Research On The Integrated Marketing Communication Of Clothing National Trendy Brands

In recent years,as China’s comprehensive strength has improved,consumer demand has shifted to domestic demand,and the national self-confidence and cultural identity of the people have been gradually released.A large number of Chinese brands have taken advantage of the "national trend" to upgrade their brand image and reinvent their brand vitality.In the growing national trend market,apparel national trend brands occupy an important position,emerging Li Ning,Bosideng and other strong brands.Especially after the Xinjiang cotton incident,the attention of Chinese apparel brands has been sharply increased.However,as a senior national brand,Li Ning has also faced brand aging,inventory backlog,poor revenue efficiency and other problems.What exactly is the reason for Li Ning’s strong rise in this wave of national products? Is there any reference to Chinese apparel brands? What improvements need to be made in the future development? These are all questions worth exploring.In view of this,this paper selects Li Ning brand as the research object,and uses positioning theory to analyze the reasons and specific practices of Li Ning brand’s national trend positioning transformation.At the same time,combined with the integrated marketing communication theory,the integrated marketing communication practice of Li Ning brand after positioning transformation is explored.In order to verify the effectiveness of its integrated marketing communication strategy after the transformation,this paper also adopts a questionnaire survey to investigate the effect of integrated marketing communication of Li Ning brand around three levels of audience’s cognition,attitude and behavior.The survey found that Li Ning brand national trend positioning is accurate,high visibility,respondents have a good overall evaluation of Li Ning brand and high brand loyalty,but less participation in offline activities of Li Ning brand,insufficient awareness of the label of Li Ning fashion trend,and not deep understanding of Li Ning brand as a whole.The reason for this is that there are mainly problems such as insufficient transformation,unsatisfactory advertising communication effect and disconnection between online and offline communication.Based on the above problems and the transformation experience of Li Ning brand,this paper proposes the optimization strategies for the apparel national trend brand from four dimensions: firstly,to clarify the strategic positioning;secondly,to innovate the communication content,including upgrading the propaganda discourse system,shaping the brand personality,and differentiating the communication content according to the characteristics of the media;thirdly,to upgrade the communication means,specifically including establishing the mental flow The third is to upgrade the communication means,which includes establishing the mental flow thinking,selecting the suitable advertising type,integrating the brand contact point,and improving the offline activity mode;the fourth is to differentiate the communication channels,including finding the right communication platform,attaching importance to KOL power,and seeking cross-border cooperation.It is expected to provide reference value for the future development of Li Ning and other apparel national trend brands.