Brand Promotion Mode Innovation Create Characteristics Enhance Brand Value

< p > from hydrophilic skin cleaning to close care, Jie Liya, through the brand promotion mode innovation, marketing management mode innovation, technology development mode innovation, internal management mode innovation, has innovated the home textile industry enterprise pformation development mode, from the towel Kingdom rise, forcefully implemented the multi category expansion strategy, writing the home textile industry enterprise pformation development legend of growth! < /p >

< p > < strong > brand promotion mode innovation < /strong > < /p >

< p > < strong > create brand characteristics and enhance brand value < /strong > < /p >

< p > we can vividly compare the corporate culture to the soil that breeds the brand. The brand includes the corporate culture and the product and image based on the corporate culture; brand characteristics are those flavors which are sweet or fragrant or sour or distinctive, attract customers and win the market.

"Nanshan pear" is a brand. "Nanshan pear is a little fragrant" is the brand characteristics.

It can be seen that the brand can not be separated from the soil that has been nurtured. Without proper soil, it will not smell like "Nanshan pear".

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< p > what kind of corporate culture will breed brand, will give distinctive brand characteristics.

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< p > corporate culture is the soil and the most important productivity of the enterprise. Brand is the signboard, the most precious and unique resource attracting customers, and the brand characteristic is the most attractive and unique taste.

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The brand of jliya, born in julliya's corporate culture, is characterized by "caring for life", "caring for health", "loving you is p" and "life is about cleanliness."

From the brand characteristics, Jie Liya chooses the programs and channels of "loving, loving life and healthy", actively promoting brand, from small to large, from big to strong, and become a successful example of Zhejiang private enterprises in implementing brand strategy.

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< p > choose TV columns and channels that are consistent with brand characteristics to promote brand characteristics and enhance brand reputation. In 2009, Jie Liya was concerned about the national sports cause, promoting the brand characteristics of "caring for health", and working with the national swimming team of China to sign a long-term strategic partner of the national swimming team. The cooperation contract lasted for seven years, and gave exclusive agency to home textiles and knitting textiles.

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< p > 2012, in order to promote the brand characteristics of "care for health and care for life", Sun Yang, ye Shiwen and Jiao Liuyang of Olympic gold medal swimmers at London Olympic Games were invited to visit the headquarters of the group. They were filming "I love swimming and I love life more", which was widely recognized by consumers.

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< p > 2011, in order to promote the brand characteristics of "love you or love yourself", you invested huge sums of money to sign Zhejiang TV's "marriage defense war" and Hubei satellite TV "blind date", becoming the exclusive title of the two marriage and family columns.

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From P to 2012 to 2013, in order to promote the brand characteristics of "loving and caring life", we decided to invest more in the sponsorship queue of China good voice program.

The main consideration is that "good voice in China" is a phenomenon that breaks away from the current phenomenon that guests are often disadvantaged in TV entertainment programs. This program respects guests, does not judge people by their appearance, and selects their characteristics with sound quality. This will greatly stimulate the love and enthusiasm of grassroots audiences, and will very well kiss the connotation of the brand characteristics of Jie Liya.

Facts have proved that through the "good voice of China" brand promotion platform, the brand image and brand reputation of Jie Liya have been improved unprecedentedly.

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< p > 2012, the exclusive title of Tianjin TV's gold column "love defense" and "Chinese beauty" continue to promote the brand characteristics of "love you is love yourself".

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< p > 2013, we intensified efforts to promote the brand characteristics of "loving, loving life and loving life", and actively participated in the interactive brand business of Zhejiang TV's "turn around to meet TA" interactive brand and the interactive brand of Dongfang TV "dance competition" program.

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< p > emphasis on the promotion of network media and the promotion of brand characteristics and brand reputation through multiple channels. The special advantage of the Internet media is that it can increase brand appeal and enhance memory through interaction with the audience, so as to achieve the promotion of brand characteristics and corporate culture, and brand reputation will also be promoted rapidly.

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< p > during the fourteenth FINA World Championships held in Shanghai in 2011, an online promotion campaign was launched for the Chinese Legion to contest the number of gold medals and gold medals of the Chinese Legion and win the one hundred thousand yuan prize. 508000 people participated in the promotion of the brand characteristics of "caring for health and caring for sports industry".

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< p > 2011, in collaboration with the NetEase, we launched a special platform to promote the website of "Jie Liya love paradise".

The number of Internet participants reached 24 billion 440 million 300 thousand.

This "child care" promotion program was awarded the "2011 China advertising creative children's public welfare Excellence Award" as a classic case.

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During the Mid Autumn Festival and the national day of 2011, P launched the promotional activities of "love life, love the Mid Autumn Festival, love the motherland and love history and culture". It spread the idea of "big love" to family members, friends and colleagues. The online participation of the interactive netizens reached 432718 and 458480 respectively.

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< p > through a series of brand characteristics and promotion of corporate culture, Jie Liya's "Love Unlimited, great love" concept of love has been rapidly sublimated.

"Love life", "care for health", "love you is love yourself", "life is to be clean and elegant" and other loving brand characteristics are also widely recognized by the majority of consumers.

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< p > brand promotion should pay attention to methods, do what is right, choose suitable channels, carry out brand promotion effectively, and do everything within our means. If blindly follow, big shots and big throwing are simply burning money, and even drag corporate finance to the abyss.

This is the pain that enterprises that are making brand must avoid.

When promoting brand in home textile enterprises, we should especially grasp the promotion methods.

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< p > promotion method 1: do not compete with big brother enterprises on the same stage.

It is to participate in public bidding such as CCTV's "King King" advertising hours.

There is no shortage of large and strong industry enterprises in China, especially in the liquor industry, food and beverage industry, sports a target= "_blank" href= "//www.sjfzxm.com/", "clothing less than /a" industry, and daily chemical washing and washing industry.

If the home textile enterprises compete with the industry giants who sell tens of billions of sales, there will be no advertising section and program columns with high cost performance.

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< p > promotion method two: use the exclusion principle to strive for participation.

As a home textile brand enterprise, one industry rule that must be understood is that every excellent program or column has the exclusive principle of its advertising cooperation, that is, the same column can not participate in two competing brands at the same time. This will squeeze out many of the same industry business leaders, which will provide opportunities for the relatively small scale home textile enterprises to participate in the subdivision industry, and can participate in the advertising opportunities with relatively high cost performance.

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< p > promotion method three: early discovery of value programs and bold participation.

As a brand promotion enterprise, an important method must be grasped. When a new program or column is in the stage of brewing, when others do not find the value of the program, if they can have a unique vision and cooperate boldly, they will get better returns.

Jieliya became the exclusive naming merchant of Tianjin satellite TV's "battle of love" in 2011 and the interactive sponsor of Zhejiang satellite TV "good voice" in 2012.

When the media is open to public bidding, there will inevitably be a bottleneck response to a single timber bridge. The cost performance will be greatly reduced. At this point, it will no longer be reluctant to leave. The scenery is good, but it is not a long stay. It must be wisely chosen to rush forward. /p

< p > carry out the integrated marketing mode and enhance the terminal brand promotion efforts. While emphasizing the promotion of brands such as TV and network media, we must attach importance to the promotion of terminal brand and constantly enhance the brand reputation.

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< p > products must maximize customers' convenience to buy, buy, afford, and buy repeatedly.

Therefore, in the most concentrated terminal, customers will constantly win customers' valuable mental resources by constantly giving customers surprise and benefit and obtaining customer loyalty to the brand.

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< p > terminal integration marketing activities is one of the most important tasks in brand promotion.

However, because of repeated work, lack of executive power and supervision, many enterprises are unable to make enough efforts.

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< p > Jie Li Ya group set up brand and market management center to strengthen the landing of terminal brand.

Work closely with marketing companies to innovate and integrate marketing activities and conduct rigorous assessment so as to make the landing of brand terminals work in front of enterprises in home textile industry.

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＜p＞　　2011年“三八妇女节整合营销活动”，在全国1000多家主流超市推出了购买洁丽雅系列产品摸大奖ipad活动;2011年 “五一整合营销方案”，推出了买洁丽雅全系列产品，赠送洁丽雅时尚旅行便携包活动; 2011年6月份，“六一节整合营销方案”，推出了购买洁丽雅礼盒，赠送儿童毛巾和布绒玩具活动;2011年8?9月份，“金九银十整合营销方案”， 推出了“买就赠”活动;2011年12月份和2012年1月份，推出了购买新品礼盒，可得“新年福旺”组合套装一袋(具有洁丽雅商标的一副春联、一张福贴、五只红包组合)活动;2012年5月期间，“带着晴天去旅行”整合营销活动，推出了购买两条毛巾，赠送精美遮阳伞一把;2012年7月，就在伦敦奥运即将隆重召开之际，在终端推出了“健康运动 洁丽雅相伴”促销活动，在备受世人瞩目的狂热的奥运盛会期间，再向消费者表达倾情之关爱。

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< p > the brand of Jie Liya is constantly outstanding at the sales terminal. The implementation of a series of integrated marketing activities in the terminal will play an irreplaceable role in enhancing the reputation and loyalty of customers.

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< p > through a series of brand promotion and innovation activities, Jie Liya brand is known to the public, and is loved by the vast number of consumers.

As a leading brand in the home textile towel industry, Jie Liya has no model in the industry for its pformation and development.

Today's clean and elegant group, under the guidance of brand strategy, is bigger and stronger in the mode innovation, and the average sales and profits and taxes have been advancing rapidly at a rate of more than 40% for 7 consecutive years, highlighting the importance of mode innovation to the pformation and development of home textile enterprises.

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