On2010, Chinese character, it is a not ordinary year Expo, the Asian Games in China have the most characteristic two city Shanghai and Guangzhou held, attracting worldwide attention. The Red Valley this new enterprise of China,2010was also an extraordinary year, at least through the Shanghai World Expo and the Guangzhou Asian Games in one, to show the world their own brand strength and connotation. While the Red Valley, it is through Entertainment Expo marketing, successfully transmitted its own brand.
Entertainment marketing: differentiated communication
In August 17, 2010, Red Valley brand officially entered the Shanghai Expo Park exhibition,5 days of” world Sichuan week” activity to pull open heavy curtain. When Tan Weiwei song” the sun has just risen” finishes, the scene of the jubilant atmosphere, warm, appeared a climax, cheering the Baosteel stage drowned in the crowd.
” The sun is just rising” by” Red Valley business theme collection activities” for the Red Valley songs. After half a year of” Red Valley business theme collection activities”, not only at home and abroad has been the songwriter ‘s positive response, but also attracted a large number of music industry professionals to join in. ” The sun has just risen” skillfully combines the Red Valley brand concept, corporate culture, product charm, advocating lifestyle perfectly blend together, beautiful melody, beautiful, easy to sing, impressive.
In the integration of the resources, expand brand Expo marketing process, Red Valley entertainment marketing as the main mode of operation, in order to cause the consumer interest, guide them to cognitive Red Valley brand, improve the Red Valley brand reputation, gained very good dissemination effect. However, this Expo concert, but red Gu Yinian to entertainment marketing is an important link in.
In fact, in 2010 the Red Valley in the country launched a range of brand communication and recreational activities, not only lasted for a long time, but rich in content, planned, targeted for brand communication.
At present, the domestic leather industry competition is intense, greatly small leather goods up to thousands of business, with strong foreign leather goods brand enter ceaselessly, Chinese leather market territory in the habit of being redesignated. ” Chinese leather industry only toward brand continuously upgrade direction, in order to obtain the strong power of development, has a vast market space.” Red Valley chairman Deng Shenwei so judgement China leather enterprise future trend.
As the Yunnan Lijiang Shuhe Royal handmade leather craft ‘s successor, Red Valley leather product inherited Shuhe leather production crafts of the essence, and the industrialization of modern leather making technology and ancient Shuhe leather production process of combining, the material selection, material, production, design, craft are very exquisite. After years of development, now the Red Valley is a collection development, design, production, marketing, brand operations as one of professional leather company, in Guangzhou and Sichuan has two major production base and logistics center, in Guangzhou, Beijing set up a research and development center, in Yunnan and Lijiang set up the Red Valley brand culture industry group, its two big independent leather goods brand Red Valley ( HONGU ), ( MANMONT ) manmont sales network covers31 provinces, city, autonomous regions more than 150City, established a huge sales network.
Sails development drive Red Valley, to expand the market space, access to premium brand, and ranks among the world ‘s top leather goods brand, must on own brand upgrade.
Location master Jack Trout believes that, only the brand to differentiate, occupying the minds of consumers, the acquisition of cognitive advantages, will ultimately form the core competition ability of the brand.
Deng Shenwei thinks, this is a popular entertainment era, entertainment patterns emerge in an endless stream, can use the media beyond count, but by consumers love to see and hear how the form of entertainment, and the depth of communication between consumers, in influence character by environment promotes Red Valley brand awareness and reputation, is the red valley difference of entertainment marketing point.
And CCTV brand upgrade, symbiotic win-win cooperation:
The Shanghai World Expo for the Red Valley, will undoubtedly provide a brand promotion. Because no matter from business level or from the cultural level, the Shanghai World Expo is a special communication value. But how to establish the marketing strategy, it relates directly to the enterprise brand dissemination effect.
” If in the World Expo for the simple product display, of dogmatic explanation of enterprise culture, brand communication did not play good results. We must take a new way of thinking, take seriously the Shanghai World Expo will give us the opportunity.” Deng Shenwei said.
In 1998, American scholar pine II and Gil ink in the” Harvard Business Review” published an article entitled” the experience economy era” article, emphasize pointing out, with a new consumption era, people’s production and consumption behavior has changed greatly, from consumers on product function and price, to a more focus on the sensory experience and psychological identification. That is to say, in the era of experience economy, material factors in progressively lower, non-material cultural factors attention, brand is formed between the distinction is no longer the material factors, but human factors. While the entertainment marketing image, vivid, fashion, full of personality, strong interaction, can mobilize consumers visual, auditory, tactile, taste, feel, and guide them to participate actively, reduce the distance between brands and consumers, and shaping the brand image.
In June 18, 2010, Red Valley ‘s first brand MV theme song” the sun has just risen” complete MV filming, debuts at the August Shanghai World Expo debut, through song and dance, video footage, for six hundred years the Shuhe culture, shows a Zhuang HUAIJI intense, very touching Chinese leather crafts development Shi Ge, true reproduction of the Red Valley brand and Lijiang Shuhe ‘s history, the perfect interpretation of the Red Valley leather unique national characteristics.
Especially, when a specially crafted grinding and design treated plateau pure leather scroll in the World Expo international large stage started slowly, Red Valley brand carrying the Lijiang national customs, true to life likeness to show in front of people, not only transmits the Red Valley” in the matter, park in the heart of” core brand philosophy, also pass a Lijiang freedom, nonchalant ease leisurely lifestyle.
October 29, 2010,” CCTV in Huadu of Guangzhou Tenth China ( Shiling ) leather leather festival opening ceremony Red Valley night Gala” press conference revealed December Red Valley will join CCTV boarded leather festival opening ceremony of the big stage, with a strong media, CCTV ‘s strength, the integration of government, the leather industry association of various resources, the Red Valley brand into new strategic height.
Through the” CCTV in Huadu of Guangzhou Tenth China ( Shiling ) leather leather festival opening ceremony Red Valley night Gala” activity, with ” the stars shining red Valley sing to enjoy the leisure life” as the theme of the Red Valley focus on dissemination of” leisure life advocates ” brand philosophy, praised Lijiang ‘s leisure life style, red the valley has been committed to the concept of leisure life in urban life, and as a leisure life advocates, so that customers can always feel relaxed and comfortable leisure life.
Red Valley is not only the staff house, are dealers, partners, and the Red Valley” brand is a partner” jointly owned brand. More importantly, the Red Valley through the large investment, market and agency to send a strong message: Red Valley to build a strong brand, with all partners work together, the pursuit of excellence, and create a shared.
The star effect: interaction” moisturizes things in silence”
The traditional entertainment marketing are invited to star to become spokesman or attend the product launch, but, in the advertisement the marginal effect of attenuation, the condition with increasingly intense competition, enterprises entertainment marketing, begin with the” celebrity effect”, the entertainment factors into a product or service, through various forms of interaction with consumers, in order to get better brand dissemination effect.
Following the success of”2009 Tan Weiwei Lijiang public concert cum Red Valley night after2010″,” Red Valley to the Tan Weiwei National Concert Tour” started in Shanghai. For two consecutive years, the famous singer Tan Weiwei and the Red Valley, was invited to become red Valley” rejuvenating Chinese nation handicraft charity ambassador”. The concert, singing songs of each gap, Tan Weiwei will interact with the fans, recalling its history, tells her with red Gu Ren, Red Valley brand emotional connection. Tan Weiwei told the fans:” Red Valley actively forge ahead in the spirit and culture of gratitude, left deep impression to me, I agree with this kind of corporate culture.” Enterprise, star, audience, with music as a tool of communication, music, life experience and value exchange, in the” quiet”, the Red Valley brand into the mind of the consumer.
In fact, entertainment without borders, so entertainment marketing can break through the barriers of language and culture, breaking the geographical boundaries, more effectively in the larger context of the spread of brand. Song” the sun is just rising”, beautiful melodies and the rich story of picture, can let the whole world audience awareness and understanding of the Red Valley brand culture and spirit, accept the Red Valley advocate real, natural philosophy of life.
Industry experts pointed out: Entertainment Marketing for public brand communication, wide coverage, can bring for the enterprise value. Red Valley to the Shanghai World Expo, CCTV brand communication platform, in two points, through the marketing and entertainment marketing, not only improve business visibility, but also enhance the brand reputation, brand to its upgrade has laid a good foundation. The next few years, the Red Valley, since the choice of entertainment marketing, to in-depth understanding of consumer psychology and consumer psychology and consumer entertainment, emotional interaction, branding, differences in the way to accumulate brand equity, and constantly strengthen the brand image, brand reputation into brand loyalty.
Deng Shenwei thinks the future of leather industry, the competition will be the competition of brand, in entertainment marketing brand upgrade Red Valley, will continue to play a brand, promote the true nature of the leisure life, attract more consumers recognized the Red Valley” a partner” of the enterprise culture.