Establishing The Brand Of 25Th Anniversary De Hui Hui

Del Hui - unswervingly taking the road of sustainable development, the economy in twenty-first Century was the brand economy. Today, with the homogenization of products, the brand has become the main symbol of the distinction between similar products.

In the way of brand promotion, all enterprises invite celebrities spokesmen to make famous brands to enhance their brand awareness and brand image, so as to occupy more market share. It has become a shortcut for many enterprises to create brands.

In this vigorous movement of making cards, someone can make things happen, win in chaos, and others fail.

It is a good means of brand building and promotion to hire celebrities spokesmen to quickly enhance brand awareness by borrowing the power of celebrities, but it is not a panacea for all diseases.

It should be said that the competition of China's sporting goods is no longer a competition of a separate marketing strategy, but also a competition between the overall strength of enterprises and the brand of enterprises, and the product development and production mode and marketing strategy based on this competition.

As one of the senior brands of China's sports leisure footwear industry, del Hui, based on its brand operation experience for more than ten years, has carried out a commentary on its own "development" from the connotation of brand essence. It has opened up a brand new development road of independent innovation, and has attached great importance to the brand operation process of each stage.

In 2000, del Hui's product positioning was "leisure sports".

The most important movement in the sports market is undoubtedly football. In many international soccer players, Su Maozhen has a good temperament, a handsome and handsome figure. He has become the image representative of Shandong football and the target of domestic and male fans.

Del Hui looked forward to the future. He invited the Chinese football star Su Mao Chen as the ambassador of del Hui, and initially determined the definition of the "de Hui" brand positioning, laying a solid foundation for the subsequent development and upgrading of the brand.

In 2001, del Hui around the campus youth group, together with the three places of the two sides, Nicky Wu, the movie and dance song star, as the image spokesperson, with his youth, dynamic and healthy public image passion inspired the thirst for sports, endowed the new connotation and vitality of the "del Hui brand", and truly felt the charm of the "sports vitality, everywhere".

In the 2002 World Cup, del Hui took advantage of a rare opportunity to continue to invest heavily in increasing the brand's media broadcasting efforts, and to brand new brand packaging with youth and healthy advertising orientation, so as to enhance the spread of the product itself from the product itself to the brand connotation.

In the same year, sales of del Hui exceeded 350 million, and completed all tasks in the stage of brand rectification.

In 2003, del Hui again launched a heavy blow, earning the most charismatic king Jay Chou.

Jay Chou's charisma, growth and his spirituality make him believe that the personal charm displayed by Jay Chou is what del Hui wants: individuality.

Del Hui immediately launched a new slogan: "my personality".

In the same year, del Hui completed the construction of the market network with a market share of 5% and sales increased sharply.

By the year 2004, there had been a qualitative leap in both the popularity and reputation of del Hui, and the need for a stronger spokesperson to synchronize with them was the only way to leap. The product positioning had not changed, so Jay Chou was chosen to improve the impact.

When the so-called experts shouted that the star endorsement failed, del Hui has put more than 40% sales growth rates into the bag for 3 years in a row, and the product positioning of "star sports equipment" put forward by del Hui has foreshadowed the rapid development in the future.

It took only three years for del Hui to complete the pformation of an industry leader.

And in the promotion channel, del Hui avoids CCTV5's "sports shoes channel" limitations.

In 2002, del Hui tried to take the "entertainment" route. In the entertainment spot, entertainment news network, entertainment no limit, the same song and other columns, advertising was achieved, and achieved good advertising effect and market reaction.

This year, del Hui once again invested heavily in sports and entertainment routes, respectively, in the five sets of CCTV, three CCTV, Hunan satellite TV, Southeast satellite TV, the dissemination of the sports news and entertainment column 4 high frequency focus on the implementation, realized the de Hui brand's energy level pition.

As a strong brand of sporting goods industry with Jinjiang ancestry, del Hui has been working hard in the domestic market.

He pioneered the strategy of "sports brand entertainment marketing", which has been constantly practiced and successful.

The success of the "entertainment marketing strategy" in brand operation is based on the accurate judgement made by del Hui in many years of market experience.