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消费群体逐渐呈现年轻化的特征,企业随之也需要进行品牌年轻化的部署在当今时代,消费群体逐渐呈现年轻化的特征,企业随之也需要进行品牌年轻化的部署。欧迪芬是一个有23年历史的内衣品牌,目前在全国有700多家门店,大部分都是商场专柜。2015年初的品牌调研结果显示,欧迪芬有着较高的品牌认知度,培育了数十万忠实的消费者,但是由于渠道的单一化、产品的同质化,品牌对于年轻人吸引力不足的问题日益突出。因此,2015年3月,欧迪芬启动了品牌年轻化之路,在产品结构、传播
Consumers are gradually showing younger characteristics, companies also need to carry out the younger brand deployment In today’s era, consumer groups are gradually showing the characteristics of younger, companies also need to be younger re-deployment. Ou Difen is a 23-year-old lingerie brand, there are currently more than 700 stores in the country, most of them are shopping malls counters. Brand research findings in early 2015 show that Odipin has a high brand awareness and has nurtured hundreds of thousands of loyal consumers. However, due to the simplification of channels and the homogenization of products, the brand is not attractive to young people Increasingly prominent. Therefore, in March 2015, Ou Difen started the brand rejuvenation road, in the product structure, dissemination