wave's VIP service system. On the other hand, we will improve and do a good job in promoting the VIP service system of Wood Wave's. In the first phase, we will take the key regional markets of Wood Wave (Beijing, Chengdu, Shanghai, Guangdong, etc.) as the main pilots, standardize and improve the service rules of VIP customers, set up a perfect VIP customer file, and comprehensively push forward the implementation of the VIP membership system, so that we can form a new core competitiveness of Wood Wave in addition to its products with the high-quality end-user customer service program, and form a good reputation in the regional market and in the industry. The reputation of the industry and the regional market.

● Advertising:

Drawing on the current domestic mid-range sports and leisure brands to expand the strategy, wood wave time in the first half of 20** is still based on the market, improve terminal management, accumulation of momentum, steady expansion of the brand of the season, the brand will not be too much for media advertising costs, will focus on selecting the industry, or on the target consumer groups have a greater impact on the print media, in the media advertising will be as much as possible in cash, in the media advertising, the media advertising will be as much as possible in the form of a new core competitiveness. In terms of media advertising, we will try our best to use a combination of cash and in-kind or direct in-kind offsets to obtain media advertising opportunities and reduce the company's cash pressure, while also reducing the backlog of inventory.

20** spring and summer advertising theme will be to create a new brand of wood waves brand fashion sports, health and leisure brand core orientation, from the level of consumer psychological needs of the wood waves brand brand culture and product style, focusing on wood waves products fresh and comfortable, healthy and energetic, easy and natural, fashion and dynamic and the best service, and strive to the target consumer groups to show a new concept of fashion and healthy life of the European Union. The new concept of fashionable and healthy life is to show the target consumer group a kind of Europeanization.

L The allocation of advertising costs will be mainly considered in two aspects, one is the sales performance is more stable and there is still room for growth, and licensed customers can better cooperate with the region, the purpose of advertising is to attract investment and enhance brand awareness, and thus increase the market share of the product; on the other hand, the other hand, to consider the consumption of large potential and our company plans to focus on the expansion of the region, such as Beijing, Chengdu and Guangdong, and other relevant and strong market demand and big! Stronger and market demand and large regional markets to use important holidays or new products on the market in the early stage of public relations activities (such as investment promotion, ordering, show, static display of products, etc.) and public sponsorship (such as college games clothing sponsorship, sponsorship of local activities, charitable donations, etc.)

Selection of advertising media: the industry influence standard, the standard of attention of the target consumer groups, while referring to the media thousands of people cost, Media own grade and other factors based on media selection, focusing on the selection of "China Clothing Network", "Shanghai Clothing", "China Clothing", "China Clothing News", "Apparel News", "Apparel Times" or the industry's mainstream newspapers, as well as regional authoritative newspapers, shopping malls, light boxes, outdoor wall ads, DM promotional products and other media and methods.

Promotional and brand advertising programs need to be implemented with scientific evaluation indicators and reference basis for effect monitoring, the department will focus on monthly sales market share, shopping malls rankings, brand awareness, brand loyalty and other indicators to measure the effectiveness of advertising, and according to a variety of feedback on the advertisement of the strategy review and operational adjustments.