St. Valentine's Manager Lin Jinsong Talks About Exclusive Outdoor Brand DNA

From the perspective of visual design and growing up step by step, in the men's clothing industry for nearly ten years, Lin Jinsong has accumulated a lot of experience in building brand vision, and has its own unique views on the fine operation of the brand. Today, he puts his thoughts and feelings in the men's clothing industry on the fine scale of outdoor brands, hoping to create a different outdoor brand DNA.

　　 Brand building starts with visual cognition.

Before the shooting of new products, Lin Jinsong always takes the trouble to communicate with the team on the shooting script repeatedly. He hopes that the visual impression in his mind can be reduced to 100%. In his eyes, that kind of visual impression is not only a manifestation of product characteristics, but also contains more brand adjustment.

When filming Santa fry summer's new lightweight skin jacket, it only needed a day to shoot a clip. Lin Jinsong spent a week, from production to filming to editing, and eventually finished a nearly perfect product short.

Lin Jinsong told reporters that under the boss's budget, he tried to be perfect. The video is simple and picturesque, and a thin rainbow is blowing in the wind. Under the plain background, the color of the rainbow is soft.

"Where does a brand's first impression come from? First, the plane, then the video. Finally, it comes to the terminal store. Therefore, brand performance must be able to give consumers a flat to three-dimensional visual experience, which is also the top priority of brand retail experience. Lin Jinsong gave an example. The first visual impression of the seven wolf male suit is elegant business with a casual dress experience. What about outdoor brands? Wear them. outer wear What consumers need to experience is the safety of products and the protection of their scientific and technological functions. How to express such functional demands through the first visual experience is the key.

In fact, compared to the highly mature men's clothing industry, the development of the overall outdoor products industry is still in the stage of crossing the river by feeling the stones, and is still in a rough state in terms of brand building and retail experience. To polish the sophisticated outdoor brand experience, it is necessary to start with visual cognition and then to a three-dimensional terminal store, so Lin Jinsong secretly struggled silently in his heart.

In today's increasingly homogeneous products and eye economy, how to attract consumers' attention as a terminal store directly facing customers is much more important than letting consumers pay. Outdoor brands should invest a lot of energy in creating terminal image and shopping atmosphere, or even less than investing in technology and technology. Lin Jinsong told reporters that the terminal is like a great show, and the brand terminal image is fully integrated with the development of the times and the trend of consumers, not only to meet the needs of commodity display and sales, but also to have brand personality.

　　 Precision marketing Creating market growth points

In the men's wear industry for nearly ten years, Lin Jinsong on men's mature sophisticated marketing experience deeply felt. stay Men's wear Industry, enterprises often denounce heavy gold advertising, call the brand, but also in the terminal store almost perfectly on the product and brand concept to deduce, and finally through the terminal VIP customer data collection, management to late tracking and follow-up, maintaining close interaction with consumers, forming circle marketing.

Now, in the outdoor industry, he finds that the outdoor brand stores are not as big as men's. This means that terminal display can not be as rich as men's clothing. So how can we maximize consumers' access to commodity information and brand elements in a limited shop space? Outdoor advertising is almost zero, without the advertising campaign of men's clothing. How can we achieve double harvest of sales and brand under limited transmission and limited number of shops?

Lin Jinsong believes that the precise marketing of men's clothing industry can be used for reference. Outdoor brands get more opportunities to contact outdoor life through the network community, and understand the outdoor lifestyle, which creates a new growth point of outdoor consumption market. For any brand, if we can provide a new service mode for consumers who buy products, we can seize the new growth point and create a way of outdoor experience for consumers, so that we can seize the initiative and lead our competitors in the market.

Lin Jinsong felt that he had gained more sense of achievement when he came to St. Valentine. This sense of achievement stems from the trust of his boss and team. He led the team to put it into practice, and eventually the St. Cara network community was formally launched. This also means that the brand of local outdoor shoes and clothing has launched a new marketing mode to solve the problem of how outdoor brands can achieve maximum sales and brand promotion in limited retail outlets under limited brand communication.

Next, what he wants to do is to take customer experience as the basis of brand development and stand out from the overwhelming publicity campaign and return to the origin. In other words, the main direction of outdoor brands is to return to the origin and communicate with consumers for precision marketing.

He believes that with the full implementation of various outdoor communities, outdoor brand can adopt the brand promotion strategy with "precision circle marketing" as the core. Lin Jinsong pointed out that "marketing through Internet communities is actually a revolution in traditional marketing methods. Enterprises use the power of word of mouth, or network community will like the same way of life, the same type of product or brand users gathered together to establish an exchange platform, so that users can freely exchange their feelings, multi-level display of their own personality, so as to effectively maintain brand loyalty. In fact, this is also a user centered marketing attempt.