Quanzhou Children'S Products Collective Trial Water Public Welfare Marketing

In November 25, 2012,

Workers in the workshop of China children's products Co., Ltd. are busy putting 200 boxes of down garments.

The 200 boxes of down coats will be sent to Guizhou to help the poor children spend the winter.

This is only one of the many public service actions of the children's products brand ABC this year.

This year, ABC has built a love bridge through the "performance of hope", "clothing and clothing" and other activities to deliver the clothes needed for the children of poor areas to live.

It happens that there is a similar case.

Join hands with China brand management research center to launch a love activity "hope children's shoes". CE donated $100 thousand worth of CE products to the Xi'an Red Cross at the 2013 Q2 new product conference.

For a while, public welfare has become the common choice of Quanzhou children's products brand to enhance brand reputation.

According to the insiders, enterprises should follow the principles of relevance, continuity and detail when launching public welfare activities. Public welfare marketing activities should conform to the core concepts of enterprises and brands and persist in the end.

Public service marketing has become scale

Compared with those who started to get involved in public welfare marketing this year, ABC is undoubtedly done earlier: in the past two years, the ABC brand has launched a series of public interest actions to care for the poor children, and has donated money to poor children and left behind children through welfare institutions, hope projects, charitable organizations, etc., amounting to several million yuan.

In addition, ABC brand is also concerned about the growth of children's mental health. It has organized a number of psychological counseling, inspiring growth of public speaking, joint Hubei satellite TV post disaster youth mental health recovery report and so on, aimed at helping more children grow up healthily.

"Relative adults, children have always been a disadvantaged group that needs care. As a children's product enterprise, such love activities are highly related to their products and images. A large public interest campaign is launched to advocate a sense of responsibility and philosophy in a smooth and silent way, thereby enhancing the reputation and recognition of enterprise brands."

ABC Brand Manager Huang Weicheng said.

This year is the third year for ABC to join hands to carry out love activities. Among them, Jiang Yiyan, a publicity ambassador of "hope for action", has also arrived at the Liangshan station in Sichuan to send ABC shoes to the children.

This charity event has attracted the attention of the public. Only a week, micro-blog and the network have been reprinted as high as millions.

Having gone through so many public activities, Huang Weicheng also has his own further thinking: "unlike other businesses, simply advertising, we will focus more on promoting the development of corporate public welfare activities through the form of" public interest celebrities + network platform ", and do not need to deliberately publicize corporate brand, but more play a role of behind the scenes workers.

A few activities down, and even do not need too much whitewash, ABC love brand has gradually become popular.

In fact, in the view of the industry, devotion to love is a double kill for enterprises and brands. Although some enterprises do not want to get any benefits from it, this kind of good deeds will have a positive impact and effect to a certain extent if they are spread through the media.

Therefore, more and more enterprises have seen the remarkable effect of participating in public welfare undertakings, and gradually, public welfare has become an indirect way of marketing.

Xie Lei, CE brand marketing director of China Australia Footwear Co., Ltd., told reporters that the funds and items invested by enterprises helped some vulnerable groups in the society. Enterprises also gained higher trust in the market, enhanced brand awareness and reputation, and indirectly promoted sales and profitability of products.

In addition, the implementation process of children's love public welfare activities is relatively simple. Children's groups are often concentrated in schools, and schools are designated execution units. As long as the class leaders are claimed, they can ensure that the love effect is in place and the execution is easy to reproduce. This also allows more children's products enterprises to love philanthropy.

Huang Weicheng added.

The key is continuity.

Although the Quanzhou children's products brand's public interest activities are one after another, but in the view of many people in the industry, these activities are relatively small and scattered, and even small businesses only regard it as a concept for brand building.

"If we want to include public welfare activities in marketing promotion mode, it should be systematically planned, just like traditional marketing methods. Insisting on going forward will have a subtle push on brand loyalty and reputation."

Fujian

Xie Jiasheng, the Secretary General of the association, said.

In the industry's view, in the aspect of public welfare marketing, the most successful brand of local children's products is ABC.

From less than 60 million sales in early 2007 to nearly 300 million by the end of 2008, ABC became the legend of children's shoes brand marketing in just two years.

In fact, the key to the success of ABC brand children's shoes in two years is the clever use of love promotion strategy to develop the brand.

"The children's products industry in Quanzhou should realize that public welfare marketing is not a superposition of simple public welfare activities. It is the result of public welfare activities that produce 1+1>2. It is a systematic project that runs through the whole marketing process.

One of the key points in communication planning is to link corporate propaganda with a meaningful activity and raise the interests of enterprises to a high level of public interest, reflecting the social responsibilities and values of enterprises.

Industry sources said.

In the industry, Lu Yao seems that when doing public marketing, children's products enterprises in Quanzhou can learn Coca-Cola.

Coca-Cola is a multinational company. It has sponsored the largest public welfare activity hope project in China. Since 1993, 52 hope schools and more than 100 hope stacks have been donated in China, bringing more than 60 thousand dropouts back to campus.

All of these will enable Coca-Cola to establish a good brand image in China's potential market in the future and prepare for Coca-Cola's success.

"It is worth noting that children's shoes enterprises are not big enough, and their resources are not enough to enable them to harness many aspects of public welfare undertakings. Children's shoes enterprises should choose some of them suitable for the company according to their own brand attributes and characteristics, so that they are already very wrong."

Lu Yao expresses.