树品牌着实不易。君不见,从去年10月开始的保暖内衣广告大战,影星、笑星、全家福轮番登场,让消费者无所适从。市场容量没增加多少,厂商面对巨额广告费直叫苦,消费者也一个劲儿地抱怨买衣服花的钱倒有一半是分摊的广告费。这么多厂商不约而同打广告也是有其苦衷的:保暖内衣市场已渐入成熟期,大家的产品差不多,此时仅靠炒作技术概念恐怕不灵了,出路还是在于树立品牌,以区别于同类产品。没想到,大打广告战的结果是品牌影响力互相抵消。可以想见,尽管厂商不情愿,保暖内衣行业也将步其他行业后尘,踏进价格战的泥潭。 放眼周围,很多企业都已陷入了这样一种两难境地:不宣传品牌, Tree brand is not easy. Do not you see, from October last year, thermal underwear advertising campaign, movie star, laughter star, family fan turns to debut, let consumers know what to do. The market capacity did not increase much. Manufacturers faced huge amounts of advertising fees and consumers complained that half of the money spent on clothes was apportioned. So many manufacturers are unwilling to advertise with the same difficulties are: The thermal underwear market has gradually matured, everyone’s products are similar, at this time relying solely on speculation technology concept may not work, the way out is to establish a brand, to distinguish from similar products. Unexpectedly, the result of the big advertising campaign is that the brand influence cancel each other out. It can be imagined that although manufacturers are reluctant, the thermal underwear industry will follow the footsteps of other industries into the quagmire of price war. Looking around, many companies have fallen into such a dilemma: not to promote the brand,