Investment of $ 150 million blockbuster “Transformers” in the world to earn windfall profits. It is understood that, in addition to exceed hundreds of millions of dollars in box office receipts, the single implantable advertising revenues near $ 40 million. In China, only ad placement there are eight well-known manufacturers, including China Unicom, General Motors, KFC and other running advertising fee of about 12 million yuan.

Previously, movies, advertising Retractable Banner placement shaping the “hero” with Dopod phone, the classic case of “Crouching Tiger, Hidden Dragon” and the Michelin tires. Today, the placement advertising has become a universal language to connect from the producers and advertisers, is one of the most important ways of return on investment, the movie also increasingly become a marketing platform to attract advertisers.

Based on this environment, a bold idea and practice ongoing, and that is ad placement on Internet copyright movies, to the Internet as a communication carrier. So this model in terms of advertisers have much practical value? Rampant piracy in the Internet today, whether high copyright can be recovered through ad placement? For the audience in terms of whether we can accept, and are willing to accept this form?

Many doubt, is looking forward to the movie patch advertising network toddler.

All emerging marketing platform, can not escape the eyes of the director of marketing. Watching, analysis, trying to judge with their judgment, will directly affect the emerging marketing platform grow. Tsinghua Tongfang Digital Entertainment Division Marketing Director Wang Yu movie patch advertising as a traditional form of advertising has been popular, but patch online edition of the film remains to be the test of time, because the cinema is a relatively closed environment, in darkness, people’s attention will naturally put on the screen, the attention of the advertising will be relatively high, there is no advantage in the Internet environment.

Talking the internet movie patch advertising, quark Movie Network President and CEO Lu Li emotionally. The Quark network is investing millions of dollars to establish US-Ming Group, known as the world’s first genuine free movie sites, it is to patch advertising as a major source of profits. He believes that Internet technology can solve the problem of advertising effectiveness evaluation, and put a “futures-style” buy and sample survey to calculate the effect of different ways with traditional media, the technical advantages of the Internet to do a precise calculation of the value and the arrival rate. Ad viewing information such as statistics, such as broadcast times, watch and long to provide accurate, detailed advertising data for advertisers.

Traditional film can have a variety of marketing methods: the process of making, “resonance” with the corporate brand and product placement marketing, full-screen ads before the film screening and show the placement ads, etc.. However, movie network can not implanted marketing, the viewing terminal advertising before the mapping can not reach cinemas darkness bright spots “attractive. Currently, only the patch advertising is the main source of quarks net profit. One Group Corporation Ltd  (Retractable Banner Stands manufacturer) believes that this form of advertising, to provide a new choice for director of marketing and advertising manager.

In his view, the implantable marketing is a very subtle form, but it is not a mainstream movie marketing, even exaggerate the impact of the suspects. This way suitable representation of products in the industry, leading consumer products, not all products and businesses can be applied. “In contrast, he believes touches patch advertising market potential, easier to meet the needs of most users. In addition, compared to television advertising, humane, and attention is the advantage of the Internet advertising: “TV ad series broadcast up to three or four minutes is normal during this time, how many have been waiting in front of the TV audience ? placement advertising in our movie is up more than 45 seconds. sense from a distance, the TV viewing distance of ten feet or so, while the PC is a foot higher advertising attention and memory. ”

The movie network advertising is a form of video advertising, video ads, according to AC Nielsen survey, exposure to a frequency you can get 10% of the effect of three frequency, while traditional media exposure before they can get the effect of 9%. Streaming media advertising and traditional media advertising, price effects have several times the difference.

The power of the Internet and video for the movie version of the patch advertising network wings. Internet advertising “in 2010, funding will be $ 10, $ 1 will split stream video ads.” The U.S. market research firm eMarketer analyst David? Herman said, of which a considerable part will movies online edition split. The well-known U.S. Internet research institutes, Piper Jaffray analyst Safa? Rashtchy and he holds the same views, he pointed out that video advertising will be the main driving force of the Internet advertising. IResearch data show that the scale of the Chinese Internet video advertising in 2006 reached 250 million yuan, an annual growth rate will reach 60% in the next few years. Therefore, it is with confidence in 2007 called “Internet video advertising the first year.

Seen in this light, movies, the Internet version of the patch advertising seems to have unlimited broad prospects and great potential. However, the actual situation is not overly optimistic.

put to the test

Pirated environment and the limitations of the patch advertising makes with quark Network represented genuine movie site faces a severe test, the “Genuine patch” value is also being questioned. An obvious reality is that the quark network money from the movie of the issuer to buy genuine copyright of some movies, but will always be time lag than theaters weeks to a month, but many Internet users want the first time Download new movies, when a lot of people will be using the BT download pirated movies.

“Piracy is our biggest enemy,” Lu Li said with deep feeling, “We are trying to lift a red flag.” In his large desk, a little red flag is proudly erect.

Piracy shunt group of viewers, will be a direct result of the reduction of the audience to the of advertisers reduced charges, a direct impact on the value of the patch advertising, which means high copyright may not be recoverable.

Lu Li mentioned, quark network in accordance with the views of the audience to advertisers charges per-view fee for an angle, so cost $ 100 thousand and $ 10 million, “father and son” so copyright videos cases, you will need 1 million effective viewing. Whether you can guarantee much effective viewing it? Lu Li introduced the quark Network still investment period expected to achieve flat around May 2008. The long run, he believes the outlook is still optimistic. Why do I say this? He used a marketing point of view to support the value of advertising placement:

One of the basic principles of marketing is to “match” to choose what kind of marketing platform, basically laid spread the image of the brand and products in the audience in mind. Lu Li quarks network has repeatedly stressed the “genuine movie commercial value is different from other video sharing websites, he said:” genuine movie as an advertising vehicle, will be subject to the favor of the big brand advertisers. Piracy resources put in brand advertising on the site, only understand brand management talent will do so. imagine, such as Thunder unauthorized film audiovisual content download site, a big brand advertisers certainly is not possible to advertise on it, because the two do not match. ”

In addition to piracy, the patch advertising limitations also need to overcome.

The movie network patch advertising generally divided into front-, rear-mounted and gap placement ads. But video site in the pre-placement advertising accounted for the majority of ad duration is typically 15 to 30 seconds, are waiting for the video buffer to start playing when the force play. Speaking long and put in the form of advertising content, advertising, which is undoubtedly a replica of the TV ads. Force the audience viewing it, is exactly the same with the TV ads.

Proved, a replica of the behavior of this TV ad, not the best choice of the Internet Movie Ads actual propagation has become increasingly prominent. Recent results of a study of U.S. research institutions Forreste Research: 80% of Internet video viewers said placement ads placed before or after the video is very annoying. Actually put in effect, this TV ad network pirated behavior from the audience. This one-dimensional, extensive intrusive forms of advertising, with today’s open, democratic, user-centric, focusing on the user experience is very coordinated network environment will certainly not get the user’s identity so that the dissemination of results discounted, advertisers launch will dampen enthusiasm.

In addition, the source of the film is also an important part to attract advertisers and audiences to expand the film sources is necessary to increase investment in the the patch advertising single charge mode, which means greater risk. However, some people are willing to take the risk. Currently, the the quarks network has genuine movie about 2000. “We are negotiating with Sony movie party to purchase a number of internet movie copyright thing, it is estimated that in September, October, viewers can spread online to see.” Lu Li revealed that quark network in terms of technology, operators have ready, and sent the money to buy more film. To this end, the quark Network is actively attract strategic investors.

Lu Li, the movie business has just started, the Internet movie in the Spring and Autumn Period, the inevitable presence of this or that problem. But in the long term, the genuine inner needs of Internet users, while the profit model will also extend beyond a single patch advertising to other forms, such as a small amount of the fee to download, pay-per- But at the same time, Lu Li believes that the movie need to enrich the content of the site, quark the net sentiment made watching movies all the movie needs, can be found in this platform, such as to increase the functionality of the e-commerce trading of movie-related items .

The industry believes that the Internet and television, film media, the biggest difference is the strong interaction, openness, especially Web2.0 more prominent initiative of the user, participatory, so the movie version of the patch advertising network must be designed innovative characteristics of the Internet itself, and constantly improve the user experience more colorful form, to attract users to participate in order to get a better dissemination of results.

Oaks can be called a nearly 20-year history of the development of American enterprises specimens enterprise.

Oaks upbringing, in fact, is a history of the growth of American enterprises. Oaks who has distinctive characteristics common: high-profile, low reputation; ever achieve extraordinary development, but the lack of sustainable development potential; Enterprises foundation is weak, the lack of comprehensive strength; enterprise overly rely heavily on the price of the market pull, brand minimal contribution to enterprise development.

Currently, Oaks has entered the growth slow “the significant slowdown in enterprise development, the lack of motivation for further development in the future, good intentions” brand upgrade “is difficult to achieve due to various reasons. It can be said, Oaks has come to a node: the magnificent turn a brighter future, otherwise difficult to extricate themselves in a predicament can only continue to struggle.

Oaks facing the question is: What causes the lack of its development potential? The transformation of the way of its brand in the end how to get there with Retractable Banner Stands promotion?

The marketing too irrational behavior

If I ask you: “in your heart Oaks is what kind of business?” I think your first Lenovo must be “this business is the press speculation,” companies love to initiate a price war “.

Indeed, the “speculation” and “price war” characteristics of the two is the most significant Oaks.

The Oaks once relish its “generous”: “White Paper on air conditioning costs,” published in 2002, sued the Ministry of Information Industry in 2004, and later the phone when the cabbage to sell, the price is not more than 1000 “slogan. “Generous” in the eyes of the Oaks, Ochs out of the limelight.

However, in marketing research people, “generous” it is precisely The Oaks marketing in the history of the three major failing.

Announced the “White Paper on air conditioning costs” Oaks air conditioning industry sinners, and its future obstacles set up to promote high-end products. Now, so Oaks deeply painful things than people “Oaks = low-end products,” the impression cognition, which has greatly restricted the development of enterprises. This is precisely the Oaks “planted their own bitter fruit to eat.

Sued the Ministry of Information Industry, although the Oaks got the long-awaited mobile phone licenses, but it began to lose the support of the government and political resources.

Made phone when cabbage sell strange theory, no different from brandished a knife from the palace, Oaks spread of the pernicious influence of the air-conditioned low-cost strategy to the phone, sank not say, also other mobile phone companies pull when scapegoat ‘s.

Oakes’s strong brand awareness, many companies should learn. However, the understanding of the Oaks news marketing is clearly a serious problem. It is too much emphasis on the well-known, have neglected the more important reputation. As can be seen, the the Oaks many PR event planning and communication, the lack of a systematic and long-term thinking, and less predictable marketing news to the negative impact of enterprises. Announced the air conditioning production costs, “the phone when the cabbage sell really made Oaks stole the show. However, this is what the thunder? Give the long-term development of what harm? I am afraid that the Oaks had not think clearly. So, we see today the Oaks is great so an image: the fame, the market evaluation is low; positioning is high, prices are low.

This is actually the embarrassment of the Oaks.

The price war can play, but can not casually playing

, Oaks has tried to play the role of US air conditioning and mobile phones, the existing pattern of “subversives” hope to establish their status to the old pattern of subversion.

Unfortunately, the The Oaks destruction of the old pattern, has failed to establish a new pattern of “principal”.

Because of the frequent set off a price war, Oaks and Changhong, Galanz and called three of US’s home appliance industry “price killer.

The price war has always been regarded as multinationals lower competitive strategy, multinational corporations has never been rashly Price weapons. Domestic visionary enterprises rarely uses the price of weapons, such as Haier, a decade ago, made it clear that “against price war, to promote the value of war”. Most domestic enterprises, the price war is a soft spot, and in fact is the the enterprises competitive system is not complete, the product is not strong performance. Price station has always been considered a double-edged sword, able to kill the others, it tends to self-injury.

The American people have a very simple concept: a sub-price goods. Products sold cheap, certainly because your product is not worth so much money. Therefore, the result of ever-lower prices: the sales go up, reputation down. Changhong through year after year to launch a price war ascended the throne of US “TV King”, but the ensuing deteriorating corporate earnings, the brand image is getting worse. In 2004, Changhong loss was as high as 3.7 billion yuan. Galanz’s situation is similar, the microwave oven market share peaked at 70%, about 50%, However, even if such a monopolistic position of the brand, each microwave earn pitiful 5 cents. Why Galanz to adjust the focus of the development to the air conditioning up? Great reason is microwave-standing tasteless, Zhiwangbushang the.

In general, price war in the early stages of development, rapidly expanding brand awareness, increase market sales. However, when developed to a certain stage, it is necessary to abandon the price war strategy, comprehensive steering brand-led strategy capacity by shaping corporate brand image support enterprise for sustainable development.

Over-reliance on the price war we call it “marketing pull-oriented enterprises. “Marketing pull the most important feature of the enterprise is” pre run fast late can not keep up. ” In the last few years, once in the American market hoot FY enterprises have slowed down the pace of development, and why? The big reason is because this type of business is essentially a marketing pull enterprises, lack of development potential. “Marketing pull enterprises corresponding the technology pull enterprises, such enterprises” front-running slower, post-run fast, the more potential for further development is more feet. Most multinationals are all such enterprises. Huawei basically belong to the “technology pull enterprises, this Huawei’s getting faster and faster. Unfortunately, too few such enterprises in US!

Therefore, the price war can play, but can not be casually playing. Can not be sold to a blocked, companies immediately cut prices, not treasure all-in price. Oaks of the problem is that, too dependent on the price war, the operation is too lightly, the result is “Kill eight hundred, self-injury one thousand” more harm than good.

There is no price competition rather than hurt the brand image of the way? There. In lower prices at the same time, the Enterprises do not forget to promote new products, new products, new technologies, brand reputation to give a positive lift force, in order to offset the negative impact of price cuts may bring. The Oaks, Changhong, Galanz mistakes that pricing strategy over a single, failed to pass the other effective means to avoid the negative impact of the price war to brand.

News Marketing Enough is enough

In people’s minds, Oaks not only like to launch a price war, and like to make news gimmick.

Standing integrated communication perspective, Oaks implementation of marketing news is understandable. The problem is, The Oaks marketing news has been possessed by the devil, go astray, it is often spread manufacturing event for the manufacture of the event spread. Oaks frequent public appearances to sell satires people suspicion Dunsheng: Oaks in the end to do business, or news?

Continuous speculation, and finally to the people left India like: “Oakes is an impetuous enterprise.”

The news marketing excesses causing hurt the brand image more than Oaks a, TCL can be considered a specimen.

TCL news marketing awareness Biaokesi stronger. Prior to 2004, the TCL news marketing done very well, once followed for many domestic enterprises. For example, in 2002, through marketing news, TCL established “American plasma brand” status; marketing news, troubled health Leroy color correction became brand. However, in 2004, TCL began to go to extremes to make the news, trying to get the news spread of alternative advertising, resulting in consumers of news TCL spread of extreme trust: “TCL is how so many news?”

Obviously, the news marketing Enough is enough.

Oaks news spread even more serious problem, not only the tone is too high, too far off the mark, and the spread of the originally not correct guiding ideology. Published a White Paper on air conditioning costs, sued the Ministry of Information Industry, the public airing of the “mobile phone when the cabbage sell” Oakes completely unable to extricate himself caught in the quagmire of flashy.

News marketing assume two main functions: to expand the brand influence, brand reputation. The two can not be neglected. Oaks often in order to propagate and spread As for the spread of what to bring, and it do not seem to care. So, we see that the news dissemination not only did not let the Oaks when the air conditioning and mobile industry leaders, but allowed to fall into the trap of low-end brands. This news marketing, natural is worth the wait.

The Rebranding the need for technical and product support

High visibility, reputation, lack of potential for further development, may be the most accurate description Oaks enterprise status.

In fact, the Oaks has deeply felt the pain and frustration of brand weakness, Therefore, since 2005, the Oaks has launched a “rebranding” campaign, Oaks brand Fenghuang Nie? However, the Oaks to do it, easier said than done.

An overview of the success stories of American and foreign enterprises, we are deeply products and technologies for the importance of a business. And advertising, after-sales service, channel development, product price, and other factors, the product itself and the technology behind the product is the most important support an enterprise core competitiveness factors.

Because of the technology and products are the lifeblood of manufacturing enterprises, almost ownership modeling international enterprises have spared no effort to develop new technologies and new products. Like Samsung, in recent years the pace of development is very fast, largely due to the architecture it a truly innovative capacity of technology development system. Since 2000, Samsung annual R & D investment of not less than $ 5,000,000,000, the only R & D staff of more than 7,000 people, more advanced researchers Seoul National University, manager this enterprise hesitation numerous? Samsung president Yun Jong-yong said in a media interview: “For Samsung, the need to do many things, but, the first, the second most important, the third most important things are the technology development.” Can technology development mentioned so important heights, I am afraid a handful of domestic enterprises. In recent years, the domestic enterprises have said to do “Samsung” In fact, most of these enterprises did not really understand what is the essence of the Samsung market winning.

The Oaks “rebranding” The reason falter, in the final analysis, is still in its new technology, new product development efforts. Do not have the technology development foundation, how competitive products? Competitive products, how could there be a competitive brand image? So logical reasoning should not be difficult to understand.

Brand transition, LG worth Oaks learn. In fact, LG magnificent turn in US, it is worth all the American enterprises to learn.

Once upon a time, LG is called “bumpkin” foreign brands, which to form greatly restricted the sustainable development of the American market on the LG, very similar to the situation and the Oaks. In early 2003, LG (US) senior to adjust business strategy, brand upgrade “strategy subsequently introduced. Now four years have passed, LG Brand in US has been greatly improved, high-end image increasingly clear.

LG is how to achieve the re-branding it?

First, LG goodbye to the cheap route, all refuse to “cheap”, “cheap”, “return to the ranks of international brands starting price. This will gradually eliminate the impression of consumers “LG low end” cognitive.

However, the real the LG image upgrade, but it is the continuous introduction of new products.

2003 LG product innovation has intensified, many new products for the US market for the first time. For example, in 2006 the entire mobile phone market stagnant water Ripples, LG has creatively launched the Chocolate phone, to achieve a breakthrough from the two aspects of modeling and concept, creating a miracle when phone sales. Luxury double-door luxury refrigerator first-to-market, changing the traditional cognitive American consumers refrigerator products, power increase, itself a remarkable achievement for LG product image.

Adhere to product innovation “and” refused to price war “, together constitute the two core elements of LG” brand upgrade “. Especially the former, become the support forces change the the LG image of the most important. Hard to imagine that, if no leading products, LG’s brand will be substantial change.

The maximum short board Oaks, lies in the lack of new technology, new product development capability, which in fact is the American enterprises short board. Therefore, the reason why the Oaks “brand upgrade” will become castles in the air, because of the lack of technical support.

prescription Oaks

The Oaks future transformation of the way as a typical representative of “marketing pull enterprises”, destined to go bad.

A long time, the lack of profitability, technology development system is not perfect, brand reputation is low, the Oaks corporate foundation is weak, and the subsequent development of fatigue. Oaks has recognized the problems knot disease where, and comprehensive reflection, adjustment, hoping to break yesterday to create a new future. Since 2006, Oakes gives India such voice a lot, which shows Oaks outbreak of the power savings, the attempt to silence. This is a good thing.

However, the effects from the practical point of view, the Oaks adjustment is not ideal, and we did not feel the change from the Oaks. The reason why this is so, there are many reasons: First of all, do not have a deep enough Oaks reflection of past strategies, and its reflection is passive, only because the market sales blocked forced to seek adjustments were forced to taste. In fact, from the Oaks still relish its the three PR handwriting view, the The Oaks marketing and brand strategy concept and not a fundamental change. Course, Oaks failed in terms of products and technology to achieve substantial breakthroughs, is also a very important reason.

Therefore, Oaks For brand turn, must start from the “brainwashing” deep remorse for the past marketing concept, the total abandonment of the “price butcher of + excessive speculation” low-level marketing model to the technological competition + brand competition “business model transformation driven by the image of the great changes in the concept of great change.

Second, we must as soon as possible architecture based on the long-term development strategy protection on top of new technology and new product development system, from the fundamental solution to the problem of lack of product strength. Many American enterprises fantasies always take a shortcut through the purchase of off-the-shelf technologies or programs survive. Required to be recorded: the leading technology absolutely can not be bought, if we really want to lead, must be independent to engage in technology development. Of course, the development of new technologies, new products, easier said than done. However, provided they are not easy was precious. In recent years, American companies continue to encounter technical barriers, such as from March 1 this year, all exports to the U.S. TV companies will pay high royalties, which led to the sharp drop in the number of American exports to the U.S. television for the first half of 2007. Facts have proved that American companies do not break through the technological barriers, it is impossible to become international enterprises in the real sense. In recent years, Huawei faster development, the envy of so many American enterprises. Huawei can do this, because it broke the technical barriers. Oaks learning Huawei “facing the wall 10 years Figure broken spirit, get down to do technical products, doing less grandstanding flashy things.

Finally, the Oaks should give yourself to develop a re-branding “the three-year plan, a clear work direction and goals, step by step, step forward and avoid impetuosity. Brand building is not an easy thing, the LG this international enterprise, its brand transformation has also experienced a four-year-old.

In short, the Oaks Rebranding first brakes, after refueling, completely abandon the past by maintaining a low level of business strategy, international business model transformation, only in this way, the party is expected achievements of the brand new Oaks image.

August 1, Lin Songbai for a celebration. After six months of intense Retractable Banners branding promotion, HI-TEC first store in US finally opened the Grandview Mall in Guangzhou. As HI-TEC Greater US general manager, Lin Songbai clearly placed the famous clothing brand from Britain’s prospects in the American market expectations. HI-TEC is the UK’s first, world’s third outdoor leisure brand, has a deep brand heritage and outstanding market performance. But for many consumers, HI-TEC is still a rather strange name. This is all just landed in US, international brands facing an embarrassing reality, whether or not they are in foreign markets and how to scold FY, not high degree of internationalization of the American market, they still have to start from scratch.

HI-TEC in US, the story is about to begin, and by the concern of many people in the industry. After all, US’s clothing market is both complex and highly variable. Local garment enterprises from Fujian, Guangdong and the Yangtze River Delta is the rapid rise of manufacturing a legendary brand marketing model unique American characteristics, and gradually targeting the high-end business and leisure apparel market. Many heavyweight international clothing brand is clearly see the consumer to quickly upgrade the American market thirst for high-end clothing and business opportunities.

In March of this year, the United States a century menswear brand Hart Schaffner Marx (ho lion step) to join hands with the local clothing predators Younger curve to enter the American market. Hartmarx Group the menswear department President and Hart Schaffner Marx brand president Richard l. Biegel made no secret of its ambitions: “the implementation of a global expansion strategy and the first leg of the Asian market layout Hart Schaffner Marx brand, we are very optimistic about US’s high-end supplier fled equipment market. ”

The double whammy of the strong momentum of development of the local garment enterprises and other international clothing brands, HI-TEC how beautifully a American story?

International brand scratch

Advanced office in Guangzhou Dongfeng East Road, a six-story, HI-TEC in US headquarters existence does not seem compelling. In fact, HI-TEC US since the date of its establishment in early December last year to uphold the low-key acting style is pragmatic. “HI-TEC since the choice to enter US, has been well prepared to fight a protracted war, which also decided we will not adopt the marketing strategy of holding a high hit.” HI-TEC Greater US director of marketing, Su Jing apparently deep a working knowledge of the American clothing market of a mystery. HI-TEC hired and Su Jing as the vanguard of the American market, undoubtedly took a fancy to its rich combat experience had Rimula, joeone, as several years, director of marketing, brand director and director of marketing.

Su Jing to HI-TEC, and garment enterprises in Fujian tested marketing tactics such as Retractable Banner advertising bombardment, quick shop, price discounts and other completely inappropriate for this gentleman full of gas British brand. “HI-TEC has a unified global brand management system, we want to guide the next step to expand the market in the UK headquarters are very particular about the HI-TEC control of market risk and market development strategy and speed, so we now is a stable market strategy of playing safe. “Su Jing so explained.

If we say that the strict control of the market risk is all multinational companies to abide by the guidelines, the awareness of this risk is reflected in the HI-TEC body is particularly obvious. As early as five years ago, HI-TEC to directly set area agencies to enter US, and set up US headquarters in Shanghai. But soon, HI-TEC, the lack of a local marketing team felt the American clothing market unfathomable and enormous risk. Finally, they chose to temporarily withdraw from the American. 5 years, HI-TEC has been looking for the “trust” partner, until she met Lin Songbai. Eventually, the two sides decided that a joint venture to introduce HI-TEC brand.

However, five years after the long wait of the HI-TEC still must continue to yourself, because they do important things, is how to make the pursuit of “cheap” American consumers recognize and accept that this has a pure British descent high-end menswear brand.

In fact, a small part of domestic tourism and mountaineering enthusiasts inquire about hiking shoes HI-TEC “Where online sale, which is both good news, is a frustrating fact. “This shows that the HI-TEC is not no visibility in the country, but the awareness of the brand HI-TEC is still stuck in the one-sided ‘shoe expert’., HI-TEC is not just shoes famous, it can be solved Men from business to leisure, travel clothing and equipment needs. “Su Jing realize that this is one must pay attention to the problem of how to correct the one-sided brand awareness of American consumers HI-TEC, although this is not an easy thing.

Is not difficult to find, HI-TEC menswear market in the country is taking a different route, it is positioned at the integration of business and travel, major brand appeal points menswear brand “with the scientific and technological content, using high-tech, sense of high-value fabrics and design into modern fashion elements, the emphasis on science and technology to bring consumers the comfort, and ultralight sense, the target customer base is aimed directly at the 28-year-old to 40-year-old urban elite men. “At present, the American market, business and travel brand positioning or a relatively blank market, I think that the great prospects.” CBCT brand marketing agency chief adviser Li Zhi from more optimistic about the HI-TEC differential positioning.

In addition to positioning differentiation, Su Jing confidence in the scientific and technological content of the HI-TEC: HI-TEC in this regard “Nokia, Motorola and other electronic products have been hit technology licensing, the basic domestic clothing playing technology licensing. unique technical advantages, lightweight, breathable, environmentally For example, if you are on the same day flew from Harbin to Guangzhou, wearing the same clothes a HI-TEC, then do not go out dragging a heavy suitcase. ”

The problem is how to get consumers to believe that this is a brand worth having? HI-TEC rely on experiential marketing and word-of-mouth marketing. Northwest Gate in Grandview Plaza HI-TEC image of the shop windows, vacant “floating” with a pair of ultralight HI-TEC sneakers, the eyes of the customer are all attracted. If this is just a gimmick to attract the attention of consumers, then when you see the HI-TEC depicting creative shoes when balloons hanging in camping tent advertising screen, you should believe that this is the HI-TEC consistent global advocacy strategy. The marketing strategy is more American characteristics, in the few months before the first store opened yet, Lin Songbai and Su Jing in the form of “gifts” were sent out to their friends and some important clients a number of HI- TEC products, their personal experience and word of mouth. Lin Songbai admits: “We attach great importance to the consumer brand experience and word of mouth, especially from users voice and we hope more consumers feel the changes brought by the British clothing culture to their lives.”

This seems to be the common fate of late international brands, more and more mature and saturated market, the marketing strategy of any act with undue haste may have been once fatal adventure. So many multinationals choose new entrants the thin ice Qiuwen play. HI-TEC, Lin Songbai resolutely give up money-burning altitude publicity salutary influence of cultural marketing. March 6 this year, HI-TEC joint US Fashion Designers Association organized HI-TEC brand Road Apparel Forum, and invited well-known economist Lang sermon, HI-TEC Asia Pacific president Steve Roger came to US to participate in the Forum, a high-profile expand the advance publicity for the HI-TEC enter US. “Next, HI-TEC culture marketing activities should be more and more.” Lin Songbai disclose.

As a brand of men play the main urban outdoor leisure, HI-TEC will not ignore traditional sports marketing. Su Jing is currently planning agencies launched a series of co-operation with the outdoor sports club in Guangzhou, Xiamen, hot air balloon club. “HI-TEC customer group who love life, love life, passionate mature men, we will provide more value-added services in HI-TEC, they gathered through a number of activities, slowly formed a brand based on the HI-TEC cultural identity based on the circle, and then spread through their clothing culture of the HI-TEC, Su Jing believe, will play a positive role in the context of the Beijing Olympics, the sports marketing to enhance brand awareness and influence.

One side is the American clothing market in dire straits temptation side is cautiously testing the new multinationals forward, the scenarios lie behind the pain and frustration of latecomers.

The channels of the pain

For a traditional garment enterprises, what better than channels important?

Younger head Li Rugang apparently long ago realized that the true meaning of “who in the world have channels”, and willing to spend huge sums of money to buy many quality shops, two major cities bustling commercial street the valuable channel resources firmly land grab in their own hands, making it the only domestic garment enterprises have their own site. Hao lion step can phase Younger, is largely is coveted for its high-quality channel resources.

Obviously, both ho lion step or HI-TEC, as latecomers, they must face and accept quality shop garment enterprises at home and abroad has been divvy up helpless reality. Environment and mode of distribution of domestic and foreign apparel market is completely different. In the United Kingdom and other countries, HI-TEC rely mainly on large-scale supermarkets, hypermarkets and clothing store agents, so you can save lots of operating costs. In US, this trafficking pattern is clearly not mature. Direct and join the domestic garment enterprises still the only way, so intense you can imagine, shops scramble for resources.

“No way, this is the price we must pay to spend a lot of money to rent some may not be very good store.” Su Jing sigh. More trouble, as a new brand for the domestic marketing of HI-TEC team also must patiently explain with Guangzhou and Shanghai, the strong mall brand background and market performance, with a rich historical heritage and The great strength of HI-TEC make the mall more international, more competitive, in order to dispel the concerns of those mall manager to prove. Finally down to talk about the contract, another embarrassment came. HI-TEC positioning is a high-end business integration of sports and leisure, and domestic shopping malls usually dress, sport and leisure has a clear partition. The mall not know HI-TEC should be positioned so unique brand on which the district. “We certainly hope that there is a separate partition, so that it will boost our sales, but the high-end business and leisure brands have not formed a mature brand group, the mall is also difficult to separate meet our needs, but now have malls starting to focus on the direction of the consumer. ”

3 Direct and join the proportion steadily, first in Guangzhou, Shanghai, Beijing and Chengdu, with strong spending power of a big city to open a number of benchmark flagship store and the image of the store, and then gradually to find some excellent dealers to cooperate. The third year is the massive attack. “Habits in the Rimula times fast break Fighter Su Jing, this speed may be a torment, but cool analysis, this British gentleman-business attitude perhaps positive correction of American garment enterprises ubiquitous impetuous disease. The most important is that the channels must be complementary with the brand, brand awareness is not raised to a sufficient height, the blind expansion may only lead to costs and a huge waste of resources.

In addition, HI-TEC also consider channels incorporated by partnering with local garment enterprises to get some quality shops. Slowly side to build their own channels to side slowly raise brand awareness, special market environment, HI-TEC can only choose to slow play fast “occupation of the American high-end menswear market.

To global standards and localization conflict

There is no doubt that, with advancing and deepening of the global economic integration, the Nasdaq, a sneeze might be the American stock market cold, but many multinationals global standards but may not be applicable in the American market altogether.

HI-TEC UK headquarters is clearly aware of this, so they chose a completely localized marketing team. Look, this young team rather let those British gentleman assured itself of any HI-TEC Asia Pacific CEO STEVE basically fly once a month US. The support of modern communication tools, all the big strategic decisions in an orderly manner in accordance with the instructions of the British headquarters execution. Even so, as the director of marketing for the Su Jing still feel tremendous pressure.

The greatest anxiety talent shortage. In addition to several large area manager is a battle-hardened veteran, most of the HI-TEC team members are new, almost hands to teach, and they are undergraduate education, the human cost is also compared to other local garment enterprises higher many. “Most lack direct docking with the management system of the British headquarters personnel, but fortunately they get started faster.”

Managed closely to guarantee the purity of the brand and the robustness of the strategy, but the market reaction speed in the face of global standards tend to want to make a discount. HI-TEC US advertising delivery and interview with the media, must be reported to the British approval to perform the to several approval program down, how much would delay some time. “HI-TEC in the management of each link is very rigorous and standardized. This is the most comprehensive brand management system I’ve ever seen and it will guide you what to do, to what extent.” Another perspective this issue, Su Jing but they think that is a good thing, because it brings an advanced brand management model. “The headquarters will slowly give us more authority, let us go to decide within a certain range of things, this will enable us to operate more flexible.”

So far, HI-TEC in US does not have its own production line, all the products are in good domestic design, transmit data and information to the British production, and then by air to US, which will greatly improve the operating costs and time costs. If you choose to in US OEM headquarters is worried about the impact of the HI-TEC pure British descent. So, before the market is not yet stable, HI-TEC would prefer such a conservative and costly works. In US, many multinational companies by two, the third-tier cities, small factory OEM production has long been an open secret.

US’s apparel market is in a rapidly changing historical stage. With the rapid rise of the local garment enterprises, multinationals status is undergoing a subtle change. More and more market segments. Menswear from business casual to the direction of the home and other segments, by the the past convergence aptitude personalized transfer some foreign niche brands to enter the American market gradually, such as CK American local brand is no longer confined to in the low-end market, they also seize the high-end men’s market will be increasingly fierce competition in the domestic and foreign brands. “Li Zhi from analysis of the trend of American clothing market.

Another change may make international clothing brand dejected. American consumer mentality has changed, and now head into a bottom view of foreign brands from the past, no longer blindly worship, this is the new foreign brands to enter the American market compared to the disadvantage of the early brands. Drastic changes in the market environment, the global strategy must be a good integration with the local strategy. This context, international brands such as HI-TEC should focus showcase its brand culture and technological advantages. Publicity strategy to implement accurate delivery can be considered at the airport, Advanced clubs, golf courses, Advanced Club and other places frequented target population to do some image advertising, enhance brand affinity. “Li Zhi from recommendations.

Not just HI-TEC, these are almost all between multinational global standards with local American actual conflict. How this conflict is reduced to a minimum, so as to achieve the progressive unification of the American local practices with global standards, is placed in the HI-TEC them in front of a long-term problems.

“New Marketing” Text / reporter Cao Zhaoxia from Beijing

With the 2008 Beijing Olympic Games approaching, Gan Ming Kee’s heart is full of confidence, but also feel the pressure. Advanced manager of Adidas Greater China sports marketing, his work mainly three: approached cooperation with China in 2007 Women’s World Cup organizing committee, the 2007 Shanghai Special Olympics World Games Organizing Committee and the Beijing Organizing Committee for the Games of the XXIX Olympiad in 2008 details. Adidas is the official sports equipment partner of the Beijing Olympic Organizing Committee, in these three events, the Olympic Games occupy a very important position in sports marketing for Adidas. Gan Ming Kee can not wait one day to 36 hours, and all sorts of things to be worked out. Get more marketing ideas here: http://retractable-banner-stands.com/retractable_banner/retractable-banner-23inches-eco.html

Interpretation of the two channels the brand concept

Find the connotation of the brand with consumers on contact, the the Olympic marketing success of the first step. Moment from the 2001 Beijing won the bid, Adidas in thinking about how to be more effective application of this platform. In 2004, Adidas launched the brand concept, “Nothing is impossible” Today, they use closer to consumers depth interpretation of this concept, and take advantage of the nearly 3000 retail terminals across the country to interact with consumers.

Media and store Adidas brand with consumers docking of two important channels “Gan Ming Kee said, the beginning of the year, Adidas” not impossible “as the theme, the completion of the 18 versions, respectively, for 60 seconds and 30 seconds of commercials, the protagonist addition to the contract with Adidas before the England football superstar David Beckham, NBA All-Star players Arenas world superstar deliberately chosen two sports athlete, and a British children not known but has a dream football team, this closer to the largest base of Chinese consumers and the general public. Beginning in March, the Chinese consumers through media such as TV, Internet, print media to share these “impossible” story, appreciate the Adidas Banner of ingenuity explain.

In March, Adidas launched a comprehensive branding campaign, the Chinese audience can see their familiar faces-finalists Lawrence Best New Artist of the Chinese women’s football players Ma Xiaoxu, tennis newcomer Peng Shuai. They use a pen, and hand-drawn pictures and text to tell their life story how to overcome the “impossible” in the process of growing up, inspire ordinary people to fight for their dreams. , Peng Shuai story is very attractive: on the screen, a cartoon girl is with a tennis racket Dianzhuo a red heart, lost in pain. Original, Peng Shuai in the heart of the problem, but her love of tennis, how to choose between health and career? Followed by a series of picture her after hesitation, firm belief, the success of the process, the last freeze in the line of eye-catching red font: “Believe in yourself, follow your heart away.”

It is reported that more than 30 well-known athletes around the world to tell their own stories, including David Beckham and Arenas, “Nothing is impossible,” the theme of each story to explain in plain view. Audience in taste these stories, but also quietly accepted connotation of the Adidas brand.

In addition to the true feelings of the “story” commercials, consumers can nearly 3000 Adidas store, share, experience Adidas products specially made for the Olympics, these products bearing the Olympic logo and Adidas LOGO Retractable Banners. Gan Ming Kee revealed that in order to meet the 2008 Beijing Olympics, Adidas will be the end of this year, early next year in China invested heavily in the establishment of the the Adidas world’s largest flagship store, in addition to the conventional product sales, will also provide new, state-of-the-art equipment, and consumer interaction, enhance the sense of the consumer experience.

According to reports, Adidas is the only one that can be printed on the Beijing Olympic licensed sports apparel products own LOGO enterprises, these licensed products can not only buy Adidas store in Beijing Olympic Organizing Committee under the franchise stores purchase . On the one hand the “privilege” of the Beijing Olympic Organizing Committee official sports equipment partners, on the one hand, the distribution of a wide range of sales channels, making the Adidas brand reach more far-reaching extension of the general public.

force Asian specialties Olympic marketing

As multinationals in hand with the Olympics 80 years, Adidas has enough experience and resources to Organizing the 2008 Beijing Olympic marketing, however, it has not satisfied the existing. Upcoming Olympic Games, in Asia, especially China into Adidas position of the focus in the next few years, it will have to spend more energy, more financial wary moneymaker This is expected to bring huge business opportunities.

“For us, the 2008 Beijing Olympic Games, is a leapfrog development platform.” Adidas Chairman and CEO Herbert. Heiner bluntly, in China in 2010, Adidas is expected to achieve a sales target of 1 billion euros; through the pull of the Olympics in 2010 Adidas in global sales is expected to reach 10 billion euros.

“The Chinese consumer demand for sports and leisure products is very large, we will sooner or later reach this goal, but the Olympic Games can act as a catalyst, can shorten this time, we look forward to the coming of the Olympic Games.” Gan Ming Kee said.

Adidas during the 2008 Olympic Games in Beijing for the Olympic Games, the Paralympic Games for all staff and technical officials to provide equipment, receiving awards will be for the Chinese athletes won a medal in the Olympics, Adidas company specially set up Asia Design Center, developed with the Beijing Olympic Games and the Adidas the double logo sportswear souvenirs. “These Olympics authorized product design, has injected a lot of Chinese elements,” said Adidas a working staff, “and a special design concept fusion 2008 Beijing Olympic Games, the unique elements, such as Fuwa, and 28 the game’s logo and other.”

“Although the sport is a cross-culture of mankind common language, but with Beijing’s cooperation activities, Adidas will be mixed with more Chinese characteristics.” Hainer said, compared with the previous Olympic cooperation, this time with the cooperation of the Beijing Olympic Games will certainly be different. ”

In marketing, although before the Adidas sports marketing department and marketing department, but still set up a special Olympic marketing department, specifically responsible for the marketing of the 2008 Beijing Olympic Games. Recently, Adidas is also in conjunction with the Beijing Olympic Organizing Committee organized a design contest receiving awards, the purpose is to “let the Chinese athletes on the podium at the Beijing Olympics, put on national characteristics, brought together the wisdom of the Chinese clothing. It is reported that this design contest participants enthusiastically, including Chinese volleyball athlete Zhou Suhong, Tang Miao.

Hainer said Adidas’s open call to the world design, is to let the Chinese people around the world have the opportunity to participate, to experience, to share the Olympic. “I believe that the final selection of works, must both Chinese national characteristics, but also to win the favor of the world.”

※ plot future brand overlord

Increase sales only sponsor one of the purposes of the Olympic Games and, more important, like a perfect springboard, the 2008 Beijing Olympics, Adidas will use it to accelerate the realization of the dream of the first sports brand.

“Revenue cooperation with the Olympic Games can not be measured simply in terms of sales, from a macro perspective, the Chinese consumer support and enthusiasm for the 2008 Beijing Olympic Games in history is difficult to see, although when the previous Olympic Games, the host city has a warm , but not so strong in the restaurant, on the street, you will be able to feel. “Gan Ming Kee said,” We believe that a company rooted in China, this is a once-in-a-lifetime opportunity to become part of China to show the world we are value this Chinese consumers can really witness the historical moment. ”

Obviously, Adidas 2008 Beijing Olympics as the best brand development opportunities. Heiner set plan, in 2008, Adidas to become the first Chinese sports brand; 2010, Adidas to become Asia’s largest sports brand. Although Adidas, Japan, India, Indonesia and other countries in Asia, has become the number one sports apparel brand Adidas to achieve their own goals, but not open around the old rivals Nike and local star Li Ning.

Has exclusive Olympic sponsorship Banner rights, to become peer competing brands Heights. Heiner has stated publicly: “We will at all costs, to fight for the rights.” It is understood that Nike own exit Olympic bid to give more opportunities Adidas repulsed ready to pay 1 billion yuan Li Ning, the final by virtue of 1.3 billion yuan, to take under the sponsorship rights.

“Sponsorship fee is only the beginning of the Olympic marketing, although there is no fixed amount of the equation, but in general, if you invest a dollar sponsorship after also need 2 to 3 dollars to do the promotion. Starting in 2005 we will continually do to promote things Gan Ming Kee said.

However, the road is not flat in front of the Adidas. Recently, Nike organized the “capital basketball Master – Street Basketball Challenge Registration is hot. Close to 2008, Nike launched in Beijing sports marketing activities, can not but make people think. Nike founder Knight had such a vision of the Chinese market: “two billion feet in China too! We have to let them all wearing Nike” Nike is now the first brand of Chinese sporting goods market, Adidas in China, the most powerful opponent . In addition, Li Ning, though it did not get the sponsorship rights for the Olympic Games, but as a national brand in China, its market performance has always been remarkable. Despite the loss of the “license” Olympic sponsorship, Li Ning or take a curve marketing strategy: cooperation with CCTV sports channel, so that all relevant staff are to wear clothing with Li Ning logo; shortly before the 2008 and 2010 Swedish Olympic delegation’s official clothing supplier. , Li Ning has Spanish men and women basketball team the the Argentina Basketball Association, the NBA (Li Ning is the NBA’s official marketing partner in China, Adidas is the NBA’s official sport in the world partners, the NBA players, ball card game service play service is provided by Adidas), the Sudan sports such as track and field team resources, added the important weight of the Swedish Olympic delegation.

How to beat his opponent in the Olympic marketing campaign, Gan Ming Kee said: “Let us say beat his opponent, this is just a part of our Olympic strategy, more importantly, how to cooperate with BOCOG, accomplishing a successful Olympic Games, and we believe that this Olympic Games is an important page in the history of China, we must do the best, if you do the best, naturally beat the competition. “He believes that Olympic marketing is not only able to drive sales, bring in the market circles The brand image is more important, the Olympics is a good branding and communication platform, is the brand’s long-term investment.

In addition, within Adidas has a detailed plan on how to spread during the Olympic Games brand and promote products. “For example, brand recognition, how many people can say that we are a sponsor of the Olympics, Olympic sales of tailor-made products, as well as our internal Olympic part of how to motivate employees, we have indicators.” Data provided by the According to Adidas survey company, During the preparation for the Olympics, the Adidas brand awareness and reputation has increased, “We believe that the influencing factors of the investment is very large.

depth “marriage”

As a partner of the Beijing Olympic Organizing Committee official sports equipment, Adidas also enjoy the depth of the interests of the “marriage”.

Adidas clothing, this kind of “marriage” is divided into three levels: the first level for the Beijing Olympic Organizing Committee, all Chinese athletes, volunteers, torch escorts, officials will be dressed in specially designed with Chinese characteristics. costume design is still kept in secret. The second level, in cooperation with the Beijing 2008 Olympic Games, Chinese sports delegation, athletes accept the award and equipment provided by Adidas. Third level of cooperation with the Chinese Football Association, the Volleyball Association Judo Association, which co-operation with the Chinese Football Association for 26 years; while the women’s volleyball team has an extremely important role in the Chinese sports delegation, is sure to become the the Olympics worldwide attention in 2008 focus. Adidas also signed an agreement with a lot of sports stars such as Ma Xiaoxu, Peng Shuai, Zheng Zhi, Hu Jia, Adidas in all aspects of the Olympic marketing point of contact.

It is worth mentioning that there are Adidas’s Reebok brand’s spokesperson Yao Ming. Heiner more than once referred to Yao Ming: “among the players, we have a lot of good representatives, such as Yao Ming, he has a very good image in China with irresistible influence.” It can be predicted that Yao Ming will become smitten with Adidas The trump card in the 2008 Beijing Olympic Games.

In addition, in 28 of the Beijing Olympic Games in the game project, in addition to the sailing and equestrian, Adidas will athletes race in 26 products of the professional game.

Adidas by most broad and deep the tentacles, support from the 2008 Olympic marketing platform. “About 20 years in the real commercialization of the Olympic marketing, sports marketing and other Banner marketing methods most different thing is filled with 100% passion.” Gan Ming Qi said, “how such sentiments into good impression of the brand and desire to purchase, Adidas’s experience is more valuable, such as brand building by athletes wearing Adidas clothing and public contact, good service Organizing Committee of the products have been demonstrated, but more important is to provide athletes with the best sports equipment. assist in the game, they have the best performance ─ ─ this is from the 1928 Amsterdam Olympics, we provide athletes with the first pair of spikes, the concept has never changed. “

(1) offset: all kinds of color samples, wall calendars, desk calendars, packaging, brochures, posters, beautiful pictures, handbag, letterheads, envelopes, packaging boxes, bags, packaging, advertising paper brochure, glass decoration, tickets.
(2) leather plates: all kinds of rubber, plastics, PVC leather trademark, decorations, zipper head labels, key-rings, medals.
(3) the embroideries: computer machine silk all kinds of cutting edge, seaming, graphic trademark, decorative label, satin bags.
(4) the embossed: various clothing hang tags, self-adhesive stickers, barcode, plastic Crystal drops, laser anti-counterfeiting label.
(5) printing: screen printed ribbons, non-woven fabrics, fabrics with trademarks, logos, PVC plastic, and processing.
(6) the machine prints: all kinds of colored ribbons, trademarks, marking. Wash mark, reel adhesive, featured non-woven belt.
Applications of printer could be found here at retractable-banner-stands.com by One Group. Sanjing inverter duplicator professional support features:
1, smooth low-frequency large torque, output
2, high control precision
3, high performance vector control
4, RS485 serial interface to achieve more than one control
5, replace the DC speed control and servo control

Retractable Banner Stands printing machine maintenance and precautions
(A) maintenance of inkjet printers
1, must make sure that the printer has a stable work platform, do not place anything on top of the printer.
2, the printer must be turned off when you print its front cover, to prevent dust from entering the tank or other hard substances hinder the movement of printer trolley.
3, prohibited Live-plug the printer cable, this will damage the printer port and the PC’s parallel port, in serious cases, can damage PC boards.
4, if the printed output is not very clear, available printer automatic cleaning feature cleaning nozzles.
5, when the print head does not return to its original position when you power on again, the printer will first allow the print head back to the initial position, then head cleaning operations, and will therefore cause unnecessary waste of ink. Method of solving this problem is frequently on the waveguide axis dust off the lubrication and guide axis (good mobility choice of lubricants, such as sewing machine oil), to ensure that the surrounding environment clean.
(B) the nozzle cleaning method 6+1
“6″:
Method 1: power on, power on, self-test, use the automatic cleaning of printer properties, OK!
Method 2: If method 1 does not work, use the repair software powerful cleaning, OK!
Method 3: If method 2 does not help, color printing machine power off, unplug the power and plug, connect the computer data cable,
Then please drop cleaning liquid on the dust-free paper, pull the nozzle to an intermediate location, curtain nozzle surface (nurse cannot clean the nozzles when nozzle), 5, 6 minutes, then head back to the original point, then follow method 1, or if the method 2,OK!
Method 4: If method 3 does not help, color printing machine power off, unplug the power and plug, connect the computer data cable, please head over to the original (rightmost) in waste water bottle with a large syringe suction force; see waste ink dripping, then follow method 1, or if the method 2,OK!
Method 5: If method 4 also no words, please view which color or that several color does not out ink, determines which color, such as yellow out ink poor, printing machine power, pulled out power, plug, connection computer data line, on in yellow ink bottle of intake mouth, side gently of with syringes playing air (avoid syringe air return, caused ink return or forced had fierce general ink SAC blowing broken), side view nozzle surface, see whether has about 2~3 drops ink, again with drops has cleaning liquid of no dust paper, Gently dip the ink off nozzle surface, moved back to the original point nozzle, in accordance with the mode 1, or method 2,OK!
Method 6: If the above method is OK, use foam sprinkler law, bubble after it, then follow method 1, or if the method 2,OK!

Overview
Banner Stands printing machine breakthrough digital printing technology bottlenecks, realized the true meaning of a print, without plate, full color images at once. Very low printing costs, and high quality print results than traditional printing system for easy, very little investment, and limited operation manner of digital space, making the system more market prospects. Is the best complement to traditional printing, is the replacement of traditional printing products.

Advantages of Banner Stand printing machines
Banner Stand printing press with very little investment, very low printing costs, print dimensions can be selected, high printing quality, small footprint, fewer operators and very low running costs, printing material thickness of the type selectivity, have great investment advantages. Coupled with professional Banner Stands printing ink, you can implement a gorgeous color saturation, color gamut is wide, transitional, and goes far beyond traditional print effects. Compared with the expensive Banner Stand quick printing machine abroad, with less investment, quick, deep direct printing Banner Stand printing machines is that you engage in physical and Banner Stand quick printing industry preferred.
Banner Stand printing presses to print, long, thick platform allows printing length up to 100cm, thickness 20cm. Incredible market space rocks, shells, plates, bamboo craft, mobile phones, cups, lighters, key, stationery, notebooks, CD player, MP3, Crystal badge, smart cards, business cards, card. Chiu, plaque, flowers, couples set, CD sth Printed cover personal items, gift stationery, Office supplies, signs, home improvement building materials, fabric flowers, dozens of kinds of tens of thousands of items such as clothing shoes and hats.

Banner Stand printer errors
1, high cost
Cost usually is composed of three elements: depreciation, materials, artificial. But Banner Stand system of height automation, will in must degree Shang reduced artificial costs of expenditure; device of depreciation, by purchase device Shi of investment by decided; material cost, to ink powder type media for cases, now of Banner Stand machine more is drum powder separation of, and most device drum of life are in hundreds of thousands of Zhang above, powder of price should as application of expanded and gradually reduced; relative traditional offset, Banner Stand printing without plate, so will save plate costs. It is worth mentioning that, along with the increase in users, technology maturation, Banner Stand printing presses of the overall price level has decreased. It also makes the cost of Banner Stand printing under control, get more customers to accept Banner Stand printing.
2, the product cannot be long-term retention
First of all, you can make your own experiments, look at the difference of Banner Stand printing products of the printing press to save time. Using traditional printing ink, e-ink, toner, printing products in the Sun, after a few days you will find Banner Stand press print printing quality durability better than traditional ink prints color.
Secondly, many people believe that the Retractable Banner Stand printer now prints like a printed piece of traditional laser printer and copier prints do not have long to save. This is not the case, to dry toner, for example, as Banner Stand presses to print high resolution continue to improve, now Banner Stand printing press used toner particles more than conventional copiers and laser printers use fine, high temperature melting process, toner can dissolve like ink on the paper slot.
3, Banner Stand printing is the process of a simple Banner Stand
Due to the Retractable Banner Stands printing process is printed directly from your computer, or printed on a paper (Computer-to-Paper), requires a Banner Stand printing press with make-up, correction, binding, automation of the whole process. Software are essential features of the system.
4 quality of printing, Banner Stand printing press
Although due to the mechanical structure, the use of consumables is different as a result of Banner Stand print quality at present cannot for the time being and traditional printing is fully in line, but overall, with the continuous improvement of imaging systems, imaging and accuracy improvement of output resolution, medium tolerance enhanced, now the manufacturer launched the Banner Stand printing machine can meet the demands of high-end printing, and also to better direction. Multi-color Banner Stand printing systems more and more particularly, at the same time four-or even six-color, spot-color printing is also able to meet.

Retractable Banner Stand printing is the printing of digital inkjet technology. Generally refers to the entire process of some or all of the printing. For example: laser phototypesetting, remote, digital sampling, computer to plate, digital workflow, ERP, printing plant, fall within the scope of Retractable Banners printing.

Digital printing: cross-media publishing, and Web publishing. With a set of digital content through a variety of media, that is, cross-media publishing, for example, the same file can be printed not only on paper, in the form of newspapers, books published (paper press release), can also at anytime, anywhere on any device over the network to generate, manage, and publish high fidelity, robust, interactive, personalized ONEgroup Retractable Banner graphic print.

From the point of view of printing are information processing, processing of multiple output will make higher demands on development of Banner printing technology.

Retractable Banner Stand print II: digital systems

What is a printing system? digital printing is a printing process of digitization and networking of the system technology, covering computer to plate, digital workflow, Banner Stands printing, on-demand, quick printing technology, the printing industry to adapt to the inevitable trend of development in the information age.

Retractable Banner Stand printing has three: Farewell lead and fire

Farewell lead and fire phase, implemented using electronic publishing system to replace the traditional type of layout, transformed the traditional operation of publishing technologies and environment, laying a foundation for publishing and printing, I should say are important milestones in the development of printing technology. Electronic publishing system has significance not only for the development of farewell lead and fire, but more important is for printing laid the Foundation for the long-term development is of great significance.

Retractable Banner Stand printing has four: release offsite

A dozen years ago, readers cannot see offsite daily, published on the day, especially in remote areas, often it changes news, let alone the timeliness of news. Offsite communications technology to replace traditional publishing printed version of transmission, greatly improving the timeliness and accuracy of the offsite publication. Also laid the foundations for today’s distributed network printing.

Five Retractable Banner Stand printing: color and images

Desktop color publishing system can replace electronic arguing-bed like it was yesterday, with, separation technology of image processing technology, image, color management, image scanning technology technology development such as information exchange, this argument has become history. Desktop publishing system to enhance the color in color in one process efficiency, and the art and published in conjunction with organic, makes in the publishing and printing, we have the creative design, the simple process of information transfer into a kind of art.

Retractable Banner Stand printing of six: say goodbye to paper and pen

Editing and publishing network technology, network technology, information tracking technologies, exchange of information and development of technology, information technology, makes use of computer and networking technology publishing editing Retractable Banners possible. This belongs to the digital publishing technology development phase, it is the most important for the entire digital publishing print and cross-media publishing across the key step.

Retractable Banner Stand printing has seven: efficiency, quality, and management

When you open any of the technology in this industry-related publications, computer to plate (CTP), film scanning, digitizing work processes (WORKFLOW), Retractable Banner Stand proofing and remote proofing and printing plant operation and management system, many described, fast-printing on demand, which is to achieve the printing and publication of high efficiency, high quality and management goals.

Second, event objects
Activity is the target market of each individual or a specific group? the activity control in how buildings? which people are the main objectives of the promotion? who is a secondary goal of a promotion? correctness of those choices will directly affects the final result of promotions.

Three activity theme
In this section, primarily addresses two issues:
1, 2, packaging activities determine the active theme theme
Price? price discounts? gifts? drawing? coupon? service promotions? show promotions? consumption credit? or other Retractable Banner promotional tools? what kind of Retractable Banners promotional tool and select what kind of Retractable Banners promotional themes, to take into account the objective of the activity, competitive conditions and the environment and the promotion of the cost budget and allocation.
After you have determined the theme of art to the extent possible “flag of tiger skin and big”, downplay the commercial purposes of promotions, bring activities closer to consumers, more hit with consumers.
This part is the core elements of the program of Retractable Banners promotional activities, should be innovative, active with awesome power and exclusivity.

Four way, activities
This section focuses on specific activities. There are two issues to focus on:
1, the identification of partners: pull on Government backing, is also hung up the media “sheepshead” to sell of “dog meat”? is the manufacturer alone, is also and the dealers work together? or joint promotions with other manufacturers? and the Government or media, helps to rely and campaigned; or other manufacturers and dealers joint can consolidate resources, reduce costs and risks.
2, determine the degree of stimulation: promotions to be successful, it is important to make the activity stimulating force, can stimulate the participation of the target object. Stimulate higher levels, promoting sales of larger reaction. But there is also marginal effects of this stimulus. Must therefore be based on analysis and summary Retractable Banners promotional practice, taking into account the objective market environment determines the appropriate level of stimulation and the corresponding costs of inputs. Composition of the hourly rate Retractable Banner production cost.
Five, activity time and place
Properly selected the time and place of the promotions will do more with less, poorly chosen is thankless. In time to allow consumers free participation also in place allowing consumers easier, but also beforehand Chengguan, the industrial and commercial sectors such as communication is good. Launching Retractable Banners promotional campaigns not only time and place are important, how long time effect at best, in-depth analysis. Duration is too short will result in repeat purchase cannot be achieved within this time, many cannot achieve the benefits should be; the duration is too long, and would lead to high costs and market-no heat, and reduce the fetch in customers ‘ minds.
Six, advertising fits
A successful promotion, Omni-directional advertising fit is required. Choose what kind of advertising creative and expressive? what kind of media hype? which means that different audiences arrival rates and costs of inputs.
VII preparation
Preparation in three blocks:
1 2, personnel arrangements, material preparation 3, pilot program
In respect of personnel arrangements to “everyone there, everything was tube”, no gaps, no crossover points. Who is responsible for communication with the Government, the media? who is responsible for writing copy-writing? who is responsible for site management? who was responsible for the gift issue? who is responsible for customer complaints? you want to consider all aspects of, or out of trouble on different pretexts, balanced program.
In terms of material prepared, big and small, large vehicles, small screws that are listed, and then press the inventory, sure, otherwise inevitably lead to the bustle at the scene. Is particularly important, because the activity program is determined on the basis of experience, it is necessary to carry out the necessary tests to determine Retractable Banners promotional tool of choice is correct, stimulating degree the suitability of existing channels are ideal. Tests can be is to ask consumers, fill in the questionnaire or in a specific region of pilot programs.
Eight, the medium-term actions
Medium-term actions are mainly controlled discipline and field of activity. Discipline is the guarantee of persons hors de combat, is a prerequisite for perfect implementation of the program, on all aspects of personnel involved in the activities in the program disciplines detailed provisions. Control all aspects of arrangements is clear, to be busy without messy, orderly. Retractable Banner printing and graphic design technique at the same time, in the implementation of the programme, it is timely to adjust the line of Retractable Banners promotional range, strength, and focus, maintain control of marketing programs.
Nine, later extension
Late renewal of major media publicity issues, this event will follow the ways in which media publicity? brain Platinum is past master in this regard, even if one isn’t successful promotions will FRY was unprecedented in the media.
Ten, expense budget
No interest, no raison d ‘ etre. Retractable Banners promotional activities should make budgetary inputs and outputs. When love multi-VCD “sunshine action plan b” failed because there was no budget in the cost until after the activity carried out, only to find the plan companies have no financial support. A good Retractable Banners promotional activities, a good ideas alone are not enough.
XI, accident prevention
Every activity has some accidents may occur. Such as intervention in the Government sector, consumer complaints, and even weather mutations leading to outdoor Retractable Banners promotional events cannot continue, and so on. Various unexpected events that may occur must be made the preparations for all necessary human, material and financial resources.
12, the effect estimates
Predict the event will achieve the kind of results to facilitate activities compared with the actual situation of the end, timing from the level of stimulation, promotion, Retractable Banners promotional media summary, success and failure points.

7 days to sell 1.2 million, a limited auction of the first book into the Sina … … Guo’s “Little Time 2.0″ was published, wedding repeatedly hit, publishers simply do the field “star festival” celebration for him. Wedding ceremony still continued, “Small Time 1.0″ film rights were signed to the Forbidden City Film, another laugh, and others to join in the Tang. The guests are the biggest brand comes as Han Hong, the elder sister of a music scene to the pursuit of Guo, “he wrote the lyrics for me, flatter me, he is the vanguard of young writers.”

Han Hong is holding flowers in the scene, active from Guo for her new album title song “listen to my voice,” wrote the lyrics, and nominated a list of the best lyrics in the song award. “I know a young man, the small four is a particularly talented people, the first cooperation is” A swordsman Food of Love “, I get spectrum, a look, do not know what the word written in such a domineering man, is calm domineering, not arrogant, so I am particularly shocked. Some people say he is a young writer, I said thirties it? when he was only 20 years old. I collapse. ”

HAN side of the holding time of Guo Guo was only listening in the next smile, the occasional back a few. But chatting about his new book of popular, Guo is not modest, “the book sold well is expected, because on one of the bedding, while another book out 4 months later, it is 7 years the Department written work. “Guo said that he did because a few books make a lot of money,” China has always held scholars shabby, in fact, writer and jobs, making money is not wrong, this is the respect of scholars, such as in Dan. Although How much money can not represent the works of good and bad, but this is certainly the efforts, I will a higher literary value to the work forward. I was a writer, not an artist. ”

Guo in the media have always maintained that before the “official” smile, even if he was asked sharp questions. Yu asked, and along with such friends as “illiterate” it, “I still know the words to, huh, huh. Each person work on my attitude is different, some people do not like, there are like, Otherwise, do not 1.2 million. “Guo did not forget the figures pointed to a poster,” The state of my culture, is written novels, good magazine, so that more young people to play the platform. ”

Speaking of the forthcoming end of the year shown in the “small time 1.0″, Guo said, there will be attractive men and women in Hong Kong and Asia to join, “is certainly a little fashion actor, I think this movie will be closer to the young. Shek Kang’s” struggle “After all, the eyes of a generation is looking at our generation.”

Ran all the way to go to Beijing suburbs annual thank Chinese world, and many media are directed at Han Han come. His new magazine, “solo group” Retractable Banners youth mixed in with a bunch of literary works, and is not visible, Retractable Banner Stand read, in January 2010 produced. But Han says, publication time, nowhere in sight. “I want to speak for a larger scale, can not make this magazine even the” most novel “does not like it.”

“I can not tell you what time to read this book. Press pass too wide scale, scale too tight I do not want, I certainly hope that the sooner the better, because the longer the delay, I am actually a drain on the the more money. “Han says, do magazine this matter and he had to do something than from a technical point of view is the simplest. “If I feel I work hard enough, I could be out a month a variety of literary magazines, you can earn a lot of money. But in fact had a long time now, after about 8 months, magazines not available, there are a lot of things need to compromise needs to be done, because I want to give you one of the most free place to speak, I will strive for this goal. when it can not be achieved, I do not think it out temporarily, so in the new year to continue their efforts hope that this magazine come out early. Although merely a literary magazine. “Han says, are afraid of is the magazine for waiting so long, readers look forward to higher and higher, that the greater the disappointment when the magazine.

Han says, a magazine writer in fact should not do, write at home on the good things that will affect individual creativity. “Writers do magazine is very abnormal behavior, the creation of his novels will have a huge impact, because there are many trivial things to do.”

“Solo Mission” is said the first phase of the first printing of 30 million, “This is my partner of print grand literature, we discuss the world after the Chinese set out, and the market should be more appropriate.” Han says. As for the magazine audience, Han said, people will see their own favorite, “My little interactive magazines and readers, not necessarily what I think should be interactive. I will not pull a group of not always reading people look at magazines. Why should we pull them? them to see what networks are just as happy, but also look very happy. “

1. “Dreams come true today.” CCB held in December every year a lucky draw activities cardholder, the cardholder then single card spending up to 188 yuan effective and above can get a lucky draw chance, the effective single card over 188 times more consumption, the more chance to win Great. Fortunately, the cardholder will be personally went to the European concept of race, club visits, access to players signed memorabilia and other valuable places.

2. “Share the joy of victory.” Retractable Banner Stands promoting Credit cards issued Championship clubs in the European Champions Cup and the UEFA Cup match win every game made, then goal difference in the number of games as the club card cardholder spending the day before the effective doubling of multiple points (up to 4 times), cardholders receive bonus points.

3. “Gift of genuine integration.” Consumer credit card holders Championship, exclusive Championship points credit card gifts, convertible shirt, boots and other European clubs official licensed commemorative gift.

4. “Treasure commemorative book.” China Construction Bank issued a very exclusive collection of the value of “Championship Commemorative Card Collection” (including the club souvenir card). Cardholders then Championship card consumer credit card effective total of 3 million or above, you can receive free of charge.

To set a championship football card brand, and actively create market momentum, the head office will be in the mainstream networks and video media publicity campaign launch, while the head office products specially produced promotional brochures, posters , Retractable Banners, wide publicity video (CD recently issued).

Other matters

1. The card type and currency

Championship cards are Puka, CUP single currency RMB credit card. As the champion football card is a combination of products, when the line data entry input strictly in accordance with entry rules, to prevent the card by mistake.

2. Charges

Preferential annual fee of three items for the annual consumption of the year free annual fee, less than 3 document to an annual fee, annual fee income recorded in the following year; the main incentives attached to the same annual fee. Annual fee set by the system automatically, without any side branch operations, other charges with standard credit Capka Dragon. The line card marketing to strictly adhere to this time is different from the usual annual fee policy must not mislead customers.

3. Bid rules

Customers can also bid to host the Championship football club championship standard card and a card club credit card (team logos and player commemorative edition, or in which a total of two, the same below), or only bid for the standard card or a championship football club credit card, customers can also bid to host the multi-club card. The Bank sign review, approving the grant check.

4. Levy trial standards

Football cards featuring the standard title examination standards in accordance with Dragon credit card levy Students Capka and Dragon trial standards, the line input when using the card type to accurately code (Entry Rules Annex 3). Students apply for customers to do cards, special cards to be used with other types of code to accurately distinguish between customers.

Products

Championship card into Championship football club championship standard cards and card-AC Milan football cards, football cards Real Madrid, Barcelona football cards, football cards Liverpool. After the head office will also continue to introduce other award honors champion football club credit card.

1, champion football fans for the domestic standard card issued, the card surface is the most exciting football volley action, supplemented by colorful rainbow background, a symbol not experienced rain, rainbow spirit of hard struggle to convey the Chinese football fans look forward to the early take-off sports performance aspirations.

2, championship football club card

- AC Milan football card is a 109-year history of Italian football club AC Milan football-themed championship card, the club now has won 14 Serie A champion, 7 times European Champions League titles and other honors.

- Real Madrid Card is a 106-year history of the Spanish football club Real Madrid football-themed championship card, the club now has won 31 times La Liga Champions, 9 Champions League titles and other honors.

- Barcelona football card is a 109-year-old football club Barcelona, Spain, the theme of the championship football cards, the club now has won 17 times La Liga Champions, European Champions League title two second-class honors.

- Liverpool football card is a 116-year history of Liverpool Football Club of England as the theme of the championship football cards, the club now has won 18 England’s top soccer league champion, 5 times European Champions League titles and other honors.

To further expand the product market influence with Retractable Banner Stand, to create a warm atmosphere to market, the head office in September 2009 before the public release of this year’s champion soccer club card issuing commemorative set of market players, the card face to the most representative of the club superstar the main screen, many players meet the urgent desire of fans.

Customers can also bid to host the Championship football club championship standard card and a card club credit card (team logos and player commemorative edition, or in which a total of two, the same below), or only bid for the standard card or a championship football club credit card, customers can also bid to host the multi-club card.