A few days ago, the reporter interviewed Ding Hao, the CEO of Maccasini Menswear, discussed with him on the current hot topics in the industry, and further understood the fashion, health, environmental protection lifestyle and unique brand advocated by Maccasini Menswear. Differentiated marketing.

Differentiated marketing starting point - to know the consumer

The current hottest topic is undoubtedly the impact of the Internet on business. In the Internet age, consumer habits have changed how traditional industries seize user needs? In this regard, Ding Hao has a very clear idea. "Why traditional enterprises will feel the impact, because traditional companies only use the Internet as one of their marketing channels, and they do not face the status of the Internet in today's life." Ding Wei said that the so-called Internet thinking is difficult to have a clear The definition, but as a brand, we must understand the Internet, we must understand to whom the brand's products are to be sold, "It turns out that only by understanding the Internet's object can we succeed."

Ding said, the future faced by the brand is the “post-90s”. Enterprises must face up to the “post-90s” group and cannot avoid it. "There are no derogatory evaluations in society after 90, but we want to see that 90 is not a generation. They are a class of people. They are different from 60's and 70's. They are already a type of people with independent thinking." He believes that only “post-90s” is really the “original people” of the Internet. “People born in other generations used the Internet as a tool at most, but after 90 years it grew up with the Internet, and the Internet is their circle. , their way of life. For them, there is a sense of dependence on the Internet, an indispensable network in life, and all entertainment can be integrated into life."

Ding Yi said that the brand can only understand how to sell the product and study the differentiated marketing according to the core characteristics of the consumer group. "The main consumer in the future is after 90, the brand should study how to sell products to this type of aboriginal people on the Internet." He said.

Differentiated Marketing Journey - Innovative Spirit Creates Unique Ecological Chain

The Internet is not only a category of people's way of life, but also brings about disruptive changes to the business. Talking about the current hottest "O2O" model, Ding Yi said that it gives the brand a sense of urgency. “I used to tell employees that 'every day you wake up should be a dream', and now I also added that 'every day in addition to dreams, but also a heart of learning, hard-working attitude'. We should break the inertia of thinking, more Into the transformation of the entire society." He said that the future of brand development is a combination of online and offline, which is beyond doubt. "Neither will die, but will be better combined, the key is how Do a good job on the theme of fear of your shooting mode."

Ding Yizhu believes that the relationship between future brands and consumers will not be purely a buying and selling relationship. "Brands should also increase their interaction with consumers by building their own ecological chains and increase consumers' brand-viscosity." For the interpretation of the "ecological chain," Ding Yi said that "for the time being, it must be kept confidential. But it must be related to technology and intelligence."

In his view, this “ecology” definitely includes the core values ​​of “environmental protection, fashion, and creativity”. “We have been committed to the participation of environmental public welfare events and have used such differentiated marketing methods to advocate and promote a fashionable, healthy, and environmentally friendly way of life. We have made it possible for more people to identify with the public while paying attention to us. join us."

Differentiated Marketing's Core Objectives - Highlighting Core Values ​​and Strengthening Core Competence

   In the event of a “light pig riding” event that has just caused a boom in the community, Ding Yi believes that for environmental protection activities, Maccasini’s men’s clothing has seen it as a corporate social responsibility for many years, and it is also a Mackasi. The cultural cornerstone of the Nigerian menswear brand highlights the important forms of the brand's core values.

(Turn-off ceremony for the main venue of the Beijing Machini 2014 2014 Earth Hour)

   “As we all know, the biggest environmental problem this year has been haze, and the theme of the Earth’s one-hour “blue sky self-made” is also aimed at this problem. Therefore, we hope that through such an environmental protection activity of “Pig Pig Riding”, we call on everyone to face the haze. , rejecting haze, maintaining a healthy and environmentally friendly lifestyle, and striving to improve our living environment.” He said that this is not the first time Maracini menswear has participated in the “Earth Hour”, in fact the brand has participated for 4 consecutive years. This year, in addition to organizing the first “Light Pig Riding” event in South Anhui on the “3.16” day, an “Eco-friendly Carnival, Supporting Earth Hour” event will be held in Wuhan on March 29th, and a full-scale creative event will be launched in Lanzhou, Gansu. Blue Sky created its own “My Organic Travel” cycling event, and at the “World One Hour” main venue, Beijing World Trade Plaza, MARCCASNE (Makcini Menswear) will work with many environmental protection volunteers to witness the lights out. At the same time, the Jinjiang branch venue in Quanzhou will hold “Themed Riding and Light-Out Hours” with relevant local government agencies.

(Makcini 2014 Earth Hour Jinjiang Branch)

When it comes to "Organic Travel," one cannot help but mention the conceptual theme of the new Spring/Summer 2014 men's wear of Macaccini's "Traveller." Ding said, the concept of “traveler” proposed by the brand refers not to pure travel, but to a “healthy, environmentally friendly, fashionable organic travel”. “Foreigners regard travel as a kind of leisure, while Chinese people think that travel is a luxury. This organic and environmentally friendly way we advocate is the most popular travel mode among young people who advocate environmental protection and nature. Because it happens to coincide with the core values ​​of the brand's fashion, environmental protection, and creativity." He said that this year, Makassany's retail terminal will launch an activity based on the theme of "Organic Travel", integrating products, brands, and terminals. "The Trinity, product concept, brand core value, and health, fashion, and environmental protection lifestyle will be best reflected in the event.

(Maccasini 2014 Earth Hour Wuhan Branch)

“Building core competitiveness is the core goal of brand differentiation marketing. It is through the unique expression of events and activities that constantly expresses the core values ​​of the brand and creates a unique brand image recognition in the minds of consumers. The differentiated image that distinguishes it from other brands is where the core competitiveness of the brand lies,” explained Ding.

(Makcini 2014 Earth Hour Lanzhou Branch)

Indeed, in recent years, through various eye-catching brand events, the core value of the “Environmental Protection, Fashion, and Creativity” of the men's clothing of Maccasini is being recognized and accepted by more and more young people. The core competitiveness of the brand is already in the market. It gradually came to be manifested, and this is exactly the reward for Maccasini’s men’s adhering to differentiated marketing over the years.