Dignity -- The New Idea Of Kungfu Life Movement

In recent years, leisure has become the mainstream awareness of people's lives. Business and leisure trends are also popular among young business people. Casual leather shoes are also the first choice for this group. Facing the continuous expansion of leisure footwear market space, casual footwear industry is facing the bottleneck of homogenization competition. In China, the casual footwear industry is in the confusions of homogeneous competition, striving to create the first brand of casual shoes and clothing brand.

Differentiated marketing is not a marketing level, a marketing tool innovation, but a product, concept, value, image, promotion. means And marketing methods, such as multi-directional, systematic marketing innovation, and on the basis of innovation, achieve brand focus in the market segmentation, and achieve strategic leading edge. Honorable chairman Cai Fengyi introduced, at present, the honorable brand has two categories: leisure leather shoes and leisure sports. In order to separate the brand from the homogenization competition of the industry, respectable, according to the characteristics of the sub market, formulate product strategy, image strategy, channel strategy, promotion strategy and promotion strategy separately, and implement them.

Locking two big sub markets to achieve product differentiation

Facing the already segmented market, enterprises choose two or more than two sub markets as the market target, providing targeted products and services and corresponding sales measures to each sub market, which has become an inevitable trend of differentiated marketing.

Honourable is seeking to maximize the market share by product differentiation. Honourable has adopted two different product categories to lock two sub markets of casual leather shoes and leisure sports shoes and clothing.

According to distinguished staff, distinguished leisure shoes pursue high quality and high quality lifestyle, with dynamic, elegant and lightweight positioning for products. With comfort and durability as the basic considerations, three series of products, such as urban leisure, life and leisure, outdoor leisure, are launched. Honorable leisure activities incorporate a large number of traditional Chinese elements, combined with western popular elements, and cooperate with REC, an internationally renowned commodity planning company. Popular Three new series of fashionable leisure sports, campus fashion and Metropolis

"Dynamic business" creates a new image of business and leisure

The difference of product category attributes determines the positioning of different brands and the choice of different target audience groups. Because of this, distinguished leisure shoes and leisure sports products have created different images. The positioning of image differentiation clearly interprets the different image appeals expressed by the two product categories.

As the younger generation of business people began to strongly pursue the concept of "dynamic", distinguished leisure shoes are the core of "dynamic business" as the core of the brand, and strive to create differentiated business casual brand image. Dynamic business is interpreted as an enterprising attitude towards life, work and dream, and a relaxed, elegant, dynamic and healthy way of life. Honourable is committed to the "dream of a more honorable" brand culture, fully integrated into its product system, brand promotion and sales, for the younger generation of business people to create a grand slam, dynamic fashion business life and relaxed, wonderful outdoor experience.

Play sports, show Kung Fu life sports new ideas

Unlike the "dynamic business" brand of casual leather shoes, this year's distinguished leisure movement put forward a new idea of "sports show Kung Fu". Honourable believes that "life is everywhere in sports," "play" is a sport, Kung Fu is an "attitude." "Playing sports" clearly defines the "playing" in this sport market. "Show Kung Fu" continues the concept of honorable early. This extends from noun to adjective, so that kungfu is no longer just. limit In martial arts, the word "Kungfu" is sublimated from a purely technical noun to a sport attitude and a life attitude. It extends the value of young people's display of themselves.

It is reported that in August this year, honourable and Hunan TV "Zhiyong Da Chong Guan" column jointly recorded "play the customs, show Kung Fu", the meaning lies in the interpretation of "play sports, show Kung Fu" brand new concept to play sports, show their spiritual connotation, advocate playing sports personality and show self attitude, to meet the young people's challenge to life, love play, love show, like the psychological needs of transcendence.

Differentiated and multi-dimensional marketing techniques

As early as several years ago, distinguished brands realized that with the development of China's sports brand industry, the sports marketing channel gradually shifted from professional competition to non professional sports; while the rise of the international leisure fashion trend and the new demands of people's quality of life, the "national sports" and "leisure sports" will inevitably overturn professional sports, and the development of sports brand products will gradually develop towards the pan sports process.

"Regardless of professional sports events or stepping entertainment industry, all kinds of high-end marketing resources need to be involved, so that the concept of products can be accepted by more and more consumers." Honorable chairman Cai Fengyi believes that the promotion of honorable brand under the new situation must be changed from simple professional events to mass and entertainment events, and from one-way communication to two-way communication.

Due to the distinguished leisure brand positioning, honourable lock-in youth, sports and fashion groups. On the one hand, the industry influence is mainly sponsored by sponsoring sports event marketing. On the other hand, the provincial-level satellite TV cooperation with noble choices and entertaining interests will promote the brand image and brand concept in the form of entertainment marketing, and intensify the publicity on the Internet. It will spread in various ways through the promotion of network public relations activities, so as to capture the mental resources of consumers and improve the reputation of the brand.