How Cashmere Brands Can Conquer Consumers

Rich communication content of brand communication Any truly strong brand will focus on the “key transmission points” of brands and consumers, design rich and colorful communication content, and enable consumers to be inspired by the brand in a full experience. Therefore, brand communicators should grasp the design elements of communication content according to the details of consumer insights, such as dynamics, vitality, taste, and elite image; at the same time, they can also bring people or objects closer to the consumer group. Express your content as a representative.

In the increasingly fashionable cashmere products industry, the use of spokespersons is the consensus of many cashmere brand communicators. However, what type of spokesperson is used? Mihuang Cashmere has enabled Hong Kong star Guan Zhilin to become an industry and consumer story. For cashmere fashion with 25-45 years old as the main consumer group, Guan Zhilin’s temperament and taste are enough to trigger the target audience to “pursue fashion taste and enjoy classic life”. The resonance of this may be the main source of the leaping development of Mihuang Cashmere in the past two years. At the same time, we also have to reflect on the fact that Zhang Xiaohuan, the champion of the deer with the Olympic champion and the synchronized winner of the 10th National Games for Synchronized Swimming, is the image spokesperson. Is it necessary to pass on the temperament of the champion of the spokesperson to the consumers? Obviously, this is not a consumer's fashion requirement.

As for the dissemination of content, it is puzzling for Heng Yuanxiang to change the concept of propaganda from "sheep, sheep, and sheep" to "cow, cow, and cow." From the point of view of communication science, whether sheep, sheep or sheep, or cows, cows, or cows, are all memory-based advertisements, the problem of brand awareness can only be resolved through convenient memory. However, for a company that has been developing for more than 16 years, the Hengyuanxiang brand already has a high reputation, and now it should convey his brand connotation, and Heng Yuanxiang has been repeating its memory symbols to consumers for more than ten years. This is the case, does Heng Yuan Xiang have no own brand connotation?

Therefore, to enrich the communication content of brand communication, it is necessary to tailor the best solution for the brand according to the specific needs of the company. For example, if a company needs to solve the problem of popularity, it needs to contact all consumers on a large scale and let consumers remember their own communication ideas. When companies need to solve the sharing issues, they need to reach out to the target consumer groups. Communication and communication, so that target consumers agree with their own communication ideas!

Discover and build brand-to-consumer relationships

The core of the brand lies in the connection. Without a link, it is impossible to become a favorite brand for consumers. Therefore, before the implementation of brand communication, it is necessary to understand the hidden core points of desire in the mind and the contact points of the brand through consumer insight, and use this to design product features and the core values ​​of the brand.

It is not the value of the diamond itself, but a testimony to eternal love. This is the most important point of contact between the brand and the consumer. Every time a new product is developed, Procter & Gamble will send people and target consumers to live together for 24 hours, carefully observe every detail of their use of the product, and all life details associated with the use of the product; Nike President Phil • Knight often observes the eyes and expressions of professional or amateur athletes in stadiums and their feet and sports shoes. Undoubtedly, all these successful brands are trying to discover the key links between consumers and brands, because only by establishing such a key relationship can brands have the magic weapon to impress customers.

In the cashmere products market, the three brands of Ordos, Deer Cashmere, and St. Cedar have consistently introduced functional products related to “health”. The newly launched antistatic cashmere products in Erdos are trying to establish contact with consumers in the “permanent antistatic, healthy new experience” advertisements to solve the static problems of consumers in daily life; the same is true for deer king cashmere, which was debuted last year. Health cashmere is used to protect the skin, antibacterial and antistatic; Saint-Evermilt is in cooperation with the Institute of Physical and Chemical Technology of the Chinese Academy of Sciences and applies antibacterial herbicides to the production process of cashmere products, making it the first time that anti-bacterial self-cleaning products have been established. Remove the function of locusts...

However, these are not the core consumer desire points? Although functions such as antibacterial, anti-spasm, antistatic, etc. will touch the minds of consumers to a certain extent, we can look at the development trend of cashmere products now. Apart from the basic functions of warmth, the products are fashionable, elegant, and temperamental. Sex has become the mainstream of the market.

Men's Sweater

A piece fit for a gentleman thanks to its easy-to-layer design, this sweater is ideal for throwing over shirts when attending meetings and going on business trips. The soft cashmere style is designed with a funnel neckline and is accentuated with a half-zip fastening for elevated comfort.

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Shaoxing Harbour Textile&Garments Co., Ltd , https://www.sxharbour.com