Thermal underwear marketing plan

Background ★ If you play Go, you already have the strength to enter from the 8th paragraph, but you have to start from the amateur, but you have to lose a lot of opportunities. In the same way, when a company has mastered enough market resources and has a real fist product in its hands, it can boldly break through the brand from a higher starting point. If it is hesitant and slowly accumulates, instead, Will lose market opportunities.
★ "Warm underwear" has become a clear product category in China for just five years or so, but due to its "warm" characteristics appeal, it quickly attracted the market consumers. By XX, it has formed a scale market of hundreds of manufacturers, annual sales of 26 million to 28 million sets, and output value of about 3 billion yuan. However, due to the low barriers to thermal underwear technology, homogenization of products, non-standard technology, and unregulated industry management, speculation in chasing profits has become a trend. Many companies have entered the thermal underwear market, which has further complicated the competition in the market. This is mainly manifested in the following aspects: trust crisis, brand discount; price war, reputation decline; confusion concept, misleading consumption; technology bait, price reduction promotion.
It is in this market context that Tingmei Group chose to enter the thermal underwear industry. The reason why I chose this industry is not only because Tingmei is optimistic about the development prospects and market potential of thermal underwear, but also because Tingmei has a trump card in her hand. This trump card is: Zhongke warm card.
2 Products ★ There are many ways to enter the market, that is, you can follow the trend and enter the market directly. However, it seems that it is not as good as directly introducing products with absolute differences and directly entering high-end competition.
Tong Tingmei cut into the underwear market a few years ago, and launched a pair of underwear, Tingmei entered the thermal underwear market, and also has their own plans. According to the current status of the thermal underwear market, Tingmei believes that only by cutting into the high-end market, relying on its own brand advantages and resource advantages, raising the technical threshold, re-planning the industry layout, ending the current disordered situation of thermal underwear, can truly build up A gold brand. To this end, Tingmei has carried out a series of precise planning, taking two key steps:

The first step: to improve the technical gold content of the product.
The reason why the thermal underwear market has a crisis of trust, many companies follow up, blind competition, the key factor is that everyone does not regard "technology" as an important element. Therefore, to improve the scientific and technological content of products, it is the key card to enter the thermal underwear market and create a gold brand.

Step 2: Introduce products with absolute differentiation.
Product homogenization and concept blurring have seriously affected the development of the thermal underwear market. Therefore, Tingmei enters the thermal underwear market and must launch products with absolute differences. More critically, this difference is not just a simple conceptual difference, but a technical difference. Only in this way can Tingmei enter the market and enter the high-end market competition.
★ In order to launch high-end products with absolute differentiation, Tingmei Group has fully integrated various resources. Especially in terms of improving the technological content of products, Tingmei Group is a step ahead! Taking the lead in cooperating with the Chinese Academy of Sciences, in the field of thermal insulation materials, the high-tech “-polypropylene superfine denier filament”, which is hidden in the laboratory and far away from the market and consumers, is used in the field of thermal underwear. For the first time! Polypropylene superfine denier filaments have been developed by the Chinese Academy of Sciences through the "Eighth Five-Year Plan" and "Ninth Five-Year Plan", which have been developed by dozens of experts through tens of thousands of experiments and costing tens of millions of yuan. In the research and development process, it is based on the best natural warm fiber cashmere, which has the advantages of warmth rate 21% higher than cashmere, 10% higher permeability than cotton, and 15% higher moisture permeability than cotton. .
★ Products with so many advantages, but how to make consumers accept it quickly? .
3 marketing summed up, Zhongke warm card in five steps to solve the marketing promotion strategy.

★ The first step: refining the concept of communication.
Obviously, if the core technology advantage "polypropylene ultra-fine denier filament" is directly appealed to the spread, it will bring great obstacles to the future brand communication. For example, selling milk, to spread "my milk is very nutritious" will produce results? Of course not! Because milk has nutritious earth, people almost know that if you repeat the spread, it is equivalent to doing nothing. If “Melatonin” directly sells “melatonin” in the past, it is difficult for consumers to understand and it is difficult to produce good communication effects.
The difficult and profound technical term “polypropylene superfine filaments” must be re-refined and transformed, and this advanced technical terminology should be transformed into a brand that can be quickly spread and understood by consumers. The term, this is the key to winning the technology card and grabbing the high-end market.
The biggest feature of "polypropylene superfine denier filament" is to keep warm! Therefore, when doing conceptual refinement, you must do enough articles on the warmth. Is it called "warm fiber"? How to name "polypropylene superfine denier filament" directly as a warm fiber that ordinary people can understand?
If it is not appropriate, if it is called "warm fiber", although it is easy to understand and easy to remember, it is caught in the whirlpool of spreading the concept of "not to spread". warm? How much warmer? How warm? Why is it warm? Many problems followed. It seems that creative thinking must also be explored in depth.
Finally, the concept of "warm card" was created, and three plans for "warm card" were made, which formed the three "golden passages" for Tingmei to enter the thermal underwear market.
1. Material naming After repeated discussion and negotiation, Tingmei Group and Zhongke Group finally reached an agreement: fully respect the understanding habits of ordinary people, and officially named “polypropylene superfine denier filament” as a popular “warm card fiber”.
2. The core interests of the product are refined. As mentioned above, how much warmer is the warm card? If there is no clear interest, it becomes a vague concept, and then it is difficult to produce persuasiveness. After many comparison tests by the Chinese Academy of Sciences, it was found that it was warmer than cashmere. Based on this, we summarize the professional values ​​such as thermal resistance and thermal conductivity that consumers cannot understand: the simple and clear communication language of “warm card, warmer than cashmere”.
3. What is a technical brand warm card? Warm card fiber is a high-tech warm material, and warm card is a new high-tech! Without high technology, it is naturally difficult to achieve a technology brand. To this end, the company will integrate the modified slicing technology, spinning technology, weaving technology, dyeing and finishing technology, garment industry and other industrial chain upstream and downstream technologies based on fine-denier and ultra-fine denier polypropylene filaments. "Unified to be named "warm card technology", let science and technology take the initiative to approach the people and become a consumer product that the people can understand and trust.

The concept of communication has finally been refined. Warm card, warm card fiber and warm card technology constitute the indispensable element for Tingmei to enter the thermal underwear industry and create a high-end brand.

★Step 2: Create a recognizable brand Why can't some good products be sold? Why are some products prospering quickly? In the tens of thousands of brands of the ocean, can your brand be recognized by consumers?
One fact that cannot be ignored is that in a society where brand diversity and market differentiation, consumers face thousands of brands every day, and brands that truly make consumers remember and promote consumer consumption are generally No more than ten kinds! A more survey shows that if a consumer is in the supermarket and chooses tens of thousands of products one by one, he will not buy any products. How to make products quickly detach from the brand ocean to make consumers aware? How to make the brand a recognizable brand that “positions” in the minds of consumers?
There is a famous saying in high-tech enterprises: "Three-stream enterprises sell products, second-tier enterprises sell technology, and first-class enterprises sell standards." There is a certain truth in the words, but for Tingmei, it is not entirely true, Tingmei believes that first-class companies should sell brands! All high-end elastic underwear puts DuPont's lycra logo in the most eye-catching place, which fully demonstrates the power of the brand.
Therefore, for the Zhongke warm card underwear launched by Tingmei, if it only stays at the level of selling technology, it is obviously difficult to stand in a higher angle and carry out long-term competition.
Based on this, in the brand promotion model, Zhongke Warm Card adopts the most advanced method of product brand and technology brand in the international marketing field. The product brand is Zhongke warm card, and the technical brand is warm card fiber. In the process of accumulating brand assets in the future, the following major factors will be taken as the basic framework of Zhongke warm-card thermal underwear. While carrying out unified system communication, we will continue to accumulate brand assets and enhance the value of the brand.

★ The third step: the spread of the section of the section of the warm card thermal underwear, it is necessary to tell consumers that it is a high-end brand with high-tech content! Here, the brand's marketing communication means is very important.
In this respect, if you only rely on Tingmei to buy technology, one-way communication is obviously not enough. To this end, Tingmei must form a strategic alliance with the Chinese Academy of Sciences, taking a new path created by product brands and technology brands.
After many negotiations and negotiations, Tingmei and the Chinese Academy of Sciences finally reached a consensus to jointly create a "warm card" brand. On July 15th, XX, Tingmei Group announced at the Great Wall Hotel in Beijing that it formed a strategic alliance with the Chinese Academy of Sciences Zhongke Group to give full play to their respective advantages in technology and market, completely breaking the homogenization of traditional thermal underwear products, vague concept and vicious competition. In the bad situation, redefining thermal underwear with warmth, temperature and comfort, and launching a new thermal underwear product with excellent sense of quality and technology and strong differentiation.

★Step 4: Two tools for the spread of the segment – ​​Zhongke and Warm Card In the process of brand communication, Tingmei has mastered two important elements for the focused communication, namely: Chinese Academy of Sciences and Warm Card.
Tingmei Group has positioned two important elements of communication as Zhongke and Warm Card, and naturally has its own considerations: “Zhongke” clearly shows the blood relationship between this product and the Chinese Academy of Sciences. In the minds of consumers, the Chinese Academy of Sciences is a very high The scientific and technological symbol of integrity and reputation, which greatly enhances the credibility of product quality and scientific content; “warm card” is the functional fiber with the most differentiated competitive advantage of this product. It is the cooperation between Zhongke Group and Tingmei Group. High-tech technology brands, and truly high-quality, high-tech warm materials, is a blank point in the thermal underwear market.
One of the most important criteria in advertising communication behavior is to maximize the communication and emphasis of the product's own advantages for the target consumer group's points of interest. For Zhongke warm card, in addition to highlighting these two major factors in the process of communication, there is one more thing that must be done, that is, let consumers know that Zhongke warm card underwear is indeed a brand new technology product. .

★Step 5: “Seven weapons” for externalizing brand resources
In the process of brand communication, sometimes it is not enough to spread a single brand information, especially when new products are listed. It is better to spread the brand from multiple sides and multiple angles, externalize brand resources, and highlight the benefits. Improve competitiveness.
Externalizing brand resources is a complex task and a systematic project. In order to give full play to the brand's resource advantages, in the process of brand communication, Tingmei adopted a three-dimensional communication model and used seven kinds of weapons to achieve good results.
The first weapon: the technical card for the vanguard second weapon: the star to help, the matching technology spreads the third weapon: the fourth weapon of emotional marketing: public relations to help out, the fifth weapon in depth: the sixth type of progressive communication Weapons: The seventh weapon of newspaper article advertising operation: resource borrowing, borrowing a ship to go to sea
4 In order to quickly promote the occupation of the high-end market of Zhongke warm-up underwear, in terms of marketing strategy, the terminal also adopted a marketing strategy of “terminal array, high-low, and real-fire”.
★ Terminal deployment, experience marketing In order to effectively control the terminal, Zhongke Warm Card changed the marketing model based on dealers, and adopted vertical marketing and marketing tactics of inserting one scorpion into the end, directly dispatching group market management personnel to each province to Tingmei Group's brand strength communicates with major shopping malls around the world, striving for a favorable position and optimal policy for the terminal.
In various stores, Zhongke warm cards are close to competitors, launching close competition, striving for more display space than competitors, and maximizing the advantages of terminal passenger flow communication. Since the strength of Zhongke warm card far exceeds that of its peers in product packaging, store promotion, and in-store display, it has promoted a considerable number of consumers who purchase competitive brands to achieve brand conversion and sales with Zhongke Warm Card.
In the weekends and festivals where competing products are the most easy to play with price games, Zhongke Warm Card adopts methods of mobilizing goods and gift resources, doing large-scale promotion activities, and focusing on pressure to ensure that they are always in a competitive position.
At the same time, in order to let consumers feel the brand's scientific and technological sense, Tingmei launched an experiential marketing campaign in the terminal. Each counter is equipped with warm card fabrics, water and other props. When the customer's propaganda on the performance of the warm card will be suspected, the shopping guide will do a moisture penetration test on the spot, so that the customer can see how the water on the side of the warm card quickly penetrates into the other side, so that the consumer has a more warm card. Intuitive understanding.
★ High-low brand with high-level brand image, high-grade product quality, moderate price to attract customers, low-level brands and products out of the bureau, to ensure dealers' profits and business, and enhance competitiveness.
★The strategy of realizing virtual reality has two levels. The first level is the competition between brand image and virtual reality. The brand image of Zhongke warm card thermal underwear has quality commitment, technology guarantee, and direct customer quality as the benefit point to attract customers. It is credible, and the technology base, product base and even star advertising of competitors have nothing to do with consumers. The second level is to push the terminal experience marketing on the details of the terminal marketing, and vigorously launch the terminal experience marketing, specially made a batch of props dedicated to the terminal marketing, to do the moisture absorption test, the body feeling test and the contrast test of the warm card, let the consumption Intuitively experience the magic of the warm card on the spot, speak with real technology, and win in one fell swoop.
Like Tingmei underwear three years ago, on October 18th, the warm-up thermal underwear that has been on the market for just over 20 days has appeared in the country in an unsatisfactory out-of-stock situation. At the beginning of November, the first time in Beijing, the history of thermal underwear sales appeared to buy white bars. Until the first ten days of December, when the Tingmei Group increased its productivity, the tight supply of warm-up underwear in the national market finally came to light.