Ye Mao-zhong and OIWAS: The Marketing Wisdom Behind the Legendary Tagline
In the consumer era of information overload, brands have become a key factor in simplifying the decision-making process for consumers. As the core tool of brand communication, advertising slogan is of vital importance. Ye Mao-zhong, the legendary figure in Chinese advertising industry, created the classic slogan "If you can fit it in, the world is yours" for OIWAS, which successfully binds the product function with consumers' emotion in depth, creating a classic case of brand marketing.
Precise Positioning: The Secret to Resonating with Consumers
The core of brand positioning is to establish an emotional connection with consumers. 2008, China's economic take-off, the demand for outbound travel surge, consumer demand has long exceeded the functional properties of the product, but the desire is not only a suitcase for luggage, but also a partner to explore the world.
Capturing this demand, Ye Mao-zhong used the slogan "If you can fit it in, the world is yours" to perfectly combine the product's large-capacity function with consumers' desire for freedom of exploration. This advertising slogan not only accurately fits the product characteristics, but also resonates with consumers' emotions, at the same time, it fits the market trend at that time, and lays a solid market foundation for OIWAS.
On the occasion of the 30th anniversary of OIWAS in 2025, the brand continues the tagline while using more delicate modeling of elephants and bags, more lively expressions and body movements, and richer camera language to revitalize the brand through more precise crowd targeting and wider communication modes. The elephant appears in a steady posture, forming an interesting contrast with the bags, retaining the classic elements, but also giving the elephant a lively expression through exquisite modeling and modern aesthetics.
Channel power: pinpointing the target audience:
The success of OIWAS not only relies on the precise advertising slogans, but also benefits from its comprehensive efforts in channel placement. The marketing campaign for OIWAS's 30th anniversary was carried out throughout the year. The brand chose airports, high-speed railways, elevators and other scenes of consumers' daily trips to expose the brand's advertisement paintings and advertising slogans at high frequency and high density, so as to subconsciously occupy the users' mind through the strong demand fit.
OIWAS also further expanded its brand influence through the form of social media professionals' co-creation. Data shows that the interactive activities related to OIWAS's 30th anniversary have sparked widespread attention and discussion on short video platforms, successfully attracting the participation of young users.
Continuous innovation: the inexhaustible power of the brand evergreen
Over the past 30 years, OIWAS has always insisted on product innovation and brand upgrading, from the initial handbag to the "Smooth Sailing" series products, the brand has constantly broken through to meet the upgrading needs of consumers. OIWAS "Smooth Series" makes consumers feel comfortable with its excellent performance of "smooth trolley, smooth wheels, smooth locking, smooth material and smooth storage" by virtue of its excellent quality which is more than 10 times of the national standard test and its excellent performance of "smooth trolley, smooth wheels, smooth locking, smooth material and smooth storage". This spirit of continuous innovation is the key to keep the brand vitality and the foothold in the industry.
Ye Mao-zhong once said, "The greater the conflict, the greater the demand." With the advertising slogan "If you can fit it in, the world is yours", he not only made OIWAS become a benchmark brand in the luggage industry, but also made consumers derive a new kind of value and courage in their heart - to dare to pursue themselves and transcend themselves. This kind of courage and bravery also reflects that OIWAS has never been satisfied with the status quo during its 30 years of development, but has become a trend-setter by breaking the constraints and prejudices through continuous innovation. In this era full of opportunities and challenges, OIWAS has proved with practical actions: as long as it is operated with heart and soul, the brand that can fit the dream will win the world eventually.
The 30-year development history proves that a truly classic advertisement slogan and a truly popular brand is never to be a trend chaser or imitator, but to make itself a trend itself. From "If you can fit it, the world is yours" to "Smooth Series" , OIWAS has always insisted on focusing on consumers, and won the recognition of the market and the love of consumers through precise positioning, channel force and continuous innovation.
In the future, OIWAS will continue to uphold this spirit of innovation to bring consumers more quality products and services, so that the slogan "OIWAS ，PACK YOUR WORLD!" will continue to shine in the field of luggage and even on the world stage, and become a partner of more people in the pursuit of their dreams.
OIWAS ，PACK YOUR WORLD!