手工布鞋品牌内联升介绍 PPT课件

执行 execution ——
•
timeline
•
media selection
coordination and monitoring strategy
地方化方式 Local approach 分权决策模式 Decentralized decision process 差别化广告方式 Differentiated advertising approach
• traditional handmade cloth shoes • manual skills • simple \ classic design • soft \ comfortable
• craftsman spirit • traditional shoes-making technique • combination of
• retro fashion
• too many brands of
• very interested in
shoes
Chinese traditional • era of leather and
culture
sports shoes
The potential impact of cultural elements on the acceptance of Chinese brands
Strong national consciousness & ethnic plot feel very pride / loyal to the brand / love to use their own country's products Chinese traditional brand—— although easily understand it does not necessarily contribute to consumer behavior
管理创新— 线上线下品牌运营，扩大品牌知名度
—未来— 品牌传播
老字号品牌承载着历史， 代表着一定的品质、口碑 、工艺，未来要做的就是 对这个非遗品牌的活化， 以中华传统制鞋工艺为核 心，传承工匠技艺精神， 以品牌时尚化转型为目标 ，融合时尚元素创新，向 国际传播品牌形象
内内联联升升
objective
80% respectively, ranking first in the world.
——《2006-2007 Media Index Survey》published by ACNielsen
South Korean young consumers are mainly using mobile phones and the Internet, mostly active in social media. local broadcast media—— print / magazine / social media
DPR Studio is an independent team of making visual and art videos
国内 2017 内联升品牌形象宣传片 节选
Creative slogan —— “순간마다 새롭다” “Revolution Never End”
copies ——
혁신
内联升
CONTENT
内联升的过去、现在、未来 brief introduction of the brand 策略 strategies 创意 creatives 执行 execution
策略 strategies ——
•
background information of
the three markets
Regulations》
• The three major television networks —— KBS / MBC / SBS
• South Korea's three major portals: Naver / Daum / CYWorld
• The penetration rate of computers in Korea and the Internet usage rate were 88% and
strength
weakness
opportunity
threat
• cultural melting pot • diverse culture • accept new things
• stereotypes of Chinese products
• low recognition • no brand identity
Creative
cooperate with IAB Studio to launch a new series
IAB Studio do visual arts and music and they do their work beyond the boundary of fashion also.
• stereotypes of Chinese products
• low recognition
• no brand identity
retro fashion
• era of leather and sports shoes
• the attraction of handmade cloth shoes is fading away
Although, at present, the "made in China" products fail to leave a highgrade impression on foreign customers, but "Chinese culture" especially "China traditional culture" has a good image in the eyes of the foreign consumers, therefore, take advantage of Chinese tradition and history, to build brand culture, arouse the positive cognition to overseas customers, or may become the breach of the Chinese brand internationalization.
69% of U.S. adults use computers, 57% use mobile phones, 29% use tablets and another 10% use e-readers for news.
Korean fashion has a wide range of influences in Asia. young consumers pay a lot of attention to the fashion trend Make full use of the fashion elements to gain the attention
革新
追溯过去 定义未来
传统不变 创新再现
每一秒都是恒古不变 每个瞬间都是崭新的
Execution
social media Instagram Facebook Twitter
magazine Vogue Dazed
Strategies—background information in American markets
（Kumar & Steenkamp, 2013） Foreign Economics & Management 2016年4月 第38卷第4期
Strategies—media environment and media strategies in American market
According to a 2016 study by the American Press Institute——
tradition&fashion
Strategies—background information in South Korean markets
strength
weakness
opportunity
threat
• geographic proximity • cultural similarities
our own brand designers IAB Studio designers work together
the influence of IAB Studio among the young Korean
gain attention raise recognition
Creative
cooperate with DPR Studio and shoot a piece of brand image video
—————— 内联升的过去、现在、未来 ——————
—过去— 品牌内涵沉淀和历史底蕴
—现在 —
品牌创新
内联升——手工布鞋品 牌，久负盛名的中华老字 号，始建于1853年，至 今已有164年历史。内联 升手工制鞋工艺在2008 年被列入《国家级非物质 文化遗产名录》。
产品创新— 向时尚化转型，重新培养消费群体： 鞋底依旧是经典的千层底，但鞋面则 引入时尚化设计 与网红IP合作，拓展文化外沿：跨界 合作与联名、潮流IP等推出文创产品 来获得年轻人的关注
• relationship between the two countries
The potential impact of cultural elements on the acceptance of Chinese brand
Confucianism has long been rooted in Korean thinking. Elderly hierarchy——all aspects of life (family/workplace) people's daily behavior/language Cultural commonalities—— fairly easy to understand and accept the historical and cultural concept
Strategies—media landscape and media strategies in South Korean market
• Technology and information industry——It is at the forefront of the Internet's popularity
target audience
proashionable • brand recognition • unique brand image
• young people • individuality • interested in Chinese
traditional culture
과거를 추억하고 미래를 정의한다
전통이 변하지 않고 혁신이 재현한다
순간마다 똑같다 순간마다 새롭다
Revolution
Back in the past Define the future
Tradition never change Revolution never end
We stay the same every second We are new every moment
•
coordinate and control
strategy
•
the potential impact of
cultural elements
•
media landscape and
strategies
创意 creatives ——
• copies
• slogan
• illustration
•
creatives
and application.
• TV advertising industry：At of the end of August 2011, South Korea's home TV
ownership rate of 100%.
——《Korean Radio and Television Advertising