In the past, if the brand wanted to be popular, it had to rely on its own strength and its own conscientious marketing, but now the brand wants to be popular, and it only needs to wait for the turn of "pouring wealth" on its head.
JustIt seems that Harbin has relied on the "pouring traffic", not only the tourism popularity has more than doubled, but the amount of tourism transactions has also increased by almost ten times.
has the same treatment as Harbin, that is, Shanghai Huanghe Road, which became popular with "Flowers", in this thriving scene, there is news of a brand closing its store.
Obviously, the former Mengtejiao is also a smash hit brand, why can't even the "splashing wealth" be saved now?
AlthoughNowadays, luxury brands are everywhere, but there were still very few luxury brands a few decades ago, so few that anyone who can have one piece in their hands can become a real "winner in life".
Just like what is shown in "Flowers", Meng Tejiao was a fashion standard back then, and those who could afford to wear Meng Tejiao were really rich people, and even Sanyang wanted to be famous and successful, and he had to rely on Meng Tejiao to succeed.
How extravagant was Meng Tejiao back then? ProbablyIt is an ordinary short-sleeved piece that can only be bought by an ordinary person without eating or drinking for at least three months.
So having Meng Tejiao was a big deal at the time, and now it is equivalent to getting a Hermes bag, if you don't know Hermes, then you will be replaced by someone else's year-end bonus and directly paid half a year's salary, and others will also use a transparent bag to take it home.
ThereforeAt that time, many people regarded the Montejiao polo shirt as a formal attire, generally only worn on major occasions, such as the Spring Festival, group worship, engagement, marriage, in these occasions, wearing Meng Tejiao can be more face-saving than wearing a suit.
But face and high-end do not appear out of thin air, but are marketed, after all, Montejiao is a foreign brand, although in the hearts of consumers at that time, foreign brands are indeed high-end, but not to the extent of the well-known high-end.
Meng Tejiao's high-end is based on his own marketing。When Meng Tejiao first came to China, it was not as high-end as it was later, but it was developing in obscurity.
It wasn't until another foreign brand opened a fashion show in China for publicity that the sales of that brand soared directly, giving Meng Tejiao an inspiration for publicity and marketing.
So in order to develop and conform to her own marketing style, Meng Tejiao directly built her own fashion show very high-end, not only holding fashion shows in high-end hotels, but even tickets are a week's salary for ordinary workers.
The tickets alone are a week's salary for a worker, so of course the lunch in this hotel will be more expensive, so expensive that this meal is equivalent to eating up half a month's salary of an ordinary worker.
Such a high ** directly screened the ordinary people at that time, which is equivalent to directly delimiting their own consumer groups among high-end people.
Coupled with the unique high-end fabrics of Mengtejiao at that time, it directly transformed Mengtejiao from a simple dress into a "symbol".
Even better,The sales channel of Montagon is very high-end, and it has to enter the mainland from Hong Kong。At that time, those who were able to bring gifts from Hong Kong back to the mainland to visit relatives were all people with special status.
A piece of Mengtejiao from Hong Kong has instantly become a symbol of successful people. This marketing method directly captured the vanity of the Chinese people at that time, and for a time Mengtejiao became a weapon to satisfy vanity, and everyone wanted to get one.
Under such marketing,Mengtejiao has successfully created a high-end image of luxury goods, and has become the first choice of bosses for a while。It also left a "stereotype" among consumers at that time, that is, "only the boss wears dreams".
But Meng Tejiao, who was once such a high-end person, has now not only become the "tears of the times", but also can't even catch the "splashing wealth", or it can also be said that he can't take it, what happened in the middle?
Montejiao has become a luxury product in China, and the opening of so many stores in China is enough to prove how big the domestic market is.
Such a big market, of course, it can't be only Meng Tejiao to see, soWith the opening of the country, all kinds of real international luxury brands have settled in China.
Although consumers at the time couldn't tell what was really a luxury, the brands that were more good at marketing and "storytelling" were much better at marketing than Montejiao.
In addition to luxury brands, there are also a number of low-end fashion brands have also entered the countryCoupled with the rise of domestic brands, Mengtejiao instantly became a brand of "high and low".
After all, Meng Tejiao "wants a story without a story, wants to have no connotation, wants fashion without fashion", only one fabric is special and high there, isn't it gradually abandoned by consumers?
If you add the special fabric of Montejiao is cracked,Many imitations gradually appeared on the street, and even Montejiao did not respond enough to these imitations, which was enough to make Montejiao a "bad street" brand.
Although in order to cope with such a situation, Meng Tejiao withdrew a lot of ** permissions, turned to self-management, and launched a series of self-help actions, but these self-help did not play a role.
Probably because these self-help did not play a role, Meng Tejiao authorized her own brand, and let those clothing manufacturers produce, design, develop, and sell by themselves.
To put it bluntly, Mengtejiao has become an OEM product, and these manufacturers who use the Mengtejiao brand seem to have a much worse ability in management.
Over the years, not only has the brand of Mengtejiao not been re-operated, but it has even become a brand that not only has **, but even **, children's clothing, bags and shoes.
If it is just an increase in product variety, it is not a very big deal, but these factories of Mengtejiao have used such a luxury brand as Mengtejiao, and the quality is not well checked, so that the goods produced by Mengtejiao are often unqualified, and then they are named.
PlusAt that time, when domestic e-commerce was popular, Mengtejiao did not catch upWhen Mengtejiao saw the potential of e-commerce and had to enter the field of e-commerce, Mengtejiao had already "found no such brand" among young people.
Although there are still sales on the Internet, these sales are contributed by the children of the "Montejiao boys" who once did not have Montejiao, and these children bought Montejiao just to fulfill their parents' dreams.
Although theseThe manufacturer has also launched new products, but the design has not improved at all, for example, the various down jackets recommended in the live broadcast room were complained that "only suitable for people over 50 years old".
If this is the only case, it can be said that Mengtejiao is eating "feelings", and wants the former "Mengtejiao boys" to buy it, so they launched such designs and products.
But "Flowers" is a hit, and Meng Tejiao obviously sponsors "Flowers", but she has no reaction in the face of the traffic brought by "Flowers".
To say that Meng Tejiao doesn't want this wave of traffic, it's impossible, otherwise why does Meng Tejiao sponsor "Flowers"?
But to say that Meng Tejiao wants this wave of traffic, but Meng Tejiao's various ** accounts have no reaction to their "popularity", at most they have posted a very perfunctory activity.
Even if there is no activity, there is no corresponding preparation on the e-commerce platform, and when the domestic product alliance was in the past, many domestic products had to make up a 79** in order to rub traffic.
But when Meng Tejiao was live broadcasting, not only did she not have any co-branded models, but even the same style of "Flowers" did not rub such a large amount of traffic, but kept pushing her own down jacket and the like
From a factual point of view, there is a contradiction in Meng Tejiao's behavior before and after, that is, he clearly sponsors, but does not receive a little "wealth".
If you really want to explain, it is estimated that it can only be explained from the aspects of foundry and OEM, Although Mengtejiao did sponsor the show, for these foundries and OEMs, how much traffic Mengtejiao has and how much wealth it can bring has nothing to do with them.
Only in this way can it be explained that in the face of such a large amount of traffic, there was no response from the online platform, and no new products were launched.
In the face of such a big "wealth", Meng Tejiao can be "immovable like a mountain", is Meng Tejiao already "rotten", or "confident"?
In addition to fabrics and marketing, there is also an important reason why Montejiao can become a luxury product in China, and even a foreign brand with a very long history.
From this point alone,It will make many people mistakenly think that Mengtejiao is a very brilliant brand, but in fact, it is not, although Meng Tejiao has been popular in China, Meng Tejiao has not been popular abroad.
Although it does have a history of more than 100 years, the sense of existence of Montejiao can only be said to be "close to zero", although this sense of existence makes it impossible for Montejiao to become a real brand-name luxury, but it is enough for Montejiao to continue to survive.
At the same time to survive for such a long time, tooIt is enough for Meng Tejiao to learn a "essence", that is, "do not seek explosion, only survive".
Although Mengtejiao has also exploded in China, such an explosion has also brought a lot of problems and obstacles to Mengtejiao, and Mengtejiao finally chose to license the brand to domestic manufacturers, which is enough to prove that Mengtejiao has nothing remarkable in management and operation.
Since you're not good at these, give them to others, anyway, even if you eat the old book, it's enough for yourself to eat for a long time.
Mengtejiao, who gave up the domestic market, although it eventually became the brand that sells goods by feelings, but the annual brand royalty that these manufacturers pay to Mengtejiao is not a small number.
Although these manufacturers use the brand of Montejiao, butFor manufacturers, the most important thing may be that Montejiao does not increase prices, as for the brand management of Montejiao, what does it have to do with these OEM manufacturers?
As for the future of Montejiao? The brand side of Mengtejiao may have given up, if Mengtejiao can still become popular, it is estimated that it is really luck, God will chase and feed it.
But anyway,As the "tears of the times", there are still many people who will pay for their feelings, but this feeling is not enough for Meng Tejiao to survive for too long, maybe in the near future, Meng Tejiao will become a real "tear".
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