Although the purchase of office buildings is in a hurry, it is not a top priority, and now the most urgent thing is the birth of a new brand, how to promote it?

The meaning of the new brand is its future design direction, and when operating this product in the future, it is necessary to design a unique business path in line with the positioning of the product.

It's easy to come up with a name, but it's not easy to remember, and it's even harder to become a household name and be familiar with it.

There are many successful cases of the brand, such as the "BMW" car, which makes people know that this car emphasizes handling; "Mercedes-Benz" makes people remember that when they think of it, they think of the comfort of the ride; "Volvo" is immediately reminiscent of safety, which is the complete integration of the brand's core culture and market identity, and the formation of the brand is like this.

On the other hand, what do you think of the "Cadillac" high-end sedan? There doesn't seem to be anything particularly impressive, so it's gradually forgotten.

The brand name is the first step of packaging, the design of the logo is the second step, then the third step is the image packaging, many brands are looking for celebrities to do endorsements, why? What you want is a certain quality of these stars, the kind of characteristics that are consistent with their own products, so that the characteristics of the product are presented to consumers more intuitively, of course, the strong appeal of stars is also an important part of it.

Is "Snow &elegance" looking for celebrity endorsements? The endorsement of domestic first-line celebrities can be completely handled by millions a year, this Qian Linfan came out, but he couldn't find a star who matched his own product. After choosing and choosing, he was still not satisfied, and finally Xu Si woke him up, doesn't there happen to be a good image ambassador in the company? She doesn't have the popularity of a star though. But her temperament and unparalleled beauty can't catch up with those celebrities who rely on grease and powder.

Besides, with Qin Xue's appearance, as long as she is on camera, as long as Lin Fan is willing to spend money to publicize, who says she is not a star? The advertising video was broadcast on CCTV within three days. This angel-like woman will be a household name. Isn't Qin Xue the best image spokesperson for this product?

Just do it, if it were someone else, Qin Xue might not agree, her personality is demure and soft. I don't like publicity, but Lin Fan mentioned it, she couldn't refuse, in her heart Lin Fan gave her a platform. Give her help. She is willing to try anything that can help Lin Fan.

So in the next two weeks, Lin Fan took Qin Xue and took the film crew to tour many corners of the world, shooting a series of promotional blockbusters, Qin Xue, dressed in youthful costume, stepped on the "Snow &elegance" and walked on the streets, simple and elegant, deducing low-key luxury; Or Qin Xue dressed as OL. With a little light makeup, she is as beautiful as a fairy in the Moon Palace. It exudes serenity, softness and nobility.

They walk into romantic Paris and feel the cosy afternoon; Or head to London, exuding British elegance; Or a cup of mellow coffee, which is the most typical representative of the colorful streets of New York.

The romance of Paris, the fashion of Britain, and the color of New York are all perfectly interpreted at Qin Xue's feet, which makes people fall in love with it

When returning to Zhonghai, Xu Si personally drove to the airport to pick up the plane, looking at Qin Xue, who was slightly tired, Xu Si smiled and said, "It's been hard these days!" ”

Qin Xue is not a professional actor, of course, she is not as free as a professional actor, often a lot of actions have to be done many times, and the workload is more than twice as large as those actors, and because of the problem of time, the whole shooting process is very rushed, the original 2-week shooting was completed in 10 days ahead of schedule, and then Lin Fan didn't have time to take her around, so he flew back to Zhonghai, the reason is very simple, the sample shoes for the major shoe factories last time have been produced, Xu Si asked Lin Fan to come back as soon as possible to check, to be sure, As soon as possible, the first batch of shoes can be driven away, and they will be put on trial sale during the 11th Golden Week.

There is still a lot of preparation to be done before the trial sale, since it is a trial sale, where to choose the venue for the trial sale? The price and market position of "Snow &Elegance" is for female customers between the ages of 20 and 40 who have a certain amount of spending power, who are fashion-conscious, confident, elegant, and dare to lead the trend. The price range of shoes is positioned in the price range of 598-998 in the autumn order, with the current consumption level, this pricing is undoubtedly a high-end product, and it is difficult to sell it on the street.

This is a brand that is completely different from the positioning of "Yaxi", "Yaxi" is to rely on fashion, rely on the price that the public can accept to occupy the market, occupy the mass consumer market, and increase sales by doing volume, such a brand is very dependent on the location of the store, and the number of store entry rates directly determines the level of sales.

And "Snow &elegance" is different, Lin Fan is ready to carve this product meticulously, do quality, down-to-earth management of the brand, rely on the product to drive customers, its future will not rely on the first-class location to attract customers, but rely on the product to let customers work hard, to find this brand, it no longer relies on random shopping, but more to improve the purpose of shopping customers.

Compared with the second, the road of "Yaxi" is easier to succeed quickly, while the road of "Snow &elegance" requires the unremitting efforts of this emerging group, giving this emerging brand its own brand culture, and it will take a long time for it to stand tall in the brand forest.

There are pros and cons in everything, the road of "Yaxi" is easy to succeed, but it is also easy to be exemplary, such as "urban mood", "Lifus" these brands are in the "Yaxi" this "pro-fashion" market prospect and compete to imitate, they take the strategy of imitation and low price, for a while and a half will not be able to see the wind and waves, but in the long run, with the emergence of more and more similar brands, the impact on the mass market is immeasurable.

Now the market is very good, is the era of supply is less than demand, what retail is easy to do, just like the last century "Ford" car company circulated a famous saying: "You can choose any color of the car, as long as it is black", this is a typical nonsense, but the meaning is profound, you can see the market environment at that time, as a retailer, you can not consider the needs of customers, you sell everything, what color you like has nothing to do with me, anyway, I only have black, so it is still selling rapid sales. In the 21st century, would any car company dare to say such a thing? That's the rhythm of looking for death.

In 2003, the same is true of the market in China and even the whole country, the competition in women's shoes is not fierce, there are many blank markets, and occasionally one or two competing products are put in, but they are just a small pebble thrown into the sea, and they can't afford to make waves.

"Snow &elegance" is different, Lin Fan wants to continuously improve its brand value, so that people can't imitate it, even if you change your name, it won't affect "Snow &elegance". (To be continued......)