Aiming Culture Marketing Directly Hits Cultural Identity and Improves Brand Awareness

Recently, Aimu announced the company to the public and hosted it. It also invited the love underwear (fashion) culture research laboratory formed by experts from various industries to formally established. Experts in the industry believe that this means that the business philosophy of Aiming has shifted from product marketing to cultural marketing. Studying consumer lifestyles and consumer culture to formulate brand marketing strategies can not only promote brand development, but also promote Chinese underwear. The industry entered a new stage of cultural marketing.

broadcast strategy:
Cultural identity enhances brand awareness

A Western philosopher said that economic phenomena and ethical culture are two sides of the same causal chain. Behind the economic phenomenon is the cultural power. In the fierce market competition, the enduring enterprise must be behind the cultural marketing to support the current status of the enterprise. Love's cultural marketing strategy is always produced under specific social background and product promotion requirements.

From the time of its creation until 2002, Aimu also paid attention to brand culture communication and construction. However, he planned and systematically introduced the culture into marketing, starting from the 2002 “Amour Dunhuang” fashion trend conference. This large-scale and large-scale tour event successfully linked Ai's brand culture with the ancient, splendid and mysterious Dunhuang culture. And it basically formed a prototype that loved the future of thematic cultural activities.

In 2002, when the consumer demand in the Chinese market changed, consumers shifted from purely functional consumption to the demand for product cultural connotations. The strong reaction of “Love Dunhuang” can glimpse people’s desire for knowledge of underwear fashion. Subsequently, Dunhuang series products developed by Aimeng with Dunhuang as a design element were unanimously endorsed by the market within three years, which also demonstrated that culture can enhance people's awareness of the brand and produce market effects at the same time. In response to market demand, the marketing model was changed to let Amour win the first step.

After tasting the sweet love, in 2005, it seized two opportunities to host the opening night party of the Beijing Fashion Capital and landed in China International Fashion to publish the trend of Chinese underwear. From 2002 to 2005, three large conferences pushed Aimi to To the mainstream stage of the apparel industry, a large number of media reports allowed consumers to witness the love of design strength. Under the drive of individual consumption and cultural consumption, consumers’ level of brand recognition for love has been continuously improved.

Amour clearly sees that when China enters the era of middle-class consumption, underwear culture will surely go from the shy corner to the front desk. If the shift in fashion consumption, more people pay attention to the stress from the inside out, the quality of life of the entire community can enter a higher level. The essence of traditional marketing is to intuitively explain the role of the product, or to focus on the shortcomings of the market. What is lacking in what is traditional marketing is a basic marketing idea. In operation, it is also a preemptive marketing model, while cultural marketing is used in a gradual manner. The methods are slowly infiltrating, there is no fixed format, and there is no corresponding model. In the middle of marketing, they are mutually interpenetrated. Culture will serve as a guide to guide the market and nurture consumers.

Thematic activities:
Promote cultural marketing Emphasize consumer participation

After the release of the fashion trend, a series of activities accompanied the rapid development of market sales. From 2002 to 2003, the underwear market started a boom in body-suits, and long-term commitment to ergonomic research, introduced ergonomic research instruments to terminal stores, and launched three centers in Beijing, Hangzhou, and Jinan. The concept of on-site detection of the consumer's body, put forward suggestions for repairs, in order to meet the marketing of body suits. With this opportunity, Aimer completed the sales of new products that adapted to the market and created the reputation of underwear experts.