Research On The Brand Communication Strategy Of Domestic Down Jacket Brands Under The Background Of Consumption Upgrading

With the steady development of economy and the continuous improvement of national income,China has entered a new stage of the fourth consumption upgrading.The significant improvement in living standard of residents,continuous upgrade and optimization in consumption structure and level,and the willing,concept and patterns of consumption all show the new characteristics in this stage.The consumption upgrading of domestic market brings opportunities and challenges for the development of China's down jacket industry.Domestic down jacket brands should follow the trend of consumption upgrading,adjust their brand development strategy to achieve brand transformation and upgrade.Under the background of consumption upgrading,consumers' demand for down jacket is more diversified.They prefer brands with cultural connotation which match with their own personality,and pursue high-quality consumption experience.Canada Goose,UNIQLO and other brands are well-known to consumers through effective brand marketing communication strategies,so as to occupy the down jacket market.The domestic down jacket brands represented by Bosideng are faced with many difficulties,such as confusing brand positioning,aged brand image,poor information transmission,and lack of competitive advantages in the fierce market competition.Under the background of consumption upgrading,domestic down jacket brands need to combine the brand communication with the strategy of enterprise development,rebuild the brand image and return to the mainstream consumers through adjusting and optimizing the brand communication strategy.Based on the new stage of the fourth consumption upgrading in China,this dissertation analyzes the new characteristics of Chinese residents' consumption,summarizes the development process and current situation of domestic down jacket brands,and discusses the impact of consumption upgrading on the development of domestic down jacket brands and their brand communication activities.On the basis of literature research,through interviews with brand marketers and consumer surveys,this dissertation summarizes the current situation and shortcomings of domestic down jacket brands communication under the background of consumption upgrading.Taking Bosideng as the example,this dissertation combs its history,analyzes its development dilemma and problems in terms of brand communication strategy,and summarizes how Bosideng reshapes its brand image and promotes brand transformation through innovative brand communication strategies.Finally,in view of the existing shortcomings in the domestic down jacket brands communication,combined with the successful experience of Bosideng,this dissertation proposes that they should base on consumers need,pay attention to communication and interaction with consumers,and adopt integrated brand communication strategies.With the following three aspects: following the trend of consumption upgrading and create a clear brand image;communicating with consumers by integrated media channels and aligning brand communication with the overall strategy of corporate;focusing on brand community communication and building high-quality brand reputation.This dissertation points out the optimization direction of brand communication strategy of domestic down jacket,in order to provide some insights for domestic down jacket brands and other domestic brands in development dilemma.