"Dragon World" to lead the new Chinese men's cultural marketing

In recent years, China's business men's clothing industry looks like a mild fission, brewing a major pattern of the trend of change. For business men, the new revolution, must not only be a simple evolution of clothing style, but also the subtle changes in business people's attitude to life and inner value. Clubs, golf, vacations, travel, sports ... everything is breaking the traditional mode of life for business people and derive a new fashion apparel. The essence of marketing is actually around the consumer's life trajectory and changes in consumer demand to adapt and guide. With the rapid development of the men's clothing industry, the traditional marketing tactics such as traditional advertising bombing, celebrity endorsements and price wars have become increasingly difficult to attract customers' desire to purchase. Business men's competition in the industry has entered a white-hot battlefield, as the market becomes more "red", how to jump out of the "Red Sea" into the "Blue Ocean" it? Prince Dragon Culture Column is Prince Edward Dragon Group and China Railway Media based on the market environment and consumer mentality profound insights, convergence of energy, innovation and the outcome of its launch will be piloted the flagship of China's new menswear culture marketing! Railway known as the "steel dragon" in China, as the country's largest transport network, across the country from east to west. The train is the most easy place for tourists to visit, visit friends and relatives, and travel business people to gather, communicate and exchange information. The geographical span is large and the advertising is wide-ranging. This plays an important role in promoting the brand's influence across the country. With the rapid railway growth and the opening of various new trains such as intercity trains and high-speed trains, it is estimated that the passenger carrying capacity of trains will reach 2 billion in 2010 and new changes will also take place in the structure of the crowds. "Business people, The proportion of middle-and-high-end white-collar workers will continue to increase, and the railway media have grown to become high-quality media resources. It is precisely because of this, the train media by more and more advertisers of all ages, and gradually become an enterprise to expand brand awareness can not be ignored one of the important ways. Taizilong Culture Train relies on the train carrier to spread the "Dragon Culture" for the purpose of helping the brand take off, a virtual two "Dragon" of cooperation, will be in the vast land of China interpretation of an innovative marketing drama. The competition of the brand is to some extent a cultural contest. The Taizilong Culture Special Column takes the domestic metropolitan city as the communication platform and watches the economic frontier cities. The intensive propagation of fine workmanship and the steady branding create a solid brand. Cultural exclusive column completely exclusive, 100% to avoid the spread of noise, Prince Edward dragon exclusive media space, create a unique strong brand! The flagship brand train of new culture marketing originates from the early train title and is not a novel "concept" in the field of media. However, this cooperation between Prince Edward and China Railway Media gives this new form of traditional media a new Marketing power. First, from the perspective of the audience of the train media, outdoor media such as television, newspapers and periodicals and other outdoor media such as buses, subways, bus shelters and the like are advertising carriers for a city resident and are limited to a certain extent. The train media can quickly and effectively transfer the product, brand information and culture of Taizilong to all parts of the country, promote the exchange of information among key cities, and create resonance and interaction among key markets so as to effectively help Taizilong's rapid national strategy expansion. Second, from the effective arrival rate of the train media to analyze, Prince Edward Dragon Culture train as a master train media, in a confined space, multimedia, all-round organic combination, to create Prince Edward brand VIP exclusive experience hall, brand image and products Promotion of both simultaneously. At the same time, due to its own wide range of space, encompassing many geographical areas, strong demographic controllability and other advertising environmental factors, it has been able to overcome the limitations of traditional outdoor media such as low arrival rate and simple information. Third, Prince Edward Dragon train train selection are almost all luxurious air-conditioned train, which in the image and taste are the same with the psychological reaction of Tarzan target consumer groups, virtually enhance the Prince Edward brand target consumer's perceived memory And aesthetic cognition. May wish to imagine, the international film star Jiang Wen wearing Prince Dragon costumes, he sway freely, proud Kyushu proud king of the state, so that passengers in the process of happy travel, fully feel Prince Dragon "confident, naturally excellent" cultural concept. With the speeding train, Prince Dragon's planners are very clever in their products, brands, trademarks and other core elements into the minds of consumers, quickly seize the hearts of the target audience shelves, these target consumers are no longer passively Accept the advertisement, but gradually change into the initiative to cognitive advertising, and effective psychological evaluation, Prince Edward Dragon brand perfect memory of the experience will be formed. Fourthly, there is a wide range of social transmission of train advertisements. Passengers traveling through the car for a long time after repeated memory and awareness, it is easy to extend the advertising effect directly to the community, and the formation of a wide range of positive social effects. For railway train media, the audience's acceptance of advertising information is not individual, in fact, there is an interactive behavior, which will be more conducive to the second strand of Prince Edward brand information dissemination and further extension. In the serious homogeneity of products, every enterprise faces the test of life and death. When the cost advantage is no longer, consumers increasingly difficult to ponder, the company's founding principle is the enterprise's ability to innovate. We know that clothing is a cultural consumption, then the service industry marketing, plainly is to see who can give customers the values ​​and lifestyle they agree to identify every possible point of contact with consumers at these points Strongly to create a good customer experience, and as a basis for continuous innovation and breakthroughs in order to eventually form the core competitiveness. From the "Red Sea" to "Blue Ocean" how to go after the road? "Dragon world" to China's new men's cultural marketing pilot!

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