LYCRA (Leica) the history of the most cattle suppliers to play marketing

"Leica" "uses the smartest inputs to make the biggest brand promotion." Its marketing strategy is highly directed at end consumers, rather than most of the raw material suppliers, which can only send an ambiguous smile to Party A. As the world's leading elastic fiber, LYCRA (Lycra) reputation in recent years. In fact, consumers may not know the exact composition of Lycra fiber. However, the fabric experts can use a word to describe the core of Lycra brand products - "is the brand registration rights of spandex." But who do not look at the "Lycra" ah. Know the market when consumers buy apparel products, as long as you see the "Lycra" logo tag is like to see the "provincial gifted," "Buyou", "National Inspection-free" logo the same. Even, pay attention to some consumers will carry the "not" Lycra 's elasticity is all' cottage '"mentality of product selection. So, under such a prestigious, which functional product brand in the choice of elastic spandex fabric, will bovine said "we do not Lycra."? The application of "Lycra" in jeans, underwear, cashmere, T-shirt and other products is recognized in the marketing activities of "Leica fashion award ceremony" and "Leica I type show" in the face of fashion leaders and mass consumer groups. And then, some fabric companies began to learn "Lycra", but also use this directed end-consumer marketing activities to win the hearts of fashion brand consumers, such as Japan's Teijin Group launched the "ECOCIRCLE environmentally friendly fabrics," such as Austria and Lan Fine Group launched the "Modal wood pulp fiber," have the appropriate trendy and close to the people of marketing. However, the INVISTA Group, which operates "Lycra," will definitely not allow its own consumer enthusiasm to cool down. Not long ago, INVISTA held a press conference at the Badminton Center at Shanghai Yuanshen Sports Center on the theme of marketing LYCRASPORT's innovative sportswear. As people watch dynamic sports such as spinning, calisthenics, fancy basketball and extreme trampoline, one can not help but feel the "Lycra" charm of this marketing magic event and the experience must start right away. It's just such a fiber developer who shows you not only fibers, but fibers that have been spun into fabrics for a long time, and they are not just displaying pieces of material, but taking the lead in fabric making brands Reference sportswear; and made of clothing does not give up, they let these clothes to wear on athletes; here, not enough! They show athletes who wear sportswear made of LYCRA fiber fabrics to show superb flip action and even sweat at the press event to demonstrate the flexibility, pliability, breathability and resilience of this fabric as well as In the exercise of human unrestrained feelings ... ... All this fabric manufacturers, brands, agents should do, all by the fiber one-stop finish. It can be said that this is the history of the most cattle fiber developers, and their marketing in the Chinese market is also a three-step to complete the "Lycra fashion awards ceremony" is a major move in 2003, that round they have drawn all the top fashion industry People, including designers, stylists, models, celebrities. After the high-profile event, they found that the huge long-tail market in mainland China did not seem to eat this set. Because few people in the ordinary people knew who Li Dongtian was and who should be the Cui Jian. So the second round of "Lycra My Show" began to engage people first strategy, in 2006 and the television media to create a so that the morning with a pot goose milk to know the old lady tag. After the interaction is completed, they also find that they have overlooked an important link, that is, in the special business channels such as the Chinese market, they must eventually send an ambiguous smile to Party A. And the more this smile in place, the higher the profit margin of the business. As a result, the INVISTA Group officially started to boom, LYCRASPORT series of products turned out to be fully demonstrated in other competitive brands: "I was just invited to eat an ice cream, the real feast has just begun." And this smile is "unprecedented Sexy ", it can be said that one eye can" kill "people.

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