The "Three Laws" for Brand Promotion of Shoes and Clothing

Over the past few days, the overlord of domestic toiletries and the "emperor Emperor" Tang Jun have suffered a devastating blow. "Overlord Gate" and "Tang Junmen" allude to the wisdom of many people with lofty ideals and at the same time, they also give many warnings to Chinese consumer goods brands. Some entrepreneurs in the shoes and apparel industry have actual experience, and the promotion of the brand of shoes and clothing is not suitable for leather. We must adhere to the three laws: silence is gold, honesty is gold, and harmony is gold.

Silence is gold

He Guixia, deputy general manager of Wenzhou Jiejie Apparel Company, believes that the biggest mistake of Overlord and Tang Jun is too much. The Overlord has made a huge sum of money to invite celebrity Jackie Chan to speak for advertisements. Although he paid high endorsement fees (15.407 million yuan in 2006 and 32.667 million in 2007). Yuan, 2008 36,690,000 yuan). As a result, Jackie Chan made the movement too big. It can only be said as a stubborn Jackie Chan ad: "Hair's' look, very bright and soft, so that the audience will surely come out. I don't have such a hair at all, just to prove that the above is false." Tang Jun is very clever, but he can only use his own books to rant and say "My success can be copied." "I published it to help others succeed." In fact, I knew it was a lie, this kind of low-level "brand promotion." "It can only make Tang Jun a target of public opinion.

"It's a lot of hurt, silence is golden. 'Wine is not afraid of the deep alley', so why bother your brand's great day and provoke it all over the place, 'Gentleman's thick and thin hair' can only be the last laugh. Overlord and Tang Jun' The lesson is that it is a good textbook. He Guixia tells the author Tan Ru that the abuse of the word is not a wise move of brand promotion. The quality of the product is the life of the brand. Aroma, consumers will not walk because of the deep alley, brand consumers may not necessarily get louder, because the brand advertising costs are included in the cost of the product, but also need to pay for the consumer, which is everyone understands reason.

Honesty is gold

Gilda Footwear Company Chairman Yu Jinhua has a famous business saying: "The brand must be promoted, and credit is fundamental." In fact, Gilda has always adhered to the core values ​​of “Founder, Kindness, Fairness, and Honesty” and developed from a small workshop for shoemaking to “China's leading leather shoes leader”. According to Yu Jinhua’s words: “Gilda developed to Today, it is a word of "sincerity."

However, Overlord and Tang Jun just fell on a “sincerity” character. The Overlord Group, known as the “Chinese Medicine Family” in the past 100 years, was established in 1989. It should not use "pure Chinese medicine ingredients and contain no other chemical ingredients" to decorate the Overlord brand. As the biggest selling point to advertise around, this is something that other companies in the toiletries industry simply do not dare to advertise. The Overlord blows leather and paints it with fake things. Although the surface of the Overlord brand shines bright, it also gives competition. Opponents and those who want to pull the overlord a chance. As a result, the Overlord was investigated, not only detecting that the Overlord had dioxane, but also more than others. Tang Jun has many similarities with the Overlord Incident, which is false. Tang Jun prefers to engage in some fake education to put money on his face. After all, the fake is false. The paper cannot hold fire. As a result, Tang Jun’s fake academic paper is affixed with gold paper. Tang Jun not only fails to reflect on himself, but instead says: The whole society has education cost, and I was forced. Such words and deeds of openness and honesty will naturally discredit their faces.

“Brand promotion must be based on honesty, and a brand can only have good reputation when it comes to honesty,” said chairman of the company. Xuechi Group has been in business for nearly 30 years, and has always adhered to the business philosophy of “Sincere People”, making the Xuechi brand a famous “China Top Brand” and “The Eight Brands of Chinese Fashion”.

Honesty is gold. This law is really appropriate for Tang Jun and Overlord. "Overlord Gate" appeared, the Overlord disappeared overnight, and Tang Jun's education fraud was exposed. He will never have a billion worth of it anymore. In this regard, Li Guohua, general manager of Gilda Footwear Company deeply feels: "Integrity is the biggest asset for a person and a consumer brand!"

Harmony is gold

He Guixia told the author Tan Ru that in the 21st century, harmony has become the theme of the times. Harmony is the essence of the world. Work, life, entrepreneurship, and brand promotion must be harmonious. If disharmony can cause change, one-point change will inevitably cause other changes. Therefore, a lie, in order to cover it, must make up another larger lie. A twist will cause another bigger distortion. "Overlord Gate" and "Tang Junmen" are precisely the distortions caused by discord.

Since he was appointed president of Microsoft (China) only to get a high salary, to Ren Shengda president of "high-pay +250 million shares of options", and then to Xinhuadu company's "high salary + options + 1 billion yuan", Tang Jun rocketed like a rocket. Tang Jun of “different” and the contradictions and conflicts arising from society are obvious. Tang Jun is very confused: how many people are in the water, how did he catch one person to beat? In fact, the answer is simple: it is disharmony. The first is that Tang Jun is not "harmonious" with Fang. Let Fang Zhou stare at it. Who is Fang? People who are accustomed to leveraging power, who called you Tang Jun so famous? Secondly, Tang Jun is only a grassroots celebrity who has not blocked the network and "harmonious" media capabilities. The "harmonious" boss of the light is useless. The key is not to learn "harmonious" media; the third is superiority, and there is no "harmonious" public. To clarify the education fraud, to sue who and who tomorrow, the result is no light thunder, fooling the world.

The overlord is also not "harmonious" and good public. He always criticizes the malicious report of the weekly magazine. He has communicated with the public and has not achieved "harmony." Although the relevant authorities of the country have announced the “no poison” announcement of Overlord, there are still more than 50% of netizens still believe that the overlord shampoo contains carcinogenic ingredients and they will not buy overlord shampoo anymore.

He Guixia also advocated that before the brand promotion, he should look at the "Harmony to Save the Crisis" series of TV series. The brand promotion must also understand "filial piety, decency, etiquette and honour", as well as brand and people, brand and society, brand and era, brand and brand. harmonious. Only by pursuing harmony can the brand create more and richer wealth.

Almost all entrepreneurs interviewed by the writer Tan Ru believe that the promotion of the brand of shoes and clothing is not suitable for leather. Silence, honesty, and harmony are the ways to expand a top brand.