The Way Of Anta Marketing Affects The Brand Strategy Of Men'S Clothing

    国内男装行业竞争异常激烈，在浙江宁波聚集多家素有“红帮”之称的传统男装(西服)强势品牌，诸如雅戈尔、杉杉、报喜鸟、培罗成、罗蒙、红豆等；在泉州一带，亦有多家男装劲旅七匹狼、利郎、柒牌、劲霸、九牧王(虎都、爱都、富贵鸟)等，“觊觎”行业领先位置。再加上国际男装品牌对市场巨大、潜力无限的中国市场的看中，纷纷挺进中国，其高端位置势必对中档定位的国内男装品牌产生强烈冲击––中国男装行业的竞争格局将进一步白热化。

At present, many men's brand vision in China is to lead the Chinese men's clothing or become the mainstream brand of Chinese business casual men's wear.

Objectively speaking, at present, domestic menswear has a certain influence on the brand, and the brand in the industry is weakening the attraction and sales of consumers.

There seems to be a "flat bed" pattern among many brands. It is of great significance to surpass and stand out from the above men's clothing brands.

In view of the limited budgetary resources invested by many companies and the current global economic downturn, I suggest menswear enterprises adopt the strategy of "regional rolling development" in terms of brand names.

Choose the 3-5 sales areas (or provinces) that make the top contribution to the sale. The system will advertise - provincial two TV stations, newspaper media, magazines, urban business district and station outdoor, car TV (buses, trains, buses), radio stations, ground marketing activities (entrepreneurial activities, University Entrepreneurship competitions, etc.), and sales network promotion and follow up, to create a strong brand position in the region, and promote the improvement of the national market by regional development.

    (二)借鉴安踏 

    作为运动鞋产品连续多年市场占有率第一、国内领先的体育用品企业––安踏的品牌推广与传播体现出两个明显、高明的特点，值得我们学习和借鉴：其一，以在国内最具影响力的职业篮球联赛CBA为传播主线，辅以全国排球联赛、CCTV体坛风云人物评选、NBA火箭队合作伙伴、KO街道篮球赛、体育明星云集的群体代言、各种大型赛事的领奖装备的赞助等为脉络，全面铺开品牌的传播；其二，以CCTV-5为传播主战场，以各省级卫视、报媒、门户网站为补充，从而达到一个严密、立体的覆盖网络。 

    由此，我对国内男装品牌管理提出两点建议：其一，赞助一个全国性、持续性(不用全年持续)的与品牌形象、核心价值相吻合(接近)的大型活动，作为品牌的传播主线；考虑一些有影响力的人物评选活动，借以提升品牌高度和美誉度。其二，目前不少男装品牌的广告投放局限于央视1套、高速公路路牌、航空杂志、“软文”宣传等––深度和范围有限、招商性质明显，品牌形象塑造与传播相对欠缺。对此本人的建议是，适当减少在央视的广告投放，增加传播的途径––报纸、杂志、网络、车载电视、公车车体、城市商业区户外等，以达到立体、系统传播的效果。 

    (三)整合广告投放 

According to the relevant research, consumers are still looking at the quality of products today, with the increasing demand for spirit. One of the main purposes of purchasing famous brands is the protection of quality products.

At present, a lot of enterprises pay too much attention to the spread of the spirit, idea and connotation, which is far from enough for brand building.

Some men's brand advertising forms are relatively simple. It is suggested that in the case of brand image advertising and quality advertising, we should add appropriate product advertisements, corporate image advertisements and public service advertisements, so as to create a brand image with distinct image and integrity.

Surveys show that when consumers choose shopping, they are very interested in the corporate image -- the corporate image of the company itself, public welfare and social responsibility.

    (四)消费者、媒介调查 

    男装企业需要在购买专业调查报告的同时，每年定期举办若干次消费者调查活动(或消费者沟通会)，和我们的消费者进行面对面的沟通，洞悉消费者需求、听取意见、改进不足，拉近品牌与消费者的距离(亦可扭转若干消费者对品牌的不良认知)。 

In terms of advertising communication, we need to investigate target consumers' exposure to media and habits, and effectively enhance the effectiveness of brand communication, rather than simply collecting the ratings reports provided by the survey companies.