Spain's Barcelona brand "DOSNOVENTA" Focusing on handmade in Italy, they have used their own marketing techniques to blow a new wind into the piste. I want to consider their global marketing method. First of all, the rise of the rise is the new fall of 2012. It was when they announced their first region movie "DSNV RUNS NYC".

Vimeo.com The crew from Spain seems to run in NYC, and there were no such systematic and professional movies at the time, so it was very fresh and shocked worldwide. The following year, in 2013, he announced "DSNV RUNS DUBAI" and presented their bicycle and travel on DUBAI, a large city in the Middle East, which no one was noticed at the time.

Vimeo.com Yes, they were new to what they were unconscious, "bicycle"+"journey", but not conceptually existed. Since then, local riders in various parts of the world will be uploaded to Vimeo on the theme of "bicycle"+"journey". Then, in 2014 the following year, that "DSNV RUNS JAPAN", which shook Japan, will be decided.

Vimeo.com At that time, Dosnoventa's name recognition was reasonable in the piste industry, and there were many fans in Japan, so a Japanese travel movie that collected many fans and cut out Japan from their perspective. Last year, in 2015, he traveled a road tour in South California from San Francisco to San Diego, which will be "DSNV RUNS WEST COAST" for more than three weeks.

Vimeo.com As you may have noticed, San Diego, which "DSNV RUNS WEST COAST" is the final destination, also has a Brotures shop, and at the same time there is a grand opening party for Broturs San Diego, but that is. By chance or inevitable. In this way, they traveled to some cities every year, and they broke videos there, but in just 3 or 4 years of such a series of flow, many fans have created many fans. It is a rare brand. BROTURES and their first encounter were one of the Dosnoventa who happened to come to Japan, and happened to be contacted by a friend when studying at Germany, stayed in Japan, and stayed in Japan and played at night. Was it 2011 or 2012? Before DSNV RUNS NYC was performed, they were not well -known, just a small bicycle brand in Spain. However, with each other's charm and potential, Brotures is now the only monopoly importer in the world. It's an interesting life because the nightlife with a foreigner who is not a few years ago has been connected to the present. By the way, the story derailed, but let's get into the main subject. "Why did they become a world -famous brand in the piste industry in such a short period of time?" I personally think it is due to a factor that only a few of them.

Unique to the product

First of all, as I mentioned earlier, we are particular about handmade in Italy, and all production lines are performed by craftsmen in Italy. This sounds very cool, but it doesn't make sense and it's difficult. First of all, producing an Italian craftsman is not an exaggeration to say that it is the most important brand. Because it is not mechanical production, the production date will be quite different depending on the condition of the day and the mood of the craftsman, mass production will not be possible, and production cost will be expensive. As a result, most bicycle brands in the world have moved production bases to Asia, and has achieved mass production, stabilization of production lines, and inexpensive production costs. But Dosnoventa does not try to abandon its commitment, no matter how unusual it is.

Their global branding method

And here is the main subject of this blog. Even if you have such a high -quality content as a brand, it doesn't make sense if you don't know it. There will be many brands that have high quality content (products) in the world. But their difference is that they have a way to convey them to people around the world. Ordinary marketing will be done for each target area. In the United States, American marketing strategies, in Japan in Japan. However, they adopt a common marketing strategy, not by region. It is a region video that anyone in the world mentioned earlier can understand. Movies and music exceed the border, language, and culture. By making full use of these, we have jumped over marketing on the necessary regional units, and have shown their world view to people around the world. And modern technology has worked, and the global marketing tool called SNS has made it possible to convey it to an unspecified number of people who do not identify the region. Of course, if this is the only way, it is a technique that many brands use if you look outside the piste industry, but they were even more important. It is the coolness of the person who creates the brand. It may sound very easy, but this is their essence. DOSNOVENTA is a small group consisting of only four main members in the video. But each is very creative and very attractive. In fact, this is quite enviable for a brand. Many brands have brands, ideals, and images, but they cannot be embodied. That's why I have a model and rider. However, Dosnoventa is a model, a rider, and a successor who conveys the world view and image. This is found by successful brands and companies, and may be Apple's STEVE JOBS and Hiroshi Fujiwara. They are cool, creator groups, and many celebrities and cool people from many industries gather around them. Because they are recognized by Dosnvoenta, if they have been in the industry for a long time and are famous, they will be expanding more and more like a word of mouth. In other words, IT marketing like modern SNS and classical word -of -mouth marketing matched the world. Gaining the word -of -mouth of a celebrity recognized by someone is the most essential and the most difficult thing that you can't buy no matter how much money you give. No matter who you ask, it's the climax of branding to say, "They are Iketel." Many brands are struggling to invest a large amount of money in various places and create cool brands. Sometimes the local marketing, budget, and personnel need, but Dosnoventa has exceeded that. But at the same time, the United States has been struggling a bit. This is because in the United States, the United States, which has a strong street culture, especially on the west coast, is often relatively strong in American supremacy, is less likely to be accepted in the outside world, except for some Mexicans. It is also true that it is difficult to accept. And this year, those who are wondering where they will travel in 2016. That's right. This year is Korea.

From June 10 to 18, we will shoot in South Korea and Seoul. For some reason, correspondents will also bother you from Broturs. And you can see the DOSNOVENTA products on Brotures, so please come and see what such brands make. Dosnoventa