Research On The Optimization Of Brand Marketing Strategy Of T Group

T Group is an internationally renowned luxury leather manufacturing group,whose products cover footwear,leather products,garments and accessories,with more than 400 stores worldwide.COVID-19 starting from the end of 2019 and corresponding control measures have triggered changes in people’s consumption habits around the world,and inevitably affected the normal operation and development of T Group.In the complex economic environment,T Group face to adapt to the rapidly changing market,find its own brand positioning,optimize its brand marketing strategy,create brand equity,enhance brand image,and achieve the differentiation of competition with the top brands.Analysis the status of the luxury industry and the brands to find out the competitiveness of brands.Through to the luxury industry veteran practitioners focus group interviews,and questionnaire research method,combining the theory of brand marketing classical theory including the brand positioning,brand equity,integrated marketing communications and indirect brand association,to make realistic suggestions suitable for the Chinese marketing strategy.The conclusions of this paper include:accelerate the localization of the brand in China around the brand development goal,make the brand positioning more clearly adapt to the needs of the young generation of consumers.Optimize product design patent protection,design and Oriental aesthetic fit the Chinese style products.Combine the characteristics of Chinese consumers to develop products and build a pyramid model.Increase offline brand experience with consumers,add online sales forms,and improve the brand’s official website payment,logistics and distribution services.Improve the brand official website shopping experience.Develop the diversified brand communication channels and choose diversified vertical platforms for cooperation.Select suitable young elements,select spokespersons with high brand matching degree,and combine public welfare activities to enhance social prestige in China.In addition,we will mobilize internal human resources,technology,legal affairs,finance and logistics departments ect.,and cooperate with brand consumers to build strong brand equity and create more value for consumers and enterprises.The significance of this study is to help T Group carry out brand marketing activities in the Chinese market and put forward targeted strategy optimization plans,Enable T Group luxury brands to establish brand equity in the Chinese market more quickly and perfectly.At the same time,it also provides reference for overseas luxury groups to enter the Chinese market.