Starling: Shoes+Sports Cowboys
Myna was founded in 1986. It has been 27 years since it independently developed the first pair of shoes in China in the same year. But in fact, this starling, who is now known as a "shoemaker", didn't just focus on shoes at first.
At that time, the international trend of board shoes was more and more influential, and a new generation of domestic consumers who pursued independence after 80 s and 90 s was coming soon. Starlings gradually realized that board shoes would become the mainstream wear of the younger generation of consumers, so they resonated with board shoes.
After several years of market experience, the product series of myna shoes has been continuously enriched. In 2008, it launched three series: street drama, cool fashion and leisure time. In recent years, we have launched a series of shoes designed by their spokesmen. 20 10, the board shoes "Liu Qian I generation" and "Liu Qian II generation" designed by Liu Qian, one of the spokesmen of starling tide star, were grandly launched. 20 1 1, "Liu Qian San Dai" board shoes were launched. In the same year, Popin Hyeon-joon, another star of starling's endorsement group, participated in the design of "Dance King Shoes Generation" and "Dance King Second Generation", which also shocked the market.
If there are only shoes, the category is too single to meet the requirements of terminal display. To this end, at the beginning of 2007, myna cooperated with South Korea's SIOR fashion design company to launch "sports cowboy" in due course. "Sports cowboy" becomes the partner of shoes, which can not only continue the brand style of myna, but also enrich the product categories. Different from popular cowboys, myna's "sports cowboy" combines the design and tailoring of sports, showing fashion personality with sports colors, retro lines and embroidery collage, which complement each other with shoes.
Chianda: Digging the Connotation Endowed by Culture
Later than myna, in 2003, Chianda, who valued the market potential of board shoes, also began to develop and produce board shoes. However, in the early days, the implementation of Chianda board shoes encountered great resistance, and the most direct one was the rejection from dealers all over the country. The reason given by the dealer is very direct and sufficient-there are no shoes on the market and it is impossible to grasp the market.
In the face of difficulties, we re-examine it in another way and finally come to the conclusion that as a kind of footwear, board shoes have no sales prospects. What consumers need is the street culture, trend and unique personality carried by board shoes. Then, Chianda used this as a complaint point to promote it. After several quarters of market investigation, dealers reversed their attitude and actively took delivery.
In 2004, Chianda officially changed the board shoes into the main production line, and since then, the board shoes pattern of Chianda has taken shape. In 2005, Chianda signed a contract with JJ Lin, a popular star, to launch an exclusive "Jiangnan" series and a "Create Brand" series with oriental culture. In addition, Chianda also combines western trends with oriental classics, giving the brand richer connotations. Then, some cultural elements with China flavor also appeared on Chianda skateboard's cultural shoes, such as misty rain in the south of the Yangtze River, splendid south of the Yangtze River, Longyao World and Searching for Stars.
In 2007, Chianda Shoes ranked first among similar products in the national market. In the same year, we decided to enrich the product structure, put into production skateboard accessories, and make great efforts in the field of fashion clothing. In 2008, with the popularity of casual clothes, the matching casual shoes and board shoes were more popular in the market. Chianda, which smells the future fashion trend, is also striving for the goal of "the first brand of shoes in China".
Second, promote the trend culture and aim at entertainment marketing.
The street culture and trend contained in shoes make entertainment marketing undoubtedly the most suitable marketing promotion means. Starling and Chianda also chose to use entertainment marketing for brand promotion.
Starling: Continue the personalized route and play entertainment marketing.
In marketing promotion, myna continues the personalized route of the brand, enables entertainment marketing, and narrows the psychological distance with consumers step by step.
In July 2008, myna signed a contract with SOCOOL magazine to reach a strategic partnership. SOCOOL is a magazine that provides information for world trend lovers and is sought after by young readers. Its readers can be said to be very suitable for myna's target consumer groups. Later, myna cooperated with PPS, and put advertisements in the variety entertainment and sports world live broadcast column. At the same time, it was named Hunan Satellite TV live broadcast column, which improved its popularity on the network platform. In the same year, myna also cooperated with Youku, an Internet video website, and won a lot of audience resources.
In 2009, Golden Eagle, a new media of Hunan Satellite TV, attracted much attention as a live webcast area of "Super Girl", and myna reached a friendly and cooperative relationship with it and became a "strategic partner of Super Girl Network in 2009".
In 20 10, myna's biggest action in entertainment marketing was to activate the star combination. At the same time, she signed a contract with magician Liu Qian, Asian dance king Popin Hyeon-joon and popular host Sun Xiaoxiao of Hunan Satellite TV to interpret the concept of tide play. As the starling said, Liu Qian promoted popularity, Popin Hyeon-joon showed the new style of play, and Sun Xiaoxiao passed on the concept of entertainment. After signing the contract, myna launched a series of shoes designed by Liu Qian and Popin Hyeon-joon.
For myna, entertainment marketing is more easily recognized by consumers, and the resources selected by myna are closer to its route and consumer audience. In addition to the above measures, myna also sponsored the Xiamen White Dolphin Beach Music Festival.
Chianda: Pioneer of Entertainment Marketing
Although not as frequent as myna, Chianda has made great efforts in entertainment marketing. In 2005, Chianda signed a contract with JJ Lin as the brand image spokesperson, becoming a pioneer in entertainment marketing, and interpreting Chianda's brand personality with the help of the youthful and fashionable image of the spokesperson.
In 2008, Chianda and SIZE magazine held a graffiti contest for skateboarding shoes, which lasted for one month and had an effective interaction with consumers. On 20 10, Chianda cooperated with the popular online game "Martial Arts Fengyun" to hold a graffiti contest with the theme of China's classic martial arts culture, and moved the offline graffiti online to carry out the trend activities to the end.
At the same time of paper media and network promotion, Chianda also extends the promotion channel to the TV with the widest audience. 20 10-20 1 1, Chianda continuously sponsored the domestic large-scale competitive program "anhui tv Boys and Girls March Forward", which was novel and interesting, deeply loved by young audiences, and helped to broaden Chianda's radiation and influence.
20 1 1 In September, Chianda launched the second generation of celebrity endorsements, and the spokespersons were "fast men and fast women" Vision Wei and Su Miaoling. As the stars of Hunan Satellite TV's famous talent show, they are more concerned by the younger generation, and these young consumers have gradually grown into the main force of fashion product consumption, which is more conducive to Chianda's brand being close to young consumers.
In fact, myna and Chianda are also involved in sports marketing. For example, Chianda has reached a strategic cooperation with the China World Cup Roller Skating Tournament 2008 China Suzhou Roller Skating World Cup Tour Taihu Marathon. Starling was named the 10th National Extreme Sports Competition in 2009. But in any case, brands with trend factors are more closely related to entertainment marketing. (china shoes net-the most authoritative and professional footwear information center,)