The New Idea of ​​Marketing Wang Xi in Fashion Clothes Tang Shi

Integration has been pursued and explored since it was born. The power of integration has been pushed into the decisive force of promoting industry and field progress and innovation in recent years. In the promotion of corporate marketing, integrated marketing is the marketing tool pursued by enterprises to maximize their profits.

With the rapid spread of the Internet and the continuous emergence and upgrading of new digital media capabilities, companies’ marketing tools in the new media are quietly undergoing “integrated” changes. According to the latest data officially released by the Ministry of Industry, Information and Industry of China on April 18, 2009, Chinese Internet users have reached 316 million, ranking first in the world. China’s online advertising market is growing at a rate twice that of traditional media advertising every year. The nature of Internet marketing has changed from "simple" to "complex", from "click" to "experience", and from "single item" to "integration"...

As described by Don Schultz, the father of global integrated marketing, countless companies "are drifting in the turbulent digital ocean." The company's marketing thinking needs innovation - fully integrates and leverages the digital marketing platform to listen to and understand your consumers through interactive communications to achieve marketing and corporate business goals.

This summer, Tang Shi clothing's "Wang Hao" marketing successfully performed the "integration" show, set a benchmark, and implanted tired brand marketing experience that can be used for reference and reflection. In June, Tang Lions and Warner Music Group reached an agreement. Warner Music Records reached a strategic cooperation with the popular king Xiao Jingteng's new album “Wang Hao” in August and Tang Shi’s entertainment music promotion model. They jointly launched the "Music King" selection project and launched the "Wang Shuo" national tour titled by Tang Lion. The seemingly simple “joint hands” have assembled popular elements such as stars/music/records/entertainment. At home, it is a precedent for such deep-disc records and commercial brands to jointly promote in the whole media.

Working together to achieve complementary resources

This is Tang Lion’s purposeful “borrowing” integration. The Tang Lion, who has been playing cards for entertainment, can take this opportunity to extend his reach into the music field and test the marketing of water music. In addition to the cooperation with Warner, in addition to the brand display rights in the follow-up promotion of the “Wang Xi” album, Tang Lion also saw the influence of the “Music Princess” selection exercise and Wang Xiaojing, a new and popular person in Taiwan, in the Mainland. Rising popularity.

As an in-depth cooperation event between Tang Lion and Warner, the “Music Kings” selection campaign has subverted the traditional “draft activity = advertiser + media + participation by all” network marketing model. Warner's star, music, record, entertainment and other resources injected into the Tang Lion Group as a whole. The interactive activities focus on more fashionable elements and will attract more young consumers to participate.

In addition, “Wang Xi” can be used as a platform for borrowing Tang Shi’s existing platforms—more than 1,000 high-quality terminal stores’ exposure to event information/coverage of national media resources/and a large number of users’ interaction platforms built by Tang Lion’s original team. "The activity of Wang Hao" has been injected into more people's lives to achieve the goal of "Wang Xi" album. This is one of the reasons why Warner teamed up with Tang Shi because the record companies themselves need to find a good platform to promote their artists and records. In addition, most of the users attracted by the "Wang Hao" selection campaign are Tang Lang's target consumer users. The Tang Lion brand can get more focus. This is also one of the starting points of Tang Lion's integration. In this way, the two users realize cross-shared sharing and multiple sharing of resources, and the dissemination effect is multi-folded. The mutual influence of each other's public influence in the process of leveraging each other has a stronger influence on the market penetration and influence than unilateralism. It is also more conducive to the integration of multi-advantageous resources, creation of marketing events, and the gathering of people at the beginning of the event. , refreshed the Tencent network interactive activity participation rate.